It’s easy for marketers to get stuck in the “get sh*t done” hamster wheel leading up to a product launch or major company event. It can be tough to take a step back to review campaign data or evaluate new technology that could take your work to the next level and get you the recognition you deserve. Unfortunately, I don’t have an easy out for you. You need to continue to innovate and uncover new ways to drive results for your team and the business.

If you work in an industry like financial services, telecommunications, or healthcare, it’s a safe bet that a decent portion of your sales are happening on the phone. This is because the buying process is more involved — people either want more information or basic reassurance from a human being before spending a bunch of cash or signing a multi-year contract. If you’re not yet able to attribute the sales happening on the phone to your marketing spend, then call tracking might be a quick win for you and your team. It will help you uncover a new source of data (phone calls) that you can use to optimize your paid search campaigns, website landing pages, and even the call center experience.

Let’s break down four ways why delving into call tracking can make you a better marketer and ultimately boost your career.

1. Get the Credit You Deserve for ALL of Your Marketing Efforts

While you have access to end-to-end customer journey data and attribution from purely digital campaigns, the data trail goes cold when your customer picks up the phone. Without data from phone calls, you’re making decisions and spending budget (sometimes A LOT of money) based on an incomplete data set.

It’s time to change your mindset that call data is locked up in the call center. Technologies like Invoca help you grab this data and easily integrate it with the marketing technologies you’re using today, whether that’s Google Ads, Adobe Analytics, or Salesforce Marketing Cloud.

This was the story for Andrea Pearson, the CMO at Dispatch Health, she commented, “Phone calls were a major blind spot for us and we could only guess what might be driving them. But I’m not interested in guessing, I need data to make the right decisions.” Within 90 days of implementing Invoca, Dispatch Health was able to convert 50% more consumers. The call data was key to improving not just call conversion rates, but also on their website and requests made from other digital channels. Using call data from Invoca, the marketing team was able to improve effectiveness of everything from ad copy and landing pages to the actual handling of the phone calls.

Read the case study here.

2. Uncover Brand New Insights That Will Impress Your Boss

According to Salesforce, brands plan to use 15 data sources on average in 2019 and at current growth rates, the company says it’s easy to see the average brand using close to 45 data sources by 2025. Suffice it to say that data is becoming increasingly important in marketing and you shouldn’t shy away from using tools that give you access to more data. Your competitors will be doing the same thing and then refining their strategy based on the data that’s driving the biggest impact.

For example, Noah Brooks, manager of analytics and strategy at University Hospitals, used Invoca to uncover never-before-seen metrics that have drastically impacted the company’s marketing strategy. “The ability to tie scheduled appointments to marketing performance in real time with Invoca and Signal AI has “changed the direction of marketing” for University Hospitals. Rather than saying, ‘This ad drove 10,000 clicks,’ we can now say, ‘This ad drove 500 appointments, and those appointments went to these specific doctors or locations,” said Brooks. Invoca helped Brooks and his team discover something else — that the two-minute metric they’d been using to count conversions was meaningless. “After we implemented Invoca and started recording and analyzing calls, we realized a two-minute call is not a conversion,” he said. “In fact, it was highly unlikely that someone would even answer the phone in two minutes.”

Read the case study here.

3. Push Yourself to Look More Holistically at the Customer Journey

Call tracking will force you to look at the interplay of online and offline customer interactions. Even though we know in our hearts that these paths to purchase don’t happen independently of one another, we tend to focus on the channels we’re comfortable with as marketers and know we can measure. However, the reality is that every CMO today wants to create a great customer experience and part of that is thinking holistically across channels and devices. According to Salesforce, high- performing marketing organizations are 10x more likely to create personal omnichannel experiences.

Adrian Lazo, EVP of marketing at Clearlink, is doing just that. “Clearlink is also using Invoca as the link between the online and the offline so it can capture insights from customers’ web sessions,” he said. “We can see what a customer was actually looking at online and then pass that information along to support center staff through the Invoca platform.” “So, a support agent can now say to a customer, ‘I see you were looking at questions about your bill,’ or ‘I understand you were looking at information about resetting your modem.’” He continued, “With Invoca, our agents no longer have to start from scratch in customer conversations. They now know what a customer was looking at on the web before they actually called in. That has helped us to reduce our call handling time by 40 percent.”

Read the case study here.

4. Make New Friends in the Call Center

Call tracking helps you break out of the marketing team cocoon and get to know your colleagues in the call center! These teams have far more in common than can be seen from the surface. There’s crossover in unexpected places, and when marketing comes at your call center with a new call tracking and analytics solution, it might be a blessing in disguise that benefits both departments and creates new connections. With a solution like Invoca, your new call center friends will be able to reap the following benefits:

  • Uncover unknown inefficiencies
  • Reduce the volume of unwanted calls
  • Fight spam and robocalls
  • Reduce telecom costs with SIP routing

For example, CHG Healthcare began using Invoca to get better attribution for calls being driven by digital marketing campaigns. While much-improved attribution came as no surprise, the call center issues that Invoca helped them uncover opened a lot of eyes outside of marketing. As they began monitoring call traffic with Invoca across two different divisions, they noticed something unusual. The first division that they rolled Invoca out to was only answering about 30 percent of its incoming calls. Another was only picking up about 17 percent of the time. All the while, a third division was picking up over 70 percent of its calls. This was a huge issue because calls that went to voicemail rarely converted.

Read the case study here.

As you think about priorities for the rest of 2019, we hope you are inspired by the marketers’ stories we shared about how call tracking can be used to uncover insights that can be truly transformative for you as a marketer and for the business at large.

The Invoca call tracking study guide is the best way to learn all about how call tracking and analytics works. Download it now.
Laura Schierberl

Posted by Laura Schierberl

Laura Schierberl is director of content marketing and communications at Invoca. Prior to that she held positions at Oracle, Responsys and Hill & Knowlton where she honed her skills in all things PR, content and social media. Laura earned a B.A. in Spanish and Communications at Wake Forest University. Fun facts: she loves crime TV shows and her labrador has dabbled in modeling.