In marketing, lead generation means initiating or cultivating a consumer interest in a business firm’s products and services. Lead tracking helps a marketing manager determine whether all the leads generated were successful or not. Primarily, it is the process that allows businesses to monitor the lead activity on the path-to-purchase.
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Path-to-purchase is the route a consumer follows across the channels and campaigns to change from a prospect to a customer. In addition, firms use this path-to-purchase to push leads to win more clients to the business. Robust lead tracking allows sales and marketing representatives to work together to understand what makes up a high-quality lead and the impact of marketing on the sales cycle. Here are tips to get your lead tracking correctly.
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Set Proper Leads and Revenue Generation Goals
A lead that does not convert to revenue is useless to any business. The interest of business executives and clients is not how many leads a campaign can produce but how the movement increases the company revenue.
Therefore, before you grab any lead tracking opportunities, it is essential that you first recheck the lead generation goals. Then, it would help if you look beyond the lead volume goals and concentrate on metrics that matter to the organization. Finally, hold on to plans that are related to sales maximization.
Use Lead Manager Software
It is vital to invest in a technological solution that can tell you where and when your marketing strategies have a lead. A lead manager software helps keep all the lead records in a central database for effective tracking.
You can quickly tell where the lead was generated with lead tracking software. For instance, is it from a website, a paid social ad, or an organic search? The information helps you identify what strategies are working for you to generate leads and which ones are failing, hence deciding what you need to change to increase lead and revenue generation.
Use Google Analytics in Tracking Marketing Leads
Suppose your budget is not enough to invest in lead tracking tools, there’s no need to worry. Google Analytics set-up can help you stay up to date with your marketing and advertising leads. However, it would help to analyze your past campaigns to improve the future ones. Besides, google analytics is a free alternative.
Various stats can help you make sound decisions when running campaigns. One of the best Google Analytics features is goal-setting. All you have to do is set a conversion rate that you believe is successful, then wait for it to match up. Finally, set destination goals that will trigger when the customer reaches the confirmation page, and you will be able to track the confirmed leads.
Maintain Leads That Are Not Ready To Purchase
Not every person entering a store is going to buy. Similarly, not every lead that enters a channel is ready to purchase. Therefore, it is good to have a process to nurture leads that allow you to stay in touch and track opportunities that might convert into revenues in the future.
If you fail to nurture and communicate with your leads, you will be squandering the money you spent collecting them.
Stop Losing Your Leads
Sales and marketing teams are losing leads daily due to minor mistakes. All you need is to employ the right lead tracking tools and strategies. With these tips, you can track all your leads to increase the company’s revenue generation.
