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Gillian
by Gillian
on July 30, 2013

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As a Chief Marketing Officer, it is your job to give your team every advantage that you can when it comes to acquiring leads and customers. Your team includes the marketing team, of course, but more broadly it also means effective management and integration with the sales side of your organization, no matter what your size. This type of leadership requires a lot of different pieces to be most effective, including innovation, communication, and the all-important data. One of the most important types of data you can and should collect falls under the umbrella of lead intelligence.

What is Lead Intelligence?

Generally speaking, lead intelligence can be classified as data about your incoming leads that will ultimately help your sales team close. As you might imagine, this can include a huge array of information, but some types of lead intelligence is going to be more effective and therefore more important than others.

The Most Important Types of Lead Intelligence to Collect

While in an ideal world, you would be able to collect tons of information and have all the time and resources you needed to sort, collate, staple, analyze, and otherwise assess your data, we know that’s not usually the case, so we’ve culled down the different types of lead intelligence out there so that you can use your time and resources wisely.

Page Views

One of your biggest sources for leads is likely visitors to your website, where potential customers will fill out a contact form or sign up for a mailing list. While this can be an effective way to collect names and contact info, it really doesn’t tell you that much about the lead, which is why you should also try to collect a little more intelligence. This includes, for example, page views. If you know what pages someone visited while they were on your site, you can get a much clearer view of what parts of your business interest them. Were they on your FAQ page to learn more about what you offer? Your rates page to find out about costs? This information can be invaluable to a sales person so that they know where to start when they pick up the phone or send off that email.

Email Marketing Efforts

We touched on this idea in a previous blog about consumer engagement but yes, it is that important. Your marketing and sales teams should be in communication about email marketing efforts. Sales needs to know when marketing is sending out their lead nurturing emails and what is connecting in those emails. Is the lead clicking on certain topics? Opening emails with certain headlines? This information can help making first (or second, or third) contact because the sales team then has the data they need to make smarter choices.

Lead Habits

In sales, timing can mean the difference between closing the deal and closing the door. Sales people need to know what their leads are doing and you have the power to tell them. At HubSpot, for instance, they have a system set up that notifies sellers when their lead is back on the site. A perfectly timed email when your company is on a lead’s mind can set them on the path towards a sale. Share this information with sellers and you’ll have a happy sales team.

How to Collect Lead Intelligence

There are a few ways to go about collecting lead intelligence, but by far the easiest is to enlist the services of a marketing company that can track this kind of data for you. Some popular management options include HubSpot, Optify, and Marketo. If budgets are too tight to invest in this type of management, you will just need to take advantage of those tools you already have, like Google Analytics, and do your best to collect and track data by hand. This can be time consuming, but if you get the right information to help you close a sale, maybe one day you’ll be able to afford a software solution.
As a Chief Marketing Officer, you probably have a lot on your plate. We’re not suggesting that you start collecting lead intelligence by hand (if you want to though, we won’t stop you). Instead, ManoByte thinks it’s important that you know about lead intelligence so you can make sure your team is collecting and using it correctly so that your whole business can thrive.


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