$2,400 Online Lead Program Helps Generate $3.3 Million in Revenue
Would you spend $2,400 a year to help generate $3.3 million in sales while adding thousands of people to your email promotion lists? That’s what Tech B2B helped an international supplier of safety equipment accomplish during a 12-month period using targeted content and software that helps to identify anonymous site visitors.
Today, not every company has the financial and human resources to fully adopt a marketing automation platform that combines outbound marketing with CRM and reverse IP lookup as well as end-to-end website tracking. For our small to medium enterprise companies, Tech B2B has helped clients to benefit from marketing automation by combining multiple programs, such as Mail Chimp and Salesforce with reverse IP lookup and website analytics program LeadFeeder.
LeadFeeder is just one of several software as a service (SaaS) online programs that help companies identify anonymous website visitors for follow up and future marketing. To answer the “who are they” and “what do they want” questions, these programs take the anonymous website visitor’s IP address — it’s like a person’s phone number for the World Wide Web — and identifies the site owner and physical location the computer visiting the client site.
Using the company’s name and location, reverse IP services search the web for people who work at location, usually through LinkedIn and similar social networks. The service returns contact information, title, and other important sales information. This routine can identify tens of thousands of potential companies that regularly buy products from safety equipment companies each year for a small to medium enterprise.
But each company can have dozens or hundreds of employees. So how to winnow down the potential company prospects to a manageable level and determine who’s interested in safety equipment?
Measuring Lead Quality
First, Tech B2B configured the SaaS to sort each prospect based on how much time and how many pages the prospect visited during a moving 30-day window. For example, if a person spends 5X more dwell time or pages within a short period of time, this lead is considered “warm.”
To find the right individuals at each company, support staff use the SaaS program to search the prospective contacts from each “warm” company for root words in their titles that further qualify them as prospects, such as: “saf,” “eng,” or “tech” (i.e., partial titles such as safety, engineer, technician).
Filtering by title took the thousands of potential customers down to 1,150 individuals, or just under 100 per month — the equivalent of five emails from sales to prospective clients per day. And since Leadfeeder tracks all the pages visited by the prospective client, including dwell times, sales can easily include personalized and specific information to the prospective buyer with a call to action to offer more, if desired. Sales support staff send a personalized lead nurturing email to the prospects with a request to add them to future marketing emails to comply with CAN SPAM and GDPR requirements.
Finally, reverse IP lookup services also connect to Salesforce and other CRMs. If the “anonymous” person is actually an existing customer looking to buy something new, then the prospect can be directed to the appropriate account owner for follow up. And since the program also connects to email service providers for outbound email, similar to a full marketing automation platform, clients can not only see who opens a promotional email, but every web page they view AFTER on the website Again, actions tell client what they want to buy.
Measuring Marketing Success
To gauge the success of this program, Tech B2B analyze sales from more than 1,000 individual email addresses identified by the program in the first year. Out of the 1,000 individuals, 206 people made purchases equal to more than $3.3 million in sales. While the source of every lead wasn’t recorded in Salesforce, 30-plus orders worth more than $390,000 were identified as originating online.
- Reverse IP lookup programs were able to identify individuals responsible for a considerable percentage of the company’s revenue.
- If customer behavior is indicative of past sales, then customer behavior of new prospects is also an indicator of future sales intent
- The program added 1,000 emails to the company’s customer email list in a single year, increasing it by 2% for a fraction of the price of an ad in a magazine or participating in a trade show.
- Reverse IP lookup programs reveal not only potential prospects but also what they want, providing additional customer insights that can further improve the return on their marketing investments.