Word of the week: Visitors and prospects
Visitors are unidentified individuals who reach an organization’s website through a search engine, referral source or direct visit. These visitors can provide anonymous data to marketers, in the form of page views, clicks, time on page and other metrics; yet, these visitors are unreachable by marketing or salespeople. On the other hand, prospects are visitors who have identified themselves, likely by filling out a form or clicking on a tracked link. Once visitors are converted into prospects, marketers can gain an immense amount of insight into prospects’ level of interest in a product or service and collect qualifying information.
Any B2B organization should use their site to maximize the conversion of visitors into prospects, filling the sales lead pipeline, by providing valuable, relevant content with clear calls-to-action.