IP Tracking is crucial for all B2B Lead Generation campaigns, especially if your site receives a lot of inbound traffic.
I don’t know about you, but I find it incredibly frustrating when I log into Google Analytics, notice our site is full of organic traffic, but have no way to engage with any of it. We increased the number of call-to-actions on our site, created more engaging content, still nothing. I spent nights scratching my head, wondering what we could do to generate more leads from our site traffic.
That was until I learned about Lead Forensics and IP Tracking…
“IP Tracking does exactly what it says, it tracks IPs that visit your website to a certain location. If anyone visits your website from a company IP, you’ll know about it!”
Before we get into why IP Tracking is the best thing since sliced bread, let’s quickly run through exactly what it is – in case you didn’t already know. IP Tracking does exactly what it says, it tracks IPs that visit your website to a certain location. If anyone visits your website from a company IP, you’ll know about it – it’s simply brilliant.
What does this mean for your organisation? I’ve always said web traffic is a ghost lead, it’s a lead that is right there, right in front of you, but you can’t interact with it. IP Tracking identifies visitors on your site and gives you the tools to communicate with them – a B2B ouija board, if you will. All of a sudden, your sales team go from two identified inbound leads a day to 10, to 20, to 100. Your pipeline begins to flow with opportunities you never knew existed.
Without further ado, here are the top 5 reasons why you NEED IP Tracking:
No.1 – Lead Visibility
I touched on it briefly a second ago, Lead Visibility is by far the best aspect of IP Tracking. Visitors on your site suddenly become trackable, with you now able to identify the organisations which visit your website. Now, this isn’t all sunshine and rainbows, you sales team will have to put some work in here.
At Shortlist Marketing, when we go into Lead Forensics we know that tracked leads don’t identify specific contacts, only organisations – meaning you’ll have to manually find the contacts you want to reach out. If you’re new to IP tracking this could put you off, but if you’re willing to do the leg work you’ll be rewarded with a gold mine of generated leads (We typically use Sales navigator to find the most relevant leads).
IP Tracking services will typically pull all company information as well, including: location, size and industry among other factors, meaning you can easily segregate your target market from the rest of the pack, simplifying your lead generation efforts.
No.2 – Sales conversion
If someone spends 10 minutes on your page, and then submits a demo form, the likelihood is they’re sales-ready. What about someone who spent 10 minutes on your site, visits the demo page, but get’s busy and forgets to finish their journey? They’re just lost in the ether. One lead deemed sales-ready and one that may never be followed up.
That doesn’t sit right with me, knowing one lead showed clear intent to buy and may never be seen again. The reality is, that one lead probably needed just a little nudge to get them over the line. And that’s what IP Tracking can provide. With the ability to now reach out and reengage with these contacts we essentially have a rough outline of a database that has shown first-hand intent and is likely sales-ready. Just think about all the deals your sales team can close with this information.
No.3 – Understanding User Journey
As it tracks every single visit on your site, IP Tracking is a fantastic tool for lead generation campaigns, as it helps to understand every user journey. We use Lead Forensics to analyse where each lead enters and exits the site, and every page they land on in-between.
Understanding your entrance and exit pages are important, but understanding how they get from A-to-B is equally important. We can look at the content they interacted with on the journey and see how they came to the decision to leave the site when they did. Did they get the answers they were looking for, or did they leave wanting more? We can answer both with the help of IP tracking.
No.4 – Marketing ROI
Very similar to the point above, we can use this newfound visibility of user journeys to understand how our marketing assets are performing.
Most IP Tracking services use a little tool called PURLs (Personalised URLS), which cling onto URLs in your marketing collateral. For example, in our email marketing campaigns, we use PURLs to understand how people navigate the site when clicking through an email. The same for social media, paid ads, targeted outreach etc. We point these PURLs to different places across our site to see the journey they take, but it gets better.
PURLs will pull all existing contact data with it, so we can see exactly which users visit the site – providing we have their data beforehand. Through Lead Forensics we can then identify who engaged with our marketing, where they went on the site, and how our MQLs are progressing down the sales pipeline, complete visibility over Marketing ROI.
No.5 – Automation efficiency
How long do you, or your B2B sales team, spend trying to find new prospects in your target market? More time than you would like I’m guessing. IP Tracking could make it so much easier to find these new prospects and make it easier to communicate with them. How? Let me explain.
So, let’s say your team are spending a couple of hours a month trying to find new prospects. If you use IP Tracking you could be identifying a plethora of new companies every day, meaning all your team need to do is find the right contact – a tool like Sales Navigator makes this a quick and easy process.
Some of these leads will be sales-ready, great, but what about the majority that aren’t? You don’t want to waste time following these up. We’ve come up with a solution. Shortlist use automated email workflows for all visitors that come to the site, so once the relevant contact has been identified they get outreached to with the push of a button, meaning our team can focus on closing leads not generating them.
That was just some of the benefits of using IP Tracking in B2B, and it’s something all organisations need to use. There are plenty of excellent IP Tracking tools out there, but for us Lead Forensics stand out above the rest. You can learn more about them here.
