Introduction
Do you like leads? We bet you do. You are a business owner after all. Or a sales specialist. Or a marketeer. It doesn’t matter. What matters is that you don’t just like leads. You need them. Your livelihood depends on them, one way or another.
Generating leads is not an easy process. It requires a lot of research. You need to study the market, your competitors and of course your audience. Then you need to attract them and then convince them to give you their hard earned money. And to do all that, you need most of all, data.
Now, data is usually not difficult to get your hands on these days, especially when you advertise online. But what if you rely on incoming phone calls? How do you track and analyze them and how do you extract data from them, an offline source? The answer is simple. Conversational analytics lead generation.
What are Conversational Analytics?
Hold your horses there, partner. We know you are excited about adding another analytics tool to your quiver. Before you do, you need to understand what conversational analytics are and how they work.
🔥 If you want to learn more about conversational analytics check out 👉 What is Conversational Intelligence & How It Can Drive Growth for Your Business
According to IBM, conversational analytics make use of Artificial Intelligence, machine learning and natural language processing to extract data from written or spoken conversations. Data that you normally need deep knowledge in psychology and an advanced understanding of human nature. With conversational analytics you no longer need to spend half a decade in a university and another ten years in a clinical environment, just to understand if a lead has potential or not. AI will do that for you by reading and analyzing call recordings and transcriptions.
Conversational analytics refers to the process of analyzing and extracting insights from natural language conversations, typically between customers interacting with businesses through various conversational interfaces like chatbots and virtual assistants or other automated messaging platforms.
IBM Definition of Conversation Analytics – “What is conversational analytics?”
What exactly will it be analyzing? Mainly things like sentiment, keywords used, etc. Vital data that act as guides to effective lead evaluation.
How Can Conversational Analytics Lead Generation Help Your Business
Improved Lead Nurturing
Attracting and converting leads is a long-term process. Many pieces need to fall in the correct place for your strategy to be successful. You need content that will make potential customers pick up the phone or shoot a message to you. And this content must answer some key questions about your audience.
These questions differ from industry to industry, but you can boil them down to one. “What does my customer want?” Sounds simple, right? Well, it would be, if the customers also knew what they wanted. Sometimes, you have to guide them to the answer to their problems. You do that with relevant content and resources. With conversational intelligence lead generation, you can analyze past conversations to identify trends and patterns. This can help you understand what kind of messaging resonates with potential customers and what pain points they have. And then, you can produce content that will keep your business top-of-mind and move leads down the pipeline.
Conversational Analytics and Lead Evaluation
Picture this. You see a kitty. You use a common-knowledge method to attract it (you passed it). It approaches you. You reach out to pet it. And you end up with a few scratches and zero kitties petted. Why did this happen? Because you relied on your gut feeling instead of data.
Attracting leads is one thing. Evaluating them is a whole different story. Like when you are approaching a cat, you need to take a whole bunch of factors into account when rating a phone lead. Call duration, sentiment, keywords used. Doing it manually will yield questionable results and it’s a process that you can’t scale. You need to go through each call one by one and then spend time analyzing it. But, with conversational analytics lead generation you can turn this process into a data-driven one.
Conversational analytics use AI and machine learning to conduct sentiment analysis on phone calls. Understanding the hidden messages behind a lead’s tone of voice, volume and wording, you can see whether they have any chance of converting into a sale or not. Other metrics too, like call duration and keywords used can have an impactful influence on the way you evaluate leads. And as you know very well already, being able to separate qualified leads from dead-end ones, you can focus your efforts into much more productive channels and clients.
Improve Sales Team Performance with Conversational Analytics
So far, you probably evaluate your team performance on dry statistics like leads converted, calls answered and etc. Although they might seem like good enough indicators on whether a team member is performing well or not, with conversational analytics you can go even deeper.
