Not all of your website engagement is from new prospects.
Competitors, partners, people who are seeking employment, advertisers and yes your customers will all engage with your website at some point.
When I was running my old software company our developer who created MergedAnalytics wanted to place the pixel on my website. I did not think I cared about who clicked through my website.
I found out quickly that I was wrong. The value I saw right away was seeing what my existing customers were doing on my website. I could see they were seeking support or trying to learn about something else we sold.
A light bulb went off for me.
Currently one of our customers is an investment management firm.
They are getting outstanding analytics but noticed one glaring issue.
They are not receiving analytics about prospects. Not seeing prospects engagement on their website told them they needed to amend their marketing strategy to increase that kind of traffic.
I discuss this in more detail in the following clip.
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