Saleskit for Marketing – A Tool That Saves Time, Human Resources, and Money

Imagine knowing exactly who is browsing your website right now, contemplating the purchase of your product or service. Your customer support team would know exactly when a client is stuck or when it might be the right time to offer them a product upgrade. The marketing team would be able to pinpoint which ad brought in a specific client and use that information to optimize campaigns effectively. And the sales team could proactively reach out to potential clients who are in the decision-making phase.

Does it sound like a fairytale? Saleskit has developed the Leady tool, which makes all of this possible. It has been on the market for over ten years and is successfully used by 2,000 companies in the Czech Republic and Slovakia.

So how does it work?

It’s very simple – you add a short JavaScript code to your website, and thanks to this, Leady will start showing you the companies that have visited your webpage. The system will gather all available data about them and present it to the user in an easy-to-read format. In addition to the company name, you can find out what the company does, its registration number, turnover, number of employees, location, contacts, and many other details. The application will also show you what the visitor was specifically looking at and how they navigated through the website. Leady is linked to the previously mentioned Merkem, providing you with an abundance of information about the companies. A new feature is the integration with LinkedIn, so you can easily find the right person to contact within the company.

For sales, marketing, and retention departments

All of this information is extremely valuable for B2B companies. There are 3 basic ways to use Leady. The most common approach is to use the application for acquisition sales – 96% of visitors to your website leave without leaving any contact details, but with Leady, you can easily reach out to them. From the companies visiting your website, you select those with potential, and then simply reach out to them (via phone, email, or LinkedIn, for example) to arrange a meeting.

This application can also be used by customer care or retention sales teams. Thanks to Leady, they can respond to a customer’s problem even before the customer reaches out. This is especially effective in companies with a smaller number of significant clients. When you know your VIP client is looking for something on your website, it’s great to proactively reach out to them and see if you can assist with anything or if they need an expansion of services.

The third area for using Leady is marketing, which I will cover in the second part of the article. In addition, it can be used to evaluate the success of PR activities. If a company pays for a PR article on a news or industry site, they can use Leady to quickly assess its impact – which companies it brought to the website and whether any of them became clients. Last but not least, Leady can also be used for HR and recruitment purposes. As you can see, the possibilities for using this data are truly limitless.

Saleskit for Marketing

‍So how can the data from Saleskit help with marketing? Let's look at 4 specific uses.

UTM Parameters‍

Tracking UTM parameters in Saleskit is a superpower not only for marketing but also for sales. It provides valuable data for campaign optimization and evaluation, while sales teams get more relevant leads. Let’s go step by step.

UTM parameters are tags that can be added to a URL. By adding these parameters, the functionality of the link doesn’t change, but you receive many useful data points that can be used to analyze where your customers are coming from. All this information can then be easily read in Google Analytics and also in other tools, such as Leady. By creating filters with specific parameters in the Leady app, you can see which companies came to your website from specific campaigns and channels. You will see not only their names but also their turnover, number of employees, industry, region, and many other details. This gives you important information on whether your campaigns are well-targeted and whether they are bringing in potential clients. You will also understand how they moved through the website – whether they were interested in the marketed solution, tried to verify the company’s credibility, or were looking directly for contact details. Finally, you can label companies that you closed deals with in the past year and check which campaigns and channels they came from, helping you assess the return on investment.

Salespeople can also look at which companies are visiting the website from campaigns on specific products or services and proactively reach out to them.

Saleskit and Google Analytics‍

A slightly more anonymized but broader picture can be provided by connecting Leady with Google Analytics. This integration enriches your website traffic data in GA with parameters such as turnover, number of employees, main industry, secondary industry, and company ID (IČO). This way, you can get an accurate picture of who is visiting your website and whether it matches your target audience.

But the use doesn’t stop there. If your company runs remarketing campaigns – campaigns targeting those who visited your website – you can create audiences based on these parameters and target them accordingly. Are your target companies those with an annual turnover higher than half a billion and more than 100 employees? In Google Analytics, you can easily create audiences with these parameters, which will then sync with Google Ads, enabling you to remarket only to the companies you know belong to your target audience.

