Companies are under constant demand to provide consistent and secure online experiences and transactions.

Authenticating consumers, however, often serves as the biggest challenge for e-commerce retailers.

Retail e-commerce sales in the United States are expected to grow 56% through 2026, according to eMarketer and Statista. Yet, e-commerce losses due to digital payment fraud in 2022 amounted to $41 billion globally, and industry analysts predict that figure will reach $48 billion by the end of 2023.

The plague around the practise requires e-commerce companies, as well as performance and affiliate marketers alike, to purge their processes.

To help you gauge the effectiveness of your fraud prevention measures, we’ve introduced a brand-new tool: the Marketing Fraud Prevention Proficiency Quiz.

Take the Quiz

One of the companies leading the charge against fraud detection and identity verification practises is Kount, an Equifax company and fraud prevention and digital identity solutions provider.

Kount’s technology builds personal profiles with hundreds of data points — propensity to spend, buying habits, payment history, and more — so that businesses fully understand who is interacting with their brand.

Kount’s network uses artificial intelligence and machine learning to connect trust and fraud data signals from 32 billion digital interactions, 17 billion devices, and five billion yearly transactions across 200 countries.

The Boise, Idaho-based brand — which was acquired by Equifax in 2021 for $640 million protects more than 9,000 businesses worldwide, including the likes of eHarmony, Getty Images, AMC, GNC, and Bodybuilding.com, among many others.

How have advances in technology contributed to the prevalence of online fraud?

Przybyla: The advances in technology have not only brought benefits and increased the ease of online interactions but have also made it easier for both criminals to exploit emerging technologies for their own gain. Cybercriminals have evolved their methods for targeting platform data and thus obtaining consumer personal information. Once obtained this information can be traded in the dark web resulting in sophisticated fraud attacks.

Schaffer: Within the affiliate marketing industry, automation tools used by bad actors to perpetrate fraud are evolving and becoming more sophisticated by the day. Scripts, bots, and other mechanisms that emulate the behaviour of real users create an environment where significant amounts of personal data can be manipulated to generate fraudulent leads. These tools, coupled with additional technological advancements related to both data scraping and identity fraud, create a challenge for the industry to identify and reduce this type of fraud.

How have e-commerce businesses become more susceptible to fraud? What areas of the business are increasingly vulnerable?

Przybyla: E-commerce has a higher susceptibility to fraud since it doesn’t require a physical presence of either the customer or the payment method at the point of transaction. The fraudster can simply buy stolen credit cards from the dark web and use the information to make purchases in a way that allows the fraudster to remain anonymous and perform the attacks from anywhere in the world.

How have businesses that rely on lead generation become more susceptible to fraud? What areas of the business are increasingly vulnerable?

Schaffer: Lead generation fraud takes many forms. The lack of adequate and standardised fraud prevention and detection measures coupled with the ever-increasing complexity of lead generation processes expose businesses to purchasing fake leads. When left unchecked, this results in significant financial losses, exposure to compliance violations, misplaced attribution, and reputational damage.

What fraud prevention measures are most effective for e-commerce businesses?

Przybyla: Implementing an end-to-end solution that incorporates both supervised and unsupervised machine learning is the most effective way of preventing fraud in e-commerce. Unsupervised machine learning detects emerging attacks and is able to identify the characteristics and patterns of the attack. Supervised machine learning takes historical insights and recent outcomes to confidently assess the risk associated with a transaction. Making sure you combine artificial intelligence and machine learning with a solution you can implement at various interactions in the customer journey, like Kount, can help detect fraudsters sooner and prevent their flow through the journey.

What fraud prevention measures are most effective for affiliate marketing businesses?

Schaffer: Deploying thorough and customised validation rules and processes which verify the legitimacy of leads in real-time and filter out fraudulent traffic requires systems capable of verifying contact information, such as email addresses and phone numbers, as well as identifying anomalies related to both individual user behaviour and abnormal changes in KPIs associated with a given lead source.

Which fraud prevention security measures should be used in conjunction to provide the best possible protection against fraudsters?

Przybyla: State of the art artificial intelligence and machine learning combined with tried and true fraud expertise capable of assessing your fraud strategy and providing insights and recommendations to optimise your fraud strategy is the best way to stay ahead. Successful fraud prevention strategies don’t just focus on keeping out the bad guys. Instead, they focus on providing the best customer experience while simultaneously increasing revenue.

Schaffer: Usage of a robust tracking platform with integrated fraud detection capabilities combined with effective monitoring and analytics is a key requirement for any business looking to prevent fraud. This, however, must be utilised in tandem with creating thorough vetting and due diligence processes when selecting affiliate partners.

How are Kount and Phonexa staying at the forefront of fraud protection and keeping business both safe and confident? What are some of the recent milestones you’ve accomplished on this front?

Przybyla: Attack vectors are constantly evolving and becoming more sophisticated. Combining the best in class artificial intelligence and machine learning technology with a data network composed of both depth and breadth allows Kount to provide accurate and confident responses in real-time. Creating APIs to access evaluations and scores at various interaction points in the customer journey allows merchants to make confident decisions around the customer trustworthiness. Kount’s 360 platform will combine Kount’s technical expertise with Equifax data to provide an end-to-end solution to assess the trustworthiness of the payment event, customer identity, and event compliance within a single platform at various points in the customer journey.

Schaffer: Our customer needs in their respective businesses are unique, so we’ve created an all-encompassing anti-fraud toolbox, iClear, that allows them to rapidly customise multiple layers of fraud detection and prevention. Additionally, we have built integrations with other leading fraud prevention providers to give our customers the flexibility to deploy third-party services within the Phonexa platform.

About the Experts

Scott Przybyla is the Vice President of Global Channel Partners at Kount, an Equifax Company. He joined Kount in 2018 to run the Direct to Merchant side of the business. In 2021, Scott assumed the role of leading the Global Channel Team where he is responsible for ensuring partners worldwide are protected against online fraud so that individual merchants/sub-partners can grow revenue efficiently and safely. Scott has been in leadership roles for 25 years and always in customer-facing positions. Prior to joining Kount, Scott worked in the commercial real estate industry where he led teams of agents who sold a variety of investment properties.

Jeff Schaffer is the Chief Operating Officer of Phonexa and drives new initiatives and expands brand awareness for the company. Schaffer is a seasoned business professional and executive with over 22 years of experience in business management, sales development, and digital marketing transformation. His diverse experience has landed him in leadership roles across top firms in financial services, insurance, e-commerce, and performance marketing.

Some in the digital marketing space are becoming quite uneasy over the many changes in data marketing. The diminishment of third-party data from major firms like Google and Apple has been especially unnerving to many. But there are still a multitude of ways that marketers can utilize data in their strategies.

Here are six examples of how data and data analytics can be used, even if you do not have access to cookies and other types of third-party data.

First-Party Data

In lieu of third-party data, companies can still find great value in using their first-party data—which is simply data that you alone have access to because of customer and existing marketing efforts. There is great value in first-party data because it is proprietary to your business and reflects your specific efforts and consumer audience.

First-party data can be collected through a variety of means, including call tracking, lead tracking, client surveys, click tracking, email marketing, and more.

Automation

A key to actually utilizing your data is to use automation in your data collection and analysis. Tools, like a lead management system or call analytics will help to organize your data and format it into reports to highlight opportunities for marketing optimization.

Caller Details

By using call tracking, a business can see the performance of all their call campaigns or get a more granular view by looking at call details. With caller details, you can get insights like where your calls originated, when callers dialled you, how long the call was, and more. These particulars of each call can add up to tell a story about the efficacy of your call campaigns.

Predictive Analytics

One of the most powerful uses of data comes in the form of predictive analytics because it gives firms the ability to plot out future campaign initiatives while minimizing their risk. Predictive analytics uses your existing data with predictive modelling to forecast probable outcomes for your campaigns under different variables.

With predictive modelling driven by data, you are able to forecast your profits that could result of expanding which territories you target or what hours your call centre is open. By providing you with a glimpse into the future, predictive analytics can have a major impact on your business just by using first-party data.

Comparison Reports

With a greater volume of data comes more opportunities to use it, and that couldn’t be more apparent with the usage of comparison reports. These reports allow marketers to see data sets side-by-side, looking at differences in performance on a day-to-day, month-to-month, or year-to-year basis.

These comparisons can show the success or ineffectiveness of new initiatives or reveal trends that can be capitalised upon. By comparing data from different times, marketers are able to see how their campaigns have performed and make strategic adjustments.

