Jan 14, 2020

Analyzing every inbound call to your business will reveal critical information that can help you make better marketing decisions. Tracking inbound calls can uncover how effective your online marketing campaigns are, the performance of your call center representatives, how well your business is addressing customers’ needs, and more.

By following the narrative derived from tracking inbound calls, businesses can make incremental or absolute changes that will help them achieve their objectives faster, more efficiently, and at a lower cost.

What Is Call Tracking?

Call tracking is a powerful technology for businesses that want to extract the most value out of their prospects and customers.

Call tracking will give you important information, such as call volume, caller data, call length, call times, and call sources. With this information, you can uncover more traits about your target customers and tweak your campaigns for the best ROI.

Also Read: How to Unlock Data Secrets with Call Tracking

For example, call tracking can help you know where the majority of your prospects originate from. With this information, you can make important decisions, such as using local phone numbers and language, to improve the conversion rate without increasing your budget.

However, to get the big picture of your leads you must rely on another technology: call intelligence.

What Is Call Intelligence?

Call intelligence expounds on the capability of call tracking by uncovering rich information about the leads. Using this technology will allow you to gather information about a call throughout the sales funnel. This information about your leads will give you valuable knowledge that you can use for follow-up activities such as retargeting and email marketing.

Call intelligence gets granular with lead data, providing adaptable information that you can get from online reporting tools such as Google Analytics. Moreover, call intelligence allows for simple integration with your in-house marketing stacks (e.g., HubSpot, Salesforce, etc.).

The best call intelligence software has important features that will allow you to:

  1. Determine the origin of calls and route them to relevant destinations. The destinations could be your call center, sales team, tech support, specific departments, or even third parties.
  2. Connect lead data to other marketing automation tools such as your email marketing software, CRM, and more.
  3. Record and review call recordings to understand how your call center agents are performing and their impact on sales.
  4. Pull historical data about your callers for important insights that can help you plan your business operations. For example, you can uncover the type of products or services that are in demand during particular seasons and prepare accordingly.
  5. Share information across different departments, e.g., marketing and sales, to provide a bird’s eye view of the impact of their activities on the company’s bottom line.

The caller data uncovered through call intelligence software is critical for marketers looking to optimize their budgets. With this data, you can uncover the performance of various campaigns and optimize your activities to lower costs while increasing conversions.

Should You Use Call Tracking or Call Intelligence?

The data uncovered by both call tracking and call intelligence software present you with an opportunity to understand your prospects and how to approach them. From the data, you can set goals, convert more leads to customers, and build relationships with your existing customers.

Both call tracking and call intelligence should be used concurrently to get information that will help you understand your customers as well as the performance of your online marketing campaigns.

The information from call tracking software will help you customize the call intelligence system. This information is what will allow you to identify key information in conversations that lead to sales, assign specific phone numbers as priorities, or route calls.

You may also like to read:

Evolution: Traditional Call Tracking Vs Modern Call Tracking Software

Top SaaS Market Trends & Statistics for 2020

10 Best Email Marketing Tips for 2020


David Gasparyan

David Gasparyan is the founder and president of Phonexa, a SaaS company that gives businesses all the tools they need to run and optimize their marketing campaigns. David has a formal education in marketing and first started working in the digital marketing space over fifteen years ago, at a time when Google was only a search engine, Facebook didn’t exist, and the internet’s full potential had yet to be realized.

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