How marketing managers can use Conversation Intelligence

There’s a trend happening in the marketing world that’s transforming the way high-performing marketing agencies operate. It’s called Conversation Intelligence®, and it allows marketing managers and their teams to get more accurate data and deeper insights into their customers’ preferences – using their own words.

Let’s take a deeper look at what Conversation Intelligence is, and how any marketing manager can leverage this tool to improve their marketing strategy and campaigns end to end.

What is Conversation Intelligence?

In short, Conversation Intelligence uses new AI-integrated technology to capture and transcribe audio in real time, and then provides detailed analysis of large volumes of conversation. Conversation Intelligence layers on top of CallRail’s Call Tracking product to unlock to impactful marketing and customer service insights faster than ever before.

While call transcription is nothing new, and automatic call transcription tools have been on the market for a while — marketing managers have been using phone calls with customers to inform their marketing strategy for decades. But until recently, they had to rely on sample phone calls, or else hire teams of people to laboriously pour through call transcripts one at a time.

What sets Conversation Intelligence apart is its ability to gather data on a large scale from real-life conversations, then turn that data into actionable insights marketing teams can use right away.

With Conversation Intelligence, the tedious transcription and analysis process is entirely automated, saving marketing managers both time and budget. The tool helps them find patterns and obstacles in their customers’ journey, and they can use the data to adjust their marketing strategy, test new campaigns, or retire messaging that no longer resonates.

Let’s take a deeper look at how marketing managers can use Conversation Intelligence.

Harnessing Conversation Intelligence for marketing strategies

Improving customer understanding: Extracting valuable insights from conversations

Marketing managers often use surveys to gather information from customers on a mass scale. While this can be an effective strategy, it’s not perfect: it can be costly to run a survey with a big enough sample to be meaningful, not to mention customers may be unwilling or able to share their true thoughts with an impersonal survey.

But with Conversation Intelligence, marketing managers can essentially survey every single customer or lead who has ever placed a call with their team, all at once, in real time. They can uncover customer preferences, pain points, and goals using the actual words and phrases customers use when interacting with sales or customer service teams.

In short, Conversation Intelligence unlocks the most accurate customer data available, and that’s worth gold in the marketing world.

Enhancing customer engagement: Leveraging conversation data for personalized experiences

One of the keys to a successful marketing strategy is making your messaging as relevant and personal as possible for your target audience.

This has notoriously been a struggle for marketing teams, who are looking for the best methods to truly understand what their customers want and need, and then use that to create engaging, personalized experiences.

Conversation Intelligence makes this possible. Customers will quite literally tell sales teams or customer service reps what they want, what they’re feeling, and what they need. Marketing teams can use these insights to build personalized experiences, using the exact words and phases customers use to get the messaging squarely on the bullseye.

Leveraging Conversation Intelligence in campaign optimization

Optimizing ad spend: Analyzing conversation data for better ROI

Businesses often use multiple marketing channels to communicate with their audience, and one of the primary roles of a marketing manager is to ensure each channel is delivering to its maximum potential.

Conversation intelligence can help with this process, as the tool can tag and sort through conversations unique to a specific channel. For example, marketing teams can compare conversations that occur after a lead places a call via the phone number on an online ad versus after receiving an email. Teams can use this information to analyze customer sentiment and determine which channel is performing better.

By adding Conversation to your Call Tracking plan, marketing teams can go one step further, separating each of their online and offline campaigns with different phone numbers, then analyzing the call data from each channel and as a whole with Conversation Intelligence.

Refining targeting and messaging: Insights from conversations to drive effective campaigns

Marketing teams can spend a long time choosing the words and phrases that form their campaign messaging. Especially when a campaign only uses a few words, it’s vital that each one is selected to create the right response in the target customer.

Conversation Intelligence does half the work for marketing teams by identifying words and phrases customers use frequently at different points as they move along the sales funnel. This means marketing teams can adjust the messaging of their campaign based on where a customer is in the journey, meeting them with the perfect verbiage when it will be most resonant and impactful.

Eliminating wasted time: Cut straight to the point with Premium Conversation Intelligence™

CallRail’s Premium Conversation Intelligence™ unlocks additional time-saving features like call summaries. Call summaries provide teams with a quick-view of every conversation, condensed into a few sentences. These summaries can be filtered by campaign, enabling marketers to promptly identify the types of conversations that their marketing efforts are generating so they can make adjustments accordingly.

Uncovering market trends and competitive insights

Identifying market opportunities: Analyzing conversation patterns and customer needs

Customer service representatives have a lot of information that can serve the marketing team. But it’s not always easy for these two teams – working in different departments – to communicate effectively and share their insights.

Conversation Intelligence bridges the gap between the customer service and marketing departments, allowing marketing teams to tap into every call the customer service team receives. The tool then identifies patterns in conversation, helping marketing teams identify what customers want and what is stopping them from converting.

Call sentiments is another Premium Conversation Intelligence™ feature that marketing managers can use to assess the value of their campaigns. Call sentiments provide marketing managers with metrics they can use as a gauge to assess whether campaigns align with leads’ sentiment as they call in for more information. For example, if sentiment is negative – it may be a sign that your campaign isn’t driving the right leads and it’s time to reassess.

Marketing managers can use this information to lead their team in developing new campaigns, products, or angles to reach customers who aren’t responding to their current marketing, thus increasing the overall number of leads and conversions coming through.

Conversation Intelligence in action: How Wit Digital is saving $4,000 per month with Conversation Intelligence

Wit Digital faced challenges in efficiently and accurately qualifying leads from the high volume of inbound phone calls generated by their marketing campaigns. To address this, they used CallRail's Call Tracking to record calls, but at the time, relied on an overseas vendor to manually analyze and categorize the recordings – which proved time-consuming and labor-intsensive for the agency. Resolving this issue was crucial for Wit Digital as their cost per lead exceeded the industry average.

As the relationship with the overseas vendor deteriorated, and the costs continued to increase, Wit Digital turned to CallRail’s Conversation Intelligence. By powering up Call Tracking with Conversation Intelligence, Wit Digital is saving up to $4,000 per month – and drove down its cost per lead by 64%. Consequently, Wit Digital is getting a better return on its own marketing efforts and retaining more customers as they too get better ROI on their pay-per-click campaigns. Read the full case study here.

Parting advice on Conversation Intelligence

Conversation Intelligence is a gold mine with respect to marketing insights. Teams using this tool have the opportunity to go deeper with customer insights, and action those insights to improve messaging, deepen connection with customers, and uncover new opportunities for growth and sales.

Try Conversation Intelligence for yourself to see how it can save time and drive impactful results for your business. Start your free trial.