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4 Types of Caller Data in Salesforce That Improves Marketing and Sales

Derek Andersen Senior Content & SEO Specialist, DialogTech

Salesforce, the leading customer relationship management (CRM) platform, helps businesses manage relationships with customers and prospects. It acts as a single source of truth for organizations, allowing marketing and sales teams to track engagement across the sales funnel. But, like most tools, Salesforce is only as powerful as the data you pass into it.

To get the most out of Salesforce, marketing and sales teams need to ensure they’re capturing every piece of the customer journey in the platform. Otherwise, marketers won’t understand how their channels and spend drive leads, opportunities, and revenue and salespeople could have critical knowledge gaps that lead to miscommunications with prospects and customers — or, worse yet, lost revenue.

There is one critical data source that organizations should ensure they leverage in Salesforce: inbound phone calls. These conversations are often your most valuable leads; calls convert to revenue 10-15x more than web leads and caller retention rate is 28% higher than web lead retention rate. They are also one of the richest sources of insights into your consumers you can use to improve marketing and sales results.

This blog covers 4 different types of caller data you can capture with a call tracking and conversation analytics solution like DialogTech and pass into Salesforce. You’ll also learn how marketing and sales teams can leverage this data to drive better business results.

1. Caller Profile Data

When someone calls your business’s call center, office, store, dealership, or other location, the first step is to understand and capture who they are. A call tracking and analytics solution can automatically capture demographic data about each caller and pass it into Salesforce, including:

  • The caller’s name
  • The caller’s phone number
  • The geographic location they called from
  • The day and time the call
  • The caller’s address

Sample DialogTech call detail record in Salesforce

How Can Marketers Use Caller Profile Data in Salesforce?

When someone calls your business, a call tracking and analytics solution can automatically know who the caller is and match them to their record in Salesforce if it exists. If they are new to your business and don’t exist in Salesforce, the solution can create a caller record that can be later added to the contact when it is created. This helps give you a complete record of each consumer’s engagement with your business.

You can use caller profile data to help with identity resolution, which is a method of tying online behavior to a consumer’s unique identity. In turn, you can gain a better omnichannel view of your customers and target them more effectively with marketing campaigns, emails, direct mail campaigns, and digital ads. For example, you can build audiences from callers that you can push into Google Ads or Facebook to run ad campaigns that target specific prospects with a special offer, based on the geographic location they called from and where they are in your sales funnel.

How Can Sales Teams Use Caller Profile Data in Salesforce?

Sales teams can benefit from this data by having a complete record of each prospect and customer, allowing them to better tailor their outreach. For example, you can view a list of every call to your business from the day before — including those that went unanswered — and prioritize follow up to recapture lost revenue opportunities.

You can also use caller profile data to inform how callers are routed 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
  • Route each caller optimally based if they are new or repeat caller

2. Call Attribution Data

When someone calls your business, it’s often after finding it from an online search or by or engaging with one of your marketing channels, campaigns, ads, emails, webpages, or other sources. Capturing the exact marketing source that drove each inbound phone call in that specific caller’s Salesforce record can have huge benefits for your business. Below are examples of some of the call attribution data points that are available from a call tracking and analytics solution to push into Salesforce:

  • The channel and campaign the consumer called from
  • The ad they called from
  • The keyword they searched for
  • The webpage they called from
  • The device they used to engage with your marketing

How Can Marketers Use Call Attribution Data in Salesforce?

With attribution data on what marketing sources drove each call to your business in Salesforce, you can measure how each marketing source and website interaction contribute to leads, opportunities, and revenue. As a result, you can understand the value of a call from each source to your business, see which sources drive the most valuable calls, get credit for every conversion you drive, and prove your marketing’s full impact on business results.

Tying call attribution data to revenue in Salesforce also allows marketers to make smarter campaign optimizations and budget allocations. With this view, you can understand what is driving the most conversions and revenue — both online and over the phone. 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/spend ceilings so you aren’t overpaying for calls.

You can also pass Salesforce revenue matchback data from calls into Google Ads and Microsoft Advertising and use it to inform smart bidding. With these insights, Google and Microsoft’s algorithms will make smarter optimizations on your behalf, allocating spend to the campaigns that are truly driving the most revenue — both online and over the phone.

Sample of DialogTech call tracking and analytics data in Salesforce

How Can Sales Teams Use Call Attribution Data in Salesforce?

Sales teams can use attribution data to enhance their call routing to help convert more callers to customers. One way to do this is to route phone calls to your agents based on the webpage that drove them. For example, you can automatically route calls from your product and service pages to the right sales agents while sending calls from support-related webpages to your support team.

Or, perhaps you have sales agents who specialize in certain products or services — for example, insurance agents who sell life insurance. In that case, you can route calls from life insurance pages to the relevant life insurance agents.

In addition, you can have calls from your highest-converting marketing sources or ZIP codes placed in a priority queue to get answered first. For example, if you’re an online retailer, you can prioritize calls from online shopping carts so that your team can quickly answer any last-minute questions to ensure the sale is completed.

Case Study: How a Global Cruise Line Uses Call Attribution Data in Salesforce to Drive More Revenue

One of the world’s largest cruise lines believed SEO and SEM drove high volumes of inbound calls and bookings, but couldn’t prove it. They also didn’t know which keywords drove the best-converting calls. So they used DialogTech’s call tracking and analytics solution to analyze inbound calls from organic and paid search, and passed call data to Salesforce and Adobe Experience Cloud to track and optimize both calls and web forms from source to sale.

