It might be surprising to learn that artificial intelligence (AI) has existed for over 70 years, but it’s only recently that the technology has become so advanced—and so widely available, in nearly everyone’s pocket.
AI is especially promising for marketers as it allows them to do many tasks faster and more strategically than ever before. There are dozens of use cases for how marketers use AI—everything from competitive research and content generation to campaign optimization and marketing automation.
Critically, this new generation of AI includes explosive advancements in the realm of speech recognition and conversation intelligence (CI). CI can expose valuable insights hidden in phone calls, highlight keywords spoken during conversations, identify positive and negative sentiment, create glance-able call summaries—and even automate the process of qualifying and scoring leads.
This goldmine of data was previously only available to marketers who had the time and energy to manually listen to calls themselves (or the funds to invest in a transcription service) but now it’s available to the rest of us who constantly find ourselves strapped for time.
Read on to learn how marketers can use AI to turn calls into their competitive advantage.
1. Tap into calls for qualitative research
AI has revolutionized the way marketers conduct research. With AI-powered research tools, they can process vast amounts of data and identify patterns and insights that would be impossible to uncover manually.
AI monitoring and listening tools, for instance, can process massive amounts of web and voice data to help businesses stay on top of industry trends, monitor their competitors, and identify opportunities for engagement with customers. Reputation monitoring tools can also help businesses track customer sentiment and respond quickly to negative feedback, improving their overall reputation.
Conversation intelligence also provides several research opportunities. It allows marketers to discover what customers really want by automatically analyzing the language customers and prospects use during calls. For instance, a real estate agent might see a spike in mentions of a particular neighborhood. CI also allows marketers to mine customer calls for sentiment and flag calls for quick escalation and routing, such as when a customer requests to speak with a manager.
2. Use AI-identified keywords to optimize search and SEO
While marketers have been using AI generators for SEO tasks like content outlines and keyword research for years, the challenge is making sure their assumptions about what audiences want match what readers are looking for.
This is where conversation intelligence comes into play—it can automatically identify key terms spoken in calls and map their frequency to spot emerging trends. One of the many benefits of quickly surfacing emerging trends in calls is that when marketers compare customer language to business offerings, they might discover a mismatch.
For example, a personal injury law firm might receive multiple calls about “scooter accidents,” but they may not have been aware that this was even an area of opportunity. Based on the strong upward trend in this CI-spotted keyword, however, the firm could open an entirely new line of business for scooter accidents—and add more SEO content to its website to further drive up traffic.
3. Get better generative content with call insights
AI writing has been on the market for quite some time, but before the generative AI revolution, it was surrounded by a negative stigma. With the proliferation of more advanced (and less plagiaristic) content creation tools, however, AI-powered content creation has gained significant popularity and credibility.
Insights from calls, such as frequently asked questions, are perfect fodder for generating content outlines or even rough drafts. AI can be a powerful tool for bypassing “blank page syndrome” and getting projects started with copy that marketers can further refine.
Aside from articles, AI writing tools can also speed up the production of almost any type of content that marketing teams need—email, blog posts, landing pages, social media copy, headlines, email subject lines, summarizing content for promotional blurbs and even sales pitches. Just remember, AI-generated content still requires a human touch to turn it into high-quality, engaging content that resonates with readers.
4. Optimize campaigns with validation from call data
Optimized marketing campaigns lead to a lower cost per acquisition and a higher return on investment—and AI can short-circuit the path to optimization by quickly sifting through data to determine what’s working and what isn’t.
Conversation intelligence, in addition to accurately transcribing and analyzing calls, can also be used to automate critical marketing processes like qualifying leads and tagging conversations as conversions. CallRail’s Conversation Intelligence software takes this one step further through direct integrations with Google Ads and Bing Ads. By integrating with ad providers, CallRail returns conversion data to the ad platforms which then allows their algorithms to automatically update bidding limits and optimize cost-per-click.
Marketers can also use AI to fine-tune marketing and keyword bidding strategies for further campaign optimization, such as identifying the most frequently used keywords and phrases in calls and then adjusting desired keywords accordingly.
5. Automate away the busywork with AI
Marketing automation is a powerful tool for businesses and marketing agencies that want to increase conversion rates and improve the efficiency of their marketing and sales teams. By combining user data and predictive analytics, AI can help predict what customers want. For example, AI can automatically deliver personalized offers to customers at the right time based on insights from past online behaviors. This helps increase conversion rates and deal sizes significantly.
AI-powered chatbots are a popular marketing automation tool because they can answer common questions, provide product recommendations, and even process orders. By acting as a first line of customer service or sales, these chatbots allow businesses to strike while the iron is hot and never miss a chance to nurture a lead.
Conversation intelligence is another powerful tool for marketing automation. As mentioned earlier, marketers can use CI to automatically qualify leads based on certain keywords or phrases mentioned during a call. When a lead is marked as “qualified,” marketing and sales teams can ensure timely follow-up by notifying sales staff as well as use the data to more accurately track the performance of different ad channels.
Hone your competitive edge with AI-powered call insights
Try CallRail’s Conversation Intelligence free today. Tap into a previously unexplored goldmine of marketing insights to help fine-tune marketing strategies and drive better outcomes.
