Sometimes the easiest way for marketers to explain a new technology is to create a snazzy buzzword or phrase that does not exist in the English language. After all, it’s a lot easier to say “marketing automation” than refer to a “technology to manage and automate the process of converting prospects to buyers.” For today’s buzzword breakdown we are going to explore the true meaning of the term, call intelligence.

To sum it up, call intelligence provides marketers the tools to track, automate, and optimize inbound phone calls. With visibility into phone conversations, marketers have new-found power to follow (and improve) the entire customer journey – from online ad to phone call to sale. Make sense?

If it’s still a little fuzzy, here are the four main features of call intelligence and how they work:

1. Tracking

Call intelligence begins with call tracking. Basic call tracking systems log the marketing source of the call, much like last click attribution for digital engagement. It shows the ad, campaign, or referral source that drove the call. Advanced call tracking goes even further by bringing in other tracking parameters, such as first-party cookie data, to capture the entire multichannel journey.

2. Call Automation

Call intelligence provides more than visibility.  It helps you make smart optimizations to the caller experience so you spend time on the calls that matter most. With call intelligence, you have the ability to qualify and route calls factors like geo-location, time of call, campaign, and so on. This ensures your sales reps or call center are focusing on the right calls, while also giving your callers a relevant and personalized experience.

3. Conversation Intelligence

With conversation intelligence, marketers not only know the source of the call but the value and outcome of each call. Signals, spoken keywords or phrases captured in a live conversation, can alert marketers to a sale, a lost opportunity, competitive threat, and the list goes on. By knowing what is said on the call, marketers better understand what types of calls their marketing campaigns are driving so they can adjust spend and optimize campaigns accordingly.

4. Integrations

The added layer of call data is useless unless marketers can integrate the information with other marketing tools. Call intelligence integrates with marketing automation, CRM, Google Analytics, and more to bring the call data marketers need to complete their picture of the customer journey. Knowing that a phone call occurred is half the battle. With call intelligence, marketers have the ability to tie phone calls to actual revenue dollars. And marketers can accurately measure their spend and see which marketing campaigns are performing. 

I hope this sheds some light on the mystery of call intelligence. To learn more about how call intelligence can empower your marketing, request a demo.

Posted by Caitie Gonzalez

Caitie Gonzalez is a graduate from U.C. Santa Barbara with a B.A. in Film and Media Studies. She is Invoca's Social Media and Content Specialist, and resident videographer. She loves film/television, comic books, board games and video games.

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