The Relationship between Lead Tracking and Lead Scoring

The Relationship between Lead Tracking and Lead Scoring Lead management is a very complex process. It involves four sets of activities that are all interrelated: lead tracking, lead scoring, lead distribution and lead nurturing. All of these start from lead tracking, and all of them have a relationship with that step. Let us discuss here how lead tracking is helpful for lead scoring. How the Process of Lead Tracking Is Done Lead tracking is the process of watching your prospects’ response to your marketing techniques. Are they responsive? Do they ignore your mails without even inquiring as to how it might interest them? All of these questions are answered during the lead tracking process. Lead tracking takes place right away after the marketing mail is sent. Marketers then wait for responses from any of the people the mails were sent to. If someone responds with an inquiry or actually buys the product, he or she is placed on the list for people who are interested in the offer and people who are likely to make a positive reception of the next advertising mail. Lead tracking can be done manually using an electronic spreadsheet, but most businesses nowadays prefer to use lead tracking software because it is very convenient and does not require any upgrades or changes if the business eventually grows in size. The Information in Lead Tracking Leads to Scoring and Prioritization We all know that lead scoring is the process of ranking leads according to their likeliness to purchase your product or service. The rank or score of a prospect determines what action the marketer will do next with respect to that lead. That’s where the information from lead tracking comes in. This is how sales leads are prioritized:  If a lead responds with an inquiry to the advertisement, he or she can be considered as potential clients and will be assigned a score as such. Sales agents would be instructed to follow up quickly on this lead if he or she will be ultimately interested in buying the product. An unresponsive lead after a first-time mail would receive a score that will signify that he needs a bit more pushing until he buys the product. He or she is then assigned to sales agents tasked with follow-up advertising mails. A lead that purchases the product will then be placed on a list of potential buyers of upcoming products and offerings. Agents assigned to new products will have this lead on their list.



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A lead that has not responded to many mails is scored as “dead” and unlikely to be interested in further offerings. Depending on the company, this lead may be dropped from the list.



The bottom line here is, lead tracking is instrumental to the scoring. It provides lead scorers the information they need about the responsiveness or unresponsiveness of a certain prospect so that they can be assigned the appropriate priority and be accorded the needed action. The Lead Tracking Software Does Wonders to Lead Scoring Given their relationship, lead tracking programs are also useful to lead scoring. Benefits include:  Information is processed faster and sent quickly to assigned personnel. Lead tracking programs automatically assigns a lead score to any prospect. All a marketer has to do is call up a list categorized according to lead ranking and proceed with lead distribution. Status information pertaining to the lead can be easily queried and updated. There’s no need anymore to look up individual files manually and assign them to the appropriate agent. Assessment of marketing and lead management efforts can be done expeditiously, efficiently and at less cost.



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