How to Track and Market to New Leads

track and market to new leads
Laura Kennedy
Laura Kennedy, Managing Partner, Circle Management Group

Lead tracking is a crucial part of everyday business activity. Having accurate and detailed marketing information can ensure you know where your business is doing well. On the flip side, it can determine where your business may be falling short.

Are you using the right tools to track, market to, and follow up with leads? What capabilities already exist in the tools you have, and where might you need further help? At Circle Management Group, we can fully analyze your lead-tracking strategies and software and provide solutions for the future. So now is the right time for a Tech Stack Audit from Circle Management Group!

What Are Marketing Leads?

In marketing, there are many individuals and organizations who come within the ambit of a particular marketing scheme. A marketing lead refers to any of these people or groups who have interacted with your brand in a way that makes them a ‘prospect’ i.e. a potential customer. For example, a lead may be someone that downloads your trial software, visits your store, or submits an email address for further communication.

Marketers are generally most interested in ‘marketing qualified leads’ or MQLs, where a potential consumer has shown a satisfactory level of interest. MQLs are considered so because a potential customer voluntarily engages with a business after a specific marketing strategy. A few examples include:

  • Filling in online forms
  • Submitting a phone number or email address
  • Interacting on social media
  • Signing up for a webinar
  • Using software demos

What Is Lead Generation?

Now that you know what marketing leads are, it is essential to discuss the process of generating them. Lead generation is all about attracting prospects and turning them into paying customers. Successful businesses use unique and individualized marketing schemes to get prospects naturally involved with their brand. Those who work in lead generation constantly look outside the box for new ways to convert potentials into payers.

As you can see – lead generation is fundamental to any business’s marketing scheme. It allows you to discover how exactly your business generates sales. Without lead generation, it isn’t easy to deduce how your business attracts new customers and clients. For example, you may assume leads are coming from an online marketing scheme when, in reality, they’re coming from in-person workshops.

By focusing on what your business is doing well, you can hone in on that to maximize budget and overall company success. Further, lead generation can help you forecast the future for your business. For example, if you receive 10 new leads each month from print ads and convert half of these into customers, you can better gauge your potential future sales.

Why Tracking Marketing Leads Can Be Challenging

With the myriad forms of communication available today, it is becoming increasingly difficult to track. For example, if you use a mixture of phone calls, live chats, and online forms, you may need help deciphering which is attracting your prospects the best. New tools such as Google Analytics can be of assistance in tracking your marketing and leads. However, even with digitized details, you may still need full visibility of your marketing successes. Prospects go through various stages when checking out a business. These stages often relate to multiple touchpoints, leaving muddled and indecipherable data.

With 37% of marketers stating that one of their biggest challenges is generating high-quality leads, there is no doubt this is a challenging feat. However, one of the best ways to ensure you’re conducting high-quality lead generation is by using the right tools and strategies. So how do you know if you’re using the right tools and strategies to track and market new leads? This is where Circle Management Group can help you.

How Do I Effectively Track My Marketing Leads?

We’ll provide a few tips that can assist in tracking your marketing leads.

Automated Marketing Attribution

One of the best ways to track your leads and interactions is through automatic marketing attribution. Using a marketing attribution tool, you can link the marketing touchpoint to the profit and do so many times for all your marketing points!

Marketing attribution tools are becoming increasingly popular with marketers worldwide due to the rise of new and unique marketing tactics. With many new tools floating around on the market, you may wonder which is best for you. At Circle Management Group, we can conduct a Tech Stack Audit to ensure you’re using the right tools to track your leads. We advise on and implement technologies to provide a customized solution for your business.

If attribution doesn’t sound like the right tool for you, don’t worry. Below, we’ll outline a few more tips and tricks to track your marketing leads.

Call Tracking

Call tracking may be your solution if you acquire many of your marketing leads through phone calls. There are a few reasons why call tracking is effective in tracking leads:

  • Research suggests that around 90% of customer interactions occur over the phone. Call tracking, therefore, gives you access to a vast amount of consumer information.
  • Having a one-on-one phone conversation with a lead allows you to gauge whether the client or customer is a qualified lead. Speaking directly to a lead provides information that otherwise would not be gathered through forms or surveys.
  • Call tracking can be integrated with other handy platforms and tools such as Google Analytics or Ads. At CMG, we can incorporate whatever combination of strategies and tools is necessary for your business.

Customer Relationship Management (CRM)

CRM can be used for all sorts of valuable business information (and get this), lead tracking too! Your CRM can give you detailed information about every step of your marketing touchpoints and leads. You can use your CRM to:

  • Manage all of your leads in one place
  • Analyze each prospect to determine when they became a customer
  • Integrate with other handy tools and marketing platforms

There are many practical tips we have for efficient lead tracking, including:

  • Identifying your lead tracking challenges at the get-go
  • Qualifying your leads from the beginning
  • Aligning your sales and marketing teams to generate leads together

Get in Contact with Circle Management Group Today!

At Circle Management Group, we can put these strategies into practice through a complete analysis of your company’s tools and strategies. We assess the capabilities of tools you already have and provide solutions for the future.

Get in contact with us today for your full Tech Stack Audit.