The tool that’ll help any B2B company aggressively build pipeline more efficiently with outbound sales
Companies exist purely to generate a profit. And there are tens of thousands of different tools out there to help you do just that.
Marketing automation and sales enablement tools are a dime a dozen in the world of B2B. Some will help you streamline your processes and make them more efficient and some will help you get closer to the bullseye of what you really want — more clients (or customers — I say “clients” because that relationship means more than “customers”.
There is no way any tool is going to help you reel in that new client because Sales is about people. No tool is going to be able to automate and nurture that business relationship to the point where a stranger is going to throw their credit cards and bank account info at you. It’s just not going to happen.
The only thing any of these client-getting tools will do is get you closer to the bullseye — sales-ready leads. It’s the closest you can get without fully outsourcing your sales department to have someone or something close your deals for you.
Sales-ready leads — the fuel any company needs to survive.
The tool that’ll get you closest to a sale (or a new client) is SiteVisitor by LiftCertain.
SiteVisitor helps you learn the name, company, and the navigation behavior of your website visitors.
That’s what it says on the website anyway, but a better way to put it would be:
SiteVisitor tells you the names and the wants of your website’s visitors.
If you knew the name of a person who was recently on your website and you could easily see what it is they were looking for, you’d easily be able to help them out and answer any questions they had. And when you do that, you get put on the fast track to becoming their preferred vendor of choice. You get put at the top of their list. Your name will be in the mix when decision-day comes.
Think about it — you might have 1,000 people visiting your website each month. Statistics show that a website only converts 2% of website visitors into leads. And even then the leads are often “not very good”. Out of 1,000 website visitors, you might get 20 leads in a month.
What about the other 980? Are they not potential buyers? You don’t know because you don’t know who they are and you don’t know where they work (so you can’t even tell — firmographically (?) — if they fit your ideal client profile).
980 people left your website without filling out a form or setting up a demo/consultation/whatever you call it. A person isn’t considered a potential buyer just because they didn’t fill out a form on your website. It’s your job to remove the friction, not theirs.
There are numerous tools out there that say they will “identify the leads on your website!”… this is not true.
- Leadfeeder
- Lead Forensics
- Visual Visitor
- Visitor Queue
- Visitor Track by netfactor
- LeadLander
- I could go on...
These tools do not tell you who’s visiting your website. They don’t tell you the person like SiteVisitor does. These other tools use a reverse IP-lookup tool to help identify the company that was on your website. That’s it. Today, the organizations that typically register their own IP addresses are enterprise level. And even then, it’s still just a guess.
I even shopped these companies myself to verify that they cannot identify website visitors at the person level — they only identify companies. Below is my chat with LeadLander.
Just 11% of companies will register their IP addresses. And, today, with the WFH era being thrust into overdrive, they can’t identify company names even if their IP address is registered because most folks are working off of their home WiFi or VPN.
SiteVisitor will tell you the names of ~40% of your website’s visitors — at the person level (or the contact level). That 40% is improving and is a tremendous increase over the 2% conversion you get today. SiteVisitor can do this because instead of using IP address lookups, it uses identity resolution technology and tracks by the device used. It’ll tell you WHO was visiting your website, WHERE they work, and WHAT they want. There’s no other tool out there, right now, that does this.
By the time a potential prospect visits your website, they’re already nearly 70% of the way through their buyer journey. Now is the time to reach out.
Lead Forensics, for example, can identify some of the companies that visit your website. Great — you can see that Oracle was on your website. Now what? Now, what do you do with that info? Oracle has something like 180,000 employees… how do you hunt down the right prospect? (Yes, I know this is an extreme example.)
Well, Lead Forensics will give you a suggested list of decision-makers for you to reach out to but that’s it. Now, you get to hunt down that person who really was on your website and, because you’re still shooting in the dark, have some awkward conversations along the way.
What good does knowing the company name do? You’re still having to prospect and sell to people. And just knowing the company name is, now, just a baby step in the right direction.
SiteVisitor gives you the same company information — with more precision — in addition to giving you the person’s name.
Another tool I checked out was Demandbase — this G2 review will make my point for me though.
