If you’re a digital marketing agency or corporate marketing professional, part of the way you demonstrate value to clients and managers is through campaign performance reports, for which you likely rely on tracking and reporting technology, such as web analytics platforms, CRM systems and call tracking solutions.
Of course, often these tools come with an additional fee, which you need to justify to your client or manager. To help you through the call tracking solution sales pitch, we’ve compiled the following tips:
1. Understand Their Motivations
Structure your pitch around how call tracking will improve your ability to achieve the objectives set for your marketing campaign. For example:
• If the person you’re pitching is focused on maximizing ROI, explain that with call tracking, you’ll better understand which marketing initiatives generate leads. That way, you can more effectively allocate resources and budgets toward activities that deliver a higher return on marketing spend.
• If your audience is more sales focused, concentrate your pitch on the fact that with a combination of web analytics, call tracking and CRM, you can accurately tie marketing initiatives to customer conversions. With that info, you can shift resources and budgets towards activities that have proven to drive leads that convert into customers.
2. Clearly Detail How Call Tracking Will Work For Them
You don’t necessarily need to get into the specifics of how call tracking works — although you should be able to answer the question if it arises. Instead, focus on explaining how you plan to implement call tracking into your campaign and how it will improve performance. For example:
• PPC campaigns — Add tracking numbers into PPC ads and integrate into landing pages to identify which PPC campaigns, ad groups, ads and keywords drive offline leads. Pairing this data with online conversions will enable you to better allocate budgets and evolve campaigns based on ROI.
• Email Marketing — Integrate tracking numbers into lead nurturing campaign emails and e-newsletters to better understand which specials or promotions motivate people to call.
• Mobile Marketing — Track calls that come in via mobile marketing initiatives — including apps, ads, text messages, QR codes and mobile sites — since these audiences may be more inclined to call than complete an online form.
• Offline Advertisements — Track calls that result from promotional initiatives — such as billboards, print ads and on-site promos.
• Tradeshows — Keep track of phone leads that arise from tradeshow booths to better measure and justify the resource and budget commitment for next year.
3. Explain What They Will Get For Their Money with Call Tracking
In addition to the benefits clients and higher-ups will see in marketing campaign performance, make sure your client or manager knows the features and functionality they will get for the investment, and the benefits. Some examples include:
• Web analytics and CRM integration — Automate data sharing to create a single dashboard with all campaign performance and lead conversion details for real-time review and analysis.
• Last web page visited — Understand what a lead was reading or watching right before they called as a way to improve follow-up sales communications.
• Call recording — Record conversations to learn the types of questions leads are asking ask as a way to guide marketing initiatives, and to help sales professionals better qualify and understand a lead’s interest. These recordings can also serve as one-on-one or group sales training tools.
• Caller ID — Collect useful information, including the call back number and name of the company or person that called.
Additional sales tips:
• Show enthusiasm. Get excited about what you’ll be able to do with call tracking, and let this show through in conversations.
• Keep it simple. Keep your descriptions on par with your audience’s understanding of call tracking. You want to express how call tracking will simplify things, which may be hard to do if your explanations are overly technical.
• Speak to a call tracking solution representative. Before your pitch, gain insight from a call tracking sales rep on how to sell the solution and its specific benefits to your client or organization.
• Encourage a trial. If nothing else, try to get your client or manager to agree to try call tracking for a couple months, and then make an educated decision on whether or not the solution is right for the organization long term.
What are some of the ways you got your client or organization to use call tracking?
