Marketers rely on both web analytics and call tracking solutions to effectively track and record marketing campaign performance. The reports provided by these tools help marketers effectively analyze campaign performance, evolve activities and reallocate budgets to improve lead volume and quality.
From a sales perspective, these reports also are extremely valuable because they encourage the sales team to more effectively prioritize leads and customize pitches, which in turn helps to convert new customers and drive business growth.
Therefore, it is important that marketers provide this information to their sales departments, either by sharing access to tracking-tool dashboards or integrating these reports directly into CRM solutions.
Following are four tracking reports that, when shared with sales teams, can improve their ability to convert leads to customers:
1. Lead Source
Different marketing campaigns use different messaging, offers and calls to action. By tying a lead to a specific source (i.e. PPC, email, print advertisement, or billboard), you can show sales what motivated the prospect to convert into a lead. This information can then be integrated directly into sales pitches and follow-up communications.
In addition, if the lead source is a search engine, the keyword searched will also help sales professionals understand the specific need that brought in the lead.
2. Website Activity / Conversion Page
The pages a lead visits on your website — and particularly the conversion page — give sales professionals a good understanding of the topics the prospect is interested in, what messaging resonated, and what call-to-action motivated him or her.
Again, sales professionals can use this information to better structure sales pitches to more effectively satisfy the prospect’s needs.
3. Lead Details
The information offered by the lead, either via a web form or over the phone, is some of the most useful to sales professionals. Since the information comes directly from the lead, there is little guesswork or analysis needed to effectively tailor a sales pitch.
It’s important that your lead forms ask targeted questions, but without asking for so much information that leads are hesitant to complete it.
For phone conversions, make sure that your voicemail message asks the caller for exactly what you want to know, for example: name, phone number, reason for calling and best time to reach you. If you have inside sales representatives or customer service professionals answering incoming phone calls, you may also consider recording calls for future review.
4. Repeat Conversions
Each time a prospect completes a web form, downloads another piece of content or places additional phone calls, the hotter the lead.
By integrating your web analytics and call tracking solutions into your CRM software, you can accurately note when a lead re-converts, which further helps sales to prioritize follow-up communications, and ensure that motivated prospects get the highest level of attention.
How are you using marketing campaign tracking reports to support sales initiatives?
Tags: Call Tracking, Integration, Marketing, sales, web analytics
