Local businesses can use AI to help compete with larger brands by driving valuable phone calls from digital marketing efforts. AI allows businesses to optimize marketing campaigns based on lead quality, understand trends in lead quality, and identify their hottest leads and most at-risk customers from call data. It provides insights into sales operations and the customer purchasing journey to improve performance.

1. How AI Helps Local Businesses Compete
With the Biggest Brands
Alain Stephan | 10.10.18

3. 3
Mobile shopping leads to call conversions
Source: Google, xAd, TravelClick, Kelley Blue Book
Insurance
40% of insurance purchases
happen via phone.
Up to 53% of mobile
shoppers called a business.
Financial
68% want to call a bank while
researching purchases.
Travel
35% of hotel bookings are
from phone calls.
Automotive
25% of auto shoppers first
contact a dealership by calling.
Health Care
56% of patients book
appointments by calling.
Local
70% want to call businesses
to purchase local services.
Retail
51% want to call a store
when buying home goods.

4. Digital marketing gets consumers calling
76 BILLION
calls to US businesses
in 2014.
40B Over 40 billion call conversions
from search ads in 2016.
12B Over 12 billion call conversions
from Facebook ads in 2016.
28B Over 28 billion call conversions
from display ads in 2016.
162 BILLION
calls expected from digital
marketing in 2019.
Source: BIA/Kelsey, 2015.

5. Over 110% growth in calls
from 2014 to 2019.
5
Consumers are calling US businesses by the billions
Sources: BIA/Kelsey
161.9
145.5
129.1
108.1
93.3
75.8

6. Your Digital Efforts Are Driving Valuable Phone Calls
6

8. ...But what’s happening on those calls
1. Is my marketing driving good sales leads?
2. How can I optimize content and campaigns for quality
not just quantity?
3. How do I get better insights into operational
performance?
4. How do I find and act on my hottest leads?
5. Who are my most at-risk customers I need to save?
8

9. Taking A Different Approach

10. Going Back to Basics
1. Capture
2. Analyze
3. Package

11. 11
The Anatomy of a Sales Call
Sales
Rep
Customer
Probing
for the
need
Buying
Intent
expressed
Options
requested
Service
overview
Offer made
Pricing
Objection
Qualification
Terms and
Details
Reviewed
Urgency
Competitor
referenced
Next Steps
Reviewed
Positive
Comment

13. Take Digital Marketing to the Next Level
▪ Optimize campaigns
based on quality of leads,
not merely quantity
▪ Understand how your lead
quality from marketing
campaigns is trending
▪ Know which actual words
customers say on a call to
optimize SEM strategies

14. Transform Your Sales Operations
▪ Lead scoring of every call
▪ Separate sales
opportunities from
non-sales calls
▪ Close rates on sales
opportunities
▪ Store-level KPIs
▪ Insights into which days and
times do my best leads
come in

15. Act On Leads and Customers That Need Attention
▪ Automated alerts focused on identifying interactions that
warrant attention
– Hot Leads: High scoring sales leads that ended without an
appointment being set
– Potential Experience Issue: Calls from a frustrated, upset, or
otherwise dissatisfied customer that may result in negative
word-of-mouth and reviews
▪ Ready-to-action alerts that include
– Call score
– Name and location information about the caller
– One click call back to the prospective customers
– Access to the original conversation recording and analytics

16. Sales Operations are able
to measure and manage
operational performance
through KPIs and
dashboards focused on
handling of their valuable
phone leads
Insights Throughout the Purchasing
Journey
2
1
Digital marketing
uses lead scoring to
allocate budget to
campaigns driving the
best leads, not just the
most clicks
3
SMB owners
and managers use AI to identify
and act on the hottest leads and
the most at-risk customers

17. Insights not Software
Packaging Matters

18. 18
Q & A