How to automate business lead analytics? July 14, 2010
I am trying to find a solution to a very crazy idea. My boss wants me to see if there is a way to track leads but somehow automate the results. An example of this would be someone fill out and online contact form and we receive an e-mail with not just the form itself but with all the information on how they got to the form.
Meaning that the email would show they came from a google search, then they clicked on our ad, then they went to one of our products page, then they clicked on contact, and finally filled out a form. We also are interested in tracking what happens after we receive the form meaning this program would keep track of who e-mailed the person back and if we sold anything to them after all that came before it. This I am assuming would have to have some kind of counter or interface to keep track of all the data coming in.
I have never heard of such a thing but since we can track website analytics maybe there is something out there already.
Yes, my company HubSpot offers this and it’s called closed loop marketing. When someone completes a form on your website you’ll get lead intelligence to show you which pages from your site they visited and for how long, and this data is paired with the form data. If you’re using Salesforce.com as your CRM then this data can synced up automatically and as you move that lead into the prospect, opportunity, and then customer phase you’ll be able to track conversion rates across each. I’ve linked to our HubSpot Marketer product page for more info.
I also put a link to our blog where you can read more about closed loop marketing and other inbound marketing specifics. Have fun!