Data-driven marketers need marketing automation platforms. Why? Marketing automation helps determine how customers interact with their brand and then how to keep them engaged. However, marketers who fail to integrate call analytics are only optimizing based on half of their customer data. Below are 4 reasons why you should integrate call attribution data into your marketing automation tool:
Workflows
Workflows allow marketers to determine and automate how customers can be re-engaged after they meet a specific conversion type. For example, if a visitor fills out a form, an automated email can be sent to confirm an appointment, send a reminder, or provide them with more information about an upcoming product.
The same process can be utilized when integrating call analytics into the marketing automation platform. After a call is made, a conversion can be marked, and even assigned, to a specific visitor profile (if that visitor had recently provided their email address). From there, marketers can use workflows to begin a drip email campaign, send a broadcasted message to their phone, or place the prospect into a different stage of the sales cycle.
Filters in Funnels
Many marketing automation platforms provide funnels to determine what factored into a prospect becoming a paid customer. These funnels can also be used to determine what drove someone to become a repeat customer. For many industries, phone calls play an important role in the primary or secondary conversion point. Without a call attribution provider marketers lose valuable insight into the impact a phone call had in the sales process. When this data is in hand marketers can begin to further optimize the marketing automation process, initiating phone calls earlier and driving a quicker sales process.
Include Calls in Lead Scoring Process
Leads take on a variety of forms. Some are immediately ready to purchase or sign-up, whereas others may be more reluctant to convert. Marketing automation tools help assign a score to these leads based on the variety of activities (or lack thereof) the lead performed. According to BIA/Kelsey, 66% of sales managers believe a phone lead is the best quality lead, far surpassing form submissions and email. Therefore, the ability to add and assign a score to call conversions provides great detail into which prospects should be engaged with immediately.
Further Detail on What Content Drives Conversions
Marketing automation tools provide marketers insight into which web pages and content drive online conversions. It’s helpful to understand which content drives people to specific landing pages, and how many visitors download an app or fill out a form. However, without call analytics, a large amount of all conversions will go unaccounted for. By integrating call tracking data into the marketing automation process, marketers can get a full view into which landing pages and content drive both online and offline conversions. With this data, they can better optimize for the content that will lead to even more conversions and sales.
If you have an interest in learning more about integrating call tracking data into marketing automation platforms, contact us for a demo today! We have a variety of out of the box integrations with industry-leading marketing automation platforms.
