As B2B marketers, we constantly strive to enhance our current channels, explore creative methods for generating and seizing demand, and tirelessly focus on improving our marketing-sourced pipelines.

One aspect often overlooked in the hustle is owned channels – your website. Your website is a crucial touchpoint for B2B buyers, but only a tiny percentage of your traffic actually converts. This means there's a goldmine of untapped potential. 

Did you know that B2B businesses typically only have a website conversion rate of 1-5%? That means the majority, a staggering 95%, simply disappear without a trace. Investing in ads, content, and other channels can be frustrating, only to have most visitors slip through your fingers.

So, how can you make the most of this opportunity and avoid losing out on potential leads? The answer lies in an amalgamation of technology and marketing. By utilizing IP-based deanonymization, you can significantly increase your conversion rates. Doing this helps identify companies visiting your website, match them with your Ideal Customer Profiles, create targeted lead lists, and implement outreach campaigns.

Let’s dive deep into the framework of converting anonymous website traffic into the sales pipeline.

Anonymous Website Visitor Identification Using IP-based Deanonymization 

The form fill rates are mostly in single digits no matter how pretty and interactive your Call-to-Actions (CTAs) are. Anonymous website visitor identification helps rejuvenate this amazing amount of data that most B2B companies are sitting on. 

Deanonymizing the IP lets you uncover first-party intent by identifying which companies visit your website. 

This helps in the following: 

1. Understand the first-party intent of the audience visiting your website; is it an interested party, a competitor, or a potential partner?
2. Identifying anonymous traffic shows patterns of cohorts from different industries, geographies, or sizes interacting differently with your website.
3. Those patterns lead directly into audience building which aids in targeting and improving the flow of your sales pipeline.

IP-based deanonymization can transform unidentified website traffic into distinct accounts, which proves beneficial, particularly for implementing Account-Based Marketing (ABM) as part of your Go-to-Market strategies. This approach allows you to set up notifications for specific company visits to your site, enabling targeted engagement with named accounts.

Deanonymization of IP is legally compliant with the ever-changing privacy landscape. Plena only anonymizes the IP with consent from users. For a comparison of CCPA and GDPR, the current protections affecting deanonymization, check out this article.

Correlation of Ideal Customer Profiles and Buyer Personas

So you have used IP based deanonymization to generate a master list of companies visiting your website. You can now pass it on to your sales team and moonwalk away, well you could, but that list is cold leads at best and time wasting, costly, ghost list at worst.

A better and more efficient way is first to turn these leads into high-intent leads. By filtering the website traffic more carefully, you support your sales team and sales pipeline. 

1. Begin by categorizing your audience based on how closely they align with your Ideal Customer Profiles. Those who fit the bill should be your top priority. 
2. Next, determine the intent of each cohort, which will vary depending on the situation. For example, leads that have visited your website multiple times and shown interest in your high-converting pages (such as product pages, pricing pages, and demo pages) will have a higher buying intent. 
3. Lastly, list your buyer personas. Lastly, list your buyer personas. You can use attributes such as job titles, seniority, and age groups to identify which groups are most likely to be interested in your product.

Now, armed with this information, let’s get the contact details of these people.

Enrich Lead Profiles

While the previously mentioned IP based deanonymization and correlation of ideal customer profiles and buyer personas do bring value, you can also jump directly into enriching profiles. Profile enrichment is your guarantee for improving conversion.

You can use lead generation and contact enrichment tools like Plena to get the latest contact information from your website traffic. 

To use Plena, upload the list of companies, define your filters (ICP and Buyer Persona attributes), get your contact information, and prepare your lead list. Easy as you like. Plena's Harvestor AI auto-magically finds the most updated contact information. No matter the source of your lead list, Plena adds depth of detail from over twelve sources. Profile enrichment is a vital part of a solid sales pipeline.

Nurture and Convert Leads

Once you get your hands on the enriched lead list, you could start with cold calls or run nurturing and outreach campaigns directly from Plena Prospector. Using Plena Prospector will save you time and effort. 

You can define your sequencing, send Inmail on LinkedIn, or run automated campaigns from your Gmail. Because first-party intent has been shown by these leads visiting your website, the results are much better than just cold outreach. 

You can leverage the ICP tiers and intent data we discussed to optimize your campaigns further. By prioritizing your outreach based on these factors, you can ensure that your efforts are focused on the most promising leads, yielding the maximum output for your sales teams.

Implementing this strategy has produced significant results for B2B companies. Studies have indicated a conversion rate increase of 15-50%. At Plena, we have experienced a remarkable 37% increase in Marketing Qualified Leads (MQL) to Close rates by implementing these tactics.

Additional Benefits of Uncovering Anonymous Website Traffic

Optimize Your Ad Platforms

In addition to improving your lead generation efforts, IP-based deanonymization data can also benefit your paid advertising campaigns.

1. You can create a lookalike audience by uploading this list on LinkedIn, Meta, and other ad platforms. This high-intent, relevant, conversion-focused audience can strongly supplement your ad performance. 

2. Since retargeting is effective but costly, you can add more context and fervor to your retargeting campaigns using this audience. By tailoring your messaging based on the specific pages and areas of interest these visitors engaged with on your website, you can create more compelling and impactful retargeting experiences.

Using targeted audiences can significantly enhance the performance of your ad campaigns, providing a higher likelihood of attracting relevant prospects, and retargeting with customization boosts the response rate for that retargeting. 

Enhance Sales Enablement

Deanonymized website traffic offers insights that can help optimize your sales enablement efforts. Analyzing visitor behavior can reveal which pages resonate the most with your audience.

If visitors spend more time on specific case studies, blogs, or use cases, consider incorporating them into your sales pitches. This tailored approach ensures that your sales team is equipped with the most relevant and compelling content to engage and convert leads.

Optimize Website Content

Uncovering the anonymous website traffic can facilitate a deeper understanding of what drives conversions and identify areas that hinder form fills and other Calls to Action (CTAs). 

This valuable insight can inform your content creation strategy, enabling you to develop better landing pages, contextual blogs, and relevant help articles. By aligning your website content with the preferences and interests of your visitors, you can enhance their overall experience and increase conversion rates.

Conclusion

In conclusion, several ways exist to optimize your website traffic and convert visitors into leads. Leveraging IP based deanonymization, you can identify which companies are visiting your website and which pages they view. By implementing targeted outreach campaigns based on this information, you can increase the likelihood of converting website visitors into leads. 

Furthermore, utilizing the data obtained through IP based deanonymization allows you to optimize your paid advertising campaigns and create lookalike audiences that are more likely to be interested in your product or service.

These strategies can significantly increase your website conversion rate and unlock lead generation potential. In addition to these strategies, here are some bonus tips for improving your website's lead generation:

1. Ensure your website is easy to navigate and provides clear Calls to Action (CTAs).
2. Create high-quality, relevant content that resonates with your target audience, addressing their pain points and offering solutions.
3. Promote your website through various channels, including social media platforms, to reach a wider audience and attract potential leads.
4. Use lead magnets, such as valuable content offers or exclusive promotions, to encourage visitors to provide contact information.
5. Follow up with leads promptly and consistently.

These tips can turn your website into a powerful lead-generation and conversion machine. If you want to see a demo of how Plena can assist in building and feeding that machine, you can get a demo here.