What We Do And Why / B2B Web Analytics
Traditional web analytics tools focus on what an individual visitor does while on your website. They help to quickly identify the most common paths through your site, landing and exit pages, and track success metrics for site performance. They provide detailed information about individual visitors, but provide little insight into account-level engagement and behavior. B2B companies sell to accounts—not individuals—and they need deeper insight into the visitor segments that represent the accounts that are most likely to become revenue.
With Demandbase, website metrics become B2B Web Analytics. The Demandbase Analytics module connects into all of the leading web analytics tools, providing company-specific information and adding an account-based lens on the segments engaging with a B2B website.
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.
Demandbase 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 platforms.