Benefits of dynamic call tracking: How to convince your board

Category: Call tracking

“I love it! I just need to convince my boss.” The value of dynamic call tracking is clear to you – more leads, reduced customer acquisition costs, and a greater return on investment. But how do you get executive buy-in?

Here are some approaches to show your executive team how valuable call tracking is to the business.

Increase conversion rates and revenue

60% of smartphone users have contacted a business directly from the search results. Similarly, 88% of consumers (source: Quoracreative) searching for a local business on mobile devices end up calling or visiting. Phone calls are still very much a part of the sales story. With dynamic call tracking in place, you’re able to attribute your inbound leads and sales directly to pay-per-click (PPC) ads, Google organic searches, Google My Business, social media, email campaigns, website referrals, and all your other marketing activities.

Marketing attribution is crucial to optimising your activities to improve conversion rates. Depending on your product or service, you can expect a minimum of 20 touchpoints before a purchase.

The majority of those interactions will never show up on traditional opportunity source reports. However, we know that they’re essential touches that move prospects further through the sales funnel, and encourage further enquiries, demo requests, and sales.

In addition, call tracking helps your leadership team gain visibility of the conversations your prospects and customers have with your business. This detail shines a light on product or service pain points, customer service issues, and can be used to address the reasons behind poor conversion rates.

Accurate data for metrics that don’t lie

It’s a common scene in executive meetings… Marketing presents their contribution to the business. Sales report a different number. The numbers don’t add up and the rest of the meeting is spent arguing about who’s right.

With Google Analytics, you’re only getting half the picture because it only tracks online activity. Offline conversions cause gaps in tracking, making it impossible for either department to guarantee accurate reporting.

Call tracking bridges those gaps.

Inbound and outbound sales and calls can be linked directly to marketing activity or prospecting. Sales reporting gives both marketing and sales teams confidence that the numbers they report are 100% accurate.

Improving marketing return on investment

At the end of the day, it’s all about the bottom line. Your CEO wants to see an improvement in the return on investment (ROI).

Accurately attributing your leads and sales gives you even greater visibility into your campaign performance across all channels. You can see very quickly which activities are leading to enquiries and sales, and which aren’t generating anything at all.

Call tracking software gives you a real-time view of how your marketing is performing:

  • You can see instantly if your decision to increase your paid search budget was the right one.
  • If you don’t get the response you expected to certain activities, you can adjust course and put that budget toward a more successful campaign.

You might have an idea that you just know will be a success. The boss isn’t fully on board with it, but you’ve got a bit of budget to test it out. However, you need to see results quickly – that’s where Mediahawk comes in. You’ll get the hard data you need to support your efforts, and prove the ROI is there.

About the author - Natalia Selby

Marketing Executive at Mediahawk, with 20 years experience in analytics and content management.

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