Getting more quality leads from your website can be a tough task, especially if you’re working for a B2B company. As the costs of marketing campaigns rise and the returns become harder to measure, many marketers find themselves scratching their heads, wondering how to get more visitors to convert.
The secret weapon for B2B marketing teams is buyer intent data that helps you to understand when and what leads are ready to convert, so you will not miss out on any potential clients.
By analyzing buyer intent data you get information like whether a company has visited your website, what pages they read, and what topic they're most interested in to determine if they are a qualified prospect or just kicking the tires. Once you have this information, it’s time to act!
This data is powerful, but most businesses aren't making the most of it. Today, I'll share 10 ways to generate high-quality leads from companies visiting your website by leveraging B2B buyer intent data.
Related blog: Learn 10 ways to use buyer intent data for B2B sales teams.
Leadfeeder tracks companies visiting your site and what they do when they get there. Try us free for 14 days.
10 ways to generate leads by capturing companies visiting your website
It's no secret that finding high-quality B2B leads is expensive, time-consuming, and often full of frustration. To make it easier, check these 10 ways below to find which companies visit your website.
#1 Spot high-value leads that are ready to make a purchase now
The key to effective marketing is catching the right leads—not just the largest number of leads. It's not enough to have a killer marketing campaign or target just the right keywords, you also need to capture leads that express interest at just the right time.
Using Leadfeeder, you can spot high-value leads when they're on your site. For example, a company that checks out your pricing pages/demo pages is more likely to be interested in your offering than someone who just opens an email.
By setting up custom feeds, you can get a notification whenever companies with a strong interest visit your site so you can move them through the marketing funnel—or pass them off to sales.
This means you spend less time marketing to leads that won't convert 🙌
Learn how to set up custom feeds to capture high-intent companies visiting your website.
#2 See which companies are clicking on your Google Ads
Marketing teams invest a lot of money in Google Ads—but how do you know if relevant companies are clicking on your ads? Google only shows you home many clicks you get—not if they are in your target audience.
The average conversion rate across Google Ads is only 4.40 percent. Can you imagine how many potential leads you’re missing out on? With Leadfeeder, you can see companies clicking on your ads but not converting. This way, you can see which companies click on your Google Ads, giving you better insights into whether your campaigns are effective at reaching your target audience. Also, you can deep dive into your campaigns, and see which ads groups and keywords are attracting the best companies.
Using this data, you can optimize your campaigns to attract the right audience or stop campaigns that aren't attracting the right companies.
Learn how to see which companies click on your Google ads.
#3 Track the quality of leads brought in through organic traffic
You invest a lot of time and resources into producing content—but tracking whether that content drives relevant traffic is a challenge. Google Analytics shows you how many people visit your site, but that doesn't tell you if your target audience finds your content useful.
With Leadfeeder, you can see exactly what companies read your content. You can even see how the companies came to your site, how long they spent on a specific blog or case study, and even what actions they take after reading the content.
This data can help you see what topics your ideal customers are interested in and steer away from topics that are attracting traffic but not leads.
Learn how to track the quality of leads from organic traffic.
#4 Identify companies that abandoned signups
In today's world, capturing leads is more important than ever. But even the most well-designed forms can't be counted on to get all the information you need from your customers. In fact, 81 percent of people have abandoned an online form after beginning to fill it out.
With Leadfeeder, you track companies even if they abandon your forms and get a better understanding of their buyer journey.
For example, maybe most of your customers read Blog A, visit your product page, then fill out your form. However, you notice companies who read Blog B and visit your product page are 50 percent more likely to abandon your form.
In addition to being able to capture leads that abandon your form, you can see there's something wrong with Blog B that causes users to bounce—so you can fix it.
Learn how to track companies that abandoned forms.
#5 See which companies are downloading your un-gated content
Spoiler alert: You don't have to gate content to generate leads 🙌
Every marketer would like to un-gate their content but they don't want to lose the information about who is downloading it. The solution exists. Leadfeeder allows you to both un-gate your content and still track the companies downloading it.
Un-gated content is becoming more popular for several reasons:
It creates demand
Readers prefer not to 'pay' for content with their data
You can still track who is reading your content.
With Leadfeeder, you can track what companies download your content without gating it. Even better, you can track the actions they take on your site before and after they download content. For example, you might see that companies who download a specific guide are more likely to request a demo, which tells you that the content is doing its job!
