Workbooks Online Launches Web Insights Tool

UK-based customer relationship management (CRM) specialist Workbooks Online Limited has launched a tool which promises to convert anonymous web traffic into leads.

Through a combination of web analytics and CRM in a single platform, the new Workbooks Web Insights platform uses IP addresses to identify organisations and cookies for individual visitors, while tracking the latter's journey across the web site. After analysing which pages a visitor has viewed, Web Insights combines that data with prospect and customer data held in the firm's CRM platform, tapping into page scoring functionalities to prioritise hot leads that show potential buying signals.

John Cheney (pictured), CEO of Workbooks, comments: 'By getting insight into their prospects' online activities, sales people can identify which ones are actively engaged, what they are viewing and as a result, take the right next step in the sales process. Using Web Insights, we expect the sales pipeline timeframe to shorten and the conversion rate of leads into deals to increase'.

Web site: www.workbooks.com .