On a B2B website, your visitors should come from a company. Thus start with discovering the name of the company.
Then visitor needs to be qualified as a lead.
To do so there are two sources to be combined:
- Your website visit data
- The different sources on companies on the Internet;
The website visit data:
- Origin: the previous website or the search terms used
- Visit data: the pages visited with time, the returning visits and the number of unique visitors from a company.
This data and the information about the company should allow you to qualify the visitor as lead (or not interesting).

The next step is to communicate with the company.
If no contacts within the company known, then again use the Internet to get names.

Cold calling on an interested company is not so cold anymore. There is less risk (and fear) of rejection.

There are several web services provoding this type of information.
Just Google “website visitor identification”

Many companies spend thousands of dollars every month with Google, Yahoo, and MSN to generate clicks to their website. These same companies invest tens of thousands in building a web site to attract visitors. They even use analytical tools like Omniture, WebSideStory, or WebTrends to track these visitors and turn them into leads, only to let those leads sit in some sales manager’s inbox for 48 hours before they are contacted.

One elegant solution is to embed a web-form onto a website that captures the lead and pushes it real time into a database. It then quickly routes the lead to the best suited sales rep, a telephony tool immediately gets the rep on the phone and automatically calls and connects the lead to the rep.

Our research shows that the average salesperson only makes four to five attempts to contact them the first week. This means only 55% of a company’s web leads will actually get contacted.

It goes back to Lead Response Management: Acquire a system that immediately and systematically pushes the leads to the best qualified salespeople. A system that also allows the salespeople to immediately and frequently respond to leads and turn them into prospects. Again, this simple but overlooked approach can boost net results by 20 to 200%.

Darin Dixon
Insidesales.com