Integrations

The key to having a data-driven marketing strategy begins with having a data-driven tech stack. You must be able to collect data from varying sources. If your marketing funnel is not integrated in a way that shares data, it might be time to look at a new solution for your tracking and distribution.

Lead generation is the lifeblood of any successful company, even more so when that company operates in the B2B sales space. Marketers are given credit for driving growth or held accountable if they don’t do enough of it. Yet, despite the pressures of the industry, lead generation is elusive for many organizations.

During the most recent MailCon conference in Las Vegas, this topic was front and center. Powered by Phonexa, MailCon brought together professionals from all across the omnichannel marketing industry to discuss trends in lead generation, technology, and other related subjects.

This is also where Phonexa’s Chief Strategy Officer Amanda Farris joined forces with Curt Freiden, Everflow’s Vice President of Business Development, to uncover critical topics around lead generation in a panel-style discussion.

Their session, titled “Sustainable Strategies for Lead Generation,” took a deep dive into some exceptional tactics and technology marketers can implement to back their lead generation.

What follows are our five key takeaways from the session.

Stay tuned for future MailCon events, partnership opportunities, and more. 

Lead Generation Is In Constant Evolution, And You Must Keep Up

The industry is ever-evolving, and what’s applicable today may not work tomorrow, so staying on the cutting edge of technology, asking the right questions, and following trends make all the difference in the marketing world.

The duo emphasized the importance of being open to change in practice and keeping a conservative mindset in adhering to what they already know works in lead generation.

Challenges Are Often The Solutions In Lead Generation

Many marketers and their subsequent companies fall down the rabbit hole of missed opportunities and a shrinking ROI because they fail to follow and track lead generation campaigns.

In simple terms, companies continuously launch lavish and costly campaigns to attract a new and dynamic audience, but they don’t realize that if these campaigns aren’t relatable to the target audience, they’ll drive little to no traffic toward their lead funnel.

On the other end of the scope, however, we see companies — small and large — tracking and following their metrics and the many analytics tools their marketing automation platforms provide them. While many find data an overwhelming aspect of marketing, the right data will make or break any marketing campaign.

In that sense, having the right platform to back a company’s marketing efforts hugely affects how marketers in charge of lead generation view and interact with campaign metrics and additional data.

Traditional Best Practices That Resonate In Lead Generation

Analyzing marketing data and understanding where each lead is coming from and where it’s headed materializes successfully by allowing companies to skip the long route in understanding how they can maximize profits and increase the number of leads they’re funneling through the sales pipeline.

Farris and Freiden also stressed the essence of utilizing dynamic numbers and setting cost-per-lead pricing models within their lead generation campaigns to maximize their profits.

Evaluating Lead Sources & Questioning Everything

Fraud and inefficiencies are often overlooked or missed when working with a diverse lead generation network with affiliates and publishers. However, networks can take precautionary measures to ensure that these errors don’t occur often.

According to the speakers, considering the source of the traffic or lead, understanding price breakdowns, asking for disposition reports, and getting a feel for the seller’s relations with others in both the publishing side and the affiliate side should set off any red flags that may arise at any point during the lead selling and transferring process.

Identifying Red Flags & Fraud Warnings In Lead Generation

Lead generation is all about cultivating a back and forth relationship with the source that provides a company their leads. This is intentional because it improves the visibility of how leads are generated, their interest level, and the publisher’s dedication and honesty to the buyer.

Of course, there are many cases of fraud every single day in lead generation, where companies lose thousands of dollars to fake or low-intent leads. When on the buying end of the lead transaction, Farris and Freiden recommend that buyers get on a call to generate a relationship with the publisher and understand whether this transaction can be subject to any unethical action.

Other vetting activities can include setting price thresholds for each campaign, checking the IP addresses of the leads in conjunction with that of the seller, and checking conversion rates of the leads sold by the publisher.

When your marketing efforts are backed by a SaaS product like the Phonexa’s all-in-one marketing automation solution for calls, leads, clicks, email, SMS, accounting, and more, you gain complete visibility into these metrics and more, which allow your CRM tool to make intelligent decisions around their lead generation campaigns.

Schedule a consultation to learn more about the Phonexa platform and how its all-in-one suite of marketing automation tools and products can power your lead generation tactics and avoid pitfalls. 

Click here to learn about Everflow and how it can help you track performance and integrate your tech stack.

With an impressive 23.53% CAGR and 15.1 GW cumulative solar capacity, the UK’s solar market is a fertile ground for solar lead generation of all types and scales. And you can get your piece of the pie too, whether you manufacture, install, or maintain solar panels.

Chances are the only thing separating you from exponential growth is the right lead generation strategy. If you have one, congratulations: you’re already in the winning spot. And if you lack one…then read this solar lead generation guide to bridge the gap.

In the following chapters, I’ll dig deep into the three fundamental solar lead generation strategies:

• Solar lead generation using earned media
• Solar lead generation using paid advertising
• Buying solar leads from third-party providers

via GIPHY

The Three Solar Lead Generation Pathways

For those willing to get the gist of it without digging deep into the matter, I’ve created an overarching table to put all three lead gen methods into perspective.

Here you go:

All these solar lead generation strategies are viable under specific circumstances, but it’s usually better if you combine all of them instead of relying on a single traffic channel.

For example, if you’ve generated a decent number of organic solar installation leads but can’t drive enough maintenance leads, you can leverage paid ads or buy these leads from lead generators. The advantage of buying solar leads is that you can narrow it down to specific demographics and psychographics, maximising your conversion potential.

Chapter 1 – How To Generate Solar Leads Using Earned Media

Solar lead generation using earned media is the only way to get solar leads for free and guarantee yourself a steady flow of customers in the long run. However, attracting a significant organic audience requires compelling content, sharp marketing acumen, and timing.

Here are the 5 pillars of organic solar lead generation:

• Email marketing
• Social media marketing
• Content marketing
• Referral marketing
• Offline marketing

Before I elaborate on these aspects, let me introduce the common challenges most solar companies face on their way to sustainable organic lead generation:

And now let’s get back to our 5 pillars of organic solar lead generation.

Organic Solar Lead Generation Pillar #1 – Email Marketing

Not only is email marketing on the rise – 50.8% of email marketing professionals doubled their ROI recently – but it seems a natural fit for solar products. From general educational content to personalised emails, you can cover every target lead group with various email formats and even impress recipients with AMP emails that enable instant purchases.

Here are some specific emails you can send to different solar leads:

• Welcome emails to users who have just signed up for your website
• Follow-up emails to users who have installed an app or downloaded a guide
• Engagement emails to users who have browsed your pricing page
• Reengagement emails to users who have abandoned the cart

When it comes to email marketing, the best idea is to personalise your emails as much as possible so every recipient gets a unique resonating message factoring in who they are, what they want, and their previous experiences with your company and possibly other companies.

Here are the solar lead generation email examples for different stages of the sales funnel:

Email marketing perfectly synergises with SMM, amplifying your efforts across channels. For example, you can include successful social media posts in emails, offer incentives to sign up for your newsletter, or reinforce your emails with user-generated content from social media.

Organic Solar Lead Generation Pillar #2 – Social Media Marketing

With 73% of the population in the United Kingdom using social media daily, many solar brands are doubling down on SMM to win their customer share. Even though solar products may not suit every social media platform, chances are you’ll successfully promote on these seven:

• LinkedIn
• Facebook
• Instagram
• Pinterest
• YouTube
• X
• TikTok

Here’s more about how to generate solar leads on the mentioned social media platforms:

Solar Lead Generation on LinkedIn

The 9th most popular social media platform in the United Kingdom, LinkedIn is an unambiguous leader in B2B solar lead generation and a knowledgeable user base.

You don’t necessarily have to take away all the fun from your content, but it might be a good idea to double down on case studies, guides, and research papers. You might not grab leads as easily as on Instagram, but those you get will be more likely to buy from you.

LinkedIn solar lead generation example:

Solar Lead Generation on Facebook

Home to over 3 billion monthly users, Facebook allows you to tap into the most diverse demographics, which is especially valuable for global companies. You can use almost any type of lead gen materials on Facebook, including posting in groups, capitalising on user-generated content, and collaborating with other solar brands and companies from related industries.

Facebook solar lead generation example:

Solar Lead Generation on Instagram

Instagram may not be as good as YouTube when it comes to attention span, but you can drive lots of leads if you manage to squeeze your main ideas into relatively short video presentations. Your best weapons are high-quality photos and field footage.

