VBMA for SaaS and Tech Companies

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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......

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.

More in: Business , Technology
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  • 1. white paper VBMA for SaaS and Tech Companies: A Primer for Sales, Support, and Marketing
  • 2. VBMA for SaaS and Tech Companies: A Primer for Sales, Support, and Marketing 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 © 2013 Ifbyphone, Inc. | (877) 976-3414 | www.ifbyphone.com | twitter.com/Ifbyphone | Ifbyphone.com/blog 2
  • 3. VBMA for SaaS and Tech Companies: A Primer for Sales, Support, and Marketing Introduction The size and structure of SaaS (software-as-a-service) 3 For sales: and technology companies today can vary widely, ranging • How to implement a cost-effective call center that fits your sales team structure and works the way they need anywhere from a two-man startup to a Fortune 500 • How to ensure no phone leads are missed company. But most have the following three things in common: • How to route calls to the right sales agent, even if they are working from home or away from the office • Their sales team relies on phone conversations to close business • How to get web leads on the phone faster to improve • Their support team assists customers over the phone For support: • Their marketing team wants to drive inbound phone leads • How to make sure every support call is addressed quickly and correctly 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 voicebased marketing automation to solve these and other challenges. conversion rates • How to implement a professional call center that enables agents to field calls from anywhere • How to use phone surveys to measure customer satisfaction without tying up agent resources For marketing: • How to understand what ads and marketing campaigns generate inbound sales calls – and which don’t • How to allocate advertising budget to programs that really drive leads and revenue • How to include phone lead data in marketing reports to execs to more accurately reflect campaign ROI • How to filter and score inbound calls automatically before passing to sales © 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 4 VBMA for Sales: Close More Business with a Cost-Effective Virtual Call Center SaaS and tech sales teams are structured in many different For SaaS and tech sales teams that rely heavily on phone ways, depending on the size of the sales team, what they conversations to close business, these factors can make sell, and their rules of engagement. For example: call routing a challenge. Many SaaS and tech companies are finding that traditional on-premise call centers can’t meet • Some teams are strictly inside sales, where reps gather in a physical office location to make and receive calls their needs. Instead, they are using voice-based marketing • Others have outside sales agents that spend their time in the field, travelling to meet customers and close business that are fast to implement and easy to modify to meet new • Some have telemarketing agents that field and evaluate all incoming call • Others have reps that work either full-time or part-time from home • And many are some hybrid combination of them all automation to deploy cost-effective virtual call centers requirements. On-Premise Call Centers vs. VBMA Virtual Call Centers Traditionally, call center solutions were all hosted on- To further complicate matters, SaaS and tech sales teams premise. A business would have to purchase the call are constantly changing their structure to meet demands center equipment, deploy it at their own office, and for growth, to sell new products, and to accommodate maintain it throughout its lifecycle. That meant high setup, downsizing, mergers, and acquisitions. Plus, they assign maintenance, and hardware costs, as well as lengthy leads based on a wide range of criteria – including by deployment and update times. You would need to hire geographic territory, product line, size of the account, and programmers skilled in development and maintenance to even time of day – which is also subject to change. keep things running and make improvements. Plus you would force your sales agents to be physically present in the office to handle calls. © 2013 Ifbyphone, Inc. | (877) 976-3414 | www.ifbyphone.com | twitter.com/Ifbyphone | Ifbyphone.com/blog
  • 5. 5 VBMA for SaaS and Tech Companies: A Primer for Sales, Support, and Marketing VBMA’s virtual call center technology changed all that. Category On-Premise VBMA Hardware Installed at your No special hardware office to install or phone 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 don’t need to purchase
