How do you leverage anonymous leads to produce actionable insight for your company?

[Anonymous]

I'm curious if you simply use them to report out I have x amount of anonymous leads in the funnel, or if there are other ways you have found to effectively segment them in reports systematically. Thanks!

-Andrew

[Adam_Vavrek1 · Accepted solution]

I send reports to my team every week of top visited web pages from anonymous leads. This is helpful for them for prospecting certain companies, if given in the Inferred Company field. You'll have to do some work filtering out ISPs from this report, since there are a lot of them. Also, you'll need to filter out certain countries that don't apply to your business (from the Inferred Country field).

Anonymous web page data is deleted automatically from Marketo every 90 days. I also let the team know how many anonymous leads are visiting the site every month.

[Josh_Hill13]

What Adam is referring to is really the Web Page Activity report, which can be very helpful for sales territory managers looking for ideas on their assigned accounts. Company Web Page Activity can also help.

More generally, you can look at which pages are getting anonymous hits and consider ways to steer them to a form fill out. Or add a form to certain pages.

[Jep_Castelein2]

I've found that the Web Page Activity report (as described by Adam and Josh) is the only actionable thing you can do with anonymous Leads. If you want to look at website trends, it's much better to use a general purpose Web Analytics tool like Google Analytics.