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How web analytics from Enecto can put you ahead of your competitors
In part 3 of our interview with Nigel Lindsay-Smith at Enecto, we asked him how expert web traffic analysis and in-depth visitor tracking can help you to gain the advantage over your competitors.
Read part 1 of the interview: Enecto can tell you what companies are visiting your B2B website
Read part 2 of the interview: Turning visitors into business – How Enecto delivers quality leads to your sales team
Jonathan Fink (Momentum): Tell us about identification, targeting and analysis.
Nigel Lindsay-Smith: Identification – this is our ability to identify customers and companies that are hitting the client’s website.
Targeting – This is the ability to target different visitors to the client’s website, or another site displaying the client’s advert, with specific messages. It’s a fairly complex solution and it can be used very effectively to target businesses by market sector, or businesses by size or turnover, or even geographic location.
Analysis – This is where we take the information we picked up from Identification, and process it into in-depth, granular visuals.
Jonathan Fink (Momentum): How complex and intelligent can a full deployment of the solution get?
Nigel Lindsay-Smith: The most complex solution that we deliver is one that is fully integrated with the client’s CRM, which has workflows inbuilt to build new leads from the traffic that hits the website.
There are also workflows to alert the CRM end-users, such as sales staff, when companies that they’re interested in hit the website. That’s a fairly complex solution, it’s highly sales-driven process and we’ve found it’s the solution that delivers the highest ROIs.
A full delivery of adaptive content will depend on what the client wants. We have some clients who just want different page content delivered by market sector. Scania are a good example - they use ‘market sector in country’ targeting, so if you are a local council in Oxfordshire, and you visit the Scania website, you’ll be directed to UK pages that specifically talk about rubbish pick-up trucks or waste disposal or recycling trucks, which are the typical purchases from councils.
Jonathan Fink (Momentum): Do small businesses and large enterprises have very different needs and therefore approaches to identifying and analysing audiences?
Nigel Lindsay-Smith: The do have very different needs but I don’t think that depends on the size of the business, I think that depends on the business itself. It’s to do with the clients that they’re dealing with now and the clients that they want to be dealing with.
In many cases we have opened up new market sectors to customers that have been surprised at the level of interest from a specific market sector that they hadn’t considered might be prospective business for them.
Jonathan Fink (Momentum): Do you have a checklist for companies that are new to this for what areas they should be looking at first and why?
Nigel Lindsay-Smith: We don’t have a checklist as such but we do have some questions that we would put to a customer in a first visit. We would normally prefer to visit a prospective customer to find out more about their business and their audience, and who they feel they’re dealing with.
We would then do some free test monitoring on their website, which we then analyse to produce information for the client on whether or not that traffic is aligned with their expectations and their understanding.
Businesses in this climate need to be aware of existing customer activity and interest, and opportunities for existing customers on their website, so we work very closely in identifying customer activity on the website and what parts of the website clients are engaging with to make sure that they are maximising those opportunities.
Jonathan Fink (Momentum): How accurate is the identification and what percentage of businesses in the UK would show up?
Nigel Lindsay-Smith: The accuracy of identification is 100% now, because we have a very strong checking mechanism before we add any company into our database.
In terms of percentage of the UK that would show up, where the UK struggles compared with the rest of Europe is very small businesses are not required to register their IP range with RIPE, so in the small business section, identification is low to medium. Where we start to get much better identification is when we get up to 10-15 employees or higher and that’s because they’ll have a better IT connection, they’ll generally be with a larger ISP.
Jonathan Fink (Momentum): Knowing this, does it influence what kind of customer you choose to work with?
Nigel Lindsay-Smith: It does. There are some areas of small business where identification is incredibly high. For example, law firms, solicitors, financial sector, brokers are all required to have highly secured IT connections so they generally have a more identifiable range. That’s why the test monitoring and tracking on the website is really for us to make sure that we’ll be able to deliver a good quality of lead to the organisations that we’re working with.
Year 1 is where we work closely with the clients and put in a lot of time and effort to get the system up and running and if we don’t feel we’re going to produce a good return on investment we’d rather encourage the client to invest in SEO first to drive better traffic and then come back to us down the track.
Jonathan Fink (Momentum): These are tough times - as businesses throttle back on spend, why should they consider Enecto’s services?
Nigel Lindsay-Smith: In the current climate competition is very high so any edge that you can have over your competition is going to be significant. New business is hard enough to come by as it is, so being able to identify companies in a very early decision-making process while they’re doing some investigation can give our clients the opportunity to get involved in that sales process immediately.
Client retention is critical and identifying a customer’s interest in other services or products on the website if is a great way for the account management teams to build a relationship with those clients. The more products or services that a company has with a client, the more likely they are to stay with them.
It’s critical in tough times that businesses invest in innovation to try and stimulate the investment that they’ve got in other areas; companies are already investing in marketing activities to drive business, they’re already investing in their website, so an investment in making sure you get the best out of those investments is absolutely vital. You may find you need to retarget the spend if the information we pick up shows it’s not being as effective as it should be or it’s driving different market sector traffic to the website, or even to retarget Google Adwords spend.
We make sure that we investigate the potential ROI thoroughly with each client before we even get to a delivery stage, to give them the confidence that we’re going to produce good quality information and that it is going to result in new business.