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Website Visitor Tracking Software

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 2) recording, analyzing, and scoring website user session activity for sales lead generation and follow-up. Many businesses use B2B website visitor tracking software to increase revenue by providing more actionable leads to their sales teams.

bootprint in sand - anonymous website visitor identification intro

Last Updated: May 2019

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. 

The diagram below provides a high-level view of this category of B2B lead generation software.

website visitor tracking software overview
Simplified view of 3rd-party software tools for identifying anonymous B2B website visitors

By turning anonymous online visitor traffic into actionable data, these tools help businesses discover new sales prospects that may be more 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. 

Tip: Use the navigation links directly below to jump to specific sections. 

Bootprint image credit: PublicDomainPictures from Pixabay

Article Contents - Quick Navigation

Introduction

Software Tools for B2B Lead Generation

Website visitor tracking, as defined above, is used by many businesses as a means of providing sales and marketing teams with useful web 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 as low as 2-3%. This is a painful statistic for marketing teams struggling to convert anonymous site users into quality sales leads. 

Potential for High ROI

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 solutions produce high ROI and investment in them is easily justified.

Several software vendors provide specialized website analytics tools that help discover ‘hidden’ site visitors and turn that data into sales-ready leads. 

vendor logos - software tools for anonymous website visitor identification
12 companies who can help turn your B2B website traffic into sales leads.

Many companies are happy to pay for this extra sales-focused 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
  • More effective account-based marketing (ABM)

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 software category, it may help to take a few minutes to read more of the intro material directly below.

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 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. 

Visitor ID tools are at least part of the answer when businesses want to know how to track IP addresses of their website users. Understandably, there are always lead development and revenue growth objectives at work here. 

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 (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 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, right? 

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 deployed.

It could also happen if the visitor’s browser has been previously tagged with a tracking cookie that allows some form of personal identification.  

This aspect of identifying visitors has direct implications for Europe’s GDPR data privacy compliance too… discussed in a section further below.

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 incoming web traffic. 

Collecting Website Visitor Data

The term website visitor tracking is also commonly used for this overall software category. It goes beyond simple B2B company name discovery to actually track the visitor’s activity on the target website. 

This user tracking includes pages viewed, time on page, 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.

We can think of this software category as having 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 corporate 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.

Maybe We Need Google Analytics for B2B Sales?

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 Lead Generation

This section highlights a number of the top software vendors addressing the need for website-based lead gen. We can think of this product segment as a sales-focused sub-category of B2B web analytics tools.

There are many similarities below in terms of the core functionality of these products. After all, these vendors are trying to solve the same essential problems for B2B firms, while adding their own special twists.

B2B Website Visitor Tracking Vendors

I’ve included the following popular vendors so far. Vendor profiles and their short intro videos start just a bit further below. 

Click on any link below to jump to a specific profile further down this page.

 

Product Differences

There are also some product differences worth noting, including:

Product Design / Platform

Some vendors simply leverage existing GA data from the user’s website and GA implementation. This simplifies setup since no additional code scripts (e.g., Javascript code snippets) are required on each website page.

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 historical data. This can help deliver immediate payback for new users of these solutions. Other vendors have to ‘start from scratch’ based only on new website user tracking data. 

Software Pricing

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 vendors also allow tracking anonymous visitors across multiple websites for a single user account and monthly fee. You’ll 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. 

Technology Integrations

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.

Proprietary Features

Some vendors basically have all the essential (‘core’) visitor tracking features in place, but don’t seem to have much in the way of proprietary capabilities. 

Others claim to 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.

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 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.

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 needs, 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

Differences vs. Commercial B2B Software Directories

None of these software vendors pay me to include them in this roundup or give added visibility to their information below. 

This is unlike some of the more commercial online B2B software directories. They may give preferential visibility and treatment to software providers in a common ‘pay-to-play’ revenue model driven by advertising, promotional, and referral fees from vendors. 

There’s nothing really wrong with that business model. I just wanted to point out the distinction vs. my approach.

Accuracy Issues with Online Directories

Also, I’ve reviewed some of the popular online B2B software directories and find that they broadly mis-categorize many solutions. Their filtering functions may not be very good, returning many more vendors and solutions than actually fit the specific search. 

In one example, while searching for lead generation software in this specific area, the directory returned 55 results… but only about 15 of those products were truly involved with identifying website visitors like the ones I’ve included below.

All that extra noise just wastes your valuable time when doing product research.

So, following that minor rant, let’s look below at about a dozen or so of the most popular options in this software category.

