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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Today’s Presenters

McKay Allen,

Inbound Marketing Manager,

LogMyCalls

Michael Boland,

Senior Analyst & VP Content, BIA/Kelsey

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

Let’s Start with Mobile Usage:

Where are we now?

Mobile Usage: Where are we now?

Source: BIA/Kelsey

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

$ B

illio

ns

$7.22

$11.43

$16.08

$20.26

$25.47

$30.30

52%

40%

U.S. Mobile Ad Revenues

Source: BIA/Kelsey

… And Mobile Search is a Big Part of

that Growth

Location Targeted Mobile Ad Spend by Format

Source: BIA/Kelsey

The Result: an Explosion of Phone Calls

to Businesses from Mobile Search

Source: BIA/Kelsey

Good Breaking point for poll question

6.2% (Retail Spending that is e-commerce)

The Rest is All Offline…

12.

Source: U.S. Census Bureau

… But It’s Increasingly Influenced

Online and in Mobile

Source: Forrester

Mobile Search Drives High-Value

Local Conversions

15. Source: Google

…And Quickly

16. Source: Google

The Lesson: Capture that local intent.

Mobile Search = Calls to Businesses

Source: Google

…And High-Value Calls at That

Source: Google

Source: Google

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

…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

Calls Happen Around High Value,

High Consideration Purchases

Source: Google

Source: Google

In Total, This Leads Up to a Booming U.S.

Call-Based Advertising Market

Source: BIA/Kelsey

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?”

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

Raw # of calls

Referring Source

Keywords (Maybe)

Call Duration

Traditional Call Tracking

Conversation Analytics

• Millions of calls analyzed

• Across dozens of industries

• Data extracted by

Conversation Analytics

Conversation Analytics Data

• Conversion:

• Appointment Set

• Sale Made

• Reservation Made

• Commitment to Buy

• What’s your conversion

rate?

Conversation Analytics Data

- 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

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?”

• Massive opportunity for increased revenue

• Agencies love this

Conversation Analytics Data

• 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

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

fault’

• Calls in which there was a conversion event are longer

• Varies dependent on the industry

• Causality?

• Agent politeness a measure of basic words and phrases that

indicate politeness

• The agent is more polite on converted calls

• Agents perform 41% better on converted calls

• Hundreds of factors influence sales skills

• Important for marketing departments and agencies

- 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

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

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%

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Thank You! Questions?

www.logmycalls.com