Anonymous Visitor Tracking
Unfortunately, the majority of your traffic remain anonymous. Studies show that as little as 2% of your website visitors surrender their email address and thus become prospects.
Some Inbound Marketing Automation systems can identify some attributes of “anonymous” visitors. For example, the IP address of each visitor can be used in a reverse DNS lookup to resolve the host name. Not all companies’ host names can be read in this way, but many can, particularly Government, Fortune 500 and higher education organizations.
Some marketing automation solutions take this further by looking up the IP address on WHOIS to find the owner, yielding the full name of the corporation and its geographic location. You can then use this information to perform a more detailed lookup in a service like Dun and Bradstreet to render your formerly anonymous visitor more clearly.
For more information, see our white paper “How Gossamar Stimulates Demand”.
