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What is Lead Tracking and Lead Scoring Complete Freshman Guide

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What is Lead Tracking and Lead Scoring Complete Freshman Guide

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Benefits of Using Lead Tracking

Lead Tracking allows you to follow potential customers from the beginning to the end of the purchase journey, increasing personalization in the relationship and sales potential.

Lead Tracking is a marketing automation tool functionality that allows you to track visits and actions taken by contacts on a website and content assets such as emails.

Allows you to customize offers, segment leads and optimize the work of marketing and sales teams.

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Understanding your audience’s behavior is essential for the success of any marketing and sales strategy, regardless of your area.

If before it was necessary to carry out extensive, time-consuming and expensive research to extract any information, however simple it may be, today there are digital resources that provide valuable data instantly.

This is the case with lead tracking. Present in automation tools such as HubSpot, it allows a company to further customize its relationship with potential customers.

With this functionality, you can understand in depth the interests of your website visitors and your leads. In this article, we are going to talk in detail about lead tracking. You will know what it is, why it can help your business and how to activate it on your website.

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What is Lead Tracking?

Lead tracking is an automation tool functionality that shows every step a visitor takes on your website. When that visitor converts, he becomes a lead and is identified, allowing personalized marketing and sales approaches, such as sending a personalized email to the customer calling him by his name, which is an action that creates a connection larger.

In general, lead tracking is used on the most important pages of a company’s website. This includes product demo pages and sales pages, which demonstrate a clearer interest.

However, you can install tracking codes in locations on your site that make the most sense for your business. The approach can be more assertive when the seller knows what subjects the lead is interested in.

In addition, Lead Tracking also shows which emails were opened by that prospect, which links he clicked on in those communications and which other conversions he made after the first one.

As one of the commandments of good digital marketing is to always optimize your campaigns, this feature offers valuable information. By studying patterns of leads that have bought, you can create triggers based on this new knowledge, accelerating and better directing the passing of the baton from marketing to sales.

Why Use Lead Tracking?

Monitoring your leads allows for a better understanding of their interests at the time they are on the buying journey.

If after the first conversion that lead comes back to your website just to read your blog posts and rarely downloads any other educational material, he is probably not ready for a commercial approach yet.

On the other hand, visiting product or sales pages, as mentioned above, is an indication that they can move further down the funnel. However, in this case, this contact will be more personalized and more likely to be successful.

Lead Tracking allows, among other things, to configure triggers after visiting strategic pages, opening a specific email or downloading a guide. This can be done in conjunction with lead scoring by scoring actions on your website and other marketing assets.

Thus, the Lead can change the segmentation during the journey, speeding up the process. Note that all of this is done automatically, after the first configuration is done in line with the marketing and sales teams.

Lead tracking is an important weapon in the quest for predictable business growth, allowing you to focus on leads that are more ready to buy!

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Lead Tracking Example

Imagine that you create an email marketing campaign to send your contacts a pre-sale link for a new product that will be launched.

From there, you use marketing automation software to program the following actions:

If the CTA in the email marketing is clicked, the lead is redirected to the purchase page.
If he doesn’t click, he will receive a new email with a new offer and so on.

Each click on the link will give you an indication of the lead’s interest. The click-through/conversion ratio (pre-sale reservation) will give you another metric and based on the information you receive through this monitoring, you can take actions to improve the conversion rate.

How to Use Lead Tracking

Lead Tracking is available on HubSpot’s “Pro” and “Enterprise” plans, to use it, simply enter the tracking code on the desired pages and activate the functionality in the software.

As we said, you can monitor the pages that make the most sense for your business, whether they are at the time of purchase or not. After activation, when the page receives the first visit from a lead, tracking begins.

Lead Tracking With HubSpot Marketing

With HubSpot, you can fully explore the automation possibilities, including lead tracking. It allows you to create landing pages with content offers, build email marketing flows to relate leads to the moment of sale and also analyze data in real time to optimize your campaigns.

In combination with HubSpot and CRM, your marketing and sales teams will work more productively and efficiently. They will gain time and be able to generate better leads and approaches that are more likely to succeed.

Start a 10-day trial right now, with no strings attached! Now you can experience some of the most important features and understand how HubSpot can help your business grow.

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Lead Score

The ultimate guide to automatically scoring your contacts, learn how to automatically qualify your leads and increase the performance of your marketing and sales teams with this complete guide.

Lead scoring is a technique used to identify those who are more prepared to buy, automatically or manually qualifying and prioritizing them.

Generally, the classification of leads comes from two scores: profile (data such as position and segment) and interest (information such as visits and consumed content).

