There are a number of factors that determine whether a potential prospect will convert into an opportunity or not. First and foremost thing is to craft a successful lead tracking procedure. Otherwise, the likelihood of losing out on good opportunities is quite high.
We can help you by highlighting the significant steps to build a robust lead gen tracking process.
1. Identify and define your leads: This basic criterion ensures who qualifies as a prospective lead. Buyer’s persona can be quantified based on considerations like job title, location, purchasing power and so on. Defining these attributes allows the sales representatives to focus their energies on the right kind of prospects, and to learn more about them.
2. Gather all lead-related data: Whether you’ve captured your prospect’s business card through your card scanner app or stored contact data on your contact management app, it’s time to clean this data and bring it to one single spot. CircleBack’s contact management app for iOS and Android devices allows you to connect with multiple networks and place all your contacts into a unified address book. The app helps you remove and merge duplicate contacts, assists with email signature capture, and updates and completes missing contact information. You can then export these clean and up-to-date contacts into your CRM system for analysis.
3. Analyze your data: Isolate the desired type of leads based on the attributes defined, and then categorize them according to the possibility of conversion. Establish a Predictive Lead Scoring System to delineate leads close to purchasing. Isolate the leads requiring immediate attention and separate those that can be dealt with later. Understand the behavior of the prospects and analyze their likes and dislikes, and how they progress through their purchasing journey. Then create a strategy to approach them.
4. Create a strategy: Align the sales and marketing teams to build a strategy and define their roles and responsibilities. Leads with a higher likelihood of conversion must be dealt with by experts without delay. The idea is to bring your hot lead’s attention back to your product and quickly make sales, as these leads are already interested and prepared to buy the product. The prospects that score low but look promising need further nurturing to develop interest and engagement. Begin by seeking their attention.
5. Grab the attention of your prospects: Attract prospects to your webpage using personalized content and make sure your landing page can retain buyers’ interest in your product. Else, they are unlikely to return. Keep offering something of value to your warm prospects- an ebook, whitepaper, a checklist or an infographic. Also, keep a tab on anonymous visitors who visit your webpage, and pull their history to see if they can be the potential buyers and if they are, simply follow the same process. Finally, follow up.
6. Follow-Up: Establish standard follow-up processes and guidelines for your sales team for both the prospects and the clients. This helps businesses build a rapport with current customers and prospects. This also provides some real insights into the prospects’ buying decisions and their preferences. Additionally, set up a rule to respond to the lead queries within 48 hours. This helps create a positive company image and keeps your prospects and leads engaged.
Some lead tracking apps like Salesforce, Zoho, Apptivo, and others can help ensure that the best practices are followed.
To sum up, for an effective lead tracking, it is important to initially describe the attributes of your prospective leads and segregate and categorize prospects accordingly. Gather related data and establish a Predictive Lead Scoring system. Then create a strategy to deal with hot, warm and cold leads and implement the same. Finally, lay down a follow-up procedure, and maintain and nurture a relationship with prospects and clients. This, when followed earnestly, can have a direct and positive impact on your lead gen efforts improving the bottom-line.