A few years ago, these tools were a massive competitive advantage. But, with anything, innovation and new ideas took hold, and the ability to identify the actual person on your website has been realized.
The people who visit a B2B website are looking for something very specific… and they’re serious about it. No one goes to check out their local IT company’s website to catch up on the latest gossip from washed-up high school classmates. They’re there to see if they have the ability to manage their company’s IT needs. This is someone that they should be talking to and, with SiteVisitor, it’s now possible.
And, right now, LiftCertain is offering a 30-day trial to qualified B2B companies that want to aggressively build pipeline with a more efficient outbound sales process. If you’re investing anything at all into marketing/advertising, you’re attracting the right people to your website. And these are the folks you must be talking to.
You’ve already been doing outbound — you’re already emailing and calling people cold. Why wouldn’t you take that same effort and apply it to the people who have proven they are already in-market and have already been exposed to your company’s brand?
I work for LiftCertain. I’m biased because I believe in this product, deeply. I chose to put myself on this career path because I have seen how this tool can transform the marketing and lead generation capabilities of many different companies across many different B2B industries.
One example — a boring, old manufacturing client — ended with 75 new, qualified sales opportunities being added to the pipeline in 1 month. Because they were targeting the right people with outbound, they added 75 brand new sales-ready and qualified opportunities to their pipeline.
I’ll break it down a bit more (we’ll call them MFG A):
- MFG A had ~1,400 monthly website visitors
- With SiteVisitor, they were able to identify about 500 leads — people who visited their website but did not convert to a lead
- Using the same outbound sales process they already had in place, they targeted these 500 people
- While adding 74 (or about 15%) deals to their sales pipeline
- Their average sale value? $25k
- $25k X 74 = $1.85m revenue added to their sales pipeline
Just by targeting a slightly different audience. These leads were still within their ideal client profile, but MFG A was able to identify which people they should be targeting first — the people who recently shopped them on their website.
Each person that visits your company’s website presents a sales opportunity and SiteVisitor gets you the closest to that opportunity. There is, as of today, no other company and no other tool that can do this. No other company will give you the names of your website’s visitors at the contact level. Others have the capability (6sense and LiveRamp, for example), but they don’t do it. Not yet anyway.
If you want to aggressively build your sales pipeline with outbound, you need to be targeting the people who have recently shopped you on your website. You need to be focusing on these people before dipping your toes into that ice-cold prospecting list you either put together or worse… a prospecting list that you bought.
When you become a LiftCertain client, you get access to our fully-loaded B2B database. Fully-loaded to the tune of 144M B2B contacts. Ever hear of ZoomInfo? Do you know how much they charge just to have access to their contact data? You deserve better.
I put this article together to help explain one thing — SiteVisitor is nothing like those other tools. We hear “doesn’t X do this already?” a lot. I’m not a copywriter or a content marketer, but I needed a way to better explain what SiteVisitor does. I hope this helped a bit.
No one really knows this technology is out there because it hasn’t been done like this until SiteVisitor came along. No one knows to look for this. This world is chock full of things that we don’t know that we don’t even know about.
If you’re up for learning more, you can email me directly: kackerman@liftcertain.com. Or you can shoot me a text: 989–439–0177.
We’ll give you a quick product tour so you can easily see what we’re all about. Then, it’s up to you to decide. Would it be worth a 30-day trial run?
PS — the 30-day trial is not offered on our website. We vet each and every prospective client beforehand to make absolutely sure we can help. We’re not going to just funnel new trial sign-ups and wish you luck. We’re here to help deliver the results you’re looking for. Now.
And, if you join us on our product tour and get started with a 30-day trial, we’re going to throw in something juicier than you can even imagine. This bit alone is what helps us close north of 65% of our demos. I know you’re going to love it.
I’m on LinkedIn, but I highly prefer Twitter. If you’re up for connecting, you can follow/DM me here. If LinkedIn is more your speed, connect with me here.
If people are visiting your website, you’re already doing outbound sales, and you’re ready to aggressively fill your sales pipeline with qualified opportunities, I’d love to show you how we can help.
I’d love to show you how you can take control of it and dominate.
