Outbound Lead Generation for B2B Using Leadinfo
A clearer overview of B2B website visitors: Orientation Marketing becomes Leadinfo partner.
Orientation Marketing has partnered with IP address tracking/database tool, Leadinfo, to improve the visibility of B2B campaign performance and to help outbound marketing efforts.
Leadinfo offers information about anonymous website visitors for B2B marketers. Based on this info - derived from Leadinfo’s database of companies associated with known static IP addresses - marketers can tailor marketing activities specifically to those companies, as well as understand is current marketing campaigns are hitting the sweet spot.
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KEY LEADINFO FEATURES
Here is an overview of LeadInfo’s key features, and what it allows B2B marketers to do from an outbound marketing perspective.
DISCOVER LEADS BROWSING YOUR WEBSITE
View your website visitors the same way you view your email with Leadinfo’s inbox layout that provides an extensive profile about each and every visitor. Each known entry (organisation name) provides an overview of each website visitor from that organisation, as well as each lead’s detailed browsing activity - with the idea to spot users showing buying intent. The view also provides suggestions of who the visitor might be (person within the organisation), by providing profiles from LinkedIn as well as email addresses from Hunter. This data allows for more effective outbound - being more active, not reactive - and observing and responding to leads in real-time. Based on the total time spent on the website, you can also see who are your hottest leads via the lead score feature.
CLICK TRACKING
When I first accessed the product, I fully expected to see visited web pages within the dashboard, but little did I know that the tool has built-in click tracking capabilities. So, in the inbox, you’ll be provided with a detailed view of the actual website visit via a screen recording that follows the user’s cursor around the website. I am yet to find such click tracking software available for free, and when you compare the low monthly cost of LeadInfo compared to its competitors, this added feature really does make the tool a solid product.
INTEGRATION OPTIONS
The tool integrates with 25 or so platforms - mainly CRM systems such as SharpSpring and HubSpot, where data can be exported. Our own integration is with SharpSpring, where know data appears within SharpSpring in relation to the accounts (organisations) in the CRM. Buyer intent data can therefore be synced to the systems that other commercial departments, such as sales, may find useful and can use to pursue their own commercial interests.
TRIGGERS
Automate processes and focus your energy on what really matters. Setting up notifications, to notify salespeople and marketers about key events on the website is something I often advise if your systems have the ability to do so. And it’s the same with Leadinfo. Should a website visitor visit a certain page, for a certain period/no of pages, or visit from a target company/sector or even a desired location, always notify those who might find this info useful so that they can then create/adjust their own outbound campaigns. You can also empower your sales team regardless of their location by seeing who’s following up with hot leads collaborating via the comment function.
CONNECTING WITH GOOGLE ADS AND LINKEDIN
Centralise your data by integrating Google Ads and Leadinfo and visualise the story your lead generation efforts create. In addition to Google Ads, export customer data and supercharge your LinkedIn marketing/retargeting efforts by creating LinkedIn ads aimed at those who already know you.
WHAT THIS MEANS FOR B2B MARKETERS
So, how can B2B marketers create follow-up outbound campaigns based on website visits? Here are some suggestions derived from the Leadinfo blog.
LINKEDIN CAMPAIGN MANAGER
LinkedIn Campaign Manager is the LinkedIn tool to create and manage your ads on the platform, where you can advertise your company in the timeline/mail of potential customers. With Leadinfo, you are able to specifically target the companies who have already visited your website as this list will be provided in the “Export” menu. By doing so you can target your ads to the organisations that have already shown an interest in your product or service.
E-MAIL CAMPAIGNS
Another way to use Leadinfo is to send an email to customers who visited certain pages. Via Leadinfo’s export function, you can export the general email addresses of organisations and upload them into your mailing system and conduct some outbound activity. This said, please be aware of data protection and processing laws in your region. B2B marketers are given a little more leeway than their B2C counterparts and the legitimate interest act for conducting business with other businesses does allow for the emailing of content, but act with caution.
DIRECT MAIL
Similar to email, a website visit may indicate that a physical mailer may be a viable option to send to the organisation to provide more information about your B2B organisation and its products and services. By doing so you will always stay top of mind by balancing offline and online methods. You can export the addresses of each organisation that visited a specific URL, for example, and just send some key information about the content which has already been read (the click-tracking software can reveal further details in this respect). And if this isn’t viable, a quick phone call may even be the most appropriate route in your particular B2B sector.
For more ideas, please see our two-part post on account-based marketing.
ORIENTATION MARKETING PARTNERSHIP WITH LEADINFO
We have formed a new partnership with Leadinfo to help our clients better understand what is going on on their websites, specifically who those anonymous website visits are. This opens up a range of possibilities, as discussed within this post, to make contact and to begin the relationship-building process.
We can help clients set up Leadinfo, as well as set up the necessary workflows, actions and subsequence tactics so that B2B marketers (and salespeople) can conduct more informed outbound marketing campaigns.
To see Leadinfo in action via a demo, or arrange a call with us to discuss further, please get in touch.
