If you want to close leads, you need to be able to really speak to them, and by that, I mean your marketing and messaging should resonate with them and be truly relevant to them. One way to make that happen is by studying lead behavior. Yes…it sounds like a very scientific, methodical process that will probably take hours to accomplish–something that a busy MSP will have no time for. But, the facts are–it is absolutely essential and there are tools that do it for you, so you can focus on clients, while these tools work on creating a lead profile for you. Lead tracking tools, that are integrated with your website, have a lot to offer in this aspect. 

When your leads interact with your business online, they leave ‘Digital Footprints’. These footprints can tell where exactly they went, what they looked at, etc. Lead tracking tools analyze the ‘Digital Footprint’ of leads and help you improve the effectiveness of your sales and marketing voice. These tools track your lead’s interactions with your marketing and sales materials and help you understand them better. For example, someone came to your website and spent 10 minutes on your Cloud Services page, and then, they went on to fill a form on your landing page to download that whitepaper about cloud services. What does this mean? They are obviously interested in cloud services and when you reach out to them, you know what you should be focusing on.

Another advantage of getting a lead tracking tool is, it can help you fine-tune your marketing and sales messaging, including your web content. For example, let’s say, you notice that a lot of leads click on the link to cloud services on your website that you put up on your social media post, or email. But, you are not getting as many form fills, or they all navigated away almost instantly. This hints at something being wrong with your content. Perhaps it was not captivating enough for your leads to linger around on your website, or to fill a form to learn more about your services. 

With lead tracking tools in place, your leads become individuals, not just another name in your contact list. It makes your marketing efforts more productive, by using powerful lead tracking capabilities to answer the ‘Who, What, When and Why’ of lead behavior and gain a competitive edge in the market.