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3 Ways Marketers Use Call Analytics in Salesforce to Drive Revenue

Derek Andersen Copywriter, DialogTech

Salesforce is the world’s most popular CRM provider, with more than 150,000 users worldwide. It’s used by companies of all sizes — from small businesses with one subscription to large enterprises with thousands — but has seen its greatest adoption among the world’s biggest brands, with over 80% of Fortune 500 companies using its CRM.

But Salesforce is only as valuable as the data you feed into it. And for many companies, there is a hole in their marketing data that throws off the accuracy of their Salesforce reports and makes it difficult to measure ROI across channels. The hole is cause by inbound phone leads. When consumers call, if you aren’t capturing attribution around what marketing channel drove the call, it can cause a chain reaction of problems that starts with inaccurate Salesforce reports and ends with wasted marketing spend, lost revenue, and higher customer churn.

Even in today’s digital world, consumers want to engage with businesses by calling. Salesforce’s own research found that 92% of all customer interactions happen over the phone. And in the 2018 edition of their State of the Connected Customer report, Salesforce explains that 60% of people say they prefer to communicate with businesses over the phone — more than online forms, chat, SMS, and social media.

Eliminating the hole in your Salesforce data from inbound calls can increase customer acquisition and marketing-driven revenue. Below are 3 ways that adding intelligence on your callers to Salesforce helps your marketing ROI soar and your business grow faster.

1. To Measure the True Impact of Marketing Campaigns

This year in the US alone, businesses will spend over $200 billion on advertising. From TV and print to paid search and display, total media ad spend continues to rise — by 2020, it’s expected to exceed $230 billion. But almost all of this growth is coming from mobile. In 2017, businesses spent $57 billion on mobile advertising in the US, an 81% increase from 2015. By 2020, that number is expected to grow another 50% to exceed $86 billion.

As ad spend increases, so does the pressure on marketers to prove ROI. Not only do CEOs and executives need marketing teams to show how their campaigns impact business results, but marketers themselves need to understand exactly what is driving the best converting leads so they can make the right optimizations. For most industries, you can’t do either without accurate marketing data on inbound calls.

To illustrate, let’s look at the results of two paid search campaigns from a car insurance provider:

  • Campaign A: $50,000 cost, 250 leads, 25 sales opportunities, 7 new customers
  • Campaign B: $50,000 cost, 750 leads, 75 sales opportunities, 45 customers

It looks like Campaign B had a far better ROI. But here is the thing: they are actually the same campaign. The difference is that Campaign A only includes people who converted online, while Campaign B includes all conversions — online and over the phone — and the opportunities and customers from both. Which version of your marketing data would you rather report?

2. To Understand the Role Calls Play in the Customer Journey

Phone conversations are important to the success of businesses in most industries. Whether they are calling to ask initial questions during the research phase, book an appointment, or place an order, many consumers will not make a purchasing decision without first speaking to the business over the phone.

As marketers, understanding not only when those calls come in during the customer journey — but what marketing channel drove them — can help you create more impactful campaigns. For example, you can discover where prospects are getting stuck in your sales funnel and create campaigns to get them to call and engage.

When you add intelligence on callers to Salesforce, you can even filter by type of inbound call. So you can filter out non-sales calls (support calls, solicitations, wrong number, spam) from appearing in your reports and negatively skewing marketing insights.

Receive new insights by viewing callers by marketing status

3. To Create More Accurate Lead Scoring and Company Profiles

For many businesses, Salesforce is the system of record for customer data. Marketers use it to score leads and build profiles of each consumer — their behaviors, preferences, where they are in the customer journey — to know who to prioritize and how to deliver the right message at the right time to drive revenue. Including intelligence on calls (including their intent and outcomes) into lead scoring algorithms and customers profiles makes them even more effective, improving the performance of your marketing campaigns.

Lead Scoring

Most lead scoring systems assign points to the actions a lead or customer takes in the sales funnel. When someone reaches a specific point total, they are considered a hot prospect for salespeople to prioritize. Including inbound calls in your lead scoring system can make it far more effective. An inbound call is often one of the most valuable actions a prospect can take, and what callers say helps you determine their true intent (are they ready to buy, are they even a sales lead). Assigning points to inbound calls in Salesforce when the person is a hot lead — and subtracting points when the call indicates they are not a sales lead at all — can help salespeople better prioritize actions and drive more revenue.

Customer Profiles

Businesses today expect the marketing team to know the customer — to anticipate what they want to buy and when they want to buy it — to engage them at the right moment with the right message. The data in Salesforce is invaluable for giving marketers an accurate profile of each customer, and including data on their call activity — what campaigns and offers drove the call, the intent and outcome of the call, what on-call tactics worked or didn’t, when the consumer is likely to call vs. engage online  — enables you to build more complete profiles to better predict customer engagement. A call is literally “the voice of the customer” — and marketers should leverage those insights to improve performance.

Score inbound calls in Salesforce according to the source that drove them

To learn more ways you can drive ROI by leveraging call intelligence in Salesforce, download our Optimizing Marketing ROI with Salesforce and Call Analytics eBook.

Want to learn more best practices to leverage call intelligence in Salesforce and drive ROI? Check out our Optimizing Marketing ROI with Salesforce and Call Analytics eBook.

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