The 11 Elements of a Converted Call
Speakers:
McKay Allen, Inbound Marketing Manager, LogMyCalls
Michael Boland, Senior An...
Turn Off Pop-Up Blockers
Technical difficulties?
Click on “Help?” link
Use Q+A box
Submitting questions to speaker
Q...
Today’s Presenters
McKay Allen,
Inbound Marketing Manager,
LogMyCalls
Michael Boland,
Senior Analyst & VP Content,
BIA/Kel...
About BIA/Kelsey
Market Intelligence
Industry Forecasts, SMB Research, Consumer
Studies, Market Data
Insights & Analysis...
Let’s Start with Mobile Usage:
Where are we now?
Mobile Usage: Where are we now?
Source: BIA/Kelsey
Further Support of Location
Relevance in Mobile
7.
$4.35
$6.88
$9.05
$11.05
$12.95 $14.56
$2.87
$4.54
$7.03
$9.22
$12.52
$...
… And Mobile Search is a Big Part of
that Growth
Location Targeted Mobile Ad Spend by Format
Source: BIA/Kelsey
The Result: an Explosion of Phone Calls
to Businesses from Mobile Search
Source: BIA/Kelsey
Good Breaking point for poll question
6.2%(Retail Spending that is e-commerce)
The Rest is All Offline…
12.
Source: U.S. Census Bureau
… But It’s Increasingly Influenced
Online and in Mobile
Source: Forrester
Mobile Search Drives High-Value
Local Conversions
15.Source: Google
…And Quickly
16.
Source: Google
The Lesson:
Capture that local intent.
Mobile Search = Calls to Businesses
Source: Google
…And High-Value Calls at That
Source: Google
Source: Google
The Other Side of the Coin:
Businesses Want Calls
Source: BIA/Kelsey Local Commerce Monitor™ (LCM) Wave 17, Q3/2013 (and p...
…And in High-Value Verticals
Source: BIA/Kelsey Local Commerce Monitor™ (LCM) Wave 17, Q3/2013 (and prior waves, if releva...
Calls Happen Around High Value,
High Consideration Purchases
Source: Google
Source: Google
In Total, This Leads Up to a Booming U.S.
Call-Based Advertising Market
Source: BIA/Kelsey
The Lesson?
 Users: Mobile usage exploding; Commercial
intent is there
 Advertisers: They want phone leads
 The Market:...
What is LogMyCalls?
• Business intelligence and call analytics
• Lead scoring and deep analytics for
the phone
Global Star...
Raw # of calls
Referring Source
Keywords (Maybe)
Call Duration
Traditional Call Tracking
Conversation Analytics
• Millions of calls analyzed
• Across dozens of industries
• Data extracted by
Conversation Analytics
Conversation Analyti...
• Conversion:
• Appointment Set
• Sale Made
• Reservation Made
• Commitment to Buy
• What’s your conversion
rate?
Conversa...
- Appointment
- Dentist, doctor, tire, auto,
plumber, HVAC
- Commitment to Buy
- SaaS, BtoB, big ticket
- Reservation Made...
The Q1 Call Report
• A direct invitation for the caller to become a customer
• Examples:
“We have an opening at 2:00. Can ...
• Massive opportunity for increased revenue
• Agencies love this
Conversation Analytics Data
• Remember the data from the previous infographic
• Asking for the Business makes the caller 10.4x
more likely to buy
• An...
• Lead quality matters A LOT – It isn’t ‘the sales guys’
fault’
• Calls in which there was a conversion event are longer
• Varies dependent on the industry
• Causality?
• Agent politeness a measure of basic words and phrases that
indicate politeness
• The agent is more polite on converted c...
• Agents perform 41% better on converted calls
• Hundreds of factors influence sales skills
• Important for marketing depa...
- Formula for converting 80% of your calls – 8 of 9
- Compliment – Agent compliments caller
- Politeness – Agent is basica...
Case Study: NES
- Problem
- Integration with property
management and lead management
- Provide clients value and data: CPL...
Case Study: Grand Lucayan
- Problem
- Spending millions to market
across Eastern seaboard – ATL
and Carolinas
- Not tracki...
http://digitalmarketingdepot.com
webcasts@digitalmarketingdepot.com
#DMD
Thank You! Questions?
www.logmycalls.com
Search Engine Land/Digital Marketing Depot - The 11 Elements of a Converted Call
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Search Engine Land/Digital Marketing Depot - The 11 Elements of a Converted Call

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Marketers spent more than $78B to generate phone calls in 2013. Calls matter.

