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Easy as 1-2-3: Stealing Business From Your Competitors With Call Analytics

Katherine Buchholz Product Marketing Manager, DialogTech

Leading into 2015, marketers ranked new business development and lead quality as two of their most pressing business challenges. How have you faired? Has your business successfully navigated these challenges this year? If you answered “not well” or “no,” it’s not too late to get back on track and start 2016 off strong. Using call analytics there are a number of ways to generate high-quality leads and steal more business from your competition.

Reach Consumers Before Your Competition

What business doesn’t love to see their market share grow? If you rely on calls to provide customers more information or close business, yet you don’t know where those calls come from, you’re already at a disadvantage against your competition. Call attribution software empowers your business with data you can use to optimize your campaigns and reach consumers more likely to call – before your competition does. It helps you:

  • Understand which ads, campaigns, and keywords searched generate the most calls.
  • Know how a caller interacts with your website before and after a call, which web pages they visited, how long they spent on your site and more.
  • Follow leads through the sales cycle by integrating with CRM systems, so you know exactly which marketing sources drive the most revenue.

Make Your Messaging Stand Out

Using call analytics to craft the right messaging is the next step for marketers looking to drive more high-quality phone leads. You know which sources drive the most calls and can optimize for them, but if your messaging remains lackluster compared to your competition’s you’ll be unable to garner more business. Take advantage of call analytics to:

  • Retarget ads to prospects that have already called and tailor the message to their stage of the sales cycle, or retarget to consumers that have not yet called, with messaging that entices them to call.
  • Integrate with marketing automation platforms and add callers to email nurture campaigns with differentiated messaging and content.
  • Improve your A/B testing programs by including a “Call Now” call to action to measure calls versus web form fills and ensure your messaging engages consumers.

Make Callers Feel Valued

After a caller dials your phone number, or clicks to call from a smartphone, a poor caller experience is a sure-fire way to send them running to your competition. Do you like to give your business to someone who bounces you around to 5 different people when you call? I don’t either. When you use call analytics to personalize the experience a caller has with your brand, you’ve made them feel valued and are much closer to receiving their business over a competitor. Try:

  • Contextually routing a caller based on the ad they saw or their location, ensuring they get connected with the right department, office, or store location right away.
  • Using screen pops with CRM integration to arm sales agents with caller information before they even pick up the phone, personalizing the conversation from the onset.
  • Conversation Insight technology to dig into what happens on every call and understand a caller’s intent or frustrations, and use that data to enhance and personalize future marketing and call experiences.

If you’re beginning to think about using call attribution and conversion technology to make data-driven decisions with call analytics, this guide can help prepare you to make your decision: “Buyer’s Guide to Call Tracking Software for Marketers.”