Conversation Intelligence for Inbound Marketing Campaigns

Earlier this year CallRail introduced conversation intelligence technology,  making it easier to automatically qualify phone leads and streamline your marketing and sales by focusing on what’s really converting.

Using machine learning, call metadata, and transcriptions, CallRail’s powerful conversation analytics takes the guesswork out of qualifying leads so you can spend less time manually scoring your calls and understand the quality of a call without even having to listen to a recording.

In this post, we’ll discuss how you can use conversation intelligence to optimize your inbound marketing campaigns for better content and drive more conversions.

Why Calls for Inbound Marketing

So why should inbound marketers care about calls? Well for starters, mobile phone usage, specifically when conducting searches has brought in a renewed focus on calls. In fact, BIA/Kelsey has predicted that mobile search will generate 73 billion calls to businesses by 2018. Not only are calls on the rise, but those calls are converting at a rate of 10-12 times more than clicks so it’s important to focus on how we can generate more of them. Luckily, the secret to driving more calls exist in the content of the conversations taking place with your business, and call intelligence allows you to dig deeper into what happens during those calls.

Automatic Call Transcriptions

Transcriptions by CallRail gives you the ability to read your conversations from the call details page for calls made to a tracking phone number. Transcriptions are split up between caller and agent, so you know which text represents each person in the conversation. You are also able to click on a specific part of the transcript to snap to that point in the recording and select specific criteria on which calls to transcribe.

Call Transcriptions save you time by allowing to quickly read what happens during a call. With insight into what features, services, and products callers ask about on calls you can shape your content and campaign strategy around certain keywords or answers to specific questions. The content of the calls can easily inform your marketing strategy by showing you what drives calls to your business.


CallScore takes your call data to the next level. Users have the ability to choose the type of calls they want classified and keywords specific to their industry, allowing CallRail to automatically mark a call as a Good Lead upon its completion. Once the callers that have converted have been recognized, the CallScore feature will populate them as a percentage of total callers in CallRail’s Lead Funnel Report.

Using the lead funnel report, you can view the following:

  • Web Visitors includes website visitors that have called your business, as well as those who did not place a call when they went to your website. Web visitor data will only report visitor tracking sessions.
  • Callers are visitors to your website that dialed one of your visitor tracking numbers.
  • Good Leads are callers that have been classified as a good lead using CallScore or Manual Lead Classification.

Having background information on the keywords that drive qualified leads can be an essential driver of your marketing campaigns. It can not only inform your content strategy, but allow you to cut ad spend by focusing on what is really converting.

Call Recording

Call recording is a rich source of information about your customer’s questions, needs, challenges and possibly amusing anecdotes. The benefit of recording sales and customer service calls is the valuable feedback and insight into what customers want. It can even help you develop content specifically for targeted personas based on what you learn from the call.

Listen to your call recordings and look for tidbits that spark ideas for blog posts, trending topics, or e-book segments. You may find that certain questions come up time and again from a wide variety of customers, or that a specific solution would benefit a certain population of users. Here’s a great blog post with tips for making the most of what you hear:

Content Creation with Call Recording.

Want to learn more about how we score calls? View our infographic here and start using CallRail to optimize your marketing campaigns.