Choose speciality channel:   Choose sector channel:     Search the site

How to Guide


How to use website intelligence to increase marketing ROI

How to use website intelligence to increase marketing ROI

By Caspar Craven, co-founder & director, Trovus

If you are interested in the product or service of a company, what is the first thing you will do to find out more about them? It’s pretty likely that checking out their website and blog will be high if not top of your list.

So if you follow this logic, as a b2b marketer any marketing campaign should result in activity on your website. In short – you stimulate your target market with marketing campaigns – they then come to your website to find out more about you.

Traditional measurement techniques such as Google Analytics focus on counting the number of visitors coming back to your site, but how do you know if your marketing messages have hit the right target audience or not? Wouldn’t it be useful to see the profiles of those companies who are visiting your website and what they are doing on your site?

Gartner describe part of this as a ‘customer centric website strategy’. To a b2b marketer means being able to understand browsing profiles from individual companies and respond to that activity appropriately.

In this simple guide, there are four key elements to being able to help you generate a higher return on your sales and marketing investments. The underlying key is making sure that relevant information gets to the right person at the right time and that appropriate actions follow this information.

1) Relevant Information

This is more than just seeing the names of the companies visiting your site. It is seeing the entire profile of companies – how many different people from that company visited your site, on how many different occasions, what search terms did they use to arrive there, what time of day.

Far more importantly the relevancy part is overlaying this with what the relationship with that company is. For example, is it a lapsed client and suddenly there are 4 different visitors from that company looking at your site – is it a strong sign they want to engage with you again? Could it be that of the 100 companies you recently targeted in a mail shot, that 5 of them are showing really serious interest and are looking at all your product pages? Would this help leverage your time in terms of prioritising which companies to focus on? 

These profiles contain a wealth of intelligence and need to be understood in the context of your relationship with them.

2) Right Person

The information needs to get through to the right person. Imagine if a salesman has 20 prospects and two of them are showing significant interest by both looking at many case studies pages on your website.

That information on those two prospects needs to be in the hands of the salesman so he can prioritise and focus his conversation.

This information has limited value if it simply stays in the hands of marketing and doesn’t reach the salesman who can drive appropriate actions from this actionable intelligence.

3) The right time

Our salesman in the previous point needs to have this information straight away. It’s significantly less valuable if he gets the information in a report at the end of the month. The response needs to be timely to be most beneficial.

4) Driving the right actions

For the intelligence to be truly valuable rather than “oh that’s interesting”, specific actions need to be driven off the back off the information. This could be salesmen contacting prospects at the right time and having the right conversation with those prospects. 

It could be account managers driving the right conversations with clients. It could be marketing teams identifying say 20 prospective companies who are looking at their website and then focusing their marketing activities on only those 20 companies as they are already interested in your services.

Our experience is that when these four factors come together to act on website intelligence it is hugely powerful and can lead to meaningful sales growth driving a much higher return on your sales and marketing investments.

We have found that the best process is one of test and measure – working out what works for you and what doesn’t is the route that has been most successful in driving growth for our clients. Remember – the key is getting relevant information to the right person at the right time and driving appropriate actions.


coupon for viagra coupons viagra
married men affairs married men dating infidelity in marriage
discount drug coupon coupons for prescriptions
abortion research paper abortion doctors
cialis coupons from lilly discount prescription drug cards free coupon for cialis
bystolic coupon 2014 open generic bystolic alternative
lisinopril side effects and warnings lisinopril side effects and warnings lisinopril side effects and warnings
sumatriptan migraine headache sumatriptan migraine headache sumatriptan migraine headache
prescription savings card link cialis discounts coupons
aida kreuzfahrt aidadiva aida angebote
concorde concordia rechtsschutz
sildenafil teva link sildenafil 1a farma 100 mg
cloradex costo cloradex bambini clorexidina
how to have an abortion pill abortion pill stories abortion price
buscopan plus preis buscopan plus preis buscopan dragees
duphaston tablete za odgodu menstruacije duphaston tablete kako se piju duphaston
printable coupons for cialis prescription drug coupons cialis coupons 2015
coupon for prescription coupon for cialis cialis manufacturer coupon 2016
spontaneous abortion pill pro abortion spontaneous abortion pill
nootropil 800 g nootropil review nootropil
medication abortion pill side effects of abortion pill pro abortion
what is abortion pill abortion pill procedures how do abortion pill work
priligy 30 mg priligy 30 mg priligy
abortion pill process abortion pill complications articles on abortion pill
abortion pregnant abortion timeline elective abortion
vivitrol wiki naloxone naltrexone

Check out 12ahead, our brand new platform covering the latest in cutting-edge digital marketing and creative technology from around the globe.

12ahead identifies emerging trends and helps you to understand how they can apply to modern-day companies.

We believe 12ahead can put you and your business 12 months ahead of the competition. Sign up for a free trial today.