The best tool to track your website visitors may very well be one of these…

Act-On

act-on logo

Product Name: Website Prospector

 

Company Headquarters: Portland, Oregon, US

Primary Product Features

  • Prospect activity history (implies by actual individual contact details, not just company name)
  • Real-time prospect alerts (by company or individual target)
  • Anonymous visitor tracking (historical activity tracking, ‘pre-conversion’)
  • Contact lookup tools (reverse IP company lookup capability) with 3rd-party contact data integrations (e.g., LinkedIn)
  • Website traffic analytics (more prospect-focused than Google Analytics)

Website Prospector Pricing

Nothing listed on their website. Contact Act-On sales for pricing details.

Other Info

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.  

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

Clickback

clickback logo

Product Name: Clickback WEB

 

Company Headquarters: Ontario, Canada

Primary Product Features

  • Return visitor (company) notifications
  • Website visitor analytics (‘click path’ data)
  • Sales lead assignment (assign web leads to correct sales resource)
  • Visiting company contact details (option to purchase)
  • CRM integration (Salesforce.com)

Clickback Pricing

Clickback WEB is a subscription-based SaaS (Software-as-a-Service) product. Plans start at $99 per month and increase based on number of unique site visits per month.    

Free Trial? Yes

Clickback WEB Intro Video

CommuniGator

communigator logo

Product Name: GatorLeads

 

Company Headquarters: Godalming, Surrey, UK

Primary Product Features

  • B2B IP identification and IP tracking
  • Company and individual-level identification features
  • Website visitor activity tracking
  • Company contact lookups (via LinkedIn)
  • Lead scoring and prioritization for sales follow-up
  • Lead management and workflow features
  • CRM integrations (multiple)
  • Analytics and reporting

GatorLeads Pricing

Nothing listed on their website. Contact CommuniGator sales for latest pricing details.

Free Trial?

Yes – 14 days

Other Info

GatorLeads is part of CommuniGator’s overall marketing software suite. This includes lead nurturing and marketing automation tools.

CommuniGator GatorLeads Intro Video

Demandbase

demandbase logo

Product Name: Demandbase Engagement Solution

 

Company Headquarters: San Francisco, California, US

Primary Product Features

  • Website visitor identification
  • Personalized website content
  • Content recommendations based on artificial intelligence (AI)
  • Intelligent forms
  • ABM-based email and chat functions
  • Numerous technology integrations, including 3rd-party CRMs and marketing automation platforms

Demandbase Pricing

Nothing listed on their site. Contact Demandbase sales for pricing details.

Free Trial?

Unclear from vendor website if a free trial period exists.

Other Info

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.

Demandbase Engagement Solution Intro Video

Leadberry

leadberry logo

Product Name: Leadberry

 

Company Headquarters: Los Angeles, California and Budapest, Hungary

Primary Product Features

  • B2B IP identification and tracking based on GA data
  • No extra scripts or code snippets to install (just needs GA connection)
  • Company-level identification
  • Website visitor activity recording
  • Company info and contact lookups (via LinkedIn)
  • Custom filtering
  • CRM and other integrations (some native, some via Zapier)
  • Analytics and reporting
  • Email alerts
  • Unlimited users

Leadberry Pricing

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.

Other Info

Leadberry is powered by existing Google Analytics data, so no further script installations are required.

Leadberry Intro Video

Leadfeeder

leadfeeder logo

Product Name: Leadfeeder

 

Company Headquarters: Helsinki, Finland

Primary Product Features

  • B2B IP identification and tracking based on GA data
  • No extra scripts or code snippets to install (just needs GA connection)
  • Company-level identification
  • Website visitor activity recording
  • Company info and contact lookups (via LinkedIn)
  • Custom filters and segments
  • CRM and email service provider integrations
  • Analytics and reporting
  • Email alerts
  • Unlimited users

Leadfeeder Pricing

Multiple pricing tiers starting at $53/month on an annual plan. This is a subscription-based SaaS product, with pricing 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. They also offer Leadfeeder Lite for free visitor tracking. Like the Leadberry product approach, Leadfeeder’s free option is a limited-function introduction to the main product.

Other Info

Leadfeeder is powered by existing Google Analytics data, so no further script installations are required.

Leadfeeder Intro Video

Lead Forensics

lead forensics logo

Product Name: Lead Forensics

 

Company Headquarters: London, UK

Primary Product Features

  • Website visitor identification and tracking
  • Company-level identification
  • Visitor session activity tracking
  • Company info and contact lookups
  • User-defined lead scoring
  • Target account ‘Watch List’ can automatically trigger emails to sales
  • CRM integrations
  • Analytics and reporting
  • Mobile app available
  • WordPress plugin available

Lead Forensics Pricing

Nothing listed on their website. Contact Lead Forensics sales for pricing details. It is based on monthly website visitor volume.

