Lead Generation
One of the great aspects of digital marketing is that it not only provides a variety of methods for engaging existing and potential customers, but it also provides the ability to measure those engagements. We are able to connect with people via SMS text, web chat, email and social media, while gathering tons of data about those interactions. There are myriad tools available to collect and analyze all of the bits and bytes and package everything up nicely to send over to your sales team, who most likely follow up with a phone call. After all, 92 percent of customer engagements still occur via the phone, as reported by Salesforce.
For many companies, this is where the consistent data collection ends, but it doesn’t have to. Kerauno’s powerful workflow forms can enable the quick and easy capture of data points by your sales team during a call, and then generate detailed reports to help you better understand the buyer’s journey. For those companies who utilize a CRM, Kerauno can be integrated, and the form fields mapped, to enable a single information source. And when your sales rep hangs up the phones and selects “submit,” Kerauno could trigger an outbound thank-you email or SMS text message, or even an automated follow-up call a few days later.
92% of customer engagements still occur via the phone.Salesforce
I began this piece by talking about how great digital marketing is at automating the data collection process. That has always been one of the issues with direct mail, or even television or radio advertising, whose goal is to get someone on the phone. By using Kerauno’s workflow forms, a designated phone number and call tagging, you can collect a plethora of prospect data. You can learn their location, which advertisement they are responding to, which specific products they are interested in, and if that person is a repeat customer, everything else you already have in your CRM. All of this data, along with a custom workflow form, is provided to the agent before he or she even says hello. In addition, all of the data collected can be searched and reported upon in real time using Kerauno’s powerful reporting tool.
I watched a golf professional once explain why so many amateur golfers score so poorly. He started with a bucket filled with 72 golf balls representing a round of even par. He pulled 14 balls out and set them aside. “These are your drivers.” He pulled another four balls out and set them aside. “These are your second shots on par-5 holes.” Then he pointed to the bucket and said, “The remaining 53 balls represent approach shots and putts.” These are the shots where a player can really score. So why do so many amateur golfers pull out their drivers on the practice range and hit an entire bucket of balls with it and then spend three minutes on the putting green?”
I tell that story because as I think about the customer journey and that Salesforce statistic mentioned earlier, I wonder why so many marketing professionals spend so much time collecting web, social and email data. It’s because it’s much easier and much more fun. But now, with Kerauno’s workflow forms, you can have fun scoring where it really counts.
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About Kerauno LLC
Kerauno is a global Communications Workflow as a Service (CWaaS) platform that powerfully connects people, process, software and systems. Through the infusion of key modes of communication including voice, SMS text, chat, email and social media, Kerauno can amplify existing business software to provide strategic insights and actionable analytics across all forms of communication which affect every industry and vertical. Headquartered in Indianapolis, Kerauno has created a global customer base that relies on its mobile-centric communications workflow platform to optimize business processes, enhance customer and employee engagements, and drive revenue to the bottom line.