Recognize companies sitting on your website (MQV)

What is a Marketing Qualified Visitor (MQV)?

Let's start by explaining what MQV stands for. Because chances are you've never heard this term before, and that's not surprising. schurq. in fact, created it itself. In traditional marketing methods, in the customer journey comes after visitor, lead. It is a lead when someone leaves his or her personal data, this is the moment of opt-in. From this moment on, it is possible to measure the behavior of these visitors and target them with your marketing expressions.

recognize companies based on IP address

How it is possible to recognize these visitors is simple. This is done through the IP address. This is linked to a company name and voila. You know which companies are visiting your website. But what you obviously don't want is to send your account managers on some kind of scavenger hunt afterwards. Because just a (perhaps unfamiliar) company name doesn't do you much good at first glance. Depending on what product or service your organization offers, you want certain company details. Think of size, number of employees, but also location, etc.

The software we use for recognizing companies.

This is done on the basis of IP addresses linked to the Chamber of Commerce database. This ensures that when a company visits your website, this software not only recognizes the company, but also shows all the data known to the Chamber of Commerce.

back to the recognized companies (MQV).

So your recognized visitors are now labeled as MQVs. Think of this as a sort of stepping stone to what you actually want, which is to turn this MQV into an MQL. How can you do that? Because you've recognized the companies, you can start tracking their behavior on your Web site.

company visits website, how to proceed?

Okay, so a company visits your Web site and you can track its behavior. That's what you want. But how can you be sure they are visiting the pages you think are most important? Have you ever thought about optimizing the conversion paths on your Web site? Sounds like it might be difficult. Unless you have access to conversion optimization software. This is software that measures which visitors visit which pages, and what impact this has. Through which page or search engine do they enter, which pages are visited afterwards, which links are clicked and how long do they stay on this page? All important data, on the basis of which you can make optimizations. Once you have implemented these, you create the ideal (and only ;)) path for your visitors.

what can you do with this data?

Nice that software. But what can you do with this data? There are 2 options.
Your ideal conversion path has caused the visitor to leave his or her personal data on your website and thus become an MQL; OR Your visitor has visited several key pages on the website but has not yet converted.
We will explain both.

Your ideal conversion path has caused the visitor to leave his or her personal data on your website and thus become an MQL;

Your visitor has gone from unknown, to MQV to MQL. Congratulations! Because this means that this person found the content on your website relevant enough to leave his or her personal data. You want to use this data. And of course you can. Because as we say on our website, schurq. builds marketing and sales machines. And we do things differently. We show that here.

Using this machine, we ensure that you have access to your data at the right time, in the right tool. Smart links allow us to transfer personal (if known) and/or company data from the software to your CRM.

Is your visitor already an MQL at that point? Great! Then you can start either nurturing to further warm up the lead, or the assigned account manager can contact them right away. More information on this topic will follow in a future blog... For now, back to the MQV visitors. :)

Is your visitor not yet an MQL, and thus has not yet left any personal data?

That's no big deal. After all, this visitor has visited your website. And so you can target them through a targeted remarketing campaign. Targeted, not only because you have recognized the company, and so you know in which industry/segment this company is active, but also because the domain of these companies is known. With these domains, we can target the DMUs of these companies directly in LinkedIn. You know the interest at the company level and now you can target the DMU within this company with a remarketing campaign. Or target them automatically from an account manager's LinkedIn profile.

Smart as you are, you naturally customize the expression in your remarketing campaign based on the industry's pain points and or needs, as well as the people you target in the direct campaign. This way, you take this visitor by the hand and guide this person toward opt-in.

Maybe you still have questions, or are curious if this schurq. method could work for your organization. Don't hesitate to contact us. We are proud of our method, and would love to show you how it can work for you. Without being tied to anything, of course.