Better Marketing with Call Intelligence

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Better Marketing with Call Intelligence
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• No matter what you do for a living, youre also
  a consumer. That means you already know the path
  to making a purchase isnt always a straight
  line. Its complex and getting more so all the
  time.
• Consumers are in a hurry just like everyone
  else. Theyre also technologically savvy and like
  to keep up on the range of options available to
  them. Technology can also help and frustrate you
  as a marketer.

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• With so many device and communication channels
  available, it can be challenging to stay
  up-to-date along with the customers youre trying
  to reach. If you have ever wished for a tool that
  measures the way people interact with your brand
  using legitimate authority, then you need to
  learn more about call intelligence.

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Understanding Big Data

• While not every marketer realizes it, the
  biggest goal of any activity in marketing is to
  obtain and make sense of big data to see the same
  view that the customer sees. This is the reason
  that many marketers use a variety of digital
  tools to improve customer engagement, optimize
  their journeys, and ultimately increase the
  number of conversions.

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• The need to make sense of big data is driving
  more marketers to increase the speed of the sales
  cycle, boost loyalty through social outreach, and
  install a range of automation platforms and
  analytics tools to provide buyers with the most
  relevant and personalized experience possible.

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• This all works well until the customer decides
  to make a phone call. It can make marketers in a
  digital world panic because they arent
  completely sure what to do.

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The Phone is More Relevant Than Ever

• Numerous studies have cited that at least
  two-thirds of the population, which roughly
  equates to 4.77 billion people, currently own a
  mobile phone.

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• Most of these users have their smartphone by
  their side all day and sometimes all night as
  well. This helps to explain the 85 billion phone
  calls that businesses receive each year from
  people using a mobile device.

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• A big reason behind the increased numbers is the
  click-to-call technology that enables smartphone
  users to reach a business they have been browsing
  with just the touch of a button. The technology
  is so popular that industry analysts expect the
  spending to enable it to reach to 13.7 billion
  by the year 2020.

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• This isnt to say that call tracking or Call
  Intelligence can resolve every issue with
  customer views. Human psychology plays a large
  role as well. This is especially true of the
  Millennial generation born between the
  approximate years of 1980 to 2000. In a recent
  study conducted by ResponseTap, more than
  two-thirds of Millennials stated that they
  perform all research online.

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• However, they still prefer to speak to a live
  person to confirm information before they follow
  through with a purchase. A Hubspot report from
  2014 confirms that inbound calls covert 20
  percent more often than clicks.
• Its important to note that consumer behaviors
  online and offline arent necessarily mutually
  exclusive,

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• so marketers shouldnt view each in isolation.
  However, phone calls thought to be untrackable
  must be tracked to complete the full picture of
  each customer. This can happen with click-to-call
  links. While its true that digital metrics are
  easier to measure and therefore report, companies
  cant afford to ignore the importance of the
  phone call.

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Understanding Intelligent Call Tracking

• Call tracking technology makes it possible for
  marketers to understand what took place during a
  customers online sessions before he or she
  decided to make a phone call.

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• This includes such data as pages visited, ads
  clicked, and at what point the customer abandoned
  the website to make a call instead. When
  marketers understand why their customers call,
  they can tie sales revenue and other variables to
  a specific campaign. This improves return on
  investment (ROI), the thing every marketer wants.

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• Currently, less than five percent of marketers
  utilize the power of call intelligence. By
  getting in now, you can be miles ahead of the
  competition before they even consider the need
  for it. Instead of taking a passive approach to
  analyzing data to improve call results, marketers
  can use call intelligence to optimize callers
  experience in real time by using machine learning.

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Definition of Call Intelligence

• Call Intelligence provides marketers with
  exceptionally rich insight into the journey taken
  by the customer by connecting it with his or her
  phone call. By integrating call tracking at the
  visitor level with data sources from second
  parties like CRM purchase history and third
  parties such as DoubleClick, marketers using Call
  Intelligence have the information they need to
  make the best possible decisions for current and
  future campaigns.

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• Plugging these data sets into a centralized hub
  enables marketers to track a buyers journey
  across various channels, devices, and sessions.
  This brings them closer to obtaining a detailed
  and accurate single customer view. Call
  algorithms can route the caller to the most
  appropriate agent to answer the customers
  questions based on his or her profile, past
  conversion history, source of marketing, and
  current intent to buy.

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• This level of personalization allows proactive
  and immediate action by the sales representative
  while the customer is still on his or her buying
  journey. Once the interaction has ended, call
  intelligence makes it possible to feed that data
  back into a machine to predict how a future call
  might transpire.

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How to Make Calls as Relevant as Possible

• By the time a customer makes a call, he or she
  has high intentions of following through with a
  purchase or lodging a complaint.

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• The people answering the phone should have the
  same information available to them that the
  marketing team does. Actionable insights can mean
  the difference between a customer who quickly
  hangs up and one who contributes to the companys
  ROI.
• No one especially enjoys listening to a script,
  or even worse, a call center representative who
  doesnt know what to say when not on script.

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• Marketers should strive to turn every call into
  something contextual, relevant, and seamless for
  the caller. The easiest way to achieve this is to
  track individual visitors rather than campaigns.
  By making the telephone an essential part of the
  customers buying cycle, it brings together data
  points that have acted in a separate manner until
  now.
• https//callsumo.com/