Night vision has made a huge difference in military operations. Back in my era, night scopes were huge monocular affairs used only on top of bunkers to see deep into enemy territory. They couldn’t even be mounted on vehicles as the vibration caused them to fail. Today they are ubiquitous for all modern armies in almost every operational capacity: air, sea and land.
Would you go to war today against our enemies without the advantage of night vision? The same question in marketing would be – do you ignore your anonymous prospects? It’s an identical situation. We use DemandCenter from eTrigue to track our anonymous visitors. DemandCenter does the reverse IP look-up and provides you with the company name. When a prospect from that target company identifies themselves via a form fill (dynamic progressive or full form fill) – all the history as an anonymous prospect rolls to them as it is highly likely that they were once the anonymous visitor to your site.
Here’s a step further that you can go for your sales teams to ID anonymous prospects BEFORE they identify themselves. I’ll present it as a case study because this is how we do it for our clients:
Let’s pick a tech company that sells converged infrastructure – we’ll call them HAL Incorporated. HAL is getting 40-70 web hits from anonymous prospects per day during the work week. We know because of the reporting we get in eTrigue’s DemandCenter, which gives us the names of those anonymous visitor prospect companies. We then develop a list of the most likely titles that would be interested in enterprise converged infrastructure like: SVP IT Infrastructure; VP IT Infrastructure; Director IT Infrastructure; Data Center Manager; Storage Administrator; Server Manager……… and we either have those contacts or we buy those contacts from a data vendor like a ZoomInfo or a DiscoverOrg etc.. We then add those prospects to an existing drip campaign we have set-up in DemandCenter by eTrigue to market to those anonymous prospects from that company. That in turn increases the coverage we have in that prospect account which should lead to some lunch/meeting/drinks conversation on the infrastructure team at that prospect. If they are looking at new solutions, we should get a form fill or at least contacted via email (always read emails coming back as replies from marketing automation drip and nurture campaigns – your prospects will many times write back to you requesting more information or a meeting).
The upshot of the above example is you just beat your competition to the punch. Especially your largest competitors. While they are busy doing large scale projects, you are marketing to anonymous prospects and getting yourself on the short list of vendors much faster than they are. In fact, if you are really dong this right you stage the drip and nurture emails to go out weekly for a month and you inject your BDR/ISR Calling Team into the mix at week 3 to start talking to them.
This puts you out on the forefront of a product or service search by a potential customer. For those in Channel Marketing and Sales, imagine if you could provide this service to your VARS/MSP’s/Partners? Imagine you could drive business to your microsites hosted by Partners and manage micro-drip/nurture campaigns for them?
All of this is very doable and actionable. You just need the right tools. Anonymous prospects are the highly desirable ones. They are initiating their search. Think about how you make a big purchase like a vehicle, boat, house……if you’re like me, you start researching well in advance.
The rewards are leads for your sales teams from prospects already looking at your website. Your sales team will know what topics they spent the most time on and what products or services they are interested in.
For Channel Teams, this is an opportunity to offload your Partners from managing data and puts you in charge of nurturing those prospects until they are ready for a Partner sales call or joint sales call. Get the jump on your competition!
This is an excerpt from a Jeff Elias article that originally appeared on LinkedIn: https://www.linkedin.com/pulse/see-anonymous-prospects-ahead-your-competition-jeffrey-elias/