5 Marketing and Sales Problems You Can Solve with CallRail + HubSpot

Video Transcription

 

Hey, guys. 

Thanks so much for joining. My name is Anna and I’m here with Madelyn. We’re going to go over five sales and marketing problems you can solve with CallRail and HubSpot. So, right now we are going to talk through a couple of different things. 

I’m a product marketing manager here at CallRail. And I’m joined by Madelyn Newman. She’s a senior product marketing manager here that’s been working closely on the HubSpot integrations.

[Madelyn] Yeah. Hey guys. 

Really excited to get into it today. And feel free also to follow up. Me and Anna’s emails are posted there and you have my Twitter handle. So feel free to reach out as well. 

[Anna] All right. So, the phone lines are going to be muted, but please, we’d love to hear any questions, or feedback, or concerns that you guys have. Please feel free to submit those questions via the chat box at any time. I’ll be reviewing those and then we’ll be providing answers as we go along. So, you’ll go ahead and receive the recording for this webinar at the end and then it’s also going to be posted to the Resource Center as well. 

 

Today’s Agenda

[Madelyn] Awesome. So, let’s go ahead and get started. So, we are going to cover five main sales and marketing problems that using CallRail and HubSpot together can solve for you.

1.  So first, we’re going to go over a huge problem that I know a lot of marketers have today and that’s building an integrated martech stack and why that’s important and what that even means. 

2. Then we’re going to go over accelerating lead handover, so passing those leads from marketing to sales, and why that’s important. We’re going to go through how you can actually report on phone calls inside the HubSpot interface, and then how you can use that data for real-time campaign feedback to help both sales and marketing. 

3. And then the last piece of the puzzle. We’re going to walk through how you can segment your customers and create some workflows in HubSpot to do some really powerful stuff.

So, to go ahead and kick things off, let’s talk about building an integrated martech stack. And such a buzz word, martech stack. What does that mean? 

 

Why it’s important to build an integrated martech stack

We hear it all the time. You need to have one. But, what does it actually mean? So, building an integrated martech stack, when I’m talking about that, what that really means is taking a ton of different tools that you’re probably already using today from a couple of different vendors, I’m sure, that’s meant to…whether you’re using it to attract and create leads or retain your existing customers. 

But we want to put all of those different tools together in the most efficient way possible, so that way, you can tailor your messaging to your customers, follow up as quickly as possible, and just give them the best experience. And of course, today, we’re going to specifically be talking about integrating CallRail and HubSpot. 

And for those of you that do know or maybe you don’t know, we actually just announced a lot of updates to our HubSpot integration last Tuesday. We’re really, really excited about it. So, I’m definitely going to walk through, today on this webinar, all the updates that we made, and then show you some screenshots, show it to you in action, so you can get a good feel for the power of what can happen when you integrate your call tracking vendor like CallRail with your CRM and your marketing automation tool like HubSpot because some really cool stuff can happen, right? 

When you put all that data together, it’s really going to help you understand not only where your customers are coming from, but how they’re flowing through the buyer’s journey. And the more you understand about that, the more targeted and strategic you can be in your communications to both prospective customers, current customers, churned customers, you name it. 

 

Poll Time: Who is already using CallRail and HubSpot?

So, having that data is super, super impactful. And I think now is actually a good time for our first poll. So, we wanted to ask and see how many of you guys are already using CallRail and HubSpot, if you’re only using one, not the other, try and gage it. So, I’m going to leave that up there for just a few more seconds, give everyone a chance to vote. 

Awesome. All right. It looks like most of you are using HubSpot but not CallRail. And actually, a third of you are using neither today, so a lot of the stuff we’re going to talk through is going to be super helpful. Awesome. So, what are we all doing as marketers? So, what’s easy for a lot of marketers to do today is online lead tracking, right? 

So, there’s plenty of tools out there and HubSpot is one that I can think of that is telling you how online visitors are reaching your website. There’s also stuff like Analytics that can tell you that. It’s also pretty easy to track emails and your marketing assets if you have something like a blog, or if you’re sending out ebooks, any other kind of collateral, you name it. 

