The blind spot in digital sales
In recent years, it has become a matter of course for B2B companies to invest budgets in Search engine optimisationGoogle Ads or social media campaigns. The path to the website is often well thought out, carefully analysed and refined. But what happens once the visitors have arrived? In many cases: nothing. If no contact is made, there is no Leadsno calls, no customers.
This is precisely where the potential of modern tracking tools lies. They start where Google Analytics and other classic analysis tools - with the "Who". Instead of just measuring page impressions, dwell time or bounce rates, they show, which company has visited the site, where it comes from, how long it has stayed and which contents were of interest. This information can be the decisive impetus for a qualified sales approach.
How does it work?
The technology behind it is based on the analysis of IP-addresses. Many companies use fixed IP address ranges that can be assigned to specific companies in a similar way to telephone numbers. The tools access large databases that make this link possible. If a website visitor comes via an IP that can be assigned to a company, the tool recognises this and displays the corresponding company data. This is usually the case:
- Company name
- Industry
- Company size
- Location
- Visited pages
- Dwell time
- First visit or returning visitor
In addition, public data sources are often integrated to display suitable contact persons, LinkedIn profiles or even contact data in sales or marketing.
From silent visitor to potential lead
The strength of these tools lies not only in their ability to recognise companies, but also in their potential, respond to this interest in a targeted and proactive manner. For example, if a medium-sized company repeatedly looks at the "Solutions for mechanical engineering" page without making contact, this is a valuable indication for sales. With the right tact, a bridge can be built here - for example with a personalised LinkedIn request, an email with real added value or a targeted Retargeting-impulse.
This approach fundamentally changes the role of sales. Instead of waiting for signals from outside, a model is being created in which the company itself becomes active. at exactly the right timewhen the interest is already there.
Data protection? Yes - but with a sense of proportion.
The question quickly arises: Is this even allowed? The answer is a resounding yes, as long as you do it right. Because not personal data - no names, no private IPs, no individual user profiles. Rather, it is visible that a company (not a private individual) was on the website.
Reputable providers rely on GDPR-compliant processes, host their data within the EU and offer companies the opportunity to provide transparent information about the technology used in their privacy policy. Optional opt-out options can be integrated to give visitors control over their behaviour at all times.
Why these tools are becoming increasingly relevant in the B2B sector
B2B sales often involve products that require explanation, long decision-making processes and several parties involved on the customer side. This makes it all the more important to recognise this at an early stage, who is already working with their own content - long before an official enquiry is made.
This not only enables a faster response, but also More strategic management of resources. Which industries show interest? Which pages are visited particularly frequently by large companies? Where is it worth taking a closer look - and where not?
The tools therefore not only provide leads, but also valuable market and target group information that is equally interesting for marketing and product development.
Our recommendation: Leadinfo
There are now a large number of providers on the market, but not all of them deliver the same data quality, user-friendliness or integration options. After numerous comparisons and practical tests, we have decided in favour of a permanent partner that we can recommend with full conviction: Leadinfo.
Leadinfo convinces through:
- one Excellent databaseespecially in German-speaking countries
- one Intuitive user interfacethat also works without prior technical knowledge
- numerous Integrations with CRM and marketing tools
- and complete GDPR compliance with hosting in the Netherlands
We use Leadinfo ourselves, know the platform inside out - and support our customers with the Setup, customisation and strategic use. Because a tool is only as good as the processes that arise from it. If you wish, we will be happy to help you turn your silent website visitors into Concrete opportunities to make.