Instagram solar lead generation example:

 

 

 

 

 

 

Посмотреть эту публикацию в Instagram

 

 

 

 

 

 

 

 

 

 

 

 

Публикация от World tech | Engineering (@world_tech_75)

Solar Lead Generation on Pinterest

The world’s best digital scrapbook may be the platform where you want to prioritise the female audience. This is easy to leverage, though: with their environmental impact and saving potential, solar panels are appealing to women’s hearts.

Pinterest solar lead generation example:

Solar Lead Generation on YouTube

Everyone watches YouTube, so finding and nurturing your leads should be a problem. Shoot educational content, guides, interviews, and anything that can educate, nurture, and eventually convert your solar leads.

YouTube solar lead generation example:

Solar Lead Generation on X

X is all about news and trends, so the content should resonate with the burning issues of the day or reflect the latest changes in the market. X is superb for personal engagement with solar leads – here, you can build your reputation and boost customer relationships like nowhere else.

X solar lead generation example:

Solar Lead Generation on TikTok

Solar might not be a fun industry per se, but you can benefit galore from TikTok users if you show your flavour to audiences spanning their 20s and 30s.

TikTok solar lead generation example:

@future_explored Where would you put one of these? #futuretech #ecofriendly #sustainability #solar #tech #technology #ecotok ♬ original sound – Future Explored

Organic Solar Lead Generation Pillar #3 – Content Marketing

While it’s obvious that high-quality content is a must, you may wonder how to match it with their expectations.

To create high-quality content, you need three things:

• Unique selling proposition
• Segmentation
• Search engine optimisation

Unique Selling Proposition (USP)

Every major content piece should contain an irresistible selling proposition that explains why your solar products or services are one step above the competition. Whether your panels are cheaper or more durable, you should articulate it in your USP and content.

USP examples for solar lead generation:

To craft a USP, you should know your target buyers and what you can offer them. In other words, you must segment your solar leads by demographics, psychographics, previous interactions, and anything else you find appropriate. The rule of thumb is that the more granular the segmentation, the easier it is to hit the bull’s eye with specific buyer personas.

Segmentation

Segmentation is key to targeting both organic and paid leads. However, to segment your leads, you need to generate them first, and this is where things get tricky.

How do you generate leads if you don’t know who you want to generate?

Your saviour is marketing automation software, which can minimise the number of solar leads you need to create profitable marketing patterns. A well-thought-out lead management system like Phonexa will uncover your solar leads on the fly, giving you an overarching view of your sales funnel.

More specifically, here’s what Phonexa offers when it comes to solar lead tracking:

• LMS Sync – comprehensive lead management software suite for lead tracking, distribution, analytics, and real-time reporting
• Call Logic – call management software for processing solar call leads
• HitMetrix – customer behaviour analytics, including heatmaps and session recordings
• Lynx – click tracking software to attribute and measure clicks and conversions

United into a single system, these solutions can help you quickly develop solar buyer personas and minimise the trial-and-error phase before you are ready to cater for different groups of leads with a wide range of marketing strategies.

Search Engine Optimisation (SEO)

While segmentation addresses solar leads, there’s also a way to address search engines so your content ranks higher: search engine optimisation. Content-wise, SEO boils down to selecting the right keywords alongside optimising various on-page attributes (URL structure, meta descriptions, title tags, etc.) and off-page attributes like backlinks and social signals.

Selecting the right keywords means choosing the keywords you can realistically rank for. Extremely competitive keywords won’t work for brands with a small online presence.

Here’s an example of a highly competitive keyword:

Hitting the top-3 or even top-5 for this keyword is nearly impossible unless you have a stellar online presence. On the other hand, there are plenty of less competitive keywords to capitalise on.

Here’s an example of a potentially profitable keyword for small solar companies:

If “used solar panels” fits your niche – if you sell solar panels or provide maintenance services – then this low-competition keyword can bring you tons of leads. There are more keywords of this kind – just use Ahrefs or similar tools to reveal your golden opportunities.

Organic Solar Lead Generation Pillar #4 – Referral Marketing

Referral marketing is one of the best ways to get free solar leads because you appeal to your existing customers who have already developed some loyalty towards your brand. Referral marketing is equally good for B2B and B2C, giving you the best of both worlds.

There are two ways to generate leads for solar with referral marketing:

• Run a referral programme. Satisfied customers are eager to share the news with their family and friends, but even more so if you incentivise them with bonuses, discounts, and perks. I recommend tiered rewards and two-way incentives (rewards for both the referee and the referral) to make your referral programme shine.
• Ask for referrals. You can ask your l customers for recommendations even without incentivising them. This will be harder, though, as most customers need a little nudge to act. But then again, it’s all about asking for a favour at the right time with the right words.

Here’s an example of how to get solar leads with a referral programme:

Organic Solar Lead Generation Pillar #5 – Offline Marketing

Last but not least, you can generate high-intent solar leads via offline events like workshops, trade shows, exhibitions, and more. You won’t reach as many solar leads as with online marketing, but the quality of these leads will be much higher.

Organising events will show people that you’re a real company that embraces personal connection. Moreover, such events are a great source for shooting unique content for months ahead, killing two birds with one stone.

Chapter 2 – How to Generate Solar Leads Using Paid Advertising

Now that you’ve finished Chapter 1, you are almost ready to generate solar leads using pad advertising, as you have the lion’s share of the knowledge you need.

via GIPHY

Here’s the deal: many aspects of organic lead generation apply to lead generation with paid ads – creating a USP, segmenting your audience, customising your ads, etc. – except that you must also know about paid ads and platforms.

Speaking of which, I kindly direct you to the mortgage paid ads lead gen guide, where I’ve dissected paid advertising. Don’t you worry that it’s about mortgage leads – all the principles hold water for solar leads as well.

Chapter 3 – How to Buy Solar Leads

I feel like there might be too much content on your plate for now, so I would suggest you pause before digging further into the complete guide to buying solar leads. I strongly recommend this guide for anyone seeking in-depth knowledge about purchasing solar leads.

As of now, it’s time to wrap things up by reminding you of the necessity to automate processes in the ever-growing solar lead acquisition market. Today’s lead management software leaves you no alternative simply because it does things faster and more accurately than humans.

Generate More Solar Leads with Phonexa’s Lead Management Automation Suite

At the risk of sounding pompous, I tell you this: Phonexa’s lead management software is a ticket to your lead acquisition Promised Land. The unique eight-in-one software package will cover your marketing needs from top to bottom without juggling different tools and systems, starting at only $100 monthly.

Get it all at one price now, or schedule a free consultation to learn more.

Frequently Asked Questions

Automated accounting product Books360 serves as a fundamental component within the Phonexa Suite, allowing clients to pay publishers directly, and invoice buyers accurately, safely, and efficiently.

Books360 offers significant advantages to individuals seeking to simplify their accounting and automate crucial financial tasks. The essential tool also produces financial reports for automated billing and payments, catering to Phonexa clients who are engaged in online or phone-based campaigns.

Users are not required to pay any additional fees to use Books360 for automating their payment procedures and smoothly connecting to the Phonexa products they are already using.

Books360 helps you:

• Align payouts to value, anywhere in the conversion funnel
• Scale reach to pay affiliates and influences anywhere
• Reduce network risks
• Make the finance department happy

To start automating your accounting needs in Books360, Phonexa customers can go to Account in the left menu bar, then click on Settings. Here you can customise your invoice and payouts settings. We also have the option for prepaid buyers, along with an auto-charge feature.

Books360 employs a fully integrated accounting system to minimise manual labour. Unlike users of alternative systems who need to export data or reports from their lead tracking tools and then import them into their accounting software, Books360 automates this process.

It also effortlessly transfers your lead figures from Call Logic, LMS Sync, or Lynx into Books360, facilitating the prompt sending of invoices.

Phonexa has also arranged an array of strategic partnerships and integrations with the likes of Corpay, PayPal, Stripe, Tipalti, and more to make the global payments safer and simpler.

Books360 is a streamlined solution that holds great value for those seeking to simplify their accounting processes and automate essential financial tasks.

Contact your account manager if you have any questions about how to use Books360.

Phonexa’s tech team has been working hard, innovating and building custom solutions across our products to optimise and power your performance marketing automation campaigns.

Here are just some of the new features and improvements for April across our suite of products for calls, leads, clicks, email, SMS, accounting, and so much more.

Updates Across Phonexa’s Suite of 8 Products

Smart Search

Smart Search is a new interface feature designed to improve the search experience for users by simplifying and accelerating the process of searching for specific keywords and phrases within Phonexa’s system.

