MarTech Profile: How to Turn Anonymous Website Visitors Into Leads With Stirista

Collecting information about website visitors, a standard practice in B2B marketing, is now becoming available to consumer marketers. I recently had a chat about it with Karl Van Delden, who heads product management at Stirista.

Collecting information about website visitors, a standard practice in B2B marketing, is now becoming available to consumer marketers. I recently had a chat about it with Karl Van Delden, who heads product management at Stirista.

His latest product is Visitor ID Graph, which allows consumer-driven companies to identify the visitors to their websites. Using VIG, site owners can now capture the contact information of as many as 45% of their visitors, for analysis and ongoing marketing communications.

Ruth P. Stevens: Karl, I’d like to ask you some details about the new Visitor ID Graph capability from Stirista and why it’s such a powerful tool for consumer marketers. As I understand it, VIG lets website owners identify the actual names and contact information of visitors to their websites. Please explain how it works.

KVD: We start by enabling the site owner to do first-party visitor tracking. It’s a small piece of code they can quickly attach to their site’s header. It doesn’t capture any PII, or personal information. It’s the same scope of data used with Google Analytics and similar reporting tools.

The real value happens when we match those captures back to our opt-in consumer data file, to provide the name, email, and postal information. This also allows us to enable the user to leverage additional insights, such as demographics and geolocation, to help the site owners to further segment their visitor audience.

RPS: So you’re delivering both the contact info and the demographic of visitors. This has big implications for consumer marketers, right?

KVD: Yes, this data is really valuable. These are people who have come right to your online front door, with a clear interest in what you are offering. You get everything you need to re-engage them effectively through your preferred marketing channels.

RPS: Traditionally, the only way to de-anonymize your website visitors was to make an offer and persuade visitors to fill out a form or sign up for a newsletter.  But you typically only get a small percentage of visitors to do that — like maybe 1% or 2%, if you’re lucky. With VIG, what kind of match rates can we expect to get?

KVD: Typically, for a consumer-facing business, we see anywhere from 25 to 45% match rates.

RPS: So, I can expect to identify 25% to 45% of my site visitors and add those names to my marketing database. And what does it cost?

KVD:  Subscription plans start out at $500 per month, to activate one website and download up to 2,000 contacts. That’s the base, so it really only gets cheaper from there, whether you need more contacts for your site, or to activate another site entirely. These plans cap out at 12,000 contacts, which can support up to six sites, but it’s also possible for us to create custom plans above these volumes.

RPS: So, $500 gets you 2,000 names. That’s a great deal; especially since these people have already visited your website. So they’re much more qualified than an ordinary list. What kinds of clients are using the service so far?

KVD: All manner, really, but I’ve been surprised with its popularity with retail, brick-and-mortar shops. Everything from furniture stores, to auto dealers, and beyond. They can then retarget or even just identify some of the countless visitors that bounce off their site.

RPS: You’re offering a free account, like a free trial, right? So I can set VIG up for my site, or various sites I own, and see the names of the visitors as they match up, and then when I want to download the names and use them in my marketing, I can choose a payment plan.

I can see marketers salivating at the chance to identify visitors who come by from all kinds of sources, from campaigns, from SEO, over the transom, whatever. Now that VIG is launched, what other features and functionality do you have planned for it?

KVD: Well, so far, we have a pretty good hold on the essentials — setup, reporting, getting the data, and some supporting features to give flexibility to users. The next big focus will be providing new options for how to use it. This will include a built-in CRM and integration points for popular third-party CRMs and CDPs.

RPS: And if users want to get help, or find out more, or give you suggestions for how to make the product better, how should they get in touch with you?

KVD: We would welcome anyone who is interested to email us at info@stirista.com, to set up a consultation or demo. You can also visit visitoridgraph.com if you want to jump in for yourself.

As I mentioned before, everything shy of the data purchase step can be done on a free account, so I would invite anyone even remotely interested to check it out, see how simple it is to begin tracking your site, and, of course, see how many data matches you get.

A version of this article appeared originally in Biznology, the digital marketing blog.

Five Ways to “Get Real” With B-to-B Social Media

Today, 89 percent of B-to-B marketers in the U.S. are using social media, says a study conducted by iTracks and the Business Marketing Association (BMA). In fact, B-to-B use of social media may have even eclipsed that of consumer marketers, according to another report from White Horse Productions. But the B-to-B marketers I talk to still sound confused. “What should I be doing,” they ask. “What’s really worth my time?”

