What is website visitor tracking?
This is the process of 1) identifying anonymous website visitors by performing a ‘reverse IP lookup’ on their IP address and matching this to a company or organization name and location, and 2) tracking website user activity for sales lead generation and follow-up.
B2B website visitor tracking software helps businesses increase revenue by improving the sales lead pipeline.
Last Updated: August 2019
Drive More Quality Leads from Your Website Visitors
Many business-to-business (B2B) marketing teams know that they just don’t get enough high-quality sales leads driven solely by their website content and marketing campaign landing pages.
They lament that not enough of their anonymous online visitors turn into visible ‘hand-raisers’… new customer prospects who want to talk to sales or at least register to receive ongoing marketing content.
Tools that identify and track website users can greatly improve this situation. They help to turn anonymous website traffic into customer prospect information that sales teams can immediately leverage.
Basic Product Concept
The diagram below provides a high-level view of this category of B2B lead generation software.
More Details Below… And Software Tools That Can Help
By turning anonymous online visitor traffic into actionable data, these tools help businesses discover new prospects that may be receptive to direct sales outreach.
Read on to learn more… and also to meet several of the top vendors and software products that can help you identify and monitor visitors on your website and turn more of them into good leads and closed deals.
Tip: Use the navigation links directly below to jump to specific sections.
Article Contents - Quick Navigation
Software Tools for B2B Lead Generation
Website visitor tracking is used by many businesses as a means of providing sales and marketing teams with useful online visitor intelligence — actionable information about potential prospects for their products and services.
Tools that perform this function are most often used by B2B companies for proactive lead development and sales acceleration. Companies understand that only a very small percentage of their online prospects actually submit inquiry forms, sign up for content offers, or request a direct sales call.
According to most B2B marketing software vendors, this percentage is only 2-3%.
This is a painful statistic for marketing teams struggling to convert anonymous site users into quality sales leads.
High ROI Potential
With that in mind, any web-based prospecting software that can help sales teams proactively engage anonymous online visitors faster is worth considering. When they work well for a company, these tools produce high ROI and investment in them is easily justified.
Several software vendors provide these specialized website analytics tools to help discover ‘hidden’ site visitors and turn that data into sales-ready leads.
Here are 12 of them…
Many companies are very happy to pay monthly fees for website-driven prospecting functionality. The benefits can be significant:
- Faster and more predictable revenue growth
- Shorter sales cycles
- Higher close rates
- More successful sales reps
- More productive sales funnels
- Improved sales and marketing integration and teamwork
- Higher marketing campaign ROI
- More effective account-based marketing (ABM)
Software Vendor and Product Profiles
I’ve profiled many of the best software tools in this category further below.
Some vendors are based in the US and Canada; others in Europe and India. Many have international office locations for regionalized business development, sales, and customer support.
If you’re new to this B2B software category, it will probably help to read more of the intro material directly below this section. This website visitor identification FAQ post may also help.
You can also skip directly to the vendor intro section via this button.
Website Visitor Identification and Tracking
Mining Website Traffic for Sales Leads
Identifying anonymous site visitors is the basic task of mapping an unknown visitor’s internet (IP) address to an actual company or organization name. It works in cases where there is a direct 1:1 association between an online user’s IP address and company or organization.
This is also called IP to company resolution.
Determining geographic location and other visiting company-specific information is also important. This is the B2B firmographic data collected based on the user’s IP address.
Firmographic data typically includes company name, location, industry codes, business size, website address, social media profiles, top executives, etc.
Good ISP Filtering is Key
The IP-to-company mapping capability is not so useful when the mapping is simply to a broadband internet service provider / ISP (e.g., Comcast, Verizon, Vodafone, etc.). In these cases, the actual visiting organization we care about is ‘masked’ behind the service provider that provides their IP connection.
Some of the software vendors claim to be better than others at unmasking the smaller companies that visit websites via internet service providers, with no fixed IP address.
These vendors may have proprietary technology and/or databases that help improve the reverse IP lookup accuracy and usefulness for B2B lead gen. The ability to accurately filter out ISPs is really important here.
