What is conversation intelligence?

Conversation intelligence is often used to describe one’s aptitude for effective person-to-person communication. In marketing technology, conversation intelligence refers to insights on lead quality and call outcome gained through call analytics. Some forms of conversation intelligence include call recording, call transcriptions, and call scoring. All of these work in tandem to identify qualified leads for focused ad spend and improved marketing ROI.

Good conversation intelligence results in more than just qualify leads. Here’s how some of the different aspects of conversation intelligence work and what they can do to help marketers better understand what drives calls to their business.

Call recording

Call recording is a simple way to evaluate whether or not a lead is ready to convert. You can record conversations between your sales team and customers to gauge your most qualified leads, then pursue them accordingly.

Additionally, you can use call recording to listen to your employees and how they interact with your customers. This allows you to provide effective coaching to those who need it most — and it helps you identify which employees are the most successful.

A final, lesser known benefit of call recording? It’s great resource for content creationIf you’ve ever struggled to come up with ideas for content, look no further than conversations with your customers. Recording phone calls is a great way to gather insight on topics you perhaps wouldn’t think about otherwise.

Call transcription

How many times have you had a productive conversation with a customer, only to forget exactly what was said? With call transcription, this is no longer an issue. You’ll be able to revisit previous conversations to quickly identify important details and which next steps to take next, including: 

  • Following up with the customer.
  • Whether or not a lead was qualified.
  • Quality assurance for employee’s customer service and sales skills.

Call transcriptions are especially helpful for saving time. Instead of listening to recorded phone calls, you can quickly scan the transcription to find the key points for improved productivity and efficiency.

If transcribing calls manually sounds like more trouble than it’s worth, don’t worry, some call tracking providers offer automatic call transcription to help you save even more time when qualifying leads.

Call scoring for lead scoring

Call scoring takes things one step further than call recording and transcription for even faster lead qualification. This advanced conversation intelligence technology scans your calls and identifies key stats like call time of day, caller location, and call duration, to quickly and accurately qualify leads without you having to listen back to recorded calls yourself.

Call scoring also allows you to be in control of what counts as a qualified lead. For example, you can designate calls that last for a certain amount of time as conversions and then spend more time pursuing those specific callers. You can also use call scoring to see which marketing campaigns deliver the most valuable leads.

Benefits of Conversation Intelligence

The most important question marketers can ask while looking into conversation intelligence is how it will impact their day to day marketing strategy. Here is a list of ways that conversation intelligence can help you optimize your campaigns and efficiently increase ROI.

Save time: How much time do you waste trying to qualify leads to no avail? One of the biggest perks of conversation intelligence is its ability to save you time. By investing in call scoring software, you won’t have to worry about spending hours transcribing and listening back to phone calls yourself. Your software will identify the data for you to help you speed up your process and pursue your leads faster than ever before.

Optimize your staff: Recording and transcribing phone calls enables you to provide better coaching to your employees to help them close more deals.

Increase marketing ROI: How do you know which marketing campaigns drive the most phone calls? With conversation intelligence call scoring, you’ll know the answer for certain. In turn, this allows you to put more money towards the campaigns that work to boost your ROI.

Improve customer service: By efficiently qualifying leads, you can move them further along the conversion funnel faster than ever.  


Conversation intelligence is an essential tool for any business that wants to increase conversions and overall success. Gathering and analyzing caller data will help you optimize your sales strategies, customer service processes, marketing campaigns and so much more to drive more revenue to your business.

To learn more about how call intelligence can improve your business, request a no obligation demo of CallRail, or start your 14 Day Free Trial.


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