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How Lead Generation Software Helps Your Sales Team

By: SmallBizClub


Knowing your customers is key to an effective and successful business. Being able to engage with them and let them know what is new or what offers are available makes the process of supply and demand far more personable. But in the age of new media and technology, this can be hard, because your shopfront is virtual, and your customer base largely anonymous, until they have made a purchase. Even if you know your customer base, the methods by which you are interacting with them and the success of those methods can be a bit of a mystery.

Regardless of what it is you are selling or marketing online, it is difficult to assess how your customers connect with a website, beyond numbers of followers on social media, or daily hits on a website. There are factors to consider and analyse that would be more useful to a business that wishes to create a good customer experience.
Website design and layout is crucial in the modern marketplace to help companies stand out in a globalized crowd. Striking graphics, well presented and concise content are all important qualities in a website, but until recently, seeing which areas of a website are being viewed most frequently has been problematic. 
Lead Generation Software
Lead generation is the process whereby marketing departments and companies attract the public and encourage them to buy their products. This has become an important industry in its own right with many different types of lead generation software that helps with both targeting customers, and keeping those customers.
By using lead generation software such as IP tracking software, it is possible to identify which pages customers visited and where they ended their visit. This allows for reassessment of certain aspects of web content that could be revised, made more accessible or dispensed with completely.
This kind of software not only helps to identify where a website or online purchasing process is failing, but also where it succeeds. Being able to target pages that receive the most traffic can help establish what is most useful or desirable for current and future customers. Content that performs well can be utilized in other areas, particularly social media outlets. Social media has been proven to improve company profiles, and has a clear impact on the fiscal success of a company as well as being an invaluable promotional tool.
Know Your Customer
Identifying who your customers are is a useful but potentially tricky process. Lead generation software does allow access to customers’ personal contact details, but these should be used judiciously. If a customer has expressed an interest in a product, or if they are dissatisfied with a particular part of the service provided, then these details can be used to contact them to either deal with a grievance, or to follow up on a previous enquiry, known as ‘warm calling.’ However, these details are often used for unsolicited communications that can damage a company profile, so it is important to assess the circumstances in which the information is used.
That being said, it is an invaluable resource that saves time and energy when compiling customer information. Previously it was necessary to utilize several different streams of information to analyse customer trends, but lead generation software which uses inbound marketing features has revolutionized a marketing department’s job, and allows it to more effectively communicate with the sales team, and clients. Many companies still use website and email analysis and customer databases to target their audience, but it is now possible to achieve all of these with one piece of software, without having to constantly cross reference different streams of information.
As well as identifying customer base and ROI (return on investment), lead generation software can also help monitor and facilitate B2B (business to business) transactions. These occur between businesses that work together, for example manufacturers to wholesalers or retailers. Analysis of these help to establish whether these B2B transactions are cost and time effective, and allows for information sharing to help expand the remit of a business, for example, giving customers access to repair companies or spare parts and giving manufacturers an idea as to where their products are being sold, and to whom, in order to maintain and develop marketing strategies.
Author: John Hinds writes for technology sites such as Lead Forensics
Published: April 28, 2015

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