It’s pretty easy to see which ones are drawing traffic and which ones aren’t, once again, using tools like HubSpot, or Google Analytics. And you can also understand which ones are creating leads because I’m sure that you have forms on all of those assets and you’re able to track the forms and see those leads come through to fruition. And lastly, you can see which marketing campaigns are contributing to the form fill-outs, it’s pretty easy to track all that today. 

 

Tracking and reporting calls with in HubSpot

What’s not easy to do is what marketing channels are driving phone calls. So what happens when those online leads go offline, and then how those phone calls actually convert into customers and their entire buyer’s journey and really, ultimately, if you can’t track any of those first three things, there’s no way that you have full insight into the true ROI of your advertising because you’re only able to effectively say, “Hey, I got 10 form fill-outs from this marketing campaign.” 

Right? Well, what happens if someone else call and you’re not able to actually track that back? So, you’re missing a really, really core piece of the puzzle if you’re not doing any offline lead tracking. So, of course, if you’re already using HubSpot, if you’re thinking about using HubSpot, HubSpot can help you fill in everything you need over here on the left with that online lead tracking, but the offline lead tracking, that’s where CallRail comes into play. 

HubSpot is going to keep track of what your leads are doing, where they’re doing it, what’s attracting them online, but CallRail is going to provide that really, really crucial link in cobbling together what’s happening when those leads actually leave your website and pick up the phone and call. So, we’re essentially going to help you connect the online and the offline journey so you can have a complete view of what campaigns are generating leads, when in the buying process they’re calling, right? 

Do they come to your website, maybe, 10 times and then they pick up the phone and call, or is it on the first time? So, in my opinion, I would say that HubSpot and CallRail are really a match made in heaven for inbound marketers. Both of these tools provide an awesome means for you or your company, your agency, whoever’s responsible for marketing, they can get a 360-degree view of the full marketing impact by building that integrated stack and using both of these tools together. 

And just to give you an idea of the kind of data that CallRail can provide on its own, this is a screenshot of our Call Attribution report. So, you can actually get a really good idea of where the calls are coming from. Was it from Google Paid? Was it from a direct mailer, a call from an ad extensions, Facebook? We can track any and all marketing sources and we can push all of this data into HubSpot. 

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And I’ll get into that in a little bit, but you’re going to be able to actually report on what’s happening here on your phone call that CallRail’s tracking in your reporting tool of choice, which is HubSpot. So, it’s really important that you get that full picture, the full 360-degree view of what’s happening with your marketing. So, once you’ve integrated, and you’ve started call tracking, and you’re generating leads, which is awesome, one of the biggest problems that sales and marketing teams face today is the lead handover and creating that smooth process from lead, into marketing-qualified lead, into sales-qualified lead. 

 

Marketing and sales automation is key

So, I found these stats, and I think this is crazy, but salespeople spend only a third of their day actually talking to prospects, which stinks, right? We want those people, we want our salespeople emailing, on the phone, at meetings, in person selling all day long, but unfortunately, they have to spend 17% of their time entering data into a CRM or a marketing tool And that’s just pure entry and that’s because there’s no automation in place. 

So, you definitely need to get some automation in place to take that load off of the salespeople, so that way, they can actually spend their time doing the things you want them to be doing, like writing emails, prospecting researching leads, scheduling calls, all that kind of good stuff. And then automation is also crucial because moving fast is so important in sales. 

There’s so many different research tools out there that have found that by answering incoming leads faster, you’re actually able to more than double the conversion rate than if you’d waited a day or two to respond to them. So, we need to be able to get the salespeople these leads in their hands where they’re ready to work them as quickly as possible, so that way, can actually have our salespeople turn them into paying customers and we can see that full ROI on all the marketing that we’re spending money on. 

So, as I continue to hone in, automation is key to a successful sales and marketing relationship because I’m sure, as everyone is no stranger to, sales is going to continue to complain that marketing’s not getting in the leads fast enough or not getting them enough leads. And marketing is going to continue to complain that sales isn’t closing all of these great leads that they’re generating.