Free Trial?

Yes

Lead Forensics Intro Video

LeadLander

leadlander logo

Product Name: LeadLander

 

Parent Company: Upland Software

Company Headquarters: Austin, Texas, US

Primary Product Features

  • Anonymous visitor identification and tracking
  • Company-level identification (and sometimes at individual level)
  • Visitor session activity tracking
  • Company info and contact lookups
  • Triggered email notifications (real-time and scheduled)
  • CRM and marketing automation platform integrations
  • Analytics and reporting
  • Unlimited users

LeadLander Pricing

Nothing listed on their website. Contact LeadLander sales for pricing details. It is likely based on monthly site traffic volume and grouped into multiple pricing tiers.

Free Trial?

Yes – 14 days

Other Info

LeadLander is now part of Upland Software’s ‘Digital Engagement’ product family.

LeadLander Intro Video

Visitor Queue

visitor queue logo

Product Name: Visitor Queue

 

Company Headquarters: London, Ontario, Canada

Primary Product Features

  • B2B IP identification and tracking based on GA data
  • No extra scripts or code snippets to install (just needs GA connection)
  • Company-level identification
  • Visitor session activity tracking
  • Company info and contact lookups
  • Lead management / workflow tools
  • Email notifications
  • Lead export and archive features
  • Direct integrations with Salesforce CRM and Slack. Others available via Zapier.
  • REST API available for other custom integrations

Visitor Queue Pricing

Pricing tiers start at under $20/month on an annual plan. This is a subscription-based SaaS product, with pricing in multiple tiers based on number of unique leads provided per month.

Free Trial?

Yes (14 days?)

Other Info

Visitor Queue is powered by Google Analytics data, so no further script installations are required.

Visitor Queue Intro Video

VisitorTrack

visitortrack logo

Product Name: VisitorTrack

 

Company Name: netFactor (part of Bombora)

Company Headquarters: Denver, Colorado, US

Primary Product Features

  • Website visitor identification and tracking
  • Company-level identification
  • Visitor session activity tracking
  • Company info and contact lookups
  • AI-enhanced business identification technologies
  • Lead scoring based on proprietary, predictive visitor intent data
  • Triggered email notifications (real-time and scheduled)
  • Integrations with numerous CRM, marketing automation, and email service provider platforms
  • Fully-integrated contact records (no additional cost for contact data)
  • Analytics and reporting
  • Software API options

VisitorTrack Pricing

Contact netFactor sales for pricing details. It is likely based on monthly website visitor volume and grouped into multiple SaaS pricing tiers.

Free Trial?

Yes – 14 days

VisitorTrack Intro Video

Visual Visitor

visual visitor logo

Product Name: Visual Visitor

 

Company Headquarters: Roswell, Georgia, US

Primary Product Features

  • Website visitor identification and tracking
  • Company-level identification
  • Visitor session activity tracking
  • Company info and contact lookups
  • Triggered email notifications (real-time and scheduled)
  • Email tracking and call tracking options
  • Analytics and reporting
  • 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 and for additional page views (in 5,000 page view increments.)

Free Trial?

Yes – 14 days

Visual Visitor Intro Video

WhoIsVisiting

whoisvisiting logo

Product Name: WhoIsVisiting

 

Company Headquarters: Northampton, UK

Primary Product Features

  • Anonymous visitor identification and tracking
  • Company-level identification
  • Visitor session activity tracking
  • Company info and contact lookups
  • Triggered emails to sales based on target account activity on website
  • CRM integrations (Salesforce.com initially. More to follow.)
  • Analytics and reporting
  • WordPress plugin available

WhoIsVisiting Pricing

WhoIsVisiting pricing starts at $49 per month, with a 12-month minimum commitment. Multiple pricing tiers exist, based on number of unique website visitors tracked per month. This is initially determined during the free trial period.

Free Trial?

Yes – 14 days

WhoIsVisiting Intro Video

International Vendor Options

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. 

By my count (as of early April 2019), there are over 40 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 working on a master spreadsheet that helps to organize and profile these software solutions. The first version is available now. 

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 deploying 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.

GDPR Impact on Visitor Tracking

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.

Yes, GDPR was (and still is) a major pain-point and challenge for many marketing teams around the world.

GDPR’s Impact on B2B Visitor Tracking Software Vendors

B2B marketing software vendors need to comply with GDPR as well, of course. Aside from being GDPR-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 GDPR 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?

