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VBMA for SaaS and Tech Companies: A Primer for Sales, Support, and Marketing white paper

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SaaS and technology companies rely on the phone to close business and support customers. That’s why many are implementing voice-based marketing automation (VBMA) technology to maximize the value of those phone conversations. This white paper explains how sales, support, and marketing teams at SaaS and tech companies use VBMA to solve many challenges.

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  • white paper

    VBMA for SaaS and Tech Companies: A Primer for Sales, Support, and Marketing

    white paper

  • VBMA for SaaS and Tech Companies: A Primer for Sales, Support, and Marketing 2

    2013 Ifbyphone, Inc. | (877) 976-3414 | www.ifbyphone.com | twitter.com/Ifbyphone | Ifbyphone.com/blog

    Table of Contents

    3 Introduction

    4 VBMA for Sales: Close More Business with a Cost-Effective Virtual Call Center

    11 VBMA for Support: Provide Superior Phone Support from Anywhere

    15 VBMA for Marketing: Prove and Improve ROI with Call Tracking and More

    23 Connect and Align Marketing, Sales, and Support

  • VBMA for SaaS and Tech Companies: A Primer for Sales, Support, and Marketing

    The size and structure of SaaS (software-as-a-service)

    and technology companies today can vary widely, ranging

    anywhere from a two-man startup to a Fortune 500

    company. But most have the following three things in

    common:

    Theirsalesteamreliesonphoneconversationstoclosebusiness

    Theirsupportteamassistscustomersoverthephone

    Theirmarketingteamwantstodriveinboundphoneleads

    to sales reps

    Because SaaS and tech companies rely heavily on the

    phone to generate revenue and support customers, many

    are implementing voice-based marketing automation

    (VBMA) technology to maximize the value of those phone

    conversations. VBMA is a type of cloud-based software

    used by sales, support, and marketing teams, and a

    growing number of SaaS and tech companies are using it to

    solve pressing challenges.

    This white paper explains how sales, support, and

    marketing teams at SaaS and tech companies use voice-

    based marketing automation to solve these and other

    challenges.

    For sales:

    Howtoimplementacost-effectivecallcenterthatfitsyour sales team structure and works the way they need

    Howtoensurenophoneleadsaremissed

    Howtoroutecallstotherightsalesagent,eveniftheyare working from home or away from the office

    Howtogetwebleadsonthephonefastertoimprove

    conversion rates

    For support:

    Howtomakesureeverysupportcallisaddressedquicklyand correctly

    Howtoimplementaprofessionalcallcenterthatenablesagents to field calls from anywhere

    Howtousephonesurveystomeasurecustomer

    satisfaction without tying up agent resources

    For marketing:

    Howtounderstandwhatadsandmarketingcampaignsgenerate inbound sales calls and which dont

    Howtoallocateadvertisingbudgettoprogramsthatreally drive leads and revenue

    Howtoincludephoneleaddatainmarketingreportstoexecs to more accurately reflect campaign ROI

    Howtofilterandscoreinboundcallsautomaticallybeforepassing to sales

    Introduction

    2013 Ifbyphone, Inc. | (877) 976-3414 | www.ifbyphone.com | twitter.com/Ifbyphone | Ifbyphone.com/blog

    3

  • VBMA for SaaS and Tech Companies: A Primer for Sales, Support, and Marketing

    SaaS and tech sales teams are structured in many different

    ways, depending on the size of the sales team, what they

    sell, and their rules of engagement. For example:

    Someteamsarestrictlyinsidesales,whererepsgatherina physical office location to make and receive calls

    Othershaveoutsidesalesagentsthatspendtheirtimeinthe field, travelling to meet customers and close business

    Somehavetelemarketingagentsthatfieldandevaluateall incoming call

    Othershaverepsthatworkeitherfull-timeorpart-timefrom home

    Andmanyaresomehybridcombinationofthemall

    To further complicate matters, SaaS and tech sales teams

    are constantly changing their structure to meet demands

    for growth, to sell new products, and to accommodate

    downsizing,mergers,andacquisitions.Plus,theyassign

    leads based on a wide range of criteria including by

    geographic territory, product line, size of the account, and

    even time of day which is also subject to change.

    For SaaS and tech sales teams that rely heavily on phone

    conversations to close business, these factors can make

    call routing a challenge. Many SaaS and tech companies are

    finding that traditional on-premise call centers cant meet

    their needs. Instead, they are using voice-based marketing

    automation to deploy cost-effective virtual call centers

    that are fast to implement and easy to modify to meet new

    requirements.

    On-Premise Call Centers vs. VBMA Virtual Call Centers

    Traditionally, call center solutions were all hosted on-

    premise. A business would have to purchase the call

    centerequipment,deployitattheirownoffice,and

    maintain it throughout its lifecycle. That meant high setup,

    maintenance, and hardware costs, as well as lengthy

    deployment and update times. You would need to hire

    programmers skilled in development and maintenance to

    keep things running and make improvements. Plus you

    would force your sales agents to be physically present in the

    office to handle calls.

