Behavioral tracking has been a key tool in B2C marketing for some time, which has caught up with B2B companies as well. The best example of implementation of behavioral tracking of B2C sites is Targeted email campaigns from let users know when the items they are interested in, or have looked at in the past, go on sale. Campaigns like this are triggered by information gathered and analyzed by tracking the behavior of the online visitor.

By using behavioral tracking tools in the B2B environment B2B companies can get insight into visitor behavior on their web pages. This includes profiling of the online visitor, tracking visited pages, time spent on each page, keywords clicked on, visitor's location, time of visit, source that led them to the corporate website, etc. This data is then categorized and analyzed to determine the visitor interest and intent.

Features of Online Visitor Behavior Analysis Tools
By capturing the visitor’s "fingerprint" on the website, behavior analysis tools enables B2B companies to obtain in-depth knowledge about their intent and achieve a significant advantage in determining the best approach to targeting a marketing and/or sales response (which are greatly useful for lead generation). It also provides them with competitive advantage to inside sales, sales and marketing departments who can then leverage this information for customized lead nurturing.

New age marketing automation solutions have behavior analysis features that can be integrated with their existing tools to enable marketers in their lead generation and lead management efforts.

Key Features of Marketing Automation tools with Behavior Analysis features include:

  • Converting anonymous leads into prospects.
  • Reports on opportunity view for sales teams.
  • Some tools even offer real-time collaboration features such as live connects with promising prospects.
  • Updating sales and marketing teams with real-time analytics based on prospect behavior.
  • Campaign analytics to improve campaign efficiency.
  • Social media collaborations.
  • May even help to identify up-sell opportunities.

Marketing companies may be constrained by budget considerations and may find it difficult to measure the ROI on their investments. Behavioral tracking features of marketing automation tools enable marketers to measure it, against the number of leads generated or the brand value created.

So, if a marketer is going to spend largely on online marketing activities, then marketing automation tools can be the ideal solution for him. Automation tools enable B2B marketers to measure the effectiveness of marketing channels which generate leads through the website and in turn enable them to work on appropriate nurturing mechanisms to increase lead generation. So it not only helps marketers to evaluate the marketing activities yielding the maximum results, it identifies channels which are popular with the target audiences as well.

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7/16/2012 12:04:54 am

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