Worth noting: It’s usually unrealistic to expect a very high percentage of identification across all the incoming anonymous traffic your website receives.
Some vendors claim up to ~ 30% direct mapping to actual companies. This percentage can vary widely, depending on the industry, composition of website visitors, and capabilities of the software tool(s) in use.
Even so… 30% is much better than 0% for your sales team.
Identifying Company Only… or Individual Person?
Also… and very importantly for sales teams… the ‘anonymous visitor’ revealed is typically not an individual person. It’s generally a company identification only; perhaps ‘ABC Company’ in Dallas, Texas, but usually not ‘Joseph Smith at ABC Company’.
However… If the site visitor is already personally identified to the software, it’s possible that their web session activity will be collected at the individual (not just corporate) level.
This could happen if the user is personally signed in to a membership area of the site, or if the person visiting is already identified as an individual by CRM, email marketing, or marketing automation tools also in use.
It could also happen if the visitor’s browser has been previously tagged with a tracking cookie that allows some form of personal identification.
Data Privacy Implications
This aspect of identifying visitors has direct implications for Europe’s GDPR data privacy compliance too… discussed briefly in a section further below, and also in more detail here (with specific vendor examples).
For any of the software vendors I’ve profiled below, be sure to check with them to verify what you should expect regarding company vs. individual-level tracking in your specific implementation.
Even in the more common case of only company-level identification, these software tools can offer a great starting point for firms who need to improve B2B lead gen and sales targeting based on their incoming web traffic.
Collecting and Leveraging Website Visitor Data
The term ‘website visitor tracking’ is also commonly used for this overall software category. It goes beyond simple B2B company name identification to actually track the visitor’s activity on the target website, within a single website session and also across multiple sessions over time (e.g., repeat visits by same user).
This user tracking includes pages viewed, time on page, session history, click path data, and other engagement metrics that can be useful for lead scoring and judging buyer interest and intent.
In this way, it’s much like good old (and free) Google Analytics, but with extra useful data collection, reporting, and alerting features that are more directly aimed at helping B2B sales teams.
Like ‘Google Analytics for B2B’
We can think of this software category as having much more of a Google Analytics for B2B Sales design approach.
These tools typically keep a running history of online visitor activity. This helps sales and marketing teams keep an eye on which sales leads may be getting ‘warmer’ over time… working through their buyer journeys and becoming more receptive to direct sales contact.
Tracking visitor session history and page-viewing activity is a major part of the lead scoring features of these tools.
What This Form of Visitor Tracking is NOT About
For most solutions in this category, anonymous visitor identification is not about following users around the web, recording personal activity from one website to another via tracking cookies, etc.
So, while the notion of identifying and tracking your website’s users may sound a bit creepy here, it’s primarily focused on recording anonymous user activity on a specific business-to-business website, and not at a personal level in most cases.
In fact, these products are quite comparable to standard Google Analytics in this aspect of user-level visibility.
Worth noting: Google Analytics does not allow its users to record PII — personally identifiable information. It’s against their terms of service.
These tools are also not primarily focused on reporting aggregate metrics for overall website visitor traffic, user behavior, etc. They are not intended to fully replace Google Analytics or other primary web analytics tools in this way.
Can Google Analytics Identify Website Visitors?
Google Analytics — commonly just called GA — by itself provides some of the basic functionality required to unmask and track anonymous visitors… at a company level.
I cover that in some detail in this post on Google Analytics and B2B IP Tracking.
As outlined there, using *only* GA for this function does require Google Analytics skills that go a bit beyond the basics. It also requires extra effort to pull together custom reports that are easy to use by sales teams.
Moving Beyond Google Analytics Alone
Using GA by itself for revealing unknown online visitors does have its drawbacks. This is why there is an active market for more advanced and user-friendly tools.
Software vendors in this segment provide tools that work alone or in conjunction with GA to provide a more integrated, comprehensive, and easier-to-use tracking solution vs. simply mining and organizing the data provided by GA alone.
The next section looks at several of these solutions in more detail.
Software Vendor Introductions
Tools to Improve B2B Web Lead Generation
This section highlights 12 of the top software vendors addressing the need for website-based lead gen. This product segment is essentially a sales-focused sub-category of B2B web analytics tools.
