We sat down with Marina Barsoum from HubSpot and Susie Ybarra from Neon Goldfish to discuss the lessons learned from the thousands of customers who are using the CallRail + HubSpot integration. Here’s what we found.
Lesson #1: Capture all customer interactions in HubSpot to understand your leads' journey.
A common problem marketers and agencies face today is an incomplete view of customer touchpoints and relationship history. Capturing customer interactions in HubSpot helps you understand your lead’s journey.
Manual entry of calls and text interactions into HubSpot can be a time-consuming and inefficient process, but with the CallRail + HubSpot integration, you can surface lead activity into the HubSpot contact records.
How do HubSpot customers use the CallRail + HubSpot integration well today?
Marina: HubSpot customers do this well with -
- Centralized CRM with clean data
- Data integration
- Customized data capture
- Automation and workflows
- Reporting and analytics
With the CallRail integration specifically, if you're a HubSpot customer using automation, you can create workflows based on call interactions and track activity in a centralized view - meaning reps can easily access call and text activity and understand their customers' and prospects' journeys without manually entering data from CallRail.
Best practices
- Turn off the calls.com company creation
- Make sure that you're using session-level website tracking
Lesson #2: Track the sources of your best phone leads and actually tie them back to revenue in HubSpot.
Inaccurate attribution of campaigns can lead to flawed reporting, and inconsistent marketing strategies lead to wasted spend. We've all seen campaigns that didn't get credit for driving calls, and so many companies actually move budget, or they waste precious marketing dollars, so it’s a common problem for marketers.
Tracking the sources of your best leads and tying them back to revenue in HubSpot enables you to know which channels, campaigns, and PPC keywords are generating the most valuable customers so you can focus your efforts on them. This data enables you to be a lot more efficient. Additionally, the reporting between the two platforms is integrated so you can see that information directly within your HubSpot.
How does Neon Goldfish use the CallRail + HubSpot integration well today?
Susie: Neon Goldfish helps business owners fix the broken things in their marketing, from broken websites to PPC campaigns. One law firm they work with was missing how they were getting their leads. They were already using CallRail, so they integrated it with HubSpot.
Neon Goldfish does this well with:
- Referrals via chat and Google ads
- Eliminating spam
- Unrelated keywords
Best practices
- Establish ROI by the type, channel, and by lead source
- Continually optimize your landing pages, campaigns, etc., for the best conversion type
Lesson #3: Trigger automated workflows in HubSpot and deliver better customer experiences.
A lack of visibility or context into the phone calls that are coming in means a lack of opportunities to be informed about what is important to your customers and leads. This can create blind spots in what your reps are saying and the overall customer experience.
This is a common problem for marketers, and the solution is to trigger automated workflows based on call and text activity on the marketing source. You can capture call recordings at each contact recording and easily evaluate sales messaging and coaching opportunities. This can help your teams be better and hopefully improve conversion rates.
How do you set up automated workflows?
Susie: Tips from Neon Goldfish -
- Add the @call.com to trigger the workflow
- Send an internal or external email with a link to the call and HubSpot record
- For customers that use HubSpot record but are not "in" HubSpot daily, having the download link helps.
Marina: Tips from HubSpot -
- Create workflow type based on objectives (lead nurturing, contact-based, email, etc)
- Select starting condition or trigger to initiate the workflow
- Configure the actions that should be taken when a contact meets the trigger criteria
- Add any additional filters or conditions to segment contacts further within the workflow
- Manage your settings for when actions should execute, configure notifications, etc
Bonus lesson: Save time with call summaries.
Listening to call recordings can be time-consuming, and your reps often don't have the time. To help save you time and deliver better customer service, we developed call summaries. Call summaries within Premium Conversation Intelligence™ provide you with a brief synopsis of your calls so that you can review calls at a glance.
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