Website lead tracking is the process of collecting and analyzing a lead’s website interactions, then performing specialized marketing activities based on these interactions. Website lead tracking is a part of lead tracking that assists sales and marketing teams in measuring the performance of their lead generation efforts. Website lead tracking enables sales and marketing teams to analyze and perform lead nurturing techniques on an individual lead such as website personalization or triggered email marketing. In addition, leads from the same company can be combined in order to view website interactions on a company-wide level. This allows sales and marketing teams to analyze a company’s aggregated website interactions to see if there any signals of purchase intent. Website lead tracking can be carried out by browser cookies and/or IP-based website tracking methods. Both of these methods have their strengths and weaknesses. To combat these weaknesses, these two lead tracking methods are the most robust when used together.
When a visitor views a website, lead tracking scripts will create a browser cookie on the visitor’s browser that tied to a record in a CRM tool or marketing automation tool. This creates an anonymous lead. Anonymous leads are website visitors that do not have personally identifiable information attached to their lead record in a CRM and/or marketing automation tool. The information that can be attached an anonymous lead record are page views and other website interactions such as video views. If the anonymous lead fills out a form, the anonymous lead record turns into a known lead record. During this conversion, personally identifiable information is added to the record with website page views and other website interaction data.
Browser cookie-based website lead tracking has limitations. Browser cookies can be cleared and even blocked depending on the lead’s browsing preferences. Also, people use different devices depending on if they are at their office, home, coffee shop, etc. Since browser cookies are tied to a single browser, browser cookies are not easily transferred to browsers on different devices. Because there could different browser cookies for the same user, sales and marketing teams could not getting a full picture when analyzing a visitor’s interactions.
Known leads are website visitors that have filled out a form, identified themselves and, therefore has a browser cookie tied to their lead record in a CRM and/or marketing automation tool. With known leads, sales and marketing teams can execute strategic lead nurturing activities. For example, sales and marketing teams can send personalized emails and prospect leads based on a known lead’s interactions and activity. For example, if a known lead is visiting pages surrounding a certain solution, marketing teams might want to send a personalized email with a case study surrounding this solution. Also, sales reps may want to reach out with a webinar or consultation.
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