There are many similarities in terms of core product features (see discussion below). After all, these vendors are trying to solve the same essential problems for B2B lead generation, while adding their own special twists where they can demonstrate some proprietary value-add.
Vendor and Product Profiles
I’ve included the following 12 prominent vendors so far. Company profiles and their short product intro videos start just a bit further below.
Click on any link below to jump to a specific profile further down this page.
- Act-On (Website Prospector)
- Clickback (Clickback WEB)
- CommuniGator (GatorLeads)
- DemandBase (Engagement Solution)
- Lead Forensics
- Visitor Queue
- Visual Visitor
Core Product Features
Virtually every tool in this category includes the following core features:
- Mapping website visitor IP addresses to organizations and geographic locations. This is the basic website visitor identification function at the company level
- Providing company firmographic data (industry sectors, annual revenues, main social profiles, etc.)
- ISP suppression… to ensure a decent percentage of ‘valid’ buying organizations get identified for sales consideration… not just various internet service providers who provide the website visitors’ IP addresses
- Providing company contact lookups to help identify potential people for targeted sales outreach (emails, phone calls, etc.)
- Lead scoring, account filtering, realtime alerts, lead assignments to sales staff, and other features important for timely and organized sales follow-up
- Flexible reporting
- User interface designed expressly with sales teams in mind
- Platform integrations with CRMs, marketing automation platforms, etc.
- Other proprietary value-add features (for some vendors)
There are some product differences worth noting, including:
Product Design / Platform
Other vendors provide their own tracking code snippets and can (presumably) provide extra functionality outside of the GA framework.
Worth noting: The vendors that tap into existing GA data may also offer an immediate ‘look-back’ that pulls sales lead data from recent historical data (e.g., last 30 days). This can help deliver immediate payback for new users of these solutions. Other vendors have to start from zero based only on new website user tracking data.
Some vendors base their pricing tiers on number of unique website leads provided per month, while offering essentially all product features across all pricing tiers. Others may offer unlimited users and leads across all pricing tiers, but charge more for additional features and functionality.
Some also charge extra to provide the targeted contact details for the prospect companies and locations identified. Others include this in their standard pricing.
Some vendors also allow tracking anonymous visitors across multiple sites for a single user account and monthly fee. Users pay based on the sum total of leads generated per month across those websites.
Other vendors may require a separate subscription and monthly fee for each website tracked. In cases where you want to track companies visiting a single corporate website, this is fine. It’s probably the typical scenario.
Worth noting: When pricing is based on monthly lead volumes, the issues of ISP filtering and general lead quality become even more important. You certainly don’t want to pay for ‘false positive’ leads, or waste time arguing with your software vendor about overpayments or hitting your lead limits too quickly due to ineffective ISP filtering.
Free (‘Light’) Versions
A few of these vendors offer completely free ‘light’ or ‘lite’ versions of their main software. These offer limited (but still useful) tracking functionality that may be enough for some.
The ‘free forever’ versions are also a good way to continue using at least some of the product features after concluding a free trial period of the full version.
Some vendors are further along than others in terms of direct (native) technology integrations with 3rd-party CRMs and other tools in the B2B marketing technology stack. Others rely more on intermediary tools like Zapier to make these connections.
Some vendors basically have all the essential (‘core’) visitor tracking features in place, but don’t have much in the way of proprietary capabilities.
Others have proprietary technologies that improve the reverse IP company lookup functionality, perform more advanced lead scoring, leverage buyer intent data, etc.
For example, some vendors may have better methods for resolving a specific company from the visitor’s IP data. This may be due to having multiple lookup sources, more up-to-date company databases, special unmasking capabilities, etc.
Be sure to look for any add-on or proprietary features and decide what you really need and are willing to pay more for. A solution with a ‘core features only’ focus may be all you need, for now at least.
Point Product vs. B2B Software Suite
Some of these products are very specific to the task of identifying site visitors and helping sales teams leverage the prospect data captured. They have more of a ‘standalone’ product design philosophy and focus on doing only a few things… but doing them very well.
