No matter where you look these days, it seems that artificial intelligence is everywhere. Across industries, business leaders are searching for ways to incorporate AI-powered tech tools into their workflows to boost efficiency and improve customer service. In fact, a recent Gartner report projects that by 2025, organizations that use AI across the marketing function will shift 75% of their staff’s operations from production to more strategic activities.

But having access to cutting edge technology is only half the battle. Marketers need confidence that the insights AI surfaces from mountains of their data is actionable and accurate. Conversations with leads and customers are rich in information that can help you improve your external relationships and business processes. But analyzing these calls manually is a near impossible feat, and generative AI like ChatGPT isn’t built for that.

Enter: voice AI. Conversation intelligence solutions use AI to record and transcribe speech. Purpose-built conversation intelligence actually understands what people say, rather than simply transcribing it, which means it can also surface summaries and sentiment analysis. This type of conversation intelligence is incredibly good at its job, and the results it drives are accurate and reliable.

Marketers at businesses that experience high call volumes can gain access to rich conversation data that can be used to optimize and improve marketing performance and lead conversion. The more phone calls these businesses receive, the more valuable insights they can unlock.

The best part? Although generative AI tools like ChatGPT are making headlines, artificial intelligence has been around for years, quietly helping businesses surface insights from their wealth of data. Conversation intelligence is just one of the many proven use cases for AI.

Here are four ways AI-powered conversation intelligence enables marketers at call-intensive businesses to save time on call analysis and improve ROI.

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Identify your best leads

Pinpointing which marketing efforts drive high-quality leads is the first step to optimizing ROI. Marketers need to have a clear profile of their top converting, highest value prospects and understand how they’re interacting with marketing campaigns. Multi-channel attribution connects the dots between online interactions (like a click on a PPC ad) and offline conversions (like a phone call driven by an ad) to create a complete picture of the customer journey.

When marketers layer on conversation intelligence, AI automatically tags, qualifies, and prioritizes those leads based on their likelihood of converting. This allows them to create more effective campaigns that generate higher-quality leads for replicable success.

What’s more, voice AI technology immediately flags leads that need escalation when certain words or phrases are spoken, indicates when talk tracks aren’t followed, and notes when promises are made to customers. With these actionable insights on their side, marketers can ensure each and every point of interaction with their customers moves the needle toward conversion.

Precisely target buyers

One of the biggest challenges marketers face is accurately targeting buyers with the right message at the right time. AI-powered conversation intelligence can help businesses optimize their keyword bidding strategies based on words and themes automatically surfaced in call transcripts, thereby helping marketers determine which keywords are most likely to generate high-quality leads and adjust accordingly.

AI can also help businesses intelligently re-target high-value leads by providing insights into their behavior and preferences. Certain keywords will resonate with different customer demographics, which means marketers need a keen understanding of how their messaging piques the interest of target personas. By understanding what messages and campaigns are most effective at converting their best leads, marketers can tailor their website landing page (or other ad copy!) to resonate with prospective buyers.

Integrate with Google Ads for auto-optimization

Google Ads has established itself as a powerful tool for businesses looking to reach new audiences and generate new leads. By integrating AI-powered conversation intelligence with Google Ads, businesses can auto-optimize their ad campaigns based on the insights they gather from calls with leads and customers. For example, they can optimize pay-per-click (PPC) campaigns to save on ad spending by aligning ads to the customer’s voice.

Businesses can also identify which PPC search keywords are driving offline phone call conversions by automatically matching individual inbound telephone calls to the search keyword the caller used to find their website. Not only does this help businesses understand which marketing sources are driving calls, it can also drill down to the individual search keywords and link calls to specific web visitors.

Integrating with Google Ads allows businesses to automatically adjust their ad targeting based on the keywords and themes surfaced in call transcripts and summaries. The guesswork is taken out of marketing performance and grounded in real, tangible takeaways that make the marketer and their organizations smarter as a whole.

Create campaigns that convert

By treating their calls like mini focus groups, businesses can use AI-surfaced conversation themes and trends to fine-tune campaign messaging that attracts more buyers. Conversation intelligence analyzes the language and tone used by their best leads, allowing marketers to determine what messaging resonates best with their audience and create campaigns that speak directly to their needs and interests.

If marketers care about ultimate ROI, they need visibility into calls and call outcomes. Gone are the days where marketers can drive leads at the lowest possible cost without regard to quality. Tracking calls unveils lead quality, whether those leads are appropriately handled, and call outcomes. Using these insights to refine marketing messaging so it directly addresses customer pain points across relevant blog posts, social media blasts, email campaigns, and sales conversations can help businesses generate higher-quality leads and improve overall ROI.

Embracing the (right) bot

If you’re a marketer at a call-intensive business and aren’t using conversation intelligence, you’re leaving insights trapped in your call data. By investing in the right tools to unlock them and put them into action, you’ll see meaningful ROI immediately.

AI-powered conversation intelligence helps businesses create replicable campaigns that convert. Don’t let your calls go to waste – with conversation intelligence you can improve your marketing ROI and shift your focus from production to more strategic activities.

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