How to Track Leads (Convert Leads into Customers)


To convert leads to customers, one of the ways is very simple: track leads .

As in everyday life, for your romantic or friendly relationships to become solid, certain things are necessary, such as keeping in touch.


How long does it take until someone starts calling you “friend”? What are the things that need to happen for a first date to start turning into a long-term relationship?

It’s simple: you have to follow up with them, and by this we mean providing friendly details, asking these people about their things, and sending them special messages at special times.

Something similar happens when you follow up with your leads. Many companies have not understood this and have lost the opportunity for their leads to become customers.

What use would it be to have a sales process if your leads never become customers? It’s like all the work done came to nothing.

How to increase my sales with Content Marketing

Adapting the message to be sent depending on the stage the lead is in in the buying process is crucial for the sale to take place.

If you don’t congratulate a friend on their birthday, what do you think would happen? He will probably get very angry, because it was important that you congratulate him that day ; but in real life we ​​can wait to be forgiven for forgetting a date, but in the world of marketing this message is often crucial, so paying attention to this is important for your business.

The Inbound Marketing methodology suggests that we do not approach leads with the intention of selling, but rather approach with useful and relevant content for our audiences.

However, it will be useless to attract so many leads to our content if we are not going to make the sale; That is why the follow-up according to the aforementioned Inbound methodology is promoted once the visit becomes a contact, and it approaches the purchase decision and then becomes a promoter of the brand in question.

But, how do you get a visitor to leave you their data? There are certain elements or tools that will help you in this task, but first you must know what are the decision stages of a client:

Exploration: it is when your lead discovers the product or service you offer online, or not.

Knowledge: your leads already know everything there is to know about your brand, but it is up to you to make them understand that your product or service is exactly what they need.

Purchase: the purchase of the product is made and the lead becomes your customer.

So if you want to know how to convert leads into customers, read on.

Leads Inbound Vs. Leads Outbound

We think that to track your leads optimally, you need to understand that inbound leads are not the same as outbound leads.

Starting because the words “inbound” and “outbound” are definitely different, but they are also different in concept; So it should come as no surprise that inbound and outbound leads are very different.

Outbound Marketing focuses on the brand and the product, and its methodology mainly consists of showing the benefits and benefits of what is offered to the client.

On the other hand, Inbound Marketing seeks for customers to approach a brand after having seen interesting content from it.

While they can be similar in multiple ways, there are important differences marketers need to consider when planning campaigns.

So here we put a comparison for you to distinguish the importance of monitoring that we insist on doing so much:

Outbound leads are declining

People’s lifestyles have changed since the advent of the Internet, as have the way they make purchasing decisions.

For example, social media can greatly influence purchasing decisions. Before, only recommendations from friends or TV commercials could do it.

Therefore, to  as companies rely more on Inbound Marketing for leads, there are fewer outbound leads.

Also, the buying process is changing significantly as a result of our high-tech world, as we mentioned previously.

With millions of ads being found everywhere every day, consumers are better able to avoid them.

On the contrary, when they need something, they must surely look for a solution on the Internet that makes Inbound Marketing an ideal strategy option.

Inbound leads know more about your company than Outbound leads

With outbound leads, it should be assumed that the potential customer knows little or nothing about your company at the first point of contact, which means that your sales team must spend a great deal of time educating the potential customer.

On the other hand, inbound leads find your business because they want to know how to solve their problems.

They have probably already downloaded your content in ebook form, read your blog and have an idea of ​​what your brand is.

With inbound leads, marketers have a hard time convincing them that your brand is worthy with the quality content already offered.

Outbound leads are more expensive

Outbound leads cost 61% more on average than leads generated by Inbound Marketing campaigns, according to Hubspot studies .

This is probably one of the most important differences between outbound and inbound leads because, in addition to being higher quality inbound leads, they also help you get the most out of your budget.

Contact and follow-up strategies

To ensure that your ROI is as optimal as possible and that no leads escape you, we leave you some contact strategies that you can put into practice and then we will talk about the tools.

