It’s not easy to convince buyers on their first visit to provide their contact information. In fact, more than 80-90% of B2B inbound visitors leave without providing their email addresses. Now, the question is how do you make your presence known and gain their interest? Well, you can always run retargeting ads to the visitor but for B2B companies, there is more than one decision-maker involved and you will often find that the person who first found you from a company is not the person who buys from you. Also, with retargeting to pixel audiences, you have very little control and don’t know who they are.
But that changes with Salespanel. You run inbound marketing campaigns and bring visitors to your website. Salespanel not only captures signed-up visitors from your website but also identifies companies who visit your website and leave without signing up. You can then set up a system to identify companies that match your customer persona, gain their interest and turn them into MQLs with complete automation. Before we begin, it is important to mention how company identification works and who this is for.
The company identification module works by identifying the IP address of a visitor and mapping it to a company. Most medium and large-sized businesses have dedicated business IP address blocks that their employees use. This method is completely legal. There are currently no other legal ways to identify an anonymous visitor. So, now that we understand it, it is evident that this method will not be able to detect small companies that do not use company IPs. For companies that have more than 500 employees, although Salespanel will be able to identify the company, it will be hard to reach the right person with such a huge employee count. This entire automation process works best for businesses whose customers have a company size ranging from 200-500.
Identifying companies who match your ICP
An ideal Customer Profile (ICP) is a hypothetical profile that is created by you to define your ideal prospects. For example, your ideal customer profile can comprise of companies that are from the IT industry and have company sizes between 200-500.
On Salespanel, go to the Segment (Feed) creation menu and create a Feed using data attributes that match with your ICP. Do not forget to use “Company Type = Visiting Company”. Save the feed and all companies who are identified from your website and match with your ICP will be added to the Feeds in real time.
Now that we have set up the segmentation system, let’s move toward creating the automation system.
To create this automation, we need to use Salespanel’s RESTful API and/or Zapier depending on which automation strategy you will be using. You might need technical help with this. Please let us know if you need any help from our end and will be happy to assist you.
So far, we have set up a process to segment out companies who visit your website and match with your ICP. Our goal now is to get individuals from these companies to take the next step and sign up, book a demo or identify themselves. Now, we will create a process to automatically engage these prospects on different advertising platforms and also run outbound campaigns.
Let’s start with outreach. If you do not want to run outreach campaigns to these companies, skip to the next section.
On Salespanel, when a company is identified, Salespanel uses third-party data to provide the work email addresses of decision-makers in the company. You can manually pick people and add them to your outreach software. This data, however, cannot be used for automation. To adhere to data regulations like GDPR, Salespanel does not allow the export or sync of Prospect data.
For an automated outreach process, you can send companies from Salespanel to an email identification tool (like Hunter.io) using our API and then send one email address (the one with the highest confidence score) from each company to an email outreach software (like Mailshake). You can also use Gmail. The emails sent from the email tool will be tracked by Salespanel after you convert links in them to Salespanel trackable links.
This can be done in two minutes. Simply visit the Plugins section and generate the links.
After you set this up, a company will be detected first and if it matches with your ICP will be sent to an email prospecting tool from where the email address with the best confidence score will be sent an outreach sequence.
Now there are three outcomes here:
- Lead does not reply or do anything: Move to next step
- Lead opens a link from your email: If this happens then Salespanel will immediately capture the individual when they click the link. Job done as lead is now in the funnel.
- Lead does not click the link but replies: Your sales can reply to these leads and start the conversation and try getting them to sign up or book a demo. Job done as the lead has entered your funnel.
Note: While Salespanel and Hunter provide only publicly available information, please maintain caution and responsibility during this process for adhering to GDPR regulations and maintaining citizen privacy. You can consult the legal team on your company for information. If you don't want to outreach, please skip to the next step.
Another strategy we will implement to re-engage the audience is retargeting. Salespanel can help you qualify any anonymous visitor even if the company they work for cannot be identified. The qualified leads can be retargeted in low-cost advertising platforms like Facebook. You can group these leads and send targeted content to engage them. You can also set up another system to target multiple decision-makers in the company and engaging them.
With much more control of a process on how to engage these companies, you will be able to gain their attention and get them to sign up or book a demo. When they do sign up, your sales will get notified and you can also see them from within Salespanel. The companies on your Salespanel account will have a verified tag when an individual signing up.
Once this happens, our objective is complete. Time to take them through different stages of the buying process with automation (further reading: Automatically nurture prospects through different stages of buyer journey with highly targeted content) and close the buying process.
Anonymous Visitor → Company Identified → Match with ICP → Re-engaged with ABM → Sign up/Lead Gen → Nurtured through content automation → Moved to Sales → Conversion → Customer Retention