How Marketers Master the Call Channel to Win in the Customer Journey

by Katherine Buchholz June 30, 2016
June 30, 2016

Believe it or not (you should believe it), your customers are responding to your marketing by calling throughout the customer journey. And you can’t afford to ignore them. They want to call at every stage: from inspiration to research to purchase to post-purchase. According to Google, 62% even say it’s extremely/very important for them to be able to call when making a purchase. That’s higher than any other stage.

Still don’t believe me? Here’s some more proof:

  • Digital advertising will drive 108 billion calls to US businesses this year. (BIA/Kelsey)
  • When using mobile search to make a decision, people are 40% more likely to make a phone call. (Google)
  • Calls will influence $ 1 trillion in US consumer spending in 2016. (BIA/Kelsey)

Consumers in every industry value phone conversations in their path to purchase:

call conversions

Our new ebook goes into detail about the 3 stages marketers must go through to master the call channel and own the new omnichannel customer journey. Here’s a sneak peek:


The first stage is all about knowing who your consumers are and what the customer journey looks like for each of them. Not everyone will have the same path to purchase, so it’s important for marketers to understand where calls fit into each journey.

Questions to ask: How do people engage with my marketing? When do they call my business?


The second stage is about embracing the new customer journey. Once you do this you’ll be able to engage with your customers when and where they are researching, shopping, and purchasing. And you’ll be able to embrace when they are calling.

Questions to ask: How do I integrate the online and offline customer journey? How can I drive more calls?


The final stage involved in mastering the call channel is to optimize for calls. The customer journey is complex. You need the right information available to optimize for every touchpoint (including calls) and make channels work together in tandem.

Questions to ask: Do I have the correct data to optimize the full customer journey? Can I tell when people are calling and why?

Only with the right technology can marketers optimize for every touchpoint in the customer journey. We’ll break down what you need to get started.

Mastering the call channel isn’t as hard as you might think. You already optimize for online engagements – now do the same for customer calls. Learn how in our ebook, Calls and the New Customer Journey: How Marketers Drive Revenue by Mastering the Call Channel.

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