DialogTech and Salesforce showed the cruise line which channels and keywords drove the most bookings from calls. They could then use Adobe to allocate budget to the keywords driving the most bookings, which generated a 6% lift in revenue in the first two months.

3. Phone Call Recordings

Call recordings can provide a wealth of insights that marketing and sales operations teams can leverage to better understand their consumers and the performance of the people/locations answering the phones. Having a recording of each call in that caller’s Salesforce record makes it easy for stakeholders across the business to access this information to inform their decision making.

Also, for marketers and sales teams using DialogTech, you also get a link in each Salesforce call record that you can click through to view a transcription of each phone conversation in your DialogTech account.

Sample DialogTech call recording and transcription

How Can Marketers Use Call Recordings in Salesforce?

Marketers can use call 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 pre-purchase question that people are asking, you can update your product page to address it, helping to move future prospects further along in the sales funnel before they even pick up the phone.

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, over 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 can also adjust your paid search strategy to bid on those keywords.

How Can Sales Teams Use Call Recordings in Salesforce?

Sales teams can listen to call recordings to 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? You can then use the recording and transcripts as coaching tools to improve their performance.

Likewise, you can listen to the recordings of your top-performing agents/locations to learn the keys to their success. You can then democratize their best practices across your organization to increase call conversion rates across the board.

4. Phone Conversation KPI and Keyword Data

There is a wealth of data captured in every phone conversation that you can use to improve marketing and sales operations. To unlock insights from those conversations at scale, some call tracking and analytics solutions use AI and machine learning. They can automatically detect KPIs like if the call was answered, if it was a sales lead, if it converted to a sales opportunity, and more to measure the intent and value of each call.

Businesses can also use keyword groups to detect important data points spoken in each call, such as the product/service interest of the caller, if they are sensitive to price, if they expressed buyer urgency, and more. Those KPIs and keyword groups can be listed in the caller’s Salesforce record to be leveraged in different ways.

Below are a few examples of the keyword groups and KPIs AI can capture from conversations at scale and list in Salesforce:

  • If the call was answered
  • If the call went to voicemail
  • How long the caller waited on hold
  • If the caller abandoned the call
  • The duration of the call
  • If it was a sales or appointment opportunity
  • If any of your flagged keywords were spoken
  • What products or services the caller expressed interest in
  • The call’s lead score, on a scale of 1 to 10, based on the conversation
  • If the caller is looking to make a purchase soon
  • If the call resulted in a sale or appointment
  • If a CX issue occurred on the call

DialogTech pushes inbound call KPI and keyword data into Salesforce contact records

How Can Marketers Use KPIs and Keyword Data in Salesforce?

When you push keyword and KPI data into Salesforce, you can generate reports on them in Salesforce to visualize things like which marketing source generated calls with the highest average lead score or the most sales opportunities or sales conversions.

You can also use the content of phone conversations to target customers and prospects with the right digital ads, email campaigns, and custom website experiences. For example, you can retarget callers who didn’t convert with display and search ads for the products they expressed interest in over the phone. When they visit your website, you could also serve them homepage banners promoting those products.

You can retarget callers who bought from you with ads for companion purchases. Or you could add them to email campaigns promoting relevant bundles and upsells.

If a customer bought from you and there are no companion purchases 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.

How Can Sales Teams Use KPIs and Keyword Data in Salesforce?

Sales teams can use KPIs and keyword data to quickly see which calls were sales opportunities, the lead scores, and what products the caller expressed interest in. This data is available in each Salesforce contact record for visibility and easy access. You can then tailor future outreach to align with each prospect’s buying intent.

In addition, DialogTech’s AI sorts missed calls into a comprehensive list. You can use this list to follow up with prospects and recapture lost revenue opportunities.

DialogTech creates a comprehensive list of missed inbound calls in Salesforce

About DialogTech’s Salesforce Integration

DialogTech captures intelligence on every call to your business, including call tracking data — such as the caller’s name, phone number, and the marketing source that drove the call, as well as analytics on the conversation from AI — like if the call was answered, if they are a quality lead, the product or service they were interested in, and if they ultimately converted to a customer. When you integrate DialogTech’s conversation intelligence from phone calls with Salesforce, all the data is automatically activated in Salesforce to help marketing and sales teams drive better results.

Case Study: Pelican Water Systems Discovered a 130% Higher ROI on Call Center Sales with DialogTech, Salesforce, and Google Analytics

Pelican Water Systems wanted to know which marketing channels were driving calls to their call center that resulted in sales so it could re-invest marketing dollars for what was driving the highest ROI. To understand what marketing channels were driving calls and measure the resulting revenue, they integrated DialogTech, Salesforce, and Google Analytics.

As a result of the integration, the Pelican Water Systems team can now see when customers reached by online marketing make a purchase through the call center. They also have a clearer picture of which products customers purchased offline and which Google Ads campaigns and keywords generate the most offline sales.

When they accounted for phone call conversions, Pelican Water Systems discovered their PPC ROI was 130% higher than previously known. They’re using this complete view of the customer journey to make smarter optimizations to increase their digital marketing ROI. You can read the full case study from Google to learn more.

To learn how DialogTech’s Salesforce integration can help your business drive more revenue, you can request a personalized demo.

Want to learn more about DialogTech’s Salesforce integration? Check out our ebook, Optimizing Marketing ROI with Salesforce and Call Analytics.

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