Importance of Lead Tracking Solutions in B2B Marketing
Sales and marketing professionals working in B2B marketing space are constantly hard pressed to increase the volume and velocity of the lead generation and conversion process. Marketing automation solutions have contributed a great deal in identification of lead intent and analysis of online website behavior to help sales and marketing teams to work in tandem and drive warm leads to their corporate websites.
Teams working in the B2B space need regular updates on lead movement from the awareness stage to the buying stage, so that they are able to send timely email communications and nurture their buying interest. Solutions for lead tracking help in lead generation and lead management so that marketing and sales teams are able to generate higher sales conversion rates.
Some of the primary benefits of lead tracker solutions include:
1. Regular lead activity reports
Lead tracking B2B marketing automation solutions can deliver lead activity information to users at a specified time each day. This way, B2B teams can regularly keep track of repeat leads, their new interest and hence create new marketing campaigns based on interest level, etc.
2.Generate daily call lists for Sales
Lead tracking software helps to generate call lists with background information on all prospects who have showed a consistent interest level and who may be potential decision-makers as well. These daily call lists can also provide up-to-date reports about related website browsing behavior and buying intent. The daily call lists can also help trigger alerts that can be synchronized with the data in the CRM system.
3. Generate visitor history
Lead tracking software can allow teams to categorize their website visitors based on the intent displayed over a period of time. This helps them to track the progress of leads through the sales funnel as well. Also, by being able to view visitor history, sales and marketing teams can identify leads that need to be nurtured.
4. Filter lead information
Lead tracking tools offer filter options that can create custom marketing campaigns for select leads based on the profile that interests the marketer. Filters can be set based on geography, company size, etc.
5. Assess campaign effectiveness
The most important use of lead tracking software is assessing campaign effectiveness. Marketing and sales teams can tie lead activity and results to specific campaigns which will help them to learn which campaign strategies work effectively and efficiently.
Lead tracking software and marketing automation services can be effectively used to increase sales intelligence and inside sales effectiveness.
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