Los Angeles, CA (PRWEB) February 28, 2012
RingDNA, a tech startup that provides companies with actionable sales and marketing data, is set to debut its iPad app at LeadsCon in Las Vegas this week. CEO and founder Howard Brown will present his vision of the future of mobile enterprise sales, which includes knowing, in real time, critical information about a prospective customer, including the marketing campaign that prompted them to call, past call history and recent social media activity.
LeadsCon attracts top executives looking for new technology platforms that will help them capture and close more leads. In this respect, RingDNA’s story is primarily about data that has been largely missing from companies’ marketing and sales funnels: the telephone call.
Enterprise companies commonly track detailed lead information from digital sources. By some estimates, however, up to 43% of sales that begin on the Internet are actually closed by telephone. When this happens, most companies lose all visibility into what really influenced a particular sale. Several companies have jumped into the call tracking business in recent years, but again, insight is typically lost when it comes time to apply revenue analysis to the equation, and no other companies attempt to extend value to sales reps. RingDNA, which will initially focus on serving Salesforce.com’s more than 100,000 customers, aims to solve that by showing the true value of the leads they are generating.
RingDNA first appeared at Salesforce.com’s massive San Francisco-based Dreamforce conference last August, where Chief Architect Kyle Roche won the conference’s Hackathon award by demonstrating how the use of smart numbers on a piece of marketing collateral could be used to turn the iPad into a mobile call center. Several iterations later, the focus at LeadsCon will again be about smart numbers, but more specifically on the level of customer data that can be delivered to any rep, at any time. RingDNA customers will be able to provision smart numbers to track calls from virtually any marketing source, such as a TV ad, Facebook page, website or Google AdWords campaign. As the call comes into RingDNA’s virtual call center, account reps see a treasure trove of information about each caller, including detailed contact information from the company’s Salesforce CRM, recent social media activity, the associated marketing campaign, and in cases where the prospect was using a search engine, his search terms.
“RingDNA will ultimately make both consumers and companies happier,” said Brown. “Consumers are so tired of calling companies and being immediately met with a sales pitch that has no bearing on why they called in the first place. Companies should know before they even pick up the phone what consumers are interested in without asking them to select from a gauntlet of menu options.”
Brown is a serial entrepreneur and the founder of DemandResults, an evidence-based marketing company based on Los Angeles. The desire for ever-increasing visibility into the data that allows companies to give consumers what they want and when they want it is a theme that has recurred again and again in his 14-year career. With RingDNA, which is scheduled to be available in March, Brown is also set to add mobility to the equation. Despite virtually no advanced marketing, the company has been getting daily signups for its beta, on which Brown has been personally working with a team of developers to perfect.
RingDNA utilized Twilio's Client for iOS SDK for aspects of its application. "Because of Twilio's rock solid Client,” said Brown, “Our developers could focus on RingDNA's core cloud marketing, sales and service features without bearing the prohibitive cost of creating the telephony API ourselves.”
One area Brown is particularly excited about is the Pay-for-Call (PFC) ad model, in which advertisers typically pay only for inbound phone calls from media as diverse as websites, brochures or even voice ads delivered by telephone. Some estimates place sales conversion rates for PFC campaigns as high as 30%, or roughly ten times higher than an average paid search campaign.
Twilio CEO Jeff Lawson said, “RingDNA is the amazing integration of a call center with CRM, call tracking, and marketing analytics all in one simple, easy to use mobile iPad app. Twilio is thrilled to power this transformative app.”
RingDNA is the most powerful and flexible call solution available for marketing, sales and customer service professionals. The application gives brands a real-time understanding of who is calling, what they are interested in, and how to sell it to them. RingDNA uses smart numbers and call tracking to deliver valuable customer information - such as the call campaign source, CRM account history or recent social media activity - to an account rep’s iPad, iphone or desktop.
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