The crucial node of lead generation: the website
All these new Internet Marketing forms and channels have one
thing in common:
in almost all cases they point to the Company’s website,
visits on the website.
At the same time the conventional lead generation methods will guide and bring the interested parties also to your website, as all Marketing publications and communications carry the company’s website name.
So eventually all these efforts and events on the Internet and all the conventional advertising and promotion campaigns or events, all result in one or more visits on the Company website.
It is a fact; all Business Decision Makers will gather their information on the Internet using the Search Engines, as these Search Engines have turned the Internet into a 24 x 7 Trade Show.
company website not solely provides for the information to the
visitors, but also has become the place to measure the Marketing
efforts using web analytics. Thus website has become the crucial node
of Marketing already.
And now the website should become the crucial node for lead generation too, as all potential customers visit the website:
- Internet Marketing lead generation -> website
- Conventional lead generation -> website
- Business Decision Makers gather information -> website
However the currently used method of capturing contact data:
- by forms
- by registering for White Paper downloads
- by direct contact from the website
This will only capture 2% or 3% of all visitors. This is not the best method for leads generation: missing 97% or more of your opportunities is not exactly what you want.Thus an additional functionality for your website is required:
Lead Generation & Website role
Website Visitor capturing system
Thus an additional functionality for your website is required.
The website needs to be enhanced with a tool for capturing the website visitor, aiming at the 97%. Such a tool should be capable of discovering all or most business visitors, with the advantage operating for all sources or origins of the visitor.
This latter is required, as there are too many sources for providing visitors on the Internet and too many sources for providing visitors beyond the Internet from the real world also exist, sending visitors from conventional marketing methods.
Having just one tool for all is most practical in order to keep an overview and all in the same environment.
The requirement of capturing all business visitors, independently from their origin, eliminates the “Email Initiated Visitor Tracking” tools and systems, as they can only recognize the visitors pushed to the website by emails.
Reduce your lead generation costs significantly
A tool capable of discovering business visitors should reduce your lead generation costs significantly, as it:
- Works universally across all channels involved with your website as the crucial node
- Will be active 24 x 7
- Is an automated service with a low amount of human involvement required
- Limits your further required efforts as only the visiting Companies needs to be addressed for Leads Generation
Next: Leads Acquisition