Additionally, you can see if the right companies are downloading your content.
Learn how to track companies that download un-gated content.
#6 Track the impact of your ABM campaigns
Tracking the impact of account-based marketing campaigns is notoriously difficult. Most tools use cookie-based tracking — but they only let you track if the same account sees the ad, clicks on the ad, and signs up on the same device.
B2B purchase decisions are never that direct. There are usually a number of stakeholders and a lot of internal discussions before making a purchasing decision. This means that cookie-based tracking isn’t capturing a lot of the impact of your ABM campaigns. This issue has been further exaggerated with a significant amount of users now blocking cookie-based tracking altogether.
Luckily, there is a solution. With Leadfeeder, you can upload your ABM target account list and see if those accounts are visiting your site. This captures a clearer picture of the impact of your ABM campaigns and helps you reach out with the right message at the right time because you can see what content they view on your site.
Learn how to see if target accounts visit your site.
#7 Spot companies that watch your video content
Video marketing is on the rise, but many companies struggle to track whether users actually interact with their videos. With buyer intent data from Leadfeeder, you no longer have to wonder whether the right leads are finding your video content.
With Leadfeeder, you can see what companies are watching your videos and if your videos are reaching your ICP.
Even better, you can track multiple touch points. For example, you can track companies that watch a demo video and then check out your pricing page.
Learn how to set up video tracking.
#8 Track the behavior of companies that filled-in form on your website
We've already mentioned you can track companies that don't fill out a form on your website. This strategy takes it a step further. Rather than just tracking who did and didn't fill out the form, you can turn company names into individual ones with a bit of follow-up work.
Say, for example, someone from Meta comes to your website. In Leadfeeder, you'll see that someone from the company visited your site—but we can't separate that activity from other visitors from the same company location, as we only track companies and not individuals.
But let's say someone from Meta fills out a form and tells you they are John, a marketing manager at Meta. Now, we can track that specific person's behavior including what pages they visit, the content they download, and any high-intent actions they might take because that individual shared his name and designation while filling out the form.
Learn how to track users who fill out forms on your site.
#9 See what individuals are engaging with your marketing emails
How effective is your email marketing? Most companies just look at stats like open rates and click-through rates.
Leadfeeder's email marketing tools integrations allows you to see who has visited your website from your email campaigns and what they did on your website, supercharging your sales and marketing strategy. Let me explain… If someone has interacted with your email campaign (integrated with our tool), Leadfeeder can identify that user's sessions going forward. So if the same person comes back via organic or paid marketing activity to your website, it's no longer an anonymous company visitor. Leadfeeder can show the exact person (name + email).
For example, you might see that Jean from Google interacted with your email last week, but didn't visit your website. Today, you see she visited your site three times, including watching a demo. There's a good chance she's interested in your offering. And you are the winner: you 100 percent know that she visited your website, and what pages did she view.
You can use that information for retargeting campaigns or send the information over to sales if they are close to conversion.
Learn how to track marketing email impact.
#10 Understand the B2B buying journey from start to finish
Having a clear understanding of the buyer journey is crucial to developing effective marketing campaigns. However, the B2B buyer journey can be long, complicated, and challenging to track.
Most buying journey tracking tools only look at one user journey. They don’t track it on a company level. But in a B2B environment, you cannot make a decision based on only one user journey.
At Leadfeeder, we show the company-level data, so you can see all the buying journeys from the company and what actions they were taking before purchasing. This way, you can understand what actions led the certain company to a buying decision.
That data can be compared to lost deals to better understand what parts of your website, marketing strategy, and buyer journey work so you can make improvements.
Learn how to track the B2B buyer journey from start to finish.
How Leadeeder helps you to understand B2B buyer intent data
Leadfeeder makes it easy to create incredibly specific, custom feeds for the use cases above—and many others. As a result, you get detailed insights into companies that visit your website, view specific pages, or come from ads or emails.
Related blog: Learn 10 ways to use buyer intent data for B2B sales teams.
Want to learn more about our custom feeds? Watch this video for more details or sign up for a free 14-day trial.
Sanjana Murali is the Product Marketing Manager at Leadfeeder. Connect with Sanjana on LinkedIn.
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