Struggling to keep up with leads from various sources and channels? In this webinar, Jessica Clarke and Anna Charity, Senior Product Marketing Managers at CallRail, will provide tips for ensuring a strong lead follow-up, regardless of the channel. They will also dive into techniques to improve lead tracking and drive more leads, efficiently. You will learn: - How consumer habits are shifting and what to do about them. - Tips for improving customer experience and analytics. - How to uncover your best lead sources. - What you can do to increase your close rates. Consumer behavior is shifting. Your customers want information on their terms. They might call, text, chat, or fill out a form. With so many communication channels, it can be hard to keep up with leads. Not only is it hard to track all these different lead sources and channels, but it can also be challenging to ensure timely follow-up.

1. Top Tips to Improve Your PPC
Lead Quality & Follow-up
Jessica Clarke, Anna Charity, & Nalini Prasad
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2. • Introductions
• Attendee Polls
• Consumer habits & expectations
• Tips for improving customer experience
• Ways to generate more qualified leads and the sources driving them
• Plus, what you can do to increase your close rates
Agenda
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3. Introductions
Jessica Clarke
Senior Product Marketing
Manager, CallRail
Nalini Prasad
Chief Strategy Officer,
BluShark Digital
Anna Charity
Senior Product Marketing
Manager, CallRail
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4. Poll
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Which communication channels are available for
your customer and prospects? (select all that apply)
● Email
● Phone
● Online Forms
● Text
● Chat
● Social
● All of the above

5. Poll
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Are you interested in a tool to help you improve
lead quality?
● Yes
● No

6. Consumer
Habits &
Expectations

7. The way we advertise is
complex.
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8. The way we buy is
fragmented.
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9. Starts her discovery with
an ad on mobile
Purchases “the one”
at the store
Adds a dress to
cart on tablet
Browses dresses
on desktop
Checks out dress
sizes at the store
Goes back to
researching other dresses
PURCHASE
Example Customer Journey
Source: Facebook

10. Channels often work against each
other to get “credit” for a sale.
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11. Salesforce State of the Connected Customer
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Customers want to
communicate on their terms.
“40% of customers won’t do
business with a company if
they can’t use their preferred
channels.”

12. Salesforce State of the Connected Customer
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A customer’s chosen
communication channel
varies based on where
they are and what they
are doing.
They will hop from
channel to channel
throughout the journey.

13. B2C Business 2 Community, sepire.com/3-benefits-of-omnichannel-communication
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90% of consumers
expect the customer
experience to be
uniform across
channels.
They don’t want to
repeat themselves.

14. Salesforce State of the Connected Customer
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Customer expectations
are not being met.

15. Tips to
improve
customer
experience

16. #SEJWebinar
Utilize CallRail’s abundance of data to identify what type of consumer is
engaging with your brand.
● Where, geographically, are the majority of your consumers calling from?
● What source are the majority of your consumers landing on your page from?
● Are you consumers filling out forms, or making direct calls?
Be perceptive – know
your audience

17. #SEJWebinar
Enhance data with
CallRail/Google analytics
integration.
Acquire more detailed info on
your prospects.
● Age, gender, etc. demographics
● What browser (Safari, Chrome, etc.)
● More accurately pinpoint location
● Affinity/interests
● Recurring visitor or first time visitor to site
before call/contact form submission
Be informed.

18. #SEJWebinar
● Use language and images that resonate with your consumers demographics
● Use relevant keywords and clear CTAs
● Provide easy access to contact forms, phone numbers, live chats, etc.
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Be specific.

19. #SEJWebinar
Be
accessible.

20. ● Route your customers to the appropriate department or person
● Prep your team to provide customer satisfaction
● Arm them with visibility
● Focus on relationships and making the journey easy on the consumer
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Be helpful.

21. Ways to
uncover and
generate more
qualified leads

22. Source: Ascend2
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Pinpoint the
marketing driving
your best leads.
“70% of B2B marketers cite improving
the quality of leads as the most
important objective of a lead
generation strategy.”

23. #SEJWebinar
How does a marketer prove which
marketing activities are driving
qualified leads?

24. Online Interactions
Ad Clicks
Page Visits
Organic Search
Form Submissions
Offline Interactions
Calls
Texts
Qualify / Quality Check
=
Higher ROAS, better insights to optimize marketing
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25. #SEJWebinar
Where are the low hanging fruit areas for improvement?
● Leads from prospects outside your geographic target
● If a specific age or gender is not converting well is it a product or intake issue, or should you
be targeting that age and gender less?
Look for low conversion factors.

26. #SEJWebinar
Statistics to pay attention to:
● Call length can help measure if a new tactic or strategy was successful
● Call transcript and keyword spotting help measure the effectiveness of new types of ads
● Higher conversion rates (seen on Google Analytics) of specific demographics after changing
targeting content and keywords can indicate a successful new strategy
Analyze your data
when A/B testing.

27. #SEJWebinar
Listen to recorded calls. Look for key themes or issues in your intake.
● Are people getting disconnected before reaching intake?
● Are there common questions asked by your consumer on a first call?
○ Provide a better user experience with pointed FAQs on your site
● Are there common reasons consumers decline to purchase your services or product?
○ How can your business address these missing pieces that consumers are looking for?
Listen. Reflect. Enhance.
Data helps us provide answers about low quality leads.

28. #SEJWebinar
Surface
sources
driving
the best
call and
form
leads.

29. Call or form lead
Does it meet these criteria?
(source, part of conversation, etc)
If yes, apply value, tag, or
qualify
Recording +
transcription
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30. Strategies to
increase your
close rates

31. #SEJWebinar
You are investing time and money on
marketing to generate a higher
volume of quality leads, but that is
only half the battle.

32. #SEJWebinar
Be available and
responsive.
● Reduce the time it takes to connect. Get in
touch with customers instantaneously
● Missed calls, texts, chats, happen. Speed to
response is critical
● Keep customers engaged even when you
can’t immediately speak to them
● Know when you are missing the most calls
and address gaps

33. Hubspot
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Customers don’t want to
wait for answers. They
expect 24/7 service.

34. #SEJWebinar
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Speed to
response +
follow-up is
critical.
78% of customers buy from the
company that responds to their
inquiry first.
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Lead Connect

35. #SEJWebinar
1. Organize leads according to recency
2. Centralize all incoming leads
3. Assign incoming leads based on availability
4. Consider automated responses to start the process of engagement
5. Let users know how long it typically takes you to respond
5 tips to improve lead
response time.

36. #SEJWebinar
Don’t let leads
slip through the
cracks.
Over 60% of consumers surveyed
identified ensuring that leads don’t slip
through the cracks was a high priority
for improvement in their businesses.
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37. Hubspot
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The systems that employees
have at their disposal are
making it difficult for them to
find the information they
need to quickly assess each
person’s unique journey and
personalize conversations to
the customer’s needs.

38. ● What is your phone number?
● How did you hear about us?
● What type of product or services are you calling about?
● Have you done business with us before?
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Don’t go in blind.

39. Leverage tools to learn more about customers rather than spending
valuable time asking questions.
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40. #SEJWebinar
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● Focus on the channels that bring you the highest quality leads
● Automate lead qualification & classification
● Leverage multiple communication tools to connect with prospects faster
Shorten the sales cycle.

41. Know which sources
and channels bring the
highest quality phone
leads.
Call Tracking Form Tracking
Surface the marketing
that led someone to
submit a form,
alongside calls.
Lead Center
Conversation
Intelligence
Communicate with
and manage leads in
one place.
Understand unique
customer needs and
ensure quality control.
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