Seeing who visits the website, their timing and multiple visits, which products are specifically looked at, which drawings are downloaded, and who has responded to a clickable link in a direct campaign.
Really nothing to dislike about how it functions. The one obvious shortcoming is that you do not get a person's name, only their company name. When a smaller company visits, tracking down the correct engineer to prospect to is possible. But when a large company visits (with thousands of employees and multiple sites and divisions) it is a long shot that you could use the visit info to connect the dots to the exact contact.
For brief background - we are a small OEM mechanical parts manufacturer selling to other manufacturers. Through a long sales cycle, working with our customer's engineers, we hope to get designed into their device and then stay in for that product's life-cycle. Our main first point of contact is our website, through searches, paid ads, and links from where we advertise.
The original reason for starting with Lead Forensics was very simple - just to see who was visiting our site. (And that is how it was pitched to us by Lead Forensics.) We wanted to know if our marketing was working and to see how active marketing changes affected traffic.
In line with that thinking, our first Lead Forensics customer account manager basically reviewed visits to the website with me and helped to setup some reports. I thought that was it. Just a reporting tool.
Luckily there was a change and Michelle Moura became our Customer Success Manager. A huge difference in the right direction. Michelle doesn't just review who visits, but has shown me how to use Lead Forensics as a marketing tool. We have begun to send out targeted emails with traceability that report back into Lead Forensics. These reports are now customized to come every morning. Michelle has also shown me how to dig into selected leads to try to find the appropriate contact person. Most importantly, she keeps pushing me each week to focus on using Lead Forensics as a tool to try to bring in new business, rather than just as a reporting tool.
Understanding how our website (torqmaster.com) is working. Looking at seo, paid web ads, foreign ads, foreign language ads, and other marketing channels. Seeing if links come through from our other paid advertising. Seeing if email marketing campaigns drive people to the website.