Immediacy in responses

To have everything cut short on time and to keep your investment careful, it is necessary to create a route of action when doing any type of lead monitoring strategy.

Sometimes opportunities only come once, and you need to be there to address any questions or concerns.

Data control

Sometimes, the data extracted online can have certain errors, so it is important that you have a good handling and control of your data in order to do a good follow-up of leads.

It is essential that you refine your list of leads from current customers and employees of your business.

You should also refine in terms of time, that is, at what point in the purchase process your leads are, as there is no better opportunity to send certain messages when this information is clear.

Lead scoring

The Lead Scoring is a technique based on scores, ie sales opportunities based on the value perceived is classified.

In this way, it is easier for your business to connect and follow up with leads that are really likely to convert.

Therefore, the higher the score received, the more prone the lead will be known to be.

To classify these sales opportunities, some attributes are used as a guide, such as:

Interest and knowledge.

Title at work.

Physical contact or online contact.

How big is the company you work for.

What is the product you are interested in.

Measure and analyze

Nothing better than learning from mistakes to optimize processes.

By evaluating and measuring what has been achieved so far, it will be easier to apply strategies that will actually work in the future.

Holding meetings with your team to find out what points to focus on would be great to get the desired results.

Lead tracking tools


Lead tracking doesn’t happen overnight. It takes a lot of planning and access to the right technology.

So we recommend using the items below to achieve success.

These elements will give your team an important idea where leads are coming from and how they connect with your brand.

UTM labels

If you don’t know what they are or how to use them, you’re missing out on a lot of valuable referral and campaign information.

UTM parameters can be added to any base URL to track where a lead finds your brand. This will help you understand what content converts and what content remains hidden.

Complete review of the conversion funnel

Your team should constantly do this as part of the testing and iteration process.

A full funnel review helps define where each of your sales and marketing assets is in the Buyer Journey.

If you don’t define your path / funnel / pipeline, you run the risk of closing too early or too late, which will only end in customer alienation


These handy visuals map out the Buyer Journey and any potential action the buyer may take.

With every attempt you make, the buyer may either interact or ignore your message, and therefore your team must plan their next move.

The flowchart should inform your Lead Scoring decisions, which are then informed by your lead tracking, which in turn affects the architecture of your future flowcharts.

Marketing automation software

Marketing automation tools add valuable engagement data and inform you about it.

These ideas will help you analyze your funnel, your Lead Scoring, and your lead tracking.

Many of these tools also have built-in flowcharts, funnel visualizations, and scoring tools to help your team manage more work from a single system.


Rather than using a flurry of spreadsheets and sticky notes to organize the sales process, CRM software will allow your team to keep track of all interactions with a prospect and automate repetitive tasks.

What are the essential elements for monitoring?

Definitely, to keep track of your leads, you must take these elements into account:

Landing Page

It is a page within your website whose objective is to obtain the desired data from your leads in exchange for something, it is usually a downloadable material such as an ebook, but you can be open to other ideas.


They are necessary within the landing page to collect the data from your leads that you need, such as name, email, etc. This is how we make the forms in Genwords:



As we explained, you must offer something in exchange for your leads leaving their data. This offer can come in the form of an ebook or webinar.



Calls to action are essential to give your leads a direction of what is the next step to take.

They should be aesthetically pleasing buttons and with a clear message of what you want your lead to do at that moment.

Tips for closing the sale

A true business follow-up makes the difference between actually making a sale or just staying for one more try.

To close the sale with the leads that were being followed up, it is essential that you have been applying Lead Nurturing ; For this reason, we invite you to read our complete article on the subject.

There are some business steps you can take to finalize the sale:

Step 1: Email

Remember that if your emails are personalized it is much better, since they generate six times more income than those that are not, according to recent studies by Hubspot.

Make reference to an element of your company that the client has downloaded after a greeting.

After presenting the case, take the opportunity to comment that you have carried out an investigation about their problem and that you have certain recommendations . In case you work with Marketing, you can tell him that you have been checking his page.