Redesigned Interface & Pinned Favourites

We’ve updated Phonexa’s interface view to provide a more user-friendly experience. Additionally, with the introduction of Pinned Favourites, you can now easily access your most frequently used items by pinning them to the top of the menu or sidebar.

LMS Sync & Call Logic Updates 

Leverage a New Ping Tree ‘Even Distribution’ Strategy

Our new ping tree “Even Distribution” strategy allows you to distribute leads equally between all campaigns inside each rotation. Learn more

Campaign Groups

Monthly cap notifications are now available for Campaign Groups. Set a monthly cap for the total number of sold leads across all campaigns within the group. Learn more

Integration Builder

The Integration Builder now comes with improved functionality and UI, including added logs, an approved testing mode, and more. These features make it even easier for you to create custom integrations for your products in real time.

Product Builder

The ability to import, export, and duplicate custom products is now available with the addition of new features. With improved functionality and user interface, these processes are now even more seamless, and it allows you to easily configure and optimise your products.

Call Logic Updates 

Notification for Tracking Pool Number Utilisation

Automatically send notifications to a publisher when all of the numbers from the Tracking Pool are in use. Learn more

Tracking Pool Examination

Obtain detailed analytics based on the performance of the Tracking Pool over a given time period or product. Learn more

Audio Assets in the Global Media Library

New pre-recorded audio recordings are now available with standard sounds for IVR actions like silence, transfer, voicemail, reject, and more – all of which can be used for IVR building and block configuration processes. Learn more

LMS Sync Update 

Price Reject Analysis

View detailed information about the price-reject leads by the hour. Learn more

E-Delivery Update 

Message Customers Through WhatsApp

Now you can send messages to customers via WhatsApp – a new addition to the available delivery channels. Learn more

For questions about any of the new features and updates, or to learn more about Phonexa’s all-in-one marketing automation solution, schedule a consultation, email info@phonexa.com, or call (818) 800-0000.

Phonexa’s tech team has been working hard, innovating and building custom solutions across our products to optimise and power your performance marketing automation campaigns.

Here are just some of the new features and improvements for the month of May across our suite of products for calls, leads, clicks, email, SMS, accounting, and so much more.

And make sure to watch the instructional step-by-step videos produced by Phonexa’s Technical Onboarding Director, Tori Hester, on how to implement each new update.

iClear: Basic Phone Number Validation

We’ve dialled up a new service to validate phone numbers based on regions. Whether you want to use our Basic Phone Number Validation or our more robust Phone Number Analysis, we’ve got you covered.

LMS Sync & Call Logic Updates

Cap Fulfilment Notification

Using our Campaign Groups feature, you can set a Cap Fulfilment group and send notifications when the group reaches a certain percentage of the total cap. This will give you awareness into when your campaigns are about to cap out and allow you to make adjustments whenever it’s necessary.

Reject by Buyer Response

In addition to the Cap Fulfilment notification, we have a new option in the Campaign Groups to “Reject by Buyer Response.” For example, if you have multiple campaigns for the same buyer and the lead is rejected on the first campaign, you can set up a rule to automatically reject on the subsequent campaigns based on the response received from the buyer.

SMTP Integration at Product Level

You’ve been asking – can I send leads to my CRM and send an email at the same time? Yes! On the Tracking tab of the product, you can set up emails to be sent based on certain triggers.

Alternatively, you can use our E-Delivery product to set up email campaigns. Please contact your account representative to discuss your use case and determine the best method to configure your emails.

E-Delivery Update

We have enhanced the Contact Lists and Unsubscribe Lists with functionality to delete contacts from multiple lists via API. The instructions now appear on the existing API.

Lynx Update

Scheduled Export

Just like her big sister in the lead tracking and distribution product LMS Sync, Lynx now has the ability to create scheduled report exports. To create one, go to the desired report, click Export, then fill in the details.

Interface Update with Dark Mode

Are you up late at night checking your Performance Summary and you’re blinded by the bright screen? Good news – we now have Dark Mode!

In Project Settings, you can configure Dark Mode on a custom schedule or automatically detect based on your operating system. Or if you want to always embrace the dark side, you can change the site theme to Dark Mode.

The spring season is here, and our product and tech teams have been working hard building custom solutions to your marketing automation needs for use in the second quarter, and beyond.

As a result of that innovation, we’ve developed new functionalities to further solidify three of our core products – Call Logic, LMS Sync, and E-Delivery. This will certainly be music to the ears of our current crop of customers, and future clients alike.

We’re moved by the remarkable feedback we received from our users in the recent G2 Spring 2022 Reports, which ranked Phonexa among the quickest and best-performing marketing software for all industries and verticals.

So now, we’re coming to you with better functionality, more updates, and formative software improvement to our all-in-one suite for calls, leads, clicks, email, SMS, accounting, and more.

Read on to learn more about how these product updates affect your marketing strategy and operation.

Increased Bulk Actions for E-Delivery

As your email subscriber tally grows, segmenting email addresses into lists becomes more critical for targeted campaigns. Phonexa’s E-Delivery platform provides the exact tools you need to support your email and SMS strategies, attract and retain your target audience’s attention, and meet your goal of increasing engagement and open rates.

Smoothen your conversions through our newly-updated functionality for bulk actions, filtrations, and validations to ensure that only high-quality active contacts lists are included in your email campaigns. Some E-Delivery updates include:

• Bulk actions, such as “Start,” “Stop,” or “Delete Selected Campaigns,” can speed and streamline your email campaigns.
• Bulk actions, such as “Edit,” “Remove,” or “Delete Contacts,” have been updated in our SMS/Email Global Suppression feature to maintain a healthy email list.
• The suite has a new autoresponder functionality to “send only to new subscribers” to help mailers target new email addresses on a segmented list.

Want to get granular with your email list? Here are some things you can do to use filters to your advantage:

• Add a new phone number to the email list or import it from a CSV file.
• Narrow down the search results by filtering a phone number indicating when the phone number was added to the list.
• Use our “Email Validation” paid functionality to ensure that only high-quality contact lists are promoted in your email campaigns.

Interactive Voice Response Gets Even More Responsive

There’s nothing better than having a responsive and efficient IVR to improve your call routing and TCPA compliance efforts and call flow effectiveness. With our newest updates, you will be able to optimize and edit your IVR flows to tap into better call filtering tactics and thus provide your buyers with better quality calls.

The following areas of Phonexa’s IVR have been updated:

• Create a new Interactive Voice Response (IVR) or edit the existing schema using our new and advanced blocks to qualify and route the caller to the appropriate destination while protecting your brand from spam or bot calls.
• Temporarily block a caller’s phone number for a specified time range, branch the calls depending on the lead input, or set up third-party service integrations to perform real-time validations.

Measure Lead & Campaign Performance With LMS Sync

Forecast the best time for your lead generation and distribution campaigns and target the right audience utilizing Phonexa’s advanced predictive modeling software to aggregate and import key data points into a predictive algorithm while uncovering and reflecting on your past campaign performance.

Other ways to uncover the best value for your lead-centered campaigns:

• When it comes to cap-out options, you can optimize your budget and that of your campaigns with LMS Sync’s weekly and monthly cap-out features.
• Want to take that to another level? You can adjust lead prices in real-time without changing the lead status.
• Enable the Disposition Pingback feature to allow buyers to set and update the lead disposition through custom APIs.

With all of the above integration and functionality updates, you will get closer to saying goodbye to annoying delays and manual work in sending automated and segmented emails, creating or editing your IVR flow or schema, and managing your lead distribution and the revenue that comes from it.

Ensure that only high-quality, sales-ready leads will pass through, and if you don’t find the answers to your questions, our team of experts are always available to customize solutions specific to your business needs.

Schedule a consultation to learn more about how Phonexa powers lead generation businesses with its dynamic all-in-one marketing platform.

We’ve compiled this comprehensive call tracking guide to share our knowledge and help you explore and compare the best call tracking software on the market. The software featured in this guide is rated based on research conducted by Calltracking. reviews.

How do you generally allocate your marketing budget: online form conversions or call conversions? While both methods have their merits, inbound phone calls hold indisputable advantages.

Understanding what prompts customers to call your business enables you to concentrate on effective marketing efforts, thereby reducing your cost per lead and enhancing ROI. Given the high value associated with inbound calls, it is crucial to track and measure both phone calls and digital marketing campaigns to facilitate improvements and optimisations. The key to achieving this is call tracking.

