Companies spend a lot of money and effort to generate traffic, more or less qualified, on their website - Admit it... you too 😉
On average, less than 5% of visitors to a B2B website register or fill in their details. Conclusion: most of the generated traffic are anonymous visitors, and therefore untapped leads, futile efforts.
Some B2B solutions currently make it possible to identify a part of the companies that visit your website so you can contact them. These include Get Albacross, Get Quanty, Clearbit, Leadberry, Leadfeeder...
The hack that we will unveil does not replace these solutions, but provides new opportunities to contact your potential customers at the right time.
The current techniques to identify a visitor
Each device connected to a computer network has its own identification number: the IP address.
All the devices connected to the same router have a common and unique IP address.
When a company subscribes to an Internet offer, its domain name, or host name, is attached to its IP address. With the reverse IP technique, it is sometimes possible to identify the companies that visit your website.
💡 You can test by yourself. Fill in your IP address on this site to see if your company is identifiable 🤓.
This technique does have some limitations:
- It is impossible to identify the companies connected via a box, which concerns the majority of SMEs or startups.
- Identifying a company with several thousand employees will not be of much value because it will be impossible to really determine which entity or department has visited your website.
- In a trend where teleworking is becoming more and more widespread, it is rarer for all employees in a company to be connected to the same router.
- We are gradually moving from IPV4 to IPV6, a more complex format that makes it much more difficult to identify the router.
💡 The IPv4 takes the form xxx.x.xx.xx, where each x is a number between 0 and 9. This format can create up to 4.3 billion unique addresses. As the number of devices continues to grow, there are almost no IPv4 addresses available anymore. The IPv6, a longer format that includes letters and numbers, will generate 340 sextillion addresses.
Third party cookies
Third party cookies are tags placed on your web browser that record your online journey: the pages you have visited, the time spent on each page, and even personal data (if identifiable) such as location, age, gender ...
In fact, an Internet user is a bit like a Thumbnail: with each visit or action on the Internet, he leaves traces.
The presence of third party cookies has its advantages.
For users, personalized navigation is more comfortable. Ads are contextualized and targeted according to their "topicality".
For advertisers, this means more views, more clicks and therefore more advertising revenue.
Finally, third party cookies allow the owner of a website to better track its visitors once they have left and to carry out retargeting campaigns to better find them again 💚.
In the B2B sector, third party cookies are also used, especially for prospecting.
Third party companies, i.e. companies that do not own the pages, use this information to analyse and understand user behavior in order to target them with personalised advertising.
Once the company or the user has been identified, the audience can be segmented according to several criteria and "scored" this audience in a CRM. The company that owns the website can then conduct highly targeted campaigns to raise the maturity level of prospects. 🎯
The end of third party cookies and retargeting?
For some years now, legislation has regulated the use of personal data.
The website owners are already required to inform their visitors of the use of third party cookies since the General Data Protection Regulations (GDPR) in 2018.
On the one hand, the ePrivacy bill of law, will restrict the use of third party cookies:
- Unnecessary cookies will be automatically rejected.
- Consent for the use of third party cookies must be active (default consent will no longer be tolerated).
On the other hand, all internet browsers have, or are in the process of, banning third party cookies.
In 2017, Apple began blocking third-party cookies with Safari, followed in 2019 by Firefox. Finally, on January 14th, 2020, Google Chrome announced the gradual elimination of their use for a total block in 2022.
As Chrome represents 63% market share, it's a whole sector that has to reinvent itself.
Without third party cookies, no more multi-site tracking, no more user profiles drawn up according to the user's behaviour. Above all, the identification of visitors to your site will be much more restricted... if not impossible!
Unless.... Unless you find alternatives to identify your prospects.
Social profile identification remains an alternative to third-party cookies
The Facebook pixel is also used to find out its visitors.
It's a "little piece of code" placed on your website's pages that allows you to track a visitor when they are simultaneously connected to Facebook. 🔎
You have probably already experienced it, if you are connected to Facebook and you go to the site mywebsite.fr, Facebook has retained your passage and mywebsite.fr can send you advertising on Facebook.
For example, websites can still target their visitors with Facebook advertising and measure their audience, but Facebook can no longer use a user's clickstream to set up a user profile and send targeted advertising.
In the B2B sector, let's go further ... with LinkedIn !
🔓 The hack to prospect the anonymous companies that visit your website
LinkedIn also has its "pixel", called LinkedIn Inside Tag.
As with the Facebook pixel, you can automatically target visitors to your site with LinkedIn advertising.
Even if you decide not to advertise on LinkedIn, you should insert LinkedIn Inside Tag on your site.
Why? 🤔 To analyze the LinkedIn audience of your site, including the names of companies that have visited your site.
And it's all for free, and without any development 💪🏻
Tuto, let's go!
- Login to LinkedIn and create an account in Campaign Manager.
- Go to Account Resource then Insight Tag.
- On the right, Manage Insight Tag then View Tag.
- Choose the option I would install my tag myself and copy the script.
5. a) If you have access to your site's code, paste the script into the global footer of your site, just above the HTML closing tag <body>.</body>
5. b) Alternatively, you can also integrate the LinkedIn tag via Google Tag Manager by retrieving the ID of your campaign, the tag in GTM already exists 😃.
The hack is set up! 😎
Now, just wait until there are at least 300 visits to your site with an active LinkedIn account before collecting your first data. A little patience 😌.
⏰ Have you reached your 300 visits? Let's go and see the results!
1. Back to Campaign Manager, go to Website Demographics
2. In Display > Display, you can choose to display your audience according to several criteria (function, job, company, workforce, location...). Select Company.
There you go! You identify some of the companies that have visited your website! 🤩
Now all that's left to do is prospecting: cold emailing, cold calling... It's up to you!
In a future article, we will give you some tips on how to use this information to prospect properly. Stay tuned!