Today, 89 percent of B-to-B marketers in the U.S. are using social media, says a study conducted by iTracks and the Business Marketing Association (BMA). In fact, B-to-B use of social media may have even eclipsed that of consumer marketers, according to another report from White Horse Productions. But the B-to-B marketers I talk to still sound confused. “What should I be doing,” they ask. “What’s really worth my time?”

What you want to do is get out of the hype, get real, and get results. Here’s a simple plan of attack.

First, get busy on LinkedIn. This is the no-brainer of B-to-B social media marketing. You, your company, and all your employees need to take maximum advantage of the exposure. Your LinkedIn to-do list looks like this:

  • Fill out your profile 100 percent. LinkedIn will prompt you on how to make sure every element is captured. Encourage your employees to set up their profiles, including their skills lists. Prospective customers will check out you and your staff as part of their due diligence before doing business with you—so be prepared.
  • Set up a company page, with your logo image, plus a crisp, benefit-laden company description. Invite links from your customers, suppliers and friends. Along with a Google search, this is how you will be found in the marketplace.
  • Join groups, or set up fresh groups, in your field of expertise.
  • Post regular status updates in the micro-blog area LinkedIn provides.

Then, examine your marketing objectives. Each social medium has its own strengths and weaknesses. What you want to do is get the most bang, by applying them to their best use.

Here’s a typical array of business marketing objectives a company may be pursuing. Let’s look at how social media can be applied to support what you’re trying to do.

Understand your market opportunity. In other words, market research. What customers and prospect are talking about on social media gives companies valuable insight into customer needs, issues and trends. You can set up a listening post using tools like Radian6, or simply set up an RSS feed from sources like blogs, Twitter, LinkedIn, Focus, Quora, YouTube and Wikipedia, so you can keep current with what’s being said in your field.

Stand out in the crowd. Social media can help you differentiate your company from your competition. If you want to be seen as a thought leader in your industry, or a trusted advisor to businesses trying to solve problems, then it’s all about content. You’ll be publishing white papers, research reports and case studies, and tweeting about them. Or publish an informative blog and promote it via Twitter and LinkedIn micro posts.

Blogging can be a powerful way to establish thought leadership, but it does represent a risk. Only start a blog if you have valuable content to present, and if you can commit to keeping it up. Editorially, the tone should be informative, not sales-y. If you don’t have good writers in house, there are plenty of freelancers available to help. Another tip: If you hesitate to take on a blog on your own, you might provide guest posts to influential blogs managed by someone else. (As you see, this is the route I took for myself—it’s great!)

Find new customers. There’s a lot of hue and cry out there about whether social media can help you find prospective customers. Of course it can. The trick in B-to-B is to turn your social media messaging into a lead generator, with the addition of three essential elements:

  • A compelling offer, such as an intriguing research report or white paper.
  • A clear call to action, like “Download now.”
  • A dedicated landing page that captures the respondent’s contact information.

We can debate the merits of gating your content for lead generation, versus making it available to all, for thought leadership. A worthy discussion. But if your objective is to launch a business relationship with a prospective buyer, than the lead generation route is the way to go. So add an offer and call to action to your blog posts and tweets.

Expand current customer value. Social media can serve as another useful “touch” in your ongoing effort to penetrate accounts and deepen your relationship with current customers. Encourage customers to follow you on Twitter, subscribe to your blog, or connect with you on LinkedIn. A smart salesperson will link to every possible contact at a current account, and post company and product news in the LinkedIn microblog a couple times a week.

Now, what about Facebook? With 845 million users worldwide, it can’t be ignored. Ask yourself whether your customers are there, and whether they want to interact with you there. According to Globalspec, 66 percent of industrial workers have Facebook accounts, but 67 percent of them say they cannot access Facebook from their office computers. Given its vast reach, at the very least set up a company page on Facebook—for employee recruitment, if nothing else.

And don’t forget YouTube, the world’s second largest search engine. Set up a channel to give exposure to your product demos, training videos and corporate videos.

So, with that, you have a reasonable attack plan for cutting through the hype and putting social media to work for you in a manageable way. Now, what have I forgotten? Do you have any good social media applications you can share with the rest of us business marketers?

A version of this post appeared in Biznology, the digital marketing blog.