What Is Call Tracking?

Call tracking is a technology that informs brands precisely which marketing efforts triggered customers to contact them. Similar to a company asking a customer, “How did you find us?” call tracking tools provide an automated and more accurate method to obtain that information.

Phone tracking software handles the “remembering” for the consumer through call centre IVR and other tools, so agents and sales representatives don’t need to ask that question.

If you miss marketing attribution from phone calls, tracking software can bridge the gap between your marketing efforts and inbound calls. Once you understand your attribution, you gain visibility into the performance of both offline and online marketing.

However, what happens if a brand aiming to save time and money uses poorly designed call tracking software? Could it impact its brand awareness and reputation?

Source: Call Tracking & Conversation Intelligence Made Simple 

By implementing the right call tracking software, businesses can eliminate guesswork, analyse the entire customer journey, and more.

Here’s what accurately tracking phone calls can do for your business:

How Does Call Tracking Software Work?

Approximately 60% of companies depend on call-based campaigns to generate quality leads and revenue. They employ various strategies to engage their target audience and keep their call centres active.

When determining how to track incoming calls from pay-per-call, PPC, or SEO efforts, it’s essential to understand how call intelligence software functions. Similar to a potential car buyer wanting a “look under the hood” before taking a test drive, businesses seeking to implement call tracking solutions should grasp the fundamentals of its operation and what it involves.

Phone call intelligence helps you track calls effectively and understand how successful future marketing campaigns might be. It ensures all captured call data is searchable and analysable, identifies which keywords and actions have the highest marketing potential, and highlights efforts that need more attention or should be discontinued.

Phonexa’s Call Logic is equipped with all the essential tools, including call analytics, interactive voice response (IVR) service, predictive modelling, call tracking and recording, ping tree, automatic call distribution software, conversation intelligence, and more.

Call Logic enables you to respond to the evolving demands of modern consumers by defining the customer journey with detailed call insights, managing inbound calls with data-driven automatic call routing, and providing real-time data for effective campaign optimisation.

Since phone calls remain a primary lead source, it’s common for brands to use call tracking and lead management solutions to streamline their workflow. For example, the tracking software provides visibility into phone conversations, the ACD system handles call routing, and lead management software distributes inbound leads to departments or agents based on specific attributes.

As part of Phonexa’s marketing automation suite, these tools can help businesses utilise different distribution logic, reduce lead response times, and reach their prospective clients more quickly.

Here’s an example of a lead distribution logic that can be used by businesses offering financial services.

Companies of all types can leverage automatic lead distribution based on leads’ location, products they’re interested in, origin, and more. Of course, the preferred distribution criteria can vary from business to business.

Today’s fastest-growing and most successful businesses recognise that providing an exceptional customer experience is a key competitive differentiator. However, without the right call tracking software, businesses can miss out on valuable data from inbound calls, such as their sources, associated conversions, and context.

Сall Tracking Software Comparative Overview

This comparison chart aims to help you analyse each call tracking software’s offerings and compare features so you can choose the best solution for your business needs.

The following is a breakdown of the top eight software providers:

Call Tracking Software Providers — Detailed Comparison

Rating

Support Quality

Attribution

Reporting

Сall Analytics

Call Routing

Trial Period (not rated)

Total Score (out of 85)

This detailed comparison is based on research conducted by Calltracking.reviews, as well as our independent research. The evaluated products and data from eight companies listed in this table will assist you in assessing usability, fundamental and advanced features, integrations, review scores, and strengths and weaknesses.

In contrast to the initial research findings, the total featured score in our comparison table varies. In recent years, Phonexa has evolved into a significantly more robust marketing tool. We have surpassed our competitors by broadening and enhancing our call tracking and lead distribution features.

Why Is Call Tracking Important?

When marketers invest in pay-per-call tracking software and call analytics, they commit to a deeper understanding and improved customer service. With the increasing use of mobile search and click-to-call functionality, which enables consumers to contact your business instantly, it is crucial to understand all your calls.

However, businesses may recognise the value of phone call analytics and tracking and the problems they solve but fail to see the direct benefits for them. Here are several reasons why any company aiming to boost ROI and grow in the future should use call tracking for business:

Online Call Tracking for Real-time Call Bidding & Lead Acquisition

Agencies, affiliate marketers, and solopreneurs are always seeking to buy or sell leads. With Ping Post Calls 2.0, Phonexa’s solution for real-time call bidding and lead acquisitions, every customer touchpoint is fully automated, enabling interactions to occur in a split second.

It helps buyers bid for desired leads based on various criteria and campaign-specific components while offering publishers the highest value for their leads.

Combined with call distribution and tracking, Ping Post Calls 2.0 enables businesses to spend more transparently and strategically while maintaining consistency in how quickly they respond to sales opportunities and informing decision-making.

Is Call Tracking a Missing Piece of Your Attribution Puzzle?

The capability to track phone calls equips businesses with essential features and tools to comprehend collected data and enhance the customer experience. By obtaining attribution on their inbound calls, brands can identify which initiatives drive their call traffic, a crucial step in developing more effective marketing campaigns.

These possibilities arise from harnessing the power of phone calls. Investing in call tracking software and analytics is wise for any business, as phone conversations provide a vital person-to-person connection. This bond between consumers and brands is strengthened through phone calls and further reinforced by call intelligence.

Build your plan today or book a demo to discover how Phonexa’s call tracking software can help you capture vital call data, assess marketing campaigns, and increase revenue.

Frequently Asked Questions

How much does a call tracking software cost?

Call tracking software typically involves a monthly subscription fee, setup costs, and usage fees. The cost to your business will depend on various factors.

Before choosing software, consider the following questions to understand your potential costs:

• How many users do you need?
• How long do you need to store data?
• How many different publishers are you working with?

Answering these questions will help you determine the costs involved.

A human connection is key in digital marketing, and that’s why one of the oldest types of engagement still has an immense amount of value — inbound phone calls. 

Even though they’ve been used for nearly a century and a half, marketers often overlook how powerful these simple conversations can be — but not if you seize every chance to strengthen your brand-customer bond with call tracking software.

When it comes to achieving higher conversion rates, one of the most effective strategies is taking advantage of inbound calls. Studies show that customers who call your business are more likely to convert than those who fill out web forms, giving companies an additional channel for potential leads and sales opportunities. 

Phone calls remain the preferred communication method since they are significantly favoured over any other form of communication and marketing channels.

UK consumers often use phone calls and click-to-call buttons to engage in conversation with brand representatives when they are close to making a purchase. These conversations open the door for customers to get answers that can lead them closer to their desired product or service, bridging any remaining gaps between interest and commitment.

Call tracking is the key to success for digital marketers. With such value placed on inbound calls, it’s crucial that companies can measure and track digital marketing campaigns and identify areas that require improvement and how to handle campaign optimisations.

What Is Call Tracking?

For UK brands looking to understand the success of their marketing efforts, call tracking technology provides actionable insights into how customers make contact.  

Call tracking tools enable businesses to quickly determine which campaigns propelled consumers from awareness to engagement with a helpful automated response and no guesswork standing in the way. 

Customers may not always remember how they came across your company, but what drives them to call is often a desire for purchase. Whether via a Facebook ad or Google search, when customers pick up their phones and reach out, you know there’s an opportunity lurking.

On top of that, phone tracking software and call centre IVR work hand-in-hand to allow customer service representatives and sales teams to skip the hassle of asking redundant questions. Forgetting where they left off in the conversation is a thing of the past; this innovative technology can remember all the details for them.

Brands must understand the link between their marketing efforts and inbound calls. By learning their marketing attribution, companies gain insight into offline and online marketing performance, which can help them adjust efforts to drive more call and web leads. 

However, when the opportunity to increase efficiency arises, brands are often tempted by quick fixes that don’t always pay off. For instance, a poorly designed call tracking system can lead to lacklustre customer service experiences, resulting in a damaged reputation and decreased brand awareness.

Source: A Marketer’s Guide To Call Tracking and Conversation Intelligence

Businesses equipped with the right software for call tracking can eliminate the guesswork and make the most of phone call intelligence while gaining insightful knowledge on the entire customer journey.

Let’s look at what insights a call tracking service for marketing can help brands uncover. 

Besides, inbound caller tracking captures vital customer details and allows marketers to identify the most successful channels used during multi-touch attribution to improve customer service.

