September 9, 2022

Nurture your leads through Call Tracking

Discover how to improve your company’s Lead Nurturing

We can all agree that each company sets different goals for their respective businesses, right? We can’t expect a law firm to share the same objectives as a plumbing business or a health clinic. Nevertheless, a fundamental similarity transcends industries, and that, of course, is profit. No matter what type of company you are in, the fact is that you will still need to generate leads, turn them into customers, and close sales. Yes, we know this is not an easy task, so to make this challenging path a little bit easier, we track calls. Why? Because by doing it, we are able to personalize and activate the most appropriate triggers for our leads according to our business goals and objectives.

So now that we are on the same page, our goal for this article is that once you finish reading it, you will be able to understand how the whole Call Tracking process can help your company’s Lead Nurturing and, as a consequence, improve your overall results. 

What is Call Tracking and Lead Nurturing?

If you are here, you probably heard about call tracking before. Still, in case you are not familiarized with the concept, we can define call tracking as the technology that allows you to know the source of each call you receive, or in other words, which of your advertising campaigns triggered a call from the potential customer. Besides the source of the call,  this technology also keeps track of your lead throughout the buying process, allowing you to measure the Return On Investment, also known as ROI. So it’s easy to see why call tracking is so important. With this information, you can make smarter decisions based on real data and adjust your marketing strategies to obtain better results.

Lead nurturing, on the other hand, is a more complex concept that refers to the process of returning the lead to the sales funnel through relevant and engaging content. This content should help every prospect solve their doubts at each stage of the buying process. From a technical standpoint, lead nurturing consists of the automated treatment of non-converted leads through personalized impacts, such as phone calls or emails, that are adjusted to the information they provided during their conversation with the sales agent.

How to leverage Call Tracking for Lead Nurturing

So now that we’ve got the definitions covered let’s find out how can these two concepts work together. By using call tracking for your lead nurturing, you will be able to manage all your processes and campaigns more efficiently, which translates into more satisfied customers. Why? Because tracing your calls not only grants you vast amounts of knowledge from your marketing campaigns but also helps you manage and automate your contacts, resulting in a better contextualization of the treatment of each lead in the Call Center. By better understanding your prospects, you can generate tailor-made content to bring them back to the sales funnel. 

Here are three clear examples of how call tracking technologies can improve your company’s lead nurturing: 

1. Smoother customer service

There is a harsh truth that needs to be addressed when talking about leads, most of the times they lose interest in what you offer in just a matter of minutes. Taking this into account, using call tracking tools and relying on contact automation allows the communication between your potential customers and your sales representatives to be faster and more effective. In addition to this, every piece of additional information gathered during the call can be analyzed by your sales agents. This insights can be later used to offer a better service for your prospects. 

And in the worst case scenario where you can’t close the deal, the non-converted lead will enter a nurturing process with the objective of returning it to the conversion funnel. So don’t be discouraged, there’s always next time!

2. Better follow-up

Another advantage of tracking your calls is that the information you collect provides a better understanding of what goes on throughout the customer journey and can help you detect nurturing triggers at the right time. This, of course, allows you to optimize your whole lead nurturing strategy and improve your overall results. One more thing to take into account is that each interaction between your leads and your sales agents is recorded, so every piece of extra information gathered during the call can be used as a valuable insight for later analysis.

3. Higher response rate

Last but not least, call tracking can help you provide immediate contact and contextualized attention to your leads, accelerating transactions throughout the process. On top of that,  lead nurturing’s main purpose is to return unconverted leads to the sales funnel when they are eager to buy what you offer, so faster responses translate into more leads recovered. Basically, by achieving a higher response rate not only will you gain economic benefits for your business, but also have happier and more satisfied customers.

As you can see, the concepts of call tracking and lead nurturing are an essential part of every marketing and sales related strategy. That is whymore and more organizations are starting to rely on call tracking solutions like Dastia to boost their business and improve their overall results. So stop wasting time and start your journey with us! 


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