How to Use Lead Tracking in Your Marketing Strategy
The behavior of leads also reveals a lot about their profile and interests.
Therefore, if your automation tool offers a Lead Tracking feature, you should be exploring all it has to offer!
Check out the complete article we prepared on the topic and clear up any questions:
What is Lead Tracker?
The Lead Tracker or Lead Tracking is a feature of marketing automation tools that allows you to monitor visits, actions, and interactions that each contact has with your brand.
Once they are in your contact base, the user becomes trackable, and if this feature is enabled, you gain access to the history of visited pages, opened and clicked emails, downloaded materials, visited blog articles, etc.
Why use Lead Tracking?
Since this feature monitors each lead’s interactions, it provides information and behaviors that can be strategically used in various marketing and sales actions.
Understand in detail:
Greater understanding of the Lead’s stage
By monitoring clients in all actions, you understand at which stage of the buyer’s journey each one is.
With this valuable information in hand, every interaction and communication from the brand can be better thought out, directed, and personalized according to their interests.
Enables Better Segmentation
This data allows you to create segments based on behavioral information in an automated way.
This way, you’re not relying on manual analyses or segmenting based on guesswork.
More Specific Sales Approach
Lead Tracking can be used to develop qualification strategies and mark opportunities, such as Lead Scoring.
In this scenario, leads performing bottom-of-the-funnel actions accumulate points until they are directed to the sales team at the right time.
Moreover, with the lead’s full history in hand, the sales team’s approach becomes much more comprehensive, as the seller already knows the consumer’s profile before even contacting them.
The chances of a sale are much higher this way.
Also read: What is Conversion Funnel, What Are the Stages, and How to Create One
Offer Personalization
Likewise, by knowing the lead’s interests, the offers sent to them become more personalized and spark greater interest.
For example, if a lead frequently accesses blog articles on a certain topic, you can send them more comprehensive content or even a tool on that same topic, which might be of interest to them.
Or, leads who frequently visit the pages of a product on your site will want to know when that product goes on sale.
Accelerates Predictable Business Growth
If you can estimate the volume of qualified leads within a period, it becomes easier to forecast a similar amount in the next period with the same actions and investments.
This also enables greater predictability of expenses and sales revenue.
Where to use Lead Tracking?
Lead Tracking can be leveraged in various actions:
Content Interactions
You can monitor access to content produced by your brand, such as blog articles and other pages on the site, including interactions with product pages, case studies, FAQs, pricing pages, etc.
Email Marketing Campaigns
Through this feature, you can track the receipt, opening, and clicking of all email marketing campaigns sent out.
You might also be interested in: 7 Steps to Creating a Converting Email Marketing Strategy
Landing Pages
Track the access and conversion on your Landing Pages.
Reactivation in Email List
If a lead requests removal from your contact base and later reconverts in some other event, these actions will also be tracked by Lead Tracking.
Nurture Flows
The entry, exit, email openings, email clicks, completion of nurture flows, and any other actions configured and associated with them will also be monitored and recorded.
Sales Funnel
Progression in the sales funnel is tracked by Lead Tracking on any configured hook: from visitor to lead, from lead to qualified lead, from qualified lead to opportunity, and from opportunity to sale.
Notifications
All these events can assign notifications to your team members.
For instance, an opportunity tag can notify sales representatives so they can initiate the approach.
How to Qualify Leads and Prospects?
Lead Tracking and Lead Scoring are resources used to understand lead profiles and, therefore, pass those better qualified on to the sales team.
But what are these qualifications?
Potential Interest
A user or visitor who shows interest in your service or product, or at an earlier stage of the sales funnel, in content or material created by your brand.
MQL
MQL stands for Marketing Qualified Lead, or lead qualified by marketing.
An MQL is a contact who has already received educational materials and is aware of the problem they have.
It is also a contact who is beginning to understand what type of solution is ideal to solve their problem.
Despite this, they are not yet considering which brands to choose to solve this pain point, so they are not ready to be passed on to sales.
SAL
SAL stands for Sales Accepted Lead.
In some sales funnel dynamics, marketing signals a lead’s qualification, but it is only passed to sales if there is acceptance from them.
This analysis is performed by the sales team itself, which assesses if that lead is indeed at this stage of the funnel.
SQL
The SQL, or Sales Qualified Lead, is closer to purchase completion, as they have already chosen a solution your company offers.
For this reason, it is a contact that should be worked within the company’s sales strategies.
Here, the sales team takes action to start dialogue with an audience already ready to decide which brand will solve their problem.
Why is Call Tracking Crucial for Lead Tracking?
Call Tracking is a sales strategy that continues Lead Tracking.
In addition to site interactions, emails, and other resources mentioned above, there are tools that monitor interactions between lead and company via phone, whether through WhatsApp, messages, or calls.
Through the initial commercial contacts with the lead, the history of these interactions and conversations is also recorded, and the qualified lead’s profile and interest are reassessed, now with a sales team perspective.
This way, Call Tracking provides the team and the company with even deeper knowledge of business opportunities.
Improve your Results with Lead Tracking
Explore the Lead Tracking feature of your automation tool and discover new ways to understand and qualify your contact base!