Today’s most innovative and profitable UK businesses know that delivering an outstanding customer experience is the defining factor for success. However, without proper call tracking software, companies can miss out on essential data derived from inbound calls like call origin, associated conversions, and context.

Critical Call Tracking Metrics

Every customer interaction provides an invaluable opportunity for companies to strengthen their relationship with customers and gain valuable insights.

Call tracking and recording software can help businesses maximise their ad campaigns by enabling marketing and sales teams to analyse customer conversations accurately. By keeping track of call tracking metrics, companies develop a better understanding of the success rate for each conversation. 

Ultimately, the ability to analyse phone calls gives them an effective way to optimise performance throughout every step in the process.

Most businesses already use Google Analytics to track website traffic and customer interactions. However, with the right call tracking data, marketing professionals can gain insights into the caller journey and more thoroughly assess visitor activity. Visitor-level call tracking software can assist organisations in gathering all necessary customer data and evaluating all critical metrics.

Let’s examine the essential call tracking metrics to look out for and why they’re important.

Call Source

Knowing which campaigns and marketing channels bring in the most leads and inbound calls is essential for informed decisions about allocating your budget wisely.

Dynamic number insertion (DNI) is part of the call tracking software. It offers brands insight into their customer pathways. It provides a map of every journey a visitor takes – from the first interaction with your website to the completion of purchase or conversion. It also allows tracking call sources, like organic searches or PPC ads. 

Geographic Location

Businesses can pinpoint their advertising strategies with laser-like precision through targeted geographical analysis. By identifying the top-performing regions that generate the most high-quality leads, brands can fine-tune high-demand ad campaigns and shift focus to regions with optimal conversions.

Call Quality and Length

Though longer calls could indicate high lead quality, it’s not a steadfast rule. So don’t discount the potential of shorter conversations since the best leads may come in bite-sized packages.

Marketers must utilise more than just a simple list of call lengths when managing inbound calls. Listening closely to call recordings and qualifying them with the help of specialised software will ensure no telemarketing or spam is slipping through. Investing in a call tracking solution that offers a call recording function will benefit any organisation looking for comprehensive customer insights.

Keyword Performance

Harnessing the power of a virtual call tracking solution and keyword-level tracking can help you supercharge paid search campaigns. On top of that, it can help you attribute phone calls to specific keywords, gain valuable insights into how different keywords are performing, pinpoint opportunities for optimisation, and stay one step ahead by identifying new terms that will outpace your competitors.

Visitor to Call Ratio (VCR)

Every business must navigate the waters of optimising resources, including channels or sources with average traffic quality, high cost per visit, and potential returns. While cutting these less-than-desirable investments from your budget may seem logical, consider this: these sources can generate five times more inbound calls than other mediums.

Brands know what marketing channels deliver high-intent leads with the help of VCR, a metric that reveals which touchpoints drive customers to take action. By recognising those pathways and differentiating them from channels providing only visitor volume, call tracking can help you gain valuable insights into marketing strategies.

Landing Page Performance

As a marketer, you’re tasked with creating and optimising tailored landing pages to drive maximum returns. That involves clever A/B testing and analysis of the best-performing content designs to maximise customer engagement and conversions.

Many marketing professionals may overlook a crucial component in their analytics process: tracking telephone calls from landing pages. By failing to keep tabs on this valuable source of information, brands could miss out on significant leads and data.

Today’s marketing decisions often focus on clicks, but British companies should consider the real value of inbound calls. Implementing a call tracking software and investing time into optimising landing pages for phone call conversions allow businesses to draw in more motivated leads and scale profits.

Why Do Brands Underrate Call Tracking Metrics?

Despite the plethora of benefits that call intelligence solutions offer businesses to fine-tune their marketing campaigns, many organisations and individuals still neglect critical tracking metrics or lack a call tracking solution altogether. Why is that?

Perception is one of the reasons. Many marketers put too much emphasis on click rates and website heatmaps without realising that incorporating a telephone call tracker into their strategies could be just as — if not more — beneficial. However, due to outdated perceptions of this resource being ‘old-fashioned,’ businesses often overlook its potential value.

Another reason is that many companies are tempted to only pay attention to fewer, more visible metrics, like call volumes. But with inadequate knowledge of what caused the spike in inbound calls, they may remain unaware of valuable insights that could help understand customer behaviour better and tailor services accordingly.

Suppose a company falls into the trap of making assumptions and overlooking tangible data instead of analysing and tracking incoming calls. In that case, it may end up investing in the wrong marketing efforts.

Top Marketing Channels for Call Tracking Online

As marketing continues to adapt, an exciting opportunity arises — phone call analytics. This powerful tool uses patterns from multiple data sources and marketing channels to offer the best inbound call tracking service possible. 

Let’s explore some of its most successful components that help businesses in the United Kingdom make a lasting impression, regardless of the industry.

Digital Channels

Pay Per Click (PPC)

Marketers gain valuable data through PPC campaigns and call tracking, including keyword performance, clicks, and consumer insights.  That helps organisations craft more effective ad strategies to match their business goals and optimise operations for maximum ROI.

Source: Gartner

When it comes to tracking sales calls, companies can fully understand how their ad campaigns affect their bottom line by using dynamic phone numbers as part of sales call tracking software.

If you seek evidence that your pay-per-click campaigns deliver timely leads, dynamic phone numbers can prove insight into the effectiveness of these ads. Adding this tracking layer to your plan is an intelligent step toward lead generation success.

Email Marketing 

There’s no denying that email marketing is renowned for its high-yield results. However, call tracking providers managed to take it a step further and combined the power of inbound calls and email campaigns, unlocking up to 3,000% ROI potential.

Combining these two channels can offer a wealth of information on how your marketing campaigns interact, help you maximise ROI, and inform future marketing strategies. 

Display Advertising

Display ads are essential for businesses looking to drive phone call conversions and increase brand presence offline and online. How? This popular creative format is particularly effective in turning online viewers into real-world customers – with phone calls being a key success metric among advertisers.

Advertisers must track which ad formats and publishers drive the most phone calls. Unfortunately, standard methods don’t always accurately identify where these valuable leads originate from. That’s why advertisers need inbound call trackers to help them assign unique phone numbers to banner or video ads, hone in on profitable campaigns, and maximise their display investment.

Here are some surefire strategies to drive high-intent callers with display ads and increase ROI:

Step 1: Use Click-to-Call as the CTA

Display ads are powerful tools for making your business known, but if boosting phone call conversions is the goal, incentivising prospects with a clear reason to click should be the top priority. Crafting an ad that directs leads towards action and provides them value will help increase phone call conversions.

Step 2: Use Calls To Fine-tune Your Targeting

If a customer has called your company in response to one of your display ads, you’re armed with the perfect data point. You can harness that information by leveraging call track data and funnel it into a CRM, DMP, or DSP platform, creating an ideal means for fine-tuning future targeting.

Ultimately, implementing the right call tracking software helps businesses pinpoint audience segments more inclined to dial up a call and target their ads accordingly.

Step 3: Leverage the Hyper-local Targeting

Bringing in more high-quality leads begins with optimising display ads for mobile devices. Businesses must customise CTAs and ensure they’re tailored to their target audience. 

On top of that, they must use local call tracking, call distribution software, DNI, and local vanity numbers to capitalise on hyper-local targeting and achieve their goal.

Search Engine Optimisation (SEO)

Company websites are the driving force behind a business’s online presence, helping to inform potential customers of who they are and what value they offer. With SEO, international companies based in the United Kingdom can drive website traffic by ensuring leads find them easily in relevant searches.

Let’s look at the most common traffic sources that businesses prioritise when incorporating and optimising SEO changes.

Call analytics software can give businesses greater insight into the effectiveness of their marketing efforts. By learning which keywords prospects searched for and what pages they visited, brands can brainstorm new ideas to reach high-intent customers from various sources.

Social Media Marketing (SMM)

Social media platforms can track user activity through in-house analytics, but that power is limited. When a user navigates away from the platform, its analysis capabilities become effectively useless.

Companies can track sales calls and measure the tangible impact of their social media campaigns by using dynamic phone numbers. This way, organisations can optimise efforts, capture essential call data, and assess social media platforms’ impact on customer journeys and inbound calls.

Phone tracking software is a must-have for any effective social media strategy. But whether or not it’s urgent for your brand to invest in call analytics tools depends on the size and reach of your follower base. If you rely heavily on online ads, a tracking and call analytics tool can give you a crucial edge by providing deeper insights into customer behaviour.

