Are the leads that you are seeking truly leading your company in the right direction?
Effective marketing campaigns are going to help your company stand out from the rest, plus you do not want to be looking for leads that will not translate to sales. The key is making sure you actually have people that are interested in your products and services.
- Tracking lead engagement over time is critical because this data gives the marketing and sales teams direction on where to focus more of their efforts. You need to follow potential customers through prospecting and sales cycles, nurturing them until they become paying customers.
- Data generated from lead engagement can help you to analyze future trends and gives you clarity around what may drive potential customers away.
- Not tracking a lead’s engagement successfully boils down to the complexity of tracking different metrics across multitude of channels, confusion over who is responsible for that, and using the wrong technology.
“Companies need a CRM that tracks a lead’s engagement over time to be able to measure true ROI.”