The document discusses digital marketing priorities for 2018, focusing on improving lead quality through AI-powered call tracking. It highlights statistics about ad effectiveness, the importance of categorizing calls, and the advantages of using AI to analyze call outcomes. The goal is to optimize marketing strategies by understanding customer interactions and enhancing service quality.

1. 1
#DigitalPriorities Digital Marketing Priorities 2018 brought to you
by
Improve Lead Quality with AI powered call tracking
Mark Taylor
Founder & CEO, eSalesHub
Hosted by Lewis Dormer, Digital Marketing Executive at Smart Insights

2. 2
#DigitalPriorities Digital Marketing Priorities 2018 brought to you
by
Before we start… housekeeping
• Slides will be available via Smart Insights Slideshare, or you can download them
from the BrightTalk page.
• Do ask questions at any point via the chat function - we’ll respond either at the
end of the show or afterwards via email.
#DigitalPerformance

3. Improve lead quality
with AI powered call
tracking
15th July 2020

4. Question for the audience:
How much of your
marketing reaches your
intended audience?
100%
70%
55%
25%
None

5. “Half the money I
spend on
advertising is
wasted; the trouble
is I don't know
which half.”
John Wanamaker
45% of Online Ads don’t reach their
target audience
Nielsen

6. of mobile searchers
use click to call to
contact the
business
people called
because they want
to speak to a ‘real’
person
18% of callers
convert to sale
vs 2% online
70% 57% 18%

7. Tracking calls on volume won’t tell you:
But not all calls are
sales leads
58% of calls are sales leads
29% of calls are customer service calls
from existing clients
8% of calls are from people looking for
a job or trying to sell you something
5% of calls a missed and go to
voicemail

8. Categorising calls enables you to optimise
based on value of the call, not volume
x Sales Calls4
x Sales Calls12
x Missed
calls
4
x Customer service
calls
4

9. Should you leave
this up to your sales
reps?

10. Humans vs. AI

12. Artificial Intelligence that analyses calls in real-time, reports on the outcome,
and attributes it back to your marketing.
What are your customers
calling about?
Are my customer services reps
equipped and best trained to be
dealing with demand?
Which part of my marketing
strategy made customers pick up
the phone and buy?
The Future of Call Tracking
DISCOVER OPTIMISE ATTRIBUTE

14. Search for ‘Driving Lessons Henley on Thames’

18. Analytics Platform - Call Report

19. Analytics Platform - What are the Keywords telling us?

20. A bit about us
Managed Service
We Pay for Google and
Facebook, you Pay per Lead
Full campaign management
including media and platform
analysis
Platform Access
Gain access to real-time call
insights to action yourself
Integrate into your current
eCommerce/CRM platform
for a 360° view of
performance

21. Thank you
Any questions?
Tel: 01302 639 561
Email: sales@esales-hub.com
Web: esales-hub.com