Thanks to prolific blogger Joe “Giuseppe” Zuccaro, aka The Marketing Consigliere (www.marketing-consigliere.com) for educating his readers about the power of call tracking.  His entertaining take — complete with an adorable picture of a mongoose wearing headphones — simply explains how and why marketers are using call tracking with CRM vendors such as SalesForce CRM.  Click here for the story, “Tracking Phone Conversion Like a Mongoose.”

Today we introduced another functionality to help marketers increase sales, reduce costs and improve customer loyalty.  

Our call tracking data now integrates with SalesForce CRM to help users understand the entire marketing funnel from first click to phone call. 

With the addition of call tracking data, SalesForce CRM users can view a number of rich data points such as:

• Which marketing sources drive phone calls.
• Which keywords are driving phone calls.
• Last Web page visited before calling.
• Caller’s entire click history before placing the call.
• Caller geo-location.
• Custom data relevant to your needs.

“Call tracking for CRM software is a natural.  It’s really all about providing access to relevant information about customer activity through the entire sales cycle — from marketing source to final sale,” says Bradley Reynolds, chief executive officer for Mongoose. 

For example, Mongoose’s phone call data stream automatically creates and updates leads within SalesForce CRM and conversely, changes in SalesForce CRM are immediately show in Mongoose Metrics’ data. 

For CRM users looking for phone call conversion tracking, Mongoose Metrics enables SugarCRM users to instruct tracking phone calls to automatically generate a new lead.  As a part of the phone call generated lead, all call detail metrics can be saved to the lead record in SugarCRM.  For AccuTrack Session campaigns, in addition to call details, online session metrics such as keyword and visitor IP can be saved to the SugarCRM lead.  This solution enables SugarCRM users to further expand their tracking capabilities by recording all inbound phone calls from a marketing campaign.

Here’s the key phone call data which can be inserted into SugarCRM:

• Caller ID
• Tracking number dialed
• Date/time
• Call duration
• For successful 411 look-ups, incoming caller’s:
  • billing name
  • billing address

For AccuTrack Session campaigns, the following visitor session data is available:

• Organic or PPC keyword
• Visitor IP
• PPC ad ID
• PPC campaign ID
• URL view at the time of the call
• Custom tracking variables

 Integration Strategy

The phone to SugarCRM integration works by building off of Sugar’s built in Web Lead Form Tool.   Using this tool, a Mongoose Metrics phone call can be recorded into SugarCRM as a lead via the simple method below:

1.  Create a modified web to lead web form hosted on your server.
2. After the phone call completes, Mongoose Metrics posts back to your web form the phone call data.
3. JS code on your form’s webpage will read the phone call data contained in the post-back URL and auto-complete the form fields.
4. The form will auto-submit into your SugarCRM application as a web to lead form submission.

Sample Code and Integration Instructions

Below is an example code block of a web form that successfully creates a SugarCRM lead from a phone call.  This is the form  placed on a web page visited by the Mongoose Metrics phone server after each completed phone call.  Full code and detailed instructions can be found here Phone Call To SugarCRM Integration Resource Document (Opens as a PDF).

<script type=”text/javascript”>
// function to read URL parameters
function gup( name )
{
  name = name.replace(/[\[]/,”\\\[”).replace(/[\]]/,”\\\]”);
  var regexS = “[\\?&]”+name+”=([^&#]*)”;
  var regex = new RegExp( regexS );
  var results = regex.exec( window.location.href );
  if( results == null )
    return “”;
  else
    return results[1];
}
</script>
<script type=”text/javascript”>
// define your js variables here from URL parameters
var lastname_param = gup(’lastname’);
var phonework_param = gup(’phonework’);
</script>
<form action=”YOUR_URL” name=”WebToLeadForm” method=”POST” id=”WebToLeadForm”>
<input id=”last_name” name=”last_name” type=”text” value=”">
<input id=”phone_work” name=”phone_work” type=”text” value=”">
<input id=”campaign_id” name=”campaign_id” value=”YOUR_CAMPAIGN_ID” type=”hidden”>
<input id=”assigned_user_id” name=”assigned_user_id” value=”YOUR_USER_ID” type=”hidden”>
<input id=”team_id” name=”team_id” value=”1″ type=”hidden”>
</form>
<script type=”text/javascript”>
// writes your defined js variables to input field value
document.getElementById(’last_name’).value=lastname_param;
document.getElementById(’phone_work’).value=phonework_param;
</script>
<script language=”javascript” type=”text/javascript”>
// auto submits form on load
document.WebToLeadForm.submit();
</script>