Products like Alexa (owned by Amazon.com) Google Analytics or Compete are interesting tools for high-level marketing metrics. They measure basics like web visits, page views etc. and do a fairly good “arial” view of what’s happening on a web site. But are these tools relevant to sales?

We’ve found a deeper view is needed to make this information relevant to sales. The web pages your prospects visit, how they got there, and how often they come back tell you a great deal about their interests and when they may be ready to make a purchase. By augmenting your web analytics with lead tracking capabilities, you can identify individual prospects by name, (even before they fill out a form) and see what pages they visit. You can track their relevant behavior, assign a score to it and pass the information to sales real-time.

Sales insights such as these allow you to build much richer, deeper prospect profiles. Now your sales team has a reason to call their prospects and they are able to more minutely tailor their pitch to meet each prospect’s individual needs based on what pages they visited.