The buying process has changed over the years. With the shift in paradigm to the internet era, businesses have started creating a digital brand presence to acquire customers. In the offline selling model, B2B businesses were able to reach out to prospects they understood and could talk with them face to face. But with online services, that is simply not possible anymore except for high ticket deals. Even for that case, by the time you physically meet, the client probably will have already experienced several touchpoints with your company. As a result, reaching out to a broader audience base is now easier than ever. Companies are now able to reach out to more prospects. But a problem comes with having a wider audience. With easier accessibility, the chances of acquiring unwanted prospects increases. It is also harder to identify prospects now and understand their motivations as many of them decide to do their own research and not talk to a salesperson. This is especially the case for SAAS businesses. To qualify ideal prospects and understand buyer motivation, website visitor forensics has become really important. And not just in sales, a necessity for visitor data has also come in the product design and marketing departments to find the right marketing channels and optimize the customer experience. Visitor data is also helping businesses identify customers who are at risk of churn.

What is Visitor Forensics exactly?

To put it simply, Visitor Forensics is the analyzation of visitor data on your website. With this method, businesses generate leads and track visitors on their websites and other online marketing platforms to qualify them and examine behavior.

If you have a significant online brand presence or sell B2B products online, visitor forensics is something you need. Visitor forensics will open up new opportunities for you to increase your sales and customer retention.

The Visitor Forensics Process

The visitor forensics process has four steps: lead generation, data examination, lead qualification, and reporting. All of these four fundamental steps come together to create the perfect sales and marketing amalgam for streamlined customer experience.

If you have a significant online brand presence or sell B2B products online, visitor forensics is something you need. Visitor forensics will open up new opportunities for you to increase your sales and customer retention.

Lead Generation

The first step is lead generation. Prospects see your marketing campaigns or look for something and then land on your website. They need to be identified before you can sell to them. If they don’t sign up or provide their contact information, the lead is lost forever. This is why businesses create ‘Lead Magnets’ to promote lead capture. Companies also use an IP reveal technique to find firmographic information of prospects who leave without signing up. Salespanel brings together both of these techniques by automatically capturing leads from webforms and identifying companies that visit your website anonymously. All of these leads are brought together under one software interface from where the qualification and selling process can begin.

Data Examiation

Once leads are captured, a need to examine their profile and behavior information arises. This data can be used to optimize marketing campaigns, improve products, qualify leads and enhance the buying experience. A proper lead tracking and analytical system will play a vital role for your online business structure. For example, developers can use customer data to understand what features customers are engaging with and understand user experience. This helps them create better products. Salespeople can use lead data to understand lead motivation and tap into their pain points. Salespanel helps businesses implement a complete lead tracking solution to examine user behavior and create a superior brand experience for customers.

Lead Qualification

Like we said at the start of this article, with the emergence of digital marketing, businesses are now able to reach out to a wider audience. And, they don’t have any filters to stop them. This results in generating leads who are not a good fit. For example, a lead can be someone who is interested in your product but does not have a budget to purchase. A lead can also be someone who has the budget but not the necessity to use your product. Having your salespeople engage every generated lead is a waste of valuable resources. This is where the lead qualification process comes into play. Businesses use visitor forensics to qualify leads and engage with Ideal Customer Profiles. Salespanel helps companies leverage customer profile and behavioral information to qualify leads. Salespanel provides usable data attributes like prospect’s name, social media profiles, company name, company size, industry segment, page visits, email opens, etc. to create advanced lead scoring and qualification modules. All leads can be qualified right within Salespanel before they are transferred to the sales department.

Reporting

The final stage of the system is reporting. With leads coming in from different channels without any barriers, things can get messy very easily. Also, how do you measure progress? How effectively is your team using visitor tracking to improve the selling process? How many generated leads get sales qualified? How many of them do actually end up buying? Are UX changes implemented after analyzing lead behavior making a difference? Use all of the data accumulated from visitor forensics to create meaningful reports. These reports can be used to measure marketing performance, strengthen sales-marketing alignment, improve customer satisfaction rates, and reduce churn. Reporting helps you implement strategic changes in the future and create a better selling process.

Visitor Forensics will play a key role for your business by influencing your online selling process from the very top of the funnel. It will help you create an optimized sales cycle and deliver superior customer services. Most top brands have already adopted this strategy by deploying lead tracking systems to capture leads, track visitors and improve user experience. This strategy will help you increase your revenue per customer and achieve higher growth rates.

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What is Visitor Forensics exactly?

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