By analyzing recordings and transcriptions of sales calls, you can identify areas where reps excel and pinpoint opportunities for improvement. You can hear firsthand how your team handles objections, talks about product features, and navigates difficult customer interactions. This allows for targeted coaching, tailoring guidance to each member’s specific strengths and weaknesses.
Additionally, with conversational analytics lead generation methods, you can spot patterns in customer behavior and concerns. This is not just data, but superweapons that your sales team can use to provide clients with personalized interactions and answer questions before they even arise.
The Conversational Analytics Benefits for Customer Service at a Glance
- Understanding Customer Sentiment
- Agent Training & Improvement
- Identifying Trends & Patterns
- Boosting Agent Efficiency
Additional Benefits of Conversational Analytics
Customer Service
The same methods you apply on conversational analytics lead generation, you can adapt to customer service as well. The right software can direct customers to the appropriate customer service agents with call flows and provide the latter with prompts and answers to common questions. This way, it can reduce the time it takes to resolve an issue and increase customer satisfaction.
🔥 If you want to learn more about how conversational analytics help with customer service check out 👉 How To Supercharge Your Customer Service with Conversational Analytics: The Essential 2024 Guide
🔥 And don’t fortget to check out our Call Routing article as well! 👉 Call Routing: The Definitive Guide for 2024
Customer Research
Conversational analytics are great research tools as well. By drawing on data from your customers they can paint a picture of themes and sentiments that they have about your product or services. Data like this can then empower you or leaders within your business to take action to alter or improve your product or operations.
Marketing
Conversational analytics can be a great helping hand with marketing too. In a nutshell, with conversational analytics you can optimize marketing campaigns more effectively, increase your conversion rates and gain a data-based competitive edge over your competition.
🔥 If you want to learn more about how conversational analytics help with marketing check out 👉 Harnessing Conversational Analytics in 2024: A Marketer’s Guide
Customer Loyalty & Retention
Successful resolution of queries and issues, accompanied by empathy and understanding increases not only customer satisfaction, but loyalty and retention as well. Customers prefer to work with businesses that make them feel heard. And the businesses that succeed on that aspect, are the ones that always gain an edge over their competitors.
Conversational Analytics & Nimbata
Although call tracking and conversational analytics are different things, they complement each other well. Call tracking allows businesses to monitor, record and analyze incoming phone calls. Conversational intelligence is a combination of technologies that analyze and deduce intent, sentiment and purpose from a written or spoken conversation.
Call Tracking Definition
Call tracking refers to the technology that enables the monitoring and recording of inbound phone calls. It’s essentially a system that uncovers how callers discovered your business. By assigning unique phone numbers to different marketing channels, Marketers can pinpoint which ads, campaigns, or search keywords are generating calls. This data is critical because it shows you what’s working in your marketing strategy and what’s not.
💡 For the complete Call Tracking Guide, check out this step-by-step guide.
Combining those two platforms, will yield you the best of both. With a call tracking platform like Nimbata you can generate transcripts and summaries and create smooth and effective call flows. Teamed up with conversational intelligence lead generation and you also get deep insights and data.
With Nimbata you can:
- Create intelligent call flows
- Record, transcribe and produce AI-generated summaries
- Evaluate, score and export leads on XLSX, CSV or Google Sheets
- Spot certain keywords and phrases in conversations that provide insights on call quality and lead scoring
- Automatically enrich your CRM with new or updated contacts for a complete customer journey
- Integrate with dozens of SEO, CRM, analytics and marketing tools
Valuable features to optimize your lead generating and evaluating processes.
Try Nimbata for free for 14 Days and see call tracking in action for yourself!
Conclusion
In this post we talked about how conversational analytics lead generation can help your business. In short, conversational analytics:
- Identify high and low performing marketing campaigns and help you optimize them
- Give you better tools to analyze and qualify leads
- Help you train and improve your sales team
Conversational analytics lead generation is ideal for businesses and professionals that use inbound calls for their sales and marketing efforts. It’s a must have tool.
