Phone Calls: How To Close This Gap In Lead Management

girl on phone

Phone calls are arguably the black hole in lead management. Why? Because calls are now the highest converting lead source for most businesses, yet a large number of companies are still putting funding into digital advertising without an idea of how these investments are bringing in leads. According to Gartnerout of 14 categories of marketing activity, 65% of marketing leaders surveyed told us they plan to increase their spending on digital advertising.”

The fact remains, customers will close a sale when they are ready, not when the company is ready to sell to them. When they do call, that interaction is more likely to result in a sales lead than relying on web marketing alone.

It’s not that the marketing isn’t working, it is…phone numbers are being dialled and click to calls are initiated as a result of marketing efforts. Proving the ROI of this ad spend is where many brands are at an impasse. The ability to accurately measure campaigns is the goal of most marketing teams and yet the hole is there, how do you measure offline interactions and manage the leads that come from them, especially phone calls?

Understand who the lead is going to

When multi-locational brands like those in the automotive sector send qualified leads to their vendors, the expectation is that follow up is immediate. Not always, it can be difficult for brands to trace the customer journey when they leave the brand website. Using workflows can set up a lead nurturing protocol for vendors so that calls are not missed and brands have full visibility of every step.

Call data is gold, use it

Seriously. Stream call data into software that can meld into an existing system. It’s easier than it seems. With this data, build digital profiles for customers to create personalised experiences for every caller and help sales teams understand exactly who they are selling to – resulting in higher conversion rates.

Infosys found that 59% of shoppers who have experienced personalisation believe it has a noticeable influence on purchasing. Despite the stats, there is a startling lack of investment in personalisation technology, according to Pure 360 via econsultancy, “38 per cent of companies are not undertaking any personalisation.”


Calling customers aren’t going away anytime soon and despite the advances in communication technology, large purchases still need the cushioning of a good conversation. Technology is accenting this process with features that make it beneficial for both ends of the line. Fill the gap by paying attention to who’s calling.

Via: Gartner, Pure 360.

The Meghan Markle Effect: Luxury Brand’s Call Volume Skyrockets

The Royal Wedding of Meghan Markle and Prince Harry may have cost over £30 million but its expected to generate much more than that even now. The previous nuptials of Kate and William in 2011 brought a reported £2 billion to the UK economy and this recent event could produce even more. As a brand, the younger royals are on fire.

This focus is placed primarily on the Duchesses, Kate and Meghan. Both have a knack for wearing a piece of high-end clothing or jewellery that sells out soon afterwards. Their power as influencers is something luxury brands are desperate to align themselves with.

Meghan’s wedding dress was from design house Givenchy, which according to Influencer DB gathered a massive amount of attention from the public over the royal wedding weekend. “The brand was mentioned 3,002 times and generated 12,234,710 likes on Instagram, meaning that its earned media coverage sat at around £2.1 million,” writes Harper’s Bazaar via Influencer DB.

The dress wasn’t the only thing on her person that packed a commercial punch during that weekend. The Duchess was also sporting diamond earrings and a bracelet from a certain French luxury goods conglomerate. It was these pieces, which had company phones ringing off the hook.

Freespee data shows that Meghan had a stellar effect on the number of calls coming into a luxury brand in the United Kingdom. The Germany branch saw a similar spike. Diagrams below show roughly what we like to call, “The Meghan Effect.”

Via: Harper’s Bazaar

Pay Per Lead (PPC) in the UK

After a 3 hours meeting with one of the most successful search engines for real estate in the UK, I realize that UK is the European answer to US in terms of performance based marketing.
The performance based business model is not just a word everyone is talking about, it is also implemented in daily business transactions. In addition, the UK market has already tried advertising setups with no phone numbers, hence 100% focus in driving traffic from the Advert to the advertiser web site or on online form for requesting a proposal. The reason behind this setup has been the inability to trace phone calls.
What happened?
Consumers didn’t appreciate it. Our statistics  show that up to 50% of the visitors of a vertical search engine service wants to contact the advertiser for a voice conversation. All efforts to make this complicated, drives down the value of the service.
Ironically, the average sales conversion rate for an inbound call is 60-70% in most industries. Average sales conversion rate for a click through is 1-2% in most industries. Hence, the value of the call is up to 30 times higher than the value of a click.
In UK, online business has understood this and are now looking for the best tech companies that can help them monetize on generated voice contact leads.
For this reason they contacted Freespee. With traditional display numbers, there is no business case in tracing traffic for an Advert with less than 5-10 calls per month. The Freespee number algorithms enable our customers to trace phone calls for all Adverts, even those with 1 call per year.

How a Freespee number helped a car rental service

A week ago one of our customers, a nation wide car rental service, were looking at their call stats from their market spending in Yellow pages. They were very satisfied with the volume of received calls, but the number of missed calls was also too high.
We showed them how too drill down into detailed call analytics in Freespee Advertiser. Now they could see a pattern in the missed calls. It was an easy fix by better resource planning and now all calls are answered.
If a typical order is worth 250 EUR, I guess they are satisfied.

Track Local Listing for all advertisers!

Freespee is currently implementing Freespee Numbers to all Local Listing Advertisers in a selected European country. This is done for the largest Local Search engine in the specific country.
And yes, a Freespee Number to every advertiser in the entire directory inventory means n x 100 000 Freespee Numbers. No problem for us.
Who is the client and which is the country? We can’t tell you.  But we are happy to show you how it works.