    VBMA for Sales: Close More Business with a Cost-Effective Virtual Call Center

    2013 Ifbyphone, Inc. | (877) 976-3414 | www.ifbyphone.com | twitter.com/Ifbyphone | Ifbyphone.com/blog

    4

  • VBMA for SaaS and Tech Companies: A Primer for Sales, Support, and Marketing

    VBMAs virtual call center technology changed all that.

    VBMA makes it easy for SaaS and tech companies of every

    size to cost-effectively deploy a professional call center in

    little time. Because it is a cloud-based solution, you dont

    need to purchase and install expensive hardware. In fact,

    you dont need any programmer assistance at all. Your call

    center can be up and running in minutes, and changes can

    be made on the fly by sales personnel without any technical

    background.

    VBMA virtual call centers are extremely flexible, so your

    agents can work from home, the road, or any office location

    using any phone or device they wish while still operating

    seamlessly as one team.

    To learn more about the benefits of virtual call centers, you

    can visit the Ifbyphone web site and download the white

    paper How Sales Teams Use Integrated Virtual Call

    Centers to Close More Business.

    2013 Ifbyphone, Inc. | (877) 976-3414 | www.ifbyphone.com | twitter.com/Ifbyphone | Ifbyphone.com/blog

    5

    Category On-Premise VBMA

    Hardware Installed at your

    office

    No special hardware

    to install or phone

    equipmentto

    purchase

    Cost to Deploy Expensive Inexpensive - you pay

    for what you use

    Time to Deploy Weeks or months HoursDifficulty of Updating Very-requires

    programmers

    None - updates are

    installed automatically

    Flexibility Changes can take

    weeksandrequire

    extensive coding

    Changes can be made

    on the fly by anyone

    from anywhere

    Supports Agents at

    Home or Travelling

    No Yes

    Works with Any

    Device

    No Yes, including

    landlines, mobile, and

    softphones

  • VBMA for SaaS and Tech Companies: A Primer for Sales, Support, and Marketing

    VBMA virtual call centers have advanced call routing

    technology that enables your business to route calls based

    on your own customizable rules. Rules can be easily set

    up and updated on the fly as needed. Call routing options

    include:

    Route by schedule: Create custom routing based on your office hours, the time zones of your customers, weekends, holidays, and more.

    Route by agent: Ensure that your best performing sales reps receive the most calls by routing a certain percentage to specific agents.

    Route by geography: If your business has multiple locations or assigns leads based on territory, set up incoming phone calls to be routed based on the callers location.

    Route by number: Screen incoming calls and set up customroutingandqueuingrulesforspecificphonenumbers.

    Route by product interest or marketing source: Because VBMA can tell which product, ad, marketing campaign, or other source a person is calling about or from (more on this later), you can set up rules to route those calls to the best place based on that source.

    You can also minimize the risk of important calls going

    unanswered by using VBMA to implement conditional and

    selective call routing. Forward incoming calls to different

    types of phones or devices (cell phone, work phone, home

    phone, Skype, etc.) and agents based on various schedules,

    including:

    Simultaneous ringing: Ring an agents home, work, and cell phone simultaneously to ensure that the call is answered, whether the agent is working from home or travelling.

    Specific ring order: Ring agent phones in a specific order, such as work phone first, cell phone second, home phone third, etc.

    Multi-agent ringing: Ring several agent phone numbers at the same time; the first agent who answers gets the call, even if they are working from home.

    Office schedule: Forward calls to various agents based on your office schedule.

    Automatically Route Calls to the Right Sales Agent Wherever They Are

    2013 Ifbyphone, Inc. | (877) 976-3414 | www.ifbyphone.com | twitter.com/Ifbyphone | Ifbyphone.com/blog

    6

  • VBMA for SaaS and Tech Companies: A Primer for Sales, Support, and Marketing

    Use an IVR as Your Auto-Attendant

    IVR stands for interactive voice response. It is a telephone

    technology that people interact with using their voice or

    phonekeypadtoanswerquestionsoracquiredata.Voice-

    based marketing automation makes it easy for salespeople

    to build and modify your own IVRs in minutes without

    having to hire or wait for help from a programmer.

    Sales teams use IVR as auto-attendants that help manage

    call volume. IVRs answer incoming calls with professionally

    recorded greetings and route callers using interactive phone

    menus. Auto-attendants can replace live receptionists,

    helping your business cut costs and increase efficiency

    while giving your callers around-the-clock service. They can

    also be used to screen and score callers, passing only those

    thatqualifytoasalesrep(moreonthislater).

    Control Your Call Queuing Experience

    When callers are placed on hold, you want full control

    over their experience. VBMA lets you select the music or

    promotional messages they hear, the maximum amount

    of time theyll have to wait, the number of callers in your

    queue,andmuchmore.Youcanalsosetuppriorityqueuing

    to speed VIP customers to the front of the line.

