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Company Web Activity Reports: A Sales Team's Dream Data

Marketo Employee
Marketo Employee

One of the unsung heroes of the Analytics tab is, in my opinion, the Company Web Activity report. If your organization is B2B, this report offers some powerful utility for your sales and sales development teams by letting them know which companies have people visiting your website - companies that, perhaps, are researching for buying purposes.

Out of the box, the default Company Web Activity report will look at the last 7 days of activity with Known people (leads). This one is automatically great for sales people - particularly if you continue to sell to customers (you aren't offering a one-and-done product or service). You can see, of all the people you know in your database, how

many from your accounts are visiting your website - how many people, how many page views, and when the first and last activity was.

But I also like to offer sales teams an Anonymous Company Web Activity - Past 7 Days report. This specifically tells them which companies with people we DON'T know - i.e., not cookied leads in the database -  are on our website, with the same data above. The only thing you change in this report is going from Known leads to Anonymous leads in the setup tab. Depending on your industry, you may or may not want to filter out ISPs for those anonymous leads. Regardless, when you're looking to Anonymous leads, they are more likely to be, though certainly not exclusively, from accounts you AREN'T at. This report is often a particular favorite of sales teams.

I also like to further customize this one to offer an Anonymous Company Web Activity - Past 7 Days - Target Customers report. In this one, the same setup, but in the smart list, I add an "inferred company" as a filter. Here's where you can add the names of companies/accounts your sales team is particularly interested in securing for your business - it could be your "unicorn" accounts (those magical ones you desperately want to lock down!) or accounts where you know a competitor currently has their business - that's a particularly fun one, as if they're your competitor's customer, but looking around on your website? That's behavior I would want to know about as a sales person!

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I've also further customized each of these reports for some of my clients, leveraging the "inferred state region" or "inferred country" for sales teams organized by region. You just clone and customize for each region.

Remember, each of these reports can have subscriptions. Weekly is a pretty typical frequency, but depending on the volume of your web traffic, the length of your sales cycle and even the processes and preferences of your sales people, you might do daily instead.

How many of you are using the Company Web Activity report functionality - and in what other ways are you using it?

Level 3

We utilize these reports for Sales and they love them! Particularly the anonymous reports where they can go hunt for contacts at target accounts that pop up on these reports. For the regional piece, how accurate do you find Marketo to be with Inferred state? I've noticed some glaring issues with this lately; for example a couple subscription emails have gone out where everyone on the list was from Texas for an entire week. Very unlikely. Thoughts Michaela Iery​?

Not applicable

These reports were of particular interest to our team during our launch pack training. We've since used them to supplement another service that was providing anonymous web visitor information and we've found this to be a more tellings/fluid presentation of the information. Thank you for the tips on additional variations your team has found useful.

Level 2

Great post, Michaela! This report was one of the first things I implemented when I arrived at my current company.  Sales eats it up!

Marketo Employee

Hi - inferred data is always going to be at the mercy of the IP data itself, and inferred regional data is always going to be a bit of a mixed bag, due to everything from travel to VPNs to regional ISP hubs. For example, depending on if I'm visiting a client, if I'm at home and/or if I'm on my VPN, my IP could show I'm in Baltimore (a place I travel to frequently for work), Raleigh (my home office) or San Mateo (where Marketo and our VPN are) during any given week. I was always cautious with my sales teams to remind them that inferred regional data is always just that - inferred - and could be based on where - and how - the prospect is connected to the Internet and therefore not perfect. And I generally do not use inferred data for customer outbound communications. Hope this helps!

Level 1

Our sales team would prefer to only receive the reports when there is data in them, however, it doesn't appear there is a filter we can use to prevent reports from being generated when there is no data in them. Am I wrong about that? Any suggestions? Thanks!