11 Benefits of Lead Forensics' IP Tracking Software

Lead Forensics, Friday 16 December 2016
4 min read time
A man sitting at his laptop, with B2B related icons eminating from the screen

If you work in B2B sales and marketing, ask yourself, are there any aspects of your efforts that could be improved?

 

Whether it’s B2B lead generation, marketing, ROI, or just to make your job easier? If so, good news, there’s an effective tool to help.

IP tracking is a very effective way of improving your own business efforts. With the use of IP tracking software you can shed light on your unknown website visitors.

The truth is, only 2% of your website visitors will make contact with you, meaning that 98% of website visitors have subsequently left your site, seemingly lost forever. That’s a big proportion of website visitors you’re missing out on – but with IP tracking software from Lead Forensics, this doesn’t have to be the case. 

Lead Forensics is a powerful lead generation tool designed to reveal the identity and contact information of your unknown website visitors. All you have to do is add tracking code to your website, and then analyse the data. While data can sometimes look a little overwhelming, with Lead Forensics your core information is presented in a simple yet effective way, on a sleek easy-to-use interface that allows you to delve deeper for more insight on your prospects  

That aside, how can you benefit from Lead Forensics' IP tracking software? Let’s take a closer look.

 

For Sales 

Salespeople work hard, that’s for sure; and there’s nothing worse than investing time and money nurturing leads that literally take you down a dead end. So first and foremost, IP tracking can massively help your sales teams.

 

1.    Uncover new leads

This is what Lead Forensics is all about. By tracking IP addresses you can see who has visited your website, but more specifically the products and service pages they are interested in. You’ll get to see full company details, the SIC industry code, turnover plus a whole host of added extras. All of this combined, provides your sales team with better quality leads to target.

 

2.    Nurture leads

A new lead does not necessarily mean an instant sale. Leads will enter at various stages of the sales funnel, depending on their user behaviour and site interests – all of which are accessible to you via this software. For leads higher up the funnel, nurturing needs to take place before you close a sale – and with the aforementioned information from Lead Forensics you can better nurture leads into quality conversions.

 

3.    Identify cross selling opportunities & renewals

Conversely, you may have pre-existing customers who are still accessing your site and visiting certain product or service pages. This presents your sales team with another opportunity to cross sell to those clients or renew if the contract is up. Lead nurturing needn’t take place here, and time-investment is likely to be minimal considering they’re pre-existing clients, so cross-selling and retention is likely to yield a more impressive ROI.  

 

4.    Avoid time-wasting with cold calling

Speaking of time-investment, how often do your sales team spend cold-calling? What’s the ROI on this sales technique? Save time and money by only contacting quality leads, those who are much more likely to convert rather than chasing weak leads with hope. It’s time to take advantage of the powerful technology at your fingertips with Lead Forensics.

 

For Marketing 

5.    Re-nurture leads

As mentioned, not all new leads will convert, and sometimes they may even drop out of the sales funnel. However, all is not lost, instead of treating the prospect as a potential lead and bombarding them with calls to see if ‘they’re still interested’, feed back to the marketing departments on what the prospect’s concerns/issues are. Your marketing teams can help to re-nurture these leads by creating highly targeted content.

 

6.    Close the gap between sales and marketing

Above is a good example of how two seemingly interdependent teams, through communication, can better serve the business interests of your company. This will make your efforts far more effective. Avoid wastage and focus on quality – by working with each other you’ll be spending less time chasing the unknown and more time nurturing, re-nurturing and cross-selling to the more important prospects and clients.

 

7.    Establish popular/unpopular pages

For any website it’s useful to know the most popular and least popular webpages. How many unique visitors and returning visitors have visited a particular page? How long do your visitors spend on each page, do they exit the site or visit another page? Knowing this information enables your marketing teams to tailor their content and digital efforts, and either further promote popular pages or try to raise more awareness of the pages with fewer visitors.   

 

8.    Improve the buying cycle

With IP tracking software you can identify the user’s journey. This means that from page-to-page you can track what they’re looking at and whether they are converting at the Contact Us page. If you identify pages with higher exit rates, it’s worth analysing that page to see whether it needs to be optimised via information architecture or simply if more / less information is needed for the user’s benefit. It might be worth considering if additional pages are needed before accessing the Contact Us page, or conversely, if fewer pages are needed.

 

9.    Target your marketing efforts

Work smarter, not harder. Instead of marketing to a huge audience of unknown web visitors, use IP tracking to target your efforts. As mentioned, you can see the best and worst performing pages, as well as specific pages that prospects are interested in. This should make your marketing campaigns more tailored to suit the needs of your visitors. Furthermore it’ll make your efforts far more scalable.

 

10. Attribute enquiries

In the digital space, it is sometimes difficult to attribute a sale to a specific marketing channel. There are ways to track this by all means, but let’s say that someone has enquired via social or a paid advert, but then left. However, if they come back to your site and enquire, without IP tracking it is difficult to attribute that enquiry to the correct marketing channel. This will give you more accurate insights into spend, ROI and effectiveness.

 

11. In-depth website analytics

With detailed insights into site visits, referring sites, date and time of visit, location, page visit duration and so much more, you can enhance your digital marketing campaigns. Not only does this allow you to target your efforts, but you’ll have data at your hands to prioritise and refine your strategy accordingly. 


Find out more about Lead Forensics, how it works, what information it can give you and how our free trial works by downloading our Introduction to Lead Forensics now.

 

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Topics: IP tracking, Prioritize Leads

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