Companies’ websites are pure treasure chests for salespeople; there are more jewels to collect than just the account insights from website technologies, technographics.
The keywords used on a company’s website will tell you a lot about both the organization, its daily business and its needs and help you get more pointed in your approach.
A few weeks back we publish a blog post where we discussed the benefits of using account insights from technographic data when sales prospecting. In that article, we explained how technologies used in a company's websites leave digital footprints that can tell you as a sales professional a lot about a company’s current needs. In addition, we went deeper into how these footprints can help you determine whether it’s worth it for you to spend your time cultivating that lead now or not.
In this article, that makes up the sixth chapter of our 60-page whitepaper The Ultimate Guide to Sales Prospecting, we'll tell you more about the benefits of using insights from company websites when sales prospecting.
Why prospect with account insights from companies’ websites?
Sales prospecting based on a company’s tech stack may be commonplace among IT consultants and digital agencies, but the data works just as well for those less familiar with website technologies. If you sell to a vertical or function that can be identified based on keywords from a company website, you’ll never again have a hard time finding quality leads.
Whether you’re looking for companies that run online demos, companies that have multiple language versions of their site, companies that install commercial LED lighting, or every company that is HIPAA compliant, simple keyword searches into the websites of the companies will provide you with exactly what you’re looking for.
Keywords used on a company’s website will tell you a lot about both the organization, its daily business and its current needs.
Since the launch of the website keyword search feature in Vainu, we have seen our customers getting very creative with this search. Below are some less obvious but effective examples, how to find your prospect sweet spot in a few clicks.
4 best practice showcasing how insights from company websites can be used for sales prospecting
- A software company that builds a UGC (User Generated Content) platform targets many industry verticals, but the real low-hanging fruits for them are the companies that have already realized the power of using UGC in their marketing mix. Searching all companies that have built a page called “Social Wall” on their website allows them to find hundreds of great prospects every single day.
- A consulting firm providing companies guidance and coaching to become GDPR (European Union General Data Protection Regulation) compliant want to talk only to prospects that collect personal data from their web visitors. The solution is a keyword search for “fill the form” or “sign up for newsletter” or “customer login”. They also segment the results based on firmographics and technology usage. It’s no wonder why their consulting business has been booming lately.
- A video production company that focuses on recording customer referral stories for companies with a large social following prospect using keywords on the website like this; They search for “Customer Stories” and “Read what our customers have to say” and combine that with social media follower filters and segment the results based on video adoption rate (tracked by Vainu’s technology search). The end result is a list of prospects that are typically more than happy to engage in a discussion about how to create their future customer stories in video format.
- An employee benefits provider is interested in all companies that highlight their perks and company culture and that also have increased hiring volume. Modern talent acquisition requires active content marketing and more and more companies invest in building professional career pages. With a smart keyword search, their salespeople can easily list all companies in a certain segment that have put the employee experience and perks at the core of their candidate marketing.
If it’s not obvious to you what your core search should be, visiting some of your ideal customer’s websites will often suffice.
A well-read salesperson who understands her prospects’ business and pain points will have better call-to-meeting hit rates and, in the end, close more business.
Understand your prospects’ business and pain points
Yes, there’s a too much when it comes to gathering knowledge about a potential customer. Knowing the color of the wallpaper in the decision maker’s office is far from likely to help you close business (that’s if you’re not an interior designer). But, there’s available knowledge about prospects that’s worth the time it takes to collect it. A well-read salesperson who understands her prospects’ business and pain points will have better call-to-meeting hit rates and, in the end, close more business.