For every dollar the average company spends on a CRM (customer relationship management) tool like Salesforce, they receive an $8.71 return on their investment. Companies who fail to leverage CRMs risk being left behind in today’s hypercompetitive landscape. CRMs enable organizations to record, report, and act on the interactions they have with leads. Companies who leverage CRMs are collecting the information they need to ensure leads are well-nurtured from the first time they interact with a business, through the day they become a customer, and every engagement after that.
And in today’s mobile-first world, many of those engagements are inbound calls driven by marketing. According to BIA/Kelsey, in 2017 in the US alone, mobile search ads drove 48 billion calls, mobile display ads drove 29 billion calls, and mobile social ads drove 19 billion calls. The seamless click-to-call option on mobile devices is increasing the quantity of inbound phone calls in today’s customer journey. Additionally, for many types of businesses, calls drive the most valuable leads — according to BIA/Kelsey, calls convert to revenue 10 to 15 times more than web leads.
Accurately capturing call data within CRMs like Salesforce has become a critical process for marketers to see the entire customer journey and for sales staff to manage relationships accordingly. Below, we’ve listed the 4 ways that passing call analytics data to Salesforce improves marketing and sales:
1. Track Calls from Marketing Source to Sale
Salesforce already tracks the marketing sources that are driving online leads to your business. However, in order to uncover the full ROI of your campaigns, you should also track the marketing sources that are driving inbound calls. Knowing the channels, ads, search keywords, and campaigns which drove a call, as well as the outcome of each call (appointment, demo, sale, revenue), enables marketers to generate truly insightful reports within Salesforce. You can understand not just the quantity of leads driven by your campaigns — but the quality. By integrating call data into Salesforce, you can view conversion rates, sales pipeline, and marketing ROI for every source, enabling you to prove the full impact of your marketing and determine how to best optimize performance to generate more quality leads at a lower cost.
2. Arm Sales Agents with Context on Every Caller Before Answering
When a call comes in, chances are your sales team is in the dark. They’ll need to ask several establishing questions to gain the caller’s personal information and understand their intent. This process is time-consuming and impersonal — it does not make the caller feel valued or known. And it could be costing you sales.
To create a seamless customer experience, you should integrate your call tracking data into Salesforce so your agents can see — at the time of the call — the caller’s name, their number and location, as well as the exact marketing source that drove the call, including any search keywords they used to find you. This valuable information can help your sales team anticipate the caller’s needs, have more relevant conversations, and ultimately win the sale.
3. Feed in Conversation Data to Evaluate Lead Quality and Conversion Rates
In addition to capturing caller information and the marketing source, you should analyze what happens on each call and feed this information into Salesforce so that you can evaluate which of your records are quality leads. Additionally, by analyzing how your sales staff handles calls, you can uncover what tactics work best to turn callers into customers and share these strategies with your organization. You can also detect issues that negatively impact ROI and coach your team accordingly.
4. Automatically Create and Update Salesforce Lead Records for Callers
A recent study found that, on average, sales reps are only able to spend about 35% of their time actually performing functions related to selling. To leverage your team’s time, you should use integrations to automate the process of inserting your call data into Salesforce. This way, if the caller is already a documented lead, Salesforce will provide a quick link to the record for easy access. If they’re a first-time caller, your integration can automatically create a new Salesforce record, saving your agents time.
If calls go unanswered, your Salesforce integration can capture the data in a Missed Call queue for easy access. If the call is from a number with no assigned contact, Salesforce can store the data in a queue and automatically sync it to record once that person is known.
Use Case: Monroe Engineering
Founded in the 1950s, Monroe Engineering is a world leader in the distribution of industrial components with superior value and incredible customer service. The Monroe team lives by a simple question — “How can we help?” — and that philosophy extends to the phone, where their expert sales engineers help customers get the right answers and best solutions for their business.
Monroe CMO Kevin Budzynski and his team pass call data into Salesforce to help build better customer relationships. When calls come in, Monroe’s Salesforce integration shows valuable information about the caller, including the marketing source (channel, ad, search keyword, webpage) that drove the call, who the caller is, and where they are calling from.
Monroe’s sales engineers can use these insights to better frame the conversation and help the caller find the right solution faster. It enables Monroe to provide a personalized, seamless experience as customer interactions move from online to the phone. As a result, the insights from Monroe’s Salesforce integration helped them reduce cost per acquisition (CPA) by 15%.
Optimize ROI While Building Stronger Customer Relationships
For many companies, Salesforce ROI reports are incomplete because they lack marketing data from inbound calls. But by integrating Salesforce with a call analytics solution, brands can dive deep into their marketing performance with caller attribution details tied directly to the sales figures, support metrics, and conversation details being captured in Salesforce.
Tying these together helps uncover critical insights into a brand, such as understanding the ROI from marketing channels, campaigns, ad groups, and keywords. Ultimately, the above Salesforce reports can help brands build stronger and more informed relationships with their customers, while also gaining a deeper understanding of the effects of their marketing on their business.
DialogTech integrates with Salesforce to help you track, manage, and optimize phone leads and support calls throughout the customer journey — from leads to revenue to loyal customersLearn more