Why Call Duration is a Bad Measure of Lead Quality

Presenter

McKay Allen, Dir of Content and Communications– Speaker at LeadsCon, SMX,

SMSS, and Content Marketing Conference

– Former TV News Anchor– Written for Forbes, MSNBC,

Search Engine Journal, Search Engine Watch, and PPC Hero

Call Marketing Optimization

Attribution

Which sources, channels, campaigns, affiliates, publishers, and keywords

generate phone calls…and which don’t.

Organic Search

Display Mobile Paid Search Direct Mail

Analytics

Analyze the words, phrases and tone of the call to extract deep data.

Phone calls are simply processed through the Conversation Analytics tool and the extracted

data is available in real time.

With the use of sophisticated speech recognition technology and natural speech

algorithms, Conversation Analytics is able to analyze phone calls without human assistance.

AutomationWorkflow-based marketing automation for

calls.

Call Duration

Billable calls typically over 90 seconds or 120 seconds

Industry standardThe way it’s always been doneRelatively simply and unsophisticated

Call Duration – The Bad

Is pretty archaic – compare to web analytics

Very little data about call itselfReliance on a single metricCan be misleadingMost companies don’t track

conversion rate based on duration

Case Study – Call Duration

Large Publisher- Generating millions

of calls per month. - Bases billing off of

calls over 2 minutes

The Analysis- Started analyzing calls

through Convirza’s platform

- Millions of calls analyzed over a period of several months

Case Study – Call Duration• % Silence

– 31% of calls over two minutes had % silence that was over 50%– On hold– Developed a metric for % of silence that was acceptable

• Call Spam– Significant # of calls over 2 minutes were spam calls – Growing problem in the industry

• Lead Quality Score– In theory call length should correlate to lead score– Not the case– Calls under 2 minutes had nearly the same lead score as calls over

2 minutes

Duration—by itself—is not a good indicator of lead quality.

There are simply other far more important things that happen on the

phone that are better indicators of lead quality.

Advanced Lead Scoring

DurationSales InquiryPrice RequestDepth of Sales ProcessCaller SentimentObjection LanguageNegative EmotionsBuying SignalsPersonal Information

Significance of Lead Score

Okay, lead score is great, but why does it actually matter?  Does a higher lead

score actually produce more revenue?

Well, yes, actually…

Significance of Lead ScoreScore Conversion %

0-19 0%20-29 0%30-39 4%40-49 21%50-59 41%60-69 67%70-79 72%80-89 97%

90-100 100%

What We’re Saying…

Duration is not unimportant. However, it is only one factor in determining the

quality of a phone call. And yet, the entire industry bases billable calls off

of duration, almost exclusively.

How to Use Us

• We are not a ‘pay-per-call company’ – We are Call Marketing Optimization • Call Tracking – We provide you the

numbers. Still use RingPartner. • Layering – Layering our analysis on

top of whatever platform you’re already using.

• Pushing your providers to integrated with us. Asking them for this data.

The Future of Lead Scoring is Here

Thank you!

McKay AllenDir. of Content & Communications

mallen@convirza.com