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5 Ways Professional Services Marketers Use Call Tracking & Analytics to Convert More Callers to Customers

Derek Andersen Senior Content & SEO Specialist, DialogTech

Professional services — which include financial services, B2B, legal services, employment agencies, and more — can be complex purchases for both businesses and consumers. For instance, investment services clients need to find an advisor or plan that can help them meet their goals, B2B buyers need to know what their return on investment will be, legal services clients need to discuss the ins and outs of their case, and employment agency clients need to ensure the talent will be a good fit for their organization. In addition, these purchases can be expensive, requiring a significant financial investment.

As with most complex and considered purchases, professional services consumers place a phone call as part of their journey. In fact:

  • 74% of B2B consumers make an offline purchase after completing their online research (Source: Forrester)
  • 66% of consumers call and speak to a financial services company in order to make a purchasing decision (Source: The Financial Brand)
  • 72% of people made at least 2 calls to loan providers during the vetting process (Source: MarketCube)
  • 46% of customers call while researching investments (Source: Google)
  • 75% of prospective clients call law offices after doing search engine research (Source: LSA)
  • 43% of people call employment agencies after running an online search (Source: LSA)

While most professional services marketers are tracking the analytics and engagement from their digital channels — and using that data to inform strategy and spend — many are failing to tap into the game-changing insights inbound phone calls to their companies can provide.

DialogTech is a call tracking and analytics solution that helps professional services marketers connect online and offline marketing strategies and consumer behavior to inbound calls and the outcome of those conversations. It captures analytics from the content of phone conversations with call centers and locations at scale by leveraging an AI model specific to your unique professional services vertical.

Below, we’ll break down how DialogTech works and how it can help you connect calls to your marketing, make smarter optimizations to maximize sales calls, reduce cost per acquisition, and create more relevant experiences for each caller that result in more conversions.

How Does DialogTech Work?

Sample professional services call extension

Step 1: Prospects call your company from a trackable phone number on your website, from call extensions in search results, or from your offline campaigns and other marketing efforts.

DialogTech automatically transcribes inbound calls

DialogTech automatically records and transcribes your inbound calls

Step 2: DialogTech captures the marketing source (channel, campaign, ad, keyword search, webpage, etc.) that drove the call — along with information on the caller such as their name, phone number, and location — and the caller is dynamically routed to the best agent or location to assist them based on their data and your unique business rules. The resulting phone conversation is recorded, transcribed, and stored along with the information on the caller and what drove the call.

DialogTech's AI analyzes inbound calls and scores the leads

Step 3: DialogTech’s conversation analytics algorithm built specifically for your professional services vertical analyzes the transcription to determine many factors, including if it was a sales call, if it was a customer experience issue, what service or package the caller inquired about, if the caller asked about pricing, if the caller had a positive or negative sentiment, and if they ultimately converted to a lead or customer.

Push DialogTech data into Google Ads

DialogTech activates call data across your martech stack

Step 4: The call data is integrated and activated in the search and digital ad platforms you use, as well as your CRM and the digital marketing tools in your martech stack, to accurately measure results and consumer behavior, help you optimize better your digital and offline strategies, and deliver personalized experiences to convert more callers to leads or customers.

The Benefits of Call Tracking and Analytics for Professional Services Providers

1. Optimize Your Digital Advertising Spend to Drive High-Quality Calls

DialogTech connects your digital and offline channels to your inbound calls, giving you visibility into the full consumer journey. You’ll be able to track not just how many phone calls your paid and organic media drives, but also if each call was a sales call, what service or package caller inquired about, if the caller asked about pricing, if the caller had a positive or negative sentiment, and if the caller ultimately converted. You can then optimize for what drives the best results and return on ad spend.

DialogTech attributes calls to the marketing source that drove them and scores the leads

Sample Report: See sales leads and conversions by marketing source and get insights into top keywords

To illustrate the importance of call tracking data, let’s say you’re a law firm running two different digital ad campaigns: Campaign A and Campaign B. Campaign A drove 50 online conversions while Campaign B drove 40. Based on this data, you would allocate more spend to Campaign A.

However, when you push DialogTech call data into your martech stack, you see that Campaign B is actually the top-performer — it’s driving 95 total conversions (online + phone calls), while Campaign A is only driving 70 (online + phone calls).

With insights from those phone conversations, you discover a myriad of other reasons why Campaign B is the better campaign:

  • Campaign B is driving more callers who require your most expensive legal services
  • Campaign B is driving more callers who need to retain your services long-term
  • Campaign B is driving more first-time callers than Campaign A, increasing your client base
  • Campaign A is driving more callers looking to dispute billing

With this data, you can allocate your spend more efficiently and drive more sales calls as a result. That’s the difference accurate data on phone conversations can make to your campaigns.

2. Route Callers More Efficiently Based on Their Data

Driving calls from your ads is only half the battle. If the calls from your marketing campaigns are being mishandled by your locations or call center, your ROI will suffer — especially since 80% of consumers say the experience a company provides is as important as its products and services. To improve the caller experience, marketers are routing calls dynamically based on their needs and profile.

