Website Visitor Tracking infographic from SalesFUSION
B2B est Practices
Website Visitor Tracking
How website visitor tracking can
improve your pipeline
In the marketing automation Dark Ages
of the early 2000s, marketers could only monitor
website activity with simple page counters. Today’s
website visitor tracking (WVT) softwares analyze
the patterns and behavior of your website visitors,
tag them, and compare them.
W V T SOFTWARE SHOWS MARKETERS...
Which site pages
The amount of time
spent on each page
If any assets were
If visitors have returned
to the website
As this technology continues to advance,
many companies tailor their website visitor’s
experience with content that relates to their
preferences, industry, search history, etc. In a
B2B environment, companies use this
information to identify visitors’ buying intentions
and target marketing activities to close deals.
...is the center of your marketing universe and
WVT software is often the ﬁrst step in the marketing
automation process. This document is designed to
familiarize your company with the advantages of
visitor tracking, when to use it, and how to
implement the information to improve your pipeline.
How Does Web Visitor Tracking Work?
WVT starts with cookies. Cookies are text that web servers
save on a computer’s hard disk, allowing websites to store
and access information on your computer. Websites often
assign each visitor a personal ID number and store that
number on their computer.
Visitors can be “cookied” from either
lead capture forms or email campaigns.
Lead capture forms are website pages where a customer
must provide personal details, such as email address,
name and company, before they can continue to the rest
of the site, download a whitepaper, register for an event,
request a demo, etc.
By submitting personal information, visitors
are opting-in to your communications and
have set themselves up as leads.
To be cookied through an email campaign, recipients must
click on a link inside the email body. These links can lead to any
website page, document, survey, etc, but once the recipient
has engaged, their email address has been captured.
There are Three
Types of Website Visitors
This is anyone who comes to
your website without identifying
themselves, so only raw SEO
data is available. They have not
logged in, ﬁlled out a lead capture
form, or engaged.
We know some details, like
company or information identiﬁed
by reverse IP append, but not
enough personal information to
identify and nurture them.
These visitors have been previously identiﬁed by email
clicks and information from lead capture forms. They
have interacted with our website or emails and we can
associate all previous website activity to them.
Now that we’ve cookied a visitor and turned them into a lead, what are
we looking for? We want to track their activity, in the context of lead
generation, to engage their website behavior and performance. We
gather information from pages, downloads, time on site, location, etc.
Then, this information gathered is integrated with CRM, so it’s
actionable and drives all further sales-related processes.
Can Improve Your Pipeline
In the SalesFUSION system, we refer to WVT as WebForensics. As website visitors
and activity data rolls in, the marketer decides what’s done with it. After testing
different avenues, these processes can become automated, so the system knows
exactly what to do with WebForensics data.
This System Allows SalesFUSION customers to:
View web activity inside
of their CRMs
View how customers came to your website
and what they did while on the site
Send alerts to sales when high
value leads are on their website
Access daily and weekly reports,
highlighting trends in website activity
Keep in mind, marketing works for sales. Everything we do is designed to bring
attention, and revenue, to our company.
Steps to enable WebForensics for your pipeline
Catpure lead data
Analyze and Score
Route high value
leads to sales
Push lead data to
Sales qualiﬁes or
Close win/loss and
track ROI data
Use Data to Enroll People in Nurture Campaigns
Hot leads are often deﬁned as active website visitors who engage with email
communications, attend webinars/lunch and learns, and interact with Sales. Enroll
these leads in a nurture campaign to stay in their inboxes and at the forefront of their
minds. Nurture campaigns may include scheduled emails complete with multiple
calls to action, website-based lead capture forms, data downloads - continuously
educating leads about your business and intentions until they’re ready to buy.
Identify Trends by Company
Once a visitor has been cookied and is being nurtured as a lead, we can continue to
track their web activity and any additional activity from their company. WebForensics
will associate the lead’s IP address to their SalesFUSION record. So, if anyone else
from that company is exploring your site as well, Sales will be able to associate that
activity to an existing lead. This prevents multiple Sales reps from reaching out to
different people at the same company. This also allows you to gauge a lead’s most
viewed pages and target your nurture campaign according to their interests.
WebForensics has the capability to track how website visitors are getting to your
site. Are they coming in through a search engine like Google or Bing? If so, what
keywords did they use? Social media is a great way to engage a larger audience SalesFUSION records which social media site is bringing in the most trafﬁc to your
site’s landing pages. Segment your audience through email campaigns - whether
it be by industry, company size or CRM, the more speciﬁc your message is, the more
likely recipients are to engage.
Allows Sales to Track Active and Stale Leads
Inside SalesFUSION, you can set up alerts for Sales reps, letting them know when
a hot lead is engaging with the website, complete with that lead’s content history.
With that history, reps can compare metrics over a period of time to gage whether
leads are becoming more or less involved (this month vs. last month, this quarter
vs. last quarter). Just like they engage hot leads, sales can also engage stale leads marketing sets up reports and alerts to monitor a lead’s inactivity and email Sales
when an inactivity threshold is reached.
i About SalesFUSION
SalesFUSION’s mission is to help marketers attract new opportunities,
convert them into customers and nurture them into lifetime
relationships. With SalesFUSION, some of the best marketers today are
not only driving quality leads into the sales funnel, they are automating
the lead to revenue process. SalesFUSION is more than marketing
automation, it is the only lead to revenue platform you will ever need.