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From a Mouse Click to a Lead
April 20, 2007
Technology allows you to track how prospects move on your site
By Rebecca Aronauer
For all the money companies invest in their Web sites, it's frustrating that figuring out how prospects use them is nearly impossible. SalesGenius, an e-mail marketing and Web-watching service, takes the mystery out of what happens online by allowing sales reps to track prospects' activity on their site in real time.
Users sign up for a SalesGenius account with a corporate e-mail address and provide the URL they want tracked (the corporate Web site is unaffected). By sending an e-mail through SalesGenius, which can sync to Outlook and has optional preformatted e-mails, the Genius Tracker instantly notes when the prospect opens the e-mail pitch and whether they go on to visit the Web site. It also records the pages they click through and how long they stay there. The Web-based service requires no IT help or programming. "We do all the work on the Web site; all the user does is address the e-mail," says David Thompson, the founder and CEO of SalesGenius, based in San Mateo, Calif.
Genius Interactive comes with a chat widget, which lets prospects chat with sales reps through the reps' Web site. Sales reps can also personalize the Web site to the prospect by leaving a note that appears only for them on the site. "You used to stick post-its in catalogues. Now you can do it online," Thompson says.
Being able to track prospects' interest proved to be a boon to WebEx. The Web communications company recognized that one of its prospects, despite never replying to an e-mail campaign, was interested based on its activity online. A WebEx rep followed up on the e-mail, knowing the prospect was at least curious about the company's products and ended up securing a $27,000 deal according to Dave DeMink, the national sales manager for the Rancho Cordova, Calif.-based company.
"Using SalesGenius allows us to take the efficiency to a whole new level because we can follow through on some leads who didn't call us, but did click through the e-mail and poked around our site," DeMink says. With SalesGenius, DeMink's team can make informed follow-up calls. "It's a whole new way of looking at particular prospects," he says. "It lets me look inside the head of prospects." —Rebecca Aronauer
Sales & Marketing Management Magazine
This article is brought to you by Sales & Marketing Management, the leading authority for executives in the sales and marketing field.
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