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Each year, evolving technology alters the way marketing and sales teams function. This year, calls and text messaging for business are on the rise. To get the most out your marketing campaigns, add call tracking and text to your technology stack. The line between sales, marketing, and even customer success are blurring. Closing deals is no longer reliant on one person. Rather, it involves a team of people who help move a customer along their buyer journey.

Call tracking data can inform decisions across multiple departments. Continue reading to learn what call tracking is and how it can help you.

What is call tracking?

Call tracking uses promo phone numbers that capture a customer’s digital history. Using artificial intelligence (AI), call tracking identifies valuable marketing data. The incoming call data can guide your current and future marketing efforts.

The main difference between basic call tracking and AI-based software is the amount of data delivered before and during a call.  Basic call tracking methods only tell you which campaign referred a caller. According to Invoca, traditional call tracking systems do not offer “pre-call consumer touchpoints like paid search, social, display, or email.” Think about all the valuable data lost before answering the call.

AI-based software, like Invoca, offers more granular data in real time including pre-call touchpoints, an analysis of what drove calls, along with caller behaviors and outcomes.

Collecting call data can improve your marketing strategy and align marketing dollars with what is leading to the most conversions. Additionally, sales teams benefit from higher quality leads as a result of tailored marketing. Higher quality leads mean closing more deals for your company.

How does Call Tracking Enhance Your Sales and Marketing?

Optimize Your Campaigns Using Call Attribution

By utilizing call tracking data, you can discover what marketing campaigns are driving phone calls, improve campaigns to target your ideal customers, and decrease ad spend. You will know who calls you, from where, and when. That necessary demographic and call data will guide what you share out, at what time, and how. With the call data, you can attribute calls to specific campaigns and identify which campaigns are most successful and which are not.

To get the most out of your call tracking data, integrate it within your technology stack is a must. Connecting it to your CRM, for instance, ensures you are monitoring every step your customers take and can adjust interactions. Call tracking gives you one more way to optimize your campaigns so your marketing dollars are well spent.

Improve the Entire Customer Journey

After the call ends, use the data to make sure that customer continues receiving information from your company. Call tracking data opens up marketing opportunities that are relevant and personable for each specific customer. You can deliver the right message at the right time by using the right data. For example, you can offer personalized follow-up emails, dynamic landing pages based on their product or service interest, and add them to retargeting campaigns. At every step, provide your customers what they want to see and what they may need based on previous interactions and behaviors.

Offer a personalized caller experience

Knowing which marketing campaign or landing page led your customers to call helps you improve the call outcomes. During the call, use the information to deliver a more personalized experience. Where are they coming from? Does this impact how your products or services are received? Geo-location data also gives you insight to better serve your customers. Tailor experiences based on whether they are a new or returning customer. Something as simple as saying “Welcome!” versus “Welcome Back!” can make a huge difference in how a customer perceives their interaction with your company. Now you can exceed existing and new customers’ expectations by offering the best caller experience.

Improve the Entire Customer Journey

After the call ends, use the data to make sure that customer continues receiving information from your company. Call tracking data opens up marketing opportunities that are relevant and personable for each specific customer. You can deliver the right message at the right time by using the right data. For example, you can offer personalized follow-up emails, dynamic landing pages based on their product or service interest, and add them to retargeting campaigns. At every step, provide your customers what they want to see and what they may need based on previous interactions and behaviors.

Enhance sales and marketing efforts by adding call tracking to your tech stack. Optimized campaigns lead to better customer experiences and an increase in revenue.

Not sure which call tracking software is right for you? We use Invoca, and we have helped our clients improve their multi-channel attribution by implementing it into their tech stack. Connect with a consultant today if you have any questions – reach out on the chat!

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Marketing Specialist

Marketing Specialist at Lunar