    2013 Ifbyphone, Inc. | (877) 976-3414 | www.ifbyphone.com | twitter.com/Ifbyphone | Ifbyphone.com/blog

    7

    10 Questions to Ask Any Virtual Call Center Provider

    1. Can I customize the on-hold experience?

    2. Can my agents receive calls at any location

    on any type of phone? Even softphones and

    Skype?

    3. Can I set up schedules based on my individual

    agents?

    4. How can my agents receive caller information

    before answering?

    5. Can I access call reports and records online?

    6. Does your service offer call recording and

    transcription?

    7. Are there any setup fees or contracts?

    8. Am I able to transfer callers to another agent,

    department, or IVR?

    9. Do you charge per-agent or per-seat fees?

    10. Does it integrate with applications like

    Salesforce.com and Zendesk?

  • VBMA for SaaS and Tech Companies: A Primer for Sales, Support, and Marketing

    2013 Ifbyphone, Inc. | (xxx) xxx-xxxx | www.ifbyphone.com | twitter.com/Ifbyphone | Ifbyphone.com/blog

    8

    Integrate Your Call Center with Your CRM System

    VBMA virtual call centers can integrate with CRM systems

    like Salesforce.com. For sales leads, this means that every

    incoming call gets logged automatically in your CRM either

    as a new lead or as part of an existing record, along with

    data on the caller and the marketing source that lead them

    to call:

    Have customer information at sales fingertips

    before every call: When a call comes in from an

    existing customer or prospect, VBMA instantly triggers

    a screen-pop with information on the lead, contact, and

    organization (see Figure 1). No time is wasted searching

    for the correct CRM record.

    Boost agent productivity and reduce input errors:

    When a new lead calls, VBMA creates a lead record in

    your CRM and auto-populates the contact number, lead

    source, and other information. This keeps your agents

    productiveandimprovesthequalityofyourdata.

    Never miss a phone lead: If a call from a new lead

    goes unanswered, VBMA creates a new lead record for

    you with an open case to ensure proper follow up. If the

    number is associated with an existing CRM contact, a

    new case is automatically added to the record.

    Figure 1. Agent panels arm sales reps with valuable data on incoming callers.

  • VBMA for SaaS and Tech Companies: A Primer for Sales, Support, and Marketing

    2013 Ifbyphone, Inc. | (xxx) xxx-xxxx | www.ifbyphone.com | twitter.com/Ifbyphone | Ifbyphone.com/blog

    9

    Convert Web Form Leads into Instant Sales Calls

    Ask yourself: When a lead fills out one of your web forms,

    how long will it take for a sales rep to respond and get the

    lead on the phone? Research shows that a sale is 22 times

    more likely to happen when you make contact within the

    first five minutes. Waiting even ten minutes dramatically

    decreases your chances of converting that lead to a sale.

    VBMA has tools that make it easy for any web form lead

    including Google PPC to talk to the right sales rep

    right away. Using VBMA, you can generate immediate

    connectionsfromanyonlineform,includingRequesta

    Demo forms, Contact Us forms, or the forms on any of your

    Google PPC landing pages.

    Hereshowitworks:

    1. Whenever a lead completes a web page form and clicks

    submit, VBMA immediately calls your sales rep and

    whispers the leads information in their ear. This can

    include the name of the form that was downloaded, the

    leads name, and their phone number.

    2. If the rep decides to accept the call, VBMA will

    automatically call the lead and connect both parties

    over the phone.

    It can be a very effective strategy for improving the number

    of Google PPC leads and other web form leads that convert

    to opportunities and revenue.

    Arm Sales with Valuable Caller Data Using Agent Panels

    The more information sales agents have upfront about

    inbound callers, the more successful the call will be. So

    VBMA provides a web-based agent panel that displays on

    each sakes reps computer screen (see Figure 1).

    Before taking a call, the sales rep can see who is calling

    and what ad, marketing campaign, search term, or other

    source led them to call. If the caller has a record in your

    CRM system, the panel provides one-click access to that

    record. If not, that same click can create a new record with

    pre-populated data.

    This panel can display on any computer, no matter if the rep

    is working in your office or at home. If an agent is working

    from home using their cell phone and wants to transfer

    a caller to someone in another location, the agent panel

    makes it easy.

  • VBMA for SaaS and Tech Companies: A Primer for Sales, Support, and Marketing

    2013 Ifbyphone, Inc. | (xxx) xxx-xxxx | www.ifbyphone.com | twitter.com/Ifbyphone | Ifbyphone.com/blog

    10

    Monitor Call Center Activity with Real-Time and Historical Call ReportsMonitoring sales agent call activity is easy using VBMAs

    web-based real-time and historical reports.

    Howmanydideachagenthandleinagiventime?

    Howlongdidcallslast?

    What was the average time a lead waited to speak with an agent?

