B2B businesses don’t have a second or a penny to waste. Their online interactions should always be efficient and effective. Trial and error? Not a good solution to figure out the best methods. Only understanding the visitors’ behavior will enable marketeers to take the right steps.
However, there is a problem. Not all visitors are convertible. Spending efforts on these visitors is pointless. You need a solution to validate and qualify visitors through IPs.
This blog post covers IP scoring.
What is the IP score?
Lead generation is the first step of a marketing sales funnel. We can’t reach the end if we generate spam leads from the beginning and try to complete the funnel. That is, it’s wasting resources pursuing nonconvertible leads. On the other hand, B2B marketeers can eliminate suspicious IPs with IP scoring.
IP score is a way that sets a numerical value to IP addresses based on visitors’ past behaviors.
Implementing IP scoring in B2B
In the first place, you should determine which actions are essential to your scoring system. For example, website visits, forms, online purchases, location, industry, downloading PDFs, else. You can use various IP scoring tools for this process.
Before scoring, the tool collects data from each IP address. Then, the algorithm gives scores based on this data. As new data is collected, sure, scores will change.
And voilà! You can focus on only potential leads. You’ll know which IPs are spam through their IP scores to take action properly. For example, you can block IPs with low scores from certain content or submit forms. Or, you can create more personalized content and offers for IPs with high scores.
Benefits of IP scoring:
- Improved lead quality: You’ll know which IPs are qualified to turn them into leads.
- Reduced resource wastage: You’ll only focus on legitimate traffic to save time and budget.
- Increased protection against fraudulent activity: Filtering out potentially harmful traffic reduces suspicious IPs.
What are the differences between IP enrichment, IP fraud scoring, and IP scoring?
IP address enrichment services can provide information about the user’s location, network provider, business type, and industry. With this data, you can understand your potential customers’ behaviors and create a more personalized user experience.
IP fraud scoring determines the probability of an IP address is or not fraudulent. Generally, businesses use this method as part of their security strategy. When calculating an IP fraud score, geolocation, transaction history, blacklisting, and device information are critical factors.
IP scoring helps to determine how valuable an IP address is. It may help make a predictive analysis of an IP address taking a particular action. This process usually uses machine learning and complex algorithms.
Conclusion
Try an IP scoring solution and reduce the number of low-quality leads. After, you’ll easier increase your ROI by focusing on high-score IPs. This system doesn’t only improve sales but also reduces the time and resources spent on spam leads.
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