January 13, 2020
The 2 engagement metrics everyone should be tracking
Not all leads are equally engaged
Generating a ton of leads is key to growing your business and increasing your revenue. The problem is that not all of your leads will be ready to buy at the same time. As a result, many businesses waste a lot of time pursuing leads that have little to no potential of turning into a paying customer.
Lead scoring helps to avoid that problem. It is a process that allows you to assign values to each lead based on data you are able to gather about them. Lead scoring is also the best way to uncover leads that will be the easiest to reach — and who have the highest potential of becoming paying customers. Lead scoring typically involves looking at 2 types of data sets:
- Demographic information such as company size and job title, typically collected via lead capture forms that you ask your visitors to complete; and
- Behaviors such as how your visitors are interacting with your communications.
In this article, we’ll show you how you can use Autopilot to determine just how engaged your contacts are when interacting with your website and emails.
How to stop wasting time on unengaged leads
This Tracking Email & Website Engagement journey allows you to assign scores to leads based on their interactions. By doing this, you’ll be able to identify uninterested leads so you can focus on reaching out to the highly engaged hot leads.
In tracking these hot leads’ interactions with your emails, you’ll be able to quickly identify when they last opened and clicked on a link in an email and to assign a score based on that activity. You might also want to give a higher lead score to leads who click through on high-value emails such as requests for demos compared to those who only open your emails. The same goes for tracking website engagement, as you’ll be able to timestamp and record your contacts’ website interactions, allowing you to determine how invested they are — and their likelihood of converting.
Using and tracking engagement tactics like these will help you improve your lead scoring intelligence so you can stop wasting time pursuing cold leads.