Salesforce’s CRM is as ubiquitous in sales and marketing tech stacks as six-year-old bottles of mustard are in refrigerators. It’s the universal source of truth for your customer profiles used to inform marketing, sales, and the call center. Those profiles may be incomplete, however, if you are not incorporating call tracking data. Here's how you can use Salesforce with call tracking to achieve automated closed-loop reporting, build audiences, get more complete customer profiles, and more.
Why You Should Use Call Tracking with Salesforce
If your customers frequently call your business to make purchases or inquire about products and services, you may know that your conversion rate on the phone is higher than what you see on your website. In fact, we have found that customers convert at a 10x-15x higher rate on the phone. Despite this, customer and conversion data from phone calls are frequently not recorded in Salesforce at all or it’s left to call center reps to enter it manually. This leaves you with incomplete and inaccurate customer profiles and your call center reps focusing on data entry instead of the customer on the other end of the line.
By integrating Invoca call tracking and conversational analytics with Salesforce, you can automate these processes, allowing the call center to focus on customers while sales and marketing get more complete and accurate data about customers to optimize campaigns and the customer journey. By tracking calls in Salesforce, you can:
Discover and optimize your most effective campaigns: Invoca’s integration with Salesforce Sales Cloud connects high-converting inbound calls to the marketing campaigns that drive them. This allows you to focus your spend on the campaigns that create the most revenue.
Score and prioritize calls in real time: Invoca creates lead scores in Salesforce based on the content that drove the call. This allows your inside sales team to focus on high-value leads. You can also enhance lead profiles as calls come in using third-party data sources.
Use call recordings for sales training and identifying trends: With Invoca, you can access call recordings right in the customer profile in Salesforce. AI-powered conversational analytics allows you to automatically listen for and track keywords and phrases in every call, so you can uncover new trends and successful sales tactics and give your sales team the tools they need to convert more customers.
Automatically create new leads: Using call tracking with Salesforce, new leads are automatically added to your system, freeing call center agents from data entry and giving them more time to close deals.
Build and segment audiences: Invoca’s integration with Salesforce Marketing Cloud allows you to perfect your personalized marketing. Enhance your customer profiles and improve segmentation within Salesforce Audience Builder with new visibility into call outcomes, demographic data, and conversational analytics data that reveal important spoken keywords on calls.
Improve the customer journey: By integrating call tracking data with Salesforce Journey Builder, you can ensure the customer journey is personalized and consistent no matter how or where customers interact with your company. This means you can deliver journeys that adapt to rapidly changing customer behavior, which is more important than ever.
Track calls from email campaigns: Want to track calls in Salesforce that are driven by your email campaigns? No problem. Invoca’s integration with Salesforce Marketing Cloud is the only solution to deliver full visibility into calls from email.
How Call Tracking Works with Salesforce
Ready to get into the nuts and bolts? Watch this video to see how Invoca call tracking and conversational analytics integrates with Salesforce.
Invoca sends call data to Salesforce Sales Cloud in real-time for automated closed-loop reporting. You can also push opportunity stage information from Salesforce to Invoca for reporting and analysis, or to build out marketing audiences in other martech platforms.
Every Salesforce Sales Cloud instance is unique, so our integration offers flexibility to meet your configuration and use case. In Salesforce, there are four ways to incorporate and act on Invoca call data: with leads, the Invoca call log, opportunities, and dashboards.
Tracking Leads in Salesforce Using Call Tracking Data
Let’s start with a new lead. Invoca captures and sends call data such as lead source, demographic information, and call outcomes to Salesforce, then associates the data to a contact or lead. If there isn’t a matching contact or lead, a new lead can be automatically created.
In the video, you'll see that this lead record has the standard information you would expect to see, but you'll also see something new: the Invoca call log. The call log is a custom object that is made possible with the Invoca-Salesforce integration.
First, you’ll see caller details like the lead name, where they're calling from, and an actual recording of the call. And you'll also see critical information like when the call came in, whether it’s a repeat caller, and what marketing sources drove that call. You'll also see additional demographic data that we can append to the call. This helps build a more robust lead profile without adding more work to your sales reps.
How Call Tracking Data Provides Closed-Loop Attribution in Salesforce
Along with the caller information, you get details about the paid search campaign that drove this call. In the “Invoca insights” section, you can identify particular keywords that were spoken or even categorizations about the caller and call outcome. In the video, you see a high-value caller who was interested in a new mortgage application but did not actually submit an application over the phone.
Finally, you can also see additional customer journey data in Salesforce that are associated with the call. The information was captured and shared by the Invoca website tag. All of this data is captured through the Invoca platform and piped into Salesforce so you can have one centralized source of truth.
Everything we’ve done so far is working towards attributing and driving revenue. So let’s look at how Invoca data can give you better insights into opportunities. Clicking into the opportunity tab in Salesforce, you can see the new lead that was created and the Invoca call log associated with this opportunity. When you change the opportunity to ‘closed won’, the opportunity revenue is now attributed back to the marketing campaign source.
In the top tile of the Invoca dashboards in Salesforce, you can see a geographic representation of where your calls are coming from. Scrolling down, you can see information like top call-driving campaigns and channels.
In this example, we covered how to get closed-loop attribution for your marketing-driven calls, but Invoca’s integration with Salesforce extends beyond attribution alone. By delivering pre-call data to your reps, like product interest or campaign interaction, your team can be empowered to have more personalized conversations and higher-converting customer interactions. Another option is to push opportunity stage changes into Invoca to track deal progression and inform additional marketing campaigns.
Regardless of how you choose to integrate Invoca call analytics into Salesforce, you’ll benefit from improved visibility into all the revenue driven by your marketing campaigns.