Website Data is important

When you are running any business, data is important to understand user behaviour, what and where to improve, and lots more. if you are running an online shop, then you have far more data than can be found in Google Analytics for example, where the user detail is hashed out for data protection (rightly so).

When people buy from an online shop, they have the choice to register in order that they can track the progress of the purchase, and can see historic purchases for ease of reordering. Meanwhile, the eCommerce store owner can see that information as well, and have the opportunity to interrogate that information, looking for ways to improve their website and User Experience, and they also have the opportunity to remarket to that individual via email marketing etc, depending on the marketing preferences the individual has set up.

When you run a B2B business, that may sell a service, rather than a product, it is less likely that you will have the ability to gather such important and useful information. So, how do we get clients to login?

Portals

Creating some kind of portal where clients and prospects can log in, and to do this, you need to offer something that they need or want, and potentially on a regular basis. This could be:

• Key Documents
• Videos
• Webinar Archives
• Vouchers or Giveaways
• Specification Documents
• How Tos

Once you have the portal in place, and you have encouraged your clients and prospects to sign up, then you can start to track what the individual looks at. In fact, you may track them by company and this offers you the opportunity to consider account based marketing.

In addition to this, you could integrate this information directly with your CRM, and this will provide valuable information on a company or individual to your sales team, making their job easier, more effective and efficient, and is likely to help them close more deals too

What if I cannot Create A Portal?

It is not always possible to create a portal, but what every company can do is offer something of value, and for free. Value can be in the form of an item or really useful information, such as a how to guide, or a whitepaper, or research document. When you have this, you can gate that download. By that we mean, put it behind a form, whereby you can take an email address, potentially affording you the ability to continue to email market to them, or to use that data within your paid Google Ads campaigns.