Rocket Readings: How to Start Offering Visitor Intelligence Services Tomorrow

How to Start Offering Visitor Intelligence Services Tomorrow:from B2B Marketing and Lead Generation | Optify by Uri Bar-Joseph
In the quest for adding more services to your portfolio, visitor and lead tracking capabilities offer you an opportunity to add a unique set of services around visitor and lead intelligence. Unlike social media, email and inbound marketing services, the addition of visitor and lead intelligence allows you to provide a service that goes beyond just a single channel or tactic, making your agency an integral part of your clients’ marketing activity. Visitor and lead intelligence services are best structured as a retainer engagement but can start as one-off, proof-of-concept projects that will easily allow you to move to retainer.
The core concept of visitor and lead intelligence services is the ability to provide “big-picture” insights on how your client’s online marketing activities perform and, at the same time, propose actions specific to the details of a single visitor or lead.
In order to start offering visitor and lead intelligence to your clients, all you need is a solution like Optify and a few well-described “packages” you can offer. Below are four basic visitor and lead intelligence services you can start offering tomorrow.

Visitor Audit and Analysis

As a marketer, you want to know that your message is resonating with the right audience. Beyond just the basic numbers of how many visitors and leads each channel generated (see service #4), you want to know that those visitors are from the market and segment you are targeting. For example, you might get 5,000 visitors to your website every month, but if only 10% are actually from companies you care about, it means that there’s room for improvement.
A visitor audit and analysis could be as simple as giving your clients’ a view of the visitors to their website in the last 30 days and show how these visitors break down by industry, company size, geo-location or revenue. With Optify data you can also run more sophisticated analysis like analyzing top visited web pages and their conversion rates by industry.

By offering a visitor audit and analysis, you open the door for a wide range of follow-up services and engagement such as campaign management, website redesign, social media marketing and PR, to name just a few.
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Daily Lead List and Lead Alerts

What do sales teams want the most? Leads! With visitor and lead intelligence you can actually give them exactly that. This service should be packaged in a way that sets you and your client up for success. Follow these steps:

Ask to meet with the sales team to define what a qualified lead means to them. Start by defining the basic profile of a qualified lead. Title, industry, company size, etc. (Conversely, remember also to ask what’s considered an unqualified lead. For example, students).
After you have a good sense of what profile the client is targeting, create that filter in Optify’s lead scoring application (Optify allows you to filter by lead attributes, not just score).
Move to behavioral indications such as forms completed, pages visited, number of visits, etc. Use these attributes to score the leads. This will allow you to provide a prioritized list of leads based on the criteria you defined with the sales team.
Create a daily email using the lead score you just created and add all of your clients’ sales teams to the email.
Include yourself in that email as well and monitor the performance of these leads.
Repeat the same process for lead alerts.

Once you set everything up and have the sales team on the daily email, your clients will be hard pressed to move you to a retainer given the importance of those emails and alerts.

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“Warm” Cold Call List Generation

Cold calling is an acceptable practice with a lot of B2B companies, especially big companies that have a very specific target market in mind. These companies will apply various tactics to get people on their target list to engage with them, including cold calling.
Using visitor intelligence, you can supply companies with a list of “warm” leads to call. Based on the specification from the sales team, you can put companies on “watch” and when a visitor from one of those companies comes to your client’s website, you (or your client) will get an alert.
You can then supply additional information and offer potential services, like append data about these companies, follow up services or list creation.
Another service you can offer is a daily summary of the companies that visited your client’s website. Instead of alerting when targeted companies appear, simply supply the entire list of companies that visited their website.
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Campaign and Channel Analysis

Visitor and lead intelligence data can be added as an additional “data-layer” to any and all your services. It will allow you to provide the same level of intelligence that you provide for your clients’ entire website performance on a campaign-specific level.
For example, let’s say you offer social media marketing services. Adding visitor and lead intelligence overlay to that service will allow you to optimize the campaigns and provide valuable insight to your clients such as number of visits and leads from each campaign, their industry breakdown, their company breakdown, top performing webpages and other actionable insights.
You can offer these as an add-on, an added value or just use it as a differentiator from your competitors.
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These are just a few of the services you can start offering tomorrow with almost no investment other than a tool to get you started. Any other ideas? Feel free to leave them in the comments.
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Be sure to bookmark all the posts in this ‘Expanding your Marketing Services’ series: