Automation is a popular concept in marketing circles. As sales and marketing professionals, we’re constantly trying to create advantages for ourselves by creating systems that process leads and sales without manual input.
I regularly get calls from marketers and small business owners that are aggravated with the lack of automation they have for their inbound phone calls. They often express frustration about not being able to create automation rules with these leads like they can with their digital prospects.
Normally, inbound phone calls can’t be remarketed or scored without a lot of manual input from the marketing team. This results in unnecessary overhead to the campaigns. Convirza offers a solution to this problem.
Using Conversation Analytics, you can identify what happened on the call without manually listening to it. Our automation engine can trigger email, webhooks or API notifications so that leads that don’t convert can be retargeted and put into a nurture campaign without manual input. By simply retargeting your best leads using automation rules, you can unlock a treasure trove of leads that are currently walking out the door to a competitor.
We often forget that phone calls convert at 10X form fills and deserve equal automation and attention. Another easy automation rule that should be implemented on all campaigns is on unanswered calls. An unanswered call is another great remarketing target that can be automated and nurtured to become a fruitful lead source.
When setting up automation rules for phone calls, remember the goal is to create action on the lead as soon as possible. Identifying missed opportunities is nice but will only be profitable when action is taken on these leads in a timely manner. Waiting to the end of the week or month to take action will result in below average results.
The key to great results in automation is meaningful action not just action. In order to capture the business, our automation rules must trigger events that lead to meaningful action that has proven to convert prospects into customers. These actions vary depending on business model and product being sold, but are the key piece in making the automation valuable and not just another hoop that is jumped through.