Activity-Based Lead Reports: Making sure increased intelligence leads to smarter follow up
Marketers have always walked a thin line between collecting as much information about a lead as possible and asking for so much that it scares them away. While nobody wants to incur high drop off rates for their assets, marketers struggle to learn as much as possible about users who are interested in their content. Recently, this struggle has eased a little as online lead generation moves away from information collection and more toward activity monitoring.
Activity monitoring allows marketers to make use of a “show, don’t tell” approach, where rather than relying on a lead to provide data about themselves, information is gathered though watching the real time behavior of the lead. Most marketers find that knowing that a particular user has recently looked at a high volume of assets around a given topic is far more valuable than that user’s answer to a question about whether or not there is a project in place.
But as with any new technology, as certain challenges are alleviated, new ones appear in its place. While marketers are very familiar with how to bucket leads into categories based on answers to custom questions, dealing with the intricacies of an activity-based approach to lead prioritization is a new frontier. Smaller companies are often better equipped to make qualitative decisions about each lead on a case-by-case basis; larger companies are dependent on CRM tools and quantitative scoring methods. This is where it becomes extremely important for marketers to work with their lead generation vendor to come up with the best possible methods for using this new kind of data. Because a good leads is only as good as the follow up process.
A great additional resource that explores this topic in more depth is: How to Capitalize on Highly Active Leads from TechTarget