“If you are not measuring and keeping track, you are only practicing” – Coach Wooden.
Web analytics tools will provide you with general meta data on traffic, source, engagement, and conversions but you will need more details, for tracking engagement of your identified name/email so that you can act on it, automatically.
What tools should I use for automating lead nurturing?
What you are looking for is a CRM tool that can track downloads, emails opened, pages they have visited on your site, the company they work for etc. This will help you qualify your leads and eventually understand what a “qualified lead” should look like before handover to sales.
We recommend starting with Hubspot CRM (free) which will provide you with lead capture forms for your website, tracking of downloads, engagement, and open to integration with almost all other B2B lead generation and marketing automation tools.