In 2013, HubSpot introduced Signals, an email tracking software that enabled users to track everything from email opens, clicks, and even website visits to ensure more meaningful engagements that was eventually incorporated into the HubSpot Sales Hub.
Mark Roberge, the chief revenue officer at HubSpot, said it was a logical extension of the company's heralded marketing software.
"For years at HubSpot, we have discussed the ways in which today's empowered buyer has changed modern marketing," said Roberge. "Well, modern selling has dramatically changed as well."
Here's what other salespeople from the field are saying about email tracking software.
The benefits of email tracking software
To convey the benefit of an email tracking software, I decided to reach out to several HubSpotters – and IMPACTer – who rely on it heavily in order to get an inside look at how it's used.
"Buying a list of prospects, calling high with the vanilla elevator pitch, and jamming those who answer the phone through a sales process does not cut it with today's buyer. Modern sales teams are using technology like Signals to create a better buying experience for customers and an easier engagement process for sales people.
These teams are engaging with prospects at the right time with the right information. This type of technology is so easy to adopt, both from an economic and logistical perspective. Non-adoption is not worth the handicap created for both your sales people and your potential customers."
"The majority of salespeople spend a lot of time interrupting prospects. It's not a very good use of time for anyone. The fastest way to improve sales productivity is to ensure that your salespeople are calling prospects when they are in research mode.
By notifying your salespeople when their target prospects are visiting your website, opening their emails and saying relevant things on social media, you can maximize their chances of actually connecting. This also turns a risk of brand damage from unwanted calls into a positive, proactive interaction with your brand."
"One of my favorite ways to use Signals is to make the typical checking-in process with a stalled prospect less like sales-y nagging and more like human helping.
For example, last week Peter Prospect told me he would discuss things internally with his CEO over the next week but remained vague about what that entailed and refused to schedule a calendar follow up. I sent him a recap email with some resources. Typically I would have waited about 4-5 days and sent an email like "hey Peter, just checking in to see how things are going with your internal presentations. let me know!" So salesy.
With email tracking technology, I can track when Peter is clicking on say, the health care case study I sent in my recap emails, and can stay visible in a helpful way."
"Of course it's valuable to be able to see who specifically opens your emails and clicks your links, but considering the volume of emails I send each day, watching every email's "action" can be exhaustive.
A tool like Signals allows for me to prioritize the emails I pay closest attention to; the emails that I want to be able to drop everything and dictate what happens next.
I want to see if an unresponsive target account opens my email. I want to know when a prospect clicks on a contract and it doesn't get signed by end of day. In a role where it's imperative that I prioritize the best prospects, an email tracking tool that is accurate and immediate in its response is absolutely essential."
Why email tracking isn't creepy
From an outside perspective, particularly from a consumer's point of view, email tracking may seem like an invasive form of communication.
Email tracking is only as creepy as the salesperson who employs it.
If you're practicing inbound methods as a means for generating and nurturing prospects, it's a logical next step for ensuring more meaningful engagements for both parties.
Imagine knowing the exact moment that a prospect is viewing your pricing page. Wouldn't this be an opportune time, for both you and the prospect, to check in and see if they have any questions?
It's not creepy; it's context. If you could provide someone with a more personalized experience, why wouldn't you?