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. 

Wrapping Up

Growth Potential for B2B Lead Generation Software

B2B software that helps to drive more revenue from website traffic continues 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 also argue in favor of continued investment in this software category. 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 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 audience 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 track anonymous visitors on your 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!  🙂

2 thoughts on “Website Visitor Tracking Software”

  1. David – thank you for your comprehensive evaluation of this B2B marketing software category and vendor makeup.

    Some additional thoughts.

    What do actual Users think? The crowd-compiled observations of Users and their level of satisfaction is a critical input. We hear the most from Users who can get an independent evaluation from these sources;

    G2 Crowd – https://www.g2crowd.com/categories/visitor-identification

    Capterra – https://www.capterra.com/marketing-automation-software/?utf8=%E2%9C%93&feature%5B2%5D=38561&sort_options=Highest+Rated

    What to Look for in a Visitor Tracking Product?

    – Identification of business visitors to a site in real time (vs. later or a next day)
    – Accurate suppression of non-business visitors/ISPs
    – Complete business demographics (phone, company size, industry, etc.)
    – Intent data – pinpoint the research activities and behaviors of visitors before they arrive to the website based on your products and services
    – Accurate business contact records of the exact people your company targets, with name + title + email + phone (vs. general contact records)
    – Flexible reporting features which allow full customization of how to track and view web visit records according to your business needs
    – Free trial providing you complete access to your web visit data and product features (we see providers who “offer” a free trial, but instead give a curated demonstration)
    – A platform where sales or marketing Users can “log in” – solutions built on top of Google Analytics may not be a preferred method

    As full disclosure, I am the founder of netFactor, and we introduced the very first website visitor identification product of this kind in the marketplace; VisitorTrack.

    With so many seemingly similar toolsets now in the market, we are often asked “what makes VisitorTrack different?”

    1. We provide the most-comprehensive information about the anonymous business who visits a website: across demographics + behavior + geography.
    2. Complete and accurate contact record data are integrated with nothing else to buy. Full business records for the exact business contacts targeted are automatically appended.
    3. B2B “Intent Data” from Bombora provides details of the research actions your web visitors are performing for your exact products and services – before they ever visit a website.
    4. Reporting and instant alerts can be configured to nearly any criteria to match the customer’s business approach.
    5. Our pricing is competitive with a service level appropriate for nearly any business.

    Thanks again.

    • Hi Christopher, thank you for your great insights and points here! I appreciate you taking a moment to comment and add value to this post.

      I agree that G2 Crowd and Capterra are helpful for buyers doing research. Quora can also be very helpful.
      The buyer intent data from Bombora looks especially interesting and should definitely help differentiate VisitorTrack from the “plain vanilla” B2B visitor tracking solutions. Looks like a strong and comprehensive feature set overall.

      Thanks again and good luck to you and the crew at netFactor.

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B2B Website Visitor Tracking Software

Get My Complete Vendor Listing

Hello and thanks for reading…

I’ve built a new Excel spreadsheet that captures key details on virtually all B2B website visitor tracking software products.

(Many more vendors than I have room to include in this post!)

It’s based on many hours of my vendor research… and I’m happy to share it as a helpful reference item for you.

Just drop me your best email address below and I’ll send the link to the spreadsheet download page. 

The first version is available now. 

Next update coming in June ’19.

  • Your email address is safe here. We don't sell, rent, or give away email addresses.

B2B Website Visitor Tracking Software

Get My Complete Vendor Listing

Hello and thanks for reading…

I’ve built a new Excel spreadsheet that captures key details on virtually all B2B website visitor tracking software products.

(Many more vendors than I have room to include in this post!)

It’s based on many hours of my vendor research… and I’m happy to share it as a helpful reference item for you.

Just drop me your best email address below and I’ll send the link to the spreadsheet download page. 

Get the first version now.

Next update coming in June ’19.

  • Your email address is safe here. We don't sell, rent, or give away email addresses.

B2B Website Visitor Tracking Software

Get My Complete Vendor Listing

Hello and thanks for reading…

I’ve built a new Excel spreadsheet that captures key details on virtually all B2B website visitor tracking software products.

(Many more vendors than I have room to include in this post!)

It’s based on many hours of my vendor research… and I’m happy to share it as a helpful reference item for you.

Just drop me your best email address below and I’ll send the link to the spreadsheet download page. 

Get the first version now.

Next update coming in June ’19.

  • Your email address is safe here. We don't sell, rent, or give away email addresses.
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