Site Analytics reveals how accounts engage with your website and enables you to act on that data. Use it to refine content, generate pipeline, boost event registrations, and support sales prioritization.
By translating engagement into actionable insights, Site Analytics helps align marketing and sales efforts with real account behavior; improving targeting, increasing conversions, and accelerating pipeline growth.
Optimize Content Performance
Identify which pages drive the most engagement and use those insights to improve your content strategy.
- Review top-performing pages by visits and engagement.
- Filter by account lists, accounts, or UTM parameters.
- Prioritize updates to high-traffic pages (e.g., add CTAs, improve messaging).
- Build nurture programs aligned to pages visited.
Example
Identify the most viewed pages on the website. Use these insights to update pages with stronger calls to action and create targeted nurture streams based on the content accounts have engaged with.
Drive Demand Generation
Use engagement data to build targeted campaigns based on account behavior.
- Identify accounts visiting key pages (e.g., solution or product pages).
- Segment accounts into lists for activation.
- Launch advertising or outbound campaigns to increase awareness.
You can also evaluate content performance (e.g., ebooks) by comparing page views and account visits to inform future campaign assets.
Example 1
Identify customer accounts engaging with solution pages using the Visited Web Page filter. Select target accounts and add them to a list, then run campaigns to increase product awareness.
Example 2
Evaluate content performance by searching for ebook pages using the Visited Web Page filter. Use account visits and page views to identify top-performing content for future campaigns.
Increase Event Registrations
Convert interested accounts into event attendees.
- Identify accounts that visited event or registration pages.
- Compare against registered accounts.
- Create follow-up lists for sales and customer teams.
- Trigger outreach to encourage registration.
Example
Identify accounts that visited event pages but did not register. Add them to a list, compare against registrants, and have sales or CSMs follow up to drive sign-ups.
Enable Sales Prioritization
Help sales teams focus on accounts showing buying intent.
- Track visits to high-intent pages (e.g., pricing, solutions).
- Filter activity by account owner or territory.
- Prioritize outreach to highly engaged accounts.
- Tailor messaging based on content consumed.
- Identify cross-sell opportunities from page interest.
Sales reps can also deprioritize low-engagement accounts and focus efforts where conversion likelihood is higher.
Example
Identify customer accounts engaging with solution pages using the Visited Web Page filter. Based on engagement, sellers can prioritize follow-up with personalized messaging, remove low-engagement accounts, and identify cross-sell opportunities.