While cold calling may be dead, telemarketing is still a big component of taking your product or service and reaching out to people. Conversations were, are, and will always be the game changers, whether it is history, politics, or business! However, revolution and evolution are the only way forward if you want to get ahead instead of getting in line.
Markets are expanding, and it may not be feasible to actually go out and meet all your customers. Hence, a phone call serves a great medium to actually get a feel of your customer or client. However, none of those calls are going to mean anything if they just remain calls without giving you any data, basis which to tweak your campaign. This is why every business needs to invest in call tracking and analytics.
5 Ways Call Tracking and Analytics Makes Campaigns More Effective
Customers today have better access to increasing amount of information than they did in the past. Most of it is either put out there by other customers – satisfied or otherwise – or marketers themselves. This creates a divide in the information, and while it is not always binary, it does give rise to a lot of conflict. That, however, is not going to stop your customer from lapping it all up before calling you. This means, you have to be prepared for every kind of customer that’s going to call you. Even more important than this, however, is to ascertain whether once your potential customer reached you, were you able to help him make a buying decision. The way to know this is through call tracking and analytics.
Call tracking and analytics solutions, such as those provided by call intelligence platforms like Invoca, Infinity, Waybeo, ResponseTap and others, can make you a game-changer in no time. Here’s how.
1. What’s hot, what’s not
Your marketing campaign will be multi-modal; not everything is going to yield the same results. The right kind of call analytics software will help you identify the strongest and weakest points of your campaign. It will tell you not only what your most significant call tracking metric is, but how you can optimise it further to touch base with more and more suitable consumers. Granular campaign attribution is the key to ensuring every move counts, every step is in the forward direction; call tracking and call analytics is going to help you achieve that.
2. Who bought how much of what
A sophisticated call intelligence platform will also be able to put a number on the results; it will be able to tell you the exact revenue you were able to generate as a result of the inbound call. Not only will this allow you to better capture ROI, it will allow you to quantify a call the same way that you quantify a click or a page-hit. This is an invaluable asset, especially since marketers are often left out of the initial segment of a customer’s journey. If you can show your company that conversations are leading to conversions, they’re going to be more open about increasing campaign budgets.
3. Who’s calling
The true magic of talking to a customer is being able to put a face on the customer. A click is a click and nothing more. With call analytics, you can know the person behind the ‘click’. Not only is this valuable in generating a customer profile, but also a demographic profile. Call tracking can help you know who you are talking to, whether your marketing is in fact attracting the people you want it to, how alike/dislike is this profile to what you had in mind, and how you can change it.
4. What do they want
You may have your data and your analytics, and your numbers that help you chart a course, but nothing compares to actually talking to your customer. Give people an ear, like you mean it, and they’ll let you in on things you would never be able to wriggle out of them using any questionnaire or survey. No one is going to tell you in a survey, what they like about your product or service, unless you ask them about it. But how many questions can you realistically ask someone in a form? One minute of a phone call is worth far more than a 2-page questionnaire.
5. What’s next
With the right kind of data at your fingertips, you can then move from targeted marketing campaigns to predictive marketing campaigns. Call analytics can help you build customer profiles, which you can then group and market separately too. Someone who bought a particular product or service, must definitely looking for certain allied products/services, and this is the point at which you move from customer satisfaction to delight – when you make their life easier.
By now, you may have realised that it does not stop here. Along with all the positive feedback, call analytics and call tracking can also help you infer negative feedback. Not every call is going to be to make a purchase – some calls are going to be about roadblocks that are preventing a purchase from happening. Others could be from people who were lead down the wrong path. This is going to help you identify what’s going wrong, so to speak, and fix it.
Going from cold-calling to digital marketing and back to call tracking and analytics, we’ve come full circle. But we are hardly the same people who picked up the phone all those years ago to reach out to unsuspecting people who probably didn’t even want what we were selling. Conversations are the whole point of inbound marketing; but conversations would be futile if they didn’t provide insight. The answer to this, of course, is call tracking and call analytics.
Principal & Founder @ TechConnectr
Bob creates ‘double-mitzvah’ win-wins in B2B lead generation by utilizing analytics and strategic relationships. He has a strong background in finance, marketing optimization, and sales enablement.
Before founding TechConnectr, Bob co-founded Los Gatos-based NetLine Corporation, a leading digital B2B marketing solution provider, where he oversaw the execution of hundreds of performance marketing programs from a wide range of clients, including Dell, Salesforce, Marketo, Microsoft, and IBM. At QuinStreet and Ziff Davis/Salesify, Bob was responsible for creating and nurturing strategic relationships with a variety of best-in-class data and marketing solution providers. He utilizes his Big-Four accounting and Fortune-500 business acumen to create success for all parties.