The idea of seeing what company has been on your website and digital properties is decades old. With a quick snippet of code, almost any marketing automation can tell you a company was on your site with a quick reverse IP address lookup. However, this legacy technology is limited in usefulness.
If you’re trying to sell and marketing to companies with more than a single individual in the organization, knowing who the specific person was on your site is impossible, unless they’ve already opted in and their IP address was captured. Seeing Microsoft was looking at your new technology isn’t helpful; which of their 100,000+ employees should you now reach out to?
Uncover the Exact Person Browsing Your Website
With new technology, such as the Traffic Intel API by the Enterprise Sales Institute, you’re now able to uncover the exact identity of U.S. based web traffic with verified emails. This process, when done right, stays 100% legally compliant with U.S. privacy policies such as CAN-SPAM, CCPA, and NYPA.
The technology that powers this API is the concept of reverse hashing. Ultimately, it’s taking the digital fingerprint stored in your users’ browsers and reversing it into legible, verified emails that are then compared with databases that store emails that have opted into partner marketing.
Growth Costs are on the Rise
The cost of growth is rising. In fact, Yahoo Finance has reported that growth costs have increased by 65% in the last 5 years alone. The outlook is looking even dimmer. To that end, companies must think of new, creative ways to out-market the competition without playing the game of outspending market leaders. Uncovering the identities of traffic on your website can help you do just that.
Open Lines of Communication
Identifying web traffic is a cost-effective solution to access direct communication with your prospects no matter your industry. If you’re in a technology company, capturing every new lead and turning it into a free trial, demo, etc. is the name of the game. Think about the damage you can do on this front if you had the verified emails of 10-20% of your web traffic without requiring opt-ins.
The utility in this practice extends far past technology companies. Wealth management firms have high net-worth individuals ready to invest, yet this traffic slips away without any communication. An e-commerce company can avoid the cheesy opt-ins and go straight for providing value to prospects. The opportunities are truly endless with a 10X faster pace of collecting verified email leads.
Overcome Cookie-less Attribution
In a world with privacy constraints growing by the day, the idea of digital fingerprinting is going from an “advanced nice-to-have” to “immediate necessity”. Digital fingerprinting is the practice of taking technographic, behavioral, browser, and related data to track users across devices and marketing channels.
APIs that offer reverse hashing and web traffic de-anonymization like Traffic Intel end up making attribution 10x easier. You have your user identity, their IP address, verified email, and more on hand. It becomes more efficient to now match existing data points to these existing identities and create a full picture of your customer journey.
Outsmart the Competition
You can count on your competitors using the same technology everyone has access to: reverse IP lookups, DNS searches, and standard enrichment data. This is a good start to seeing what companies were on your site and deduce the department that might have been peeking at your digital properties.
However, marketing is more about outsmarting the competition than it is outworking it. When you become an early-adopter of technology that overcomes attribution challenges, privacy constraints, and decreasing opt-in conversion rates, you’re able to steal market share faster than ever.
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