Traditional call tracking has been exclusively about one thing: attribution.
Which source produced the phone calls? Did the call come from PPC, organic search, or direct mail?
Call tracking was simply telling marketers where the call came from.
That’s fine…but it isn’t great. You wouldn’t, for example, use a web analytics tool that supplied only data about which referring source generated clicks. That would be—in 2015—a very substandard web analytics solution. And yet, that’s precisely what call tracking is.
In early 2014 we launched our Conversation Analytics tool. Much has been written about it. And rightfully so.
For the first time ever, call conversations themselves—that is, the words and phrases said on the call—are analyzed automatically. Using this method, things like lead quality score metrics, conversion data, missed opportunity data, and a host of other things, can be extracted from the phone call itself
No longer is traditional call tracking the only thing marketers can rely on to gather data about their phone calls.
Lead scoring for phone calls now exists.
How Does Traditional Web Lead Scoring Work?
I won’t spend too much time on this, because you probably get the gist. But, basically a lead has certain point values attached to it, when that lead completes certain actions.
For example, when a lead fills out a form to download a White Paper, the lead gets 10 points. When the lead attends a webinar they get 20 points. When they visit the pricing page they get 40 points. When they download a second White Paper, they get 20 points.
The higher the point value, the better the lead.
Phone call scoring by Convirza operates under the same principles. When a caller says certain things on a call they get points. The higher the point value (between 0-100) the better the lead, and the more likely that lead is to convert (generate revenue).
For example, if the caller starts asking questions about pricing and product. That would give them points. If they get angry, that would remove points.
The bottom line is this: phone lead scoring takes a long-used and long-trusted form of web lead scoring and transfers it to the phone call.