Website Caller ID and Visitor Tracking
Although B2B marketers would love to follow up with most website visitors, the majority of your traffic will unfortunately be anonymous. Some studies have shown that as little as 2% of website visitors become real prospects.
Web marketing automation software can perform various lookups to determine exactly who your anonymous traffic is. The IP address of each visitor is recorded and a reverse DNS lookup is run to see if a meaningful host name is found. Although not all companies have host names that resolve, a significant percentage do, particularly Fortune 500, government or higher education organizations, whose host names can almost always be displayed.
Taking this one step further, a marketing automation solution will then check the WHOIS lookup for the IP address to see which organization owns it. This can give a marketer the full legal name of the corporation as well as a geographic location. A Dun and Bradstreet check can also be implemented to provide even more detailed information about your formerly anonymous visitor.
A marketing automation tool can be set to proactively send you a daily digest of all anonymous activity occurring on your website. You can then investigate any companies who are identified and follow up or forecast appropriately. Website caller id gives you value and insight into traffic you are already generating.
What Our Customers Are Saying...
"Prospect Insight helped us identify prospects that would have otherwise been abandoned due to the lack of a meaningful conversation early on in the lead nurturing process."
