Consumer buying habits have changed. Now users have control over the process and have many sources of information, which makes them more analytical. Research shows that only 18% of buyers rely on a seller as a source of information when making B2B purchases. On the contrary, digital references have become the main source of consultation when analyzing a purchase, which is one of the main challenges that sales reps face today
It is very important that your company enables quality content on your website to be viewed and consulted by its prospects and customers. But how can we track lead generation activity on our company's websites? CRM Marketing software is, by excellence, your best ally for automating these content management processes from your digital channels. From a business opportunity and predictability perspective, sales reps must understand website traffic in relation to where visitors are in the modern customer lifecycle so that we they can be provided with specific advice that is relevant to what our buyers are looking for.
In Which Stage of The Buyer's Journey Are Your Prospects Based on Visits to Your Website
Buyers at this stage: They will visit your blog and interact with your social content. The type of content your buyers are analyzing will be recorded in your CRM.
How to let your buyers know that they're in awareness mode: When buyers are in the Awareness stage, a seller's job is to identify them from the CRM and connect with them. Most visitors to your website are at this stage, as most Google searches and social media interactions are performed by people who are still in the research phase.
These are people who have shown interest in key areas of what your business does, but are still at the beginning of their buyer's lifecycle. People who visit your blog and interact on social media often look for answers, resources, education, research data, opinions, and perspectives.
Classify your website content according to the specific types of people you intend to serve and then use CRM to track visitors' website activity. You can track the number of interactions they have and the areas in which they have shown interest.
If you don't know who's visiting your company's website or interacting with your social media, don't worry, you are not alone! Luckily, CRMs make it possible to track this activity.
Buyers at this stage: Prospects will visit your product and benefit pages, features, and content. At this stage, alerts in the CRM must be scheduled to take contact actions on the best-qualified profiles.
How to tell your buyers that they are in Consideration mode: Your website visitors are not the same, some may be potential customers, current customers, or complete strangers. It's essential to know who they are and this information should be clear in your CRM before discussing who is committed and qualified.
Please note that the number of website visits will be significantly less than that of awareness visits. For some organizations, the trigger event is a visit to the product page website, while for others, a minimum of five interactions may be needed before considering observing a trigger event. In either case, the business rule is defined by the company and must be programmed in the CRM to be tracked appropriately.
Buyers at this stage: They will visit the pricing pages, request a demo, download a free trial, review case studies and finally ask for help from the contact page.
How to let your buyers know they're in Decision mode: Buyers who spend time examining your pricing pages and case studies are not just looking at general information but also determining exactly what it would take to become a client. Buyers in Decision mode are the seller's focus because they are the prospects that are most qualified to buy early. This means that their response speed and customization are even more important.
Once you've segmented the different types of website traffic, you can create a funnel-type dashboard from your CRM to visualize your fully segmented leads. Adapting your CRM to this information has several benefits:
- The CRM will allow you to create communication rules through email marketing on the topics of interest of your prospects.
- CRM tracking the most qualified opportunities will help you have better business results.
- Creating a map of your buyers' journey's future based on the average duration of your sales cycle will help you better anticipate when bids will close.
- Scheduling decision trees from workflow tools that have CRMs, will help you automate the business process and save a lot of time.