How to Use Lead Intelligence to Fill Your Sales Pipeline

A few years ago, “Big Data” was one of the top queries in Google search. The funny thing is, most people understood what big data was but didn’t do anything about it.

It’s time B2B companies – especially those in the heavy equipment space – start leaning on the data that’s available to them to better understand who’s shown interest in their products and who are sales-ready leads.

Here are some tools that will give you and your team a better glimpse into the users on your website. And, more importantly, what you can do with the data!

Lead Intelligence Tools for B2B Companies

There are a few lead intelligence tools available on the market today. SiteInSight is one example.

The main point of the software is simple: to detect the companies that are visiting your website. It leans on a combination of website tracking, IP address information, and third-party data.

In today’s day and age, this should be an essential piece of any equipment company’s marketing technology stack. 

The reason is that other reporting tools like Google Analytics, Facebook Insights, Hotjar, etc., only show aggregate, anonymous data. They’ll prevent you from seeing anything that might even hint at the identification of an individual company or user. 

Thus, the reason why lead intelligence tools exist. 

A lead intelligence tool isn’t meant to replace the other website reporting tools you’re already using, but rather to complement them. 

Here’s What Lead Intelligence Lets You See

In Google, you can see a lot of valuable information. 

This includes source/medium (where users are coming from), events (different types of actions visitors perform), goals (conversions), and many other things in between. 

But the fact of the matter is, even the really great websites of really great B2B companies still see conversion rates of around 3%. In other words, only 3% call, text, or fill out a form. That means most equipment companies have no idea who the other 97% of their visitors are.

A lead intelligence tool helps to fill in that gap and provide that data. You’ll be able to see a whole bunch of information beyond what Google Analytics provides:
- Time/date of each session
- Company name
- Company location
- Company size
- Company description
- Company website
- Company’s industry
- # of pages visited
- # of total visits
- Individual URL/pages visited
- Source/medium
- Ad keyword
- Even a best guess at the actual individual(s) on the site\

Marketing Efforts That Capitalize on Lead Intelligence

For anyone in the construction industry, it’s important to lean on the data that’s available, understand it, and then take action based on what you have on hand. There are a few ways to utilize this new lead information.


You’re able to get more out of your heatmapping tool by pairing it with a lead intelligence tool. Heatmapping software analyzes visitors on your site and recognizes patterns – how they scroll, where they hover, and what they click on. Takeaways might be changing the length of your page, where content should be placed, how images should be showcased, what links should exist in navigation, etc. 

These tools allow screen recordings too. By looking at your lead intelligence tool and lining it up against the date and timestamp of the screen recording, you'll have a full view of that visitor’s session on your site. You’ll know where they arrived, how they scrolled, what they read, and what page or content prompted them to exit.

Use this intel to improve your website; optimize your equipment, parts and rental pages; and increase conversion rates throughout.

CRM Integration

Some lead intelligence tools allow you to map that data directly into your customer relationship management (CRM) tool. The company info that’s identified will automatically open up a new opportunity and create and store all that company’s information in the database.

Because of this, when that sales process does officially begin, you’ll have a backlog of website activity that can help you better understand that buyer’s original wants and needs. 

It’s also easier to use one software than two! So whether you’re using Salesforce, ActiveCampaign, or HubSpot, having this information stored and ready to use is incredibly beneficial. 

LinkedIn Sales Navigator

I imagine your outside sales team is using a prospecting tool like LinkedIn Sales Navigator. (If not, they should be!) By looking at the company/contact info identified in your lead intelligence tool, you can now research and make contact with highly relevant folks on LinkedIn. 

Find the appropriate person or people who visited your site and draw up a connection request. Make sure it’s personalized. Let them know that you know who they are and that you’re aware of their interest in your company.

Use the advanced filter in LinkedIn Sales Navigator to explore and drill down your search before finding the right match. This connection bridges the gap – human to human – and gets you one step closer to the sale.

Email Automation

If the visitor came to your site but didn’t convert, that means they’re somewhat of a warm lead, not cold, since they clearly were in learning, researching, or maybe even consideration mode. But they’re certainly not hot, because they didn’t complete a form or make a direct phone call. It’s best to stay in touch with that lead and nurture them until they’re ready to buy. 

Like an integration with CRM, lead intelligence tools can also integrate with marketing automation tools to automatically add customer/company data into those systems and enroll them in email or text message drip campaigns. 

That way, you can help your brand stay top of mind. It will ultimately encourage them – when they’re ready – to pull the trigger and buy. Make sure the messages are informational or educational. They’ll buy, when ready.

And don’t forget about cross-selling or upselling. By uploading a list of customers into your lead intelligence tool, you can map out automated emails based on their purchase history or new visits to the site. Sell parts and service more effectively and grow the average lifetime value of your customers.

Remarketing Optimization

Remarketing ads are ads served on third-party websites to a particular group of people based on past behavior. 

They’re usually associated with folks who have visited your website or who added products to their shopping cart without moving forward with the transaction. I often hear it called the “creepy ads that follow you around.”

But it’s a marketer’s very deliberate attempt to bring leads back to help close an unfinished deal. You can’t create ads and expect platforms to serve them up to just one individual company. Google, Facebook, and other ad providers won’t allow that. 

However, you can lean on that lead intelligence data (like popular industries, most visited pages, etc.) to identify what these companies are like, what they are looking at, and why they might be abandoning the site before converting. 

Analyze that data and create your remarketing display ads with creative (visuals) and messaging (copy) that will resonate best with them and bring them back to complete the sale. 

Getting Started

Like anything in marketing, it’s always best to start with a plan. 

What are your marketing and sales goals? Who is your target customer? What data are you interested in capturing? What are you going to do with that data? 

For any equipment company, make sure a plan is built first. In doing so, you’ll be able to better fit lead intelligence into the mix and properly allocate the right time, resources, and budget toward marketing activity that will help turn that loose, raw data into actual, real sales. 

Here’s an example. 

Let’s say your sales team has a healthy close rate. Your goal is to generate more sales simply by having more leads in your pipeline. If that’s the case, you can lean on lead intelligence to identify those companies, map that data into your CRM, have sales perform more active outreach, and set up auto emails to help nurture those new leads over time. In the end, it will equate to more sold deals and more dollar bills. And that’s without even needing any improvement in the sales team’s performance.

Lead intelligence is a new way of optimizing your lead generation and sales and marketing programs.

Need help getting started? Set up a chat with us today.
For more information, contact: 
Thomas Armitage
(315) 404-9968

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