Why B2B Website Visitor Tracking is Essential for Modern Sales Strategies

What Is Website Visitor Tracking?

B2B visitor tracking is the analysis and monitoring of the activities performed by prospective leads to your website. You can track visitors both online and offline. Online website tracking involves analyzing what they’re doing while on the website.

On the other hand, offline tracking assesses visitors’ behavior after leaving your site. Using lead forensics, B2B companies can capture IP data such as:

• The visitor’s location
• The device used by the visitor
• The visitor’s browsing history

You don’t have to directly engage with visitors to collect the above data. The best website visitor tracking software collects the data in real time. This measure enhances your ability to respond to changes in client behavior, guaranteeing you keep perspective leads.

Visitor tracking data is important for companies to tailor their sales strategies to the needs and preferences of the clients. In addition, B2B companies can better engage with their clients by using insights gained from visitor data.

Types of Website Visitor Tracking Data

Finding out what your B2B customers really want can be an uphill task. Luckily, we live in an age where data collection tools are highly advanced, making it possible to collect any data type.

Gaining visitor tracking data helps you better understand your client’s needs. Doing so is essential for minimizing operational costs, saving time, and maximizing value. The following are the different types of data collected from website visitor tracking.

IP Tracking Data

What is IP tracking? It’s very similar to visitor tracking, but the main focus is finding out the IP address of the device a visitor uses.

IP tracking works by determining the location of your site visitor. It enhances your ability to know where your website’s traffic is coming from and what they need.

B2B companies can use IP tracking data to enhance their fraud prevention and cybersecurity strategies. By understanding a client’s IP address, B2B companies can create region-specific marketing campaigns.

Behavioral Data

Website visitor tracking is useful in collecting client behavioral data while they are on your website. Behavioral data is crucial for understanding the intent of your visitors and how close they are to making a purchase.

This data comes from page views, session durations, and tracking of the clicks made by visitors. You can better understand what catches your target market’s attention and how to convert leads into sales.

Pixel Data

B2B companies that use pixel data can gain a clearer picture of how their marketing campaigns are performing. Using website visitor tracking software, you can gain insights that help you create relevant and more personalized ads.

Pixel data is usually important in email marketing B2B lead generation. This is common as most companies want to understand whether the target audience has opened their ads.

Why Is B2B Website Visitor Tracking Essential?

In the business-to-business world, tracking and collecting visitor data is crucial to gaining a competitive edge. By understanding what your visitors are doing, you can implement changes that improve the conversion rate.

Unlike website tracking for B2C companies, B2B companies can use visitor data to identify prospective leads. Consequently, you can build your sales strategy around attracting and retaining a specific target market within any industry.

B2B sales lead generation is becoming more challenging due to the industry’s highly competitive nature. Using visitor tracking software is essential because it helps B2B companies improve various areas of their sales operations.

Sales Conversion Optimization

Visitor tracking tools can identify prospective leads and help you focus on conversion. By focusing on lead quality, B2B companies can prioritize their sales strategies to focus on the most important prospective leads.

The data is also helpful in identifying where visitors are losing interest across the sales funnel. Tracking data is a useful experimental tool that you can use to determine what works best for your company and the target market.

Modern lead generation software relies on data to automate the entire sales process. B2B sales lead generation tools can also use visitor tracking data to enhance their efficacy. This is usually achieved by aligning sales strategies with the identified preferences of the target client.

Customer Behavior Insights

Website visitor tracking gives B2B companies the ability to leverage data to learn about their clientele. Using visitor tracking tools, you can enhance customer relationship management, making it easier to connect with current and potential customers.

Customer behavior insights help you understand where prospective leads are, in their buyer journey. This data goes a long way in helping you know how you can adjust your sales strategy to convert potential buyers into real ones.

Greater Personalization

Being customer-centric is the best way to create effective advertising campaigns. With visitor tracking data you can take personalization to a whole other level. The data helps you create region-specific and client-appealing ads.

Besides, visitor tracking tools will let you know when prospective clients are on your site. Consequently, you get a chance to engage with promising leads directly and respond to their queries immediately.

Enhanced Client Experience

Many visitors may not remember how long they spent on your website. But they can always remember the experience, whether it’s negative or positive. By leveraging website visitor tracking data, your business can customize each client’s experience to meet or surpass their expectations.

Visitor tracking enhances an account-based marketing strategy where B2B companies optimize their websites to make them more user-friendly. Based on customer insights, you can create hyper-personalized content that aligns with the values and needs of your prospective clients.

How B2B Website Visitor Tracking Works

There are numerous business analytics solutions that can conduct analysis of web traffic to understand online presence and brand visibility. Many B2B companies often use Google Analytics to learn various key performance indicators. However, these tools may not be efficient.

