Cost-Effective Lead ID for Small Businesses—Part of Our Core Marketing Solution

Lead ID shouldn’t be cost-prohibitive for small businesses—but that’s what most people think. While you can’t afford extremely pricey tools like ZoomInfo and probably will be underwhelmed by the results less expensive lead ID tools deliver, there are smarter, cost-effective options that infer or suggest visitor ID if you know how to leverage them with other tools, such as your CRM.

So, for example, every time you send out an email, your CRM will kick back a report that shows all the opens and click-thrus. According to the CRM, the click-thrus were actually on your site, but that’s not always the case.

More and more email service providers auto-scan all the links in an email to see if they are secure. If you have several buttons and links in your email, you can suspect an auto-scan is involved if every button and link was clicked on in quick succession.

So that’s the bad news. The good news is that a significant percentage of people that go to your website after opening an email (Constant Contact says it’s an additional 34%) are never picked up by the click-thru report—instead of clicking on a link, they copy and paste it into their browser’s address bar or right click on a button to get the URL and copy and paste it into the bar. The even better news is that there are secondary tools that will pick up and infer the identity of those visitors.

So, between the click-thrus in the report and the visitors picked up by the secondary tool, you now have a strong list of email-generated leads to follow up with.

All of this is included in our Core Marketing Solution for Very Small Businesses.

There are some CRMs, such as ActiveCampaign, that offer the additional advantage of notifying you whenever someone in your email list is on your website.

The bottom line is that if you are a very small business, lead ID is within your reach—it just takes a little strategy.

For a no cost discussion of your situation and how we can leverage metrics-based marketing to grow your business call 630-363-8081 or email jeanna@smartprcommunications.com. Find out more about Marketing Services for Technology Companies.