People are butting heads, there’s a ton of disconnect. So, by using automation, we’re able to stop that bickering and everyone sees how the leads are flowing through from creation all the way through to customer, and it makes everyone very happy.

 

Connecting CallRail and HubSpot

So, by activating the CallRail and HubSpot integration from the CallRail side of things, what we are actually able to do is we are actually able to track those inbound phone calls and therefore create new leads inside of HubSpot automatically. 

You don’t have to do anything. All you have to do is turn the integration on and it’s like two clicks. It’s really, really simple, very painless. And as soon as you do that, you have the option to either continue to or create new leads from phone calls. What we’ll actually do is we’ll try and match up the HubSpot cookie on your website with a lead or a contact in HubSpot, and if no one exists, we’ll generate a new lead. 

Also, if we can’t find anyone we’ll try and match off the phone number. Secondly, if you not only want us to create new leads, we’ll also add phone calls as activities on existing contacts. So, in this screenshot that you’re looking at here, which is from a HubSpot contact that CallRail actually created, so you can see that we had Anna here, Anna called in on a marketing campaign and someone didn’t pick up the phone, which isn’t great, but CallRail still created the lead, so that way a sales rep could go back in and see, “Oh, hey, there was a missed call in,” to do something about it, but actually Anna called back 10 minutes later because she’s an adamant lead, she’s a hot lead ready to buy, which there’s actually a ton of research around that as well that proof that leads that actually call in as opposed to filling out forms are 10 to 15 times more likely to convert to a customer. 

So, Anna was ready to buy and she called back 10 minutes later, someone picked up, they had an awesome almost 10-minute-long conversation. And the best part is this was all automated, the sales rep didn’t have to come back in and log this activity. The recording itself was sent directly to HubSpot, so you the marketer can go back in and review this, the sales rep can go back in and not having to, like, aggressively jot down notes the whole time, they can actually focus on the customer experience, which is awesome. 

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And this other screenshot you’re looking at here. So, these are all leads that were generated by CallRail automatically. And what’s great is we send over a ton of information, which I’m going to get into that even deeper a little bit here, but you can see we’re sending over the marketing source. So, some of these were phone calls directly to salespeople’s lines, they had their direct phone number from a business card or an email, so they were calling in. 

You can see we have a call from Google organic, we have a call from Yahoo, a review website. They’re all automatically generating in, so you can report on that in HubSpot, and it’s going to give you and your sales reps just a little bit more context into these leads and where they’re coming from so you can tailor the conversation. And of course, if you only want to send certain leads to HubSpot, like not maybe calls to direct salespeople’s lines or other things that you might be tracking in CallRail, we actually have a feature inside a CallRail called Integration Triggers. 

And what we give you the ability to do is to pick and choose what data you actually want to flow into your integration. So, as you can see right here in this middle line for the HubSpot integration, I could set it up, “Hey, I only want calls from AdWords and needs to be specific phone numbers to flow into HubSpot.” You can pick and choose here where it says All Calls. 

I could say missed calls, voicemails, that sort of stuff. Minimum duration, right? So, if I’m a marketer setting up this integration, I don’t want my sales reps to have to deal with garbage leads and misdials, right? I really want them dedicating their time to valuable, meaningful conversations. So, I’m only going to push into HubSpot phone calls that are longer than 30 seconds because, for my business, I’ve effectively determined that that is a good meaningful conversation and that’s the kind of stuff that I want my sales reps focusing on. 

So, you have a lot of power to really align your sales and marketing team. So, not only are you automating the lead hand over, but you’re making sure that you’re sending your sales team the good stuff that you want to be sending them. All right. So, now onto the next topic, which is why I’m sure a lot of you are here, and that’s actually viewing the phone calling data inside of HubSpot and what that actually looks like. 

 

So, HubSpot is awesome. I’m sure the third of you in here that are already using HubSpot…actually, it looks like it’s over half of you are already using HubSpot. You guys know that it’s a great tool to help you measure the entire marketing analytics funnel all in one place. They have amazing out-of-the-box reports, dashboards. I actually stole this blurb from their website, “It’s everything you need to be a smarter data-driven marketer.” 