Make him the offer of a call, if he accepts more advice for his specific need.

Step 2: Add to LinkedIn

If it’s a B2B sale, LinkedIn is always good for showing interest in another company’s profile ; Furthermore, his professional appearance and his network only give the impression of seriousness and trust from respect.

Step 3: Call (if necessary and required)

In real time, you will have feedback on your sales proposal .

If the client gives you a resounding no, it is better to leave it there.

When you talk to a customer on the phone, try to create new arguments to finish closing the sale.

Step 4: Send another email

If you have not yet achieved the sale, send another email explaining to the customer who was contacted recently that as there has not yet been any communication, you wanted to take the step.

Review more ideas with which you can solve their needs or make their wishes come true.

Offer another call if you really think it is necessary.

Step 5: Send one last email

You can, with this last attempt, try to understand why the purchase has not been made yet.

If you do not receive a response, it is better not to insist more.

How to track leads (day by day)

To convert those leads into customers, it takes patience and determination, but above all, discipline.

This discipline, like all, must be daily if you really want to achieve your goal successfully.

This is why we present you a guide in which you will appreciate what you should do to follow up with your leads day by day, so pay attention below.

Day 1: Contact him up to 3 times by phone, If not, reply send him an email.

By calling your prospect, you will have more immediate communication with them, and if you make them feel comfortable with the call, you can create a connection that could lend  to conversion.

Ideally, call, but not all leads will be willing or able to answer your call for various topics.

So the recommendation is that you call them up to three times and if they don’t seem to answer, you can then send them an email.

For its part, an email is much more visual than a phone call and the lead will have enough time to think about what you are offering.

However, there are many things to take into account about sending an email, such as that they may not respond to you first or it reaches spam; therefore, you must be prepared to send several, without overwhelming.

Day 2: Send more emails if you still don’t have a response.

The third time is the charm, so try to send three emails but not so consecutive, trying to get their attention.

So here creativity must be the fundamental pillar, and the message must be oriented to what the lead really needs.

We recommend that you:

Explain the reason why you are contacting your lead in the first few lines of the email.

Ask them for something that is quick and easy to do.

You must focus 100% on the needs of your leads, so you must offer them something of value that contributes to solving the problem they have.

You should also make it clear that your intention is to talk about it and not just sell something.

Day 3: Be persistent if the lead hasn’t responded.

If you even left voicemails of your call attempts and all three emails and still don’t get a response, be patient!

The recommendation is that you wait four more days to try again, but this time, boost your offer, slightly change the tone, and perhaps the design of the email.

And if after that second attempt you have not received a response, wait another four days and try the same.

Remember to make your intention to help him with his problem clear by talking first.

Never use an irritated tone but do mention the value that you could bring to the satisfaction of their need.

Day 4: Mail break.

According to Hubspot studies , mail breakout has a high response rate for sellers.

You have to know when enough is enough, and this email is about notifying the lead that you tried to have a contact but that this may not be the best time to talk and that you do not want to disturb him.

This would be the notification that you will not contact your lead anymore, so it can be a clear warning, and even an indirect call to action if they are interested in what you offer.

Follow up email examples

To give you a much broader focus on how to follow up with your leads through emails until the sale is closed, we leave you some examples or models to inspire you and achieve the desired conversion.

These are the emails we send from Genwords.

Presentation emails

1. Subject: “XXX, can we talk?”

Hello XXXX! How are you?

I’m XXXXXX, I work as XXX at [Brand or company name] and you asked to talk to us about [our product].

Let’s schedule a call to find out about your business model, objectives to be met and what opportunities for improvement we can identify from [our product]. What is the best time for us to talk?

After an unanswered call

Subject: “You requested to speak with us”

Hello XXXX! I called you back a few minutes ago without much success.

Given your interest in us, I decided to reconnect with you. Your business is similar to other companies that adopted [our product] and generated more business opportunities. We propose a diagnosis of your company to identify points where they may be losing sales opportunities, and how to improve them.

When can we talk?

A hug,


Second unanswered call

Subject: “Are you still interested in consulting for XXXX?

