Buying marketing technology like call tracking is rarely a quick and simple process. As a marketing veteran who’s held many technology-centric roles, I know this as well as anyone. From the thousands of different solutions to tight budgets and even tighter technical resources to actually implement new technology, there are a number of hurdles to getting that amazing new platform that you genuinely need.
For many marketers, buying a call tracking & analytics solution is a net-new kind of technology purchase, for others it’s an upgrade from basic or broken systems that just aren’t cutting it. In either case, it can be a daunting task to convince your boss. With the right research and prep, it can be relatively easy to sell the purchase internally, and get the support and resources you need to get you that sweet, sweet call tracking & analytics platform you want.
Calculate the ROI of a Call Tracking Platform
Start with the business metrics that are most important to your boss — volume of conversions, cost per conversion, appointments booked, sales made, etc. Then figure out the direct impact that call tracking will have on those goals — for the better of course! A simple ROI calculator can be a great first step in this process. Invoca has built an interactive online tool that helps you calculate how much potential revenue is being driven by calls that you aren’t measuring or getting credit for. From here you can estimate the increased number of conversions, appointments booked, etc.
Ask your sales rep to also provide similar metrics for other customers that had similar goals, and saw them achieved after implementing Invoca. Together you can craft a clear proposal and plan for how the technology investment will impact your marketing bottom line, and what the ROI on spend will be.
For example, let’s say you’re focused on leveraging call attribution and real-time call insights to help you to optimize your paid search strategy and drive high-quality call conversions. This is a common use case, and our customers have seen an additional 40 percent to 60 percent increase in conversions with no additional media spend. Look at your estimated revenue per conversion, multiply that times the number of conversions a 40 percent increase would entail, and you have your business growth case. Subtract the cost of Invoca from that, and you have your high ROI. It’ll be hard for your boss to argue with that!
Do Competitive Research and Present the Best Option
When shopping for a new tool like call analytics, there are likely to be a few companies that claim to offer the same product capabilities and benefits. Any boss worth their title will expect that you’ve vetted the top few and can clearly explain why the one you’re recommending is the best for your company’s needs.
Make sure you’re able to clearly articulate a few clear bullet points on the specific value you’ll get from the vendor you’re recommending, and why you think these particular areas provide the most important benefits to your company. For example, many marketing teams choose Invoca because of our Enterprise-ready features — we’re the only vendor that is fully PCI certified, and GDPR and HIPPA compliant, which is crucial to companies in industries like healthcare and financial services. Or for marketing teams focused on sophisticated digital personalization strategies, our Signal AI product is the only of it’s kind to deliver personalized and accurate call conversion data seamlessly into your digital tech stack in real time. This is crucial if your marketing team is focused on creating personalized digital content and retargeting experiences on a per-customer basis.
Your sales rep can help you with some of the leg work here. If you clearly articulate the business KPIs and strategic marketing initiatives that are most important to you (and your boss!) they should be able to help you understand their key points of differentiation and benefits to your business.
Leverage Customer References
Even if you’ve crafted a compelling proposal based on the tips above, firsthand customer references are one of the best ways to help justify making a new investment and will be more than just icing on the cake. Sure, you understand that buying a call tracking & analytics solution like Invoca will help boost your marketing performance, but what if the head of digital marketing at a successful company (one that that looks just like yours) told your boss instead?
Case studies are a good start here, but personalized, 1:1 reference calls with happy customers are a sure way to win. Again, this is an area to leverage your sales rep. Say you want the chance to speak with a happy customer or two from a business with a similar marketing model. How have they implemented call analytics? What call data and insights are they leveraging, and how has it impacted their marketing results? How easily and effectively is call data integrated with the systems you already use? What has the customer service and support been like? This is an especially important question to ask when buying a new technology, and the right answer can help your boss understand the implementation and roll-out process will be positive.
By doing your research, leveraging the support and knowledge of your sales rep, and turning to customer references for honest endorsements, your boss should be happy to approve your call tracking & analytics purchase. Even better, they’ll be impressed by the major marketing improvements you’ll be bringing to the team!