B2C cowboy marketers
In consumer business the crowd is attracted by advertising, SEM, multiple links from reference sites, optimized SEO, email marketing, direct mailing, blog and social media. All these marketing efforts will drive traffic to the website. Different systems and methods are in place to optimize the flow through the website to the checkout.
The marketers in B2C are like cowboys gathering their cattle and then herding them towards the railheads (the checkout).
B2B marketers are not herding cattle
In B2B similar marketing techniques can be used to drive interested parties to the website
However in most cases in B2B the lead generation process seems to stop after the landing on the website.
However what happens after the click is less well organized in B2B. Once the interested person has landed on the website the grip on the process becomes less evident as in B2C. For starters there is no checkout!
It is like cowboys gathering their cattle and then not herding them further as there are no railroads. In B2B the marketers just watch and hope the visitors convert into leads.
What do you know about your visitors ?
Do you know who lands on your website ?
Do you rely upon the hope they will contact you (which they don’t do) ?
Do you have traffic but little conversions ?
Do you know what each visitor was looking for ?
Do you know how many times the same visitor came back ?
Do you know how many times visitors of the same company came to visit your website ?
Why don’t you have answers to all of these evident questions ?
You should have a web service that reveals the companies visiting, allows knowing their interest and level of interest in order to herd each cow as a leads on your website towards a sale.