October 7, 2022
7 min

What is contact tracking and why your business needs it

In sales and marketing language, contact tracking is the action of monitoring the changes in your contacts’ records. The aim is to stay alert of any professional evolution your users, leads and former customers go trough.

1. Why it is directly affecting your records

a. CRM/database = source of truth

For the efficiency of all your teams (from sales to customer success management), your Accounts and contacts records should always be reliable if they need to reach out a customer or a lead.

If it is well managed, it can provides all of the history (interactions, emails, deals, bills, etc) between your recipients and your company. Making it easy for your collaborators to maintain favorable business-relationships and to prevent any future inconvenience.

That’s why your records must be reliable and represent a powerful source of information. It must be your source of truth.


b. The different ways of enriching it:
  • Fill it by hand: Employees spot opportunities one by one, search the Accounts or contact’s information and finally manually write the data into your CRM.Inconvenient: Extremely long and not always reliable.
  • Data purchase: Your team in charge of providing new leads seek data providers and buy them records corresponding to more or less precise criteria. Then insert the information into your database.Inconvenient: By the time you use it, the data will already have a part of outdated information. And databases can quickly become expensive.
  • Scraping: You have a team that is able to directly scrap information from the web using tools such as Sales Navigator -often combined with coding- and fuel your CRM.Inconvenient: That method can be time-consuming, its personalization is limited and directly restricted from the websites you scrap.
  • Connect it to the web: There exists software such as LoneScale, which allows you to directly connect your records to the web. By importing lists of Accounts and contacts to refresh, or choosing a constant update, you can assure your database accuracy and reliability.

c. The ever-changing data

However, there still will exist data that you can’t prevent from evolving. If your records are not connected to the web, you can’t track the job changes of your Accounts and their contacts.

Every year, 25% of your records grow out of date because of people changing companies or positions.

The way databases are managed can give the level of the data’s accuracy but there are changes you can’t control. And it represents a big loss of revenue.

2. Who you should keep in touch with

a. Your champions

As you probably know, there is a part of “best users” among your customers. They are the people who use your product for its original purpose, love it, and represent low maintenance in customer management.

If they change jobs, you should be aware. They represent easy re-sell and evangelization in their future positions.

b. Your customers that are changing companies

In the same way, if a person that has been implied in the process of buying your services changes company, you should know.

If their previous company represents a happy customer, they won’t need to be convinced again. They can support you in the process and help you connect to their new company’s decision-makers.

c. Your SQL and SAL that are moving

Still, on the same principle, you don’t want to waste hours passed in creating a bond with prospects. If a qualified lead you already addressed has changed the company, it’s a great opportunity to revive your process and try to close a new deal.

d. Your buyers

Still, on the same principle, you don’t want to be churned because your buyers move to a new company, and his/her replacement had a great experience with one of your competitors. If you don't reach to the new buyer quickly and your renewal date is close, your churn risk is high.

You should track the evolution of pretty much every one of your qualified contacts. They represent lots of easy sales and new opportunities.


3. How to contact tracking can help you hit your numbers

How to use this information to grow your ROI:

a. Resell to previous customers = easy selling ⇒ 3 x more likely to buy

As explained in this article above, happy customers represent the most likely to buy leads when they move to a new company.

If you ask yourself how to address them, you can read our playbook here:

🔗 Cold campaign addressed to previous customers at a new company (simple)

b. Maintain relationships with moving prospects = time saver

If your lead is moving company, it’s not a lost deal! You just have the perfect way to revive your conversation by congratulating them on their new job and a help proposition.

c. Prevent your campaign from bouncing rates

What you may have thought off now, is that your record’s accuracy directly affects your outbound campaigns too!

If you have too much wrong email addresses, your bouncing rates will explode and impact the deliverability of your domain name.

So by maintaining your data up-to-date, you will also gain way more success in your outbound.

d. Make sure that your actual customers don’t churn

And finally, a user or champion’s change may represent a possible churn. If a customer doesn't use your product for a while or does not have the ability to form new recruits, they can decide to stop working with you.

That is why a job change alert can also help your CSM team to prevent future churns.

The contact tracking process is a time saver and quick wins provider for your company. Make sure to use it for a lot of new opportunities.


Contact tracking is a must-have prospecting process that can help your business scale at lower costs and efforts. Why don’t you try it?

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