3 B2B Web Tracking Solutions to Generate More Leads from Your Website
Posted: Tue Dec 03, 2024 5:36 am
2B web tracking is a digital marketing approach that involves identifying website visitors and observing their behavior. Companies identify the most interesting prospects and propose targeted product or service offers based on the observed centers of interest.
Using a web tracking solution is one of the best ways to generate leads from your site. It is a powerful prospecting tool that helps your sales team acquire more customers. Need guidance? appvizer provides you with the keys:
Webmechanics Automation logo
Webmechanics Automation
32 reviews
VISIT THE WEBSITE
Cloud Marketing Solutions for Relationship Marketing
Learn more about Webmecanik Automation
See all Lead generation software
A glossary of web tracking definitions
To help you choose your B2B web tracking tool , we provide you with some definitions in an essential glossary : ​​understanding web tracking and its solutions will make you understand why it is worth investing in this tool.
Definition of web tracking
The English term web tracking literally means "web tracking" in French.
Web tracking is a B2B internet marketing technique that allows you to:
Identify lead opportunities not captured by online forms
identify visitors to a website
observe their browsing behavior on the site
analyze the links clicked and the pages visited,
measure the time spent on each web page,
qualify their centers of interest by compiling information,
compile statistics on visits, interests and navigation,
segment the various marketing targets,
assign each visitor a maturity score in the purchasing process,
offer visitors a personalized experience and sales offers,
simplify marketing and sales activities.
B2B web tracking works through a process called a website tracker , which tracks cookies and the IP address of a visitor. Technically, this is a tracking code that is installed on every page of your website, or a javascript code.
Digital Marketing Solutions and Benefits
Used properly, B2B web tracking offers a whole host of useful solutions for companies, both in terms of marketing and sales .
Here are the main solutions offered by B2B web tracking, followed by their definitions:
Behavioral scoring: identifying a visitor by name allows us to observe their behavior on the website, and therefore determine the evolution of their behavior and their maturity in the purchasing process by assigning them a score;
A file of qualified leads: the identified prospects represent new business opportunities that can form the basis of your prospecting file or be added to it;
Commercial signal detection for salespeople: Sales teams receive automatic alerts as soon as a visitor action is detected that reflects a real opportunity;
Email retargeting for lead nurturing of some cold prospects: some visitors who have left their email address are not yet ready to buy; a marketing automation scenario (emailing suite) feeds and supports the nurturing process in a targeted and personalized way, up to the purchase decision;
Optimizing online advertising campaigns: by analyzing the keywords on your site that generate traffic (in terms of SEO, search engine optimization, or natural reference in search engine results like Google) and cross-referencing them with data collected on the behavior of your visitors (conversion, purchase, download, etc.), you can identify the most profitable keywords for your advertising investments;
use retargeting with advertising: retargeting allows you, for example, to show uae phone number list an ad with a personalized message to a visitor who has left your website without purchasing anything, to encourage them to make a more informed decision;
update your CRM database by cross-referencing contact information.
Is B2B web tracking GDPR compliant?
According to the General Data Protection Regulation (GDPR), which will come into force on May 25, 2018, web tracking is authorized in B2B: it is based on the legitimate interest of a company to contact another to propose commercial offers.
Let's clarify the main guidelines of the GDPR for web tracking in B2B:
Legitimate interest in B2B: for example, a crane manufacturing company has no legitimate interest in contacting bakeries to sell them machinery, but its contact with lifting companies for which a crane is an essential work tool is legitimate;
retain proof of consent: the GDPR is based on principles of transparency to inspire trust. It is therefore strongly recommended to obtain explicit consent from visitors, including B2B visitors, and to do so unambiguously, in particular by providing information on the purposes of data processing. You are also legally obliged to retain proof of consent;
provide access to data: as a company that collects data from visitors to your website, you must give these professionals the ability to access their data and exercise their rights (information, modification, deletion or portability of data);
communication by email: if opt-in or opt-out is possible, access to the data is mandatory and the interest must be legitimate.
