Boosting Digital Campaign Visibility by 300%: A Case Study on CTM Implementation

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An industrial products company was struggling with their digital marketing strategy. Despite spending around $300,000 USD on Google AdWords over several years, they were unable to confidently attribute any new business to this expenditure. The company was under financial pressure due to the lack of return on investment from their digital marketing efforts. They had Google Analytics and AdWords conversion tracking enabled, but were only tracking form conversions and had no system in place for tracking phone calls. In their industry, phone calls were the primary method of communication for customers and prospects. Without call tracking, they had no way of knowing who was calling or which marketing tactics and channels were effective. The company's Managing Director was deeply distrustful of digital marketing due to the lack of transparency and tangible results.

The customer is an industrial products company that had been investing heavily in digital marketing, specifically Google AdWords, for several years. Despite this investment, they were unable to confidently attribute any new business to their digital marketing efforts. The company was under financial pressure and was struggling with the lack of return on investment from their digital marketing strategy. They had been tracking form conversions but had no system in place for tracking phone calls, which were the primary method of communication for their customers and prospects. The company's Managing Director was deeply distrustful of digital marketing due to the lack of transparency and tangible results.

The company implemented CallTrackingMetrics (CTM) across their digital estate. This allowed them to differentiate between calls generated by paid search, organic search, direct traffic, or social media, significantly increasing their campaign visibility. With CTM, they achieved 100% segmented accuracy for inbound calls from these channels, a 300% increase in visibility. The implementation of CTM also allowed the company to assign leads to sources without making assumptions, reducing workload and improving efficiency. The metadata from calls flowed directly into Salesforce, updating existing records or adding new ones. The company could now easily calculate the cost per lead in any given channel, enabling them to measure ROI for the first time in over a decade. CTM also provided performance reporting, saving time and keeping focus on ROI-based performance. Additionally, CTM's call recording feature improved their sales process by allowing staff to listen to their calls and make necessary improvements.

• The implementation of CTM transformed the company's digital marketing strategy and operations. It not only increased visibility into their campaigns but also reduced workload by automatically assigning leads to sources and updating Salesforce records. The company was able to measure ROI for the first time in over a decade, enabling them to make informed decisions and adjust spend as needed. The call recording feature of CTM improved their sales process by allowing staff to review their calls and make necessary improvements. This became a valuable training tool, eliminating the need for frequent formal staff training sessions. With increased visibility and evidence of what was working, the company began to trust in digital marketing again, optimizing for greater business growth and building a competitive edge with better technology and processes.

• 300% increase in campaign visibility with the implementation of CTM.
• 100% segmented accuracy for inbound calls from different channels.
• Significant increase in lead generation, matching the total leads collected over the previous year within a month.