Good morning, XXXX.

Again I tried to contact you again but I was unable to communicate. Are you still interested in a consultancy so that we can help you with XXXX? If so, let me know when we could schedule a meeting.



Another unanswered call

Subject: “Last contact”

Hello, XXXX. I hope everything is fine.

After several contact attempts, the time may not be right for the Advice you requested.

Anyway, you have my contact information, in case in the future they decide to take up strategies to increase their sales with [what we offer]

Until then,


Downloaded content

Subject: “Hello, XXXX. Shall we talk? “

Hello XXXX! I am XXXX and I work as XXX in [Brand or company name]. I saw that you were downloading several of our contents. I hope they are very useful to you! It is for that reason that we would like to offer you a free diagnosis of XXX, to help you improve your results and increase your sales. You can answer this email with the best time to call you and thus be able to help you. If you have any questions about XXX, don’t hesitate to write to me. A hug.

Recommendations after diagnosis

Subject: “XXX, I have a feedback from your website”

How are you, XXX?

In the previous email I proposed a diagnosis of XXX at no cost. I reviewed your website and detected some elements that may be preventing it from:




If you are interested, I can show you where there are opportunities for improvement. What is the best time for us to talk?


After a new contact without success

Subject: “Do you want help with your [problem or need]?”

Hello XXXX! How are you?

I tried to contact you again without much success

Based on the content you downloaded, we understand that you have a challenge at XXXX. We would like to help you. That is why I propose a 5 minute call with which we can understand your scenario and collaborate with more content, a diagnosis, or a conversation with one of our specialists. We schedule a call?



Subject: “Last Contact”

Hello, XXXX. I hope everything is okay.

After several contact attempts, the time may not be right for us to discuss XXX for you [or your business].

Anyway, you have my contact information, in case you consider it appropriate in the future, you can count on my support.

Until then,


Emails to keep in touch

Subject: “Nice to greet you!”

How are you?

I’m XXXX, I’m writing you XXX , I saw that you downloaded one of our Ebooks a few hours ago.

I have contact with many businesses similar to yours and I perceive some frequent challenges such as:




We spotted some flaws [flaws detected]. If you are interested, I can show you where there are opportunities for improvement.

What is the best time for us to talk?

Email to get back in touch

I decided to contact you again because your business is quite similar to that of companies allied to XXX. They [followed our recommendations] and got [these results].

Emails for when they don’t attend a scheduled meeting

Subject: “XXXXX, did something happen?”

Hello, XXXXX. How are you? I hope that very good. I am writing to you by this means since I could not communicate with you by phone for the meeting that we had scheduled with the specialist, did something happen that prevented you from taking the phone? I await your response, so that we can reschedule the meeting with the specialist so that we can help you reach your goals. Greetings!

2. Subject: “Are you still interested in XXXX [Challenge for which we schedule]”

Hello, XXXX, how are you? Based on what was discussed when scheduling our meeting, I would like to know if you are still interested in XXXXX to give us a space with you. Let me know what time we can reschedule a next meeting.

3. Subject: “Hello, XXXXX. I hope everything is fine ”.

After several contact attempts for the meeting, the time may not be right for XXXXXXX [challenge we scheduled it for].

Anyway, you have my contact details, in case they decide to resume strategies in the future to help them generate the XXXXXXX [challenge for which we schedule it] that they need.

Until then.

These are some examples that you can adapt to the style of your company so as not to lose contact with people interested in your services and products. For something your content caught their attention; it’s time to follow up on that interest.

Now that we have given you enough keys to follow up on your Leads and for them to become customers, do not hesitate to use them.


Lead tracking is essential for your sales to close successfully and the last phase of Inbound Marketing to be fulfilled: to make your customers fall in love.

But before making your customers fans of your brand, you need to be in constant contact with them through messages that arrive at the right time so that they can make the purchase decision.

In addition, relying on the appropriate tools to do the proper analysis of each lead is essential to later convert them into customers.

So, get ready to secure your ROI!

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