The basic premise behind business to business lead generation software is that by identifying the visitors who view your website, you will be in a better position to proactively contact them when they are firmly in the buying cycle, and therefore receptive to your sales message. This represents a vast improvement on simply having access to the estimated 2% of website visitors who actually make contact following their visit.
Just as there are a wide range of such software applications on the market, the amount of information returned about a visitor (and the reliability of same) varies widely. As the quality of the data returned is vital to the whole concept of lead generation, how is this information sourced and verified?
All lead generation programs rely on a system known as IP-Lookup. In essence, the software looks at the unique internet address of the computer a visitor is using to access your site, and uses a public service known as WHOIS to try and find out more details. Examples of packages using this process include A1 Webstats and Canddi.
The problem with this basic method is that in many cases, a WHOIS look up simply returns the details of the visitor’s internet service provider – only larger companies tend to have their own details in the WHOIS database rather than going through their service provider. Obviously, this data is of little use in properly identifying a visitor.
To get more useful and actionable information, the lead generation software needs to take things a step further, as is the case with packages such as Ruler Analytics which cross reference the IP addresses with their own data to provide details such as company turnover and employee data. This is a great improvement on the basic method outlined above, and yet still more can be done.
Top-line products such as WOW Analytics maintain their own databases which are constantly revised and updated, and linked into the publicly available information. This allows such data as SIC codes and the like to be found.
Finally, Lead Forensics supply all of the above information from both public and private sources, running their own databanks of servers, and will shortly be integrating full financial data from Experian into their reports, so you can see at a glance the standing of your visiting prospects. Find out more about Lead Forensics pricing here.
Lead generation can be a powerful method of increasing the number of prospects and business your website can bring in, but its success relies on the quality, depth and reliability of the data supplied – it doesn’t pay to cut corners.