If your organization is offering business-to-business (B2B) services, you’d be thrilled to know what businesses are visiting your website, even though you likely believe that there’s no way of obtaining such data. But, particularly if you are an organization that serves larger businesses — think ones with 100+ employees — there’s ways to get at that data, and we think you’ll likely benefit from using both of the two distinct tools discussed in this blog post. And, the great news is that your organization is likely already using one of these tools on a regular basis!
It’s a digital marketing best practice and no-brainer to have your website linked to a Google Analytics account. That way, you can take advantage of all the rich website visitor demographics and behavior data tracked there, including data related to which businesses are visiting your website. If you don’t have a Google Analytics account set up, you can set one up for free and it only takes about 15 minutes (if you need help, e-mail us).
So where do you go to access business visitor data? Once you’ve signed into your Google Analytics account, access “Audience” from the left-hand menu bar, then “Overview”, and then scroll down the Overview page to the “System” section, and click on the “Service Provider” link. This will call up a list such as the one below Google Analytics generated for our own website.
The service providers referenced are also known as ISPs or “Internet Service Providers.” Wikipedia does a great job of explaining the roles of ISPs and who can operate one: “An Internet service provider (ISP) is an organization that provides services for accessing, using, or participating in the Internet. Internet service providers may be organized in various forms, such as commercial, community-owned, non-profit, or otherwise privately owned.”
When organizations are large enough, such as colleges or universities, they often create their own ISP to meet their internet needs — so voila, searching through your full report of ISPs for the names of businesses that aren’t your standard ISPs (AT & T, Comcast, Verizon, local electric companies, etc.) providing internet services to consumers or smaller businesses — might give you a bunch of new leads to add to your sales pipeline.
If you check this Service Provider/ISP list regularly, you’ll be discovering on a timely basis which large organizations have been visiting your site, and can reach out to them while they are still a “warm” or “hot” lead, and therefore, likely still in research and procurement mode for the particular services you offer.
Similar tools to Lead Forensics may exist, but since we’ve held phone and e-mail discussions with Lead Forensics, and believe their tool and customer service to be good, we will speak to their capabilities related to tracking which businesses visit your website. Their solution allows you to add tracking code to your website that ultimately will allow you to learn the names of business organizations associated with individual device IP addresses that visit your website. In keeping with GRPR data privacy guidelines, no business organizations should be attempting to capture and share the full IP address of an individual/individual’s device who visits their website, but the code that Lead Forensics will provide you with, when you sign up for their services, does not track or reveal a distinct individual’s IP address. Instead, it provides the name of the business and the office location associated with that IP address.
In sum, by using a tool like Lead Forensics, you’ll have access to a new source of business leads — organizations who have demonstrated at least some level of interest in your services. You can follow up with them in whatever fashion feels most comfortable — whether it be calling that business organization’s office and saying that someone at their organization had expressed interest in learning more about your services, or saying that you are able to track what business organizations visit your website and you saw that someone from their organization had visited your site. Hopefully, whomever you phone chat or e-chat with at a particular prospective client organization will be willing to connect you with the right individual with whom you should discuss your services.