Why Marketers cannot be Cowboys in B2B as in B2C by The Leads Explorer

Why Marketers cannot be Cowboys in B2B as in B2C:

Web analytics

In B2C Marketers drive their visitors to the check-out like cowboys drive their cattle. They are both herding their cattle towards their goal.
Cowboys used their eye vision and their horses whereas marketers use web analytics to get insight in the flow on their website. The difference is that not a single cow can escape whereas many visitors will escape by leaving the website. Are marketers under performing cowboys ?

Companies versus traffic

In B2B it is not about driving the traffic as cattle towards the goal as:
- Each visitor can be a potential customer and shouldn’t be lost
- Each visitor belongs to a company thus the need to know which visitors belong to which company
- Each visitor has specific needs
Web analytic systems aren’t sufficient and sophisticated enough to know about each visitor and every visiting company.

Website visitor identification

This requires a different kind of website visitor information that:
- Reveals the companies visiting
- Indicates the interest for your products or services by company
- Shows the level of interest by company
- Shows the increase or decrease of the interest level over time by company
This information will allow contacting the interested companies timely with a to their needs suiting message.
Are you a Cowboy or a B2B Marketer ?