track leads via CRM

We’ve already talked about how to leverage your CRM data to use it efficiently. But we haven’t discussed how to trace this data and transform it into practical material to use for digital marketing. So, as part of our CRM series, today we will talk about how to track leads generated from CRM.

If you’re new and you haven’t started reading our articles, you can do it here!

The first step is collecting the data

There are different ways to track user data that comes from your website but that’s addressed via other sales sources, like call centers or CRM. Some examples include using tracking links, call tracking services or lead tracking software.

The goal of using these methods is to know which sources the data is coming from in order to store the information and, afterwards, attribute the leads and revenue to the correct channels.

Since the data you’re working with probably come from multiple sources, the most common way to integrate them is by using a business intelligence platform. This will allow you to store and centralize all the information obtained.

Tracking and analyzing the information

Lead tracking helps you follow the user’s journey to the final purchase. The process consists of creating a specific tracking tag to trace the user’s information and attribute the lead.

Call tracking software, on the other hand, uses a tracking number that is placed on websites or landing pages in order to track phone calls.

This method allows you to assign tracking numbers to specific sources, making it possible for you to add various numbers, one per channel. This way, you can attribute phone call leads and the revenue generated to specific channels.

There are also some other, more sophisticated options, like visitor level call tracking systems. These tools capture all the elements that take part in the interactions between your audience and your website, from different channels to specific keywords. It provides you with a clear overview of your user’s full digital path to the call, tracking your leads at a source, channel and keyword level.

Dealing with potential challenges

Some of the challenges you might face in this process can be quite diverse. The most common issue that you can experience is a data mismatch between different sources.

However, you need to keep in mind that the process of tracking leads involves different departments. Therefore, any issue that might come up can happen in any of these areas, like Marketing, IT, Data and Product departments.

Nonetheless, having these tracking tools is crucial for companies to leverage their CRM data. Tracking leads via phone calls or CRM allow brands and marketers to extract insights that can be really valuable.

Implementing the tracking system

Using these tracking tools can be extremely beneficial for your overall marketing strategy. As an example, we recently helped one of our clients that originally was only using online forms to track their sales activity.

Apart from their website sales, this company had a good amount of users that were also purchasing their products via phone calls. However, they didn’t have any system to track them and measure their results properly. That’s why we considered that implementing a call tracking system was a crucial step to trace their leads and revenue coming from their phone calls.

The results were extremely positive. Thanks to this decision, the company now has higher quality information about their clients and leads. This data can be used later to optimize their strategy, launch personalized campaigns and obtain better results. But, most importantly, they can now know how much revenue they generate via phone calls.

Maximizing your revenue

Call tracking services can be extremely useful assets for brands to have as they close the gap between online and offline marketing and link both activities together.

So, if you want to maximize your revenue and generate more leads, using these systems to track leads will surely help you since they will allow you to attribute leads correctly, extract valuable insights, optimize your strategy and, eventually, improve your CAC and ROI.

How can I track leads generated via call centers?

You can use call tracking softwares to track the leads that have been generated via phone calls. If you want to have a more detailed vision of the journey the leads have made prior to the call, call tracking systems that operate at a visitor level are a good option.

What issues may arise when tracking leads via CRM?

Lead tracking involves several areas like marketing, IT or data, so any issue can potentially arise in any of them. However, the most common issue is data mismatch between various data sources.