Thursday, June 4, 2009

Who's on the Website? New way to see Company Visitors


With the upcoming release on June 14th, a new and very powerful report will be available. It's called the "Top 50 Visiting Companies", and it shows you what companies are on your site showing interest and activity, but may not yet be known to your marketing efforts (search for "Visiting Companies" in the report console to find it).


Much like the account selling report in your CRM system which shows you the activity, rolled up by company, for known leads, this report shows you a stage further up the funnel.




By aggregating all the visitors at a company, and excluding any visitors that show up from an Internet Service Provider (from home, or from small businesses), this report lets you know where there is buying interest that you're not currently engaged with.

This insight can be invaluable for a field sales team working to understand which companies may be responsive to an invitation to a conversation. The total visitors, total visits, most recent visit, and most recent search terms, can give you insight into the area, depth, and recency of that interest, and gives you a great cue to engage those companies in a conversation. When combined with Prospect Profiler for added insight into each individual, this forms a powerful combination.

If you are wondering what to do with the list of companies who appear to be showing interest, one of the best options is to use the embedded Reachforce capabilities within Eloqua to find a list of names (in the key role) within those organizations to begin communicating with.

13 comments:

Amit Varshneya said...

This could be a very useful feature for us. We try to achieve this through visitor notifications for unknowns and that is a cumbersome feature to setup (with finding and setting ip addresses for each site etc).

Really looking forward to the Summer Release.

Amit

Mark DiMaurizio said...

Nice! We've been doing this for weeks now and filter out the ISPs (and duplicates) before sending to our B2B sales folks. Circling June 14th on my calendar as we speak.

Steven Woods said...

Great stuff - glad to get you both something you'll enjoy. Looking forward to hearing about how you're using it once you've had a chance to use the new version.

Kimberly Roman said...

This looks like a great feature! When I was beta testing Prospect Profiler, the question kept coming up from my sales team "can we get a report of the top visitors to our site". Can't wait to see it!

Steven Woods said...

Kimberly,
That's great to hear. We're really pushing hard this year to allow marketers to do more to engage with and help sales. Glad that you're able to get a good response out of your sales team. We'll try to keep the good stuff coming.

Felix Sim said...

I had checked on the report. It is great but as for the native language support, it is not displaying the right characters. Example, for the Japanese characters, it is displaying "???" under the Most Recent Search Term column.

Steven Woods said...

Thanks for the heads up on the Japanese Search issue Felix. I'll get the team to have a look at that one.

Anonymous said...

Just ran this report and it returned nothing but ISP's. Also, I only see the export, save, and add options but no filter option.

Good concept but unless we can filter this report directly within Eloqua it is basically useless.

Steven Woods said...

Anonymous - There is a report that does show ISPs, but the Top 50 Visiting Companies report should have that filtered out. Can you have a look and make sure you are looking at the "Top 50 Visiting Companies" report specifically? If not, let us know and we can follow up with you directly.

Marshall said...

Any update on adding filtering to this report? Need to be able to filter by other data (country, Owner, Customer or prospect, etc.) to make it actionable. That said, great report and blog.

Thanks. - SM

Steven Woods said...

Scott,
Definitely something that is on the team's list, but I don't think filtering is coming soon as it's often very difficult to tell some of those things (owner, customer, etc) in real time, when you're digging in from the IP address only.
Steve

Scott Sheppard said...

We have been doing this for almost a year using visitor notification reports for defined accounts. The reports use variations of Aggregated Company Name and DNS. The possible ways to do this are many, the flexibility of Eloqua is it’s best asset in my opinion. In this case these reports have worked particularly well for our sales reps who specialize in specific products. They know who the niche specialists at a company so they know who to call even if the visitor is unknown. If there was a way to put these unknowns into a program we could bubble up more needles in the haystack (score them). Keep up the good work!

Steven Woods said...

Scott,
have a look at this post for a way to drop unknown visitors (by company) into a program:

http://eloqua.blogspot.com/2009/03/feeding-web-visit-information-into.html