How to identify your anonymous website visitors

In this engaging episode of the Tekpon SaaS Podcast, host Cristian Dina sits down with Pete Crowley, the Head of Growth at RB2B, to discuss strategies for identifying anonymous website visitors.

What does RB2B do?

RB2B, a subsidiary of Retention.com, specializes in de-anonymizing website traffic by delivering business profiles to companies. The tool is primarily designed for B2B businesses, providing valuable details such as company information, job titles, business email addresses, and LinkedIn profiles. In contrast, Retention.com focuses on identifying individual information for D2C businesses.

Crowley elucidates how the two products differ in application based on the end-users they target. For instance, while an ecommerce business targeting individual customers would benefit from Retention.com, a B2B enterprise would find RB2B more useful owing to its focus on business profiles. This helps companies filter and qualify leads more effectively.

Addressing the primary problem their product aims to solve, Crowley highlights that making data actionable is their top priority. By turning identified leads into valuable marketing insights and ROI, RB2B seeks to become an indispensable part of the tech stack for its users. One of the most beloved features of RB2B, according to Crowley, is the Slack integration that notifies users about qualified leads in real-time, offering a “dopamine hit” by showcasing prospects’ activity on their websites.

Crowley goes on to explain the underlying technology of RB2B. The product captures data through a custom script generated upon entering a domain, which collects a first-party cookie. This information is then cross-referenced with RB2B’s contact database, resulting in an 20-30% resolution rate for U.S.-based traffic. Importantly, the service does not resolve traffic outside the U.S., thereby adhering to GDPR and other international data privacy laws.

RB2B marketing strategies

To ensure the longevity and sustainability of their marketing efforts, RB2B is working on diversifying their community engagement beyond LinkedIn. Crowley acknowledges the risks of relying too heavily on LinkedIn and the necessity to build a more resilient community interaction model.

Sharing his personal journey, Crowley detailed his extensive background, which includes roles in sales, sales management, customer onboarding, and various marketing initiatives. This diverse experience across different parts of the customer journey has greatly informed his current role in driving RB2B’s growth.

For budding marketers, Crowley’s advice is to focus on the type of end-users they want to market to rather than the product itself. Skills acquired in marketing and sales are transferable, while knowledge about specific products is typically gained on the job.

In conclusion, this episode provides a comprehensive look at RB2B’s approach to de-anonymizing website visitors, the challenges of making data actionable, and their strategies for standing out in a competitive market. Crowley’s insights offer valuable lessons for both seasoned professionals and those just starting in the field of B2B SaaS marketing.