And that’s 100% true, right? They really do help you kind of elevate that, and we want to take it to the next level by allowing you to use all those out-of-the-box analytics, reports, dashboards with your really valuable CallRail phone call data. So, CallRail actually populates three of the following HubSpot objects. So, we use something called the Engagements API from HubSpot. 

 

Engagements API

And this is for the latest version of our HubSpot integration that we’re so excited about. It’s brand new. So, by using the Engagements API, what happens is that all of the phone calls tracked in CallRail, they’re pushed to HubSpot as call engagements. So, we’re using the same endpoint that HubSpot uses if you’re using their outbound dialer. 

So, that means all of your phone calls, whether they’re inbound through CallRail or outbound through HubSpot, are tracked the same and you can kind of get granular if you need to inside of HubSpot, but this is really, really helpful from a reporting perspective inside of HubSpot. And we’ll also update the call outcome field. So, we’ll let you know if a call was connected, if it was missed, if a caller left a voicemail. 

And we’ll also send over the call duration as well. I had that missing on this slide, but we’ll also notify you of how long the phone call actually was and we’ll push that call recording as you saw a couple of slides ago. The second object that we update is the contact object. So, that’s where we’re actually sending the call activity to and that’s what we’re actually creating, we’re creating that contact for you. 

But we’ll also update four of the contact properties. We’ll update the marketing source. So, if you’re using CallRail to track the incoming source of a phone call, whether you’re using our dynamic number insertion, which for those of you that aren’t familiar, we’re actually able to swap out the phone number on the website with a specific number based on where the caller came from. 

 

Know the source of your phone calls

So, we can actually tell you some really granular stuff down to what PPC keywords someone searched before they placed that phone call. We can tell you if it was from organic, Facebook, Twitter, Yelp, you name it. You can also get individual phone numbers for specific campaigns. So, it doesn’t matter what type of number you’re using in CallRail. We’re always going to send the marketing source of the call directly into HubSpot. 

And then if you are using what’s called our keyword-level tracking and our dynamic number insertion, we’re also going to be able to send over the Gclid from paid Google calls. We’ll be able to send over the PPC keywords from paid Google, and Bing, and Yahoo calls. And then lastly, we’ll be able to send over the landing page of the caller, which is really helpful at you finding out what pages on your website are actually helping convert those customers. 

 

And so the last object that we’re going to populate CallRail call data into is the company object. So, if we’re creating a lead, we’re actually going to update the company as well. We’ll push to that first source contacted field so you can see what marketing campaign generated this company. And we’re also going to update the last source contacted and field if we’re sending over a call activity to an existing contact or company, so that way you can report on that as well. 

And now what does this actually look like in HubSpot? So, what you’re looking at here is from the HubSpot sales CRM. I do want to point out that this was using their reporting add-on, so some of the stuff that I’m going to show you, you do need that reporting add-on. And if you’re interested in learning more about that, I would recommend talking to your HubSpot account manager or contacting their support team. 

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But as you can see, we’re actually able to report directly on the call outcomes right here in the Sales Dashboard. So, if I’m a sales manager, I’m able to see, “Hey, how are my sales reps doing?Why did they miss 43 phone calls?Actually, closer to 70 because we had 30 lead voicemails.Was it because of time of day?” 

That sort of stuff so you can get a little dive a little deeper there directly in HubSpot. And then of course, your count of calls by month. And there’s a lot of other reports that you can do as well. This is just kind of a sneak peek for you guys. Two more than I actually created within the HubSpot marketing platform. So, as you can see, New Contacts By Source. 

So, this includes phone calls, and emails, and form fill-outs, which is great, right? You’re reporting on every single touch and every single lead all in one place. You’re not having to silo and go to, like, three different tools to find that out. You can find it all in one place. And then secondly, the Phone Call Lifecycle Pipeline, so this is an out-of-the-box HubSpot report that I’m sure some of you are familiar with, the customer lifecycle. 

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And I actually just filtered this by phone call activities. So, I can actually see how my leads are flowing through, right? Are phone calls actually converting into customers or not? What do we need to work on at my company to make that happen? Awesome. So, now on to the third problem that I’m sure a lot of you guys know about and have experienced. 