Other online visitor tracking tools are components or features of a broader B2B marketing software suite. The functionality for identifying website users is there, of course. But it’s part of a broader software suite aimed at comprehensive marketing automation, account-based marketing, or inbound marketing.
Software buyers should consider which approach works best for their business size and ‘organizational maturity’ in this area, future needs, budget, etc.
Be a bit careful about buying into a complete marketing automation solution if all you really want right now is the ability to unmask the anonymous companies visiting your website in order to generate sales leads.
User Experience (UX)
I personally think that this is a critical factor, aside from all the other features included in these tools. If the sales team simply won’t use a tool because it’s too cumbersome and provides a bad user experience, it won’t matter what other features the software delivers.
That’s why the free trials are so useful. Be sure to get key members of your sales and marketing team heavily involved during the software trial period.
B2B sales teams are always busy, so be sure to plan the software trial well in advance and get complete buy-in from sales and marketing leadership to commit people, time, and energy to the free trial evaluation. The typical two-week trial period can go by in a hurry.
Also see this related post about managing a successful free trial of these software solutions.
Software Vendor Overviews
Let’s take a look now at some of the leading vendors and their products.
I’ve listed them in alphabetical order below.
And just so you know: I have an affiliate marketing relationship with some of these software vendors. I may earn a commission, at no additional cost to buyers, for future purchases made via these links.
I recommend considering these software solutions for B2B lead generation, regardless of any purchase channel preferences or timeframe.
I also donate a decent portion of my affiliate revenues to well-respected international charities and disaster relief organizations. Learn more about that here.
Product Name: Website Prospector
Company Headquarters: Portland, Oregon, US
Website Prospector is part of Act-On’s overall marketing automation software suite. This includes products and features for inbound marketing, outbound marketing, CRM integrations, account-based marketing features, analytics, and reporting.
Adaptive Web Technology
Machine learning technology enables real-time website personalization, including content recommendations aimed at the individual visitor. Also offers KPI reporting for related user activity.
Prospect Activity History
Allows sales teams to reach out to prospects armed with insights into their potential interest areas.
Realtime Visitor Alerts
Immediately notify the right sales team members when specific website users have visited a key page or performed other actions of interest. Enables more timely and informed sales follow-up based on inbound visitor activity.
Anonymous visitor tracking maintains a running record of website activity that can be connected to actual users when and if site visitors identify themselves (e.g., via form completion) later on. This enriches the historical visitor record and provides sales with more complete insights for follow-up.
Contact Lookup Tools
Includes integrations with LinkedIn and Zoominfo for contact details.
Traffic analytics complement other tools, such as Google Analytics. Website Prospector’s analytics are focused at the individual visitor level and include flexible prospect drill-down, filtering, search, and reporting capabilities.
Website Prospector Pricing
I found no pricing information on Act-On’s website that is specific to Website Prospector. This is probably because this capability is part of Act-On’s overall marketing automation suite, which starts at $900 per month.
For those who want website visitor identification tools within a complete marketing automation platform, Act-On’s Website Prospector would certainly be worth a close look.
Free Trial? Nothing apparent on the Act-On website.
Some capabilities of Act-On’s Website Prospector may work best with (or require) the implementation of other aspects of their marketing automation platform.
Be sure to check with Act-On sales regarding the total cost, complexity, and implementation time required to deliver the features you truly need.
Act-On Website Prospector Intro Video
(Act-On previously had an older intro video available for Website Prospector. But it appears they have closed their YouTube account. I’ll post any updates here that may become available later.)
Product Name: Clickback WEB
Company Headquarters: Ontario, Canada
Visitor Return Notifications
Alerts the sales team when targeted companies make a return visit to the website.
Visitor Click Path Data
Shows the page-level activity of visitors, including pages visited and durations. Helpful for sales teams and marketing content developers.
Sales Lead Management
Includes lead assignment features to simplify and streamline prospect follow-up activities.
Contact Profile Data Available
Clickback provides the option to purchase complete contact data for some company decision-makers, which can simplify and speed up the sales outreach process.