Offline Channels

Offline marketing may not be the first thing that comes to mind when considering ways to attract potential customers, but it can still be a valuable source of high-quality leads. With creative offline marketing campaigns and strategic targeting, companies across many industries have seen compelling results from their offline efforts.

Many companies are in the dark when quantifying ROI from offline phone call conversions, such as print ads and industry events. However, understanding and measuring these marketing channels is essential for gaining insights into what drives potential customers’ web traffic and phone calls. 

Enterprises and small businesses can use phone call intelligence to apply advanced call analytics to offline campaigns and gain real-time information on traffic and leads generated by offline efforts.

Call Intelligence Software vs. Basic Call Tracking Service

Call tracking and intelligence software provide companies with the data they need to examine their inbound call traffic. But the question is whether they are interchangeable. Let’s examine the main distinctions between the two and see how they affect business growth.

By combining phone call intelligence with tracking and analytics, businesses can more effectively engage prospects by learning about their journey. That allows brands to gain valuable insights into customer preferences that will help forge a strong, lasting relationship.

Call Tracking as a Service vs. Real-time Call Tracking Software 

While some companies may choose to use call tracking services, many businesses find that leveraging dedicated call management software from an experienced provider offers the best solution. 

Naturally, there’s no one-size-fits-all approach: some companies use a selective and easy call tracking service, while others opt for a comprehensive platform designed with scalability.   

With the multitude of benefits from tracking calls, it’s no wonder many providers exist. To get the most from website call tracking software and maximise customer satisfaction, brands must explore each provider’s unique selling points.

Call Logic — Phonexa’s call intelligence platform — provides features that are exclusive to the platform. For example, “Traffic Flow” assists in gauging publisher excellence, while “Waves” offers predictive modelling with accessible visualisation tools.

On top of that, Phonexa stands out among its peers for offering a comprehensive suite of marketing automation features, such as lead management, call tracking, email campaigns, click tracking, and user behaviour recording.

Best call tracking solutions can also be distinguished by their service levels and adaptability. Some providers lack flexibility, whereas others, such as Phonexa, ensure seamless tech stack integration and allow for the customisation of platform components. Understanding these distinctions is essential for maximising the utility of call tracker software.

How Does Call Intelligence Software Work?

Research shows that around 60% of businesses rely on call-based campaigns to get their foot in the door and increase success. Many companies employ various tactics, from phone canvassing to direct marketing, to ensure maximum reach.

When determining how to track incoming calls, it is helpful to understand how call intelligence software operates.

For savvy businesses, no purchase is complete until they get a good look at the inner workings of their prospective product. Inbound call tracking software should be subjected to the same scrutiny. Understanding how intelligence-driven call tracking systems function can give you an edge in managing caller interactions and take customer service up several notches.

Here’s how call tracking captures and delivers data to call intelligence software:

Phone call intelligence is a crucial tool for brands looking to understand how to track a call effectively and propel their marketing campaigns forward.

With Call Logic, Phonexa’s call intelligence software, you can access a comprehensive range of features ideal for boosting your business performance. From predictive modelling and interactive voice response service to conversation intelligence, automatic call distribution software, and call recording, leveraging its wide array of advanced technology will give you the professional edge.

With the help of data-driven insights, UK businesses can optimise the customer journey and better serve their customers’ diverse needs and preferences. For instance, automatic call routing offers a streamlined experience to maximise success on inbound calls, while real-time analytics facilitate smart campaign optimisation for maximum customer engagement potential.

Lead Management & Sales Call Software

Maintaining successful outreach campaigns is key to customer acquisition, and phone calls remain among the most powerful methods. Many brands are taking advantage of call tracking and lead management software to ensure streamlined communication.

For example, call tracking software provides visibility into phone conversations with clients, the automatic call distribution (ACD) system performs ACD call routing, and the lead management software distributes leads based on specific rules and attributes.

As part of Phonexa’s marketing automation suite, these call tracking and management tools enable companies to set up diverse distribution logic, reduce lead response times, and reach prospective customers quickly.

Here is an illustration of a lead distribution logic that companies providing financial services can employ.

Businesses of all stripes can benefit from automated call tracking and lead distribution tailored to their needs. The rules and logic should be based on factors that are most likely to bring success, such as the potential size of the deal, account type, preferred language, and more. With intelligent criteria heightening efficiency levels, companies can focus on converting leads into profits with minimal effort.

Automatic Call Distribution & ACD Call Tracking Solution

An automatic call distributor is an answer for companies looking to manage demand surges and consistently ensure great customer service. ACD routing provides a smart way of prioritising phone calls while improving data-driven routing and increasing personalised customer experiences.

But what is automatic call distribution, and how does it function? Here are the essential details about this feature.

What Is an ACD Phone System?

A typical feature of call management software, an automatic call distribution system handles inbound calls and distributes them according to the method selected by the business.

Since automatic call distribution routes and handles large volumes of phone calls, it can be useful for businesses seeking to enhance customer experiences through customisation, self-service options, and interactive voice response (IVR).

What Is Automated Call Routing?

Automatic call routing, like business call tracking, enables enterprises and small businesses to capture and track customer data. In addition, ACD routing pinpoints the most appropriate agents or salespeople to whom inbound calls should be transferred based on the businesses’ own rules.

Phonexa’s ACD phone software works with the IVR platform to automatically receive and distribute phone calls, establish the caller’s interests, capture customer demographics, and more.

Let’s examine how a call tracking solution and ACD software collaborate to assist businesses in converting calls into leads.

This way, businesses can view all the call tracking metrics required to evaluate the efficacy of their ad campaigns and choose who handles phone calls at any time.

How To Use an Automatic Call Distribution System

Here is how Phonexa’s ACD phone software operates and initiates ACD call distribution. The process consists of three easy steps.

Step 1: Capture Crucial Data With an IVR Platform

Understanding the purpose of a call is the initial step in the distribution process. The IVR system assists the ACD system in collecting information about callers and their enquiries, which is then used to route phone calls effectively.

Step 2: Line Up Inbound Calls

Occasionally, the ACD system transfers callers to a queue before distributing them to the available and most qualified live agents. The system controls distribution based on multiple attributes, such as wait time, query, and call status.

Step 3: Use ACD Routing

That is the final step of the process, where consumers are connected with sales representatives or agents who are ideally suited to answer their questions. ACD routing is achieved through various back-end configurations made by system administrators.

Interactive Voice Response Software & Call Centre Analytics Software

The most prevalent use of interactive voice response service is in call centres that receive a high volume of calls.

More often than not, companies use an IVR service in inbound and outbound contact centres specialising in customer care, tech assistance, market analysis, sales, or surveys to streamline ACD routing and collect vital customer data.

Let’s examine how interactive voice response software operates and what it entails.

It’s common for brands to utilise call centre IVR. For instance, financial service providers use it to streamline ACD routing, capture vital customer information, and enable telephone banking.

With help desk call tracking software, ACD, IVR, and a comprehensive call analytics platform, brands can gain knowledge and insight into phone calls, evaluate the inbound and outbound call volume, understand how many phone calls they miss, and identify issues that can impact operational health or the customer journey.

After analysing IVR data, businesses can optimise IVR and enhance the customer experience by identifying inefficiencies and minimising effort.

Online Call Tracking for Business Lead Acquisition and Real-time Call Bidding 

It’s no secret that leads are a critical asset for any business. Therefore, it’s vital to capitalise on all available lead flows to create an effective system of lead generation and distribution.

Phonexa’s Ping Post Calls 2.0 revolutionises lead acquisitions, streamlining the process from customer interaction to call bidding in a matter of split seconds. Flawlessly targeting campaigns and maximising publisher value, this solution is guaranteed to be fast-acting for buyers and sellers alike.

With Ping Post Calls 2.0 and a call tracking solution, UK businesses are equipped to maximise efficiency by spending wisely while always responding quickly to new leads, enabling smarter decision-making in the process.

Predictive Modelling and Sales Call Analytics

It’s important to track every customer interaction to create a unified omnichannel experience and bridge the gap between online and offline buying journeys. By leveraging predictive modelling through sales call analytics, companies can accurately anticipate spikes in call volumes and improve service quality, leading to greater customer satisfaction.

But first, let’s take a closer look at call analytics and what it entails.

What Is Call Analytics?

Call analytics is measuring, collecting, analysing, and reporting call data. It enables companies to optimise their marketing campaigns, increase lead conversion, and maximise marketing ROI.

