The power of integration and automation for B2B Enterprise organizations
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    The power of integration and automation for B2B Enterprise organizations

    November 13, 2020 | 5 minutes

    Brought to you by, Luke Palman

    The ability to identify your website traffic through software isn’t a new concept; it’s been around for years. It’s a tried and tested solution with a proven return on investment (ROI). However, when harnessed by large organizations with high volumes of traffic, complex marketing systems, and long processes, it presents a number of significant challenges.

    Website visitor automation and the rule of 50

    Generating hordes of website traffic doesn’t sound like a bad thing — and it’s not. Driving large quantities of high-quality, relevant traffic is the first step to conquering digital marketing success. The challenge, then, is presented by the scale and depth of data identified by these solutions.

    Unless you have a specific team dedicated to implementing and actioning this data, as a large Enterprise organization, there’s simply too much of it. Especially when you consider the manual intervention required; searching for the visitor in your Customer Relationship Management (CRM) or marketing automation (MA) system, assessing the data and content of the visit, sharing the opportunity with the right sales representative or account manager, following-up with the lead in a timely manner, and then reporting all of this in your CRM.

    Based on the experience of our website visitor automation specialists, if you see more than 50 actionable website visitors per day, then the process is simply not sustainable on its own.

    Let’s do a simple calculation, assuming each lead takes approximately 3-5 minutes to assess.

    Number of leads per day x 3-5 minutes = Time needed to consume website traffic

    Using this equation, as little as 50 website leads daily would equate to 150-250 minutes per day. That’s between two and a half and four hours every single day to review and effectively manage that data. And if the person who manages this data is on leave, sick or re-assigned, it’s easy to see how ‘lead fatigue’ sets in and how valuable insight is lost, buyer intent fizzles out and great opportunities are missed.

    And that’s with 50 visitors, apply this to large Enterprise organizations, who are generating 10,000+ website visits per day, like I said earlier, it’s simply not sustainable. And consider this impact on your Cost Per Lead (CPL) and Cost Per Acquisition (CPA).

    Automation and integration: be careful of the one-way trap door

    This is where integration comes in. With a one-way integration, a new lead is created in your CRM, and that’s where your team will go to manage leads. Sounds great, right?

    Well, it’s definitely a great start. But be careful of the one-way trap door.

    In the world of one-way integrations, that traffic I mentioned above is simply being pushed into your CRM. You still have the same administrative tasks as you once did — sorting through leads and analyzing and segmenting your data.

    Two-way integration, on the other hand, removes the need for manual intervention altogether. Let’s take Web Insights as an example: the global leader in website visitor automation.

    Web Insights uses intelligent API integration to look up each business that visits your website and validates its relationship with your organization, identifying whether the visitor is an existing customer, a lead in play, or a brand-new opportunity. Automation then enables the software to route the intel to the most relevant person in your business, automatically and in real-time. The right opportunities, routed to the right people, at just the right time — whether that be into your CRM and MA systems for automated lead nurture; to an account manager for effective upselling and extraordinary customer service; or to a relevant sales representative to work a hot lead.

    Two-way integration fuels business success

    With intelligent website visitor automation technology and advanced integration capabilities, your Enterprise business website becomes an active hub of enriched data and visitor intel.

    Two-way integration skyrockets your conversion-rate, increases MQLs and SQLs, and fills your CRM and MA systems with targeted business leads.

    It also allows you to intelligently eliminate the risk of duplicate records, web visits, and contacts entering your technology stack, keeping your data sources clean.

    At the same time, you can also deliver engaging, personalized communication based on the pages, products, or content your web visitors browse – in real-time.

    Increase revenue opportunities, empower your team to communicate instantly, and amplify the results and ROI of your automated marketing campaigns. 

    Web Insights cuts out the noise to deliver insight to B2B organizations, precisely where and when it’s required. Our high-end software solution is a world-class business growth enabler, assisting brands to become more efficient and effective, capitalizing on every website opportunity in real-time.

    The technology instantly recognizes website visitors and automatically routes them to the relevant person within your business, through powerful integration into your CRM instance or martech stack — the ultimate solution for marketers looking to optimize lead generation, embrace automation; and do so without disrupting busy, high-performing Enterprise teams.

    Automated, intelligent lead generation, immediate website visitor insight and seamless integration — every time.

    Meet the author

    Luke Palman

    Luke Palman is the Enterprise Sales Consultant at Web Insights. He has an extensive career in Enterprise sales behind him, and is an expert in all things automation, integration and website intelligence.