The Broken State of Visitor Identification:
Convert Anonymous Website Visitors Into Pipeline
95%+ of the visitors to most B2B company websites remain anonymous. Buyers today are extremely reluctant when sharing any contact information as they browse and conduct research online. Only 2% to 3% of a website’s traffic converts onsite, and that’s when the same visitors have had prior interactions with the Company’s marketing emails sent through a marketing automation platform (e.g. Marketo, Hubspot or similar). Some B2B companies have successfully bumped up website buyer identification using chat tools linked to their website pages, where they prompt incoming visitors to share their email addresses.
People come to your website every day looking for your solution, but most of the time, you don’t know who they are so you have no way to reach out to them. Other website visitor identification solutions available today are based on an IP address that can only identify the company of the incoming visitor. Some tools will then guess who your sales team may want to reach by digging into their marketing database, But the bottom line - you’re left searching for the right contact who may not even be the person who showed up to your site!
Kwanzoo’s new Buyer Resolution technology identifies the exact visitors who are browsing your site. It works for approximately 30% of your traffic of site visitors based in the USA and can tell you their name, title, company, and how to contact them by email, LinkedIn, and phone, even if they don’t fill out your contact form.
Why Today’s Visitor Identity Solutions are Broken
There are several reasons why today’s visitor identity solutions are quite limited in their utility to your Sales Development (SDR) teams.
Limited Visibility: Traditional website identification tools offer limited visibility into the identity of website visitors. While these tools provide some useful insights into a visitor’s onsite behavior, they fall short in that they DO NOT reveal the specific individuals behind the clicks. As a result, your SDR and sales teams have no way to both reach out to these buyers, or tailor their messaging and create personalized experiences as they message these buyers.
Incomplete Data: Even when B2B companies manage to capture visitor information through forms or registrations, the data collected is often incomplete or inaccurate. Visitors may provide incorrect or outdated contact details, making it challenging to build accurate customer profiles. Incomplete data hampers targeted marketing efforts and reduces the effectiveness of personalized campaigns.
Third Party Cookie Dependence: Many visitor identification tools who report at the account-level use third party cookies, which are increasingly going away. Many organizations rely on these third party browser cookies to identify and track their website visitors. However, with increasing privacy concerns and the rise of cookie-blocking technologies, this dependency limits the ability to identify visitors even at the account level, leave alone as individual buyers.
Lack of Context: Identifying website visitors is only the first step. To truly engage and convert them, companies need contextual information about their interests, preferences, and past interactions. Unfortunately, many of today’s visitor identification tools are limited, and often fail to provide this context, making it difficult to deliver relevant content and experiences.
Fixing Visitor Identification with Kwanzoo - Real people. Real leads.
Kwanzoo offers a comprehensive solution to fix the broken state of website visitor identification today. Leveraging advanced technology and innovative techniques, Kwanzoo enables B2B companies to gain deeper insights into their website visitors, allowing for more targeted and personalized engagement.
Deanonymize Visitors: Kwanzoo's intelligent algorithms go beyond traditional analytics tools, to recognize and deanonymize’s anonymous website visitors by mapping their prior digital footprints. Kwanzoo’s technology has access to a large centralized database of over 263MM B2B professional profiles, which are linked to connected online first party cookie IDs, which are constantly updated and refreshed every month. This first party audience database provides our Customers with a clear understanding of who is browsing their website , even before the buyers fill out a form or register. Kwanzoo identifies the specific person with their work and/or personal email, a complete buyer journey onsite, company, title, and for many of them, a phone and Linkedin URL.
Data Enrichment: Kwanzoo's data enrichment capabilities ensure that the information collected about website visitors is more accurate, complete, and up-to-date. The platform can be configured to only write B2B buyer resolution leads that are from the Customer’s ideal (ICP) target accounts into your marketing automation and CRM. We are also able to share best practices on how to action consumer profiles (B2C leads) so those visitors are willing to engage further with your SDR and sales teams. Kwanzoo can tap our internal IAP databases to enhance visitor profiles, thus enabling companies to create more precise audience segments for targeted marketing campaigns.You can also stack on your existing account resolution providers to improve your account-level resolution rates for all site traffic, and then feed the data into a single usable stream of identified and engaged accounts and buyers.