and install expensive hardware. In fact, equipment to you don’t need any programmer assistance at all. Your call purchase center can be up and running in minutes, and changes can Cost to Deploy Expensive for what you use be made on the fly by sales personnel without any technical background. Inexpensive - you pay Time to Deploy Weeks or months Difficulty of Updating Very - requires Hours None - updates are programmers installed automatically Changes can take Changes can be made using any phone or device they wish while still operating weeks and require on the fly by anyone seamlessly as one team. extensive coding from anywhere No Yes No Yes, including VBMA virtual call centers are extremely flexible, so your agents can work from home, the road, or any office location Flexibility To learn more about the benefits of virtual call centers, you can visit the Ifbyphone web site and download the white Supports Agents at paper “How Sales Teams Use Integrated Virtual Call Home or Travelling Centers to Close More Business”. Works with Any Device landlines, mobile, and softphones © 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 6 Automatically Route Calls to the Right Sales Agent Wherever They Are VBMA virtual call centers have advanced call routing You can also minimize the risk of important calls going technology that enables your business to route calls based unanswered by using VBMA to implement conditional and on your own customizable rules. Rules can be easily set selective call routing. Forward incoming calls
to different up and updated on the fly as needed. Call routing options types of phones or devices (cell phone, work phone, home include: phone, Skype, etc.) and agents based on various schedules, including: • 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 caller’s location. • Route by number: Screen incoming calls and set up custom routing and queuing rules for specific phone numbers. • Simultaneous ringing: Ring an agent’s 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. • 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. © 2013 Ifbyphone, Inc. | (877) 976-3414 | www.ifbyphone.com | twitter.com/Ifbyphone | Ifbyphone.com/blog
  • 7. VBMA for SaaS and Tech Companies: A Primer for Sales, Support, and Marketing 7 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 phone keypad to answer questions or acquire data. Voicebased marketing automation makes it easy for salespeople Questions to Ask Any Virtual Call 10 Center Provider to build and modify your own IVRs in minutes without having to hire or wait for help from a programmer. 1. Can I customize the on-hold experience? 2. Can my agents receive calls at any location Sales teams use IVR as auto-attendants that help manage on any type of phone? Even softphones and call volume. IVRs answer incoming calls with professionally Skype? 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 3. Can I set up schedules based on my individual agents? 4. How can my agents receive caller information before answering? also be used to screen and score callers, passing only those 5. Can I access call reports and records online? that qualify to a sales rep (more on this later). 6. Does your service offer call recording and transcription? Control Your Call Queuing Experience 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? When callers are placed on hold, you want full control over their experience. VBMA lets you select the music or 10. Does it integrate with applications like Salesforce.com and Zendesk? promotional messages they hear, the maximum amount of time they’ll have to wait, the number of callers in your queue, and much more. You can also set up priority queuing 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
  • 8. VBMA for SaaS and Tech Companies: A Primer for Sales, Support, and Marketing 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 productive and improves the quality of your data. • 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 Figure 1. Agent panels arm sales reps with valuable data on incoming callers. number is associated with an existing CRM contact, a new case is automatically added to the record. © 2013 Ifbyphone, Inc. | (xxx) xxx-xxxx | www.ifbyphone.com | twitter.com/Ifbyphone | Ifbyphone.com/blog 8
