Given the amount of investment and hard work spent in building traffic to websites, it makes sense to cull value from visitors in any way possible. Yet tactics to capture visitor value, short of form and purchase conversions, is rarely considered. And when I write “value” I’m not referring to abstract insights like click path and conversion funnel analysis, I’m talking about tangible actionable assets. Also known as champions and prospects.

Visitor identification has been around for as long as I can recall and it’s common. No magic there. I’m referring to the process of deciding who to contact, what to say and write to them, and properly executing follow through to capture the asset. The process is uncommon and not widely used; so start applying the tactic before it’s completely overused. So here it is – Next time you use visitor identification, add their CEO to two separate lines of automation.

The first message wave of the first drip line is designed to win a coach. When the executive contact is added to your CRM tool, immediately trigger an email message from your senior executive to one of theirs. The personal peer-to-peer note should explain how you got their information and regrets for not having an opportunity to attend to their colleague. Then go on to request they forward your note to whomever they believe was researching your product; complete with a solemn vow of personal attention and assistance.

We suggest you also trigger a mail piece in the first wave. If your email didn’t successfully convince the executive of your sincerity, a personal note or brochure will. Given all the tweets, posts, retweets, and overwhelming “e”, a product brochure or greeting card via First-Class mail demonstrates your stability and trustworthiness. Mail makes a positive impression and I can tell you we routinely get high marks from prospects for making it easier for them to learn about us on an easily accessible paper document as opposed to an archived pdf file. And you can’t write notes on pdfs either.

Besides polish, mail also delivers an excuse to follow up; especially when it’s a glossy 16 page piece that stands out. If you haven’t gotten our Response Booster brochure, I can tell you it yields a lot of stand-out attention and product demos. What can I say, well delivered humor works, plain and simple.

Running in parallel to the coach drip is your second drip, executive information. The drip should start a day after initial contact and must contain succinct statements of unique value. Try to reach 10 messages in all, about three to four days apart. To build trust, let the coach know why you are sending the information and how many he can expect.

If these drips fail to get you the proper contact or correspondence back, try a humorous “call me” drip line. We use our Response Booster Push Play module for this purpose.

Consider the million mile per hour frenzied days of the “e” we live in. Where the focus has been on a noisy myriad of PPC, SEO, SEM, social, conversion page and email methods to connect and convert. Now consider the opinion that in the world of B2B sales, the personalization required to penetrate new accounts is a human tactile approach between individuals. Once you’ve met the challenge of getting the visit and locating the CEO’s details, the rest can be academic.

So there you have it, a tight little blue print for culling opportunity from visitors who don’t convert or otherwise make themselves known to you. Try it and let me know how it goes!

By: Jay Adams