We recommend this kind of precisely targeted remarketing campaigns mainly for companies that have website traffic of 5,000 visits/month or more, and where the target audience can be defined by turnover, number of employees, and possibly the industry.

Effective Remarketing on Facebook‍

Remarketing on Facebook works similarly – Leady can also be connected with Facebook Pixel, allowing you to create audiences with specific parameters when setting up ads on the platform.

With the Leady app, you will know which company is browsing your website, what they are viewing, and where they came from – whether from a search engine or from a campaign. You can tag your existing clients and analyze what interests them, and which topics you should focus more on. You can also tag your most recent clients and find out which marketing channels and campaigns brought them in. This will give you an understanding of how long your purchasing process is and what influences it.

A New Perspective on Your Website

The data we gather can also be used to view your marketing and business from an even greater distance. What do we mean by that? All the data you find in the Leady app can be exported, allowing you to create a clear analysis and graphs. You can compare who visits your website with who your clients are. If these two groups differ, it might be time to change your marketing campaigns or reconsider your target audience definition. By working with tags, you can compare the behaviors of those who made a purchase with those who left the website without taking any action. In short – a better understanding of your customer leads to more effective marketing strategies.

We Can’t Manage What We Can’t Measure

"We live in the age of data," we hear everywhere around us. But are you able to work with data effectively, evaluate it, and optimize your work based on it? According to our research, 9 out of 10 B2B marketers think they have gaps in working with data.

Currently, B2B marketing faces three main challenges. Due to the long and complicated customer journey and the specific decision-making process, which often depends on multiple people, most marketers are unable to measure and track activity between the different stages of the purchase. In other words, they can’t connect the first touchpoint, the campaign that made the client hear about us for the first time, with the individual moments that influenced their decision all the way to the purchase.

Another common issue is calculating the return on investment (ROI) for individual channels and campaigns. Marketers can see campaign success numbers—such as how many people visited our website due to a banner campaign—but often can’t say how much that campaign generated in terms of revenue. I’ve done such a test with the quality of leads for webinars that came from Facebook and LinkedIn—on the surface, LinkedIn appeared to be five times more expensive, but when I looked deeper and analyzed the quality of those leads, I found out that leads from LinkedIn converted at a 10x higher rate. Therefore, it proved to be more valuable than Facebook.

Lastly, I’d like to mention that many marketers struggle to connect and analyze data across different applications and platforms. This is due to the wide range of applications that are not integrated.

Ask yourself whether you’re able to answer these questions. Without knowing the answers to them, you won’t be able to effectively invest marketing budgets:

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Account-Based Marketing‍

Today, every B2B company should know exactly how large its market segment is, what percentage of it has been captured, how much of it the competition holds, and perhaps most importantly—who its potential customers are. In this case, it’s useful to start with general categories, move on to numbers, and then narrow it down to specific companies and possibly even names.

The basic data that every B2B marketing team needs to work with is easy to discover and obtain. Let me illustrate this with our example—our potential clients are all a) B2B companies that have b) a revenue greater than 10 million CZK and c) active sales teams. Thanks to our Merk database, we know that there are 19,000 such companies in the Czech market. We also know that 2,000 are already our clients and 1,300 belong to our competition. This means there are still 15,700 companies in the market that are potential clients for us. And these are the companies we want to target with our marketing.

It’s no longer enough to know these numbers in general terms. Traditional marketing defines its target groups broadly, conducts relatively expensive, large campaigns, and fewer and fewer people make it through the funnel, with only a small fraction of the original target group converting. In recent years, however, Account-Based Marketing (ABM) has been gaining increasing popularity. This is a strategic approach that involves selecting specific potential customers and targeting them with personalized campaigns.

ABM, as you might guess, is more financially efficient but also much more labor-intensive.

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