The PrintTek Marketers Guide Volume 1: Capturing and Tracking Leads
Understanding who is interacting with your marketing assets, which assets they are interacting with, and if they are qualified, actionable leads is imperative to the success of any marketing team.
As marketers we understand that people are interacting with our marketing but many times we don’t have clarity on who is interacting with our marketing assets or which ones are the most effective. When someone checks out your company by looking at your website, visiting a landing page, or clicking one of your ads they are considered an “anonymous” lead.
Having interaction with marketing pieces is a wonderful thing. We want people to gain a better understanding of what we do as a company, what products we are offering, and how we can help meet their needs. Today it is important in marketing to go beyond the initial level of interaction and build real relationships with potential customers. In order to build real relationships with potential customers we need to have knowledge of who those customers are. Knowing things like what pages they viewed, how long they spent on those pages, and what resources they downloaded, provide insight as to what products they are interested in and what their problems might be.
Most website platforms available today begin to answer the problem of data gathering. If tracking is enabled on your site it will add a unique “cookie” to each visitor that reaches your web pages. A cookie is simply a small piece of data sent from a website and stored on the user’s computer by the user’s web browser. This is essentially a label that lets your site know who is a new user and who is a returning user. Additionally, your site will track web page visits, referrer (where the anonymous visitor came from), links clicked, assets requested, and IP address. All of this information is extremely useful to the savvy marketer, however, without being able to link the gathered information to a name it is difficult to build a real relationship with the lead.
Marketing automation platforms solve this issue. These platforms tie the anonymous information that your site has been tracking to each individual leads name. Once the anonymous visitor decides to fill out a web form or click a link in one of your emails, they will become a known lead. All of the tracked information from when they were anonymous will then be attributed to the known lead, merging the anonymous information with your new named lead record. This is where the information becomes so useful because it allows marketing and sales to engage with leads in ways that are relevant to them and begin building real relationships.
You now have a history of the leads page views and interaction with your marketing assets. You can speak to them about their interests and suggest solutions to their pain points. Interacting with a lead in ways that are relevant makes a huge impact and helps you stand out from your competitors, especially when they are just sending mass emails and hoping somebody responds. You can target your marketing to who your potential customers are and speak to their individual needs. This results in a personal relationship and much more effective marketing that drives real results!
This is a very sophisticated and powerful process that when executed and managed properly can take your marketing efforts to the next level.