Shorten B2B Sales Cycles

Using Individual Visitor Clickstream Analysis

Business to Business (B2B) sales cycles typically take multiple weeks or longer to complete, therefore anything that can be done to help shorten this B2B sales cycle is invaluable.

Many companies successfully shorten their B2B sales cycles, and improve their closure rates, by providing their sales executives with insight into their prospects' behaviour on the website. This information can then be used in combination with the contacts' information stored in a CRM database. This will then give the sales executive more of a complete picture, allowing them to put forth a more targeted proposal.

Business Goals

Generally speaking, individual visitor clickstream analysis allows you to understand common website behaviour by studying specific sample visitors.

However, in the context of business sales cycles, the purpose of individual visitor clickstream analysis is to gain insight into a prospective business customer's intent by observing the customer's behaviour on the website. Using this insight, users can aim to shorten the average length of the sales cycles, and to increase the closure rate by putting forth more timely and targeted proposals.

Most Common Challenges

• To relate a website visitor to a (prospective) customer account and contact, in the contact management system, solely based on online visitor identification information available from website traffic data, e.g. cookies.
  

• To import customer contact information into website traffic reports so that they become meaningful to sales executives.
  

• To break down barriers between the website traffic analysis system and the sales force automation system.

• To retrieve reports about individual visitors.
  

How SCL Analytics can help

Affinium NetInsight On Premise (higher traffic volumes) offers a powerful web analytics solution, enabling you to integrate your online data with your CRM systems, allowing you to analyse an individual visitor's clickstream and ultimately shorten the B2B sales cycle.

For more information download our FREE Recipe Card (PDF File) "shorten B to B sales cycles with individual visitor clickstream analysis" or Contact us to find out more about our web analytics solutions and how they can help you optimise your online marketing campaigns.

Related Sales Logix (CRM System) Diagram

A screenshot showing Sales Logix (CRM System) intergrated with Unica NetTracker.