Most BtoB marketers are using Google Analytics to learn more about how visitors find and navigate their sites, but they still struggle with strategies to convert the large percentage of unidentified traffic. Officially taking the wraps off of their Demandbase Professional SaaS offering this week, Demandbase is targeting significant void of unconverted web traffic.
“Businesses today invest heavily in driving traffic to their websites, spending a large portion of their budgets on paid search initiatives but only getting value from the less than 5% of visitors that convert,” said Chris Golec, CEO of the San Francisco based customer acquisition solution provider. “Demandbase Professional provides all of the tools necessary to capture the other 95+ percent of website visitors and creates an entirely new source of rich, readily convertible leads for B2B marketing and sales.”
Demandbase Professional is designed to enable sales and marketing executives to better identify, reach, and convert new business. Golec claims Demandbase Professional can help improve the number of B2B leads generated from a website by up to 300 percent through analytics, filtering and routing functionality designed to turn anonymous website visitors into qualified sales prospects.
More than 25 customers, across multiple industries, have already subscribed to a pre-release of Demandbase Professional including Accolo, Esria, Jigsaw, Shore Consulting and University of North Carolina.
“Demandbase gives us a way to identify and monetize the traffic we are generating from our search marketing campaigns, SEO, email, blogs, and other online marketing programs,” said Ian Shannon, Marketing Manager from Accolo, a provider of enterprise-class recruiting solutions for small and mid-size companies. “The real difficulty in our online marketing efforts is separating our website’s business traffic from individuals looking for their next great job opportunity. The new service has made an immediate and measurable impact on our marketing efforts by giving us better visibility into our business traffic and providing us with a means to turn website visitors into new customers.”
Demandbase Professional customers are able to identify the highest potential businesses that visit their Web sites, summarize visitor interests, and immediately access the most accurate and responsive contacts for sales or marketing follow up. The service is made possible through technology that matches web traffic to unique business offices, and then dynamically identifies the most appropriate people for follow-up from a database of more than five million business contacts.
Demandbase Professional also features a new breed of B2B web analytics that allow marketing professionals to identify the business traffic within their target market and segment their traffic by company size, industry, or market sector.
Other key functionality of Demandbase Professional includes:
• Daily Lead Report – Displaying all businesses within the customer’s target market that visited the website on the previous day. A summary of the previous day’s activity, including a list of the best business contacts for sales and marketing follow up with, complete with contact details, is automatically delivered as a CSV file via email daily that can easily be imported into CRM or Marketing Automation systems or routed to the appropriate team for follow-up.
• WebLeads – The most relevant business contacts are presented within the Demandbase Professional application for follow-up. Business contacts include full name, title, company, industry, address, phone, and in most cases, email address. For each business, WebLeads includes the date, number of visits and pages viewed for each visit.
• B2B Web Analytics –Detailed trend reports on web traffic are displayed in a dashboard format, revealing trends around percentage of traffic from business demographics, such as specific industries or company sizes. Trends may be viewed by day, week or month.
• Profile Matching and Filtering – This function allows users to create custom profiles defined by industry, geography and company size, then run reports detailing those visitors who match the profile, as well as the percentage of traffic that meets the profile criteria both daily and over time.
• Trend Analysis – This tool allows users to track trends by industry, geography, company size, and target vs. non-target visitors.
• Lead Routing – This feature allows customers to build custom routing rules that specify which leads are routed to various individuals or groups for follow-up.
Demandbase Professional is fully integrated with the company’s Demandbase Central lead generation platform of validated business contacts, as well as the Demandbase Stream desktop web traffic monitoring service. Data comes from many of the world’s largest sources including D&B, Jigsaw, Hoovers, LexisNexis, AccuData, and ZoomInfo.
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The Greek philosopher Heraclitus once said, “Nothing endures but change.” While this statement undoubtedly rang true thousands of years ago, the pace of change has accelerated so much that it carries substantially more meaning and weight today.
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