Clickback WEB Pricing
Clickback WEB is a subscription-based SaaS (Software-as-a-Service) product, offered in three pricing tiers based on unique site visits per month.
Every pricing tier includes all features. Plans start at $99 per month.
Free Trial? Yes – duration not stated, but probably 14 days.
Product Name: GatorLeads
Company Headquarters: Godalming, Surrey, UK
CommuniGator’s website describes their solution as a ‘Marketing Automation Platform for B2B Lead Generation’. Website visitor identification (via GatorLeads) is one of the components of their overall software solution suite.
CommuniGator markets this capability in multiple ways… as website visitor identification, website visitor tracking, and company identification. It’s all basically the same concept and product.
CommuniGator’s GatorLeads product offers all the essential ‘core features’ discussed earlier for this class of B2B website lead generation tools. See their brief intro video for a quick overview of key features.
Private Company Database
The company maintains a private database covering millions of accounts. Their goal is to provide CommuniGator users with the most up-to-date, detailed data about website visitors.
Nothing listed on their website specific to GatorLeads pricing. CommuniGator offers a wide range of products and services for lead generation, so they prefer to discuss requirements with new prospects before getting into pricing specifics.
Free Trial? Yes – 14 days
Product Name: Demandbase Engagement Solution
Company Headquarters: San Francisco, California, US
Demandbase’s ‘Engagement Solution’ is an example of anonymous website visitor identification features with an added-value, proprietary twist.
More specifically, they provide AI-driven web content personalization tools that allow marketers to customize and personalize the visitor experience ‘at scale’, while improving conversions to fully-identified leads.
So, there’s definitely a marketing and CRO value-add here, in addition to the more sales-focused visitor identification and contact outreach tools.
See below for more details. Their intro video is also informative.
For smaller B2B firms that just want to focus on discovering new web-driven prospects for sales follow-up, Demandbase may be a bit of overkill initially. But take a look and judge for yourself.
The Demandbase Engagement Solution product offers all the essential core features discussed earlier for online visitor identification software. Their brief intro video covers these as well as their interesting value-add features.
Personalized web experiences
AI-based content recommendations for increased engagement and conversions
Increased form completions (e.g., via form simplifications)
ABM-based email nurturing
Better account-level insights for chat-based reps
No pricing details listed on their website. Contact Demandbase sales for pricing.
Free Trial? Unclear from vendor website if a free trial period exists.
The Demandbase Engagement Solution goes beyond simple website user identification and tracking. It is part of their overall account-based marketing (ABM) software suite, which includes tools for prospect targeting, engagement, and conversion.
Product Name: Leadberry
Company Headquarters: Los Angeles, California and Budapest, Hungary
Leadberry is a great example of a ‘pure play’ B2B software tool in this category. It is powered by Google Analytics, so no extra code scripts are required.
In fact, they are a very highly-rated Google Technology Partner, with over 200 five-star ratings.
Their website and intro video are both very colorful and dynamic.
If you like berries, you may find yourself craving a nice berry-topped dessert after checking out their video and website.
Leadberry offers all the essential core features discussed earlier for B2B lead tracking software. Their animated intro video covers these well.
Extensive filtering of non-useful visitor data (essential for GA-based products)
Direct LinkedIn integration for contact insights and social selling
Visiting company social data
Website content consumption details
Identification of ‘lookalike’ other potential business prospects
- ‘Leadberry Light’ – a free basic option (see pricing)
Leadberry offers multiple pricing tiers starting at $24/month on an annual plan.
This is a subscription-based SaaS product, with higher priced tiers offering additional features. All Leadberry plans include unlimited leads, users, and websites.
Free Trial? Yes – 14 days. They also offer free web visitor tracking via Leadberry Light. This is a limited-function version of their main product.
Leadberry is powered by existing Google Analytics data, so no further script installations are required.
Product Name: Leadfeeder
Company Headquarters: Helsinki, Finland
Leadfeeder is another ‘point-product’ solution for B2B anonymous website visitor identification.
Like some of the others showcased in this post, Leadfeeder is based on Google Analytics as its underlying visitor IP and session metrics data source.