3 Tools to Track Your B2B Website Visitors
Using a web tracking solution is one of the best ways to generate leads from your site. It is a powerful prospecting tool that helps your sales team acquire more customers. Need guidance? appvizer provides you with the keys:
Webmechanics Automation logo
Webmechanics Automation
32 reviews
VISIT THE WEBSITE
Cloud Marketing Solutions for Relationship Marketing
Learn more about Webmecanik Automation
See all Lead generation software
A glossary of web tracking definitions
To help you choose your B2B web tracking tool , we provide you with some definitions in an essential glossary : ​​understanding web tracking and its solutions will make you understand why it is worth investing in this tool.
Definition of web tracking
The English term web tracking literally means "web tracking" in French.
Web tracking is a B2B internet marketing technique that allows you to:
Identify lead opportunities not captured by online forms
identify visitors to a website
observe their browsing behavior on the site
analyze the links clicked and the pages visited,
measure the time spent on each web page,
qualify their centers of interest by compiling information,
compile statistics on visits, interests and navigation,
segment the various marketing targets,
assign each visitor a maturity score in the purchasing process,
offer visitors a personalized experience and sales offers,
simplify marketing and sales activities.
B2B web tracking works through a process called a website tracker , which tracks cookies and the IP address of a visitor. Technically, this is a tracking code that is installed on every page of your website, or a javascript code.
Digital Marketing Solutions and Benefits
Used properly, B2B web tracking offers a whole host of useful solutions for companies, both in terms of marketing and sales .
Here are the main solutions offered by B2B web tracking, followed by their definitions:
Behavioral scoring: identifying a visitor by name allows us to observe their behavior on the website, and therefore determine the evolution of their behavior and their maturity in the purchasing process by assigning them a score;
A file of qualified leads: the identified prospects represent new business opportunities that can form the basis of your prospecting file or be added to it;
Commercial signal detection for salespeople: Sales teams receive automatic alerts as soon as a visitor action is detected that reflects a real opportunity;
Email retargeting for lead nurturing of some cold prospects: some visitors who have left their email address are not yet ready to buy; a marketing automation scenario (emailing suite) feeds and supports the nurturing process in a targeted and personalized way, up to the purchase decision;
Optimizing online advertising campaigns: by analyzing the keywords on your site that generate traffic (in terms of SEO, search engine optimization, or natural reference in search engine results like Google) and cross-referencing them with data collected on the behavior of your visitors (conversion, purchase, download, etc.), you can identify the most profitable keywords for your advertising investments;
use retargeting with advertising: retargeting allows you, for example, to show uae phone number list an ad with a personalized message to a visitor who has left your website without purchasing anything, to encourage them to make a more informed decision;
update your CRM database by cross-referencing contact information.
Is B2B web tracking GDPR compliant?
According to the General Data Protection Regulation (GDPR), which will come into force on May 25, 2018, web tracking is authorized in B2B: it is based on the legitimate interest of a company to contact another to propose commercial offers.
Let's clarify the main guidelines of the GDPR for web tracking in B2B:
Legitimate interest in B2B: for example, a crane manufacturing company has no legitimate interest in contacting bakeries to sell them machinery, but its contact with lifting companies for which a crane is an essential work tool is legitimate;
retain proof of consent: the GDPR is based on principles of transparency to inspire trust. It is therefore strongly recommended to obtain explicit consent from visitors, including B2B visitors, and to do so unambiguously, in particular by providing information on the purposes of data processing. You are also legally obliged to retain proof of consent;
provide access to data: as a company that collects data from visitors to your website, you must give these professionals the ability to access their data and exercise their rights (information, modification, deletion or portability of data);
communication by email: if opt-in or opt-out is possible, access to the data is mandatory and the interest must be legitimate.
3 Tools to Track Your B2B Website Visitors