B2B Marketing – Call Tracking as the Key to Success

• The B2B Marketing Landscape
• Why Optimizing Marketing Campaigns in B2B is Challenging
• The Importance of Inbound Calls in B2B Marketing
• The Benefits of Call Tracking
• Introducing Call Tracking to Your B2B Marketing Strategy
• matelso’s Call Tracking Solutions
• Transforming B2B Marketing with Call Tracking
• Conclusion

The world of B2B marketing presents unique challenges, characterized by long sales cycles, multiple stakeholders, and an emphasis on relationships. Amidst these complexities, one significant hurdle stands out: tracing the source of new business, which often originates from untracked inbound calls. However, there’s a powerful solution at hand – Call Tracking, a tool that can reveal vital insights and allow companies to refine their marketing strategies for enhanced precision and success.

The landscape of B2B marketing has its unique intricacies that differentiate it from B2C. Here are some key aspects to consider:

• Complexity of the B2B: Unlike B2C, B2B customer journeys typically involve multiple decision-makers and longer sales cycles.
• Need for Precise Attribution: With multiple touchpoints, attributing marketing success accurately in B2B is crucial.
• Significance of Inbound Calls: B2B businesses often rely on leads via inbound calls, making them an essential part of the marketing and sales strategy.
• Challenges in Tracking Offline Interactions: Unlike e-commerce, it can be challenging to track offline interactions such as calls and meetings in B2B.
• The Dream of E-commerce-like Optimization: The ultimate goal for B2B marketers is to achieve a level of optimization akin to e-commerce companies, where every marketing effort can be directly linked to a sale.

Optimizing marketing campaigns in B2B poses its unique set of challenges, distinctively different from those faced by e-commerce businesses. Unlike the straight-forward path in e-commerce – from an ad click to a product purchase – the B2B buying process is often complex and multi-tiered, making the marketing optimization more demanding.

Some of the typical obstacles B2B marketers encounter include:

• Lengthy Sales Cycle: B2B transactions typically involve higher stakes, leading to a more prolonged decision-making process.
• Multiple Decision Makers: B2B purchases often involve numerous stakeholders, each with different needs and perspectives, complicating the tracking of the decision-making process.
• Difficult Attribution: Determining the precise impact of a specific marketing activity can be arduous due to the involvement of numerous touchpoints and offline interactions in the sales cycle.
• Non-digital Lead Generation: Unlike e-commerce, B2B companies heavily rely on lead generation like inbound calls, which can be difficult to track and attribute without proper tools because they are triggered outside the digital world.
• Data Integration: Gathering and integrating data from multiple sources, both online and offline, is another significant challenge in achieving a comprehensive view of the customer journey.

In the landscape of B2B marketing, inbound calls serve as a critical pathway for lead generation. This is because the complex nature of B2B transactions often necessitates direct conversations for clarifying doubts, understanding bespoke requirements, and negotiating terms. As such, a single inbound call can open the door to significant business opportunities, forming the crux of many successful B2B relationships.

However, these potentially lucrative inbound calls can also be a source of lost opportunities if not tracked effectively. Untracked calls are like puzzle pieces missing from your marketing analytics jigsaw. Without them, you get an incomplete and possibly misleading picture of your marketing performance.

An untracked call can lead to misattribution of marketing success, underestimation of marketing channels’ effectiveness, and miscalculations in budget allocation. All of these consequences may lead to ill-informed decisions, under-performing campaigns, and ultimately, lost opportunities for growth. Hence, call tracking emerges as an indispensable tool in the arsenal of B2B marketing, providing the clarity needed to optimize campaign performance and capitalize on every opportunity.