 

Bringing in qualified leads

And that is, is this marketing campaign that I’m running actually doing a good job at not only generating leads but generating valuable leads? And it’s, of course, sometimes easy, especially, as you just saw, once you get things set up, to say, “Oh, hey…” I’m actually going to go back to the screenshot. “Oh, hey, I generated 100 leads from Google. I hit my quota. I’m good for the day.” 

But what if, over half of those leads were just bad and they weren’t good and your salespeople are telling you, “Hey, this is garbage?” How can you actually validate that and make sure, and then go back and improve your marketing. So, there’s two ways that you can get campaign feedback with CallRail and HubSpot. The first thing I’m going to talk about is conversation intelligence. 

 

 

And that’s going to be really, really helpful for the marketers on the webinar. And then the second piece that I want to talk about is the automated lead scoring, which I think is going to be really, really helpful for any salespeople on the webinar. So, as I just mentioned, increasing call volume, it’s really only meaningful if you can ensure that you’re sending high-quality leads and high-quality phone calls. 

 

Conversation Intelligence

You want to make sure you’re driving calls that actually close. So, we have a ton of out-of-the-box conversation intelligence tools directly inside of CallRail. Probably the easiest to set up and implement, it takes one checkbox when you’re inside a CallRail creating a phone number. And that’s call recording. 

So, we can record every single phone call free of charge, it’s included with every single CallRail account. And what you can do as a marketer is you can go back and listen to those call recordings to understand what leads are asking about, how can you improve your marketing? Right? And if you’re not driving quality leads, what type of people are you driving? That what are they concerned about? 

And is it a sales training issue that they’re not able to close those leads? Or is it really a matter of, “Hey, I need to go in and update my messaging. This absolutely makes no sense. I need to stop bidding on that keyword,” that kind of stuff. So, it’s completely up to you. And we push those recordings directly into HubSpot, which is really, really helpful. 

I think what’s helpful is maybe leads that have converted into customers already and listen to those phone calls, so you can hear what a good lead sounds like and the kind of people you want to generate. And then also if sales is just not accepting them as sales qualified and you’re saying they’re marketing qualified, what’s the disconnect? Go back in, listen to the phone calls, try and understand what’s happening because if not, once again, we’re going to get into that same fight that I was mentioning earlier that none of us are strangers to, where sales is saying one thing, marketing is saying another. 

 

Lead Scoring

Why don’t you just go in and set the record straight and hear the actual phone call that the sales rep was having, so you can understand where they’re coming from and do a better job to kind of make that better? The next piece of the puzzle in terms of campaign feedback is HubSpot’s automated lead scoring. So, this is an out-of-the-box HubSpot feature, which is awesome. It provides a pretty detailed profile to the sales rep working a lead, so that they can understand, like, “Is this a good lead?What are the activities that this lead has accomplished?And what kind of value is my marketing team placing on those activities so that way they know who’s red hot and who they need to reach out to?” 

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And this is the general automated lead scoring setup inside of HubSpot. And so you can come in here, you can set up any and all positive or negative attributes that you want to. But what’s awesome is once you start pushing the CallRail data into HubSpot, you can actually use that to set up your lead scoring. 

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So, I have three different examples here for you to look at, right? So, maybe if I consider phone calls a high-value customer, I know they convert better, they’re more interested, I’m going to give those a good score and I’m going to give those a score of one, which is so helpful to the sales rep. But, hey, if the call duration is greater than 60 seconds, so they stuck around and had a long conversation with my sales rep or someone at my company, I definitely want to give them a high score. 

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Or here… If the last thing they searched on the internet was my company’s name, obviously, my brand is top of mind, so I want to rate that lead score even higher. In CallRail, these are all of those contact properties that I was talking about that CallRail will update. So, I think it’s in your best effort if you’re already doing this kind of stuff inside of HubSpot, to utilize the phone call data to even take it one step further and really set up that really powerful marketing automation. 

