Ghosts in the Machines: The Value of Serving Content to Anonymous Website Users

95% of website visitors are anonymous. While marketers can do some digging to uncover insights on these nameless, faceless prospects rattling around their sites, often times the fear of the unknown leaves them paralyzed and unable to solve this ongoing mystery. What can B2B marketers do to move anonymous prospects through the conversion funnel?  It starts with shining a light on what they do know.

A person that chooses to visit a website anonymously is already brand-aware. While anonymous users may not have submitted a form to identify themselves, they have chosen to engage multiple times and are therefore high-quality leads that merit focus and attention.

How can B2B marketers tap into this deep pool of potential? It starts with using behavioral and firmographic data to make insightful inferences on products of interest, role, and stage in the B2B purchase cycle.

Behavioral Targeting

Behavioral targeting entails customizing content, messages and calls to action based on the demonstrated actions of an individual user. When sites are equipped with behavioral targeting software, marketers can gather an anonymous visitor’s IP address and track the clicks and searches that landed that user on the site. When integrated with a CRM or marketing automation solution, behavioral targeting software can access contact records to learn even more about an anonymous user.

Armed with this information and audience segmentation criteria, behavioral targeting software delivers the customized and timely content that will most likely resonate with individual users. For instance, an executive that landed on the site from a link embedded in an online article in Forbes is likely interested in different content than an IT security manager that searched for “HIPAA Compliance Software” on Google.

Behavioral targeting lifts conversion and shortens the buying cycle by providing the right content to the right person precisely when they’re most receptive to receiving it.

Firmographic Data

The B2B sales cycle is an exercise in collective decision making.  Looking at single stakeholders reveals only a small part of the big picture. By contrast, when B2B marketers can identify clusters of visitors from the same organization, it all comes into focus.

With Account-Based Marketing software tools, B2B marketers can reach the collective at a given company through IP-based targeting. Since each company has its own dedicated IP address, individual stakeholders that have surfed the site are easy to identify and aggregate. This capability empowers B2B marketers to reach and communicate to the collective as an integrated whole.

By looking at data on an account level, B2B marketers can make critical inferences on stakeholder role, stage in the buying cycle, and products of interest. From there, they can customize the outreach to migrate all stakeholders through the conversion funnel.

When marketers can synchronize behavioral data with Account-Based Marketing, conversion soars. Case closed!

This post was created in collaboration with Get Smart Content. Demandbase and Get Smart Content work together to tie behavioral data with ABM.