Marketers spent more than $78B to generate phone calls in 2013. Calls matter. What are the differences between the calls that resulted in a conversion (appointment, reservation, sale) and calls that didn’t result in a conversion? Is there a ‘formula’ that will allow you to convert more calls and increase your revenue? How is a converted call different than a non-converted call? After analyzing millions of phone calls from dozens of industries in the first 4 months of 2014, LogMyCalls has deciphered the differences between converting a call and not converting a call. We will share with you the critical factors in improving your chances of converting more calls. In this webinar we’ll discuss the elements of a converted call. This is revolutionary data never seen before: Missed opportunities for revenue Determining calls that are good leads or great leads The impact call length has on conversion?

1. The 11 Elements of a Converted Call
Speakers:
McKay Allen, Inbound Marketing Manager, LogMyCalls
Michael Boland, Senior Analyst & VP Content, BIA/Kelsey
Tuesday July 8, 2014 1:00 EDT, (10:00 PDT)

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3. Today’s Presenters
McKay Allen,
Inbound Marketing Manager,
LogMyCalls
Michael Boland,
Senior Analyst & VP Content,
BIA/Kelsey

4. About BIA/Kelsey
Market Intelligence
Industry Forecasts, SMB Research, Consumer
Studies, Market Data
Insights & Analysis
Custom Research, Market Vetting, Competitive
intelligence,
Funding
Investment Banking & Mezzanine Funding
Conferences
A-List Events for Local Media Execs and
Startups

5. Let’s Start with Mobile Usage:
Where are we now?

6. Mobile Usage: Where are we now?
Source: BIA/Kelsey

7. Further Support of Location
Relevance in Mobile
7.
$4.35
$6.88
$9.05
$11.05
$12.95 $14.56
$2.87
$4.54
$7.03
$9.22
$12.52
$15.74
$0
$5
$10
$15
$20
$25
$30
$35
2013 2014 2015 2016 2017 2018
Non-location Targeted Location Targeted
US$Billions
$7.22
$11.43
$16.08
$20.26
$25.47
$30.30
52%
40%
U.S. Mobile Ad Revenues
Source: BIA/Kelsey

8. … And Mobile Search is a Big Part of
that Growth
Location Targeted Mobile Ad Spend by Format
Source: BIA/Kelsey

9. The Result: an Explosion of Phone Calls
to Businesses from Mobile Search
Source: BIA/Kelsey

10. Good Breaking point for poll question

11. 6.2%(Retail Spending that is e-commerce)

12. The Rest is All Offline…
12.
Source: U.S. Census Bureau

13. … But It’s Increasingly Influenced
Online and in Mobile
Source: Forrester

15. Mobile Search Drives High-Value
Local Conversions
15.Source: Google

16. …And Quickly
16.
Source: Google

17. The Lesson:
Capture that local intent.

18. Mobile Search = Calls to Businesses
Source: Google

19. …And High-Value Calls at That
Source: Google
Source: Google

20. The Other Side of the Coin:
Businesses Want Calls
Source: BIA/Kelsey Local Commerce Monitor™ (LCM) Wave 17, Q3/2013 (and prior waves, if relevant). Methodology: Online panels.
38.4% 38.7%
26.1% 28.7%
19.2% 15.8%
28.0%
19.5%
28.0%
15.0%
9.5%
9.7%
66.4%
58.2%
54.1%
43.7%
28.7%
25.5%
0%
20%
40%
60%
Good Excellent

21. …And in High-Value Verticals
Source: BIA/Kelsey Local Commerce Monitor™ (LCM) Wave 17, Q3/2013 (and prior waves, if relevant). Methodology: Online panels.
35.4%
25.3%
37.5%
28.3% 26.7% 23.9% 29.2%
42.7%
44.3%
31.2%
40.2%
35.2% 35.2% 25.0%
17.1%
24.1% 25.0% 25.0%
20.3% 26.8%
16.7%
0%
20%
40%
60%
80%
100%
Excellent Good Fair

22. Calls Happen Around High Value,
High Consideration Purchases
Source: Google
Source: Google

23. In Total, This Leads Up to a Booming U.S.
Call-Based Advertising Market
Source: BIA/Kelsey

24. The Lesson?
 Users: Mobile usage exploding; Commercial
intent is there
 Advertisers: They want phone leads
 The Market: Major growth in call volume and
ad dollars
 Takeaway: An explosion of calls is coming
whether we like it or not. Take it as an
opportunity to drive, track and get credit for
them.
 The Remaining Question: “How?”

25. What is LogMyCalls?
• Business intelligence and call analytics
• Lead scoring and deep analytics for
the phone
Global Start-Up Grand Prize Winner
- 2500 companies competed
- LogMyCalls selected

26. Raw # of calls
Referring Source
Keywords (Maybe)
Call Duration
Traditional Call Tracking

27. Conversation Analytics

28. • Millions of calls analyzed
• Across dozens of industries
• Data extracted by
Conversation Analytics
Conversation Analytics Data

29. • Conversion:
• Appointment Set
• Sale Made
• Reservation Made
• Commitment to Buy
• What’s your conversion
rate?
Conversation Analytics Data

30. - Appointment
- Dentist, doctor, tire, auto,
plumber, HVAC
- Commitment to Buy
- SaaS, BtoB, big ticket
- Reservation Made
- Hotel, spa, rental car,
equipment
- Purchase Made
- Subscription, CC info
Conversation Analytics Data

31. The Q1 Call Report
• A direct invitation for the caller to become a customer
• Examples:
“We have an opening at 2:00. Can we get you set up?”
“Why don’t we go ahead and reserve the room?”

32. • Massive opportunity for increased revenue
• Agencies love this
Conversation Analytics Data

33. • Remember the data from the previous infographic
• Asking for the Business makes the caller 10.4x
more likely to buy
• And yet…87% of the time, agents don’t ask for
the business

34. • Lead quality matters A LOT – It isn’t ‘the sales guys’
fault’

35. • Calls in which there was a conversion event are longer
• Varies dependent on the industry
• Causality?

36. • Agent politeness a measure of basic words and phrases that
indicate politeness
• The agent is more polite on converted calls

37. • Agents perform 41% better on converted calls
• Hundreds of factors influence sales skills
• Important for marketing departments and agencies

38. - Formula for converting 80% of your calls – 8 of 9
- Compliment – Agent compliments caller
- Politeness – Agent is basically polite to caller
- Acquired Address – Agent gets caller’s address (even city or state)
- Acquired Name – Agent gets the caller’s name
- Acquired Phone Number – Agent gets the caller’s phone number
- Sales Inquiry – Caller’s not asking for directions or dialing the wrong
number
- Ask for Business – Agent asked directly for the business
- Ownership Language – Agent used ownership language – ‘I can help
you with that’ or ‘You’ve called the right place.’
- Determine Needs – Open-ended questions

39. Case Study: NES
- Problem
- Integration with property
management and lead management
- Provide clients value and data: CPL,
Traffic to Appointment, Cost Per
Lease
- Solution
- Missed Opportunity notifications
- Bundle via API – ‘Wow factor’
- Close rate data

40. Case Study: Grand Lucayan
- Problem
- Spending millions to market
across Eastern seaboard – ATL
and Carolinas
- Not tracking conversion rates
- Solution
- Track conversion rates by zip
code and area codes
- Tracking conversion rates –
improved 157% in 6 months
- Close rates up from 7% to 18%

41. http://digitalmarketingdepot.com
webcasts@digitalmarketingdepot.com
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Thank You! Questions?
www.logmycalls.com