Audaxium Blog

If your website is an integral part of your lead generation activities, and I hope that it is, you probably use Google Analytics to look at what’s happening on your site on a daily basis.

But what about the details?  Just who exactly is visiting your site?

If you’re selling to other businesses wouldn’t it be great to know what potential customers were reading your content?

Pardot is now offering a very small subset of their functionality, for free, that enables you to see what companies are visiting your site, and what they are doing while they are there.  As long as a company can be identified from a reverse lookup, you’ll get their name in a report.

Not only can you see who’s visiting, and potentially spot opportunities before they contact you, but you can also examine specific visitor behavior, to see if your site is working as intended.  Sometimes overall stats are nice, but sometimes you need to look at the anecdotal behavior of one user.

From the Pardot Site:

Real-Time Reports Online

Log in to your VisitorID account at any time to view up-to-date reports on your identified website traffic.

Tracking which companies are visiting your website can help you both gauge interest for deals that are in progress and identify new target customers.

Detailed Activity View

Dig deeper in to a lead’s activities and see which pages were viewed, how long they spent on each page and what search terms they may have used. The detailed activity view gives the sales team greater insight in to a prospect’s area of interest.

Daily Activity Emails

For a simple way to keep up with your visitor reports, you can choose to activate daily activity emails. Each morning open your inbox to find a report of all visitor activity for the past 24 hours. Easily forward the reports to your sales reps or share with others in your organization.

If you’re interested in signing up, contact us, or sign up at Pardot’s site.

It was only a few years ago that your home page would be where most visitors would begin their experience with your website, but now Google and the other search engines rank your internal pages much more effectively and visitors often ‘land’ on an internal page before reaching the desired start point of your site. So you need to convert these internal web pages into more effective landing pages and get the most leads/sales that you can from them. Here are four simple steps to help you achieve that goal:

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Understanding what visitors are doing on your website is a very important component of your marketing machine, and you are probably familiar with most of the web analytics platforms that are out there today, such as Google Analytics, Webtrends, or Omniture. In fact you probably have an analytics tracking code setup on each page of your web site right now!

What is Web Visitor Analytics?

However the major thing that is missing from the popular web analytics tools is you don’t know what each individual visitor is doing on your website. For instance you have a product page on your website, from your web analytics you can determine that 850 visitors landed on the page last month, and 245 of those visitors picked on a link to watch a video. But can you identify an individual visitor from the 1,000s that visited your site? Where did each visitor go after watching the video? Did they download a white paper? Did they visit your blog or read a customer success story?

This is where Pardot Web Marketing Automation can help you. Pardot is able to track what an individual visitor is doing and how they are using your website.

How does Web Visitor Analytics work?

Pardot seamlessly attaches a cookie to your web visitor’s browser and then tracks their interactions with your site. The visitor reporting will tell you where the visitor came from, and what pages/content they are interacting with. This provides you with immediate insight into what an individual visitor is interested in. In the example Pardot visitor analytics report shown below  you can see a list of the pages that a visitor looked at, the type of action carried out , time spent on each page, and the date and time of the visit.

Visitor Website Interactions Report

When a visitor fills out a lead form on your site to gain access to content, like a white paper, or to contact you for a quote; your visitor then becomes a Prospect. Pardot will store each prospect in a hosted web database (Pardot will sync the prospect data with your CRM system, and works with NetSuite, Salesforce, Microsoft Dynamics, and Sugar CRM).

How can Web Visitor Analytics help me?

Every time your prospect returns to your site and interacts with your web content their activity is tracked, as shown in the figure below.

Prospect Activities Report

Pardot can then help you to nurture your prospect with web marketing automation based on the activity with your website. For instance, if a prospect read a specific customer success story, Pardot could then send them a related white paper or product data sheet automatically without them having to fill out another form or make a request. Or your prospect registered for a webinar and downloaded a guide after the event a salesperson in your company could be alerted automatically by Pardot to contact the prospect.

Conclusion

As you can see having web visitor analytics in addition to your existing website analytics means that you can better utilize your web site, understand how visitors use your site, automate your lead generation activities and nuturing campaigns based on how a visitor interacts with your site.

Want to learn more about Pardot? Contact us to schedule a live demonstration or click here to watch a video and download our Web Automation Guide.

The B2B world of buying and selling has changed. With the power of Google and other web tools, buyers have access to far more information and they are doing more research on their own long before even contacting the vendors. In many cases, by the time the buyer contacts the vendor, they already know everything they need to know to make a buying decision.

The problem is… will they be contacting you? Or will they be contacting your competition? Making your website into a lead generating machine rather than an electronic brochure is now more important than ever!

View our presentation below to learn how the Pardot Web Marketing Suite can help you to obtain more qualified online leads for your sales pipeline. Our presentation includes…

• How to nurture your leads until they are sales-ready.
• How to enhance your website with search tracking, landing pages, and lead capture forms.
• Being perceived as a thought leader, rather than a spammer.
• Automating the process of nurturing a potential buyer through their investigation process.
• How to track what your prospects are doing on your website

Pardot’s a great Application.  Check out the demonstration below.

Pardot Demo on Vimeo.

Recently I gave a webinar to about 30 companies who are getting into e-commerce.  They have a large, established customer base but more and more are seeing value from offering many of their products online, as opposed from buying from a Sales Rep.

The real goal is to get the reps more efficient by putting lower margin items online, and have reps spend their time on the larger, more consultative, opportunities.

Here’s a few of the tips I gave them during my presentation on how to properly market their webstores.

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What’s not to love about automation?  Having things done for you is always better than doing them yourself.

Pardot’s email marketing automation solution is a tremendous application for anyone who wants to do a better job sending emails and generating leads. With rules based email, intelligent lead scoring, and integration with NetSuite, Salesforce and SugarCRM it’s sure to improve almost any marketing department that sells B2B.

The first thing to know is that Prospect Insight, Pardot’s application, works just great as a stand alone application.  When you are using it in combination with a CRM tool it’s designed to operate “in front” of your CRM, feeding it with leads when it’s appropriate to contact them.

The image to the right really sums it up.  Pardot will capture web visitors information and activities, score the lead, automate email followups, and then, when you deem it useful, assign the lead to a sales rep.

Do you have problems with large quantities of “junk” leads?

Do you wish you could sort leads by how interested they are in your website?

Do you wish you could nurture cold leads with a call to action that makes sense for that individual contact?

I could ask a hundred more questions.  But if you say yes, then read no more and contact us to see a demo.

Read more if you must…

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