Leadfeeder offers all the essential core features discussed earlier for B2B website user tracking tools. See their intro video for highlights.
Extensive filtering of non-useful visitor data (essential for GA-based products)
Ability to filter and hide other unwanted companies for improved lead quality
Data quality team making continuous improvements since 2012
- ‘Leadfeeder Lite’ – a free basic option (see pricing)
Leadfeeder offers a main ‘Premium’ plan starting at $53/month on an annual plan. This is a subscription-based SaaS product, with several pricing tiers based on number of unique leads per month. In this case, ‘unique leads’ means the number of companies that visit your site, after eliminating internet service providers.
Free Trial? Yes – 14 days, with an option to extend.
They also offer Leadfeeder Lite for free visitor tracking. Like the Leadberry product approach, Leadfeeder’s free option is a limited-function version of the full product.
Leadfeeder is powered by existing Google Analytics data, so no further script installations are required.
Product Name: Lead Forensics
Company Headquarters: London, UK
Lead Forensics in one of the key players in this industry. I first became aware of them when one of my industrial B2B marketing clients started using their software for web-based lead generation.
The Lead Forensics solution is another example of a point-product approach to website visitor identification, vs. the full-suite marketing automation vendors.
Lead Forensics offers all the essential features discussed earlier for this category of B2B lead generation software. See their intro video for highlights.
A mobile app for on-the-go lead generation and follow-up
Instant access to visiting company contact details (additional fees may apply)
WordPress plugin available
Lead Forensics Pricing
Lead Forensics bases pricing on website traffic determined during a no-obligation free trial. Their onboarding specialists will tailor a pricing plan based on this analysis.
(For an interesting cost comparison discussion, also be sure to see WhoIsVisiting further below.)
Free Trial? Yes, but duration is unclear based on their website info.
Product Name: LeadLander
Parent Company: Upland Software
Company Headquarters: Austin, Texas, US
Now part of Upland Software’s ‘Digital Engagement’ product family, LeadLander is another veteran in this software segment.
LeadLander offers all the main features discussed earlier for this software category. See their intro video for highlights.
No per-user charges
Intuitive user dashboard
Visitor click-path data
Company watchlist (e.g., ‘tagged companies’)
LeadLander does not advertise specific pricing on their website. There is a web form available to request a demo and pricing.
Pricing is likely based on monthly site traffic volume and grouped into multiple tiers. There are no per-user charges.
Free Trial? Yes – 14 days.
Product Name: Visitor Queue
Company Headquarters: London, Ontario, Canada
Visitor Queue is another worthy competitor in this segment, with a point-product approach to website visitor identification for sales lead discovery and follow-up.
Visitor Queue offers all the major features discussed earlier for these tools. See their animated intro video for a quick overview.
- 30-days of leads up front (an initial advantage of leveraging GA data)
- Unlimited users with no additional fees
- Social profile data for visiting companies
- Interface focused on end-user design / user experience
- Lead export and archive features
- REST API for custom integrations
Visitor Queue Pricing
Visitor Queue offers six pricing tiers starting at just over $20/month on an annual plan. This is a subscription-based SaaS product, with pricing tiers based on number of ‘unique companies’ identified per month. All plans include all product features.
Free Trial? Yes – 14 days. Includes 30 days worth of leads based on existing Google Analytics data for the target website.
Visitor Queue is powered by Google Analytics data, so no further script installations are required.
Product Name: VisitorTrack
Company Name: netFactor (part of Bombora)
Company Headquarters: Denver, Colorado, US
VisitorTrack comes from netFactor, and is a pioneering solution in this software category.
Their software includes all the core visitor tracking features, as well as proprietary value-add in the areas of ‘predictive marketing analytics’ and ‘advanced IP address tracking’.
VisitorTrack offers all the essential features discussed earlier. See their animated intro video for a quick overview.