  • 9. VBMA for SaaS and Tech Companies: A Primer for Sales, Support, and Marketing Convert Web Form Leads into Instant Sales Calls 9 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. 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 Arm Sales with Valuable Caller Data Using Agent Panels first five minutes. Waiting even ten minutes dramatically decreases your chances of converting that lead to a sale. The more information sales agents have upfront about inbound callers, the more successful the call will be. So VBMA has tools that make it easy for any web form lead VBMA provides a web-based agent panel that displays on – including Google PPC – to talk to the right sales rep each sakes rep’s computer screen (see Figure 1). right away. Using VBMA, you can generate immediate connections from any online form, including Request a Before taking a call, the sales rep can see who is calling Demo forms, Contact Us forms, or the forms on any of your and what ad, marketing campaign, search term, or other Google PPC landing pages. source led them to call. If the caller has a record in your CRM system, the panel provides one-click access to that Here’s how it works: record. If not, that same click can create a new record with pre-populated data. 1. Whenever a lead completes a web page form and clicks submit, VBMA immediately calls your sales rep and This panel can display on any computer, no matter
if the rep “whispers” the lead’s information in their ear. This can is working in your office or at home. If an agent is working include the name of the form that was downloaded, the from home using their cell phone and wants to transfer lead’s name, and their phone number. a caller to someone in another location, the agent panel makes it easy. 2. If the rep decides to accept the call, VBMA will automatically call the lead and connect both parties over the phone. © 2013 Ifbyphone, Inc. | (xxx) xxx-xxxx | www.ifbyphone.com | twitter.com/Ifbyphone | Ifbyphone.com/blog
  • 10. VBMA for SaaS and Tech Companies: A Primer for Sales, Support, and Marketing Monitor Call Center Activity with Real-Time and Historical Call Reports Monitoring sales agent call activity is easy using VBMA’s web-based real-time and historical reports. • How many did each agent handle in a given time? • How long did calls last? • What was the average time a lead waited to speak with an agent? • 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 All this data is at your fingertips, no matter where each agent is working, so you can centrally manage your call IVR auto-attendant • Intelligent call routing Agent panel • Manager dashboards • • What time do agents first log in and last log out? • • • How many hours a day does each agent spend on incoming calls, outbound calls, and break? 10 Call recording and transcription 
 Voice Broadcasting • Outbound IVR and prerecorded blasts • SMS messaging Record and Transcribe Sales Calls • Web-based reporting Voice-based marketing automation can also record and CRM Integration center from anywhere. 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? • How do they describe their pain points? • 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.” © 2013 Ifbyphone, Inc. | (xxx) xxx-xxxx | www.ifbyphone.com | twitter.com/Ifbyphone | Ifbyphone.com/blog
  • 11. VBMA for SaaS and Tech Companies: A Primer for Sales, Support, and Marketing 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. 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, at home, or in your pocket. No extra equipment to buy. VBMA Virtual Call Centers Give Support Teams Flexibility for Less • Agents can field calls from anywhere, so it is very easy A cloud-based VBMA virtual call center makes just as much • As mentioned early, a wide range of automatic call to hire part-time or seasonal workers to staff your help desk. sense for support teams as it does for sales. Smaller SaaS routing options are available to ensure no support calls and tech companies with a few support agents can still are missed no matter where your agents work. provide customers a professional call center experience – even if the agents work from home – giving callers the • No matter where agents are, call activity can be impression your company is bigger than it is. And larger centrally monitored using real-time web-based reports, tech companies with dozens – or even hundreds – of same as for sales teams. support agents can cut costs while providing faster, more efficient phone support using a VBMA virtual call center. • 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. © 2013 Ifbyphone, Inc. | (xxx) xxx-xxxx | www.ifbyphone.com | twitter.com/Ifbyphone | Ifbyphone.com/blog
  • 12. VBMA for SaaS and Tech Companies: A Primer for Sales, Support, and Marketing 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 12 • Account and billing info • Order renewals
 Next Generation of Virtual Call Centers: Beyond the • Order status updates
 Cloud.” • Changes to contact information Manage Call Volume and Enable Customer Self-Service with IVRs • Password retrieval and updating Inbound IVR is nothing new for the call center – companies Automating this functionality with an IVR enables your have been setting up inbound IVRs as their virtual customers to serve themselves quickly and saves your receptionist for years. Rather than having a live agent agents for more elaborate support calls. Plus, IVR can answer every phone call, the IVR picks up the phone and also gather information from callers, including their name, routes the call to the correct person or department. organization, and product/service they need help with up • Business hours and locations front and route the call to an agent accordingly. 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: © 2013 Ifbyphone, Inc. | (xxx) xxx-xxxx | www.ifbyphone.com | twitter.com/Ifbyphone | Ifbyphone.com/blog
