Sending out an email campaign and being able to see who has clicked on it is great. It’s exactly what you need to know as a marketer.

But what if you could know more…

What if you could also know if the user was super-interested in another offering on your website, or that they watched certain videos on your landing page, but not others?

What if you could see the path they took to completing a form fill, or if they came back later and which pages they then visited?

🤯 That's the dream right?!

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An ideal marketing stack is one where all the parts work together for a greater outcome, where data is brought together for a purpose.

You can find that purpose by integrating either ActiveCampaign or Mailchimp with Leadfeeder, to view your subscribers’ activities on your website within Web Visitors.

The link that each user has clicked on, for example, in Mailchimp can be seen as the ‘landing page’ in your analytics software.

By using our Dealfront integration you can see the rest of the journey play out, and analyze what happened next.

You first need to have a successful integration set up, as mentioned above. By connecting your Email Marketing System (EMS) tool with Leadfeeder you give consent that the two systems can exchange data. Your EMS is maintained by you and contains individuals' names and email addresses already.

Now when you open the Web Visitors app you’ll see a new feed section on the left. We’re using an example Mailchimp integration for this article.

Please note: We are only able to identify the names and emails of the individuals who have interacted with your email marketing campaigns that come directly from this EMS. We receive the data from the EMS and match it with the website visits tracked.

If you click into this, you’ll see all the Companies and Visitors we’ve been able to identify in the time frame specified.

On the Company overview, if a contact has been identified you’ll see a little number icon saying how many visitors have been identified.

When you hover over this number it will show you the initials of the visitors and their email address.

Click into the company and open the company details on the right panel.

When you scroll down to the Activity section you’ll be able to see all the visits for this company.

Any visits that can be identified as a user will show up with initials, but others that can’t be identified will still show up in this view.

Now that you can see the people, or contacts, who are visiting your website in Web Visitors, there are two key advantages:

Here’s a quick example of how this in practice; let's assume the following:

From your Email System's analytics you already know that you've had a click from this prospect - which is a typical marketing ✅. But let's see what the rest of their journey was...

Open Web Visitors and find this prospect in the Activity tab of your feed. Firstly you can see what you already know: they clicked through to your web hosting landing page, via the campaign you sent out.

But wait… they only stayed on that page for 15 seconds. That doesn't make them seem like the hottest of prospects e.g. they didn't fill out the form, or stay long enough to watch your carefully curated video or read the page copy.

However, you are looking at their journey in Web Visitors... If you keep reading, you'll see that they then navigated to your page all about anti-virus, where they stayed for 6 minutes, and watched a video. This is enough time to read all the page copy and consume the video content.

Even better, you can also see that they’ve come back an hour later, direct to this anti-virus page, and downloaded some PDFs.

This is a hot prospect 🔥! But without the Leadfeeder integration you may not have known this, and they would have just been another ‘campaign click’. By having the integration, you could see that they were actually interested in an alternative solution you offer.

You can now pass this information on to your sales team to follow up with the prospect about the solution they’re really interested in.

You can work with the integration manually and look at the activities of your visitors one by one. But if you simply don’t have time for this, you can look at your visitors in groups. To do this you'd creating custom feeds which include an Email Marketing filter.

For example, you could set up a custom feed with the criteria of:

Here you’re looking for those who express a deeper interest in your campaign than just the landing page you presented them with.

Your criteria will be unique to your business and there are many different filters you could use to dive deeper into customer intent.

With custom feeds you can then apply automation to send this visit data directly to specific members of your sales team, add tags, or assign to colleagues.

If you’re ready to put the extra information about the people visiting your website to good use, start exploring your EMS integration today!

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Questions, comments, feedback? Please let us know by contacting our support team via the chat or by sending us an email at support@leadfeeder.com.

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