- ‘B2B Intent Data’ incorporates insights into what B2B topics visiting companies are already researching across the web, leading to better lead scoring
- AI-driven filters help to better identify the small and mid-sized businesses visiting your website. Less noise from ISPs, bots, and other visitor traffic that has no actionable lead-gen value
- Company contact records are fully integrated into the pricing, with no additional costs
- Leverages multiple databases to provide more comprehensive business and contact records
- Also available: IP intelligence and visitor identification APIs, for multiple extended uses
Contact netFactor sales for VisitorTrack pricing details. It is likely based on monthly website visitor volume and grouped into multiple SaaS pricing tiers.
Free Trial? Yes – 14 days.
Product Name: Visual Visitor
Company Headquarters: Roswell, Georgia, US
Visual Visitor is another popular solution focused squarely on turning B2B website traffic into usable sales leads.
Visual Visitor offers all the essential core features for this segment. See their animated intro video for a quick overview.
- No per-lead fees or extra charges
- Email campaign integration tools
- Integrated form capture tools
- Comprehensive website visitor analytics
- Email and call tracking options
- WordPress plugin available
Visual Visitor Pricing
Visual Visitor pricing starts at $59/month for up to 3 users and 20,000 page views per month. Additional fees apply for more users, additional page views (in 5,000 page view increments), and certain call-tracking upgrades.
Free Trial? Yes – 14 days.
Product Name: WhoIsVisiting
Company Headquarters: Northampton, UK
WhoIsVisiting is another popular option from the UK, competing vigorously with Lead Forensics in that region and elsewhere.
WhoIsVisiting claims to have a significant pricing advantage vs. Lead Forensics. See the ‘Our Competition’ discussion on their website.
WhoIsVisiting offers all the core features discussed earlier. See their animated intro video for a quick overview.
- Visitor ‘Engagement Bar’ feature assists with lead scoring
- Provides LinkedIn social profiles of visiting company employees
- ‘Visitor Actions’ feature provides advanced filtering and lead management
- In-app support
- WordPress plugin available
WhoIsVisiting pricing starts at just over $60 per month, with a 12-month minimum commitment. Pricing tiers are based on number of unique website visitors (unique IP addresses) tracked per month. This is initially determined during the free trial period.
All WhoIsVisiting plans include unlimited users, all features, and in-app support.
Free Trial? Yes – 14 days.
International Software Vendors
The software vendors I’ve profiled above are some of the most well-established in leveraging anonymous website traffic for B2B lead discovery and development.
This remains a dynamic product segment that has attracted software firms and talent primarily from North America, Europe, and India.
Diverse and Nearly Global
By my count (as of late July 2019), there are over 36 vendors fighting for traction and market share in this B2B web analytics software segment. Several are clearly still in startup or early growth stages, and barriers to entry seem fairly low.
Home countries for these vendors include: Canada, Czech Republic, Denmark, Estonia, Finland, France, Hungary, India, Italy, The Netherlands, Poland, Russia, Spain, Sweden, UK, and the United States.
The primary vendors I’ve profiled above are from the US and Canada, UK, Finland, and Hungary.
Global Vendor Spreadsheet Available
I’m maintaining a master spreadsheet that helps to organize and profile these software solutions. The latest version is available now, with more updates to follow in the coming months.
Interested? Hit the button below for more details.
Visitor Tracking and Account-Based Marketing
Tracking Website Visitors for ABM
The ability to spot potentially valuable website users and track their website session activities at the actual target account level is a fundamental part of the ‘inbound’ aspect of account-based marketing (ABM).
An ABM approach to B2B marketing and sales directs us to spend significant corporate resources to reach specific target accounts and bring them back to our website for lead nurturing and funnel progression.
Software capabilities play a key role in enabling this and supporting follow-up action. They also enable closed-loop measurement of our success in bringing target account prospects back to consume more of our content, engage more deeply with us as a credible solution vendor, etc.
In fact, B2B teams who use these tools are practicing some aspects of account-based marketing, whether or not they actually refer to it internally as ABM.
Converting Anonymous Website Visitors
Selling to (and Respecting) Your Website Visitors
It seems safe to assume that B2B website visitors typically expect to be at least *personally* anonymous (and remain so) during and after their visit to your site.
Many might be pretty turned off if they magically receive a phone call or email message from an eager vendor sales rep 10 minutes after their website visit.
This prospect outreach dynamic is certainly something to consider for companies using this category of lead gen software.
