COMPANY

Case Studies

Nativerank logo

Native Rank




Digital Marketing Agency Improves Sales Efficiency with RingCentral Office Integrated with Zoho CRM

Native Rank promises measurable business results to customers of its search engine optimisation and digital marketing services, and it expects no less of its technology suppliers. When an upgrade to the customer relationship management (CRM) software Native Rank had been using in combination with RingCentral phone services broke that integration, Native Rank switched to Zoho CRM.

A Google Premier partner, Native Rank serves small businesses and Fortune 500 companies and has been growing its revenues about 188% per year.

“Switching CRM systems is a measure of how important Native Rank considers the efficiencies gained through simple things like click-to-call dialing from a customer record”, says Dan Dye, Executive Vice President for Native Rank Digital Marketing. “We average about 45 calls per employee, and we estimated we were saving about 73 minutes per employee per day, versus using a traditional desk phone. You multiply that times 70 employees, and that’s a lot of time.”

The efficiency comes from being able to click on a number in a customer record and automatically dial the number, using the RingCentral for Desktop softphone and a computer headset. Managers also get comprehensive reporting on which sales and customer service representatives are spending the most time on the phone—and whether they are spending it productively. By correlating phone numbers with customer records, the software shows who is talking to customers or prospects, as opposed to chatting with friends and family, Dye says.

Although Native Rank might not have switched CRM systems if not for its previous provider’s integration glitch, Dye says he has been very impressed with the quality of the Zoho integration with RingCentral. “It took about three clicks to integrate our RingCentral account,” he says. “Once that’s done, you have access to the entire suite of analytics. They pull in data on about 50 of the most common things people would want to report on.”

Measurable results
One of the promises Native Rank makes to its customers is to provide insight on the results of their digital marketing efforts. Providing good metrics is an area where many competing agencies fall short, Dye says. “We try to take an online, performance-based approach. We built our own proprietary dashboard, so all of our clients have 24-hour access to realtime reporting on all of their marketing campaigns—and we try to tie those metrics to tangible business goals.”

Native Rank became a RingCentral customer in 2014, originally signing up because the PBX hardware that previously powered its office phone system was obsolete and replacement parts were becoming impossible to find. Since then, Native Rank has worked to maximise the potential of the RingCentral platform in its business.

“On the customer support side, we can see how much a customer may be calling in,” Dye says. “When we look at that alongside call time, we can see whether resolutions are happening properly.”

“One other big capability on the sales side is we have developed a text messaging option for advertisements,” he adds. When Native Rank runs mobile ads for its services, potential customers can click to send a text message to a RingCentral number, and that message is routed to sales representatives through Zoho. That lets Native Rank initiate sales conversations via text message, without having to buy every sales representative a phone for that purpose, Dye says.

When prospective customers call the company’s main RingCentral number, those inquiries are filtered through a phone tree that asks a few preliminary questions, helping to separate the merely curious from the qualified prospects, he says.

When leads come in through other channels, sales representatives are expected to respond within 24 hours. The RingCentral integration with Zoho allows Native Rank to ensure that is happening. “From the RingCentral data, we can see whether the call was made, and if not we alert a manager,” Dye says.

A more accurate picture
Native Rank switched to Zoho CRM in September 2016 and immediately took advantage of the RingCentral integration. Everyone at the company is a RingCentral user, and about 95% use Zoho and RingCentral together (with the rest in roles that don’t require access to the CRM system).

“We have a very successful relationship with RingCentral—the service works as expected,” Dye says. The biggest payoff of the integration with Zoho is improved employee tracking and monitoring, which can be used to discover coaching opportunities for individual employees.

“There tends to be an assumptive model of the effectiveness of a certain salesperson, where it can become kind of a popularity contest rather than looking at the true value of what that person delivers,” Dye says. With RingCentral data and Zoho analytics, “we get a much more ideal, accurate picture of what is really happening.”

Company profile

Native Rank delivers digital search engine optimisation (SEO) and digital marketing services, with an emphasis on measurable business results.


Year founded: 2010


Website:
nativerank.com


Headquarters:
Denver, Colorado


Size:
About 70 employees and
about 5,000 customers


 

 

“The quality of the Zoho integration with RingCentral was very impressive, and within three clicks we were able to integrate our RingCentral account. Once that’s done, you have access to the entire suite of analytics. They pull in data on about 50 of the most common things people would want to report on.”

—Dan Dye,

Executive Vice President

 

 

“One other big capability on the sales side is we have developed a text messaging option for advertisements. When we run a mobile ad for our services, potential customers can click to send a text message to a RingCentral number, and that message is routed to sales representatives through Zoho. Sales representatives can initiate a conversation via SMS before calling back the prospect.”

—Dan Dye,

Executive Vice President