Mankind has a fairly high number of problems right now. Call tracking won’t solve most of them. Call tracking, for example, won’t solve world hunger. It won’t cure a disease. It won’t stop North Korea from developing nuclear weapons and making ridiculous sounding threats to the civilized world.
But call tracking does does solve a fair number of problems that marketing and sales professionals face every day.
What follows is a short description of 4 problems, and then how call tracking helps to solve them.
Problem #1 – Lead Attribution
Marketers need to be able to track where each and every lead is coming from. They need to know which keywords are generating clicks and calls, which campaigns are generating clicks and calls, and most importantly, which of these leads turn into accounts.
Right now measuring this with precision is a problem for most marketers.
According to research published in BtoB, most marketers say that, behind lead generation itself, lead attribution is their number one problem. They simply can’t attribute campaigns or sources to leads with any level of reliability.
The problem is even worse for local businesses where phone calls are the number one source for leads. (This is the case at most local businesses).
How Call Tracking Helps to Solve the Lead Attribution Problem
Call tracking allows marketers to marry specific clicks, visitors, sources, referring sites, campaigns, ads, and keywords to specific phone calls. This means marketers can accurately attribute leads and to the appropriate marketing spend.
Most marketers do a fairly good job of online lead attribution, but they fail to ‘close the loop’ and effectively track phone leads.
Call tracking can help them do this quickly and easily .
Problem #2 – Proving Marketing ROI
Over 85% of CEOs are demanding more marketing ROI data than they used to. They are demanding justification for money spent.
And yet, stunningly perhaps, less than 50% of marketers say they are accurately gathering ROI data.
Big. Problem.
How Call Tracking Helps to Solve the Proving Marketing ROI Problem
We’re not insinuating that call tracking can solve the problem alone, however, it can certainly help. Obviously for local businesses and local marketers call tracking is THE most vital tool to prove marketing ROI.
But even if you’re not a local business, call tracking can still help less ‘phone-centric’ businesses prove marketing ROI. We’re a good example of this.
Our campaigns are largely online-based. But we would have totally misjudged our campaigns were it not for call tracking metrics. We would have judged some campaigns to be failures.
Some campaigns that only generated a few web form fill-outs would have been judged a failure IF we wouldn’t have known that they also produced some really good phone calls.
Call tracking allowed us to accurately prove marketing ROI.
Problem #3 – Track Sales Performance
Big problem. Sales executives deal with this problem on a daily basis. How do you track which salespeople are performing well and which aren’t? More importantly, perhaps, do you know why certain salespeople are performing well and why others aren’t?
This is a problem.
How Call Tracking Helps Track Sales Performance
Sales executives can use call recording and calls scoring to gather sales analytics.
Which members of the team have higher close rates? Which elements of sales calls do they struggle with? Is Jim better at asking directly for the business than Susy? Is Susy better at overcoming objections than Jim?
Call recording and call scoring helps THOUSANDS of businesses solve this problem.
Problem #4 – Spend Too Much Time Gathering Data
Marketers spend way too much time trying to gather data, and not enough time generating leads.
How Call Tracking Saves Time and Solves the Data Gathering Problem
Automation and data delivered in the way you want it.
You could have reports emailed to you every morning. You could have text messages sent to your phone giving you updates on specific campaigns, ROI, and sales performance metrics. You could even have call data pushed via our API or via Webhooks into any dashboard you want.
You don’t have to spend additional time wading through another analytics tool to get the call data you need.
This saves you time.