With DialogTech, marketers can set up custom rules to route callers based on many factors, including their geographic location, the marketing source they called from, if they are a new or repeat caller, and the day and time of the call. For example, if you’re an employment agency and someone called from your “Find Engineering Talent” search campaign and their geographic location was Chicago, you could simultaneously ring all the agents who manage engineering talent at your Chicago location. Whoever answers their phone first would take the call.

DialogTech allows you to set up dynamic routing rules for your inbound calls

DialogTech allows you to set up routing rules for the calls driven by your various channels and locations

In addition, you can pass intelligence about each caller — such as their name, geographic location, and the marketing source they called from — to your agents at the time of the call via a screenpop on their laptop or an audible whisper message. Your agents can, in turn, understand important contextual information about the caller before the call begins and use it to tailor the conversation to convert them to an appointment or customer.

3. Improve Your Audience Targeting Across Digital Channels

80% of consumers say they’re more likely to do business with a brand if it offers personalized experiences. Despite this near-universal demand for personalization, companies can still fail to meet the mark. This is because they’re not connecting all the channels of the consumer journey — including the call channel — into a unified customer view.

By capturing actionable data points from the call channel, such as what classes the caller inquired about and whether or not they converted, you can more accurately target them with your digital marketing to get better results.

For instance, if you’re a payroll services company and someone called and inquired about HR outsourcing services but didn’t convert, you could retarget them with HR outsourcing ads across Facebook and display that offer a new customer discount or promotion. You can also bid more for them when they run searches on Google, ensuring your ad is shown to this good lead. Once they called you and converted, you might want to exclude them from seeing future ads to avoid wasting spend. You could also build lookalike audiences from your most valuable callers to target new audiences likely to convert.

4. Monitor Performance Across Your Locations and Call Center

As mentioned above, your ROI depends not only on your ability to drive calls, but on how your company handles and converts them. In addition to routing callers to provide each one the optimal experience, marketers should also monitor the volume of quality phone leads you are delivering to agents and locations and their performance on calls.

DialogTech makes it easy to measure location/agent performance across locations with its holistic marketing reports:

DialogTech measures how well your agents and locations answer and convert inbound calls

Sample Report: View how locations handle inbound calls

Now, you can easily view how many calls are being driven to each location, the average lead score, the average sales conversion rate, and the percentage that go to voicemail.

With these insights, you can make operational changes to improve your marketing ROI. For example, if you notice a particular agent or location has a low sales conversion rate, you can drill into the call transcripts, understand the problem (lead quality vs. call experience), and provide the necessary coaching to raise it (if the issue is with the call experience). You can also easily change the routing of your ads and website to send that location’s calls to your call center or another destination instead. Conversely, if a particular agent or location has a significantly higher sales conversion rate than the norm, you can drill into the call transcripts, see what they’re saying that is working, and democratize the best practices they’re using across your company. And you can even change your routing rules to send a higher percentage of callers to that agent/location to convert.

5. Recover Lost Sales Opportunities

DialogTech’s AI is trained to identify high-value phone leads who ultimately didn’t convert as well as callers who expressed frustration or had a customer experience issue. Once a hot lead or CX issue is detected, an email alert can automatically be sent to both marketing and operations to let them know. They can then drill into the call transcripts to identify what went wrong and determine how to follow up with the caller to recover the lost opportunity.

Phone call lead alert

Sample Report: Get lost opportunity and CX issue notifications sent to your inbox automatically

Tax Group Center Increases Monthly Revenue by $100K with DialogTech

Tax Group Center uses DialogTech to track their online campaigns as well to see the channel, ad, keyword, and website interaction driving each call. In an effort to better track and optimize their digital campaigns, they useDialogTech’s dashboards, which combines all of their marketing data from inbound calls with the online activity from Google Ads, Google Analytics, Bing, and Facebook in one customizable dashboard.

Tax Group center tracking phone number Tax Group Center uses trackable phone numbers from DialogTech to get true marketing attribution for calls generated by marketing campaigns.

Having One Dashboard for Marketing KPIs Has Improved Efficiency

After implementing DialogTech, Tax Group Center no longer has to build multiple reports. They can now visualize and analyze all of their reporting in one location and in real time — and automatically share it with their internal team.

They integrate reporting from DialogTech, Google Ads, Google Analytics, Bing, and Facebook all within their dashboards so that they no longer have to go to each platform and pull the reports manually. The insights have been invaluable for optimizing marketing. For example, Tax Group Center greatly values being able to see average call duration broken down by certain keywords.

This data allows Joseph Gutierrez, CPA at Tax Group Center, and his team to see exactly which keywords are driving calls that convert to leads. “This allows us to see true conversions — not just who clicked on an ad, but who called and converted into actual dollars.”

 DialogTech visualizes your data in its marketing dashboards

Data represented is a sample and not indicative of actual client or DialogTech data.

Website Traffic Has Increased and Revenues Are Up $100K

“Being able to take our marketing data and quickly and easily optimize our PPC campaigns based on the keywords that are driving the most phone calls has greatly increased our revenue. Sales are up over $100K from the previous month,” said Gutierrez.

To learn more data-driven strategies to drive high-quality professional services calls, check out our ebook, Driving Appointment Calls From Paid Search After COVID-19.

Download our ebook, Driving Appointment Calls From Paid Search After COVID-19, to learn how to adapt your SEM strategy for the recovery and drive more sales calls.

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