How to Use Google Analytics as a B2B Lead Generation Tool

2018/09/07 08:00

B2B google analytics

Looking to generate more leads for your business? Google Analytics can do just that.

There are a number of ways that you can generate leads for your business but sometimes, you need some extra help, this is where Google Analytics comes in.

If you have Google Analytics set up on your website, you already have access to a wealth of data that can be turned into B2B leads for your business. You simply need to know where to look.

Using Google Analytics as a lead tool

The reality is your website is generating leads for you all the time. Visitors that are navigating to your site are obviously interested in your products or services but not all visitors are going to get in touch with you.

There are two things that you can do in this situation. First would be to optimize your website based on Google Analytics metrics such as bounce and exit rates, the customer journey through your site and time spent on site. This data will give you an idea of the pages that are leading to the most conversions and where website visitors are dropping off so that you can make the necessary adjustments.

For example, you may find that your call to action isn’t clear or prominent enough on specific pages.

The other option would be to contact the leads yourself. Basically, both options are effective and both require Google Analytics.

Today, we’re going to look at how you can use Google Analytics as a B2B lead generation tool though.

How to Access the Service Provider Report

To obtain a list of B2B leads from Google Analytics, you will be using the Service Provider Report.

This particular report will provide you with a list of Internet Service Providers, or ISPs, that have accessed your site. In order to eliminate the names of major internet companies, you will need to apply a few filters. Here are the steps to follow to set up this report:

Step 1: Login to your Google Analytics account to view your dashboard

Step 2: Click on the Audience menu item, followed by Technology

Step 3: Select Network to view a list of service providers that have accessed your website over a specified period of time.

Preparing Analytics for B2B

Applying a Filter to the Service Provider Report

In order to see the businesses that have visited your website, you will need to apply a filter to this report. These are the steps to follow:

Step 1: Navigate to the Admin menu item in Google Analytics

Step 2: Click on Segments, followed by +New Segment

B2B Google Analytics

Create a Segment in GA

Step 3: Click on Conditions and filter sessions by Service Providers that Does Not Match Regex

Step 4: Now enter all of the major ISPs that you want to filter out. Google Analytics will automatically provide you with relevant options once you click on the empty field. Give your segment a name that you will remember before you save it.

Google Analytics Conditions

Step 5: Navigate back to your Service Provider Report and select Add Segment. A list of all your segments will appear – Select the segment that you just created and click Apply.

You will now be left with a list of B2B leads for your company. It should be noted, however, that this segment won’t necessarily be able to eliminate all of the commercial internet service providers but it should narrow your list down quite significantly.

Enriching Your Google Analytics Data

If you want to go one step further, you can enrich your data using secondary dimensions.

Adding in dimensions such as Location, Source, Medium and Landing Page will provide you with additional information on the companies that have visited your website. For example, knowing which pages each of your leads visited will tell you which services or products they may be interested in so that you can take a more personalized approach.  Knowing where each of the leads is located will help you to qualify them before you contact them.

It’s, of course, also important to research each of the companies that have visited your site so that you have as much information as possible when you do contact them.

The Service Provider report from Google Analytics is certainly a useful tool for most businesses. However, this tactic isn’t ideal for businesses that receive a large number of website visitors every month.