For modern international businesses based in the United Kingdom, call tracking and call analytics solutions are a great way to measure the success of their phone conversations. Utilising relevant information from inbound calls can help answer critical questions such as: 

• How many leads does my team generate?
• Are leads interested in particular products or agents’ proficiency? 
• How did callers convert into leads? 
• What issues negatively affect conversion rates?
• Can more high-quality leads be generated at a lower cost per acquisition?

When combined with predictive modelling, Phonexa’s call analytics software enables businesses to capitalise on data insights, enhance lead scoring models, discover new opportunities in marketing funnels, and encourage business growth.

On top of that, Phonexa’s predictive analytics can help organisations enhance their sales funnel by utilising consumer behaviour insights, allowing them to anticipate customer reactions and promote more effective phone call conversions.

How To Analyse Phone Calls With Toll-free, Local, and Vanity Phone Numbers

Consumers are not always close to a phone when they receive a message from a company. They may be on the bus or in their vehicles, rushing to meetings or doing errands.

Companies with standard or local vanity phone numbers can stand out by creating memorable marketing messages tailored to promote their brand. In an age where customers may be on-the-go and unable to answer calls right away, having a message they’ll remember will ensure your company’s presence remains top of mind.

Toll-free vanity numbers are intended to optimise response rates, boost the effectiveness of word-of-mouth advertising, and track response rates with call tracking software.

How Can Brands Use Free Call Tracking Numbers?

Call tracking platforms help brands attribute their inbound calls by utilising marketing tracking phone numbers. A call track number is a unique phone number used for online and offline marketing campaigns.

Businesses now have a powerful tool to track calls to a phone number on a website and specific channels. These unique phone numbers can be tailored to particular online or offline marketing campaigns and sources. With dynamic number insertion, businesses can easily transition from one marketing initiative to another without losing track of valuable caller data.

Dynamic number insertion provides an invaluable solution for those exploring multiple campaigns simultaneously. DNI enables businesses to utilise call tracking numbers across various campaigns — from Google ads and webpages to offline efforts. 

This flexibility enables UK brands to monitor and assess the performance of all their marketing efforts. A real-time perspective on various campaigns is essential because it allows for immediate adjustments.

Why Use Telephone Call Tracking Software

As mobile search and call functionality become more widespread, international and local UK businesses must stay ahead by investing in call tracking software. It will give them valuable insights into how best to serve customers and handle campaign optimisation to increase revenues.

While businesses may recognise the power of call tracking and analytics for end-user insight, they might not see the direct benefits these features offer. There are, however, many reasons why a company that intends to increase its ROI and expand would want to implement call tracking.

How To Choose the Best Call Tracking Solution

If you’re looking for call tracking software to power your marketing campaigns, plenty of providers are out there. Before making your selection, ask yourself these questions:

• Is the call tracking solution powerful enough to foster business growth? 
• Are integration options compatible with what you already have in place? 
• Is it the best call tracking system to meet your requirements and offer an intuitive user experience?

Asking the right questions can help ensure that the call tracking solution you choose will be well-suited for scaling up your business operations.

Call Tracking & Conversation Intelligence Are a Missing Piece of Your Attribution Puzzle

Making the most of marketing investments is essential to any business’s success, and call tracking technology makes it easy. 

Call tracking and phone call intelligence enable companies to gain clear insight into their campaigns through attribution on inbound calls, uncovering what initiatives drive traffic towards them. 

Phone conversations can be a powerful force for your business. By investing in call tracking, you make an intelligent decision to promote genuine connections between consumers and brands, creating a lasting bond of trust. Phone call intelligence further enhances these relationships to revitalise the customer experience — all thanks to the power of a simple phone call.

Schedule a consultation to learn how Phonexa’s call intelligence software can help you capture crucial call tracking data, optimise marketing campaigns, and boost revenue.

Frequently Asked Questions

What is call tracking software?

Call tracking software allows companies to track and optimise their sales calls. With various features and benefits, they can facilitate strategies like ACD routing through intelligent algorithms and capture key call tracking data.

What is IVR software?

Interactive voice response (IVR) is the technology behind automated phone systems that engage customers, providing options to capture their information.

What is ACD?

Automatic call distributor software is a revolutionary telephone tool that provides instant access to an extensive network of agents, quickly and accurately delivering inbound calls directly to the team member best suited for the task.

How much does a phone call tracking system cost?

Understanding your call tracking needs and affordable monthly subscription cost is essential before embarking on a phone tracking software journey. 

Answering the following questions can help you examine your call tracking needs, understand what the costs will be, and identify the most appropriate option:

• How many users do you need?
• What is the preferable data storage duration?
• How many publishers do you work with?

How many marketing tracking phone numbers do I need?

Consider using and assigning a diverse set of call tracking numbers to track ad campaigns and optimise spending. Doing so allows measurement at a more granular level than using just one number. It gives the ability to leverage keyword-level tracking and determine the required phone number pool by analysing how many visitors arrived via Google Ads keywords.

Phonexa COO Jeff Schaffer recently appeared on the “Enformed Insights” podcast in an episode titled “Unlocking Success in Performance Marketing: Advice For Every Stage Of The Journey.”

The “Enformed Insights” podcast shares an inside look into how industry experts succeeded in their respective fields.

Schaffer joined host Fred Pfeiffer, Enformion’s Director of Business Development and Marketing Intelligence, to discuss his journey in performance marketing and the insights he gained along the way.

Here are some of the highlights from the conversation:

To continue the conversation with Jeff, connect with him on LinkedIn.

If you know Phonexa, you know that we like to do conferences differently.

Earlier this summer, we announced our expansion to Canada at the Collision Conference in Toronto. There was media coverage, interviews, and a special welcome from Olivia Chow, the Mayor of Toronto herself, to celebrate Phonexa’s expansion.

Earlier this spring, we went to LeadsCon and activated the whole crowd by hiring a professional sign spinner to raise awareness about a cash-prise giveaway we were hosting. See how that turned out here.

Needless to say, conferences and industry events have played a prominent role in the company’s notable growth and continued success this year.

And we’re not backing down anytime soon!

This time, our sales, marketing, and tech teams are ready to take over The Big Apple in a big way at MailCon, Affiliate Summit East, and surrounding micro-events.

MailCon – Uniting Email Marketers, Mailers, Performance and Affiliate Marketers on July 28 in New York City

Owned, operated, and powered by Phonexa, MailCon is the largest in-person gathering and conference for email marketers.

The event will be highlighted by an all-star lineup of speakers from notable brands like Google, panel discussions around compliance and overall marketing strategies, networking opportunities, unique activations, and much more.

Phonexa CEO Lilit Davtyan will join Kristen Haines, CEO of MailCon, to deliver the opening remarks for MailCon 2024, where they will share all that’s in store for those in attendance and the conference itself.

Experts from Phonexa, such as CMO Talar Malakian and Director of Email Marketing Alexander Cartigan, will moderate and take part in sessions, panel discussions, and other activations throughout the value-packed event.

“This year, MailCon arrives during a pivotal period due to the deliverability issues affecting mailers, performance marketers, affiliate marketers, and lead generators,” said Malakian. “We’re looking forward to connecting those affected and those who have the solutions to these issues in hopes of really forging positive change for email marketers across the board.”

Other hot topics for discussion at MailCon this summer will be the evolving data privacy regulations and marketing compliance standards and how generative AI is causing concern while also opening untapped opportunities, among other key trends shaping the future of email marketing.

Phonexa partners from Channel Automation, Troutman Amin LLP, Campaigner, and other brands will also partake in the discussion.

The Phonexa team will be stationed and ready to answer any lead generation, performance marketing, and Phonexa-related questions at exhibit #131 in the conference hall.

Learn more about MailCon New York 2024

Grab your MailCon tickets here

This Summer, We’re Everywhere!

Literally, everywhere.

Planning on going to Affiliate Summit East on July 29th? We’ll be at table #1016, bringing you the latest performance marketing and leadgen updates through our technology. You don’t want to miss us!

But that’s not all. Here are some other places we’re going to while in New York:

• July 28th: Phonexa hosts a private, invite-only partner dinner at Gallagher’s
• July 28th: Members from the Phonexa and MailCon teams will attend the AFFY Gala to partake in the AFFY Awards, where Phonexa has been named a finalist in four categories. Read more on that here.
• July 29th: Phonexa team members will attend Everflow’s Partner Powerhouse event at the Margaritaville Resort in Times Square
• July 29th: We’ll also be at the Affiliate Ball and the Mailer Meetup

If you see us at any of the events above, don’t be shy; stop by and say hello.

See you in New York City!