Andrew Miller is an “OG” in the Unbounce community (his words). He is the co-founder of his own digital marketing agency, Workshop Digital, and has been in the marketing world for over a decade.

Marketers are held responsible for sales outcomes whether they like it or not. Use the tools at your disposal to understand and harness the true sales engine: customer emotion.

HOW TO: Use emotional data to improve your marketing campaigns and hit sales goals

1. Compile customer’s call transcripts, reviews, and social media as your source data

65% of people prefer to contact a business by phone — you’re sitting on a goldmine!

Store and transcribe files on Amazon’s easy self-service platform →

Amazon S3 & Amazon Transcribe

And of course, Google’s got a version too →

Google Cloud Storage & Google Speech to Text

2. Run the written data through a Natural Language Processor (NLP) and grade each customer experience on emotional sentiment and magnitude

Sentiment is graded on a scale from -1 to 1 (most unhappy to happiest), and magnitude (how strongly they feel that emotion) is graded from 0 to infinity. Multiply them together to get a single emotional score per customer experience.

If you used Google for storage and transcribing, easily integrate into their NLP →

Cloud Natural Language

IBM Watson also has a cool version, if you’re a little more tech-savvy →

Natural Language Understanding

3. Use the emotion score plus sales metrics to find the strong/weak links in your system

Track call duration, ring duration, call status, etc. to identify which scripts and sales reps are performing well. Also pinpoint the ones that are doing poorly, and adjust accordingly.

Track and share analytics with your sales team to boost overall performance →


4. Match the emotion score to conversions to find which channels yield the best results

What drives more sales, organic content or email leads? Paid search or paid social? Allocate more budget and campaigns to the channels that drive emotionally higher-quality leads.

Keep track of channel budgets with these free templates from Smartsheet → 

Budget by unit or Budget Annually

5. Identify common objections and publish content to get ahead of them

Create a FAQ sheet resolving top complaints, and sales content directly addressing competitive offers. Put it on your site so people can get that information before they even pick up the phone.

Emotional distribution follows a basic bell curve; focus on improving the lowest 30% →

6. Minimize negative reviews by having managers follow up with angry customers ASAP

Identify the warning signs that lead to negative online reviews, program your CRM to alert you when it sees that behavior, and make sure your manager contacts those users immediately.

Most CRM’s have some notification services, but here’s one specifically designed for it →

Agile CRM

7. Likewise, encourage positive reviews by reaching out to your happiest customers

Positive & negative sentiment correlates to stronger emotions, meaning great experiences can turn customers into your biggest advocates and bad ones can make them vocal hitmen.

Generate a unique Google review link you can send straight to your happy customers →

Review Link Generator

Full Presentation