And this stuff can be layered. So, maybe you know that leads that come from Google Paid and search are really high value, so, okay. But then also, if a lead came from search, and they called, and the call was over a minute, I’m going to give them a score of eight. I’m going to really bump that lead to the top of the queue for my sales rep because that’s powerful. 

 

And so this real-time campaign feedback for the sales rep, they’re able to see what you value. And you guys, I would recommend you work together to set this lead scoring up, so that way you, the marketer, aren’t just dictating what’s a good lead, and once again, getting into these fights, right? We’re trying to solve the sales and marketing problems. So, work together, create this stuff, but definitely include phone call data in your lead scoring because I think that’s only going to make you a better organization and help you close those really meaningful leads upfront. 

 

Segmenting leads and using HubSpot workflows with call data

And so now, getting into the last piece of the puzzle and what I think is some of the really, really powerful stuff, and that is segmenting your leads and using HubSpot workflows with your call data. So, what are HubSpot workflows? If you are not familiar with HubSpot workflows, whether it’s because you just haven’t set them up yet or you’re not using HubSpot, so, HubSpot workflows can help you trigger relevant and timely actions based on context. 

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And, as I just showed you, once that CallRail data starts flowing into HubSpot, you can make that as your context. And so essentially, a Workflow is like an if-this-then-that sort of a thing. So, if a lead does this, then I need to trigger off the specific marketing or sales activities. So, this is a really, really powerful marketing automation piece that HubSpot does so well, and using the phone call data can just take it one step further. 

And so I know that a ton of marketers, it can be a struggle to really segment your audience, and so by using the CallRail data with your HubSpot workflows, you’re able to effectively do that and drive some really meaningful conversations from your sales team. So, some examples of things that you can do with HubSpot workflows, you can set contact properties. 

So, you can say, if a lead did this, set them as…mark them as an opportunity, mark them as a sales-qualified lead. You can actually send out automated emails. You can alert your sales team. You can assign a lead to someone on your sales team. And then if you are doing things like webhooks, you can actually send… the CallRail data that we’re pushing into HubSpot, you can then push it from HubSpot to another third-party tool, which is going to be really helpful. 

 

And so I’m actually going to walk through a couple of examples of doing these four workflows powered with CallRail data.

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Example #1: Setting contact properties

So, first example I want to talk about is setting contact properties. The example I have laid out here, right? If the activity type is call, so if someone calls, a contact calls, it doesn’t matter whether they’re a new lead or an existing property, we want to go ahead and mark them as a marketing-qualified lead. 

And I set this up pretty quickly. Obviously, as you can see, it’s only two steps, a two-step workflow. And I’m sure a lot of the workflows you guys are going to build out are going to be a little bit more intricate than this. And one thing that HubSpot does warn is if you set this up exactly as I’ve shown you, it’ll actually go back in and turn some of your current customers into marketing-qualified leads. 

So, you definitely want to add in a step there to kind of exclude based on who it is. But the point is that this is going to push those high-value customers, the ones that are calling in, to the top of the list and you’re going to be able to also do some great reporting on how many marketing-qualified leads you actually had because if you aren’t tracking phone calls, you’re not pushing it into HubSpot, you don’t have the full view of how many marketing-qualified leads you’re actually generating. 

And without CallRail, the conversation can go something like… “Oh, hey, we had 10 form fill-outs yesterday. Six of those were marketing qualified leads at a cost of $10 a lead.” But if you actually have CallRail, you’ll say, “Oh, we got 10 form fill-outs and 8 phone calls, and so we actually had 12 marketing-qualified leads at a cost of only…” I can’t do that math right now in my head, but let’s say $6 a lead. 

So, not only is it going to drive down your cost per lead, it’s going to improve your reporting. And once again, it’s the power of automation doing all of it.

 

Example #2: Sending out follow-up email to your leads

So, let’s say you have a CallRail phone number set for a specific campaign. You can send out marketing campaign-specific emails, right? 

So, maybe I have a phone number for a special deal. Whenever someone calls that number and that’s the activity type and the marketing source, I could trigger the email that’s, like, explaining the deal. And the actual example that I have here. If a caller leaves a voicemail, maybe I want to create an email that says something along the lines of, “So sorry we missed your call. We’ll be in touch as soon as possible.” 

