Communication with potential customers requires systematization of the workflow in order to notify customers about your products in time and increase conversions. Tools for this purpose are CRM systems or call-tracking software.
Call tracking features
Call tracking marketing automates sales by tracking incoming and outgoing calls made by your marketing team and extracting the data to build or modify marketing strategies. Digital analytics tools help streamline customer interactions and monitor how sales reps are performing.
Call tracking software performs many functions. Key software options include:
call recording - automatically record calls and keep a log of answered and missed calls for further restoration of communication between sales representatives;
telephony management - programs track the digital paths of customers on phone calls and associate them with user priorities of company assets, determine the sequence and frequency of calls to customers;
analytics - the data received from CRM is converted into understandable numbers and reports, used to evaluate the current business strategy and modernize processes.
You can start tracking calls immediately after receiving and setting up a CRM system or any platform for monitoring calls. If your company already uses CRM, you should make sure that it has a call monitoring system in its options.
Benefits of Call Tracking Software in Marketing
The business benefit from the implementation of call monitoring systems is manifested in the following:
increasing the profitability of advertising investments - lead management helps to determine the most profitable blitzkriegs and allocate additional funds for their promotion;
reducing the cost of attracting the target audience - the system, based on user activity, filters customers who may become potential buyers;
in reducing CPC - companies pay advertisers for each click of users; call tracking allows you to reduce costs by leaving inefficient platforms;
increasing contact with customers - recorded conversations help to understand the needs of customers and adjust their services to their needs, increasing conversion;
the effectiveness of targeted marketing - information received from CRM will indicate successful and unsuccessful channels of communication with the target audience.
Installing call control systems is not a guarantee of a successful business. After the implementation of the system, it is necessary to set it up for specific purposes for your sales representatives, track whether sellers use the program, and scrupulously check and process the received data.
How to choose a call monitoring platform
There are many options for call-tracking software. There are several factors to consider when choosing the right software tool for your business.
Price. The pricing for platforms that track sales calls varies. The cost is formed taking into account minutes for telephone conversations and additional numbers.
Company scale. A call-tracking service should fit the size of your business, feature dynamic phone number throttling, and provide unique digital combinations for your company's individual channels.
Variety of options. Software tools have varying numbers and degrees of functionality. It is essential to choose an application with the ability to change settings when the vector of your business model changes.
Marketing trends change quickly, and business success depends on flexibility and regular adjustments to strategies in order to increase sales rather than decrease them. CRM tools are designed to monitor the current state of the company, and their data gives a real picture of the profitability of marketing methods.
Best Call Tracking Platforms
You can control outgoing and incoming calls with a variety of software tools. To get familiar with the platforms and decide if they suit the specific needs of the company, some of them offer a trial version for free for a certain time.
You can effectively track sales calls using the following CRM applications:
HubSpot - allows you to make calls directly from the browser, determines priority calls daily;
Pipedrive - keeps statistics on the success of calls, including intelligent routing of outgoing calls;
CallRail is an analytical platform that manages calls in real-time;
CloudTalk - uses international numbers to support local presence;
CallFire - call tracking is supplemented with a text view, sends call reports via SMS from outside, and integrates with Google Analytics;
PhoneWagon - the system is able to control marketing costs and provides reporting on the effectiveness of advertising campaigns;
DialogTech - controlled by voice, records calls for key queries, tracks visitors to the company's web resources;
Sudo - an analog of artificial intelligence, registers information about the processes in the system, notifies users of the need to respond to messages;
SalesLoft - phone call tracker software focuses on working with e-mail, informs about opening letters by recipients, and replies to them;
Tellwise - systematizes data from e-mail, online chats on company websites, presentations, and calls.
CRM is an opportunity to stimulate business growth by optimizing trade and systematizing marketing tools. It is necessary to select software according to criteria that meet your business requirements.
Conclusions
Call and lead tracking is critical to the effective marketing of your company. This is the only way you can optimize your budget and redirect funds to the channels that bring the most profit. Their absence creates chaos in the processes and indiscriminate distribution of funds in marketing activities. You don't know what works best and where you are losing money and customers. So if you're still not tracking calls and leads, be sure to start doing so.
