Overview
Lead Liaison tracks all Known and Unknown website visitors. A Known visitor is someone with a name or email address associated with them. Everyone in Lead Liaison, whether Known or Unknown, is a Prospect. Unlike some CRM systems which use Leads/Contacts to describe people, we use one word - Prospects.
Connecting Past to Present
Once a Prospect is converted from Unknown to Known Lead Liaison connects all of the Prospects anonymous online activity (website visits, searches, etc.) with their identifiable information to form a complete Prospect Profile of past, present and future activity.
Becoming Known
There are four ways a Prospect can become Known. As shown in the diagram below, on the far left side under "Inbound/Outbound Marketing" there are four boxes in orange. Those four boxes are marketing channels provided by Lead Liaison that allow you to capture a person's name or email address and will convert them from Unknown > Known.
- Email Campaigns
- Outlook Emails
- Web Forms
- Landing Pages
Each of these four channels are described in more detail below.
Dealing with Forwarded Emails
Occasionally a situation may occur where you're communicating with someone, call them Prospect A, and then they leave the company. Suppose your communications to Prospect A doesn't stop but the emails sent to Prospect A are forwarded to Prospect A's manager, Prospect B. If Prospect B clicks a link in the email sent to Prospect A all activity will be tracked as if the person is Prospect A, until an email is sent to Prospect B's email address and Prospect B clicks a link in that email. When this situation occurs try to send a mass email, nurture email or Send & Track email to Prospect B to get them to convert which will re-cookie their machine and overwrite the original cookie containing Prospect A's information with a new cookie containing Prospect B's information. When that happens all future activity from Prospect B will be tracked and recorded under Prospect B's profile.
Via Email Campaigns
Using Lead Liaison's email marketing system users can embed encoded links into email campaigns. Once an encoded link is clicked the Prospect and their online activity will be tracked. Since we know who the person (name and email) we can encode identifiable information (IDs) into the link. Once the Prospect clicks the link their machine is cookied. All future activity will be matched with the Prospect and added to their Prospect Profile and connected with past activity. Any time the user comes back to your website you will know who they are.
Via Outlook Emails
Using Lead Liaison's Outlook plug-in, called Send & Track, users can embed encoded links into Outlook emails. Once an encoded link is clicked the Prospect and their online activity will be tracked. Since we know who the person (name and email) we can encode identifiable information (IDs) into the link. Once the Prospect clicks the link their machine is cookied. All future activity will be matched with the Prospect and added to their Prospect Profile and connected with past activity. Any time the user comes back to your website you will know who they are.
Via Web Forms
Using Lead Liaison's web form capabilities users can build hosted web forms or map existing web forms to Lead Liaison for automatic web form tracking. Once the Prospect submits their name, company, email, etc. essential information is captured which identifies the user and cookies their machine. All future activity will be matched with the Prospect and added to their Prospect Profile and connected with past activity. Any time the user comes back to your website you will know who they are.
Via Landing Pages
Lead Liaison allows users to visually build web forms and embed those web forms into landing pages, which are also built using a visual designer. Once the Prospect submits the embedded web form essential information is captured which identifies the user and cookies their machine. All future activity will be matched with the Prospect and added to their Prospect Profile and connected with past activity. Any time the user comes back to your website you will know who they are.
Tracking Search Terms
Lead Liaison automatically tracks search terms used by website visitors; however, if a visitor is searching for your website and referred to your website while logged into their Google Account search terms will not be collected. In late 2011 Google began encrypting all search traffic under SSL while logged into a Google Account. As a result, if a visitor is searching Google under SSL (logged into their account) it's not technically possible to pick up search terms. Unfortunately, this is a limitation from Google: http://searchengineland.com/google-to-begin-encrypting-searches-outbound-clicks-by-default-97435
