Online marketers are constantly searching for new ways to engage and retarget potential customers. One effective method is leveraging website triggers to retarget anonymous visitors within a sales funnel. This article will provide a comprehensive overview of this process, including setting up real-time tracking, creating audience segments, and integrating ad platforms like Facebook and LinkedIn.
First-party data is information collected directly from your customers and prospects. It's becoming increasingly important for marketers as it offers valuable insights into user behavior, preferences, and demographics. By leveraging first-party data, marketers can create personalized experiences, tailor marketing messages, and ultimately, drive higher conversion rates. In short, first-party data is the key to staying ahead in today's competitive online marketing landscape.
Understanding Real-Time Tracking and Anonymous Visitors
Salespanel's real-time tracking allows marketers to monitor users' activity on their website in real-time, differentiating it from statistical tools like Google Analytics. By using real-time tracking, marketers can observe and analyze the behavior of both identifiable leads and anonymous visitors.
Leads are individuals who have provided their email address or identified using Salespanel's SDK, whereas anonymous visitors are those who have not provided personal information but have given consent to be tracked. Complying with privacy regulations, marketers must ensure that they only track users who have given their consent.
Creating Segments for Targeting
To retarget anonymous visitors effectively, marketers need to create audience segments. Segments help to define specific subsets of website visitors, enabling more targeted marketing efforts. For example, marketers might create a segment for visitors with a lead score of more than 10 and are located in the United States.
Please check more information on Segments
Checkout: Overview of Salespanel B2B Visitor Intelligence API
Integrating Ad Platforms
Retargeting anonymous visitors is made possible by integrating ad platforms like Facebook and LinkedIn. These platforms offer two types of audience targeting: customer-based and pixel-based (website) audiences.
Customer-based audiences comprise existing, identifiable customers, whereas pixel-based audiences are anonymous visitors tracked by a pixel event. Marketers can create custom pixel events to track specific actions or behaviors, which can then be used to target anonymous visitors more effectively.
Setting Up Custom Pixel Events for Retargeting
To set up custom pixel events, marketers can refer to the documentation provided by ad platforms like Facebook. By using the platform's event setup tool or customizing the event code, marketers can create unique pixel events for their segments.
For example, a marketer might create a custom event called "Sales Funnel MQL" to target anonymous visitors who qualify as marketing-qualified leads. This event would then be triggered every time a visitor within the Salespanel Segment meets the defined criteria using Website Trigger.
Check out the playbook
Retargeting anonymous visitors is a powerful marketing strategy, enabling marketers to engage with users who have not yet provided their identification information. By leveraging Salespanel's real-time tracking, creating audience segments, and integrating ad platforms, marketers can effectively retarget anonymous visitors and convert them into valuable customers.