And they are even more tantalizing when they involve recurring revenue.
In a recent Marketing Sherpa case study, one company’s use of call tracking and call recording illustrates the significant profit that can be gained with this technology.
This post will outline the key points from the study and detail the steps that you can take to take advantage of call tracking for your own business.
Summit Steel and Manufacturing, a metal fabrication company based out of Pennsylvania, was the business behind the study.
A few of the businesses that Summit Steel and Manufacturing caters to include: consumer products, aerospace, construction, automotive, and medical and military equipment. The specialized nature of its products hindered the company from building out their ecommerce presence.
Their outdated website was damaging to their online presence and potential customers were unable to find them online. The process of updating and optimizing their site was a massive undertaking but their effort paid off with a 238% increase in inbound leads from Q4 of 2014 to Q2 of 2015.
However, despite the dramatic growth of web traffic and prospects, the company’s sales team was having a difficult time turning those leads into customers.
To determine why Summit Steel was not seeing rise in qualified sales opportunities, they decided to implement call tracking.
By tracking the phone calls that were being generated by their ads and website, the company was able to identify the types of callers that were contacting them and the businesses that they were working for. While this data helped to improve their ability to capture lead information, they decided to go a step further with call recording.
Analyzing the conversations between prospects and sales agents gave Summit Steel more insight into the customer’s needs and experiences, which included:
This data made it possible to further optimize their website with words and phrases that their customers were familiar with and creating resources to educate prospects about their business.
These improvements resulted in new inbound leads that were more sales-ready and a reduction in marketing expenditure. Rather than attempting to find and contact prospects, Summit Steel began to experience the advantages of potential customers calling in to their business.
The recurring web traffic and qualified leads that are funneled through their website create the potential for increased sales and ROI on a long-term basis.
With call tracking, you can identify the keywords, ads and channels that are driving phone calls to your business. This means that you optimize your marketing strategy to generate more calls without spending more money on advertising.
Call analytics continues collecting data once the phone rings. This advanced speech recognition technology makes it possible to score phone leads for quality, evaluate sales performance, track conversions, identify missed opportunities and more.
Finally, the call data that is extracted with call analytics can be used to automate actions that improve the marketing and sales process. Learn more about using call marketing optimization to increase ROI in this free white paper: