A Few Brand New Additions To Freespee’s App Gallery!

Hello again! Just wondering if you have had the time to test the new apps Sizmek, Kenshoo and Millennial Media that I wrote about last month. Our development team has been working hard again and that means more interesting and new apps have been added to our existing list. Presenting the Freespee apps for Adform and Webtrends!

Adform – Enhance Adform’s multi-screen display advertising ability with phone call data provided by the Freespee app. Freespee eliminates the blind spot, that is created when online visitors arising from Adform ads decide to call. By activating the app, Freespee captures phone call data for visitors coming from Adform and sends it back, attached to the campaign ID – just like form submissions or clicks. Adform is able optimise its campaigns better because of precise and complete data for customer interactions that includes web to voice events as well.

Webtrends – Enhance your customer’s online experience further by including data for phone calls using the Freespee app for Webtrends. How? Simply by activating the Freespee app for Webtrends. Freespee sends phone call metrics back to Webtrends to complete the data for all customer interactions, just like clicks and form submissions, for better segmentation and targeted online marketing. Base your decisions on complete conversion data and achieve higher levels of personalised targeting by understanding the offline behaviour of your online visitors.

Please visit our support page to get more details on how to activate the apps for Adform and Webtrends. Also look at our existing list of Freespee Apps that will help your tools make better data driven decision. If you would like to see an app that you are using on the Freespee list of apps, then email us on support@freespee.com and we would be more than glad to help you.

How to implement a seamless Lead Nurturing strategy

You’ve probably put a lot of effort into building that leads database. However, research suggests that, even when it comes to qualified leads, more than 50% of leads aren’t ready to buy on the day they first convert on your site. That’s why lead nurturing is one of the most important processes that will help you make the most of your available leads and create a sales funnel with the least amount of leaks.
Here are a few tips from Freespee to enhance your ‘Lead Nurturing’ process
Know what stage your lead is at
It is important to set guidelines about where to place your lead in the marketing funnel. There is no hard and fast rule for lead classification, but take your sales team into confidence when you discuss this part of the strategy. Create clear definitions that suit your business so that you know how your sales funnel looks. You can then alter your marketing campaigns to target that part of the sales funnel that needs more attention.
Assign a probability for your lead
Assigning a probability of conversion for every lead that is passed on to Sales is always a good idea. This means, you are telling Sales that out of the leads that have been assigned, those with high probability of conversion might be a good place to start. Assigning a small number can save a lot of time for both the Sales team and for the prospect.
Align all the teams and stakeholders
Lock your Sales, Marketing, Customer Service and Product Development teams in a room and don’t let them out until they come up with a process that commits them to well-defined roles and responsibilities. Involving everyone to decide on an action plan for each stage of the sales funnel gives a lot of clarity to the whole process and ensures that the customer is not ignored at any given point in time.
Update lead status regularly
Whether you generate 10 leads or 10,000 leads every month, regular reports are all always important. When responsibilities are shared, activities at every stage are not visible to everyone and this can leave a lot of place for doubts and discord in the process. Ensuring reports are generated and circulated to all stakeholders to understand the movement of the leads through the funnel will surely make the process a lot smoother.
Use marketing automation wisely
Today’s CRM and campaign management solutions are sophisticated and flexible, but it is still important to remember that the process that best suits your needs and those of your customers must take precedence. In other words, let the process decide on the marketing automation. At the same time, automated lead nurturing should be considered a must-have. You’re qualified leads will buy eventually from someone and you have to make sure that you are still on their minds when they are ready to choose.
Lead source capturing
Understanding the contact and campaign history associated with every lead is vital. CRM and marketing systems should seamlessly combine data to deliver a comprehensive activity history for everyone you interact with. It will inform future sales conversions and provide valuable details for defining future campaigns. Ensure that your systems make it easy for Sales to pick up hot and qualified leads from marketing and that Sales understands the most significant trigger events which qualified the lead. Also make a connection between the online and offline activities of every lead. This will give complete clarity about your lead source to you as a marketer and to your Sales team.
By taking steps to coordinate people, processes and tools to manage leads, marketing leaders can accurately measure and maximise marketing investments.

