This is a guest post from Johnathan Dane, the Founder of KlientBoost –– a PPC agency focusing on CRO and aggressive testing. He has grown two separate agencies to more than $5M in annual revenue in less than three years.
Sales and marketing challenges are evolving fast. This is due to drastic changes in consumer habits and channels, and both sales and marketing professionals have to keep up and adjust their processes to accommodate these new user behaviors.
The domination of mobile devices plays a big role here –– your audience expects you to be available at their fingertips at all times.
Not surprisingly, most companies say that converting leads into customers is their top marketing priority and generating traffic and leads are their leading marketing challenges. This makes it even more important to reach your audience where they hang out most and enable them to talk to you when they want to.
As opposed to online touchpoints like organic search presence and paid campaigns, phone calls live offline, making them harder to track and analyze. And this is where call intelligence comes in, helping you to get more quality leads and close more sales.
Consistently catering to always-on consumers
It’s safe to say both brands and consumers are now in the “always-on” mode, being consistently connected with the rest of the world through email, social media, content, and messaging apps. Google reported that 87 percent of millennials have their smartphone by their side, day and night. And almost a third of all smartphone users become “anxious” when they don’t have their phone on them.
Given the fact that call volume is not just steady, but on the rise, paired with the modern marketer’s growing appetite for data, the ability to analyze and measure these touches is just the kind of advantage that could set your company apart.
With the endless stream of information, it seems like audiences now lean towards interacting with a live person on the other end of the conversation, with 61 percent of mobile searchers saying that click-to-call features are most valuable in the purchase phase.
And not only do people prefer phone calls when they’re ready to buy, they also convert at a four times higher rate when they make a call in the sales cycle, making them highly qualified prospects at the point of the call.
Smarter budget investments and time management
In most cases, a person will have several touchpoints with your company before qualifying themselves as a lead, talking to you, or purchasing from you. Customer journeys are now rarely linear and they prove to be a challenge for marketers to fully understand, making it harder for them to attribute the value and success to each participating channel both online and offline.
Call intelligence tools give marketers the knowledge and powerful insights about the person on the other side of the line by connecting their journey to the phone call. This empowers sales and marketing teams to understand how each channel and customer touchpoint contributes to the call and the eventual sale.
With this knowledge, marketers can assign a budget to campaigns more efficiently, and sales teams can use it to improve the caller’s one-to-one experience with the company.
Personalization of customer journey and content
One reason call intelligence has quickly become such an important tool in the savvy marketer’s toolbelt has to do with its ability to make each call the most personalized, unique experience of all the interactions your potential customer had throughout the journey.
Features like caller ID data and visitor timeline enable sales teams to understand the actions their caller took on the website before calling. With pop-up notifications, it’s easy to adjust the flow of the call based on the data the tool has already collected.
You can also use call intelligence to further customize your caller’s experience with custom greetings and voicemails, interactive menus, and routing calls based on the location of your caller, so they get to talk to the nearest store, office, or agent. By giving them exactly what they’re looking for and not just a generic solution, you’re building additional trust and reliability with your caller.
More efficient, streamlined work
You want to make your caller’s experience positive and provide them with an effective and simple solution to their current challenge. To increase your chance of closing the sale, you aim to be prepared and overdeliver on their expectations.
And this can take time.
Right now, you may be manually managing call listening and lead scoring. Maybe you’re transcribing your calls yourself, or you spend a lot of time to dig into call insights to see what worked and what didn’t. These analytics practices can be handled for you by features like CallRail’s Call Score.
The analytics feature of call tracking tools automates and streamlines these processes. This means they will use conversation keywords, caller data, and the entire caller’s customer journey to help you accomplish more in less time. This is because you can identify high quality leads quicker and focus on them.
Wrap up on call intelligence tools
And that’s it. Start using call intelligence in your sales and marketing processes, so you can spend less time on qualifying leads and analyzing performance, and invest more time in creating outstanding caller experiences.