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CallTrackingMetrics Case Study: Coalmarch
Technology Category
- Application Infrastructure & Middleware - API Integration & Management
- Functional Applications - Remote Monitoring & Control Systems
Applicable Industries
- Consumer Goods
- Professional Service
Applicable Functions
- Business Operation
- Sales & Marketing
Use Cases
- Remote Collaboration
- Remote Control
Services
- Cloud Planning, Design & Implementation Services
- System Integration
The Challenge
Coalmarch, a digital marketing agency specializing in the home service industry, was seeking a phone solution for their clients that could accurately track the value of phone calls generated from their marketing efforts. They wanted to quantify ad spend and determine which channels were driving revenue. One of their clients, Triangle Pest Control, was one of the first to use CallTrackingMetrics as their phone system in addition to the tracking features. This allowed Coalmarch to track multiple key data points, such as how many calls were coming from a client’s website, as well as other metrics around the length and quality of the conversations generated. However, the challenge was to define what counts as a lead and to track the ROI for every marketing dollar their clients spend.
About The Customer
Coalmarch is a full-service digital marketing agency that specializes in the home service industry, including pest control, lawn care, and HVAC. They have been helping home service industry leaders get more of the right leads, close more sales, and grow their businesses for over 10 years. They are based in North Carolina and have been a client of CallTrackingMetrics since 2012. Coalmarch is the leading provider of digital marketing and sales efficiency solutions for the pest and lawn industries. They have a small team of sales representatives and do not operate large call centers.
The Solution
CallTrackingMetrics provided a solution that allowed Coalmarch to track multiple key data points, such as how many calls were coming from a client’s website, as well as other metrics around the length and quality of the conversations generated. The Real Time Agent Dashboard feature was particularly helpful, especially in the current remote work environment, as it provided insight into what agents were working on. Coalmarch also leveraged CTM’s open API to integrate with common customer management systems used by their customers, including PestPac and PestRoutes. This allowed them to connect source data for all of their calls and track which of those calls turn into leads for their business, and which of those calls turn into sales, and what the annual dollar amount for that sale is.
Operational Impact
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