If you’re like most B2B marketers, you’re running campaigns across multiple channels – LinkedIn, Google, and Facebook. You’ve got your content marketing and your email campaigns. But here’s the question: do you know which of these channels are bringing in the right people? You might be getting tons of visitors, but how many of them are the decision-makers who match your Ideal Customer Profile (ICP)?
This is where DemandSense comes in. Instead of looking at anonymous data, you can see the actual companies as well as B2B and B2C individuals visiting your site. But it goes beyond that – you can see the source they came from, their behavior on your site, and how long they’re engaging. This level of insight is crucial for evaluating your marketing channels.
Let me break down how you can use it to really understand the quality of your marketing channels.
Table of contents
Defining Your ICP: The Foundation of Quality Traffic
First things first – you need to know who you’re actually trying to reach. DemandSense makes this easy with powerful filtering capabilities that let you specify all the key attributes of your ideal customer. We’re talking industry, company size, job seniority, job function, and more.
The real power comes from being able to save these filters as custom segments that automatically populate with your ICP-fit leads. Once you’ve defined your ideal customer criteria, DemandSense continuously monitors your website traffic and automatically adds matching visitors to your saved segments.
This means you’ll always have an up-to-date view of the high-value prospects visiting your site, without having to manually review and filter your traffic. Plus, you’ll receive regular email notifications about new high-value visitors that match your criteria, ensuring you never miss an important opportunity.
How to Use DemandSense to Evaluate Channel Quality
Let’s break down how you can use this tool to assess your marketing channels:
1. Identify Visitors by Channel
DemandSense lets you see which companies and individuals are coming from each of your channels. Are your LinkedIn ads attracting C-suite executives or just junior staff? Now you’ll know.
You can see exactly which channels are bringing in the right people. DemandSense breaks down visitor engagement across the entire organizational spectrum – from C-suite executives to technical leads. You’ll see precisely how your channels perform across:
- Seniority Levels: Track engagement from Senior leaders (who make up the largest segment of visitors), C-level executives, Managers, and Directors
- Job Functions: Monitor which channels attract key departments like Administration, Product Development, Sales, Engineering, and Finance
- Industry Distribution: See which channels resonate with different sectors, including Computer Software, Marketing/Advertising, and Education Management
- Company Size: Understand if your channels are reaching your target company segments, from startups to enterprise (1-50 to 10k+ employees)
This granular breakdown helps you optimize each channel’s performance. For instance, if you notice your LinkedIn ads are successfully reaching Senior-level decision-makers in Computer Software companies while your content marketing resonates more with Technical leads in Marketing/Advertising firms, you can fine-tune your channel strategy accordingly.
2. Track Individual Visitor Activity
Beyond identifying who’s on your site, DemandSense reveals how they’re interacting with your content. For each visitor, you can see:
- Which pages they’re exploring
- Time spent on each page
- Number and frequency of return visits
- Content engagement patterns
- Complete visit history
These detailed engagement metrics help you understand visitor intent. For instance, someone spending significant time on your pricing page likely has different intentions than someone just skimming your blog posts.
3. Identify High-Intent Companies
It’s not just about individual visitors – DemandSense gives you a comprehensive view of the entire account activity. You can see how many people from each company are engaging with your site and how they’re interacting with your content. This account-level visibility is crucial for identifying high-intent organizations.
DemandSense shows you:
- Total number of visitors from each account
- Combined engagement time across all visitors
- Which pages different team members are exploring
- Frequency of visits from the account
- Top engaged individuals within each company
- Additional decision-makers within ICP-fit accounts who haven’t visited yet
This holistic view helps you spot patterns that indicate real buying intent. Key signals include:
- Multiple stakeholders visiting from the same company
- Engagement with high-intent pages (pricing, product features, case studies)
- Increased visit frequency and time spent on site
- Return visits across different days
- Total account engagement time
DemandSense also helps you identify other potential stakeholders within these high-intent accounts, expanding your reach to the entire buying committee.
Turn Channel Insights Into Revenue
Understanding which channels bring in quality traffic is just the beginning. With DemandSense, you’re equipped to make strategic decisions that directly impact your bottom line:
- Stop Wasting Budget on Low-Quality Traffic: Know exactly which channels are bringing in decision-makers and ICP-fit accounts, so you can optimize your spend accordingly.
- Focus on High-Intent Accounts: Identify and prioritize companies showing genuine buying signals through multi-stakeholder engagement.
- Continuously Improve: Use real engagement data to refine your targeting and channel strategy over time.
The difference between good marketing and great marketing often comes down to knowing which channels are truly driving value. DemandSense gives you that visibility, turning guesswork into concrete data you can act on. Start optimizing your marketing channels today and watch your lead quality – and conversion rates – transform.
