Lead tracking is the process of documenting and classifying potential customers based on individual tasks and sales rep touches. By documenting customer and account related tasks, you can pinpoint prospects at each stage of your funnel or sales pipeline.
Lead tracking Software provides data on the likelihood of leads and the amount of closures at each stage of sales development. By tracking from initial touch to close, you will get a better understanding of your campaigns, your funnel, and the sales and marketing process overall.
Lead tracking vs lead scoring
Lead tracking is basically the process of following a lead through the Lead Management Softwares, including movement toward and away from the end to end and any action or inaction from the lead side. Lead scoring, on the other hand, is the act of leading a positive or negative score after an action has taken place. Whenever a lead interacts with your brand, they should receive a score. The higher the score, the more qualified it is.
Set the lead probability and score at the time of lead tracking :
Every recordable action a customer takes and any touch with a lead should trigger the addition or deduction of points from their score. When a new prospect downloads a white paper about the implementation process, for example, based on their potential desire to purchase, their score should go up.When the same prospect then clicks your emailed link on the content, the score should rise again, reflecting further interest. At some point, a lead’s score will reach your predetermined threshold and trigger a follow-up from the sale.
Understanding both tactics is important, as a lead’s individual score can help you track their progress closely. Keeping an eye on this progress will help your sales and marketing teams gain valuable insights into campaigns and keep up with your strategy.
Lead Generation Campaign critical strategy:
Every organization does privatization of his lead by using different -different methodology. Another way to privatize his lead through sending drip mail is not about entering markup in your drip email.True personalization means giving value to leads based on their level of interest.
This personal email offers unique value to leaders who have just registered an account with a specialist institution.
By updating leads that interact with your brand, you can present unique campaign items based on each step through which the lead moves. To do this, you have to tag your leads according to tasks: demos, phone calls, emails opened, downloads – anything that is an important milestone on the funnel.
Tracking Complete lead funnel:
Lead management is the first step to understanding the customer interaction that every action made, highly personalized funnel breaks down. Are people downloading the whitepaper, but not signing up for the demo? Perhaps you need to warm those prospects up a bit before you ask big.
Without lead tracking, your team cannot tell which actions lead to bounce and which turn into closed-won deals.
It is also a valuable tool for analyzing and adjusting campaigns.
You should try to use the data obtained from lead tracking to know how true the actual lead is intended in your scoring framework. Like if you have high scores in a batch of leads, but your conversion rates are still low, you can provide a lot of points for individual tasks.
Lead scoring and lead grading in Pardot’s Lead Management system.
By tracking your leads through the funnel and determining their behavior, you can see where they fall and what kind of engagement shortens the sales cycle.
From there, you can test using those touches first, refine your nutrition process, and stop periodically in a proven way (rather than just guessing that your strategy works). .
Get Set For Lead Tracking Success
Lead tracking does not happen overnight. It takes a lot of planning and access to the right lead management planning. These steps will give your team important information about where your leads are coming from and how they connect to your brand.
If you don’t know what these are or how to use them, you’re missing out on a lot of valuable referrals and campaign information. Lead tagging parameters can be added to any base URL to track where the lead finds your brand. This helps you understand whether the content is transformed, and whether the content is hidden.
A full-funnel review:
Your team should do this consistently as part of your testing and iteration process. Full-funnel reviews help determine which stage of the buyer’s journey each of your marketing and sales assets serves, and the goal of each touch. Without defining your journey / funnel / pipeline, you risk closing too early or too late, which only ends in customer isolation.
These easy views look at the buyer’s journey and whatever possible action the buyer can take. At each touch, the buyer can either negotiate or ignore your message, and your team must map their next move before the buyer gets there. The flow chart should inform your lead scoring decisions, which then inform your lead tracking, which influences the architecture of your future flow chart.
Lead / sales process flow
Lead Management Software:
Lead Management Software collects valuable interaction data and reports that back to you. These insights will help you analyze your Lead management funnel, your lead scoring, and your lead tracking. Many of these tools also have built-in charts, funnel visualization, and lead scoring tools, which help your team manage more work from a single system.
CRM Software: A must-have for any B2B company. Instead of using spreadsheets and a rash of sticky notes to orchestrate the sales process, Sales CRM software lets your team track all their interactions with a potential customer and automate repetitive tasks. If you can integrate your CRM and Lead Management tools, sales can gain even more intelligence and report marketing-responsible revenue.
Companies tracking the bottom (and outside) of the funnel receive valuable information about how their strategy affects or does not affect results. Without a defined and designed system of lead tracking, your team is in danger of marketing and selling based on a sense of gut, rather than hard data.