June 25, 2018 Marketing Analytics

You spend a lot of time and effort getting your company’s phones to ring. You design engaging website content, create targeted search and digital ads, optimize your SEO, promote your business via email and social, and much more.

But what happens after that? The challenge most digital marketers face is not only measuring the volume of calls driven to each business location from each source, but also the sales quality of those calls. An ad can drive thousands of calls, but if none of the leads convert, there is no true return on the investment. The more data marketers have about what happens on the calls they generate to each location, the better they can optimize their spend, messaging, and audience targeting to drive revenue.  

The anatomy of a sales call

We’ve compiled a list of the top reports and insights digital marketers should be collecting from inbound calls with the help of AI. The reports make it easy to:

  1. Validate the quality of calls
  2. Understand which marketing channels are driving the highest quality leads
  3. Optimize Website Conversions Across Devices
  4. Gain a deeper understanding of operations & location performance
  5. Drill down to the individual caller to identify the most motivated prospects
  6. Identify those who are having a negative experience with your company and repair the relationship

Believe it or not, these are all reports that other marketers are viewing now with the help of conversation analytics data provided by artificial intelligence (AI). Below, we’ll break down each of these reports and how they can benefit your business.

1. Validate the Quality of Calls

When it comes to inbound calls, quality trumps quantity every time. But, without manually listening to recordings of the calls you generate to each location, it can be difficult to answer the following questions:

  • How many of our inbound calls are service/support inquiries vs. potential sales?
  • How many of our inbound calls are from new customers vs. existing customers?
  • Is our total number of quality calls increasing or decreasing from month to month?

With a easy-to-deploy AI solution for scoring calls you can monitor your KPIs within a dashboard so that you can quickly and easily evaluate the quality of inbound calls your marketing drives to each location. AI does the work for you, analyzing the words and phrases spoken by your callers to quantify their potential value to your organization with a “lead score.”

[Sample Report] View your selected inbound call KPIs all in one convenient dashboard.

2. Understand Which Marketing Channels Are Driving the Most Quality Leads

Rather than evaluating your marketing channels, ads, search keywords, and other campaigns by the sheer quantity of inbound phone calls they drive to each location, AI tools allow you to assess which campaigns are driving the most qualified leads. You can then integrate these AI insights directly into your martech stack to understand which strategies are producing the best results—online and over the phone. With this information at your disposal, you can allocate your budget to the tactics that are truly delivering the highest value to your company.

 

AI Call Reports by lead score
[Sample Report] Track which marketing sources are generating the highest quality leads.

3. Optimize Website Conversions Across Devices

Callers who engaged with a brand online are more likely to convert than unengaged callers. AI-powered tools can track clickpaths and even locate the exact piece of website messaging that drove each call (for example, a call to action on the bottom of a “services” website page).

These insights will help you map out the customer journey on your website—you can then determine where you’re delivering value to prospects and where you’re falling short. You can also view lead score by device and tweak the customer experience on mobile vs. desktop. Ultimately, you’ll be able to optimize your website messaging to create a frictionless end-to-end experience.

Call Reports By Device and Website
[Sample Report] Track the specific landing pages and website pages are driving the highest quality inbound calls.

4. Gain a Deeper Understanding of Operations

Once you’ve analyzed the KPIs regarding the lead quality of call conversions, your next logical question is: “what conclusions can I draw from this?” AI-based call analytics can help you understand what days and times your best calls come in to each location, so that you know how to allocate spend to ensure your call-focused ads are present during these times.

Plus, you can work with the staff at each location to ensure they are prepared to field the influx of calls. Then, you’ll be able to assess how often your sales reps at each location convert calls to appointments, opportunities, and customers.

 

AI Call Reports sales opportunities lead score heatmap
[Sample Report] Visualize lead volume and score by time of day and day of the week.

5. Drill Down to The Individual Caller to Identify The Most Motivated Prospects

Which callers should your organization prioritize? Which are close to purchase? Which are at-risk? By analyzing key words and phrases spoken by callers, AI can provide deep customer-specific data which allows you to prioritize your sales funnel and allocate your resources effectively.  

You’ll also be able to identify customers who are motivated to buy, but for whatever reason did not convert. This will allow your sales team to call these leads back right away to win back the sale. It will also allow your marketing team to retarget those leads with the right search, social, display, or email campaign to get them to re-engage and convert.

6. Identify Negative Experiences to Repair Relationships

Finally, you can save at-risk customers by taking advantage of AI features designed to locate customer experience issues. Lost customers can damage your brand’s reputation and pose a risk to future customer acquisition, if they air their grievances publicly.

One bad Yelp review can cost your business 30 potential customers. A bad review on Google search results can cost you 70% of potential customers. So knowing which customers to follow up with before they churn or take to social media can be invaluable.

Call Reports Customer Experience Issues By City
[Sample Report] Identify the locations where your customers experience the most issues.

Empower Your Team with AI Insights

In summation, these reports and the insights they provide will allow you to harness AI insights to:

  • Optimize campaigns based on quality of phone leads, not merely quantity
  • Understand how your lead quality from marketing campaigns is trending
  • Understand which locations are closing the most phone leads
  • Gain insights into which days and times your best leads come in
  • Pinpoint sources of customer experience issues that can be hurting your ROI

As a result, your marketing team will be empowered to drive more quality leads—and your sales teams at every location will be equipped with best practices to close them.

Want to empower your marketing team with similar AI reports? Request a personal demo of DialogTech’s conversation analytics solution to get started.

“We didn’t need to hire a large team of data scientists and invest in AI tools. Conversation Insights Pro just worked. The data was delivered to us in a very straightforward, actionable way, allowing us to see what marketing efforts were driving the best leads and what best practices were being used to help close sales at the individual locations. Conversation Insights Pro is a game changer for us.”

Bryan Huber
Director of Digital Marketing at Comfort Keepers

To learn more about leveraging AI to bridge the online and offline customer journey, watch our on-demand session, “Beyond the Hype: 6 Ways AI Works with Calls to Improve Marketing and Sales.”

Watch Now →
About the author:

Alain Stephan

Senior Vice President, Analytics Services, DialogTech

As DialogTech's SVP of Analytics Services, Alain loves data. He is passionate about telling a story with data and helping marketing and sales leaders harness the power of the voice channel. He has deep experience in analytics, with the last decade dedicated to turning call data into meaningful insights for business transformation. Alain is a proud alumnus of both Miami University and the University of Chicago Booth School of Business. He resides in Chicago’s northern suburbs with his wife and three kids.

See more posts by Alain Stephan

Enjoying our content?

Get the latest straight to your inbox.