How To Make The Most Of Your B2B Website Data

By 22nd April 2018 May 19th, 2020 No Comments

It’s a question we’re often asked; how do I find out ‘what companies have visited my website?‘ followed by ‘how do I make the most of these B2B leads from my website?‘ Luckily, the answer to the first part is relatively simple. By installing software on your website you’ll be able to find out what companies are visiting your website, get real time information and comprehensive reporting on key information on these companies enabling you to contact them.

You’re now in a strong position in terms of building yourself the warmest possible pipeline of prospect companies (companies who have visited your website, identified your business and therefore know your brand and will therefore be familiar with your company and potentially you also). Below’s a quick guide on best practices for making the most out of your B2B website data from

1. Set your preferences

Really quick one. Be sure to set your preferences correctly so the correct person within your company is receiving the correct leads. Be sure to confirm whether you’re looking to receive real-time leads or reduce the frequency to daily, weekly or even monthly dependent on the nature of your industry. If you’re integrating data into a third party application such as SalesForce or Microsoft dynamics (or an alternative) check that everything’s up and running and runs seamlessly for you as a user.

2. Segment your prospects

You’re now ready for your company prospects to start feeding into the system. Again dependent on your industry and company these may be coming in thick and fast or a slow and manageable trickle. Either way it’s an extremely good practice to ensure that you segment your prospects in by categories. Some customer segments will be simple and will simply be customers, competitors, prospects and other, whereas others will be more complex and potentially broken down according to account reps or other. It’s advisable to maintain a structure that your company is familiar with and not reinvent the wheel where unnecessary. Segmenting in is extremely easy, it’s a simple setting that enables you to create categories (in the settings tab) and then assign each lead to a particular category.

3. Research, qualify and contact your prospects

Each lead can be extremely valuable. It’s important that you do your research on the companies supplied by If the companies moved address or they’ve introduced a new telephone number for the department you need to contact, update it. Below’s a small list on how you can find and research exactly the person you need if you’re unable to find out immediately.

Finding the correct person

Use the company data supplied to find the correct person. Every customer is targeting different people within a prospects organisation. Use Linkedin and search [‘Company Name’ + ‘Job Role’] within the search box. This will deliver a list of potential individual prospects that you need to speak to. You can send a Linkedin request or an Inmail and approach your prospects in this way.

Qualify the contact details

Check off the company data supplied with referencing their website and  Google Maps. You can find out if there is any further information around the company that enable you to be more efficient in your approach to contact. Whilst telemarketing is a hard task, it can be extremely effective if done correctly.

 Search for their email address

Google’s a great tool and performs extremely well. In some cases you’ll be able to search for the exact persons email address you’re looking for. There’s an extremely fine line between spam and sending a qualified introduction to your company so be sure to contact your prospects in a courteous and respectful manner introducing your services and politely requesting contact.

Use social

Social communication can be a great way to contact the companies who’ve been browsing your website. There’s no harm in tweeting them and following their feed to further put yourself on their radar. The above list are some fundamentals. We’ve gathered various techniques from existing customers (so thank you to those who have provided the information!). If you have any further questions or would like some guidance on prospecting and better practices on how to utilise the data more effectively, contact us.

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Ant Musker

Author Ant Musker

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