    Howmanyhoursadaydoeseachagentspendonincoming calls, outbound calls, and break?

    What time do agents first log in and last log out?

    All this data is at your fingertips, no matter where each

    agent is working, so you can centrally manage your call

    center from anywhere.

    Record and Transcribe Sales Calls Voice-based marketing automation can also record and

    transcribe every sales call for future review. Call recordings

    and transcription can provide a wealth of information from

    your leads and customers for marketing and sales to mine.

    What terminology do prospects use?

    Howdotheydescribetheirpainpoints?

    What are the sticking points sales have to overcome?

    What sales approaches work best to close deals?

    Use this knowledge to educate sales reps on how best to

    overcome barriers and close more deals.

    Summary of VBMA Functionality for Sales

    Virtual Call Center

    IVR auto-attendant

    Intelligent call routing

    Agent panel

    Manager dashboards

    Call recording and transcription

    Voice Broadcasting

    Outbound IVR and prerecorded blasts

    SMS messaging

    Web-based reporting

    CRM Integration

    Salesforce.com integration

    API integration for other CRM tools

    Learn more about how sales teams use VBMA by downloading The Definitive Guide to Voice-Based Marketing Automation.

  • VBMA for SaaS and Tech Companies: A Primer for Sales, Support, and Marketing

    2013 Ifbyphone, Inc. | (xxx) xxx-xxxx | www.ifbyphone.com | twitter.com/Ifbyphone | Ifbyphone.com/blog

    11

    VBMA for Support: Provide Superior Phone Support from Anywhere

    Many SaaS and tech companies handle hundreds even

    thousands of support calls each week. But even if you

    only get a handful a day, each call is important. This is

    especially true if you are charging your customers extra to

    talk to a live agent over the phone. If your support team is

    taking too long to respond, customers get frustrated, their

    satisfaction level drops, and your churn rate goes up.

    VBMA Virtual Call Centers Give Support Teams Flexibility for Less A cloud-based VBMA virtual call center makes just as much

    sense for support teams as it does for sales. Smaller SaaS

    and tech companies with a few support agents can still

    provide customers a professional call center experience

    even if the agents work from home giving callers the

    impression your company is bigger than it is. And larger

    tech companies with dozens or even hundreds of

    support agents can cut costs while providing faster, more

    efficient phone support using a VBMA virtual call center.

    Some highlights:

    VBMA virtual call centers are inexpensive and easy to

    get up and running. No IT help needed.

    You can use the phones you already have in your office,

    athome,orinyourpocket.Noextraequipmenttobuy.

    Agents can field calls from anywhere, so it is very easy

    to hire part-time or seasonal workers to staff your help

    desk.

    As mentioned early, a wide range of automatic call

    routing options are available to ensure no support calls

    are missed no matter where your agents work.

    No matter where agents are, call activity can be

    centrally monitored using real-time web-based reports,

    same as for sales teams.

    And because VBMA virtual call centers are so easy to

    configure and update, they have the flexibility to grow

    with you as your company and support team evolves.

  • VBMA for SaaS and Tech Companies: A Primer for Sales, Support, and Marketing

    2013 Ifbyphone, Inc. | (xxx) xxx-xxxx | www.ifbyphone.com | twitter.com/Ifbyphone | Ifbyphone.com/blog

    12

    To learn more about the benefits of deploying a VBMA

    virtual call center for customer support, you can visit the

    Ifbyphone web site and download the white paper The

    Next Generation of Virtual Call Centers: Beyond the

    Cloud.

    Manage Call Volume and Enable Customer Self-Service with IVRs

    Inbound IVR is nothing new for the call center companies

    have been setting up inbound IVRs as their virtual

    receptionist for years. Rather than having a live agent

    answer every phone call, the IVR picks up the phone and

    routes the call to the correct person or department.

    But IVRs have become increasingly more sophisticated.

    Now they can be used to provide callers with information

    and services they previously had to wait for a live agent to

    receive, such as:

    Accountandbillinginfo

    Order renewals

    Order status updates

    Changes to contact information

    Password retrieval and updating

    Business hours and locations

    Automating this functionality with an IVR enables your

    customerstoservethemselvesquicklyandsavesyour

    agents for more elaborate support calls. Plus, IVR can

    also gather information from callers, including their name,

    organization, and product/service they need help with up

    front and route the call to an agent accordingly.

  • VBMA for SaaS and Tech Companies: A Primer for Sales, Support, and Marketing

    2013 Ifbyphone, Inc. | (xxx) xxx-xxxx | www.ifbyphone.com | twitter.com/Ifbyphone | Ifbyphone.com/blog

    13

    Treat Your VIP Customers Like VIPs

    Keeping VIP customers happy is extremely important to

    any business. And the faster your support team is able to

    respond to and resolve issues from VIPS, the more loyal

    they will be will be. So if you receive a high volume of

    support calls, you can use VBMA to set up custom rules

    thatplaceVIPcustomersatthetopofthesupportqueue.

