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Using Google Analytics to Generate Leads and a Tool to Help

We’ve always been big advocates of using the data in GA for more than just ensuring your site is engaging and well-constructed. Beyond site optimization, Google Analytics can function as a sales lead tool. Some of you might be nodding at this point; ‘Yeah, yeah, I can use data from GA to optimize lead capture pages, I know, I know.’ Don’t get me wrong, that’s definitely true. But there are certain place inside your Google Analytics data that you can find more detailed information that can help your sales team. One of these places is the Network reports, the artist previously known as Service Providers reports, previously known as Network Location reports.
Network-reports-preview-image

Network Reports

The network reports are pretty simple – they’re just a list of the service providers that users who have visited your site are using. However, what some people don’t realize is that larger companies with advanced infrastructures will show up as their own service providers. Want to take a peek at what that looks like? Pop into your analytics, open the Network Reports (they’re under Audience->Technology), and filter the networks with this RegExp:

verizon|communication|isp|comcast|tele|internet|dsl|road runner|pool|service provider|embarq|address|vodafone|sprint|network|cable|alltel|wifi|telkom|bellsouth|
uninet|online|jazztel|easynet|clearwire|iinet|t-mobile|iunet|broadband|provider|
comunitel|earthlink|proxad|fastwebs|armstrong|at&t|abts|cybernet|rcs & rds|singnet|axtel|unknown

(Courtesy of Jim Gianoglio and his timeless post on the subject.)

network-reports-filtered-preview

As long as you did it right, you should be seeing a list of unique ISPs that correlate to significant businesses that have visited your site. Of course, be warned that certain visits might not show ‘intent’ – like a student doing research or an industry peer keeping up on relevant news. However, you can help accommodate for that by running these reports on key pages on your site, like lead capture pages.

Pretty neat information, right? If you determine that an organization has shown some interest in your product or service, like spending a lot of time on your product page or downloading more information about it, you can bet that a tactful sales call might go a long way. It’s just a question of knowing who to get into touch with. Before, that might have meant a cold call or sales team schmoozing. Now, there’s an easier way.

Wanapi

Wanapi is a service that takes the next logical step and compares that list of service providers with connections you’ve already made to try and find a way to break into that sales process without all of the awkward cold calling. Wanapi plugs into your GA and LinkedIn data to determine what connections you have with the organizations that have viewed your page. This way you can reach out to someone you already know or someone with a mutual friend or acquaintance. This is a much more powerful alternative to the typical sales process.

wanapi-dashboard-preview

The service is a snap to set-up. Simply visit wanapi.com and connect the service to your GA and LinkedIn accounts. It will do a little hemming and hawing and return with a list of potential leads for you and your sales team. The service automatically pulls out common service providers like Roadrunner and Comcast, so you don’t need to worry about mistakenly reaching out to the cable company. It matches the remaining ISPs with businesses on LinkedIn, and then finds your 1st and 2nd degree connections to those businesses.

It also pulls out other useful information alongside those potential leads – things like the keywords they used to get to your site, how many pages they visited, where they are located physically, and what industry they are in. You can view each of these ‘leads’ individually, your connections to them on LinkedIn, and even assign them to members of your sales team. You can then filter these leads by page views, category, industry, and more.

There are a few features it would be nice to see – for instance, filtering by LinkedIn connection type would save a little time. It would also be nice to filter for keyword – for instance, it’d be nice to filter for “training” to find leads interested in our Google Analytics trainings. Also, although you can add team members to send leads to, it’d be nice if you could also plug their LinkedIn accounts as well to see your sales team’s 1st and 2nd connections.

What clever ways have you used Google Analytics for lead generation? Tell us in the comments.

http://www.lunametrics.com/blog/2012/12/31/google-analytics-lead-generation/

3 Responses to “Using Google Analytics to Generate Leads and a Tool to Help”

Mary Kay Lofurno says:

Hi Dan,

Nice regex expression, thanks. I have used applications like this called nettracker or leadlander that do the samething. I will have to check it out to see what the difference is.

I have tested these types of tools at my last job. They sold enterprise SaaS software with a sales cycle of 3 months to 21/2 years. The average sale went from 7 to 250K. Obviously, the conversion was lead gen.

We found that if someone left the site, it was because they were not ready to take action or were not our type of prospect or customer. The site itself had a well designed UI and a solid, multi level lead gen program depending upon what point in the process they were [request for demo, download whitepaper, RFQ, RFI]

What we learned from sales was the leads generated from this type of technology were very far away from the purchase cycle. The sales people complained because they had better leads and prospects they could work on to generate sales instead of tracking down those leads.

Your probably thinking, did you have a lead nurturing process and my answer was, yes, we did and those suspects that were put into the lead nurturing process from the use of this technology took much more energy to get them to be at the very least, warm leads but many of them never did.

I am not saying this stuff does not work, this was one type of product/industry and certainly, the product may work in a different use case.

I do think though, in Google Analytics has only recently begun to build tools do what traditional direct marketers have known for years to do. Traditional direct marketers look at their house file, see who converted and see what they can do the raise that number instead of focusing on analyzing and dissecting the other 95% of their prospects who are not customers. Hence, the GA’s attribution modeling that just came out.

Thanks for the great post. Mary Kay

Hey Mary,

Thanks for the articulate and thought-out response. My greatest pleasure in participating in our community is the benefit of experience of people like you.

I think you’re right in that it will vary from company to company and product to product – we’ve had clients who have seen success using similar techniques, but they also might operate in a unique environment. Thanks for turning me on to those alternatives, as well. Please, comment again!

Best,
Dan

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