Multi-Device Identification: Kwanzoo employs cross-device tracking techniques to identify and connect website visitors across different devices. Multiple work and personal emails for a single individual are linked through a unified “Person ID”. This eliminates the limitations of today’s third party cookie-based identification where often the same profile can be reported multiple times as separate individuals or records for further action.
Unified Buyer Resolution: Kwanzoo’s Unified Buyer Resolution (UBR) capability uniquely brings together buyer engagement and activity data from multiple tools (e.g. Marketing Automation, Sales Engagement, ABM) to build out a unified buyer journey. Activities tracked include ad clicks, website visits, and live website chat interactions.
Our platform additionally resolves each individual Buyer at every step using first-party cookies (e.g. the MAP cookie, Kwanzoo’s own first party audience cookies) as well as third-party cookies that may be on the Buyer's browser. We also provide a snippet of tracking script that can be dropped into outbound marketing and sales emails. From there we track all email opens and clicks across marketing and sales and connect it to the other activity data (e.g. ad clicks, website visits) from these same buyers.
Website visitor identification is a critical aspect of effective marketing and personalized customer experiences. It’s time to step it up from 3% to up to 30% (or a 10X increase) of website visitors identified through our unique Buyer Resolution technology, so you can deliver more high quality leads showing 1st party intent directly on your website!
The current state of identifying website visitors is broken, with limited visibility, incomplete data, third party cookie dependence, and a lack of sufficient context. However, newer Buyer Resolution solutions like Kwanzoo can provide a way forward by leveraging advanced algorithms, data enrichment, multi-device identification, and contextual insights. You will see an immediate impact on both your early stage pipeline, and revenues.
The Broken State of Visitor Identification:
Convert Anonymous Website Visitors Into Pipeline
95%+ of the visitors to most B2B company websites remain anonymous. Buyers today are extremely reluctant when sharing any contact information as they browse and conduct research online. Only 2% to 3% of a website’s traffic converts onsite, and that’s when the same visitors have had prior interactions with the Company’s marketing emails sent through a marketing automation platform (e.g. Marketo, Hubspot or similar). Some B2B companies have successfully bumped up website buyer identification using chat tools linked to their website pages, where they prompt incoming visitors to share their email addresses.
People come to your website every day looking for your solution, but most of the time, you don’t know who they are so you have no way to reach out to them. Other website visitor identification solutions available today are based on an IP address that can only identify the company of the incoming visitor. Some tools will then guess who your sales team may want to reach by digging into their marketing database, But the bottom line - you’re left searching for the right contact who may not even be the person who showed up to your site!
Kwanzoo’s new Buyer Resolution technology identifies the exact visitors who are browsing your site. It works for approximately 30% of your traffic of site visitors based in the USA and can tell you their name, title, company, and how to contact them by email, LinkedIn, and phone, even if they don’t fill out your contact form.
Why Today’s Visitor Identity Solutions are Broken
There are several reasons why today’s visitor identity solutions are quite limited in their utility to your Sales Development (SDR) teams.
Limited Visibility: Traditional website identification tools offer limited visibility into the identity of website visitors. While these tools provide some useful insights into a visitor’s onsite behavior, they fall short in that they DO NOT reveal the specific individuals behind the clicks. As a result, your SDR and sales teams have no way to both reach out to these buyers, or tailor their messaging and create personalized experiences as they message these buyers.
Incomplete Data: Even when B2B companies manage to capture visitor information through forms or registrations, the data collected is often incomplete or inaccurate. Visitors may provide incorrect or outdated contact details, making it challenging to build accurate customer profiles. Incomplete data hampers targeted marketing efforts and reduces the effectiveness of personalized campaigns.