Call Tracking can revolutionize your approach to B2B marketing by unlocking insights that were previously inaccessible. Here are the core benefits of this powerful tool:

• Attribution Clarity: Call Tracking accurately attributes inbound calls to the specific marketing campaigns that drove them. This makes it easier to determine the success of different strategies and channels.
• Campaign Optimization: With a clearer understanding of which campaigns are driving calls, you can optimize your marketing efforts to focus on the most effective strategies.
  Improved ROI: By attributing sales to specific marketing campaigns, call tracking allows you to maximize your return on investment (ROI). You can allocate resources more effectively and eliminate underperforming campaigns.
• Enhanced Customer Understanding: Call tracking not only tells you which campaign led to a call but can also provide insights into caller behavior and preferences. This can help refine your customer personas and improve targeting.
• Personalization: Understanding which campaigns are driving calls allows for more personalized follow-up communication, fostering stronger connections with potential clients.
• More Comprehensive Data: If integrated into the CRM marketing data generated over Call Tracking offers a more complete view of your marketing efforts by filling in the gaps left by digital analytics. In this way it also significantly optimizes lead nurturing processes. This more comprehensive data set supports better decision making.

By leveraging these benefits, businesses can turn every call into a stepping stone towards campaign optimization and marketing success.

Implementing Call Tracking into your B2B marketing strategy begins with identifying your needs and selecting the right solution. Choose one that accurately attributes inbound calls to specific marketing channels, campaigns, and even specific keywords. It’s important to assign unique phone numbers to various marketing efforts, providing a seamless path to track and collect valuable data about your leads.

Once your Call Tracking is established, integration with your existing marketing and sales platforms is key. This approach amalgamates your data, giving you a fuller picture of your marketing performance. Regular review and analysis of this data can help identify patterns and trends that can be used to optimize your campaigns, increase marketing ROI, and ultimately drive B2B marketing success.

At matelso, we understand the unique requirements of B2B businesses and offer advanced Call Tracking solutions tailored to meet these needs. Our technology equips you with the necessary tools to not only track your inbound calls but also analyze them for valuable marketing insights, ultimately empowering you to optimize your marketing campaigns and marketing ROI, and drive more business.

With the help of our cutting-edge Call Tracking technology, you can dive into in-depth analytics, gain a comprehensive understanding of your customer journey, and track your ROI with precision. Our MarTech solution provides critical insights such as the source of the call, the caller’s journey on your website before, during, and after the call, as well as keyword-level tracking. Furthermore, our technology supports a range of Call Tracking use cases, making it adaptable to different marketing strategies and business models. With our Call Tracking technology, B2B businesses can unlock new opportunities and ensure no lead is left untracked.

Call Tracking has transformed B2B marketing strategies and proven its worth time and again. Here are a few success stories that highlight the significant impact of our Call Tracking solution in B2B marketing:

• Vodafone’s Digital-to-Assisted Transformation: Vodafone leveraged our Call Tracking technology to bridge the gap between their online and offline marketing efforts. This enabled them to track their customer’s journey across all touchpoints, improving their understanding of customer behavior and enhancing their marketing efficiency.

• matelso’s Partnership with Küche&Co: Küche&Co, a leading kitchen retailer, used Matelso’s call tracking solution to measure the effectiveness of their marketing campaigns and attribute offline phone calls to their online marketing efforts. This resulted in a more comprehensive understanding of their customer journey and significantly improved their marketing ROI.

• The Impact of Call Tracking on Decentralized Sales Structures: For businesses operating in a decentralized sales structure, call tracking has proven to be an invaluable tool. It has allowed companies to attribute calls to specific marketing activities accurately, providing invaluable data for optimizing marketing strategies.

These cases highlight the transformative power of call tracking in optimizing B2B marketing strategies, improving the customer journey, and boosting ROI.

The world of B2B marketing is complex, yet ripe with opportunities for those equipped with the right tools and strategies:

• Call Tracking is not merely a choice but a necessity, bridging the elusive gap between online and offline customer interactions.
• The pivotal role of inbound calls in generating valuable leads is undeniable, yet untracked calls can lead to substantial lost opportunities.
• Implementing Call Tracking into your B2B marketing strategy and consistently pushing the won data into Google Analytics 4 (GA4) can yield profound insights into your customer journey and effectively attribute your marketing efforts – and optimize your marketing ROI.
• The transformative power of Call Tracking in B2B marketing is evident in success stories from Vodafone and Küche&Co, among others.