Using Lead Generation Visitor Data Wisely

The new generation of website analytics solutions now make it a simple matter to identify who is visiting your site, with a degree of detail unheard of just a few years ago. Even the most basic examples of this software can identify a large percentage of the companies visiting your site, with more advanced packages such as Lead Forensics going further and tying in lots of company details such as turnover, employee numbers, and so on.

The usual pitch for this kind of system is that by picking up on a company visiting your site but not making contact, you can then call them and try and turn them into a customer. While there’s no doubt this strategy could work, it has several problems to bear in mind.

Firstly, in these privacy-conscious times, a visitor might not take kindly to the idea that their actions are being tracked so closely. It may be wise to play down this aspect in any subsequent contact call.

Secondly, consider the reason why your prospect didn’t make contact. It could be that your website or product offering wasn’t good enough or a close enough fit to the visitor’s needs, and in such as case any call will likely be treated as a nuisance and is unlikely to result in any business. To minimise this risk, ensure you carefully qualify your targets rather than simply phoning anyone whose details can be found.

Finally, although your lead generation software may provide contact details for your visitors, in a company of any size it’s most likely you’ll reach reception rather than the person who was actually on your site. This is where traditional telesales skills come into play if you are to get past a ‘call screening’ receptionist and actually talk to someone with decision making authority.

None of the above negates the central premise of lead generation software such as Lead Forensics, but as with all tools the best results will be obtained by using a little thought and planning.