1. SalesFUSION Webinar
The Impact of website visitor
tracking on b2b sales funnels

2. What we’ll cover today
 About SalesFUSION
 The b2b website funnel
 Understanding b2b website analytics
 Website visitor tracking demystified
 Web visitor analytics and your sales Don’t Leave
funnel
Early!
 Enriching CRM with website visitor
data “One of the most
important questions
 The impact of the “digital marketing & sales must
conversation” answer is “who is on my
website and why?”

3. About SalesFUSION
 SaaS Marketing Application
 HQ – Atlanta, GA – Sales Offices in Philadelphia, PA
 Provide all b2b marketing functionality in a single app
 Focus on integrating Marketing and Sales (CRM)
 Only solution built on a CRM database
 Extensive global partner network
 Unique Client Services model
 Game-changing pricing structure
 99% retention rate
 90% of all new features added in 2011 – customer requests

4. The website visitor funnel
Search
Email Campaign
Web Forms
Responses
Completions
Basic Web Social/Blog
Analytics
Corporate
Website All roads lead to the
website
MA-Software 95% of b2b buyers
All site visit data is research on the web
captured an analyzed This “digital
inside of the MA system conversation” with your
Data is scored company is going on
Leads are pre- whether you know it or
processed not!

5. The B2B Website Funnel
Digital conversation
Prospective buyers are engaging with you in
search, social, blog, online ads….and more
You must inject yourself info this digital
conversation and present materials that entice
forms completion and lead capture
Capture
Track behavior
Use traditional web analytics to optimize your
sites performance by analyzing site behavior
Analyze
Present new content
Present your visitors with new content that is
engaging and educational. Become a source
of industry best practices and elevate to Nurture
trusted advisor status through intelligent
nurture marketing Ideas
Lead scoring
Capture all data points and group, rank, score
and route leads to appropriate follow up path.
Score
Engage sales
Move the highest value leads to CRM/Sales
quickly. Engage sales via email alerts and
relevant contact history in CRM.
Sales

6. The Role of the corporate website in your marketing mix
• Center of your marketing universe
• All channels lead to it
• Social
• PPC
• Online ads
• Email
• SEO
• All prospective buyers end up on it at some point
• We spend a ridiculous amount of time and money getting people to
our site…and have no idea what to do with them when they get there!

7. Advanced b2b web analytics
 “Who’s on my site” vs “How is my site performing”
 Analytics focused on leads and lead conversion
 Analytics integrated into the lead gen process
 Analytics that trigger events and alerts
 Information is captured and appended to CRM
 Information is used by sales in addition to marketing/webs team

8. Website visitor tracking demystified
 The identification and tracking of individuals and companies visiting
your website
 Enabled by placement of a 1st party cookie on the visitor’s pc and
relation of their IP address to their email address
 Tracks the visit detail in the context of lead generation
 Information gathered includes pages, downloads, time on site, location
and much more..
 Information gathered is integrated with CRM
 Information gathered is actionable and drives sales-related processes

9. Google Analytics vs. website visitor tracking
Website visitor tracking
 Performance of website  Places 1st-party cookie
 Geographic information  Tracks a person or company
 Top pages  Identifies companies based on
 Bounce rate reverse IP append
 Visit depth  Information is used in lead
 Return visitors scoring/nurture marketing
 Information used by web team  Information is embedded in CRM
for site optimization  Information drives sales lead
alerting via email

10. Important metrics to b2b sites
 Visitor Loyalty - How often do visitors visit the site? Do your visitors
visit once a month? 3 times a month? 10 times a month? Compare this
metric over a period of time, for example compare this month to last
month or this quarter to last quarter.
 Visitor Recency - How long has it been since a visitor last visited?
Again, compare this to two different time periods to see if there is a
change or did things remain the same.
 Depth of Visit - Measures the number of pages viewed by your
visitors. Here you will be able to view how many pages visitors view on
your site. Always compare metrics over a period of time and try to get
an insight into whether visitors are viewing more pages or less.

11. Trends in b2b web analytics
Information is moving from analytical to actionable – companies want
information gathered/presented in ways that can be used in sales funnel
advancement
Incorporating social metrics – monetizing social media efforts will
depend on integrated web analytics and website visitor tracking
Integrated approach – Disconnected tools being replaced with
integrated solutions that can automatically act on web activity

12. Website Visitor Tracking and your Sales Funnel
Web Leads In
Capture Lead Data - Forms
Analyze/Score Marketing
Pre-Qualify based on rules
Inside Sales
High-value leads – route to sales –
trigger email alert with link to CRM
Lead data is pushed to CRM
Outside Sales
Sales Engagement – Qualify to
opportunity or set to nurture
Close Win/Loss – Trackback ROI data
from Opportunity

13. What are we capturing in b2b web visitor tracking?
1. Known visitors – previously identified by email click/form completion
2. Known companies – identified by reverse IP append
3. Unknown visitors – raw SEO data
Email marketers who recognize and act on the changes
that have taken place in the ways their customers choose
to communicate with them and with each other will be in
the best position to adapt their email programs and stay
relevant.

