Marketing and call tracking are both powerful business tools, but when used in tandem – can provide unique insight to influence your marketing and sales strategy.

The purpose of marketing is to educate and inform customers, ultimately driving traffic to your website, raising awareness of your products and services, and generating leads and sales. In contrast, the purpose of call tracking is to identify the root source of customer phone calls. Using a call tracking system enables deep insight into the effectiveness of your marketing with automated sales attribution.

Track your customer experience

For every inbound call that your business receives, call tracking makes it possible to track customer experience from click to offline phone calls. This intelligence measures intent, sentiment, and call outcomes to provide a deeper understanding of customer behaviour. And learning more about customer behaviour means that business processes and activities can be tailored to reach and convert more customers.

This holistic approach is effective in helping you improve the overall customer experience, adjust your sales process, and refine your marketing tactics. Long term – call tracking can help businesses increase operational efficiency and save money by improving existing processes and focusing efforts and investment towards the activities which drive the most customer engagement.

Which marketing channels are driving leads?

It’s surprising how many businesses are marketing to customers consistently through several different channels but have no process in place to track their leads and sales to discover which marketing channels are driving the most business success. Worse still, many companies spend money on marketing but don’t attempt to qualify their leads – manually or automatically.

The customer journey isn’t always linear, so a customer may click one of your marketing campaigns and make contact via telephone a few weeks later. Without a way to track this, it’s not obvious what has triggered that customer to contact your business.

Using smart insights to enhance your marketing

Simply by using an AI-led call tracking tool, businesses can place their insights at the heart of their marketing strategy and get a unified view of customer conversion and customer journey data from marketing activity. Call analytics can track specific detail for digital marketing channels by integrating with key software platforms, such as Google Ads, Google Analytics and CRM systems – including keyword performance, return on investment, sales conversion, and average invoice value.

Call tracking is particularly effective when it comes to analysing customer contact which comes from paid marketing and digital ads as it plugs the gap in your data. Once your marketing sources have been properly analysed, call tracking can trace phone calls back to digital marketing spend, presenting you with data on specific keywords, search intent, and helping you to demonstrate ROI effectively.

These insights should help focus your attention and finances towards your most effective marketing channels. Using Google Ads as an example, through call tracking reports, you may learn that video adverts drive the most phone enquiries and therefore decide to maximise your paid media spend by solely focusing on adverts that feature video content. Or you may discover that the ROI is significantly higher on Google Ads than Facebook Ads or that some marketing channels encourage more positive engagement with customers, which then has a positive influence on leads and sales.

When the time comes to plan your next marketing campaign or create a marketing forecast – centralised data and insights from call tracking can pave the way to justify your future marketing decisions. And make your marketing campaigns work harder for your business.

Mark is the founder and CEO of AI-powered sales, customer service and analytics platform eSales Hub. – Call360 is a branch of this, and a next-generation call tracking analytics platform. Mark started his business venture in 2013 and now works with over 250 clients throughout Europe, including many well-known brands.

Mark is passionate about providing clients with enhanced conversion data, enabling them to optimise the media spend to grow sales, hire more staff whilst reducing costs.

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