Intelligent Demand Generation / eTrigue Corporation

The economic downturn has created increasingly lengthy sales cycles in the B2B space, making it important for companies to track more website visitors and their interactions on a site over a longer period of time.

Ideally, you want to start gathering data on a visitor to your site from as early a stage as possible, even at the stage where they are still anonymous visitors to the site and haven’t yet identified themselves.

Later, when an anonymous visitor does identify themselves, you want to be able to tie their information back to their activities on your site while they were still anonymous, in order to get a complete picture about this prospect, which would enable your sales rep to better understand their needs and to better communicate with them.

Following the widespread adoption of social media by B2B organizations, your website probably gets a large number of anonymous visitors. Capturing the history of each visitor before they have registered on your site is essential for helping your marketing team to nurture prospects and your sales team to effectively communicate with them.

Realizing the importance of tracking visitors from the very early stages, we have recently expanded out anonymous visitor tracking and have added unlimited anonymous web tracking functionality to our marketing automation and sales acceleration offerings – eTrigue Professional, eTrigue Unlimited and eTrigue SalesPro. The idea is to help companies refine and better target important inbound prospects before they self-identify.

eTrigue gathers and maintains anonymous information of an unlimited number of visitors from their first visit, to their first ‘hand-raiser” action on the website, such as registering for premium content via a form or clicking on a link in an e-mail. This enables you to nurture new relationships more effectively by having greater insight into each prospect’s exact needs and their level of interest before sales make contact.

Better communication with prospects means more sales – after all, from a prospect’s point of view, the worse thing you can do is to give them a generic pitch.