    Thistypepriorityqueuingalsoenablesyoutogenerateextra

    revenue by charging customers for different tiers of phone

    support, with your most expensive tier enabling VIPs to skip

    to the front of the line.

    Improve Support and Agent Productivity with Help Desk Integration

    If your support team uses a help desk system like

    Zendesk, you can integrate it with voice-based marketing

    automations virtual call center technology to improve

    support team efficiency. The benefits of this integration

    includes:

    Turn voice messages into support tickets: When a customer leaves a voicemail, your agents will automatically receive an email with both the transcribed text message as well as the recorded file. The system will automatically open a support ticket for the caller in your help desk system, eliminating manual work and saving your agents time.

    Acknowledge support requests 24/7: No matter when a caller leaves a voice message, they will automatically receive an email acknowledging receipt of their ticket.

    Manage calls and tickets on one platform: Many help desk systems like Zendesk dont include a phone component. By integrating them with VBMA, agents can simply sign in to their help desk account and they are automatically logged in to the call center. They can then make and receive calls without leaving the help desk

    system.

    Figure 2. Example of post-support customer satisfaction IVR survey built using Ifbyphone.

  • VBMA for SaaS and Tech Companies: A Primer for Sales, Support, and Marketing

    2013 Ifbyphone, Inc. | (xxx) xxx-xxxx | www.ifbyphone.com | twitter.com/Ifbyphone | Ifbyphone.com/blog

    14

    Measure Customer Satisfaction with Automated Phone Surveys

    Phone surveys are an invaluable tool for measuring

    customer service. Phone surveys provide feedback from

    customers on how your support agents are performing

    are they timely, professional, and knowledgeable? Were

    they able to solve the customers problem in a satisfactory

    way? This data enables support teams to make changes to

    improve customer retention and loyalty.

    VBMA makes it easy for your support team to build their

    own inbound and outbound automated phone surveys using

    IVR technology (see Figure 2). You can:

    TransfercallerstoaquickIVRsurveytoprovide

    immediate feedback after speaking to an agent, while

    the transaction remains fresh in the customers minds.

    For times when a customers satisfaction with the help

    you provided cant be immediately gauged, you can use

    VBMA to send an outbound IVR that automatically calls

    customers after a certain period of time and ask them

    questions.

    You can also provide a toll-free hotline on receipts or

    invoices encouraging people to call and take a phone

    survey.

    All IVR responses are accessible from real-time web-based

    reports, and that data can be integrated with the customers

    record in your CRM system.

    Summary of VBMA Functionality for Support

    Virtual Call Center

    IVR auto-attendant

    Intelligent call routing

    Call forwarding

    Agent panel

    Manager dashboards

    IVR phone surveys

    Analytics

    CRM integration

    Call recording and transcription

    Help Desk Integration

    Zendesk integration

    API integration for other help desk tools

    Learn more about how support teams use VBMA by downloading The Definitive Guide to Voice-Based Marketing Automation.

  • VBMA for SaaS and Tech Companies: A Primer for Sales, Support, and Marketing

    2013 Ifbyphone, Inc. | (xxx) xxx-xxxx | www.ifbyphone.com | twitter.com/Ifbyphone | Ifbyphone.com/blog

    15

    ForSaaSandtechmarketingteams,drivingqualityleads

    for the sales team to close is one of your most important

    responsibilities. To understand campaign success and fix

    programs that arent working, you need to track every lead

    back to its source and through to revenue.

    Most marketers can do this for web leads (like web form

    downloads) using a combination of marketing automation or

    email reporting tools, Google Analytics and AdWords, and

    aCRMsystem.However,yourads,marketingcampaigns,

    content, and web pages also generate phone leads, and

    trackingthoseinboundcallsbacktotheirsourcerequires

    voice-based marketing automation.

    Why Marketing Teams Use VBMA to Track Phone Leads

    VBMA comes with call tracking technology you can use

    to attribute inbound calls to the proper marketing source.

    Using VBMA you can track phone leads (and the pipeline

    and revenue they generate) back to specific online, offline,

    and mobile ads, keyword searches, direct mail and email,

    social media sites, content, or any other source.

    You no longer have to guess which campaigns and content

    are really driving sales calls. Instead, you get a complete,

    detailed understanding of which programs are generating

    phone leads and how those leads are impacting pipeline

    and revenue. You can then use call tracking data to pinpoint

    which activities are working and which arent and

    make improvements. By reinvesting only in marketing that

    generates leads and revenue, you can grow your business

    without increasing your spend. Plus you are able to prove

    to your executive team how your work is impacting the

    businesss bottom line.

    How Call Tracking Works in General

    VBMAs call tracking technology gives you clean trackable

    phone numbers (local, toll-free, or vanity) that you can

    insert in your marketing material. When someone calls that

    number, VBMA knows exactly what source theyre calling

    from and captures that source information with the lead

    information. If that lead goes on to become an opportunity

    or a customer, you can tie those events back to the original

    source, so you can understand and prove how your

    marketing is impacting lead generation and sales.

