{"id":2372,"date":"2022-05-11T20:26:48","date_gmt":"2022-05-11T20:26:48","guid":{"rendered":"https:\/\/solutionsreview.com\/marketing-automation\/?p=2372"},"modified":"2023-08-18T20:51:11","modified_gmt":"2023-08-18T20:51:11","slug":"how-to-leverage-technology-to-track-the-customer-journey-from-call-to-close","status":"publish","type":"post","link":"https:\/\/solutionsreview.com\/marketing-automation\/how-to-leverage-technology-to-track-the-customer-journey-from-call-to-close\/","title":{"rendered":"How to Leverage Technology to Track the Customer Journey From Call to Close"},"content":{"rendered":"<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-2373\" src=\"https:\/\/solutionsreview.com\/marketing-automation\/files\/2022\/05\/How-to-Leverage-Technology-to-Track-the-Customer-Journey-From-Call-to-Close-1.jpg\" alt=\"How to Leverage Technology to Track the Customer Journey From Call to Close (1)\" width=\"800\" height=\"400\" srcset=\"https:\/\/solutionsreview.com\/marketing-automation\/files\/2022\/05\/How-to-Leverage-Technology-to-Track-the-Customer-Journey-From-Call-to-Close-1.jpg 800w, https:\/\/solutionsreview.com\/marketing-automation\/files\/2022\/05\/How-to-Leverage-Technology-to-Track-the-Customer-Journey-From-Call-to-Close-1-300x150.jpg 300w, https:\/\/solutionsreview.com\/marketing-automation\/files\/2022\/05\/How-to-Leverage-Technology-to-Track-the-Customer-Journey-From-Call-to-Close-1-768x384.jpg 768w, https:\/\/solutionsreview.com\/marketing-automation\/files\/2022\/05\/How-to-Leverage-Technology-to-Track-the-Customer-Journey-From-Call-to-Close-1-540x270.jpg 540w, https:\/\/solutionsreview.com\/marketing-automation\/files\/2022\/05\/How-to-Leverage-Technology-to-Track-the-Customer-Journey-From-Call-to-Close-1-162x81.jpg 162w, https:\/\/solutionsreview.com\/marketing-automation\/files\/2022\/05\/How-to-Leverage-Technology-to-Track-the-Customer-Journey-From-Call-to-Close-1-360x180.jpg 360w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/><\/p>\n<p style=\"text-align: justify;\"><strong><em><span class=\"TextRun SCXW275158 BCX0\" lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"none\"><span class=\"NormalTextRun SCXW275158 BCX0\">As part of Solutions Review\u2019s\u00a0<a href=\"https:\/\/solutionsreview.com\/solutions-review-contributor-guidelines\/\" target=\"_blank\" rel=\"noopener\">Contributed Content Series<\/a>\u2014a collection of articles written by industry thought leaders in maturing software categories\u2014<\/span><\/span>Ryann Hogan, the Demand Generation Marketing Manager at <a href=\"https:\/\/www.callrail.com\/\" target=\"_blank\" rel=\"noopener nofollow\" class=\"external\">CallRail<\/a>, offers some insights on how to track the customer journey with marketing technology solutions.<\/em><\/strong><\/p>\n<p style=\"text-align: justify;\"><span data-contrast=\"auto\">Understanding what marketing efforts work and which ones don&#8217;t work shouldn\u2019t be difficult. Unfortunately, many businesses find it challenging to determine whether their marketing investments generate the highest return on investment (ROI) efforts. Why? Because many companies are not technologically equipped to collect critical data from their leads to understanding what actions result in leads. But that doesn\u2019t need to be the case!<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:240}\">\u00a0<\/span><\/p>\n<p style=\"text-align: justify;\"><span data-contrast=\"auto\">This brings us to an imperative truth: today\u2019s businesses <\/span><i><span data-contrast=\"auto\">need <\/span><\/i><span data-contrast=\"auto\">to collect data throughout the customer journey at every touchpoint. Using data is the best way to succeed in an ever-growing and ever-competitive landscape. <\/span><span data-contrast=\"auto\">\u201cHow did you hear about us?\u201d surveys are not enough. Some businesses cannot fully understand their customer journey because they don\u2019t collect data at each touchpoint, which leaves their overall customer map full of data gaps. This can lead marketers to jump to incorrect conclusions or make operational decisions based on unfounded assumptions, which only reinforces collecting data at each touchpoint.<\/span><\/p>\n<p style=\"text-align: justify;\"><span data-contrast=\"auto\">That&#8217;s where attribution reporting can help. With this solution, businesses can track leads from their first phone call or interaction to sales. <\/span><span data-contrast=\"auto\">What is attribution reporting, you ask? It\u2019s the process by which data is automatically collected at each touchpoint, whether a prospect is emailing, texting, opening a link, filling out a website form, or calling. Attribution gives business owners a holistic view of each channel or strategy&#8217;s role in prospect engagement.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:240}\">\u00a0<\/span><\/p>\n<p style=\"text-align: justify;\"><i><span data-contrast=\"auto\">Are my leads dropping off if I fail to follow up within 12 hours? Do my direct mail efforts yield meaningful results? <\/span><\/i><span data-contrast=\"auto\">With attribution reporting, business decision-makers can finally answer these questions and determine which channels produce the best leads. <\/span><span data-contrast=\"auto\">Ultimately, attribution reporting captures customers&#8217; long and winding paths from initial awareness to purchase. But even more important than capturing data pulled from digital interactions in a comprehensive manner is the ability to <\/span><i><span data-contrast=\"auto\">understand<\/span><\/i><span data-contrast=\"auto\"> that data.