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Monitoring potential customers closely is essential for business growth, and tracking leads is an important step when investing in any online campaigns. In this blog, we'll explore five effective lead-tracking methods to help you better understand your website visitors, boost your marketing efforts, and enhance overall business performance.
What is lead tracking?
Lead tracking involves monitoring and recording the interactions of potential customers with your online content, products, or services. Tracking your website leads helps you evaluate the different channels and how your potential clients use them.
It typically includes tracing their activities, such as page visits, form submissions, downloads, and other engagement metrics, to gain insights into their behaviour and preferences. This data helps businesses understand the effectiveness of their marketing strategies and enables them to tailor their approach to convert these leads into paying customers.
How to track leads
This Ruler Analytics' article reveals that while 95% of marketers claim to know their primary lead-generating channel, 27% specifically credit organic search for the majority of their leads. Luckily, technology has made tracking leads easier and more effective than before. First, let’s look into the benefits of utilising a CRM system to track your leads.
1. Implementing a Robust CRM System
A CRM system is really important for B2B companies that want to keep track of their leads. It not only consolidates customer data but also enables businesses to manage interactions, track leads, and nurture relationships.
With features such as lead scoring, pipeline management, and sales forecasting, a powerful CRM system can facilitate personalised interactions and targeted marketing strategies.
2. Utilising Conversion Tracking Tools
Leveraging conversion tracking tools, such as Google Analytics, allows businesses to monitor and analyse user interactions on their website. By setting up conversion goals and tracking specific actions, such as form submissions, downloads, or purchases, companies can gain comprehensive data on lead engagement and conversion rates.
This data, in turn, helps in assessing the effectiveness of marketing campaigns, optimising website performance, and refining the customer journey for enhanced lead generation.
3. Implementing UTM Parameters for Campaigns
Incorporating UTM (Urchin Tracking Module) parameters into marketing campaigns is a quick and practical way to monitor the effectiveness of various marketing channels in driving lead generation. Adding special UTM parameters to URLs helps businesses figure out which sources, campaigns and creatives are responsible for generating leads.
4. Call Tracking Software
Call tracking is a vital component in the process of lead tracking, particularly for B2B companies. It involves monitoring and analysing the incoming and outgoing calls related to marketing campaigns and customer inquiries.
Call tracking software records call data, including sources and caller behaviour, providing insights for optimising marketing strategies and boosting customer engagement. Integrating this software with CRM systems offers a holistic view of the customer journey, enabling personalised experiences and better customer satisfaction.
5. Creating Customised Landing Pages and Forms
Crafting tailored landing pages and forms with clear and compelling calls to action is a powerful strategy for capturing and tracking leads. By designing landing pages specific to different campaigns and target audiences, businesses can capture pertinent lead information and gain valuable insights into customer preferences.
Additionally, incorporating progressive profiling in forms enables businesses to collect incremental data with each subsequent interaction, gradually building comprehensive customer profiles for more personalised engagement and targeted marketing initiatives.
Get In Touch with Us
In the competitive world of B2B digital marketing, keeping a close eye on potential customers is crucial for growing your business and building lasting relationships. These five lead-tracking strategies can help you understand your website visitors and improve your marketing and business performance.
If you're interested in speaking with one of our analytics experts at Together Digital, we're happy to discuss how tracking leads can benefit your company and help implement some of the tracking strategies above that will help deliver better results from your marketing campaigns.