    VBMA for Marketing: Prove and Improve ROI with Call Tracking and More

  • VBMA for SaaS and Tech Companies: A Primer for Sales, Support, and Marketing

    2013 Ifbyphone, Inc. | (xxx) xxx-xxxx | www.ifbyphone.com | twitter.com/Ifbyphone | Ifbyphone.com/blog

    16

    Why Phone Leads MatterNotallleadsarecreatedequal.Justaskanysales

    manager which types of leads they prefer (see Figure 4).

    While web form leads, research reports, and interactive

    online tools are excellent vehicles for generating leads,

    those prospects are often just beginning their research.

    Inbound phone leads are different. Someone who calls

    you is often further along the buying processand ready to

    engage in a serious discussion with a sales rep.

    Its why inbound phone leads are the most valuable to

    sales, and the leads marketers most need to generate and

    track.

    Figure 4. Larger percentage of SMBs rate telephone leads as excellent or good more than any other lead type1.

    How Call Tracking Works for Offline Ads, Content Marketing, and Email

    For offline advertising (such as print ads, direct mail

    campaigns, TV or radio spots, billboards, or trade show

    materials), content marketing (like eBooks, webinars,

    brochures, and videos) or email blasts, call tracking is a

    fairlybasicconcept.Yousimplyinsertauniquenumberin

    each of your marketing materials, attribute those numbers

    in the VBMA software to their respective source, tell VBMA

    where to route the call (more on that later), and youre off.

    VBMA can then generate real-time reports on the calls each

    source generates (see Figure 4).

    For more information on the value of call tracking for

    content marketing, visit the Ifbyphone web site and

    download the white paper: Marketers Guide to Proving

    (and Improving) Content Marketing ROI.

    How Call Tracking Works for Online and Mobile Sources

    For online and mobile sources such as Google SEO or PPC

    ads that send people to a web page, call tracking works by

    usingatechniquecalleddynamicnumberinsertion(DNI).

    DNIautomaticallydisplaysauniquecalltrackingphone

    number on your web pages based on the referral source.

  • VBMA for SaaS and Tech Companies: A Primer for Sales, Support, and Marketing

    2013 Ifbyphone, Inc. | (xxx) xxx-xxxx | www.ifbyphone.com | twitter.com/Ifbyphone | Ifbyphone.com/blog

    17

    Heresasimplesummaryofhowitworks:

    1. First, you should include a phone number prominently

    on your web pages with a call us now call to action.

    2. YouthenreplacethatphonenumberintheHMTLwith

    asmallsnippetofcalltrackingJavaScriptcodeyouget

    from VBMA.

    3. Thecodethenautomaticallydisplaysauniquephone

    number on your web pages for each visitor based on

    how they got there (i.e., Google or Bing keyword search,

    PPC ad, banner ad, referring web site, social media

    post, etc.).

    4. When the visitor calls the number, the phone lead is

    attributed in VBMA to the right referral source.

    5. Finally, you can generate reports using VBMA on how

    online and mobile activity is generating calls. And like

    marketing automation tools, you can integrate call

    tracking software with your CRM system to follow each

    phone lead from the source through the salescycle to

    revenue (more on this later).

    For more information on call tracking for Google SEO and

    PPC, visit the Ifbyphone web site and download the white

    paper: Marketers Guide to Call Tracking for Google

    SEO and PPC.

    Beacon Technologies Sees Over 400% Higher ROI with Call Tracking

    Beacon Technologies is a web technology and marketing agency. Beacon uses Ifbyphone as the critical link between online marketing spend and offline phone call conversions.

    For one client, Beacon used unique phone numbers from Ifbyphone to track call activity from sites like Lawyers.com, FindLaw.com, Google Local, and social media outlets. They now understood which channels were working and adjusted spending accordingly. The end result was a significant increase in ROI.

    A lot of companies dont just get leads that take place on the web. Consumers often pick up the phone and call, said Brad Henry, Director of Web Marketing at Beacon. Its important to know where that lead originated, particularly if the web is involved, in order to optimize marketing initiatives moving forward.

  • VBMA for SaaS and Tech Companies: A Primer for Sales, Support, and Marketing

    2013 Ifbyphone, Inc. | (xxx) xxx-xxxx | www.ifbyphone.com | twitter.com/Ifbyphone | Ifbyphone.com/blog

    18

    Generate Detailed Web-Based Reports to Analyze Call Sources

    VBMA enables you to configure, schedule, and generate

    your own real-time and historical web-based reports on

    phone leads (see Figure 4).

    You can configure the data any way you want to create

    meaningful reports on which ads, campaigns, content,

    social media sites, and search keywords are driving inbound

    calls. You can also access rich data on each calls duration

    and time of day, the callers geography, how long they spent

    on hold, the call activity of your sales agents, and much

    more.

