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What B2B Needs to Know About Online Visitor Identification

Posted on March 16, 2011 by Jason Stewart

Almost a year ago, Demandbase released our Real-Time Identification Service … and since then we have gotten TONS of questions about online visitor identification. Most of the questions and confusion are centered around two things:

  1. Reverse-IP lookup in public registries
  2. Individual tracking tools like cookies

IP-based lookup for B2B companies is severely limited when free analytics tools rely on public databases, and when you bake those cookies they are really focused on tracking IDENTIFIED users, not identifying anonymous ones. It’s worth a deeper dive, to be sure.

Join me on Tuesday, March 22nd for a short discussion with Demandbase Director of Data Architecture David Steinore. We’ll discuss IP-based identification, exactly what analytics and marketing automation does for visitor tracking, and all the things B2B companies need to know about online visitor identification. Register here.

About Jason Stewart

Mr. Stewart leads demand generation programs for Demandbase and is a recognized marketing technologist and thought leader in the B2B lead generation and lead management space. He founded and leads the Salesforce.com user group in San Francisco and was one of the first 500 people to complete the Salesforce.com Certified Administrator process. He has spent 12 years in B2B telesales, demand generation, lead management and marketing operations with a variety of public and privately held software companies. He earned his BA in English from Rutgers University.
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2 Responses to What B2B Needs to Know About Online Visitor Identification

  1. Guillotine says:
    March 17, 2011 at 5:46 am

    For free analytics I use Google, a lot better than StatCounter in my opinion.

  2. Jeremy says:
    March 23, 2011 at 11:27 pm

    Yes, been using Google Analytics for more than a year and it is still the best tool to track visitors.

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