However, knowing the profile and characteristics of your Persona is not enough to guarantee that your Digital Marketing actions and strategies will bring the expected results.
In this new scenario, it is necessary to understand how your Lead/Potential Customer navigates and interacts with your website, blog and content offerings. Lead Tracking is a feature offered by some Marketing Automation tools that allows you to monitor this behavior. In this article, we will discuss its importance for Information Technology (IT) companies and the benefits that this feature brings to their strategies.
Lead Tracking: Understanding the Concept
How does it work?
The benefits of Lead Tracking for IT companies:
Lead Tracking: Understanding the Concept
Before you start using the Lead Tracking feature for your IT company, it is important to understand the concept of this term.
Lead Tracking is a code installed on the pages and content of your website, including blogs and Landing Pages, which helps you track the interactions of each Lead step by step, from the moment of the first conversion.
With Lead Tracking, you can find out on which page the visitor became a Lead, what content they visited, the pages they visited, and all other movements the Lead had with the website. This way, you can have an overview of each individual's behavior on your website.
How does it work?
If you already have a Digital Marketing strategy for saudi arabia companies email list your IT company, it is important to know which content is generating the best results and which can be improved. With this solution, you can:
Identify the best conversion points
The best blog content regarding attraction and conversion
Interest in the services/products page
Opening and Clicks of emails sent by your company
Entry and evolution in nutrition flows
Change of stage in the Purchasing Journey
These are just some of the main points about how Lead Tracking works. With this feature, it is possible to take your Digital Marketing strategy to the next level.
The benefits of Lead Tracking for IT companies:
Can you tell which pages on your IT company's website attract the most visitors and generate Leads? Can you tell which path each Lead takes until reaching your company's product/service page? Can you tell which Landing Pages attract the most qualified Leads to your database?
These questions may seem extremely complex to answer, but only for those who do not have a Marketing Automation tool .
Through Lead Tracking, you can answer the questions above – and many more – ensuring an accurate view of Lead behavior on your website. Among the many benefits of Lead Tracking for IT companies, we can highlight the following:
Understanding the Buyer's Journey is the basis for offering content that generates conversions on your channels, especially for IT companies, where the cycle can be longer and more complex. With Lead Tracking, you can understand which pages attract the most Leads or which generate business opportunities, for example. This way, you can dedicate more time to improving your strategy, focusing on what generates results.
Knowing the content that interests your Lead is the best way to offer a personalized experience . Send emails with personalized content to your Lead according to their interests, pain points and needs at the purchasing stage.
Lead Tracking allows you to contact the Lead at the right time. This ensures more efficient contacts, increasing sales conversion.
All of the points highlighted allow for a reduction in the sales cycle. For B2B IT companies that deal with complex operations involving numerous stakeholders, being able to reduce the time taken to complete a purchase is a huge advantage for their results.
Through Lead Tracking, it is possible to regularly evaluate the Customer journey to assess what is bringing the best results, plan new experiences and content within the different stages of the sales funnel and efficiently guide the Lead until the sale is closed.
With more accurate actions, we can also talk about reducing customer acquisition costs (CAC) with a direct impact on your IT company's costs.