Your website is the front line of your marketing efforts. It's the central focus where much of your digital marketing efforts, from ads to social media, direct back to. Did you know it holds a wealth of information on how to target and engage with potential new customers?
When anyone visits your site, they leave little breadcrumbs behind, that when picked up and studied, can tell you a lot about their interest and motivations. That's why your website should be the epicenter of your intentional lead generation.
But how do you find out exactly who is coming to your site, and what can you learn once you know who they are? The answer to both questions starts with website deanonymization.
What is Website Deanonymization?
Website deanonymization is the process of uncovering who's coming to your website. It involves turning anonymous clicks and page views into tangible leads by identifying the companies and the individuals behind the web visits. This is made possible by leveraging various data sources and technologies. In doing so, businesses can remove anonymity while gaining valuable insights into their website traffic.
While some traffic will ultimately stay anonymous (for example, if a web visitor is browsing using incognito mode), you will find that much of your traffic can be deanonymized to give you valuable insights that translate into strategic marketing decisions.
Why Deanonymization is Beneficial
Knowing who is visiting your website (and what pages interest them) may be worthwhile for various marketing purposes. And it's especially beneficial for Account-Based Marketing (ABM) campaigns. That's because, in ABM, the focus is on targeting specific high-value accounts that are signaling intent. By pinpointing exactly who interacts with your website, you can examine which ones fit within your Ideal Customer Profile (ICP) and fold those into your ABM campaigns.
For example, once you understand who is coming to your website, you can:
- Personalize engagement. Knowing who's knocking on your virtual door allows you to tailor your content and outreach to fit their interests or needs.
- Increase conversion rates. Armed with insights into your visitors' motivations, you can serve up irresistible offers that speak directly to them and make it nearly impossible to say no.
- Streamline your sales process. With deanonymization, your sales team can focus their efforts on those who show interest. By working off of leads from deanonymized content, sales aren't starting from zero and making cold introductions; they're following up to provide more information to the prospect and to begin building engagement that converts.
Deanonymization is also a useful tool for finding hidden revenue. For example, it may reveal which of your clients are visiting certain sections of your site. These insights can show you the hidden interests of existing customers that you can share with sales to use as openings for cross or up-sell opportunities.
Leveraging the Propensity ABM-Connected Website
Propensity's ABM platform helps sales and marketing teams deanonymize content seamlessly. By integrating with various data sources and employing advanced analytics, Propensity equips companies with the tools they need to identify and engage with their website traffic on a whole new level. You can find more documentation about the ABM-Connected Website here.
Knowledge is Power
By deanonymizing accounts, a world of possibilities opens up! Once you gain visibility on a visitor, you'll be able to uncover:
- Company information (name, industry, size, location, etc.)
- Website activity (pages visited, content downloaded, forms submitted, etc.)
- Referral sources (organic search, paid advertising, social media, email campaigns, referral links, etc.)
- Behavioral insights (time spent on specific pages, frequency of web visits, navigation paths, etc.)
- Demographic details (job title, role, seniority level, department, and even contact information)
- Technographic data (the tech stack they prefer, devices, browsers, and operating systems used)
Every single detail helps you construct a strategy for effective, personalized outreach. With it, you can contextualize the visitor's interests and needs within a broader organizational context to ensure you make your outreach resonate.
Using Retargeting Playbooks to Build Engagement and Convert Leads
With a clear understanding of who visits your website, you can put them through a retargeting playbook that warms them up before sales outreach. This playbook can include a carefully crafted cadence of marketing touches, such as personalized emails, targeted ads, and relevant content designed to nurture leads and build rapport.
The playbook should have a cadence that helps introduce your brand to your desired audience over time. For example, depending on whom you are targeting, you may have different playbooks that target different job types (a playbook for C-Suite executives versus accounting department leads) or industries. That way, every "play" you create will have a level of personalization that speaks directly to a specific type of customer.
Once you've zeroed in on a playbook, you can create curated, targeted content that starts with programmatic and social media ads and moves into email and LinkedIn outreach. Every outreach attempt invites engagement, and each engagement can be weighed and scored.
By scoring the engagement of these identified accounts, sales teams can prioritize their efforts to focus on those "hot enough" to pursue, maximizing efficiency and effectiveness.
Deanonymization: The Opportunity to Act Fast
There's an old saying about acting swiftly: "Strike while the iron is hot." This is especially true when it comes to deanonymized leads. Timely sales outreach allows companies to capitalize on the moment when a potential customer's interest is at its highest. That makes relationship building easier and offerings of education and consultation almost frictionless. Sales can also go into any introductory outreach armed with information about the identified account to address specific needs, pain points, or interests. This helps personalize every aspect of the interaction. By acting fast, you're putting yourself in front of a prospective new client while your name is still top of mind and your prospect shows strong buying signals.
Conclusion
Knowledge is power. Website deanonymization unlocks hidden revenue opportunities to give sales the insights to truly impress prospective clients. With website deanonymization tools (like Propensity's ABM-Connected website), your team can uncover the hidden accounts behind website traffic and find personalized ways to engage with leads, paving the way for more meaningful interactions that drive sales success.