How can marketers benefit from using call analytics platforms for marketing?

It is often the marketing team’s prerogative to generate prompts to enter and get a higher percentage of available online traffic to effectively communicate with a brand. Incoming leads are leads that show interest in a brand’s products and services and usually come to want more facts and information. If planned correctly, directions or incoming calls can convert faster than other types of traffic and audiences; this is where call analysis platforms can help.

Today, marketers can integrate call analytics data into their existing Martech stack to gain a more complete view of the customer’s buying journey. Why have call analytics platforms become more important to and sales teams?

Some of the key benefits of using call analysis systems include:

  • Improve multi-channel attribution: In a world of online and multi-channel sales, tips and suggestions reach a brand’s page or website in a variety of ways; through social media pages, through an online advertisement, maybe even a landing page offered somewhere outside. By leveraging tracking analytics in call analytics systems and writing the correct flow, marketers can identify which inbound leads passed through which channel, assess channel efficiency, and improve model mapping in a variety of ways.
  • Leads for optimized marketing and sales campaigns: When leads or incoming calls are tracked by appropriate analytical methods and evaluation systems, it’s easier to identify which channel or message resonates most with a specific potential customer base, ultimately can allow promote the production of various campaigns and future marketing plans.
  • Helps build a more unified view of the customer: Conversation analytics control screens can be easily integrated into a company’s CRM or other automation systems, providing a more unified view of customer profile and purchase price in a single system. It can help scale a company’s sales and models, enabling sales and marketing managers to identify what kind of personalization can play a key role in driving conversations and driving long-term customer benefits.
  • Improve marketing budget models: A better allocation model that ultimately leads to optimized future campaigns lets marketing teams know where to spend more resources and time. This is where leaders can step in to reallocate budgets to channels and strategies that truly lead to better ROI and lasting customer relationships.
  • In addition to improving sales and marketing alignment, it helps to allocate quality leads to sales teams: Implement a good conversation analysis platform to track how inbound leads interact with a brand and why the sales force can help to generate high-quality leads to market by filtering faster and moving those likely to buy from sellers to faster action as the next step. In the long run, in addition to better aligning marketing and sales, it can increase overall sales productivity and generate more profit for customers. Seasoned marketing leaders often implement routine IVR systems and call-in-intelligence systems to automatically find and direct high-quality leads to the right salespeople based on the location of interest.

Measure sales performance better: Most sales managers use call analytics systems to track their reps’ sales performance and understand which reps or agents are generating the most sales and how they do so. It can help sales leaders understand which salespeople need more training or support, as well as determine which type of conversation or sales tactic works well with which type of customer.

Business call analytics platforms can be useful for sales and marketing teams. Improved implementation processes and techniques can drive organizational goals and ROI and help streamline lead movement.

Top marketing and sales reps use conversation analytics solutions to improve engagement. Call analytics systems to allow marketing teams to take a data-driven approach, calling as a channel and giving them the right triggers to drive conversions at a lower CPL.

Understand how conversation analytics platforms in marketing 

Call analytics platforms work by directing incoming marketing calls to the right person or channel. These platforms assign unique tracking numbers to each marketing source, making it easier to identify which lead is calling from which source. These sequential numbers record the caller’s profile and other job information such as name, location, and more.

The data that today’s analytics platforms can generate can help marketers measure performance across all channels and also assess the quality of their multi-channel traffic to drive better optimization, decisions, and plans for the future.