14. What are we capturing in b2b web visitor tracking?
Combination of traditional analytics plus unique visitor demographics and
site behavior
IP-level detail
Geo-location
SEO
information
Email marketers who recognize and act on the changes
that have taken place in the ways their customers choose
to communicate with them and with each other will be in
the best position to adapt Page-level detail
their email programs and stay
relevant.

15. How do we capture and display this information?
1. Email click through – assuming the email/WVT solution is the same
2. Form completion
3. First-party cookie is placed on PC
4. Related to IP Address and Email Address and CRM GUID (if applicable)
• Not 100%
• People can clear cookies or
browse on a different machine
• Good content increases identified
individuals
• Give people a compelling reason
to self-identify

16. Data appending for known companies
1. Appends additional company detail to identified organizations
2. Can allow users to search and purchase contacts from data appending
solutions – Jigsaw…etc.
3. Purchased users – can be enrolled into campaigns….you may get
lucky!

17. Using website visitor
information in practical
b2b ways

18. How do we use the data in a practical way for b2b?
• Append data to your CRM
• Alert sales when valuable activity occurs
• Data uses to create accurate lead scoring models
• Data appended to account, lead contact records in CRM
• Data drives automated campaigns (nurture/trigger)

19. How do we use the data in a practical way for b2b?
Sales reports – companies on
the site
• Meaningful reports
• Delivered via email
• Filtered based on role/geo
• Make information actionable – click
to open in CRM

20. How do we use the data in a practical way for b2b?
Contact/Account level alerts
• Controlled by lead scoring
• Managed by lead assignment
rules (from CRM?)
• Leads on a silver platter for sales
• Beware of overkill – throttle the
alerts accordingly

21. Integrating with CRM – driving towards higher value
SERVICE
Contact Center
Marketing Automation
iCRM
Robustness of Solution
•Implicit Data
•Explicit Data
•Marketing & Sales
Email Marketing Alignment
MARKETING
•Implicit Data •Multi-Channel Integration
•Behavior
Web Analytics
•Implicit Data
•Behavior
Customer Intelligence
•Data Augmentation
CRM
•Data Quality .
Sales Performance
SALES
Mgmt
•Incentive Comp
•Sales Analytics
Sales Force Automation
•Contact Mgmt SFA
•Pipeline Mgmt
Value Derived
Source - Gleanster

22. What marketing data do top performing companies
integrate to CRM?
Website Page Visits 73%
56%
Email Click-Throughs 67%
33%
Email Campaign History 63%
32%
Content Downloads 58%
25%
Landing Page Visits 56%
34%
Data Augmentation 49%
22%
Landing Page Click… 43%
12%
Webinar Attendance 34%
4%
Event Attendance 28%
5%
0% 50% 100%
Top Performers Everyone Else
Source – Gleanster, Inc.

23. What does good CRM integration look like
• Separate from sales activity history
• Graphical – show sales quickly if someone is active
• Drill down into detail
• Data should be in table fields
• Allow for reporting and workflow

24. Inside sales use of website tracking
Website monitoring
Research anonymous
visitors – append with
contacts – enroll in
campaigns
Inside Sales Teams are leveraging new
Pop email alert when
email marketing tools for b2b
high-value activity • Respond to leads with HTML email
occurs – assign task templates
for call • Enroll new suspects in intro nurture
campaigns
• Enroll cold but not dead leads in
If no phone contact
nurture campaigns
made – enroll in
trigger campaign • Increased touch-points with larger
number of suspects
Receive on-going
alerts when lead
returns to
site/responds

25. Things to consider?
• Is anonymous activity worthwhile data?
• Is WVT as a stand alone solution viable?
• Will the recent issues in EU carry over to the US on privacy?
• How can we best handle privacy issues?
• Should we reference this information in prospect calls?

26. The impact of visitor tracking on your Sales Funnel
• Increased adoption & satisfaction by sales of the CRM
• Response time to leads is dramatically reduced
• Fewer leads fall-out prior to pre-qualification
• Longer-term leads are better developed through nurture marketing
• Forced collaboration between sales & marketing
• Accountability for passed leads is higher

27. What does SalesFUSION Offer?
• Email Marketing
• Dashboards • Nurture Marketing
• Linked to CRM • Social Media
oppt. • Online/Offline
• Real-time Marketing
analytics
• Campaign Generate
spend analysis Leads
Revenue Capture
Analysis Leads
• Landing Pages
• Web visitor
tracking
• Feedback loop Track Sales
Route Leads • Lead Scoring
from CRM to
Opportunities • Lead Routing
FUSION CRM
• Real time alerts

28. Thank you!
 Q&A
 Visit our online resource center
 PDF Materials & Video will be available
 See a Live Demo
 Who won an iPhone 5?
Integrated Marketing Automation for…
 Focused 100% on integrating Marketing and CRM
 Clients are raving fans of hands-on service
 Most aggressive pricing in market
 30-day Live Trial
 Pre-integrated to more CRM systems than any other vendors in our space