It is well known that serendip­ity has led to sev­eral dis­cov­er­ies in the space of tech­nol­ogy (X-rays, heat­ing effect of microwaves) and med­i­cine. But a lit­tle ety­mol­ogy research of the word serendip­ity leads one to the story of the three princes from Serendip (Per­sian name for mod­ern day Sri Lanka coined from the orig­i­nal San­skrit name Swar­nadeep) and the lost camel.

It is quite a won­der that this story of serendip­ity was also the inspi­ra­tion for a sim­i­lar story in French philoso­pher and writer, Voltaire’s famous novel, Zadig. Fur­ther on, it is said to have inspired parts of rea­son­ing in mod­ern detec­tive fic­tion such as Edgar Allen Poe’s Dupin as well as Doyle’s Sher­lock Holmes. This trail of lit­er­ary inspi­ra­tion lays more empha­sis on the “saga­cious” aspect of serendip­ity than the “acci­den­tal” one.

Recently, while work­ing my way through met­rics on Site­Cat­a­lyst, my team and I made a use­ful dis­cov­ery of our own. In this blog I have repro­duced my steps in case some of our read­ers find it a use­ful tip.

The steps recounted here are par­tic­u­larly use­ful for B2B busi­nesses with a large team of sales / busi­ness devel­op­ment / account man­age­ment professionals.

Step 1: seg­ment your data based on the types of prospects you want to seek out and go after.

As an exam­ple of a use­ful seg­ment, choose the pages of the par­tic­u­lar prod­uct you work for. (Note to self: stop writ­ing the obvious)

An impor­tant part of dis­cern­ing the really inter­ested ones from those not-so-much is to choose vis­its with a path length (or page depth) of >=10 pages and time spent on site more than 10 minutes.

I think prospects that have spent more than 10 min­utes on a busi­ness web­site and browsed through more than 10 of your brand’s (or product’s) pages deserve a lit­tle attention.

Step 2: Look at the refer­ring domains report (set your date range right).

 

 

 

 

 

 

 

 

 

 

 

Step 3: Now it’s highly likely that many of the top domains will actu­ally turn out to be Inter­net Ser­vice Providers. In such a sce­nario, use fil­ters to your advan­tage – use .com or country-specific domain names like .co​.in or .jp.

You are now look­ing at a highly potent list of enter­prises whose exec­u­tives have been spend­ing a rather large amount of time of your brand’s web­pages. Strike while the iron is hot!

Step 4: Dive deep into your sales data based on the list of enter­prises you unearth and look out for the lead with the max­i­mum deci­sion mak­ing power. Voila! Simple, wasn’t it?

Next steps? Well your sales / busi­ness devel­op­ment peo­ple now have a fairer sense of the qual­ity of the lead they are pur­su­ing. With data that proves your prod­uct is already well-ensconced in their con­sid­er­a­tion set, these should be those low-hanging fruits that are good to pocket imme­di­ately. What can make the job even eas­ier? Know­ing what web con­tent these leads / prospects have been view­ing – brochures / pic­tures / demo videos!

Now, how on earth would we do that? Maybe I’ll just wait for the prover­bial apple to fall.

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