  • 13. VBMA for SaaS and Tech Companies: A Primer for Sales, Support, and Marketing 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 that place VIP customers at the top of the support queue. This type priority queuing also enables you to generate extra revenue by charging customers for different tiers of phone • 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 don’t 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. 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 automation’s 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. 13 Figure 2. Example of post-support customer satisfaction IVR survey built using Ifbyphone. © 2013 Ifbyphone, Inc. | (xxx) xxx-xxxx | www.ifbyphone.com | twitter.com/Ifbyphone | Ifbyphone.com/blog
  • 14. VBMA for SaaS and Tech Companies: A Primer for Sales, Support, and Marketing 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 customer’s problem in a satisfactory way? This data enables support teams to make changes to All IVR responses are accessible from real-time web-based reports, and that data can be integrated with the customer’s record in your CRM system. Summary of VBMA Functionality for Support Virtual Call Center • IVR auto-attendant • Intelligent call routing VBMA makes it easy for your support team to build their • Call forwarding own inbound and outbound automated phone surveys using • Agent panel IVR technology (see Figure 2). You can: • Manager dashboards • IVR phone surveys improve customer retention and loyalty. • Transfer callers to a quick IVR survey to provide immediate feedback after speaking to an agent, while Analytics the transaction remains fresh in the customers’ minds. • CRM integration • Call recording and transcription 
 • For times when a customer’s satisfaction with the help you provided can’t be immediately gauged, you can use Help Desk Integration • Zendesk integration customers after a certain period of time and ask them • API integration for other help desk tools questions. Learn more about how support teams use VBMA by downloading “The Definitive Guide to Voice-Based Marketing Automation”. VBMA to send an outbound IVR that automatically calls • You can also provide a toll-free hotline on receipts or 14 invoices encouraging people to call and take a phone survey. © 2013 Ifbyphone, Inc. | (xxx) xxx-xxxx | www.ifbyphone.com | twitter.com/Ifbyphone | Ifbyphone.com/blog
  • 15. VBMA for SaaS and Tech Companies: A Primer for Sales, Support, and Marketing 15 VBMA for Marketing: Prove and Improve ROI with Call Tracking and More For SaaS and tech marketing teams, driving quality leads You no longer have to guess which campaigns and content for the sales team to close is one of your most important are really driving sales calls. Instead, you get a complete, responsibilities. To understand campaign success and fix detailed understanding of which programs are generating programs that aren’t working, you need to track every lead phone leads and how those leads are impacting pipeline back to its source and through to revenue. and revenue. You can then use call tracking data to pinpoint which activities are working – and which aren’t – and Most marketers can do this for web leads (like web form make improvements. By reinvesting only in marketing that downloads) using a combination of marketing automation or generates leads and revenue, you can grow your business email reporting tools, Google Analytics and AdWords, and without increasing your spend. Plus you are able to prove a CRM system. However, your ads, marketing campaigns, to your executive team how your work is impacting the content, and web pages also generate phone leads, and business’s bottom line. tracking those inbound calls back to their source requires voice-based marketing automation. Why Marketing Teams Use VBMA to Track Phone Leads How Call Tracking Works in General VBMA’s 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 VBMA comes with call tracking technology you can use number, VBMA knows exactly what source they’re calling to attribute inbound calls to the proper marketing source. from and captures that source information with the lead Using VBMA you can track phone leads (and the pipeline information. If that lead goes on to become an opportunity and revenue they generate) back to specific online, offline, or a customer, you can tie those events back to the original and mobile ads, keyword searches, direct mail and email, source, so you can understand and prove how your social media sites, content, or any other source. marketing is impacting lead generation and sales. © 2013 Ifbyphone, Inc. | (xxx) xxx-xxxx | www.ifbyphone.com | twitter.com/Ifbyphone | Ifbyphone.com/blog
