Find your Marketing Equilibrium With Tactics Both Classic And Contemporary

According to a recent survey, the amount B2B product marketers in the U.S. spend on digital marketing will increase by about 14% in the coming year, while traditional advertising spending will inch up only about 2%. However, these projections come at a time when many marketers are at a crossroads: one path leading to increased investments in digital-first marketing methods and the other a path toward doubling down on tried-and-true strategies.

However, there is a third path, one that culminates in a hybrid approach to marketing tactics that results in better outcomes than pursuing a single strategy. The third path is the one that will lead you toward a marketing equilibrium that uses the best of both worlds to achieve an effective, balanced marketing approach.

Today, businesses are facing the critical challenge of harmonizing digital and traditional marketing strategies to create a comprehensive and effective approach. The marketing equilibrium represents a sophisticated model where digital marketing meets time-tested traditional methodologies, allowing businesses to maximize their reach, engagement and conversion rates.

With the emergence of generative AI, marketers can find that balanced, hybrid approach more easily, turbo-charging their traditional marketing methods.

The benefits of classic call tracking

With the emergence of generative AI, marketers have the opportunity to accelerate traditional marketing methods. Take call tracking, for example. Call tracking is a foundational aspect of many marketing strategies, and layering AI on top of it can take its impact to the next level. But before we expound on AI’s advantages, let’s take a moment to consider how beneficial call tracking can be — even before adding AI.

1. Campaign optimization.

Call tracking is a powerful tool to measure marketing effectiveness. By collecting detailed information about which initiatives generate the most (and best) leads, you can make more informed decisions about your marketing spend. The data from call tracking will reveal which channels and campaigns are most effective at driving valuable conversations. This in turn will allow marketing teams to adjust their approach as needed and allocate resources to the highest-performing initiatives. This evidence-based method helps you improve the efficiency of your marketing investments while also achieving better results from your campaigns.

2. Sales team strategy improvement.

Call tracking can transform how you develop your sales teams and understand your market. By having access to actual conversations, you can use real examples to guide your team toward more effective communication techniques. Additionally, analyzing these customer interactions provides authentic feedback about what matters most to clients and prospects. This direct line into customer perspective will help you craft more resonant marketing messages and better identify your ideal target markets.

3. Enhanced lead handling.

Advanced call tracking platforms can help sales teams manage incoming prospects more effectively. Most of these platforms have features like customized routing, so you can direct leads to the best-suited team member, as well as scoring and tagging, so you can categorize and prioritize leads based on specific criteria. With built-in capabilities for reaching back out to prospects, your team can maintain momentum in their conversations and frictionlessly guide potential customers through the sales, leading to better conversation rates and more closed deals.