Why Call Intelligence is Important for Marketers

November 11, 2017 | Marija Sekularac

Hitting the phones is one of the biggest ways to drive business. 5 billion people in the world have a mobile phone – that’s two-thirds of the people on the planet – and most of them like to talk. “Customers have been found to respond better to the human touch than to some other form such as digital marketing,” explains Call Center Outsourcing Consultant Russell Meisman. “Sixty-eight percent of B2B sales were found to involve some form of human interaction such as telemarketing.” However, Meisman is quick to note that it also takes an average of 80 calls to make a breakthrough.

What if you can skew the odds in your favor just a bit more? You can use call intelligence – data gathered from previous phone calls. This data will allow you to personalize the buyer experience for repeat calls and identify more qualified leads. This strategy can improve your paid campaigns, help you attract new customers and give your teams an edge in closing deals. In other words, understanding call intelligence can help you drive revenue.

Here’s why call intelligence is important for marketers:

Call Tracking

The first opportunity that call intelligence affords marketers is analyzing effectiveness through call tracking. This technology can look at the pages your would-be customers looked at before they call you, the ads on which they clicked and the sites they visited. That information is then paired with the subject of the call and its outcome. Marketers can use this information to see exactly where their marketing efforts are driving interests.  Along with information on which ads get the most clicks and what characteristics those ads share.

Revenue Drivers

Call tracking and call intelligence can also help to identify revenue drivers. The technology is perfect for measuring how successful the campaigns are. Data will identify which campaign drove the most sales and which products or services get the most traction. If a particular product line is disproportionately responsible for phone call volume, it might be an area in which your company should further develop. A revenue driver with the opportunity for business expansion or create media to answer common questions. 

Relative Performance

National campaigns can be tracked and allocated to various branches or a small company that needs to understand their customer journey. Call tracking helps your marketing department accomplish those things. It can illustrate the source of calls so you can clearly see what made a person pick up the phone. For instance, was it the ad for which you paid $1 per click or a blog post with your contact information that went viral? You can also see whether your marketing campaigns had a direct impact. Companies may find that the bulk of their business comes from prospecting and inbound sources as opposed to cold calling.  Other companies will experience the reverse. Call intelligence helps you track relative performance. In turn, marketers can use the information to develop better, more effective campaigns – earning you more revenue in return.

Call intelligence is a valuable tool for growing your business. It clarifies which efforts are producing the biggest impact and which are earning you a poor return on investment (ROI). Get your free trial with Retreaver and help your company generate more qualified leads and better serve those people who do call in.

Using Start Pings

October 20, 2017 | Mark Lesiw

Overview

Retreaver helps companies gain insight into which online and offline campaigns are driving calls, and which of those calls are converting to sales, happy customers and positive business results.

This guide walks you through, step-by-step, how to use the Retreaver Start Ping to send data about your caller to 3rd party web services, and return data to your calls as tags for use in routing and reporting.

Retreaver Guidebook – Using Start Pings

Audience

Using Start Pings is written for marketers and customer experience managers looking for an easy way to exchange information about callers with 3rd party web services and customer contact databases in order to get precise routing, deeper agent insights, more personalized experiences, and more useful call analytics.

Pre-requisites

You need a Retreaver account to work through this guidebook. It is also recommended to complete the learning activities that you have:

  • Access to a third-party web service with data about your callers and that is webhook accessible, or
  • A Zapier and a Google Sheets account

Get your free Retreaver account here

Table of Contents

Before You Begin

  • Terminology
  • Concepts
  • Gathering Relevant Information

PART I: Creating a Start Ping to Add Contact Data to a Call

Try It Yourself – Using Retreaver, Zapier & Google Sheets

Retreaver Guidebook – Using Start Pings

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