Third Party Cookie Dependence: Many visitor identification tools who report at the account-level use third party cookies, which are increasingly going away. Many organizations rely on these third party browser cookies to identify and track their website visitors. However, with increasing privacy concerns and the rise of cookie-blocking technologies, this dependency limits the ability to identify visitors even at the account level, leave alone as individual buyers.
Lack of Context: Identifying website visitors is only the first step. To truly engage and convert them, companies need contextual information about their interests, preferences, and past interactions. Unfortunately, many of today’s visitor identification tools are limited, and often fail to provide this context, making it difficult to deliver relevant content and experiences.
Fixing Visitor Identification with Kwanzoo - Real people. Real leads.
Kwanzoo offers a comprehensive solution to fix the broken state of website visitor identification today. Leveraging advanced technology and innovative techniques, Kwanzoo enables B2B companies to gain deeper insights into their website visitors, allowing for more targeted and personalized engagement.
Deanonymize Visitors: Kwanzoo's intelligent algorithms go beyond traditional analytics tools, to recognize and deanonymize’s anonymous website visitors by mapping their prior digital footprints. Kwanzoo’s technology has access to a large centralized database of over 263MM B2B professional profiles, which are linked to connected online first party cookie IDs, which are constantly updated and refreshed every month. This first party audience database provides our Customers with a clear understanding of who is browsing their website , even before the buyers fill out a form or register. Kwanzoo identifies the specific person with their work and/or personal email, a complete buyer journey onsite, company, title, and for many of them, a phone and Linkedin URL.
Data Enrichment: Kwanzoo's data enrichment capabilities ensure that the information collected about website visitors is more accurate, complete, and up-to-date. The platform can be configured to only write B2B buyer resolution leads that are from the Customer’s ideal (ICP) target accounts into your marketing automation and CRM. We are also able to share best practices on how to action consumer profiles (B2C leads) so those visitors are willing to engage further with your SDR and sales teams. Kwanzoo can tap our internal IAP databases to enhance visitor profiles, thus enabling companies to create more precise audience segments for targeted marketing campaigns.You can also stack on your existing account resolution providers to improve your account-level resolution rates for all site traffic, and then feed the data into a single usable stream of identified and engaged accounts and buyers.
Multi-Device Identification: Kwanzoo employs cross-device tracking techniques to identify and connect website visitors across different devices. Multiple work and personal emails for a single individual are linked through a unified “Person ID”. This eliminates the limitations of today’s third party cookie-based identification where often the same profile can be reported multiple times as separate individuals or records for further action.
Unified Buyer Resolution: Kwanzoo’s Unified Buyer Resolution (UBR) capability uniquely brings together buyer engagement and activity data from multiple tools (e.g. Marketing Automation, Sales Engagement, ABM) to build out a unified buyer journey. Activities tracked include ad clicks, website visits, and live website chat interactions.
Our platform additionally resolves each individual Buyer at every step using first-party cookies (e.g. the MAP cookie, Kwanzoo’s own first party audience cookies) as well as third-party cookies that may be on the Buyer's browser. We also provide a snippet of tracking script that can be dropped into outbound marketing and sales emails. From there we track all email opens and clicks across marketing and sales and connect it to the other activity data (e.g. ad clicks, website visits) from these same buyers.
Website visitor identification is a critical aspect of effective marketing and personalized customer experiences. It’s time to step it up from 3% to up to 30% (or a 10X increase) of website visitors identified through our unique Buyer Resolution technology, so you can deliver more high quality leads showing 1st party intent directly on your website!
The current state of identifying website visitors is broken, with limited visibility, incomplete data, third party cookie dependence, and a lack of sufficient context. However, newer Buyer Resolution solutions like Kwanzoo can provide a way forward by leveraging advanced algorithms, data enrichment, multi-device identification, and contextual insights. You will see an immediate impact on both your early stage pipeline, and revenues.
Mani Iyer • July 17, 2023
