If you're in B2B sales or marketing and your team is starting to outgrow spreadsheets and scattered tools, you're probably looking for something—anything—that makes lead generation less of a headache. You want more qualified leads, less wasted time, and a way to track what actually works. This guide is for you. We'll break down what Novocall actually does, how to set it up, where it helps (and where it doesn't), and the best ways to get value without getting lost in the weeds.
Why B2B Lead Gen Is a Slog (And Where Most Teams Get Stuck)
Before we get into tools, let’s be honest about the problems most growing teams face:
- Website forms get ignored. Most visitors never fill them out, and when they do, response times are slow.
- Sales is chasing poor-fit leads. Without filters or qualification, you waste time on folks who’ll never buy.
- No one knows what’s working. Are calls better than emails? Did the last campaign even matter?
- Follow-up falls through the cracks. Leads get handed off, but nobody follows up quickly—or at all.
You can try patching this with yet another CRM, but unless you fix the process, you’re just creating more admin work.
What Novocall Actually Does (And Doesn’t Do)
Novocall is best known for its callback widget, but it’s more than just a pop-up that says, “Call me.” Here’s the rundown:
What it does: - Callback widget: Lets website visitors request a call—either immediately or scheduled. - Call tracking: Tracks which marketing sources (ad, page, etc.) drive calls and leads. - Call routing: Routes calls to the right sales rep or team based on rules you set (e.g., territory, product, schedule). - Call automation: Can auto-connect reps to leads as soon as they request a call. - Integrations: Syncs with CRMs like HubSpot, Salesforce, and Google Calendar.
What it doesn’t do: - No email marketing. It’s not a Mailchimp or HubSpot replacement. - No full-blown CRM. You still need your own system to manage deals and contacts. - No magic lead generation. It won’t bring traffic to your site or qualify leads you don’t already get.
Who gets the most out of it: - B2B teams with a sales process that relies on real conversations (phone calls, demos, consults). - Companies that already get website visitors but struggle to convert them into qualified calls. - Teams frustrated with slow follow-up or unclear lead sources.
Step 1: Decide If Novocall Solves Your Actual Problem
Before you start a free trial, ask yourself: - Do you get enough website visitors to warrant a callback widget? - Are inbound leads slipping through the cracks because reps are slow to call back? - Is it a headache to figure out which campaigns or pages generate real sales calls?
If you’re nodding your head, Novocall could help. If not—say, you barely get web traffic or your sales are all email-driven—save your money.
Pro tip: Don’t expect Novocall to “create” leads out of thin air. It makes it easier to capture and convert the people already knocking on your door.
Step 2: Set Up the Callback Widget (Without Annoying Your Visitors)
This is Novocall’s bread and butter. The widget sits on your site and lets visitors request a call instantly or book one later.
How to do it: 1. Sign up and install the widget: You’ll get a snippet to paste into your site header or use a plugin for WordPress/Shopify. 2. Customize the look: Match your brand colors, set the call-to-action text, and decide where it appears (bottom right, bottom left, etc.). 3. Set business hours: Only offer calls when your team can actually respond. 4. Qualify leads upfront: Add a couple of custom questions (company size, industry, etc.) to weed out obvious time-wasters. 5. Test it: Use a private browser tab to see what visitors see. Make sure the call actually goes through, and that someone on your team answers.
What to avoid: - Don’t make the widget pop up immediately on every page; it’s annoying and easy to dismiss. - Don’t ask for a ton of info—name, phone, and one qualifier is usually enough. - Don’t forget mobile users; check that the widget’s usable on phones.
Honest take: If your team can’t respond fast (within a few minutes), the instant callback feature won’t help much. Leads will be annoyed if they request a call and get voicemail.
Step 3: Use Call Routing to Stop Wasting Time
Novocall’s routing is one of its real strengths, especially for teams with multiple reps, regions, or product lines.
How to use it: - Set routing rules: Direct leads to the right rep based on territory, language, product interest, or even lead quality. - Balance workloads: Set up round-robin distribution so one person isn’t flooded while others twiddle their thumbs. - Escalate missed calls: If a rep doesn’t pick up within a set time, route to a backup.
What works: - Smart routing means fewer handoffs and less “Sorry, let me transfer you.” - You can filter out junk leads by routing unqualified ones to voicemail or a generic inbox.
What to ignore: - Don’t get too granular with rules unless you have a big team—it just adds complexity. - Don’t try to automate everything. Sometimes, a manual check is simpler.
Pro tip: Test your routing with fake leads. It’s embarrassing to find out a month later that legit leads were being routed to the wrong person or, worse, nowhere at all.
Step 4: Use Call Tracking to Actually See What’s Working
Novocall can assign unique phone numbers to campaigns, landing pages, or ads—so you know exactly which efforts are driving real conversations.
Why this matters: - Attribution is often guesswork. With call tracking, you know which ads or pages actually lead to calls. - You can double down on what works and cut what doesn’t—no more flying blind.
How to do it: 1. Create tracking numbers for each campaign or channel: E.g., one for Google Ads, one for LinkedIn, one for your main website. 2. Update your marketing materials: Swap out the numbers everywhere you want to track. 3. Check the dashboard: See which numbers get the most (and best) calls.
What works: - Great for paid campaigns, where proving ROI matters. - Helpful if you’re running multi-channel campaigns and need to justify spend.
What doesn’t: - Not all leads will call—some still prefer email or chat. Don’t ignore other channels. - Attribution still isn’t perfect; someone might see an ad, then Google you and call the main number.
Step 5: Integrate With Your CRM—But Don’t Overcomplicate It
Novocall plugs into most major CRMs (HubSpot, Salesforce, Zoho, etc.) and Google Calendar. This means calls and lead details can flow right into your existing system, so reps don’t have to copy-paste info.
Set up basics: - Sync call logs and lead info to your CRM. - Set up notifications or tasks for follow-up. - Automatically schedule calls in reps’ calendars.
What to avoid: - Don’t try to sync every field. Stick to core lead/contact details and call outcomes. - Don’t build a Rube Goldberg machine of integrations. More moving parts = more stuff to break.
Pro tip: Test the integration with a dummy lead. If the info doesn’t show up where you expect it, fix it before rolling out to your whole team.
Step 6: Track Results, Iterate, and Don’t Fall for Hype
Set aside time—every month or so—to check: - Which campaigns and pages drive the most (and best) calls? - Are reps following up fast enough? - Are there bottlenecks in routing or scheduling?
Don’t just look at call volume. It’s about qualified leads and closed deals. If you’re not getting better results, tweak your widget, routing, or tracking—or maybe Novocall isn’t the right fit, and that’s okay.
Honest take: No tool will “10x” your sales overnight. But if you’re losing leads to slow follow-up, scattered calls, or poor tracking, Novocall can make things a lot less painful.
Summary: Keep It Simple, Don’t Overthink, and Iterate
If you’re drowning in missed calls and lost leads, Novocall is worth a serious look—especially if your B2B sales depend on real conversations. Start simple: add the callback widget, set up basic routing, and track which channels work. Don’t get sucked into every feature right away. Test, tweak, and see what actually moves the needle. Iterate as your team grows, and don’t be afraid to cut what doesn’t work. Lead gen is messy, but tools like Novocall can at least make it manageable.