What Is Lead Tracking And Lead Scoring: Complete Guide For Freshers

What Is Lead Tracking And Lead Scoring: Complete Guide For Freshers

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Lead tracking: what it is, how to activate it on your website and why use this functionality.

Lead Tracking allows you to monitor 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 monitor visits and actions taken by contacts on a website and content assets such as emails.

It makes it possible to customize offers, segment leads and optimize the work of marketing and sales teams.

Understanding the behavior of your audience is essential for the success of any marketing and sales strategy.

If before it was necessary to do extensive, time-consuming and expensive research to extract any information, no matter how simple, today there are digital resources that provide valuable data instantly.

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

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With this functionality, it is possible to understand in depth the interests of your website visitors and their 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.

What is Lead Tracking?

Lead tracking is an automation tool functionality that shows every step a visitor takes on your website. When this visitor performs a conversion, he becomes a lead and is identified, allowing for personalized marketing and sales approaches.

In general, lead tracking is used on the most important pages on a company’s website.

These include product demo pages and sales pages, which demonstrate clearer interest.

However, it is possible to install tracking codes in the places on the website that make the most business sense.

The approach can be more assertive when the salesperson knows what subjects the lead is interested in. In addition, Lead Tracking also shows which emails were opened by that prospect, which links they clicked on in those communications, and which other conversions they 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 purchased, it is possible to create triggers based on this new knowledge, accelerating and better directing the passing of the baton from marketing to sales.

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Why use Lead Tracking?

Monitoring your leads allows a greater understanding of their interests, at the moment they are in the buying journey.

If, after the first conversion, this lead comes back to your site only to read blog posts and rarely downloads any other educational material, then they are 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 forward in the funnel. In this case, however, this contact will be more personalized and more likely to be successful.

Lead Tracking allows, among other things, the configuration of triggers after a visit to strategic pages, a specific email opening or the download of a guide.

This can be done in conjunction with lead scoring when scoring actions within your website and other marketing assets.

Thus, the Lead can change segmentation during the journey, accelerating the process. See that all this is done in an automated way, after the first configuration is done in an aligned way by the Marketing and Sales teams.

Lead tracking is an important weapon in the search for predictable business growth, allowing you to focus on leads who are more prepared to buy!

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So, in summary, the main advantages of lead tracking are as follows:

1. Greater understanding of the lead moment
2. Allows you to segment better.
3. More specific sales approach
4. Customization of offers
5. Accelerate predictable business growth

How to use Lead Tracking

Lead Tracking is available in the Pro and Enterprise plans of HubSpot, to use it, simply insert 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 more 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 possibilities of automation, including lead tracking. It allows you to create landing pages with content offers, build email marketing flows to relate to leads until the moment of sale, and also analyze data in real time to optimize your campaigns.

In combination with HubSpot and CRM, the work of your marketing and sales teams will be more productive and efficient. They will buy time and will be able to generate better opportunities and make approaches that are more likely to be successful.

Start a 10-day trial right now, with no commitments! You will now be able to experience some of the most important features and understand how HubSpot can help your business grow.

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Lead Scoring:

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

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

Currently, the lead scoring method has become indispensable for those who work with Inbound Marketing and want 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 generate predictable growth, both marketing and sales teams plan, analyze, and take responsibility for the results together, identifying the actions that generate the most impact.

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With the HubSpot platform, as a leader in Marketing and Sales Automation in the US, you  will find the Lead Scoring functionality ready to configure.

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 indicates which leads are better or worse for your business, and which are more ready to buy (the 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. In short, the better this score, the more likely that lead will become a customer.

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

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Scores are determined by the 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 score each lead’s behavior 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 must build lead scoring together as part of the lead qualification process.

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Role in Lead Scoring Creation

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 answers 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 the 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 the lead scoring so that the highest scores are from the leads that fit the ICP.

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

Conclusion

Well, that’s it. We’ve got to the end of our article: What Is Lead Tracking And Lead Scoring: Complete Guide For Freshers.

We hope that you enjoyed reading this article and found some helpful advice from it.

Feel free to comment and share this post.
Thanks!!

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