Marketers – how to identify your most valuable leads

There are various reasons why identifying your most valuable leads is crucial for your business.

One of the most important is that it provides you with a clear picture of which areas in your business are driving the highest levels of engagement. As well as this, it can help you be more aware of which customers are likely to convert to a sale.

Therefore, finding your most valuable leads is essential for your business, and in this article, you’ll learn exactly how to do it using expert call tracking UK software.

What are valuable business leads?

Valuable leads in your business are customers who are showing a strong interest in your products or services, and are engaging with your marketing in a promising manner.

Every customer journey can be unique, and has the potential to form in many different ways. The vital trick is to identify which of these customers are likely to delve into your marketing and become hooked on the prospect of a purchase.

Generating these leads is pivotal to the success of your business, as when customer engagement is increased across your marketing, the more your sales will also rise.

The effectiveness of your lead generation is all dependent on how you structure and execute your marketing efforts. With the right approach, you can know exactly how to boost the leads across all your marketing channels.

But first, you need to know how to identify them.

How do you identify your most valuable business leads?

Identifying your most valuable leads can be complex, but using business tools like call tracking can significantly improve the process. Here’s how it’s done:

  1. Use call tracking to establish customer journeys

To best identify your most valuable business leads you’ll want to establish the complete journeys of all your customers. This is achieved using call tracking.

Call tracking software enables you to track and analyse various aspects of customer calls. Included in this analysis are detailed insights and reports which can help you create customer journey maps for every caller.

The data will help you see all the touchpoints visited by a customer throughout their journey, including those interacted with before, during, and after they made a call.

This is essential for providing a clear picture of customer engagement across your entire marketing. You’ll see the number of leads generated from each area of your marketing, as well as how quickly each customer funnels through the touchpoints in their journey.

Using this data, you can very easily spot your most valuable leads. They can be:

  • Customers who interact with a touchpoint in a certain way – such as filling out a form or answering a survey – which implies they’re highly interested in your business and want to know more.
  • Customers who are shown to quickly funnel through the touchpoints, showing they’re hooked in and flowing quickly towards the sale point.
  • Customers coming through a specific marketing channel or campaign, which most often generates the highest number of sales, so it can be implied these customers are more likely to do the same.
  • Customers who make a phone call, as having a direct form of contact with your business can usually imply a strong interest in exploring your services or products.

With well-constructed customer journey maps created using call tracking, you’ll be able to effectively spot your most valuable business leads as they journey through your marketing touchpoints.

2. Use speech analytics to analyse customer communication

One feature that can be incorporated into your call tracking software is speech analytics, and this is perfect for helping you identify valuable leads.

Speech analytics will not only allow all your customer calls to be transcribed, but it will also pick up any important keywords mentioned in the phone conversation which are relevant to your business.

This is great for tracking valuable leads, as you’ll be able to thoroughly analyse conversations to gauge the interest of the prospective customers.

For example, the speech analytics might reveal how a customer is asking multiple questions about “how to make a purchase” and “how long the wait time is”. This would show a highly valuable lead that is on the verge of converting to a sale.

Also, you might find a large majority of customers coming from a specific channel or touchpoint are calling, and the analytics is showing strong signs of their intent to purchase.

With this data, you can then presume customers funnelling through those specific channels are more likely to become valuable leads, and you can monitor this area of your marketing to identify them better.

With expert call tracking software at your disposal, your business will not only be able to better identify leads, but also boost valuable enquiries across all areas of your marketing.

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