Calls are the redheaded stepchild of the lead gen world (no offense to redheaded stepchildren).
Unless you market for a ‘call heavy’ industry (dental, legal, tire, medical, automotive, home services, etc.), most marketers scoff at phone calls. They insist on landing page form fills. Phone calls, in their mind, are simply a distraction from the real purpose of a landing page: filling out a form.
And that’s a shame, because phone calls matter. In fact, they’re better leads than your form fills.
And most of our clients are in ‘call heavy’ industries. They rely on calls exclusively to drive appointments, reservations, and sales. But an increasing number of clients are enterprise companies, even B2B companies. And if calls matter to companies like that…they matter to everyone.
One of our clients is a B2B technology company. They are a very non-call-centric business. Last month they produced nearly 2400 leads. About 98% of those leads were form-fills of some sort.
Only about 2% of their leads were phone calls.
And yet, when the month was over, phone calls accounted for 37% of their total new accounts. How is that possible? How could 2% of their leads account for 37% of their new accounts?
It’s because phone calls are better than form fills.
According to research from BIA/Kelsey, most businesses say that phone calls are their best leads. 64% of businesses say phone calls are better than any other lead source. They’re better than clicks, form fills, social media leads and even foot-traffic.
Phone calls turn into customers about 10x more frequently than web leads do. Data from sources ranging from BIA/Kelsey to Marketing Sherpa indicate that about 2%-4% of web leads (form fills) become customers within 3 months.
On the other hand, data from millions of phone calls analyzed with Conversation Analytics indicates that 29% of callers become customers within 3 months. A caller is 10xish more likely to become a customer than a web lead. It takes fewer phone calls to make the same hay as A LOT of web leads.
In short: phone calls matter. Businesses are receiving more of them than ever before. And, they are closing more frequently than web leads.
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