For most HubSpot users, inbound calls are one of the most valuable conversions your marketing drives. 84% of marketers report that phone calls have higher conversion rates with larger order value (AOV) compared to other forms of engagement. If you’re not tracking call conversions in HubSpot, you’re missing out on a valuable piece of the customer journey. As a marketer, you could be making campaign optimizations based on an incomplete data set and, as a salesperson, you could be missing important interactions from prospects you could use to convert more leads to customers.
To eliminate the blind spot inbound calls cause in your marketing and sales data and gain a full view of the customer journey, you can pass DialogTech’s call tracking and analytics data into HubSpot. This blog covers how DialogTech’s HubSpot integration works as well as how it enables marketers and sales teams to drive more call conversions and revenue.
How Does DialogTech’s HubSpot Integration Work?
When consumers call your business, DialogTech’s call tracking and analytics solution captures who the caller is, attributes the marketing source that drove the call, records and transcribes the conversation, and analyzes it to detect buying intent signals.
The call is automatically logged as an event in the caller’s HubSpot record, along with all the data on the caller, what drove the call, and a link to the recording. For new contacts, DialogTech captures calls as form leads and adds the call as an event to the contact. (Those call events are also automatically mapped as custom contact properties.)
DialogTech automatically populates data about each call in the caller’s HubSpot record
But that’s just the start — below we’ll dive into 4 ways marketers and sales teams leverage DialogTech’s HubSpot integration to drive more revenue from inbound phone calls.
How Marketers Use DialogTech’s HubSpot Integration to Drive More Revenue
1. Track the Full ROI of Marketing Campaigns and Make Smarter Optimizations
Without metrics from calls in HubSpot, you could be significantly underreporting your marketing ROI. You could also be making incorrect assumptions about which channels are performing best, which could lead your marketing team to make the wrong optimizations, waste budget on ineffective campaigns, and miss out on opportunities to drive growth.
HubSpot report showing new marketing qualified leads by source — including phone leads
Passing attribution data on callers into HubSpot — just like you do for online conversions — enables you to get a far more accurate understanding of how your marketing channels and campaigns drive leads, opportunities, and revenue. You can include inbound calls in the HubSpot reports you use to report on marketing and lead gen results and get credit for every conversion you generate. You can then shift spend to the channels, ads, campaigns, and keywords driving the most calls that convert to customers and revenue. Plus, when you understand the average value of a call from each marketing channel, it can help you set the right bid and spend ceilings so you aren’t overpaying for calls.
Also, connecting DialogTech’s call tracking data with revenue data in HubSpot helps you optimize for what drives the most revenue. For example, if you import revenue matchback data from calls into Google Ads and Microsoft Advertising, their smart bidding algorithms can use it to allocate spend to the keywords that are truly driving the most revenue and best ROAS — both online and over the phone.
2. Use Insights From Phone Conversations for Smarter Audience Building and Targeting
64% of consumers expect tailored engagement based on past interactions. But if you’re not tracking what happens on the call channel, you’re missing a critical piece of the customer journey. As a result, your personalization efforts may fall short.
With DialogTech’s HubSpot integration, you can retarget callers who didn’t convert on the call with search, social, or display ads to get them to reengage. Or if the caller converted on the call, you could add them to email campaigns promoting any relevant bundles or upsells. If a caller converted and there are no companion purchases or services to promote, you can exclude them from receiving future ads to avoid wasting spend. Finally, you can create lookalike audiences based on your most valuable callers to repeat your results.
3. Tailor Your Marketing and Improve SEO Using the Voice of the Customer
As a marketer, it’s critical to understand and anticipate your audience’s needs. One of the most effective ways to do this is through first-party data. Phone conversations are a powerful source of first-party data — consumers are literally telling you what they need and how they want to engage with you.
DialogTech provides a link to the recording and transcription of each call in the relevant HubSpot contact report. Marketers can use these recordings and transcriptions to understand questions prospects ask as well as the key phrases they use when describing your products/services. For example, if you notice a common question that people are asking, you can update your website to address it, helping to remove barriers to purchase and reduce unnecessary phone calls.
In addition, you can use common questions or phrases as the basis for content creation. If people are using certain phrases to speak about your product verbally on the phone, they’re likely typing those same phrases into search engines. By creating content that addresses these key questions and phrases, you can improve your SEO so more prospects and leads find you on the SERP. You could also create an FAQs page to reduce unnecessary phone calls, freeing up your agents’ time.
How Sales Teams Use DialogTech’s HubSpot Integration to Drive More Revenue
1. Create Seamless Call Experiences that Drive Conversions
Expectations for the customer experience have never been higher — and that includes the call experience. If you inefficiently route callers and give them negative experiences, you’re unlikely to secure their business.
You can use caller profile and attribution data, captured by DialogTech in real time, to inform call routing in real time to give them the best chance of converting. For instance, you can:
- Route each caller to the nearest branch or office, based on their geographic location
- Route each caller to a specific set of sales agents who handle the territory they’re calling from, even if they are working remote
- Route each caller optimally based on the market source that drove the call
- Route calls from new sales leads differently from calls from current customers
2. Maintain More Accurate Customer Records and Save Sales Agents’ Time
For many sales teams, HubSpot is the single source of truth used to keep track of customer interactions. DialogTech makes it easy to keep your HubSpot instance clean and up-to-date by automatically populating profile, attribution, and conversation data from each inbound phone call into the relevant contact record. This will save your agents time and effort, so they can focus more on selling and less on administrative tasks.
3. Identify Call Handling Issues and Coach Your Agents
You may have high-level metrics about which agents or locations are converting a high percentage of inbound calls to sales opportunities, customers, and revenue and which are underperforming — but do you know the “why” behind the numbers?
Sales teams can access links to the call recordings and transcriptions DialogTech provides in the associated HubSpot contact records to analyze calls and understand the tactics that best convert callers to customers. You can also study the recordings from underperforming agents/locations and discover what’s going wrong — are they neglecting to mention a deal or promotion? Are they using the wrong talk tracks? Are they failing to express empathy? Did they forget to ask the caller if they wanted a quote or to book an appointment? You can then use the recording and transcriptions as coaching tools to improve their performance.
Sample DialogTech call recording and transcription
You can then use DialogTech to share calls with your sales managers, agents, and locations for use in call coaching and training. By democratizing best practices and helping your team correct mistakes, you can help your organization increase call conversion rates across the board, leading to more revenue.
Want to learn more about DialogTech’s conversation intelligence solution? We’ve compiled some resources for you below.
- Read our blog, How We Busted 5 Phone Call Myths Harming Your Digital Marketing With Forrester
- Check out our blog, Solving Marketing Problems: Low Phone Lead Conversion Rates
- Download our infographic, Why 2021 Must Be the Year of Data-Driven Omnichannel Marketing
Want to learn more about how marketers are connecting calls to their digital channels? Download this Forrester analyst report.Download My eBook