What are the differences between the calls that resulted in a conversion (appointment, reservation, sale) and calls that didn’t result in a conversion? Is there a ‘formula’ that will allow you to convert more calls and increase your revenue? How is a converted call different than a non-converted call?

After analyzing millions of phone calls from dozens of industries in the first 4 months of 2014, LogMyCalls has deciphered the differences between converting a call and not converting a call. We will share with you the critical factors in improving your chances of converting more calls.

In this webinar we’ll discuss the elements of a converted call. This is revolutionary data never seen before:

Missed opportunities for revenue
Determining calls that are good leads or great leads
The impact call length has on conversion?

Published in: Business, Technology
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Search Engine Land/Digital Marketing Depot - The 11 Elements of a Converted Call

  1. 1. The 11 Elements of a Converted Call Speakers: McKay Allen, Inbound Marketing Manager, LogMyCalls Michael Boland, Senior Analyst & VP Content, BIA/Kelsey Tuesday July 8, 2014 1:00 EDT, (10:00 PDT)
  2. 2. Turn Off Pop-Up Blockers Technical difficulties? Click on “Help?” link Use Q+A box Submitting questions to speaker Q+A session at end of webcast Use “Ask a Question” box to submit questions Send questions at any time #DMDwc Viewing Tips
  3. 3. Today’s Presenters McKay Allen, Inbound Marketing Manager, LogMyCalls Michael Boland, Senior Analyst & VP Content, BIA/Kelsey
  4. 4. About BIA/Kelsey Market Intelligence Industry Forecasts, SMB Research, Consumer Studies, Market Data Insights & Analysis Custom Research, Market Vetting, Competitive intelligence, Funding Investment Banking & Mezzanine Funding Conferences A-List Events for Local Media Execs and Startups
  5. 5. Let’s Start with Mobile Usage: Where are we now?
  6. 6. Mobile Usage: Where are we now? Source: BIA/Kelsey
  7. 7. Further Support of Location Relevance in Mobile 7. $4.35 $6.88 $9.05 $11.05 $12.95 $14.56 $2.87 $4.54 $7.03 $9.22 $12.52 $15.74 $0 $5 $10 $15 $20 $25 $30 $35 2013 2014 2015 2016 2017 2018 Non-location Targeted Location Targeted US$Billions $7.22 $11.43 $16.08 $20.26 $25.47 $30.30 52% 40% U.S. Mobile Ad Revenues Source: BIA/Kelsey
  8. 8. … And Mobile Search is a Big Part of that Growth Location Targeted Mobile Ad Spend by Format Source: BIA/Kelsey
  9. 9. The Result: an Explosion of Phone Calls to Businesses from Mobile Search Source: BIA/Kelsey
  10. 10. Good Breaking point for poll question
  11. 11. 6.2%(Retail Spending that is e-commerce)
  12. 12. The Rest is All Offline… 12. Source: U.S. Census Bureau
  13. 13. … But It’s Increasingly Influenced Online and in Mobile Source: Forrester
  14. 14. Mobile Search Drives High-Value Local Conversions 15.Source: Google
  15. 15. …And Quickly 16. Source: Google
  16. 16. The Lesson: Capture that local intent.
  17. 17. Mobile Search = Calls to Businesses Source: Google
  18. 18. …And High-Value Calls at That Source: Google Source: Google
  19. 19. The Other Side of the Coin: Businesses Want Calls Source: BIA/Kelsey Local Commerce Monitor™ (LCM) Wave 17, Q3/2013 (and prior waves, if relevant). Methodology: Online panels. 38.4% 38.7% 26.1% 28.7% 19.2% 15.8% 28.0% 19.5% 28.0% 15.0% 9.5% 9.7% 66.4% 58.2% 54.1% 43.7% 28.7% 25.5% 0% 20% 40% 60% Good Excellent
  20. 20. …And in High-Value Verticals Source: BIA/Kelsey Local Commerce Monitor™ (LCM) Wave 17, Q3/2013 (and prior waves, if relevant). Methodology: Online panels. 35.4% 25.3% 37.5% 28.3% 26.7% 23.9% 29.2% 42.7% 44.3% 31.2% 40.2% 35.2% 35.2% 25.0% 17.1% 24.1% 25.0% 25.0% 20.3% 26.8% 16.7% 0% 20% 40% 60% 80% 100% Excellent Good Fair
