What Is Lead Tracking? A Short Guide to an Essential Business Tool

The marketing world has expanded. Gone are the days of static billboards and primitive direct marketing efforts – modern marketers make use of dozens of different platforms and channels to help get the message out about their product. From paid social advertisement that speaks to your customers in an intimate and personal way to SEO efforts that make you the first choice amongst thousands, the last few years have given marketers the ability to reach deeper into their audiences than ever before. 

But with all of these new avenues comes new complexity. More platforms means more data, which necessitates more time spent collating, analysing and interpreting in order to turn bits and bytes into value for your business. With most successful marketing campaigns relying on a multitude of platforms – and the average customer often touching a campaign multiple times before converting – it can be difficult manually determining what was the message that got the client over the line. 

This is crucial, as determining what a customer saw on their way to converting can inform future campaigns, helping you replicate success again and again. It’s more than just figuring out which straw broke the camel’s back – marketing in the 21st century is the work of multitudes, with each step in the customer journey as important as the last. So the question remains – how do we map a customer’s route to converting so we can make it happen elsewhere?

Enter lead tracking

Lead tracking is the solution. When properly implemented, lead tracking allows marketers to visualise with a degree of certainty the path individual customers take to purchasing, providing opportunities to intervene and nudge them towards a sale. Like footprints, lead tracking tells your marketing team who’s been where, for how long and doing what – this information is then fed back to your sales team, allowing them to tailor their approach to each individual prospect.

The specific mechanism can vary, but broadly lead tracking involves the gathering of touch-points – moments of interaction between your customers and your brand. A filled in contact form, a bounce from a landing page, a phone call to a service centre, a like on a social media post and a watch on a company video can all be factored into a company’s lead generation database, helping them figure out where their customers are and what they need to do to bring them here.  

Finding the right solution 

Lead tracking can differ significantly in implementation between companies. Fundamentally, lead tracking needs to support the platforms you use to reach your customers – otherwise it’s just another subscription. A common blind-spot amongst many lead tracking solutions is they limit themselves to digital communication, doing a great job of mapping movement across social media, search engines, email and the general web, but overlooking how so many people already communicate. 

With up to 60% of people preferring to call a small business before converting, any lead tracking software that overlooks phone leads isn’t a complete solution. 

At WildJar, we help you stay on top of your phone leads. Our platform provides advanced lead tracking tools to help you discover exactly what’s making your phone ring. Easy to implement and scalable as your organisation grows, WildJar delivers an end-to-end solution that plugs seamlessly into the rest of your market analytics, ensuring you know exactly what your customers are doing.

Book a demo today and find out why millions of businesses around the world use WildJar to help them zero in on their next sale.

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