The Missing Link to Your Account Based Marketing Strategy: Knowing Which Companies Are on Your Site

04 February 2019 by

Despite its popularity, the traditional inbound marketing funnel isn’t right for every business.

You know this.

When each of your customers is a high-value, enterprise account, all the top-of-funnel content in the world won’t help you convert them.

That’s where account-based marketing (ABM) comes into play.

But here’s the thing: too many businesses are running headlong into ABM campaigns completely blind. In our experience working with hundreds of B2B companies, we’ve seen too many disappointed by their ABM results. That’s because, without valuable insights on your target accounts and performance, your campaigns are limited right out of the gate.

Visitor identification software can change that.

Visitor Identification Changes the Game for Account-Based Marketing

Gaining visibility into who views your website and how they interact with it enables you to:

  • Uncover and understand your ideal accounts
  • Better target your social media and display ads
  • Assess the performance of your campaigns
  • Create more alignment between marketing and sales

That means greater insights into who you should target—not just the name of the company, but enriched data about who they are and how they operate. It means a clearer picture of how your efforts are moving prospects toward conversion.

Account-Based Marketing: Gain insight into who visits your website and how they interact with it.

Insights like that can do more than complement your ABM efforts — they can drive them. They can help you fine tune and constantly improve your marketing, so you’re converting more customers with less effort.

The Best Ways to Leverage Visitor Identification for Account Based Marketing

Visitor identification provides you with a wealth of data, but to really up your account-based marketing game, you have to know what to do with all that information. Let’s talk about the four most effective ways to implement visitor identification data into your ABM efforts.

1. Build the Profile of Accounts You Want to Target

The foundation of any and every great marketing campaign is a deep, comprehensive understanding of who your ideal customer is. With traditional account based marketing, you have one of two options:

  • Sell to accounts without seeing the whole picture
  • Spend a lot of time and effort pulling that information together

By using visitor tracking software, you can build a much more colorful picture of the accounts you want to target. Visitor identification doesn’t just tell you, “Hey, this person visited your website.” Instead, the best software (like our tool, Leadfeeder) gives you a broad and holistic view of that company.

Account-Based Marketing: Leadfeeder's website allows you to easily see potential customers contact information.

By tracking the pages they visit on your website—along with when and how they interact with your marketing campaigns—you can build a robust profile of everything from company details to their exact needs and use case for your solution.

You’ll gain information on the company, itself — like the size of the company, their industry, where they’re located, etc. Then you can use that information to build a comprehensive picture of the kind of accounts you want to target.

Account-Based Marketing: Identifying which sites your potential customers visit is crucial.

The best visitor tracking software can even qualify accounts for you. When you build a custom feed, you can set specific, highly targeted criteria to zero in on an actionable list of leads that are much more likely to convert.

Set up a custom feed in Leadfeeder that allows you to filter out companies that may not be a good fit for your business.

You can also hide companies you know aren’t a good fit. That means your team spends less time qualifying and figuring out who to target and more time moving those accounts to conversion.

2. Target Ads to the Right Accounts and Multiple People Who Work There

Getting your ads in front of the right people is one of the bigger challenges that comes with account-based marketing campaigns. You’re targeting a small, tailored group of accounts—and that doesn’t match up with the way most digital ads define audiences.

Traditional retargeting campaigns are an option, but they limit your ads to the specific people who visited your website. Retargeting also limits your ability to qualify who you spend your ad budget on.

With visitor identification, you can make that highly specific visitor data work for your ad campaigns. You can export key visitor information to a CSV file and upload the file into LinkedIn ads. That allows you to do two things:

  • If you’re using a custom feed to segment your visitor tracking data, it ensures your LinkedIn ads are only shown to companies that fit your set criteria.
  • You can target more than just the one person who visited your website—showing ads, instead, to anyone at that same company.

You can download your feed as CSV file.

In a nutshell, visitor identification enables you to build more targeted retargeting campaigns. To download a CSV file of your leads:

  1. Select the feed you want to download from your Leadfeeder dashboard
  2. Set the time range to view
  3. Click the three dots icon to expand the menu and choose Download feed as CSV

You can also check out this webinar for a more detailed walk-through.

3. Assess the Performance of Your Current ABM Efforts

On top of helping you figure out which accounts to target and how to market to them, account-based marketing requires that you can measure progress as leads move toward conversion. Insights into where prospects are in the process helps you tailor the right messaging and identify any speed bumps between them and the sale.

Visitor identification doesn’t disappear once you start targeting an account. Throughout your sales and marketing efforts, visitor tracking software continues to let you see if each prospect is visiting your website, what pages they’re looking at, how they’re engaging with emails and other content, and all sorts of rich information.

By integrating Leadfeeder with your CRM software, you can see existing leads as they move through your sales process and interact with your website and marketing content. You can see who you’re connected with and who you’ve yet to connect with, as shown below.

Integrate Leadfeeder with your CRM software to see existing leads that you may or may not have connected with yet.

A sample of what it looks like when you connect with a potential lead.

You can also follow companies you’re particularly interested in to keep tabs on how they’re interacting with your website and other marketing collateral as they move toward conversion.

Pro tip: With a process as intensive as ABM, it’s vital to automate what you can and prevent any account you’ve invested in from falling through the cracks. Build specific custom feeds based on key pre-conversion behavior and set up notifications (in email or Slack) to let you know when a company reaches your set criteria.

That makes it effortless to monitor how accounts move through your sales process and identify when it’s time to push the next conversion event.

4. Align Sales and Marketing Teams Around the Same Accounts

This last category is less about the tactical process of account-based marketing with visitor identification and more about what’s going on behind the scenes.

That said, when sales and marketing are on the same team, working toward the same goals, magical things happen. When they aren’t on the same page… decidedly less magical things happen.

Account-Based Marketing: Top Leads as shown in Leadfeeder

With a visitor tracking software like Leadfeeder, both your marketing and sales teams are looking at the same information. The software is easily shared across teams, so everyone sees the same dashboard and the same data. That makes it easy to agree on who to target, how best to market and sell to them, and when it makes sense to hand off an account between teams.

Level Up Your Account-Based Marketing with Visitor Identification

Account-based marketing can work—and work marvelously. It’s far and away the best way to approach marketing enterprise, high-value products and services. But if you dive into ABM without the insights visitor identification can offer, you’re limiting the potential of those campaigns.

That’s no good.

Instead, let visitor identification software streamline lead selection, simplify qualification, and take your account-based marketing campaigns to the next level.

Now that you're here

Leadfeeder is a Google Analytics tool that shows you companies that visit your website. Leadfeeder generates new leads, offers insight on your customers and can help you increase your marketing ROI.

If you liked this blog post, you'll probably love Leadfeeder, too. Sign up requires a Google Analytics account and you can see results right after the sign up.

Sign up

Leadfeeder knows who’s visiting your website

Free leads from Google Analytics. No extra script installation needed.

See for yourself

Free trial. No credit card required.

As seen in

  • Forbes
  • Entrepreneur Magazine
  • Fox
  • Mashable
  • Social Media Examiner