COO Speaks – Why should a phone call matter to Digital Marketers?

My mood as a shopper changes every week. On some days, I am well researched and I know what I want. On some other days I need help selecting or maybe knowing what I want. What I mean to say is that it all boils down the need of the hour.
You can aim to become another Amazon – 100% online checkouts and no-phone calls from your online visitors. I’d like to call it the ‘The Amazon Dream’. What you must also consider is that

  • Amazon sells mainstream products, the information for which is easily available online.
  • Amazon commands very high Brand equity and is synonymous to reliability.

But, if you need an insurance package, a house, a holiday package, a new broadband service or a test drive, you will most probably search online, find an offer, browse through that offer, and in 65%* cases you will call the service provider!

What happens to the customer who calls?

As a caller you have disappeared from online marketers’ radar, appeared on the sales agents’ interface and you leave that website and/or you will close the browser after the call. From a web analytics perspective, you are a drop off while, in reality, it is actually the digital marketer who ‘enticed you! But again, from the tools’ perspective, you have no value and you’re a targeting mistake. Now that is a real paradox.

Missing on 65% information?

Your marketing teams and their media agencies are using super-sophisticated technology, totally data driven, in order to optimize online campaigns in real time – Advertising, targeting, re-targeting and all of that! The decisions made by the Ad-Tech stack running these campaigns are based on one key data point: Has this visitor bought or not? Imagine that in 65% cases, the answer to that question is wrong. That is a whole lot data-driven decisions going wrong. This black hole in data is ruining all the efforts in understanding how programmatic media buying, marketing automation and user journey analysis really work. Is this 65% data really worth ignoring?

Plugging the ‘Gap’

You can optimize your online user journey, A/B test to reduce abandoned cart as much as you want and hide the phone number in the deepest graveyard section of your website, but this won’t fix your problems entirely. However you can leverage on the calls and by increasing your visibility and making your marketing tools more intelligent.
Yes, I can hear these questions from you already, “What am I going to do with all this information, how many people in my organisation do I need to involve?” It is obviously not your job to collect, process and use this data, instead get your tools to do that. They’ve been built to welcome this data, to analyse it and to adjust decisions based on them. Your most engaged customers are surely not worth ignoring!
 
(*)source Panel of Freespee users across Automotive, Telco, Real estate, Travel)

New Freespee Feature Update – Search for User Events

Have you ever had to look for phone call events for a particular destination number but got lost in the long list of user events instead? Have you found yourself rummaging through a long list of user events to locate the online history for a particular caller? Well, things have just become easier – Presenting the ‘Search Inbox’ feature on the Freespee Platform.

How does this feature help?

This feature has been developed by popular demand. By using this feature, all you need to do is enter the destination number or the Caller Id number in the search bar and click on search. If you are searching with a destination number, the search will return a list of all the calls that have been routed to that number along with the user journey and browsing history connected to each call. You can also search for a particular caller using the Caller Id number and this search will return a list of calls originating from that number. Looking up your Freespee user events just got easy!

Where to find this?

Log in to the Freespee platform with your credentials and navigate to the account level. Once inside an account, click on the ‘User Events’ tab and you will find the search bar on the right side, just above the list of user events.
Our development team is always looking for ways to make things easier for you. If you would like to know more about this feature or have a great suggestion for a new feature, please feel free to contact us on support@freespee.com. You could also visit our website www.freespee.com for more information on our services and available apps.

Freespee – Making voice more meaningful!

Online to Offline Customer Experience – Connecting The Dots

Integrating technology with customer experience can make the experience consistent throughout the customer’s journey; right from research to purchase. A study conducted by Oracle, ‘The CMO Solution Guide to Leveraging New Technology and Marketing Platforms’, provides some stark revelations about customer expectations that very few marketers realise today. To quote a few, the study mentions that

  • 72% of consumers want marketing collateral including in-store to be consistently presented across channels as a means to reinforce their perception of a given brand.
  • 85% of consumers expect a consistent shopping experience across all channels including in-store.
  • 89% of consumers said it was important for retailers to let them shop for products in the way that is convenient for them, no matter which sales channel they choose.