A Google Analytics alternative such as CANDDi is ideal for B2B companies wanting to track website visitors. B2B website visitor tracking uses different technological tools to transform ambiguous traffic data into actionable insights.  

B2B website visitor tracking works through the following processes.

Visitor Identification

You can find out who is visiting your website using cookies and IP tracking. B2B website tracking allows companies to find other businesses coming to their site and their activities.

When you work with CANDDi, you can improve your sales by gaining insights into who your visitors are and their location and finding prospective leads.

Behavioral Tracking

Website visitor tracking collects behavioral data based on various specifics. These include the following:

Page views

Duration of each session

Exit process

Click paths

Behavioral data helps know which part of the buyer’s journey the visitor is in. This enables you to learn how to tailor your content to enhance your target audience’s experience.

Technology Used in Tracking

Website analytics tools continuously evolve, with new technology being developed daily. Some of the tools used in visitor tracking are:

• Server logs
• JavaScript
• Pixels

B2B website visitor tracking tools can integrate with other customer relationship management systems. According to McKinsey & Company, businesses that employ personalization strategies experience a 40% increase in revenue.

The primary objective of this integration is to facilitate better personalization to enhance the effectiveness of sale strategies for B2B players.

How B2B Website Visitor Tracking Impacts Sales

The insights from website visit tracking can directly increase sales. Understanding what companies visit your website can help eliminate guesswork when creating your marketing strategy.

You may have been struggling to convert leads into sales despite having very good traffic on your website. Unlike B2C lead generation, B2B companies have different decision-makers. One of the primary objectives of website visitor tracking is facilitating targeted lead generation.

B2B website visitor tracking is the answer to having the right insights so that other companies buy from you and become loyal clients. Here are a few ways visitor tracking impacts sales.

Optimized Sales Cycle

The sales cycle in a B2B transaction involves numerous actors, making it difficult for companies to determine which visitor they should appeal to or which one they should ignore. Using visitor tracking data, you can shorten the sales cycle by knowing which leads are intentional.

When you engage prospective leads at the right time, you can customize your sales strategy to cater to that particular client. For example, visitors automatically become prospective leads if they go to your price page.

Aligning Marketing Strategies with Client Needs

Like people, businesses enjoy purchasing from companies they feel have similar values or beliefs. You can leverage visitor tracking data to create customized marketing strategies that align with the identified values of your target market.

The insights from visitor tracking data can enhance your differentiation efforts, giving you a unique value proposition. Doing so improves your ability to edge out the competition and increase your sales.

Better Client Segmentation

Your sales may be underperforming because you need to carefully segment your market. Luckily, B2B website visitor tracking can help you segment your market better based on the following:

• Level of engagement
• Company size
• Industry

Market segmentation enhances your ability to create more personalized sales strategies. You can also understand how to allocate resources more efficiently, minimizing costs while offering value to high-quality leads.

Regulatory Compliance of Website Visitor Tracking

Website visitor tracking must always adhere to the regulatory requirements for protecting user data and privacy. One of the laws that B2B companies should be aware of is the General Data Protection Regulation (GDPR).

Working with CANDDi can help you streamline regulatory adherence during visitor tracking. Failure to follow the law when tracking visitor data can attract hefty fines and penalties. For example, one of the best practices is to provide easy opt-in and opt-out options for visitors.

How to Choose the Right Tool for Visitor Tracking

It would help if you had the right tools to effectively understand how to demystify your web traffic and gain the necessary insights to boost sales. Before choosing any tools, identify the needs you want to address.

Tools such as CANDDi can meet numerous needs for B2B companies. From visitor identification to behavioral insights, we help you gather the right data to enhance your sales. Some features that make CANDDi the standout tool for visitor tracking include the following.

Real-Time Tracking

Utilize tools that can provide real-time data on bounce rates, conversion rates, and page views. Real-time data analytics is vital for continuously improving your sales strategies while making necessary adjustments to meet evolving needs.

Seamless Integration

CANDDi can integrate seamlessly with your existing systems to streamline data flow. Whether it’s your CRM, email marketing, or other analytics tools, we integrate and simplify data to ensure you focus on what’s essential: improving your sales.

Pricing Strategy

As a business, you always want to keep costs as low as possible. Hiring an outside lead generation company may seem like an unnecessary expense. That’s why CANDDi offers a unique pricing strategy, allowing you to choose between a subscription plan or a pay-per-lead.

Modernize Your Sale Strategies with B2B Website Visitor Tracking Today

Growing your B2B company primarily involves improving your sales. However, this can be difficult without the necessary data from prospective clients or leads. B2B website visitor tracking tools are essential for understanding who comes to your website and their intention to buy.

CANDDi offers you the unique ability to gain real-time data about your website’s visitors. We will help you decode anonymous website traffic into actionable insights that take your business to the next level. Register with CANDDi today for a free trial.