What activities might you track in a prospect record?

Tracking all related activities and interactions in a prospect record is essential because it provides a comprehensive view of a prospect's engagement with the brand or organization. This holistic approach allows you to understand how different touchpoints—such as email interactions, web page visits, social media engagement, event attendance, and any other interactions—contribute to the prospect's journey. By capturing this information, you can better analyze behavior patterns, tailor communications, and ultimately enhance the nurturing process.

In contrast, focusing solely on email interactions or web page visits narrows the perspective and may overlook important insights derived from other interactions. Additionally, while permission changes and folder access are important in terms of data compliance and management, they do not directly correlate to the engagement experience of the prospect. Hence, the most effective practice in managing prospect records is to track all relevant activities and interactions to build a rich, informative dataset that informs engagement strategies.