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Enecto can tell you what companies are visiting your B2B website
Enecto (www.enecto.com) delivers bespoke analysis and reporting on your company’s web traffic. However, unlike the simple data you get from Google Analytics, they can actually tell you the name of the company who is interested in your products or services, and even deliver custom content to different visitors.
In part 1 of our interview, Nigel Lindsay-Smith, Senior Account Manager for Technology, Media and Public Relations at Enecto, told us more about Enecto and what they do.
Read part 2 of the interview: Turning visitors into business – How Enecto delivers quality leads to your sales team
Read part 3 of the interview: How web analytics from Enecto can put you ahead of your competitors
Jonathan Fink (Momentum): Who is Enecto?
Nigel Lindsay-Smith: Enecto is a Swedish-based firm that started seven years ago. We have quite a large client base - about 1300 clients - and we operate primarily in the Nordic countries, UK and Germany.
We initially based our systems on the ability to identify business IP addresses and match those with Dun & Bradstreet business records. We started out as an operation to provide business intelligence to companies who wanted more in-depth information than Google Analytics could provide. We’ve grown into a solution-based organisation where we can assist sales and marketing to maximise their website investment.
Jonathan Fink (Momentum): How is it different from Google Analytics?
Nigel Lindsay-Smith: The key difference is that Google Analytics will give a very global view of site traffic - where traffic is coming from, how much traffic is hitting certain pages, the average length of visit - while we are micro-oriented in terms of the data we provide.
We drill down into micro detail of that visit. Google Analytics shows you generally how visitors interact with your site, but we can tell you much more about what companies visited your site, and what they did on the site.
Jonathan Fink (Momentum): What sort of organisations do Enecto work with?
Nigel Lindsay-Smith: We work with everyone from very small businesses - one of our clients has just 1 sales person - to enterprise level companies like Microsoft, IBM and Monster.com.
Jonathan Fink (Momentum): How do small companies make a return on investment?
Nigel Lindsay-Smith: We are quite specific about the companies we work with - our service needs to produce a return on investment and we want to be confident we can produce that before we work with a company. They need to have a B2B offering, because we can only identify businesses; they need to have a proactive sales force; and they need to have a reasonable order value.
We found that when we worked in an area of the market that sold low margin items requiring a lot of turnover in order to produce a return on investment, that hasn’t been as successful as where we’ve worked with companies that have a good order value, and can then use the leads we provide to pipeline quite significant ROI in a short period of time.
Jonathan Fink (Momentum): What benefits do the sales people see from Enecto?
Nigel Lindsay-Smith: There are three really distinct areas where we can help out:
Sales people get live information about prospects when those people hit the websites and do more investigation on the company. We provide a good level of intelligence for sales people’s active prospects in terms of those actively interested into the pitches and tenders that are being put across.
On the new business side we also identify purchasing behaviour from visitors on the website and we will filter that information to the sales people so that they can proactively target those customers and bring them into the pipeline.
With multiproduct or multiservice offerings there’s a great opportunity in identifying when customers are examining other services on the website that currently not being supplied.
Jonathan Fink (Momentum): How should sales people use the information?
Nigel Lindsay-Smith: It can depend. Some companies use services like ‘click-to-chat’ to a live person in conjunction with our service. However, we’ve tended to find best success has been when the information is used in some sort of sales process that we have helped build with the customers. For example: direct marketing then follow up from a sales person, or direct approach from the sales person within a period of time - but it depends completely on the product range and the offering and the type of work that needs to go into developing a relationship with that customer to get them to a point of sale.
Jonathan Fink (Momentum): What question do you usually get asked first?
Nigel Lindsay-Smith: The question I usually get asked first is ‘Who should I call?’ We identify businesses, we don’t identify individuals. ‘Barclays has hit my website, what do I do with that information?’ is a very difficult question but we will always turn it around, speaking directly to sales people and saying: ‘If you knew that Barclays was interested in using your services, what would you do to win an opportunity like that?’
Small to medium enterprises may have smaller decision-making units, so it’s much easier to get through to the person who’s doing the investigation. With large businesses, naturally the prize is much bigger so the sales person should expect that the work that would go into that opportunity would be bigger.
There is a huge benefit for a sales person knowing which companies have been researching their website, and putting their effort into that opportunity first.
Jonathan Fink (Momentum): What are organisations’ most common challenges?
Nigel Lindsay-Smith: The most common challenge is processing the website visit information into the best possible leads. Companies that we deal with get very excited about seeing the kind of traffic that comes on their website and they want to engage with these customers as quickly as possible, and we have to reel the expectation level in, to say that if you want to get high quality leads, then we need to be tight with the filtering criteria before we pass the lead through. One of our clients will cut approx 40,000 hits a month down to just 200 leads.
Jonathan Fink (Momentum): Tell us about a recent client success.
Nigel Lindsay-Smith: The Clarion hotel in Stockholm achieved €650,000 of new business directly attributable to prospect finder leads in the first year of using our service.
They identified visitors who were interested in the meeting room facilities on the Clarion website, and then passed that information onto their telesales team who would prequalify the opportunity and then would hand it over to a sales person at the hotel who would then bring the prospective customer in to the show them the facilities.
It’s a very effective case where the process that we’ve worked on with the Choice hotel group has been very stringently monitored and is now delivering only high-quality leads through to the telesales people.