So, I want to mark them as a lead and send them that email, so that way, they don’t just think, “Oh, I called in and no one contacted me.I’m done here.I’m going to keep shopping around.” No. They might hopefully wait around for you guys, for someone to get in touch really soon. So, there’s a couple of different ways that you can use this specific example and I think they’re all really powerful. 

 

Example #3: Sending lead alerts to your sales reps

So, going back to what I showed, like, way earlier when I was talking about lead turnover, the faster a sales rep can get to a lead, the more likely it is to convert. So, let’s say if the call is answered, it’s connected, it’s greater than 30 seconds, or 90 seconds, or whatever your company deems as a high-value lead customer. 

So if that happens, I want to create the task automatically for my sales reps to follow up so they don’t forget, then I’m going to send them an email that says, “You have a new lead.” And that way, they know what’s happening. So, even though sure, they probably answered the phone call and they talked to the lead, there’s still some follow-up that needs to be done, right? 

You don’t just have the call conversation and the sale’s over. There’s usually some extra pieces of the puzzle that go with that. So, this way, we’re automatically getting that top of mind for our sales rep and, once again, they’re not having to spend a portion of their day creating that task or putting in a calendar invite to send the email. We’ve done all that for them automatically out of the box, which is super, super helpful and going to keep those sales reps even more productive. 

 

Example #4: Using Webhooks with HubSpot and CallRail

And the last example that I have. So, if you are using webhooks out of HubSpot…and CallRail does have webhooks as well if you just like to send the call data directly from CallRail and bypass HubSpot, but I’m sure if you’re using HubSpot, this is probably important to you.  

If someone places a phone call and you have all that information in the contact property, you can actually trigger a webhook to send them activity and all that contact data wherever it is that you need it to go. So, if that’s in… I don’t know. Like, another CRM tool. Maybe you’re only using HubSpot for marketing automation. If you have a contact center solution, you name it, we’re definitely able to do that. 

 

And CallRail does send the calls into HubSpot as soon as they start. So, that will be really, really helpful. All right. I think we’re ready for our last poll. 

There we go, guys. The last poll is up, like Madelyn said, so please feel free to submit your answers and we’ll get you taken care of. 

Yeah, I hope you’ve enjoyed today. We’re about to dive into questions. But before we do that, we just kind of wanted to make sure that this was useful and kind of gage who wants to learn a little bit more about CallRail and HubSpot. Like I said, I was pretty surprised to see so many of you aren’t using both and I hope that this kind of convinced you of some of the value of integrating your phone call data with HubSpot. 

 

CallRail Q&A

All right. Awesome. So, I think we’re ready to get to some questions. Perfect. All right.

 

1.  I am currently using CallRail and HubSpot. I re-enabled the HubSpot integration, but I’m not seeing a difference in the HubSpot record. The call recording is still the raw link and not the recording. The generated email is still being added. I understood that would not happen anymore. 

Hey, Jane. So, if you are an existing CallRail customer, the new version of our integration needs to be turned on for you on the backend. We did that because some of those workflows and things that I showed earlier, they would be disrupted for our customers that were using the older version of the integration. And we didn’t want that to happen. 

So, I’m happy. We’ll follow up after the fact with someone and we’ll open a support ticket for you, but we just need to turn that on on the backend, and once we do, you’ll see those calls start to populate like I showed in today’s webinar. 

 

2. How do you obtain a lead’s email address to send a separate email when the lead calls and leaves a voicemail? You mentioned this a few slides ago. 

Yes. Obviously, CallRail, we’re only able to track the caller ID data. So, that would only be possible for an existing contact in your HubSpot account who you do have the email address information for. When CallRail creates a lead, we do not populate anything in the email field in the new version of our integration. That field remains blank. 

What we send over is we send over first and last name, the caller’s phone number, all of the contact properties and I mentioned, like, marketing source, Gclid, PPC keywords, you name it, the call recording link call outcome. So, yes. Obviously, that would not… That workflow would not be possible with a new contact and you would need to set that up as such in HubSpot. 