\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:240}\">\u00a0<\/span><\/p>\n<p style=\"text-align: justify;\"><span data-contrast=\"auto\">It\u2019s important to note that online and offline sources pose different problems regarding lead attribution. For example, offline sources stem from billboards, print advertisements, and direct mail, whereas online sources stem from emails, text messages, and paid searches. However, <a href=\"https:\/\/solutionsreview.com\/marketing-automation\/the-best-marketing-analytics-tools-and-platforms\/\" target=\"_blank\" rel=\"noopener\">marketers can garner instant data for their analytics<\/a> with attribution tools like call tracking software. One way to do this is by setting up a unique toll-free number for a billboard campaign to understand where that lead came in. <\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:240}\">\u00a0<\/span><\/p>\n<p style=\"text-align: justify;\"><span data-contrast=\"auto\">When properly implemented and executed, attribution tools enable businesses to understand and shape their customer journey and adjust marketing decisions accordingly. <\/span><span data-contrast=\"auto\">For example, let\u2019s consider how a pest control company owner might use attribution reporting to understand their unique customer journey better. These companies generally have two customers: those periodically having their homes serviced and those urgently and unexpectedly needing exterminating services.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:240}\">\u00a0<\/span><\/p>\n<p style=\"text-align: justify;\"><span data-contrast=\"auto\">In the first scenario, successful marketing to long-term leads may include educational blogs, promotional offers via text, or nurturing emails.\u00a0<\/span><span data-contrast=\"auto\">However, in the second scenario, successful marketing that turns a short-term customer into a long-term customer may include educational materials to help prevent the problem in the future a downloadable guide to dealing with mice) and customer follow-ups (automated follow-up texts to ensure the issue is addressed). <\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:240}\">\u00a0<\/span><\/p>\n<p style=\"text-align: justify;\"><span data-contrast=\"auto\">Armed with that data, the pest control company\u2019s business owner can reassign marketing spending to prioritize securing long-term customers. Or, if deemed more valuable, invest in long-term customers through those educational materials mentioned above. Now let&#8217;s consider the case of a marketing agency providing digital and print services for a legal client. <\/span><\/p>\n<p style=\"text-align: justify;\"><span data-contrast=\"auto\">A complex customer journey is impossible to track without an attribution model and can ultimately lead to poor client ad spending recommendations.\u00a0 By implementing an attribution model, a marketing agency can show their client the weighted sources of their best leads, spot the lowest-performing channels, and make the valuable recommendations clients expect.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:240}\"> Similarly, b<\/span><span data-contrast=\"auto\">y utilizing data-driven attribution reporting technology, businesses aren\u2019t left wondering what\u2019s working and what\u2019s not. Instead, they can pour their funds into the efforts with the highest ROI.<\/span><b><span data-contrast=\"auto\">\u00a0<\/span><\/b><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:240}\">\u00a0<\/span><\/p>\n<p style=\"text-align: justify;\"><span data-contrast=\"auto\">Attribution reporting solutions and similar software are becoming more accessible and affordable than ever. Solutions like <\/span><a href=\"https:\/\/www.callrail.com\/\" target=\"_blank\" rel=\"noopener nofollow\" class=\"external\"><span data-contrast=\"none\">CallRail<\/span><\/a><span data-contrast=\"auto\"> can ensure that today&#8217;s businesses are armed with the correct data. Companies will better understand their customers and become stronger and more empathetic partners. <\/span><\/p>\n<hr \/>\n<p style=\"text-align: justify;\"><span style=\"font-weight: 400;\"><div class=\"widget\"><div class=\"aside-card\">\t\t\t<div class=\"textwidget\"><p><a class=\"speedbump-3\" href=\"https:\/\/solutionsreview.com\/marketing-automation\/marketing-automation-buyers-guide\/\" target=\"_blank\" rel=\"noopener\"><img loading=\"lazy\" decoding=\"async\" class=\"alignleft size-full wp-image-1682\" title=\"Marketing Automation Buyer's Guide\" src=\"https:\/\/solutionsreview.com\/marketing-automation\/files\/2019\/02\/marketing-automation-bg-speedbump.jpg\" width=\"800\" height=\"225\" \/><\/a><\/p>\n<\/div>\n\t\t<\/div><\/div><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>As part of Solutions Review\u2019s\u00a0Contributed Content Series\u2014a collection of articles written by industry thought leaders in maturing software categories\u2014Ryann Hogan, the Demand Generation Marketing Manager at CallRail, offers some insights on how to track the customer journey with marketing technology solutions. Understanding what marketing efforts work and which ones don&#8217;t work shouldn\u2019t be difficult. Unfortunately, [&hellip;]<\/p>\n","protected":false},"author":169,"featured_media":2373,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[5],"tags":[1734,490,2519,483,1735,1733],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>How to Leverage Technology to Track the Customer Journey From Call to Close<\/title>\n<meta name=\"description\" content=\"As part of Solutions Review\u2019s Contributed Content Series, Ryann Hogan of CallRail offers some insights on tracking the customer journey.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/solutionsreview.com\/marketing-automation\/how-to-leverage-technology-to-track-the-customer-journey-from-call-to-close\/\" \/>\n<meta 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