What We Do And Why / B2B Web Analytics
As the consumer experience in researching products online begins to influence how we research at the office, more and more people are becoming accustomed to seeking out live assistance when it is available. The live chat industry, which found initial success in B2B as a support tool, has seen increased usage as a marketing engine. More and more people are using live chat to help them find the content that they need.
B2Bs need account-based visibility into the prospects live on the site, so that they can selectively dedicate live chat resources to the companies that are most likely to become revenue.
While one person might be extremely active on a site, engagement metrics are much more powerful when they include the behavior of everyone from a visiting company. Lengthy B2B purchase cycles and changing buyer behaviors mean that B2B marketers need account-based insight into web activity more than ever, otherwise, the highest potential value accounts remain invisible and anonymous.
Tracking Your Most Valuable Account Segments in Web AnalyticsDemandbase plugs into your existing Web analytics, transforming platforms like Google Analytics or Adobe SiteCatalyst into a B2B Web analytics solution. Demandbase provides you with the essential elements for segmenting your B2B traffic by industry, size, revenue, or account status.
How does it work?
Monitoring and measuring the Web activity of target accounts is becoming a key component to selling and marketing to strategic accounts. What pages did my top ten target accounts visit last week? What about my competitors? Do I need to expand my content strategy to create more of what they are looking for? Account-level segmentation of web traffic allows B2Bs to answer these questions in their existing Web analytics platofrms.
Read more about tracking strategic accounts inside your current web analytics platform...
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