Website Tracking for B2B businesses: Needs and Types of Data Required

It’s impossible to operate a business without knowing the action and response of the customers. You cannot implement marketing or sales strategies without knowing what customers expect from you and your company. So, it’s always recommended to use one of the best website click trackers.

 

The website tracking defines the activities as well as the characteristics of the visitors on the website. With this, the owner gets insights into the visitor’s needs, activities and requirements. Also, it provides information on how visitors came to the website and their geographical profile.

 

The website click trackers are very vast. They are used differently in different companies because the objectives aren’t the same.

 

In this blog, we will discuss the needs of website tracking for B2B businesses. Also, we list the types of data they require for proper functioning.

 

Website tracking needs of B2B businesses 

Not only statistical data, but B2B businesses need data about individual visitors, leads, and customers. They primarily need the details to improve and enhance their sales and marketing process. The B2B business owners work on each qualified lead individually. For them, every lead coming from any source has a higher ticket value and can be converted easily if worked properly. The website tracking needs of B2B businesses are completely different from B2C businesses.

 

Types of data need to tracked for B2B businesses 

 

Activity tracking 

As the name suggests, activity tracking keeps an eye on the activities performed by the visitors. It includes page visits, link clicks, button clicks, custom events, visit duration, etc. The number of these elements depends on the website click tracker used.

 

Some examples of activity tracking are to know the visit of the leads on particular pages, webinars seen by them, or the other sets of actions performed by them on the website. It helps to market qualified leads and nurture them.

 

Campaign tracking 

If a campaign is launched online, the website tracking helps in knowing the number of leads coming through it. Entry of the visitors through such campaigns, keywords, or Google search defines their interests. It shows what people are searching online and what their intentions are.

 

With the help of the campaigns, the sales and marketing teams in the B2B companies approach the leads related to that feature. They start working on the same keywords and try improving the ranking as much as possible.

 

Lead acquisition and tracking 

Some website click trackers have lead acquisition and tracking options. With this, B2B businesses can detect and capture leads from different acquisition channels. For example, a visitor filling out a form on the website gives details and an opportunity to the sales team to start the selling process.

 

Other than the form on the website, the other channels for lead acquisition are live chat, email campaigns, etc.  The process is a bit tricky but very effective.

 

As a B2B business owner, thing you should consider when choosing a website click tracker 

Keeping aside everything, you should make sure that the website click tracker provides data in real-time. Most service providers provide updates only a few times a day. If the tracking is delayed, you can only take a reactive approach. Real-time data will help you in retargeting, pushing promotional offers in real-time, and fast-tracking qualified leads.