Recognize business website visitors of B2B companies with lead tracking tools

Nowadays, there is an abundance of available data. For instance, Google Analytics can measure your visitor numbers, identify popular pages, and even provide demographic information about your visitors. However, the downside is that this data is anonymous. And for B2B companies, it would be incredibly valuable to know who is visiting your website and what they are doing on it. So, how can you find out? Is it possible to do this while complying with GDPR regulations? And most importantly, why is this relevant for your business? In this article, we will delve into these questions and provide you with more information.

What are lead tracking tools?

There are several lead tracking tools available in the market. These tools identify business website visitors by linking their information with publicly available data. The visitor's IP address is matched with information such as company details, job titles, and social media profiles. Through clear reports, you can get an overview of who has visited your website and their actions on it.

Who can benefit from lead tracking?

The initial reaction to these tools is often, "We are not a sales-focused company, so this isn't relevant to us." However, this couldn't be further from the truth. This information is valuable, even if you don't plan on immediately reaching out to potential customers and offering your services.

From a marketing standpoint, lead tracking tools provide valuable insights for analysis. You can determine the type of visitors reading your posts, the pages they view afterward, and the target audience you are reaching with your marketing efforts. These tools are also beneficial for various departments, including sales and management.

Is this GDPR compliant?

It may sound too good to be true, but is it legally allowed? The use of lead tracking tools is permitted as long as it is stated in your privacy policy. This is because IP addresses are not stored, and the tool only enhances publicly available information for the user. As cookies are not used, it does not need to be included in the cookie policy.

Getting started with lead tracking!

Curious about these tools ourselves, we tested a few and found Leadinfo to be the best option for the following reasons:

1. Accurate information

The tool provided a highly detailed overview of the companies that visited our site. We could confidently deduce the accuracy of these visitors based on factors such as having had a meeting with someone from that company or being in the process of creating a quote. Other tools often provided less detailed information, leaving us skeptical about the accuracy of the results. The inbox even allows you to see who is live on your website, and you can easily apply labels for suppliers, customer companies, and competitors to filter the data.

2. Lead scoring

Leadinfo provides valuable company information, such as the number of employees, industry, contact details, and financial data of the business website visitor. It also tracks which pages were viewed, the duration of the visit, and how visitors arrived on your website (e.g., via Google, social media, referrals, or direct traffic). The tool calculates a lead score based on this data, allowing you to prioritize the most promising leads.

3. Interactive dashboard

Leadinfo offers a personalized dashboard that provides information about the companies that frequent your website, including their location, company size, and industry. It is incredibly user-friendly and provides a clear overview.

4. Set up notifications

You can easily set up triggers that send you an email or create a label automatically when a visitor meets your specified criteria. For example:

• Company Y has visited the website X times
• The visiting company's industry code is X
• The visiting company viewed X number of pages
• The number of employees at the visiting company is more than X
• Company Y spent X amount of time on a page
• Visitor is from country X

The possibilities for customization are endless, depending on your strategy and goals, and each business can tailor it to their specific needs.