Most of the web analytic tools you’ve seen probably show you some kind of a graph of visitors (think Google Analytics). You obviously can’t sell to graphs. Leadfeeder, on the other hand, is a lead generation web analytics tool, that translates those graphs into individual visits and sessions and even real people. You can see those individual sessions grouped under companies in Leadfeeder. These are your visitors. Let’s see what we can learn from those visitors and how can turn them into sales leads.
Obviously not all your website visitors are leads. There are practical and technical reasons for that. Technical reason is that Leadfeeder can’t usually recognize the company of a visitor if they are using a mobile phone, home broadband internet connection or VPN. The practical reason, of course, is that some of your visitors are job seekers, researchers, competitors, media or just people who ended up on the wrong site.
You don’t have to worry about the technical limitations; Leadfeeder will show you all the visitors it can recognize. Your job is to take care of the other part: look through the visitors Leadfeeder provides, learn who they are, decide whether or not they are interesting for you as sales leads and feed them into your sales funnel.
Leadfeeder shows you leads on the left side and the details of a lead on the right side. The LinkedIn connection makes it easy to contact the right person.
When you login to Leadfeeder, you’ll be presented with a view just like the one above. You can quickly go through the visitors and you’ll probably recognize competitors, existing customers, leads and some that you’ve never even heard of. Let’s see what we can do with these.
Once you see a company that is not a relevant sales lead, tag it. Tagging is a good way to get all your existing customers and competitors in a single place where you can see what they do on your site. This information can be useful when validating your marketing or learning more about your competitors, for example. If you don’t know how to tag customers, you should read this knowledge base article.
You don’t have to tag all or even most of the companies on the list (well, you don’t have to tag any if you don’t think it’s useful) but tags together with Custom feeds they are a very powerful way to segment your visitors and leads. If you tag for example all your existing customers, you can create a custom feed that shows you all your existing customers and what do they do on the site. If you don’t know how to use Custom feeds, this short article is a great start.
Once you’ve tagged the companies you want, create a custom feed that excludes companies with those tags. Let’s call this custom feed Sales leads, for example.
Now select this new feed and you’ll see a shorter list. The list should already contain a lot more interesting companies for a sales person. If you still see some ISP’s or other very uninteresting companies you can hide them, too. They won’t show up again in any of your feeds.
Now you have some companies that might well be interested in your services. How can we make these leads even more valuable? By seeing what they did on our site of course.
We can see from the visit panel that this visitor came via LinkedIn, ended up first on our front page (/) and then continued to Pricing, read something about the team, features and news and then went back to home page and departed.
Above is an example of the visit panel. What can we use this information for? First, we can see that this visitor certainly seems to be interested in our service. They wanted to know more about the team and pricing, which should be a good indication that they are more than just casually browsing. If they’d visited, only, say two pages or just a blog post, that might be an indication that they’re not yet convinced of the benefits.
The visit information is one of your most important pieces of information when doing analytics-based sales. When you know what your visitors read, you know what they are interested in and what worries they might have (for example, maybe they read lots of pages related to privacy, terms and conditions etc). This is your tool when actually contacting this lead.
Another important thing that we can see from the example is that they came from LinkedIn. Now that we’ve got an interesting lead from LinkedIn, that means that our LinkedIn strategy is working well. Nice work, marketing.
In this lesson we have learned that not all visitors are leads. We have seen how to gather more information about these visitors, how we can exclude uninteresting visitors from our lead lists and how the information we gathered can help us with our sales. Awesome, let’s end this lesson and continue next on how to actually contact these leads.
Lead Generation Crash Course
“Knock knock…” Silence. Making website visitors interested enough to fill in your contact form is one of the hardest things to achieve when designing your SMB website for lead generation.
It doesn’t matter how you acquire your leads, but imagine every lead as an email dropping into your inbox. When you receive an email, you read it, research it and decide what to do with it. You should do something similar for every lead you get. Sometimes you’ll assign a lead to someone else in your sales team, sometimes it’s good to call them right away. Sometimes hiding that lead completely is the right thing to do and sometimes the right choice is to leave a comment for future reference.
Only 2% of the people who visit your website will leave their contact information. No matter how fancy a graph you have of gazillions of visitors on your website, only a tiny fraction – often only those who filled some kind of contact form – will ever be visible to your sales team as leads. Leadfeeder is a tool that helps you identify the other 98%. But Leadfeeder is not only a tool, it’s a process. Let me tell you how this works.
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