Here’s a question for you: Is a phone call a lead?
The answer is, “Not necessarily.”
A phone call could be a new lead, but it could also be an existing customer asking for support, a soon-to-be former customer calling to complain, or even an employee calling to ask about their work schedule.
This is one of the challenges of reporting on phone calls in digital marketing: it’s difficult to determine the value of an average call.
Previously, the only way to resolve this problem was to analyze call recordings or transcripts one by one to determine their intent or to ask clients directly what kinds of calls they typically receive.
Now, we have ConversationIntelFX!
What is ConversationIntelFX?
ConversationIntelFX is a MarketingCloudFX tool that utilizes artificial intelligence to analyze the transcripts of inbound calls and determine caller intent. It allows us to get much more specific information about the calls produced by our digital marketing efforts, including data points like:
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- The number (or percentage) of phone calls that were new leads
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- The number of phone calls that ended with a closed won deal
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- The percentage of phone calls that had a positive or negative tone
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- Commonly used words and phrases among our phone calls
This information helps account managers make data-backed decisions to drive more leads and report on the results that matter most to clients.
How Does ConversationIntelFX Work?
ConversationIntelFX uses Google AI to scan transcripts for key phrases that indicate their intent. These can be set up in ConversationIntelFX interface for the following touchpoint statuses:
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- Subscription
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- New Lead
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- Lead Follow-up
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- Disqualified
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- Upsell Request
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- Support/Question
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- Downgrade/Cancellation Request
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- Closed Won
You can see in the screenshot below some of the key phrases that have been set up to identify “New Leads” for this client. These are all phrases that would be most common early on in the sales process, potentially the very first touch point.
Note also that there are some industry-specific phrases, such as “request a demo”, which are relevant because this client offers software products. Clients in the home services industry on the other hand might have phrases like “get an estimate” or “schedule an appointment”.
You get the idea.
It’s very important to tailor these statuses around the client’s business using phrases that make sense for each touchpoint status that you want to track. One great source of ideas for this are the calls you already have recorded in CallTrackerFX. It’s a good idea to consult your client (or the person who answers their phones) for their input as well.
Pro tip: Key phrases don’t have to be words spoken by the person calling your client. You can also target phrases that the client’s phone operator commonly says in various situations, e.g. “transfer you to a sales team member”.
ConversationIntelFX Insights
Once you’ve set up key phrases for the various touchpoint statuses you want to track, ConversationIntelFX will automatically analyze all inbound calls captured by CallTrackerFX.
To see ConversationIntelFX insights, you can filter by Touchpoint Status in the CallTrackerFX interface to identify calls of a particular kind in a given time period.
You can also get this information at a glance in the ConversationIntelFX dashboard, though its date ranges are less customizable.
The ConversationIntelFX dashboard provides other useful data points as well, such as the percentage of calls that were positive, negative, or neutral in the Sentiment Analysis section.
You can also see the words and phrases that are being used most frequently in the Key Phrases section.
Benefits of ConversationIntelFX
ConversationIntelFX offers a number of benefits, particularly for those clients who receive significant call volume.
First, ConversationIntelFX gives us much greater detail on the types of phone calls we’re receiving.
It’s like breaking a single “Contact Us” form into a “Request a Quote” and a “Support” form. You’ll get a much better idea of the value of these form submissions by making their intent more clearly defined.
Digital marketing is ultimately about driving leads, not generic calls or form submissions. ConversationIntelFX makes it possible to differentiate between calls of different types without manual effort.
Second, because this differentiation happens automatically, ConversationIntelFX is an infinitely scalable solution. For businesses that receive hundreds or thousands of calls per week, manually reviewing them all would be at best inefficient if not outright impossible. The time savings and analytical insights provided by ConversationIntelFX in cases like this are hard to overstate.
A final advantage of ConversationIntelFX is that it can be used in conjunction with call pooling to support advertising campaigns. The setup looks like this:
- Call pooling allows you to track when specific users click on an ad, visit your website, and then call the number displayed on your site.
- ConversationIntelFX can analyze that phone call to determine whether it’s a new lead or some other type of call.
- We can track calls identified as “Leads” and feed them back into advertising platforms as additional conversions those platforms can target.
- The advertising algorithms are trained to prioritize clicks from users who are likely to drive new leads, rather than just “phone calls” irrespective of intent.
Pretty cool, right?
How to Get Started With ConversationIntelFX
Clients have access to ConversationIntelFX on Data Pro MarketingCloudFX plans or higher. If you think ConversationIntelFX is a good fit for your client, contact your DataTech Solutions Architect through the DataTech form in OperationsFX!