There Are B2B Sales Leads Hiding in Google Analytics. Here’s How to Find Them

10 October 2018 by

Many marketers believe that all of the data in Google Analytics is completely anonymous. This belief is actually incorrect.

Here’s the scoop: Inside Google Analytics, there’s a report that will show you companies that have visited your website—even if no one from that company fills out a lead form or submits their email address.

By understanding this report, you can identify actionable prospects and pass them on to your B2B sales team. You can also give your sales team information about known leads they might already be pursuing.

In this article, we’ll dive into the exact steps you need to take to pull that information out of Google Analytics and make it usable for your sales team. We’ll cover two approaches: how to collect this information manually, and how to automate the process.

(Note: Want to see which companies are visiting your website—even if they don’t fill out a form? Try Leadfeeder for free.)

How to Uncover Which Companies Visit Your Website

You’re probably already using Google Analytics to measure “users” or “unique page views.”

But if you know how to read the Network Report, you can identify something better: individual companies that are visiting your website as a result of your marketing efforts—including what pages they visited and how long they stayed.

By gathering information from the Network Report, you can feed your sales team information about visitors to your website that would otherwise be anonymous, non-actionable web traffic.

In Google Analytics, you can find the Network Report under Audience > Technology > Network.

It will look something like this:

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In this report, you’ll see that many of the companies listed are internet service providers (ISPs).

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You can ignore ISP listings as they don’t give you any actionable data that can be passed on to your sales team.

Mixed into the list, however, you’ll see individual company names. These listings usually have much lower traffic numbers, so you may have to scroll down or expand the list beyond the 10 that show by default.

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These are the listings you’re looking for. They show up in the Network Report when a website visitor accesses your website through a specific company network. When you see results like this, it means someone from this company is—for some reason—visiting your website.

If you click the listing for the individual company and add a secondary dimension of “page,” you’ll see what pages they visited and how long they stayed on each one.

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In a B2B sales context, the above screenshot should be of great interest to your sales team.

In particular, any time you see a visit to your pricing page, that’s usually a strong signal that the person viewing your website is actively considering your product.

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If your sales team already had this company as a target account in its database, do you think they’d like to know the prospect visited the website and looked at the pricing page? Of course.

If your sales team does not have a company like this one already identified as a prospect, it’s certainly worth a few minutes of research to see if it’s worthy of a sales rep’s attention.

Advantages of the Network Report Approach

The biggest advantage to using the Network Report is that you can gather real, actionable data to help your sales team follow up with prospects who are interested in your product.

Without the Network Report, the only way to identify website visitors is if they fill out a lead form or submit their email in exchange for a PDF download (or something similar), which is an inbound gated content methodology.

But by using Google Analytics, your marketing team can deliver true sales leads to your sales team—even if the prospect didn’t fill out a lead form.

Plus, Google Analytics is free and in use by almost every B2B website, meaning you can go look at the Network Report right now to see what sales leads you can uncover.

Disadvantages of This Approach

It’s manual, time-consuming, and completely non-automated.

For the Network Report to be helpful, someone from your team (or someone in Sales) needs to monitor the report daily. Whoever becomes responsible must:

  1. Scan the list to identify companies that are visiting your site.
  2. Cross-check them against existing prospects your sales team is already pursuing.
  3. Manually add this information to whatever CRM they’re utilizing.
  4. Decide which ones are promising enough to pass along for further investigation.

Also, once you identify a company that has visited your site, there’s no way to set up alerts for future activity from the same prospect. You’ll have to identify activity by manually logging visits in your CRM or tracking database as you see them.

Finally, this approach does not identify individual people who visited your site—only companies.

If you identify a new prospect that looks like a good match for your product or service, someone on your team will still have to research possible points of contact in the company before reaching out.

This is still a strong starting place however, especially for sales teams that normally spend their time creating prospect lists by downloading job titles on LinkedIn and using traditional outbound sequences to get through to them.

When you start by knowing someone at the company has been researching your site, your sales rep can pursue the lead knowing there is at least some level of interest.

How to Automate the Process (And Much More) Using Leadfeeder

You don’t need anything other than Google Analytics to see many of the companies that have visited your site.

But what if you don’t want to spend an hour or more every day sorting through the Network Report in Google Analytics?

Everything we described above can be done automatically in Leadfeeder, which integrates directly with your Google Analytics account and uses the same data Google Analytics uses to create the Network Report.

Here’s what it looks like if you view the same information:

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The first difference here is that you don’t have to sift through all the ISPs as you do in the Google Analytics’ Network Report.

You only see companies that Leadfeeder has identified as potential prospects.

In addition, with a Leadfeeder account, you’ll be able to:

1. See Individual Decision Makers at a Company

In many cases, Leadfeeder can show you key decision makers (along with their contact information) from the company that visited your site. Leadfeeder makes this possible with its Contacts features.

Leadfeeder Contacts is powered by a partnership with FullContact and Leadfeeder LinkedIn Contacts. This can save you hours of time trying to research LinkedIn looking for who might be the best person to contact at a company.

2. Tag and Follow Individual Companies to Monitor Future Visits

In Google Analytics, there’s no way to tag and follow an individual company or to monitor any future visits from them to your site.

In Leadfeeder, however, you can follow any company in the report. If that company re-visits your website, you’ll get an email alert.

3. Trigger CRM Actions or Email Notifications

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Leadfeeder integrates with almost all CRMs and email service providers, either through native integrations via MailChimp, Slack, Pipedrive, Hubspot, Salesforce, Zoho, Microsoft Dynamics, and WebCRM, or through our partnership with Zapier.

You can configure leads that meet certain criteria to trigger prospect records in your CRM automatically. You can also send email alerts, Slack or Google Hangouts Chat notifications to people within your company to alert them they have a new lead to research and follow up on.

By automating alerts, you can remove the need for someone to manually sift through the Google Analytics Network Report every day to identify new leads.

4. Hide Companies That Don’t Meet Your Criteria

Not interested in a company listed in the Leadfeeder report? It’s easy to hide any company listed so that you won’t have to waste time looking at it in the future—even if that company re-visits your site.

You can even hide companies that don't meet your criteria!

5. Create Feeds to View Only Specific Types of Sales Leads

With a custom feed, you can sort the companies in the report so you only see those that meet criteria that you set. For example, you might create a feed that only shows companies that have visited your pricing page or who are located in a certain country—or both for that matter! There are many possibilities for customization.

You can also subscribe to a feed by email to keep track of companies visiting your site that meet your monitoring criteria.

Ready to Get More B2B Sales Leads for Your Team?

We know many of you are marketers who are measured on your ability to generate actionable leads your sales team can follow up on.

Lead forms, content upgrades, websites, trade conferences: they’re all designed to gather names and contact information your sales team can follow-up on as they try to make more sales.

Using the Network Report in Google Analytics is a simple way to find additional information for your sales team to help them close more deals. It’s easy to review once you know where to look, and it can be accessed by your marketing team at any time.

Optionally—if you want to take advantage of the information in the Network Report, but don’t want to spend time manually sorting through the results—Leadfeeder makes following up on site visitors a cinch. It’s a tool designed for any marketer looking to hit quota, drive more leads, and support their sales team with as much actionable information as possible.

Now that you're here

Leadfeeder is a Google Analytics tool that shows you companies that visit your website. Leadfeeder generates new leads, offers insight on your customers and can help you increase your marketing ROI.

If you liked this blog post, you'll probably love Leadfeeder, too. Sign up requires a Google Analytics account and you can see results right after the sign up.

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