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When your digital and online marketing is working

July 2, 2013

Here is a note we recently got from a client.  Names have been changed to keep anonymity, but the results are clear.

"Last week a company called XYZ widgets visited our web site. They were in our CRM system, but we didn’t have them in our pipeline due to management changes and difficulty getting through to speak with someone. Our sales team member called the company after their visit to our website was recorded and reported through the Visitor Insights tool that you installed on our website.  We had an appointment with them this morning. The salesman sent them the link to the video page that we recently got put up with your help and two people from the company viewed the videos. They told us that because of the videos they felt they needed to take a closer look at our product.  This represents approximately $75,000 to $90,000 in potential business that we would have missed out bidding on."

So lets break this down a bit.

1)    A prospect in our client's CRM visited their website – for most businesses, this is an non-event, because they don’t know it happens. They have no way of tracking and reporting on the actual companies that visit.  This client of ours does know who is visiting, and spends less than $250 per month to find out.

2)    Because they knew who was visiting, they could take action. It could have been an email or a phone call  - in this case, it was a phone call

3)    The prospect had a offer to review, and it also was track-able.  We have worked with our client to install a page with valuable demonstrations on it, but in order to see them, you need to register.  The registration isn’t onerous, and it provides our client with clear information of who has been there.

You probably have spent a lot of money on your website and digital presence. If it isn’t tracking and converting for you, its like spending money and hoping the phone will ring.  We’d like to help you tell stories like the one above.  Take advantage of our business breakthrough assessment (link to the right) and spend some time with us talking about your business development goals.

Dan Kraus
Written by Dan Kraus

With more than two decades of experience in sales, marketing, and go-to-market strategies, Dan Kraus has developed a deep portfolio of experiences that he now uses to help small businesses profitably grow their businesses. As an entrepreneur, Dan understands the challenges of growing a business with limited capital and human resources. As a line of business manager in larger companies such as SAP America and Great Plains Software (now part of Microsoft), his experience launching new business ventures inside reputable organizations established his reputation as a creative and effective executive that could both plan and execute within corporate confines.

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