    Track Revenue from Phone Leads with CRM Integration

    Voice-based marketing automation is designed to be a

    standalone platform. But it also integrates easily with

    CRM systems like Salesforce.com, giving SaaS and tech

    companies additional value. All call tracking data is passed

    to your CRM, so you can generate reports detailing how

    each marketing source is driving phone leads, opportunities,

    and revenue, and include that data with your web leads,

    trade show leads, and other leads as part of your overall

    marketing reports (see Figure 5).

    Figure 4. Generate reports that track phone leads to their source.

    Figure 5. Include phone call data in your Salesforce.com dashboards and reports.

  • VBMA for SaaS and Tech Companies: A Primer for Sales, Support, and Marketing

    2013 Ifbyphone, Inc. | (xxx) xxx-xxxx | www.ifbyphone.com | twitter.com/Ifbyphone | Ifbyphone.com/blog

    19

    Include Call Tracking Data in Google Analytics and Universal Analytics Many SaaS and tech companies use Google Analytics to

    better understand activity on their web site. In 2013 Google

    took their analytics platform to the next level with the

    release of Universal Analytics, which gives businesses the

    ability to view not just web activity, but also data on offline

    interactions, mobile app traffic, and other sources all in the

    same interface.

    With VBMA you can integrate your call tracking data with

    both Google Analytics and Universal Analytics and add the

    critical phone data piece to Googles marketing analytics

    puzzle. Google Analytics users can view and analyze call

    data alongside web traffic data to better understand how

    web visitors and callers find your business and better

    measure campaign ROI. Universal Analytics users can

    take it a step further by viewing rich, context-specific

    call tracking data alongside your other online and offline

    marketing analytics, so you can:

    See which ads, search keywords, or social media platforms are driving web visits and phone calls to your business

    Compare web visits and phone calls from organic vs. paid search on one screen

    See which of your web pages or videos a person viewed before and after calling you

    See which of your content they downloaded or items they purchased before and after calling you

    Access a color-coded heat map to see where people are calling you from (see Figure 6) its great for retail, franchises, and other multi-location businesses

    Figure 6. Integrate call data with Universal Analytics to see where visitors are calling from geographically.

  • VBMA for SaaS and Tech Companies: A Primer for Sales, Support, and Marketing

    2013 Ifbyphone, Inc. | (xxx) xxx-xxxx | www.ifbyphone.com | twitter.com/Ifbyphone | Ifbyphone.com/blog

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    Accurately Track Google PPC ROI in Google AdWords Most Saas and tech companies advertise on Google. They

    then use Google AdWords to see which keywords, PPC ads,

    and landing pages are generating impressions, clicks, and

    conversions.

    But Google AdWords only tracks web form conversions.

    It cant tell you if someone came to your landing page,

    then picked up the phone and called you. That means

    your AdWords conversion data could be very misleading.

    A landing page might be generating few form downloads

    but a high number of inbound calls, which are leading to

    opportunities and revenue. But if you cant tie calls back to

    landing pages, ads, and keyword searches, how will you

    know? You might end up editing, or even deleting, a landing

    page with a high ROI.

    VBMA call tracking integrates with Google AdWords, so all

    incoming phone calls from any type of Google paid search

    ad (even mobile) will be properly captured and attributed as

    conversions in Google AdWords. You can get a complete

    understanding of whats working and what isnt to more

    intelligently manage your campaigns.

    Call Tracking Helps WiderFunnel Show a 42% Increase in Phone Calls for Client

    WiderFunnel, a marketing optimization agency, was engaged by Saint Jude Retreats to increase phone leads from their web site, since phone inquiries were more likely to convert into sales.

    To do it, WiderFunnel designed several web landing page variations optimized for phone call inquiries and used Ifbyphone to track calls from each page. The result: WiderFunnel measured a 42% increase in phone calls from their landing pages, demonstrating a significant boost in business for Saint Jude Retreats.

    Ifbyphones call tracking tools and customer support is second to none. Ifbyphone played an integral part in measuring the success of our landing page optimization efforts, and we couldnt be any happier with the results, said Daniel G. Hidalgo, Marketing

    Director of Saint Jude Retreats.

  • VBMA for SaaS and Tech Companies: A Primer for Sales, Support, and Marketing

    2013 Ifbyphone, Inc. | (xxx) xxx-xxxx | www.ifbyphone.com | twitter.com/Ifbyphone | Ifbyphone.com/blog

    21

    Qualify and Filter Inbound Calls with an IVR Chances are that not every inbound call you generate will

    be ready to engage with a sales rep. Many might not be.

    And you dont want to waste your sales reps time by having

    them field incoming calls from leads that arent sales-ready.