After all, website visitors want to stay in control of their own buying process and timing, so B2B sales teams need to be careful about how they go about approaching an anonymous site user who has been flagged by a software tool as a potential good candidate for sales outreach.
Professionalism, sales finesse, and good introductory message crafting will be key for any direct sales follow-up activities.
Marketing’s Ongoing Role
Tools that help identify anonymous users on a company website and convert them into viable leads can certainly improve B2B marketing ROI. Even so, this type of lead gen software shouldn’t be the only answer, or a crutch for marketing teams.
Marketing teams also have to ask: Why aren’t more of our anonymous website users signing up for our content offers? What can we do to make our site more engaging… prompting unidentified users to connect with us on a personal level?
So, while these tracking tools are doing their best to discover potential sales leads from web traffic, the marketing team must keep working to improve online conversions and turn more of their hidden visitors into willing ‘hand-raisers’ for ongoing sales prospect development.
Web Visitor Tracking and GDPR
GDPR, or the General Data Protection Regulation, came into effect in Europe in late May 2018.
GDPR is focused on improving data privacy for consumers and enforcing a permission-based approach for email marketing campaigns, among other things.
In general, vendors can only send email campaigns to EU individuals who have proactively opted in to receive email communications from them.
The GDPR deadline sent many B2B marketing teams into a mad scramble to comply. You may recall (as I do) receiving countless email updates regarding updated privacy policies, requests to confirm email opt-in subscriptions, etc., back in the May 2018 timeframe.
GDPR’s Impact on B2B Lead Tracking Software Vendors
B2B marketing software vendors need to comply with GDPR as well, of course. Aside from being compliant in their own outbound marketing campaigns, they also need to ensure that their lead gen software complies with GDPR.
After all, software vendors in this market segment want to make sure they don’t introduce any compliance problems for their customers.
So what do these vendors do about GDPR compliance in their products? How do they reassure their customers that all is well here?
Vendor GDPR Compliance
Some of the vendors mentioned above have website statements that are specific to the GDPR compliance of their products (Demandbase, Leadfeeder, Lead Forensics, and VisitorTrack are good examples here).
Others make some reference to GDPR compliance within their overall privacy policies. Be sure to verify that this compliance applies to their actual product/service as well.
In general, since most of these products do not identify or track anonymous site users at a personal level, they do not present a major problem for their customers in the area of GDPR compliance.
Note: See this post to learn more about GDPR compliance for website visitor identification software (including specific vendor examples).
Growth Potential for B2B Lead Generation Software
Software tools that help to drive more revenue from B2B website traffic continue to have good growth opportunities ahead.
Each of the software vendors profiled above provides their own justifications for investing in their tools, but the themes are very common:
- Low ‘organic’ conversion rates (visitors-to-inquiries) on a typical B2B website drive a need to find ways to deal with this reality and build website-based lead gen capabilities.
- Continued pressure on marketers to help build the sales pipeline through digital marketing tactics.
- A need to augment other tools (such as Google Analytics) with more actionable prospect data for business development and revenue generation.
Other Trends Driving Adoption
Other trends also argue in favor of continued use of these tools. These include marketers’ growing interest in using account-based marketing tactics.
We also see restrictions in other marketing channels due to things such as GDPR regulations on ‘cold’ email marketing, and the rise of ad blockers that reduce the effectiveness of certain online marketing tactics.
Solutions that provide anonymous web visitor identification features will be here for the foreseeable future, giving B2B marketing and sales teams more software tools for turning their website traffic into new leads and revenue.
Comments and Feedback
I’ll finish here with just a few questions. Feel free to add your comments below.
- Have you used any of these tools to identify anonymous visitors on your B2B company’s website? What do you like and/or dislike about them?
- Which other software vendors should I add?
- Software vendors: Have I missed anything critical here? Let me know… thanks!
- What other features do you want to see in these tools?
- Are you involved in account-based marketing (ABM)? How’s it going?
- Have you tried just using Google Analytics to identify your anonymous online visitors? How did that work out for you?
Thanks for reading, commenting, and sharing with your social networks, too! 🙂