No Lead Left Behind

Where Does Passive Web Tracking Fit in Lead Management?

Do you like cookies?  With milk perhaps?  Even if you don’t, most people get cookies everyday…dropped on their computers based on where they go on the internet.  Pending legislation in congress notwithstanding, dropping cookies plays an important role in how Lead Management professionals track product/service interest and how far along prospects are in the purchase process.

Although the use of cookies (also known as “passive web tracking”) is a powerful tool in assessing sales lead status, it should be used carefully.  Arming the sales organization with this specific info is dangerous…to an untrained sales person, contacting a prospect and saying “saw you on our website” certainly escalates the “creep” factor.  On the other hand, using it to trigger further communiqués and as part of statistical analysis to refine lead scoring is an important component of any Lead Management and Lead Nurturing solution.

JT McDonald,
President, MarketNet Services, LLC

More on lead nurturing:  http://www.marketnetservices.com/solutions/lead-nurturing.aspx