Over 95% of the people that visit your website are not identifiable. Think about that for a minute. If you have 100 new website visitors per day, you might get 5 of them to convert by filling out on online form. The other 95 are “anonymous”. You’ve invested a lot of time and energy in getting them to your website and they come, visit a few pages, and leave without even saying goodbye.
As a marketer, you dream about those other 95 visitors. Your job is to convert as many of those as possible into leads. You toil day and night to optimize web forms, content, call-to-action buttons — anything to increase conversion. But what if there was another way to tap into those anonymous 95? Even if you could only identify another 5 visitors per day as potential leads, you have doubled your lead generation.
The technology to identify anonymous visitors exists today — the problem is that most of it is not very accurate. Basically, the IP (internet protocol) address of incoming visitors is recorded and then a reverse lookup is performed to try to identify the company that is associated with that IP address. It’s a great idea — if it truly works. However, there are two major problems. First, most IP addresses resolve into an ISP (Internet Service Provider) and not the actual end user company. Second, even if you can get the company name, there really is no way to know what person at the company was visiting your website.
GleanView has developed a solution that addresses these challenges. Here’s how it works:
Not every website visitor is interesting enough to spend money and effort on identifying. Maybe you only care about the visitors that have visited your pricing page, or the ones that have visited more than 5 pages total, or the ones that came from your online ads. With our ID Rule tool, you can decide which visitors get automatically identified. We then use the best reverse IP technology available to try to match a company with the IP address. Typically, we have about a 20-25% success rate of getting an actual company match that is not an ISP. While this may not seem high, it is the gold standard and well above real industry averages. And we not only find the company name, but we also provide a complete company profile with employee range, revenue range, website, social profiles and industry codes.
So, we’ve identified 20-25% of your “interesting” visitors. Now you have to decide which ones of those fit your ideal customer profile and are worthy of additional follow-up. Maybe you only care about visitors from companies that have more than 100 employees and are industrial manufacturers in New England. With our Import Rule tool, you can decide which identified visitors are automatically imported into GleanView as accounts. You can use firmographic, geographic, and website behavioral characteristics to filter down to the best matches.
Now that you have identified a good prospect account, you will need to figure out who to contact at that company. When you combine our Website Visitor ID module with our Prospecting module, you will be able to find contacts and contact phone numbers and emails that match your ideal buyer persona at that company using rich filters like Job Level, Seniority, and Title. Not only that, but you can create an automation rule that will auto-prospect these contacts and import them into GleanView along with the account. You set the profile and maximum number of contacts to auto-prospect from each company and the Gleanbots do the rest. It’s like a full-time support team working in the background, turning website visitors into leads for your sales team.
Our Website Visitor ID is available as a standalone option to layer on top of your existing tech stack, or as an add-on module to GleanView, starting at $200 / month