Webhooks + Call Tracking = Marketing Automation for the Phone


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Marketing automation is en vogue right now. The industry is exploding. Companies like Pardot, Eloqua, Hubspot and Marketo are leading the way with powerful features that totally automate the online marketing experience. These tools send email, issues alerts, engage via social media and communicate with CRM tools in an entirely automated way.

But what about the phone?

There are some companies out there that talk about marketing automation for the phone. But, these IVR based solutions are not truly marketing automation. Sending a caller to the correct person based on an IVR is not marketing automation.

It is useful. But it is not phone-based marketing automation. Instead it is a great telephony tool that filters out useless leads as they fall away and self-filter during the IVR process.

Until now call tracking has been devoid of true marketing automation. Webhooks from LogMyCalls change that.

Webhooks + Call Tracking

LogMyCalls has been working on ways to automate call tracking activities for several months now. And, emerging from Beta last month was our fully automated Webhooks functionality. This method allows clients to send customized, tailored, and unlimited data into any third-party application via Webhooks.

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Webhooks for Data

One set of use cases for Webhooks involves sending data from LogMyCalls into third-party tools simply to view the data.

This would include sending one, or many, of 70 or 80 data points from LogMyCalls into a CRM, analytics dashboard, BI solution or other tool automaticallly. You can see from the image above that you can choose the Webhooks you want to send from several drop down lists. And you can send as many Webhooks as you want.

For example, Webooks could send caller detail records into a CRM in real-time. That means call detail information could either create a prospect record within a CRM, or it could add the phone information and detail information to an existing prospect record. The same thing could be done with the call recording itself, the length of the call, the source of the call, the keyword associated with the call, or any other of over 70 data points. All of that information can flow into a CRM seamlessly and easily.

This could also include sending data into analytics dashboards or customized BI solutions. Our clients, small and large, use LogMyCalls Webhooks to get the data they need into places in which they need it.

Webhooks + call tracking makes data consumption easier and more powerful.

Webhooks for Marketing Automation

Data consumption is great, but it isn’t enough. True automation is necessary.

Use cases would include sending information from LogMyCalls into marketing automation tools, CRM tools, or even SMS marketing and bid management tools to automate actions entirely based on call data.

Marketers could send, via Webhooks, information to a marketing automation tool about call length. Perhaps when a call is over 3 minutes in length a Webhook is sent to a marketing automation tool that marries the call to an existing record and then sends an email to the caller.

Or, perhaps, DNI source information could be sent to a SMS marketing solution that would then send an opt-in text message, the content of which could be based on the specific source and advertisement that the lead saw.

Webhooks could be send to bid management solutions, or conversion optimization solutions, or affiliate platforms.

This is true automation.

This is Only the Beginning…

Now, keep in mind that what we’ve described above does not include data gathered from Conversation Analytics which is now in Beta. Described above is just small sampling of things LogMyCalls can actually do NOW.

Imagine being able to send Webhooks and automate actions based on the words said in the call. Imagine being able to send a caller, for example, a specific text message or an email if they said phrases about owning a certain vehicle or getting new car insurance.

Powerful, powerful stuff.

Republished with author's permission from original post.

McKay Allen
LogMyCalls is the next generation of call tracking and marketing automation. The award winning product from ContactPoint, LogMyCalls provides lead scoring, conversion rate tracking and close rate mapping. For more information visit LogMyCalls.com and call (866) 811-8880.


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