But if you have an existing contact, and they leave a voicemail, and you already have the email on there, then that would be possible. 

 

3. Does the integration send over tags from CallRail?

So, currently today, it does not. We do not send over tags from CallRail. That’s kind of a limitation on the HubSpot end. We don’t have a field to map to to send them in HubSpot. This is definitely something that we can look into even more with our product team or if you have a suggestion, we’d love if you actually put in a feature request with your HubSpot rep to maybe create a tag fields or something of the like in HubSpot because then we can definitely use the API to send that data there. 

Right now we’re just kind of missing a field to send that to. 

 

4. I want to make sure I understand.Is the reporting add-on in HubSpot required to get the CallRail info into the dashboard?

So, in terms of getting the CallRail data into the dashboard, not everything I showed you requires the reporting add-on. So, we will send all of that data into HubSpot no matter what without the reporting dashboard. We’re still going to update the contact properties, we’re going to send in the marketing source, etc., etc. But if you would like to do so, for example, I might go back here and show some of those sales dashboards, those specific screenshots that I showed, those do require the reporting add-on. 

Now I’m going too fast, too far. And that’s just because of the way HubSpot will report on the activities, so the engagements. This specific screenshot… it’s the next one. Here we go. So, to report on the engagement at this level does require the reporting add-on. That said, these next two I believe do not require the reporting add-on. 

You can definitely go in and play around in HubSpot. But like I said, we’re going to send all that data no matter what. So, if you’re able to go into the dashboard and create reports on those contact properties without the reporting add-on, that should be no problem. 

 

5. Is there some type of call recording notification on each call that the caller will hear? 

So, that is something that you can figure inside of CallRail and that is truly up to you. And we do recommend that you look at your state or country’s call recording laws. But we do have the ability for you, whenever you are recording phone calls and the caller connects, we have a robot that will read, “This call is recorded for quality assurance,” or you can customize it to whatever you’d like, upload an MP3. 

There’s a couple of different options for you, but we definitely can help you do that. 

 

6. What does the integration cost? I’m assuming API. 

CallRail’s HubSpot integration is included for anyone on a CallRail Pro, or Elite, or Plus plan. So, the only plan that’s not available for CallRail today is a starter plan. But in terms of HubSpot, you can actually set up our integration with a HubSpot free account, sales or marketing. Obviously, your reporting levels will be somewhat limited if you’re using HubSpot free, but we can definitely, if all you need to do is set up, start sending leads and view those call recordings, you can totally use a HubSpot free account with a CallRail Pro plan or higher and that’s possible. 

 

7. Are both HIPAA compliant for the healthcare industry? 

I cannot speak to HubSpot’s HIPAA compliance. What I can tell you is CallRail does offer HIPAA-compliant call tracking and we have several plans and we’re happy to talk to you through that. And we have enabled the integration. So, if you’re on a HIPAA-compliant CallRail plan and you’re sending phone calls from CallRail into HubSpot, we do not include the call recording in that instance, and that’s just for HIPAA compliance. 

And I believe we mask some of the data that we’re sending, once again, that we maintain HIPAA compliance, and we also request that you have a BAA in place with HubSpot because you will have a BAA in place with us. But yeah, we definitely are HIPAA compliant and we definitely have ways to ensure that the data you’re sending into HubSpot is HIPAA compliant as well. 

 

8. If call transcriptions are activated, will CallRail send over the transcript? 

As of today, we will not send over the transcript to HubSpot. Very similar to the tag question that was asked earlier. And that’s kind of a limitation on where we could send the data. I think this is something that we could look at doing at a later date maybe if HubSpot does offer transcriptions, we’d be happy to kind of send it to that field. 

But just right now, they don’t offer that for the call engagement. So, we also recommend that you put in a feature request with HubSpot and then we’d be happy to look into that on our end as well. 

 

Excellent. So, I think those are all the questions that we have today. Again, we are going to be sending this out as well. And then it’s also going to be accessible via the Resources page. 

 

Awesome. Thanks, guys.