To ensure that you provide consistently good customer experience across all your channels, you should be able to map each customer journey back to each touch point within the overall customer experience as top priority. Knowing your customer better will give you better opportunities to provide personalised experience. We as Marketers have realised the importance of optimising the ‘online’ experience for our customers. We have highly intelligent marketing tools that automate things for us. The key here is to utilise the intelligence provided by these tools to connect a customer’s online experience with his offline one. This is important because at some point in every customers path to purchase there is at least one offline transaction in the form of a call or store visit or maybe even asking a friend for advice. Sebastian James, Head of Retail at Dixons, who is also a participant of the study mentioned earlier, says “Making sense of big data, including social media activity, online history, ecommerce interactions and traditional customer data, is a challenge. It is also an opportunity for companies to emphasise how they are different.”
To implement an effective, future-oriented customer experience programme in today’s world, companies must design a programme that helps them understand how their customers experience a brand at every touch point. They must engage with people in an easy and non-intrusive way, and analyse and synthesise the data this provides with other data points and feedback to detect trends and risks. Importantly, they must also research and invest in tools that help connect the online and offline experiences in the form of data that is available in real-time. Consistency is the buzzword here and the future of customer experience will be rooted in the fusion of the ‘online’ and ‘offline’ elements.

Top 3 things you should consider next time you hear a phone ringing

You have your online marketing in place, your website looks great and you have great forms that are easy to fill! You even have a brand new e-Commerce software powering your self-serve business. But despite all this, your customers still want to talk to you and you need to employ dedicated people who like talking to customers. Considering that we live in an ‘online’ world where customers deal with automated softwares instead of real people, this could be a matter for serious consideration.
Interestingly enough, spoken language is the most powerful way of building a personal user experience and customer loyalty. Apple Inc. realised this and is designing physical stores where super friendly staff helps you through your decision process. You are not allowed to do anything yourself! It’s a brilliant user experience; you will always walk out with a happy smile and return to buy more of those awesome Apple products. Talking to customers is not a cost; I would call it an investment instead. Here are some reasons why some of the brightest shining stars among consumer brands are starting to pay more and more attention to online consumers who want to talk to them.

Data tells us that it’s time to rethink!

You think an online form submission gives you the most qualified leads? Think again, instead of keeping your sales team busy calling web-based leads, out of which most never answer, you should rather think about how you can make it easier for visitors to talk to you. You have to be available to your customer whenever, wherever. According to Salesforce, the conversion rate of calls is between 30 to 50 per cent, while web leads convert at 2 per cent. Our own customers agree that the probability of closing a sale on a phone call is 10 times higher than selling to a web-based lead.

Don’t give your customers a 20-year old user experience

When your customers call you all they get is a technology stack that is 20 years old. Your marketing team is on a completely different platform, using fantastic tools to create an out-of-the-world user experience for your customers. The result is an apparent disconnect between what the customer expects and what he gets. With so many customers contacting you, you surely want to re-think your leads management strategy and may be pay special attention to the leads that you get through phone calls.

Tomorrow promises more phone calls from customers!

Google demystifies the mobile surfer. It says that 75% mobile searches trigger follow-up actions that could be any one of the following – further research, store visit, phone call or a purchase. 55% of the conversion happens over the first one hour! Which means when the conversion is a phone call, it surely has a very high probability of conversion! When people use mobile search to help make a decision, they are 39% more likely to call you. With people spending more and more time on their smart phones, phone calls are going to be the preferred mode of communication for your customers very soon!
All this reinforces that voice is the next consumer interface you have to address when you plan your next generation online business strategy. It is definitely worth investing in a lead nurturing strategy for offline interactions resulting from your online initiatives!
 

Data Source

https://ssl.gstatic.com/think/docs/creating-moments-that-matter_research-studies.pdf
https://www.salesforce.com/blog/2014/08/why-phone-calls-are-blind-spot-b2b-marketers-gp.html
http://adwords.blogspot.co.uk/2013/11/say-hello-to-calls-as-conversions-in.html