In a Marketing Sherpa case study, we see how one company uses call tracking and call recording to grow profits significantly. Similar results are within reach for all B2B companies with the right tech stack.
This post will outline the key points from the study and detail the steps that you can take to take advantage of the technology, especially call tracking, to drive inbound leads for your own business.
Summit Steel and Manufacturing is a metal fabrication company based in Pennsylvania. Summit Steel is the B2B company featured in the study.
As a major manufacturer, Summit Steel serves with many industries. Several enterprises they work with include consumer products, aerospace, construction, automotive, medical, and military equipment. The specialized nature of its products hinders the company from building out an e-commerce presence.
Their outdated website was damaging to their online presence, and potential customers could not find them online. Summit’s highest priority was updating and optimizing their website. The project was a massive undertaking and tested the focus of managers and designers.
However, their effort paid off in a big way. In less than a year, Summit saw a 238% increase in inbound leads from Q4 of 2014 to Q2 of 2015.
The rest of the story…
Despite the dramatic growth of web traffic and inbound leads, the Summit Steel sales team was having a difficult time turning those inbound leads into customers.
To determine why Summit Steel did not see their rise in inbound leads convert to sales opportunities, they started tracking calls.
By tracking the phone calls generated by their ads and website, the company had new data. They could identify the callers that were contacting them and the businesses they represented.
Additionally, Summit Steel implemented Dynamic Number Insertion to connect inbound lead phone calls directly to their new website.
While these call insights helped improve their ability to capture inbound lead information, they went 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.
For the first time, they knew:
This knowledge 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. Summit Steel experienced the advantages of potential customers calling into their business rather than attempting to find and contact prospects.
The recurring web traffic and qualified inbound 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 driving phone calls to your business. Armed with these insights, you can optimize your marketing strategy to generate more calls without spending additional dollars 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, test sales performance, track conversions, identify missed opportunities, and more.
Finally, the call data that is extracted with call analytics can automate actions that improve the marketing and sales process. Learn more about using call marketing optimization first hand, with a customized call tracking demo.