  • 16. VBMA for SaaS and Tech Companies: A Primer for Sales, Support, and Marketing 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 Why Phone Leads Matter Not all leads are created equal. Just ask any sales manager which types of leads they prefer (see Figure 4). materials), content marketing (like eBooks, webinars, While web form leads, research reports, and interactive brochures, and videos) or email blasts, call tracking is a online tools are excellent vehicles for generating leads, fairly basic concept. You simply insert a unique number in those prospects are often just beginning their research. 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 you’re off. VBMA can then generate real-time reports on the calls each source generates (see Figure 4). 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. It’s why inbound phone leads are the most valuable to sales, and the leads marketers most need to generate and For more information on the value of call tracking for track. content marketing, visit the Ifbyphone web site and download the white paper: “Marketer’s 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 using a technique called dynamic number insertion (DNI). DNI automatically displays a unique call tracking phone number on your web pages based on the referral source. Figure 4. Larger percentage of SMBs rate telephone leads as “excellent” or “good” – more than any other lead type1. © 2013 Ifbyphone, Inc. | (xxx) xxx-xxxx | www.ifbyphone.com | twitter.com/Ifbyphone | Ifbyphone.com/blog 16
  • 17. VBMA for SaaS and Tech Companies: A Primer for Sales, Support, and Marketing Here’s a simple summary of how it works: 17 For more information on call tracking for Google SEO and PPC, visit the Ifbyphone web site and download the white 1. First, you should include a phone number prominently on your web pages with a “call us now” call to action. 2. You then replace that phone number in the HMTL with a small snippet of call tracking JavaScript code you get from VBMA. paper: “Marketer’s Guide to Call Tracking for Google SEO and PPC”. Beacon Technologies Sees Over 400% Higher ROI with Call Tracking 3. The code then automatically displays a unique phone 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). 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 don’t 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. “It’s important to know where that lead originated, particularly if the web is involved, in order to optimize marketing initiatives moving forward.” © 2013 Ifbyphone, Inc. | (xxx) xxx-xxxx | www.ifbyphone.com | twitter.com/Ifbyphone | Ifbyphone.com/blog
  • 18. VBMA for SaaS and Tech Companies: A Primer for Sales, Support, and Marketing 18 Generate Detailed Web-Based Reports to Analyze Call Sources Track Revenue from Phone Leads with CRM Integration VBMA enables you to configure, schedule, and generate Voice-based marketing automation is designed to be a your own real-time and historical web-based reports on standalone platform. But it also integrates easily with phone leads (see Figure 4). 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. 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 call’s duration and time of day, the caller’s geography, how long they spent on hold, the call activity of your sales agents, and much Figure 5. Include phone call data in your Salesforce.com dashboards and reports. more. © 2013 Ifbyphone, Inc. | (xxx) xxx-xxxx | www.ifbyphone.com | twitter.com/Ifbyphone | Ifbyphone.com/blog
  • 19. VBMA for SaaS and Tech Companies: A Primer for Sales, Support, and Marketing 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 19 • 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) – it’s great for retail, franchises, and other multi-location businesses 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 Google’s 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 Figure 6. Integrate call data with Universal Analytics to see where visitors are calling from geographically. • Compare web visits and phone calls from organic vs. paid search on one screen © 2013 Ifbyphone, Inc. | (xxx) xxx-xxxx | www.ifbyphone.com | twitter.com/Ifbyphone | Ifbyphone.com/blog
