How To Find Millions of Dollars of “Hidden Revenue” in Your Business
In business, one of the easiest ways to make more money is to look in places no one else is.
These “places” are often hidden. But when you find it, it’s like a goldmine just calling your name.
You’ve gotta zig when others zag, right?
You’re always told to “niche down” because “the riches are in the niches”… and it’s true.
Less competition. Way less.
Every time you successfully niche down, you add another layer fewer and fewer people can match.
Every time you niche down, you unlock a bit more revenue opportunity.
Every time you niche down, you zig a little bit more.
In B2B, almost everyone is zagging. And they’re doing it like an Olympic-sized pool’s worth of synchronized swimmers.
B2B companies are AT LEAST 5 years behind B2C… so there’s a lot of zagging to be had.
(Gong is a BRILLIANT example of brilliant B2B marketing — do you see how their team members have a stranglehold on LinkedIn?)
In every business — especially B2B — there’s hidden revenue and you’re reading this because you’re hoping I show where to look for it.
Hint: your hidden revenue is locked up and sitting on your website + in the buyer journey. And it’s much, much easier to unlock than you think.
Let’s dive in.
“There’s hidden revenue locked up on my website?”
Well, it really depends.
It depends if you:
- Consistently have people visiting your website (you have website traffic)
- You have the right people visiting your website
Then yes, you DO have revenue locked up on your website (I’ll explain in just a second).
If you have no one visiting your website… well, lol then you don’t have any revenue locked up there. But you do have hidden revenue in the buyer journey. Stick with me and find out.
The Sale Starts Online. Your prospects are researching long before they ever land on your website.
There’s a buyer journey for literally everything in the B2B world.
Almost nothing in B2B is an impulse buy (unless you come across for the first time).
Everything in B2B has a buyer journey — this means that people are doing a TON of research before ever visiting your website… let alone making a buying decision.
By the time someone lands on YOUR website, nearly 70% of the buyer journey is already completed.
And this means two things:
- This prospect is actually serious about buying (whatever it is that you sell — no one really goes to a B2B website for fun)
- They’re far enough along their own buyer journey that they are likely to be open to talking to you
The majority of search engine traffic to your website is Branded Search.
Branded keywords are like gold — this means that someone went to Google specifically with YOU in mind. That is some serious intent right there.
Even if they were searching you to find a blog post you’ve published, it means they trust you enough to find answers.
If you’re an IT/cybersecurity company, for example, someone coming to your website is likely to be interested in learning more about how you can help them with their IT or cybersecurity… makes sense, right? 🙂
No one is coming to a cybersecurity website to catch up on the latest gossip! They’re there for business. That person is a warm (if not hot) prospect!
If someone lands on your website AFTER searching your brand on Google, buckle up.
The majority of almost any B2B website’s traffic is coming from branded keyword searches.
And I’m going to show you how to see who’s searching your brand on Google. 🙂
You have revenue locked up on your website right now and you don’t even know it. Unlock it with SiteVisitor.
Someone coming to your B2B website might as well be a hot lead.
It’s not guaranteed that this person is going to chuck their credit card or billing information at you… but they’re definitely someone worth talking to!
The big problem here is that only 2% of people who visit your website will ever reach out to you on their own.
TWO PERCENT!
You’re investing a sh*t ton of marketing $$$ to get these folks to your website… and only 2% will actually convert?
This 2%… these “inbound leads” aren’t always ideal, either.
Let’s dig into this a bit more.
If you have 1,000 people visiting your website each month, at 2%, you only have about 20 inbound leads per month.
20 leads may be “enough” for some of you… if this is you, no need to continue reading. I’m only speaking to the growth-focused folks here. 🙂
If just 20 of the 1,000 reach out to you, does this mean that the other 980 were unqualified? Does it mean that these other 980 people were not potential buyers?
It’s the exact opposite. If you’re a B2B website with 1k+ people visiting your website, you’re attracting a lot of your target audience.
These are the people you must be talking to!
Today, as of right now, only 2% of people are telling you who they are (filling out forms, calling you, etc).
Only 2% of website visitors are converting to leads.
What about the other 98%?
There are so many buyers in this 98%… and, today, you have no way to know who these people are. You have no way to reach out to them… no way to see if there’s anything you can help them with.
You need a way to unlock it.
There are website visitor identification tools out there right now to help you see who’s visiting your website:
Problem is… these tools only tell you which COMPANY visits your website.
Just knowing the name of the company/account visiting your website is plain garbage. And no one acts like it.
Ever try to call up a company because you saw they were on your website?
Do you know how hard it is to locate the actual person without having those embarrassing, awkward conversations?
You need to know the name of the actual person.
And SiteVisitor is the only platform in the world that can do this right now. (Because it doesn’t use IP addresses to match visitors — it uses identity resolution technology).
How much revenue is locked up on your website? This is how you figure it out.
But how much revenue is locked up there?