  21. 21. Calls Happen Around High Value, High Consideration Purchases Source: Google Source: Google
  22. 22. In Total, This Leads Up to a Booming U.S. Call-Based Advertising Market Source: BIA/Kelsey
  23. 23. The Lesson?  Users: Mobile usage exploding; Commercial intent is there  Advertisers: They want phone leads  The Market: Major growth in call volume and ad dollars  Takeaway: An explosion of calls is coming whether we like it or not. Take it as an opportunity to drive, track and get credit for them.  The Remaining Question: “How?”
  24. 24. What is LogMyCalls? • Business intelligence and call analytics • Lead scoring and deep analytics for the phone Global Start-Up Grand Prize Winner - 2500 companies competed - LogMyCalls selected
  25. 25. Raw # of calls Referring Source Keywords (Maybe) Call Duration Traditional Call Tracking
  26. 26. Conversation Analytics
  27. 27. • Millions of calls analyzed • Across dozens of industries • Data extracted by Conversation Analytics Conversation Analytics Data
  28. 28. • Conversion: • Appointment Set • Sale Made • Reservation Made • Commitment to Buy • What’s your conversion rate? Conversation Analytics Data
  29. 29. - Appointment - Dentist, doctor, tire, auto, plumber, HVAC - Commitment to Buy - SaaS, BtoB, big ticket - Reservation Made - Hotel, spa, rental car, equipment - Purchase Made - Subscription, CC info Conversation Analytics Data
  30. 30. The Q1 Call Report • A direct invitation for the caller to become a customer • Examples: “We have an opening at 2:00. Can we get you set up?” “Why don’t we go ahead and reserve the room?”
  31. 31. • Massive opportunity for increased revenue • Agencies love this Conversation Analytics Data
  32. 32. • Remember the data from the previous infographic • Asking for the Business makes the caller 10.4x more likely to buy • And yet…87% of the time, agents don’t ask for the business
  33. 33. • Lead quality matters A LOT – It isn’t ‘the sales guys’ fault’
  34. 34. • Calls in which there was a conversion event are longer • Varies dependent on the industry • Causality?
  35. 35. • Agent politeness a measure of basic words and phrases that indicate politeness • The agent is more polite on converted calls
  36. 36. • Agents perform 41% better on converted calls • Hundreds of factors influence sales skills • Important for marketing departments and agencies
  37. 37. - Formula for converting 80% of your calls – 8 of 9 - Compliment – Agent compliments caller - Politeness – Agent is basically polite to caller - Acquired Address – Agent gets caller’s address (even city or state) - Acquired Name – Agent gets the caller’s name - Acquired Phone Number – Agent gets the caller’s phone number - Sales Inquiry – Caller’s not asking for directions or dialing the wrong number - Ask for Business – Agent asked directly for the business - Ownership Language – Agent used ownership language – ‘I can help you with that’ or ‘You’ve called the right place.’ - Determine Needs – Open-ended questions
  38. 38. Case Study: NES - Problem - Integration with property management and lead management - Provide clients value and data: CPL, Traffic to Appointment, Cost Per Lease - Solution - Missed Opportunity notifications - Bundle via API – ‘Wow factor’ - Close rate data
  39. 39. Case Study: Grand Lucayan - Problem - Spending millions to market across Eastern seaboard – ATL and Carolinas - Not tracking conversion rates - Solution - Track conversion rates by zip code and area codes - Tracking conversion rates – improved 157% in 6 months - Close rates up from 7% to 18%
  40. 40. http://digitalmarketingdepot.com webcasts@digitalmarketingdepot.com #DMD Thank You! Questions? www.logmycalls.com

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