For a lot of businesses, growth comes from generating leads and converting them into customers. At Fly Pages, we believe in integrating digital marketing efforts to generate leads for our clients. Once leads have been generated, then they move through the sales funnel to be converted into customers.
This process is complex and may require several steps to be completed. A strong lead tracking process will ensure that all leads are accounted for throughout this journey. It is also important to bridge the gap between your marketing efforts and your sales tactics. Creating a tracking process for your leads is beneficial for your business’s growth.
What is a Lead Tracking Process?
A lead tracking process keeps track of all potential customers that enter your sales funnel. It records data about your prospects and allows you to organize leads from multiple sources in one place. Not only does this allow you to have more visibility over your potential customers, but it also creates many opportunities to improve your sales process.
These processes can take many forms, and finding the right option will depend on your business. Solutions offer different lead tracking features, but functionally they all fulfill the same goal of tracking your prospects.
Improve Your Lead Nurturing
First and foremost, having a lead tracking process allows you to improve your lead nurturing practices. This process will ensure that your leads are all properly communicated with throughout their sales journey and that they are never left waiting for your response.
By communicating more consistently with your leads you can develop a trusting relationship. This will ensure that your customers trust your level of care and are more likely to do business with you.
For example, Fly Pages worked with a professional services client and wanted to increase B2B lead conversion rates. They recommended a series of automated emails after the prospects had received a consultation and entered the proposal consideration stage.
We tested this nurturing automation to verify its efficacy before implementing it for all leads in this segment. When compared to leads that didn’t receive the emails, the prospects converted at a 50% higher rate over a period of 6 months. The automation is now standard for all current leads.
Understand and Refine Your Lead Generation Process
One central benefit of utilizing a lead tracking process is the gained visibility over your leads. Increasing your visibility will provide new insights about your leads, your marketing efforts, and your sales process. This will inform you about where your leads are coming from, who they are, and what next steps you should take to reach them.
This data will help you make more informed decisions. For example, if you learn that a majority of your leads are coming from one source then you will be able to invest more into that source or examine what is stopping other sources from performing as well. This is a valuable insight that you can use to refine your lead generation tactics, investing in those that are providing more qualified, converting leads.
Sort Your Leads
Another benefit of having a strong lead tracking process is that it allows you to sort your leads. Once your leads have been centralized, then you can sort them for future sales tactics. Sorting your leads based on what you know about them can lead to more specialized and effective sales tactics.
For example, you could separate your leads based on how they made contact with your business, and then plan to use different methods of reaching out accordingly. This provides another opportunity for you to fine-tune your sales tactics to best fit your potential customers.
Lead Tracking is Vital For Your Business
Generating and managing leads are both crucial activities when it comes to growing your business. Having an effective tracking method in place helps streamline the process and gives you the best chance to convert your leads into customers.
Without the proper systems in place, you are likely to encounter many issues. We’ve seen clients who have wasted valuable time, energy, and ad spend before using a tracking process. They were also unable to measure the effectiveness of certain marketing tactics.
There are many benefits to tracking your leads. It’s another useful tool to stay better informed and organize your information in a useful way. When consulting clients about their digital marketing, Fly Pages advises using a lead tracking process.
Ready to see your business growth through lead generation? Call on the Fly Pages team! We would love to help with your digital marketing efforts.
