Lead tracking is a system for maintaining and sharing information about sales prospects. Your tracking system gathers and consolidates information about each potential customer that visits your website or contacts you at a webinar, trade show or other event. Lead tracking also helps you accomplish other goals as you learn from each customer and become more effective at both marketing and sales.
How to Do Lead Tracking
There are several ways to use lead tracking data in your organization. The method will probably depend on the size of your team and the number of leads coming in at once.
If you have a small company and a small team with a small volume of leads, you might be able to manage lead tracking either by hand or with a home-grown process. You will just build a file for each person with whom your company has contact. You gather and record relevant contact information. If very many people will use the system, you might need controls on who can change the records.
If you have a larger shop, a larger staff or if you are managing information about more people, you will probably want to look into a system or software program to assist with the tracking function. Effective lead tracking will be able to inform sales, marketing, customer service and management in several ways:
1. Review landing pages and the way visitors are moved through your web site to a sale or asked to give you personal information.
2. Test and tweak your “sign up” form.
3. Improve effectiveness of blogs, social media, article marketing, advertising and SEO in bringing people to your sales table.
4. Gaining a better understanding of how leads are converted to customers – how to improve the sales process.
5. Evaluating the way customers are managed for future sales.
If you have a large company, tracking leads as they move from the web site and from marketing to the sales without being lost will be one of your top challenges. A more sophisticated tracking process will be needed for effective lead conversion.
Lead Tracking Matters
If you do not do a good job of lead management, you will not be able to keep track of the people who show interest in your organization. If you lose track of them and they fall into the proverbial black hole, they are gone. Lead management is also the best way to constantly improve all customer and prospect interactions. Without lead tracking there is no way to grow.
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