• Search Engine Watch, Wednesday, March 11, 2009 4:30 PM

A "conversion efficiency tool" from Demandbase lets marketers identify site visitors and reach out to them, according to Eric Enge. He writes that while companies invest in SEO teams who design and run PPC campaigns, around 90% of the incoming traffic on B2B Web sites never convert into business or leads.

Enge explains how the tool works. He writes that it relies on a variety of databases such as ARIN, the American Registry for Internet Numbers. "Using the IP address of the incoming visitor, ARIN can be used to determine which company (if any) that user is coming from," he writes.

Enge also lists several benefits and explains how to reach your goals. For instance, "if you have the highest conversion efficiency in your market space, you can bid your PPC campaigns up into the number one position for key terms." This lets you expand SEO efforts, and increase your display advertising spend.

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