Strong sales and marketing alignment is a cornerstone of high-performing companies, where collaboration extends from leadership into the technology used by both teams. This alignment leads to 24% faster revenue growth and a 38% higher sales win rate compared to misaligned peers. However, achieving this alignment is challenging; one-third (35%) of marketers cite ineffective communication between sales and marketing as their top issue.
A common source of misalignment is the lack of visibility into the role of phone calls and text messages in the customer experience. Marketing teams drive calls from new leads, while sales reps handle these calls, but without call tracking insights, there is a significant blindspot. To address this, companies need integrated sales and marketing data and technology.
CallRail’s integration addresses this need by bringing call and text insights from marketing into HubSpot, sales and marketing's single source of truth. Now, the updated integration brings new enhancements, adding more value for marketing and sales teams, who can access even more analytics to improve the customer experience and optimize the sales process. Let’s take a look at what’s new.
Updated integration adds call performance insights for simpler, smarter sales follow-up
Sales reps handle dozens of calls daily. The updated integration leverages those conversations to capture game-changing sales insights.
For sales leaders, optimizing follow-up strategies typically involves listening to recordings and gathering incomplete information. The new integration offers three ways to track and measure each call, enhancing automation workflows and reporting to improve lead evaluation and prioritization.
1) Create a more intelligent lead follow-up strategy based on what the lead has done.
The updated integration rounds out the lead’s journey, combining their online interactions with insights into how they’ve moved through the phone tree or which sales reps they’ve interacted with.
By tracking which sales rep a lead spoke with, sales leaders can configure call flows in CallRail based on the agent, their location, and their department, and align those call flows with workflows in HubSpot. This makes it possible to automatically generate follow-up lists and reporting based on agent and location.
2) Take caller sentiment into account when deciding on the next action to take.
Caller sentiment provides critical insight into how each call goes. By incorporating caller sentiment insights from CallRail’s Premium Conversation Intelligence™ into HubSpot’s updated integration, sales leaders have an at-a-glance way to prioritize fast follow-up for high-value leads or devise a strategy for customers and leads at risk of churning.
By analyzing the calls with the highest and lowest sentiment scores, sales leaders can uncover training opportunities that quickly improve a sales team’s performance or use those calls to improve their lead-scoring models. Positive sentiment scores can also be used as a trigger to follow up with a CSAT prompt or review site request.
3) Improve segmentation with tags to prioritize follow-up and assess campaign performance.
A new feature available in the integration provides more context for each contact from CallRail, including tags for new or existing contacts, product lines, and conversion value, which are now available in HubSpot. Sales leaders can use these tags to segment leads and create branching workflows that automatically keep deals moving through the funnel. For example, a new lead tagged for a flagship product with a conversion value over $500 can be automatically added to a specific rep's follow-up list, ensuring prompt attention from the right person.
These tags also enable marketers and sales leaders to assess campaign performance directly within HubSpot, offering new insights into how leads interact with various campaigns and facilitating more effective strategy adjustments.
Measure marketing effectiveness with more attribution data
Optimizing campaign performance and marketing spend is a constant struggle for every marketing team. The enhancements add more data points to give marketers a better view of their role in driving leads and revenue — helping marketers stay in sync with sales teams and vice versa.
Now, when a lead calls in from a digital source, such as a Google Ad, each number will not only pass the source and Google Click ID (GCLID) into HubSpot, but also include the medium and campaign. With this extra attribution data, marketers can dive deeper into the conversion rates and ROI for each ad or campaign.
The updated integration also makes it easier to track the performance of offline campaign sources, such as fliers, TV ads, or call extensions. Previously, when a lead called in using a Google Ad Extension number, the source would have populated as “Google Ads” in CallRail and as a contact with an original source of “paid search” in HubSpot. Now, the corresponding offline source passes through based on the Google Ad Extension number.
CallRail + HubSpot integration: Great before, even better now
For years, marketers have relied on the CallRail integration with HubSpot to understand which campaigns drive leads to call and convert — and nothing about that is changing. Marketers can still access inbound call data alongside lead activities, offering customer journey insights and enabling automated workflows triggered by phone calls. This allows marketers to:
- Get a complete picture of marketing campaign performance by integrating granular reporting for phone calls and text messages with the rest of the lead activity and conversion data in HubSpot.
- View call tracking and caller activity data like lifecycle stage, first and last touch, and all recent interactions within your HubSpot account.
- Evaluate phone call leads for a better idea of which HubSpot-managed marketing activities are driving sales.
- Simplify lead management with automatic lead and activity creation from phone calls.
For The Law Office of James E. Crawford, Jr. and Associates, LLC, integrating CallRail and HubSpot helped fill the attribution gap for their lead phone calls. With CallRail data directly in HubSpot, they streamlined their marketing with a 20% reduction in ad spend, brought in better-qualified leads, and increased client retention by 61%.
And now, with the CallRail and Hubspot integration updates, marketers can solve even more of their marketing challenges, including capturing every interaction in the lead journey, tying phone leads to revenue, and creating better customer experiences.
See why HubSpot named CallRail an “Essential App for Sales”
The CallRail integration for HubSpot has helped marketers understand the role their campaigns have in driving new phone call leads and how those leads convert into sales. The updated integration delivers further value to sales teams and helps marketing and sales teams align around high-quality lead insights.
No company can have a complete picture of its inbound sales and marketing performance without call tracking. That’s probably why HubSpot recently recognized the value that their customers see when using CallRail by naming CallRail an “Essential App for Sales.”
See what CallRail and HubSpot can do for your sales and marketing teams.