  • 20. VBMA for SaaS and Tech Companies: A Primer for Sales, Support, and Marketing 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 can’t 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 can’t 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 what’s working and what isn’t to more 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. “Ifbyphone’s 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 couldn’t be any happier with the results,” said Daniel G. Hidalgo, Marketing Director of Saint Jude Retreats. intelligently manage your campaigns. © 2013 Ifbyphone, Inc. | (xxx) xxx-xxxx | www.ifbyphone.com | twitter.com/Ifbyphone | Ifbyphone.com/blog 20
  • 21. VBMA for SaaS and Tech Companies: A Primer for Sales, Support, and Marketing 21 Qualify and Filter Inbound Calls with an IVR Route Qualified Phone Leads in Various Ways Chances are that not every inbound call you generate will VBMA enables you to control not only which callers get be ready to engage with a sales rep. Many might not be. passed to sales, but also where and to whom they get And you don’t want to waste your sales reps’ time by having passed. Because VBMA can tell which ad, search keyword, them field incoming calls from leads that aren’t sales-ready. web page, content, marketing campaign, or other source a person is calling from, you can route calls differently for VBMA makes it easy to filter your inbound calls from any source automatically using an IVR. The IVR can answer calls and ask callers the questions you determine work best to qualify them for that particular campaign. For example, if you are using the BANT (budget, authority, need, timeline) different sources. Choose from a wide variety of call routing options, including: • To agents in a specific order that you configure model to qualify leads, you can pose those questions to • To several agents simultaneously on a first-answer basis learn if callers are really ready to go to sales. • To agents based on their territories, job titles, product specialty, or skillset Leads that score high enough are passed automatically 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. • To an individual agent’s work phone, cell phone, landline, Skype, etc. simultaneously or in any order • To specific agents or office locations based on the call’s time of day 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. © 2013 Ifbyphone, Inc. | (xxx) xxx-xxxx | www.ifbyphone.com | twitter.com/Ifbyphone | Ifbyphone.com/blog
  • 22. VBMA for SaaS and Tech Companies: A Primer for Sales, Support, and Marketing 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 22 Summary of VBMA Functionality for Marketing Lead Tracking & Generation • Call tracking • Clean, trackable phone numbers provisioning • What terminology do prospects use? • Dynamic number insertion • How do they describe their pain points? • Web form calling prospects for you to mine. Call Scoring • Are there particular benefits about your products that close deals faster? • • What are the sticking points sales have to overcome? Analytics Call recordings enable you to find out and use that data to • Call tracking reports build more effective marketing campaigns. • Google AdWords, Google Analytics, & Universal Analytics integration • Call recording and transcription Inbound IVR 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”. © 2013 Ifbyphone, Inc. | (xxx) xxx-xxxx | www.ifbyphone.com | twitter.com/Ifbyphone | Ifbyphone.com/blog
  • 23. VBMA for SaaS and Tech Companies: A Primer for Sales, Support, and Marketing Connect and Align Marketing, Sales, and Support You can see how VBMA helps marketing, sales, and Sources: support individually. But by providing a common platform 1. BIA/Kelsey report on Call-Based Ads, May 29, 2012 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 Next Steps recordings to improve campaigns • Sales can see the marketing source of every call before answering to improve conversation quality and access support call recordings to better manage accounts Call Ifbyphone today at (XXX) XXX-XXXX to learn how Ifbyphone can help you grow your business. You can also request a demo of Ifbyphone’s VBMA solution at www.ifbyphone.com. • 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. © 2013 Ifbyphone, Inc. | (xxx) xxx-xxxx | www.ifbyphone.com | twitter.com/Ifbyphone | Ifbyphone.com/blog 23
  • 24. About Ifbyphone Ifbyphone, the leader in voice-based marketing automation (VBMA), connects, measures and optimizes sales and service calls for businesses and organizations. Ifbyphone’s 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 www.ifbyphone.com voice response), call routing, virtual call center and voice Twitter: http://twitter.com/ifbyphone broadcasting. Organizations of all sizes in all industries use Facebook: http://facebook.com/ifbyphone Ifbyphone, including marketing agencies, lead generation, (XXX) XXX-XXXX e-commerce, direct response, financial services and 300 West Adams Street, 9th Floor insurance, health care, retail and logistics, and SaaS and Chicago, IL 60606 technology. For more information, visit www.ifbyphone.com © 2013 Ifbyphone, Inc. All rights reserved.