Advanced Attribution

How can Marketers Benefit from using Call Analytics Platforms?

It is usually the prerogative for the marketing team to drive inbound leads and get a larger percentage of the available online traffic to interact effectively with a brand. Inbound leads are leads that show interest in a brand’s products and services and they usually reach out with the goal of wanting more facts and information. If planned right, inbound leads or inbound callers can be made to convert faster than other traffic and audiences, this is where Call Analytics platforms can help.

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Call Analytics systems can play a crucial role in closing the marketing gaps, especially lags between different channels. This can lead to better planning and handling of inbound leads while also enhancing the marketing-sales relationship and alignment within a company.

Marketers today can integrate call analytics data into their existing martech stack to get a more comprehensive view of their customer buying journey. Why have call analytics platforms become more important to marketing and sales teams?

A few of the top benefits of using Call Analytics Systems include: 

  • Improves multi-channel attribution: In a multichannel marketing and online selling world, prospects and leads land up on a brand’s page or website via various mediums; through social media pages, through an online ad, maybe even a landing page hosted somewhere external. By using the tracking analytics within call analytics systems and scripting the right marketing flow, marketers can identify which inbound leads came through which channel thereby assessing channel effectiveness and improving attribution models in many ways.
  • Leads to optimized marketing and sales campaigns: When inbound leads or inbound calls are tracked through proper analytics methods and assessment systems, it is easier to identify what channel or messaging was resonating more with a particular prospect base, in the eventual term this can allow marketers to further the output of different campaigns and future marketing plans.
  • Helps build a more unified view of the customer: Call analytics dashboards can easily be integrated with a company’s CRM or other marketing automation systems, thereby providing a more unified view of the customer profile and buying journey through a singular system. This can help scale enterprise sales and marketing models because it will allow marketing and sales leaders to identify what kind of personalization can play a key role in driving long-term customer conversations and benefits.
  • Allows for better marketing budgeting models: A better attribution model that eventually leads to optimized future campaigns allows marketing teams to know where to allocate more resources and time. This is where marketing leaders can step in to reallocate budgets into those channels and marketing strategies that actually lead to better ROI and long-term customer relationships.
  • Besides improving marketing-sales alignment, helps allocate quality leads to sales teams: Implementing a good call analytics platform to track how inbound leads are interacting with a brand and why can help marketers filter out high-quality leads faster and move the most-likely to purchase ones to sales reps for quicker action as a next step. In the long-term, besides driving better marketing-sales alignment, this can enhance overall sales productivity and leads to more customer wins. Seasoned marketing leaders usually implement IVR systems and intelligence call routine systems to track and automatically send high-quality leads to the right sales reps based on location or interest.
  • Provides a better assessment of sales performance: Most sales leaders use call analytics systems to track their reps sales performance and to understand which reps or agents close more sales and how they do it. This can help sales leaders understand which sales reps need more training or support while allowing them to also assess what kind of conversation or sales tactic works well with which kind of customer.

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Enterprise call analytics platforms can be beneficial to both sales and marketing teams. Improved processes and implementation techniques can drive organizational goals and ROI and help streamline the movement of prospects.

Leading marketers and sales people have been using call analytics solutions to drive better engagement. Call analytics systems allows marketing teams to adopt a data-driven approach calling as a channel while giving them the right triggers to push conversions at a lower CPL.

Understanding How Call Analytics Platforms Work

Call analytics platforms work by routing incoming marketing calls to the right person or channel. These platforms assign unique tracking digits to each marketing sources making it easier to identify which lead is calling from which source. These tracking digits capture the caller profile and other attribution data like name, location and more.

Sophisticated AI powered call analytics platforms today analyse conversations and provide prompts based on it to marketing and sales people. These platforms often use speech-to-text technology to help teams breakdown call conversations.

The data that call analytics platforms today can generate can help marketers measure performance across channels and also assess the quality of their multichannel traffic to lead to better optimization, decisions and plans in the future.

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Originally posted in Martech Series – You can read the full article also here.

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