Agency Optimizes Client’s Lead Qualification Strategy with CallRail

WebMechanix is a full-service digital marketing agency in the Baltimore area, focusing on SEO, paid media, email marketing, marketing automation, web design and development. A strong focus for the organization is conversion rate optimization. But in order to effectively execute a conversion optimization strategy, the firm needed to know the sources of the best leads for their clients. CallRail delivered a custom fit for this need, and provided the right mix to enable WebMechanix to address client concerns across an array of issues.

The Challenge

A significant portion of WebMechanix’s portfolio includes B2B services for local business. “Many of these businesses close their leads over the phone,” stated Brian Thackston, Director of Content and Marketing for WebMechanix. “In the past, we had to rely on the business owners’ understanding on whether they considered a lead qualified, and also to identify the source of that lead. That was how the client judged the effectiveness of our campaigns.”

The CallRail Solution

CallRail answered this challenge by enabling WebMechanix to embed tracking numbers within each of their marketing campaigns. The numbers ring back to the client, but each call enables the source of an inbound lead to be identified. This is paired with call monitoring so that the agency can track how leads are handled and routed after they are received.

WebMechanix uses CallRail to track paid and organic search-generated leads and reviews inbound calls to clients on a weekly basis. They assess the quality of each lead and generate monthly reports for their clients.

CallRail Impact

“With CallRail, we’re actually able to listen to the quality of the calls, while tracking total volume of calls,” said Thackston. “It helps us to get some hard numbers to keep the client accountable for the sales side of the process. We felt like we were generating quality leads. CallRail helped us understand just how powerful those leads were.”

Brian Thackston shared some examples of the power the agency could leverage through CallRail analytics:

  • “We often work with clients that use more than one vendor for marketing,” he shared. “One thing we commonly see is traditional agencies trying to claim credit for our leads. In one case, we had a client that invested heavily in TV advertising and billboards. While a significant amount of leads were generated, we were able to prove that a majority were from our efforts, not from other media. We could do this because we used a CallRail number that only shows up for our campaigns.”
  • “For another client, we identified multiple calls where callers were asking the same question,” he continued. “We were able to populate the information they were looking for into key sections of the client’s website to improve the client’s customer service level. In a similar case, we identified that a higher number of calls were going to a cyber-security client with customers that were seeking to renew their product license. We built licensing functionality into the client’s website, which streamlined this entire process, for both client and customer.”

“In another case, we installed the call monitoring software from CallRail and noticed several leads that were poorly handled by the client’s receptionist—the leads were not even being routed properly to the right staff,” Thackston explained. “After the client corrected the issue, lead handling greatly improved, which increased conversions for the client.”

But for each of these client stories, there is an overarching, more powerful picture of the value delivered by CallRail. “The biggest thing CallRail brings to the table is a qualitative assessment of our online conversions,” Thackston concluded. “We’re always interested in how we’re attracting the best leads. CallRail helps us to focus on the sources of the strongest leads and enables us to come closer to closing the feedback loop.”