    VBMA makes it easy to filter your inbound calls from any

    source automatically using an IVR. The IVR can answer calls

    andaskcallersthequestionsyoudetermineworkbestto

    qualifythemforthatparticularcampaign.Forexample,if

    you are using the BANT (budget, authority, need, timeline)

    modeltoqualifyleads,youcanposethosequestionsto

    learn if callers are really ready to go to sales.

    Leadsthatscorehighenougharepassedautomatically

    from the IVR directly to sales for an immediate conversation.

    Others can hear a custom marketing message and be

    given the option of leaving a voicemail for sales, or even be

    passed to a second IVR.

    Marketers can set up IVRs for different campaigns in

    minutes, monitor real-time reports on their results, and make

    changes on the fly when needed all without involving IT.

    Route Qualified Phone Leads in Various Ways

    VBMA enables you to control not only which callers get

    passed to sales, but also where and to whom they get

    passed. Because VBMA can tell which ad, search keyword,

    web page, content, marketing campaign, or other source

    a person is calling from, you can route calls differently for

    different sources.

    Choose from a wide variety of call routing options, including:

    Toagentsinaspecificorderthatyouconfigure

    Toseveralagentssimultaneouslyonafirst-answerbasis

    Toagentsbasedontheirterritories,jobtitles,productspecialty, or skillset

    Toanindividualagentsworkphone,cellphone,landline,Skype, etc. simultaneously or in any order

    Tospecificagentsorofficelocationsbasedonthecallstime of day

  • VBMA for SaaS and Tech Companies: A Primer for Sales, Support, and Marketing

    2013 Ifbyphone, Inc. | (xxx) xxx-xxxx | www.ifbyphone.com | twitter.com/Ifbyphone | Ifbyphone.com/blog

    22

    Record Sales Calls to Improve Your Marketing VBMA can also record every sales call. Call recordings

    can provide a wealth of information from your leads and

    prospects for you to mine.

    Whatterminologydoprospectsuse?

    Howdotheydescribetheirpainpoints?

    Arethereparticularbenefitsaboutyourproductsthatclose deals faster?

    Whatarethestickingpointssaleshavetoovercome?

    Call recordings enable you to find out and use that data to

    build more effective marketing campaigns.

    Summary of VBMA Functionality for Marketing

    Lead Tracking & Generation

    Call tracking

    Clean, trackable phone numbers provisioning

    Dynamic number insertion

    Web form calling

    Call Scoring

    Inbound IVR

    Analytics

    Call tracking reports

    Google AdWords, Google Analytics, & Universal Analytics integration

    Call recording and transcription

    CRM Integration

    Salesforce.com integration

    API integration for other CRM tools

    Learn more about how marketing teams use VBMA by downloading The Definitive Guide to Voice-Based Marketing Automation.

  • VBMA for SaaS and Tech Companies: A Primer for Sales, Support, and Marketing

    2013 Ifbyphone, Inc. | (xxx) xxx-xxxx | www.ifbyphone.com | twitter.com/Ifbyphone | Ifbyphone.com/blog

    23

    You can see how VBMA helps marketing, sales, and

    support individually. But by providing a common platform

    for managing and optimizing phone interactions and by

    integrating with your CRM, help desk, and other systems

    VBMA also connects all three groups together and helps

    keep them aligned:

    Marketing can pass lead source data to sales when they

    get an inbound call and access CRM data and sales call

    recordings to improve campaigns

    Sales can see the marketing source of every call before

    answeringtoimproveconversationqualityandaccess

    support call recordings to better manage accounts

    Support can access complete customers histories

    (including answers to phone surveys) and sales call

    recordings to improve service.

    With VBMA, all groups not only work better, but they work

    better together.

    Connect and Align Marketing, Sales, and Support

    Next StepsCall Ifbyphone today at (XXX) XXX-XXXX to learn how Ifbyphone can help you grow your business. You can also request a demo of Ifbyphones VBMA solution at www.ifbyphone.com.

    Sources:1. BIA/Kelsey report on Call-Based Ads, May 29, 2012

  • About Ifbyphone

    Ifbyphone, the leader in voice-based marketing automation

    (VBMA), connects, measures and optimizes sales and

    service calls for businesses and organizations. Ifbyphones

    VBMA solutions capture and manage phone leads and

    information that often slip through the cracks of traditional

    marketing automation and CRM software solutions.

    The Ifbyphone product suite is a set of software-as-a-service

    applications including call tracking, hosted IVR (interactive

    voice response), call routing, virtual call center and voice

    broadcasting. Organizations of all sizes in all industries use

    Ifbyphone, including marketing agencies, lead generation,

    e-commerce, direct response, financial services and

    insurance, health care, retail and logistics, and SaaS and

    technology. For more information, visit www.ifbyphone.com

    www.ifbyphone.com

    Twitter: http://twitter.com/ifbyphone

    Facebook: http://facebook.com/ifbyphone

    (XXX) XXX-XXXX

    300 West Adams Street, 9th Floor

    Chicago,IL60606

    2013 Ifbyphone, Inc. All rights reserved.