Well, we use a simple formula to figure this out.
(It’s obviously exact, but it’ll give you a good idea.)
Let’s set the stage:
If 2% of website visitors convert, that leaves us with 980 people.
20% of 980 = 196 quality sales opportunities
With me so far?
If there are 196 sales opportunities, multiple that # by $50,000.
(It’s $9,800,000)
in revenue opportunity is locked up on ABC Company’s website each month.
Try it for your own company:
- Take the # of monthly website visitors multiply it by 20% and you get the # of quality opportunities you have sitting on your website each month.
- Take the # of quality opportunities and multiply that by your customer/client LTV to see how much hidden revenue is sitting on your website.
No, you’re not going to close every sales opportunity.
If you thought your website revenue was eye-popping, you’ll love this.
Before I even get into this, I need to let you know that I don’t have a way of topping the “eye-popping” adjective yet haha.
What we just went through above — that was just your website’s hidden revenue.
Surely you’re not going to have every one of your target prospects visit your website. Most of them don’t even know you exist.
Remember how I mentioned that 70% of this buyer journey is completed by the time a prospect even makes it to your website?
0%-70% they’re scattered across the Internet doing their own research.
They’re asking their friends on social media, they’re reading informative blog articles, they’re going to Google to find out everything they possibly can about the problem they’re trying to solve.
While they scamper across the Internet, they’re leaving digital traces behind. And we can capitalize on this.
(If you’re going to blindly blast off cold call after cold call and cold email after cold email anyway… why not target the people who are going to Google and searching for your competitors?)
You can target ANY keyword you could possibly want and see who the searchers are.
Example:
every month are going to Google and searching “cybersecurity services provider”.
Of course they would!
The buyer journey for managed cybersecurity is MASSIVE. But the buyer journey for your product or service does not have to be massive for it to be devastatingly lucrative! 🙂
If you’ve ever run any PPC ads (Google Adwords/Ads)… think about the keywords you were bidding on. Instead of hoping they click your ad and spend your money, wouldn’t you just rather know who the searchers were?
Have your outbound team target these people first! Stop having them blindly call and email from lists you put together based on firmographics.
You’ll easily be able to see if these searchers firmographically fit your ICP (Ideal Customer Profile) anyway. Wouldn’t you rather have your outbounders targeting these folks instead?
Think of someone who is seriously considering a purchase of the product or service that you sell… what are they searching on Google right now?
Which 5–10+ keywords could they possibly be searching right now?
SiteVisitor will track those keywords + tell you who those searchers are.
How can you find out your In-Market revenue number?
It’s nearly impossible to quantify how much In-Market revenue opportunity is out there for you right now.
(We can get close… just need to dial in which keywords indicate the highest purchase intent and we’ll see how many people are searching those keywords every month).
If you want me to take a crack at this, click here. I’ll do my own keyword research + analysis and show you what’s possible.
At LiftCertain, we say “In-Market Leads”… most people call this intent data. But we’re able to identify each person, so it really becomes a “lead”… not just intent data.
It’s a hot lead with a boatload of insight! A lead who’s telling you they’re interested!
Extract both SiteVisitor and In-Market revenue with this stupid simple sales process.
In B2B marketing, it really seems like folks just love to overcomplicate.
Instead, keep it stupid simple here.
SiteVisitor will give you the names of the people who have been to your website and shopped your product/service SPECIFICALLY…
And it’ll also tell you the names of the people who are searching for any keyword you could possibly target (B2B only, obv… not getting into anything other than G-rated keywords haha).
The lists you’re calling and emailing right now are ice-cold. Frigid. Dead.
You have no way of knowing which of those people are even slightly interested in hearing from you. It’s a huge waste of time, energy, and $$$. Give your salespeople a f*cking chance, please, we all beg.
No one loves to call up strangers out of the blue and hope to set a meeting… let alone close a sale. (Yes, many salespeople enjoy their jobs… but no one enjoys cold calling.)
They’d enjoy prospecting a lot more if you gave them a chance.
They’d produce much, much better if you gave them a list of people who were actually, currently shopping for the product or service that you sell. Help them out and it’ll help you out too.
Just call these people.
Find + connect with them on LinkedIn.
Send them an email.
We have a very simple process that we can show you. You’ll be able to implement and execute no matter what you’re doing right now.
We’ve designed this simple sales process to literally just plug into anything a B2B marketer could be doing. 🙂
And we can explain it all in less than 15 minutes.
We’re doing this every single day for ourselves and for our clients.
NOT just the company name!
The PERSON’S name.
Want to learn more?
Email Kyle to set up a product tour/demo — kackerman@liftcertain.com
Or you can shoot a text over to him — 989–439–0177
Or… connect with him on social: LinkedIn | Twitter | Facebook
(See below for the data points you’d have on your website visitors + buyer journey leads.)
Originally published at https://12thirty1.com.
