B2B lead generation is a fundamental activity for B2B sales teams. This activity includes identifying ideal customers for your products and service and then attract them to buy. B2B leads is the term referring to those who have been identified as potential customers for your business. They can be regarded as those who would likely find value from using your product or service.
Generating leads through a website is a proved approach. For example, website visitors show that they are truly your potential customers through following activities on your website:
The more people visit your website, the more leads you may have. That is absolutely true. However, the problem is that not all website visitors take active actions on your website. They may have interests in your products but leave nothing on your website. This means you lose some of your potential customers on the website, but fortunately, the technology – Website Visitors Identification – helps us solve this problem.
The concept is not hard to understand. In brief, when you browse a webpage, even if you do not take any action on the website, you will inevitably leave some traces such as your device number and IP address that can be evaluated with certain identification and tracking tools. These tools provide the site operator with valuable information. Google Analytics and other web analytics tools reveal a variety of insights about website visitors, including:
Some tools can even identify who your visitor is e.g. what company accessed your website, blog or landing page. Knowing who from which company visited your website means you at least already know who your sales leads are, but how does these tools know the IP address and even the name of your website visitors? We’ll come to that in a second!
Each device with an Internet connection is assigned a unique IP address. This numeric code serves as a delivery address to enable the exchange of data. With its help, visitors or users can be clearly identified. Private Internet users are usually assigned a new IP address by their provider each time they connect to the Internet.
In Germany and the European Union, however, the last three digits are anonymous. In this regard, only the provider can identify the user by storing the log. The situation is different for most commercial Internet users. A company operates with a static, i.e. permanently unchanged IP that can be clearly assigned to it. Identifying the IP of a website visitor is not a problem technically!
In principle, further personal data can also be assigned to an IP, which is consistent with tracking all the activities of a website visitor. However, website operators have set clear restrictions on the use of this data, in particular by the General Data Protection Regulation (GDPR). However, this mainly applies to private site visitors or B2C companies. In the B2B space, the situation is different and companies are generally allowed to use the acquired B2B data to initiate connections.
Now let’s get back to the main topic. Website Visitor Identification tracks an IP Address back to the company that accessed your website by using the reverse DNS lookup. Suppose you have a telephone connection, you might be familiar with the so-called reverse search: When dealing a telephone number, you can determine the owner of the connection. A reverse DNS lookup works according to the same basic principle. A reverse DNS lookup can be used to determine the network domain for a (static) IP address. This means, you can clearly identify the company that left the IP during a visit on your website.
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Of course, IP or visitor identification and subsequent reverse lookups require effort and some expense. Therefore, you may ask, as a website operator, what are your benefits and exactly who visits your website or any company’s website in general. You will be very optimistic that all your site visitors will become future customers. Keep in mind that among the daily visitors, there will always be employees, random visitors, applicants, or just visitors looking for information. The latter is the first to be found when websites offer specialized content. However, research shows that B2B decision makers mainly obtain information from suppliers’ websites before making purchase decisions. Therefore, it is reasonable to assume that a similar proportion of your site’s visitors are potential customers.
One difficulty that arises when using visitor identification is the accuracy of the information you collect with the identification tool. In the best case, a reverse DNS lookup provides the company name behind the visitor’s IP address. However, it is also possible that you are dealing with an IT service provider that is hosting IP addresses on behalf of a different company. Even if you’re sure it’s the company itself, the information won’t reveal which employees visited your site. When all you have is a company name, data enrichment can be your best friend. The key is reliable data sources, which can be obtained from public data through tedious human research or automatically – with the help of a managed service Fankunde.
Using the managed service Fankunde, you can easily compile an entire company profile from a single company name. This information can then be used for strategic promotion.
Based on analysis of visitor activities on your website, Fankunde can provide you with reasonable information about the purchase willingness of your website visitors. Depending on your definition of the target audience, you can immediately see if the company you’ve identified is a target customer and who within that company is best suited to contact first.
In addition, Fankunde can give you further information that you can use as a highly personalized conversation starter! This will increase your conversion rate. Not only will this improve your conversion rate, but it will save you a lot of time and research.
Moreover, Fankunde can provide you with, for example, trigger events that reflect the current or foreseeable development of your target company. Such company-related events include announcements of relocation, management changes, or new products. Trigger events help you identify opportunities because they are signals of demand and they also provide an ideal starting point for your sales team to start a conversation!
I am responsible for the data processing in the fankunde project, a managed service of tractionwise GmbH. We help our clients identify B2B website visitors and reach them in an easy way.
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