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How to Market Based On Lead Tracking

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The wonderful world of lead tracking can be awe-inspiring and completely daunting at the same time. Lead tracking software can provide tons of info about your contacts, but how can you use all that info for marketing?

Timing Is (Almost) Everything

When did you last see your contact? Time matters. Depending on the date of their last action, market to them appropriately.

Below is an example of scheduling we have used for lead tracking at 9 Clouds, but keep in mind your own sales cycle. Some industries have a 30-day window, while others may take years to make a sale.

This Week

If you can, see what pages your contact viewed so that you can send them a personalized message via phone or email. That way, you can cut right to the chase and discuss the products they have been viewing.

Of course, you should also have remarketing ads running. Easily set them up on platforms such as Google, Facebook, or Adroll.

3 Months Ago

They are warm enough to keep contacting–just don’t let them slip away! Send these contacts an engaging piece of content, such as a new video, blog post, or interactive infographic. You will need something extra attractive to gain their attention again.

1 Year Ago

At this point, you have sent them emails and targeted ads, yet they just won’t budge. It’s time to leave them alone and let them come to you.

They are clearly aware of your company and the products or services you offer. Give them some space and see if they wander onto your site or interact on social media. If they do, send them product or company updates so that they can catch up on what they’ve been missing the past year.

2+ Years Ago

If you haven’t seen a particular contact in over two years, it might be time to break up with them. Send them a series of emails allowing them to either opt out of marketing communications or stay opted in. Regardless of their answer, you should have gained some updated tracking info. Obviously stop emailing those that opted out, but consider leaving them in your tracking system in case they return.

Those that do not respond at all can be deleted or marked as dormant contacts. This should help clean your data list so that you aren’t wasting effort marketing to the wrong contacts.

Actions Speak Louder than Words

What was your contact’s last interaction with your company? Perhaps they filled out a form for an eBook or retweeted a new product announcement. What they did matters just as much as the timing of their last action.

Forms

Filling out a form is one of the highest levels of interaction since they are taking the time and effort to give you their contact information.

Make sure they receive an email confirmation after they submit the form. Take it a step further and curate some content specific to their position or industry, then include that in a separate welcome email or piece of snail mail. Remember, they gave you their contact information, so they expect you to make them feel special.

Clicks

Website clicks and email clicks are crucial bits of info for lead tracking. If a contact has opened 5+ emails from you or viewed 10+ pages in one session, you need to follow up with them.

Through their actions, they are showing you their level of interest. They may not have filled out a form yet because they have commitment phobia, but they are practically begging you to reach out and help them through the sales funnel. Pay attention to frequency; otherwise, you could easily miss out on some quality leads.

Social Media

Commenting on a Facebook post or retweeting on Twitter are fairly easy things to do, which is why marketers tend to brush those interactions aside. And for the most part, those interactions do not require a follow-up.

However, that does not mean they should be ignored. Social media actions are more tertiary forms of lead tracking, but they can alert you about new leads or be a tipping-point factor when trying to close a lead.

Read their actions and connect the dots. If you don’t, you may never get your contacts to convert into customers.


Lead tracking provides oodles of information. Make the most of that info by sorting it according to tracking dates and actions. Together, time and actions are key indicators of what contacts want and how you should communicate with them. Smart marketing uses these pieces of data and markets to the appropriate people at the appropriate time.

So before you hit send on those batches of emails today, make sure you have tailored your messages and send lists to the right leads. Every little piece of data helps.


Learn More About Data-Driven Marketing

Photo credit: Dean Hochman

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