It’s all very well having a top notch website. And it’s all very well looking at the data Google Analytics provides. But what if you want to know more and do better? Matthew Burgess, Phew Internet MD, talks to Ray Wright, Head of Partnerships at Lead Forensics.
MB: Firstly, can you tell me a bit about what Lead Forensics does and how it can enhance a company’s digital and marketing strategies?
RW: We’re set up so that business-to-business organisations can support their sales and marketing functions, including their website, and help understand how ‘unknown’ website visitors can become more qualified prospects. Our service offers an advanced web dashboard which shows real-time information about which companies are visiting your site, how long they’re spending on it and which pages they’re looking through, which sites they’ve come from. We provide the business name, location, website address, phone number, credit score and key financial information from a number of independent sources. The data starts from an IP address, so there are no EU cookie law issues involved. Our web dashboard provides customisable, complex reporting capabilities.
MB: How can the thinking and information behind what you do influence how a company should brief an agency or in-house team to build a new website or improve an existing website?
RW: Well, a recent report by Base One said that 87% of B2B buyers look to conduct thorough research before choosing a supplier, so the content on your website (and on other sites like social media platforms, particularly LinkedIn) has got to be relevant and in the right place at the right time – also remember that further research will be done afterwards as well, to validate what you’ve said on your site. What we can help with is to quantify and qualify all those research visits. The way I see it, if you’re going to invest in website development and design and maybe apps with someone like yourselves, you’d be remiss not to create an end-to-end strategy which tells you who’s visited your site, why and then help your business decide what to do with that information.
MB: I can see why I would want you to help over and above Google Analytics and how you could support an organisation’s digital strategy. What about supporting marketing activities?
RW: It’s really exciting because we can actually help clients improve ROI from other activities like e-newsletters, online display, direct mail and events. By supplying us with the list of companies attending events or receiving newsletters for example, we can customise reporting to show what proportion of those companies visited your website and how many pages they looked at. Did they look at case studies, your blog or your services/ products page? What happened next? Overall anything we can do to reduce the need for cold calling and turn traffic into leads, we’d like to.
MB: Can you tell give me an example of some recent work that would be relevant to our readers?
RW: I was recently speaking to our Customer Success Team who let me know about an accountancy firm that was finding real success from working with us. A colleague working at the firm logs into our software every day and is finding the tool absolutely brilliant from a marketing perspective – by using the data we provide, they are currently redeveloping their website to appeal more to their visitors.
From a sales perspective, they have found success with us in their referral program. Before they used to approach referrals that customers had recommended and got nowhere, with them always stating they were not interested. Since using Lead Forensics they first check to see if these referrals went onto the website and had a look around. When they have, it gives the sales team confidence that the interest is genuine and now prioritise these prospects first. From this, they have secured five deals and it’s safe to say they love what we do!
For more information about how we can support you together with Lead Forensics, please contact Matthew.