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Lead Tracking Leads B2B Marketers to Answers

How many leads did your marketing team generate last year? This simple question can be hard to answer for many B2B marketers because tracking leads is a complicated process, especially if you don’t have automated systems in place. However, being able to confidently answer this and other questions around marketing’s contribution to lead generation and revenue will:

  • insure company growth
  • justify increasing budget dollars for your marketing efforts
  • improve marketing’s lead generation effectiveness

B2B marketers need to utilize a system for lead tracking to answer these questions.

Let’s discuss what lead tracking is and how to get started, even if you’re a marketing “team” of one or two, or lack an automated lead tracking system.

What is lead tracking?

One of the most important responsibilities for a B2B marketer or marketing team is to generate leads. In its simplest form a lead is an individual who is interested in your product or service. And a simple lead management process is one where marketing generates a lead, then passes it over to the sales team who “close” the lead as either a won or lost sale.

Lead tracking is the ability to track each lead from initial inquiry via a marketing channel (online or offline) or campaign (digital ad, email, direct mail etc.) response through to a closed sale (won or lost).

This simple lead tracking and management process can get complicated very quickly. For example, is the lead located in a geographic area your company sells into, which sales person gets which leads, how does marketing hand off the lead information, and how does sales notify marketing of closing the sale. These are just some of the lead tracking details you typically need to work through. Read more

Looming EU Data Privacy Regs: Boom or Bust for US B2B Marketers?

If you’re a B2B marketer in the US you’re probably aware of the general trend toward more stringent data privacy regulations. But are you and your organization ready for the EU’s General Data Protection Regulation (GDPR) which goes into effect in May 2018 and applies to both B2C and B2B?

The GDPR applies to any B2B marketer who collects, stores, or uses identifying data (name, phone number, email address, IP address, etc.) about individuals in the EU. So if, like most B2B marketers, you have a database with EU prospects or customers, or use web forms, track web visitor behavior, send email campaigns, use third party lists, or exhibit at trade shows, then read on to learn more about the GDPR and why it could be a bust or boom for your marketing efforts.

GDPR Basics

The GDPR became law in 2016 and requires compliance as of May 25, 2018. The law applies to any entity, not just those based in the EU, so US firms need to understand the law now while there’s time to take the necessary actions. Some particular concerns for B2B marketers include: Read more