B2B Marketing SIG
Topic: Phone Calls and Chat – The New “It” Leads
Facilitator: Anne Baum, Search Marketing and Analytics Lead, Global Cloud
As marketers, we live by our lead KPIs. CPL, ROI, etc. are part of our everyday vocabulary however, we often think about leads as online actions that result in a form submitted or an e-mail sent or newsletter sign-up. However, in the complex world of B2B, there are two lead types that are often overlooked, underutilized, or untracked. The phone call and the chat.
It is predicted that phone calls will reach 162 billion by 2019, up from 77 billion in 2014 (https://blog.biakelsey.com/index.php/2015/06/24/calls-to-businesses-from-smartphones-will-reach-162-billion-by-2019/). In addition, chat is becoming an increasingly common way for potential customers to get immediate, personalized answers from a brand.
In this session we will discuss the following:
- What is Phone Call Tracking and Live Website Chat?
- Why is it so important to your organization?
- What data can be gathered and how can it be used to improve marketing and sales?
Anne Baum is the Search Marketing and Analytics Lead at Global Cloud. Anne recently joined Global Cloud with 11 years of digital marketing and AdWords experience, and is both Google Analytics and AdWords certified. Over the course of her career, she has helped many brands define and deliver their paid search strategy and has been recognized by organization such as Search Engine Strategies, Local Search Association, and the Direct Marketing Association for her Pay-per-Click management.
About this SIG: Provides relevant and timely B2B resources, insights, and interaction to an ever-expanding group of attendees in a collegial, real-world, problem-solving environment. Meetings are held on the 3rd Thursday of the month.
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