Currently, the lead scoring method has become essential for anyone who works with Inbound Marketing and wants to improve the productivity of their marketing and sales teams.

The idea is to talk about lead scoring in a way that serves both those who have never heard of it and those who are already buying and implementing a marketing automation tool.

To drive predictable growth, marketing and sales teams plan, analyze and take responsibility for results together, identifying actions that generate the greatest impact.

With the HubSpot platform, as the leader in marketing and sales automation in the US, you’ll find Lead Scoring functionality ready to set up.

Contrary to what some people think, Lead Scoring is not a crystal ball that says whether or not a lead will become your customer. Generally, this prioritization is done through a grade (hence the name “score”). It is on this note that you indicate which leads are better or worse for your business, and which are more ready to buy so-called “hot” leads.

We can then define Lead Scoring as the process that transforms the monitoring and analysis of a lead’s information into a number that represents how valuable it is to your business. That is, it indicates which leads have the profile most likely to become customers. Therefore, creating a method to score and classify lead behavior is not an easy task. The most important point is to be able to differentiate a more engaged (hot) lead from a less engaged (cold) lead.

For example, imagine two leads with similar scores but different behaviors:

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When creating your lead scoring model it is important to ensure that you are able to adjust the score to map different behaviors and interest level of leads.

It is not possible to say that Lead 1 and Lead 2 are in the same moment of the purchase journey.

For the marketing team, this is an essential quantitative element in calculating the possibility of generating new sales.

Scores are determined by actions leads take on their buying journey, starting with filling out a form on one of your landing pages and going all the way to logging visits to specific pages.

Companies evaluate the behavior of each lead by assigning grades. Along with this, a ranking of the profiles is made, following a classification that divides the database into 4 groups: A, B, C, D, where A is known as the best profile. Sales and marketing teams should build lead scoring together as part of the lead qualification process.

Role in creating lead scoring

The ideal customer profile (ICP) works for both B2B and B2C companies: in the first case, the ideal customer is a company, while in the second it is a person.

Below Are Some Questions That Need Answered And Identified To Help The Marketing Team:

1. Where are they located?
2. What online platform do they use?
3. What is the influence of ICP on lead scoring?

Once identified, it helps the marketing team to better target their campaign.

Once you have an ideal profile of an ideal customer, you can now structure lead scoring so that the highest scores are for leads that fit the ICP.

In practice, Lead Scoring makes marketing and sales teams more efficient, delivering more sales from the same set of leads.

Tips for Making Lead Tracking More Efficient

The lead tracking process needs to be careful, so that the identification of potential business customers happens without confusion or difficulties throughout the process.
Check out some tips we’ve put together to help you with this capture.

Automate your tracking control

Performing manual lead tracking is an arduous task, especially considering the large number of leads that a company can generate if it has an active presence in e-commerce and social networks, which is why automation of tracking control is essential for business.

Keep your leads always up-to-date

Systems that carry out lead tracking facilitate the constant updating of customer information, as every interaction that the potential lead makes with the company is recorded. This demonstrates the professionalism of the business, and helps in closing more sales.

Have solid criteria in the lead tracking process

In addition to tracking consumers, it is important for the company to know how to assess when a lead is in line with the business principles, and when it needs to be discarded, this helps the company to maintain control and the qualification of your criteria and customers.

Customize marketing and sales

Tracking control allows businesses to better organize the capture of lead data, and develop actions focused on potential consumers, this is a way to customize the company’s marketing and sales, and have better results.

Be flexible

Even if the enterprise has solid lead tracking evaluation criteria, it is necessary to know when to vary decisions, considering the point at which the lead is in the sales funnel, this helps to reduce and anticipate the expected result for many sales processes.

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FAQ - Frequently Asked Questions About Lead Tracking and Scoring

1. How to sell to a Lead?

The sales team needs to show a Lead the needs and benefits. At this point, the marketing team has already fed this Lead with information so that he can answer questions and identify his problem, so this is the ideal time to convert a sale.

2. What is lead tracking?

Lead tracking is a marketing automation feature that tracks all interactions with a lead and displays them in chronological order. To use it, a tracking code is installed on pages and contents of a website, which allows you to monitor all lead actions throughout their purchase journey.

3. What is the engagement rate?

The engagement rate represents the interaction of leads reached with a post or page, including clicks, shares, comments, among others.
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Conclusion

In short, lead scoring receives information from the monitoring carried out by Lead Tracking, scores and delivers to the sales team those leads with great sales potential — an agile action, which enables the application of segmented strategies with real chances of success.

Did you like our article? Visit our website to find more articles and learn about all our services that can be applied individually or together to generate even more positive results for your company!

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