marinsoftware.com The Online-to-Offline Search Marketing Playbook Prioritize Your Most Valuable Callers A larger insurance provider determined that consumers in certain ZIP Codes were responsible for more high- profile prospect calls, so the marketing team uses DialogTech to prioritize call routing based on the caller’s location. All calls go to their call center, but now they put callers from high-converting ZIP Codes into priority queues to get answered right away. After two months, they saw a 2% lift in sales from this call routing process, resulting in millions in additional revenue. In another example, one of North America’s largest retail brands uses the call channel to support their online store. If an online shopper begins the checkout process, but calls the retailer’s contact center before finalizing a purchase, the retailer has DialogTech route the caller directly to a live call center agent to assist. These callers receive the immediate assistance they need to complete the purchase. Route Calls from Leads vs. Customers Differently C2 Education, a leading tutoring and test prep provider, uses DialogTech to route calls dynamically to acquire more customers. To ensure their call center agents devote their time to converting new business, the marketing team has rules in place to only route new phone leads to the call center while sending calls from existing customers to the caller’s closest tutoring center location for help. It’s helped them increase enrollments from calls to the call center by 150%. 8.Optimize, Analyze, Repeat Once you start getting attribution and analytics on calls, you should measure performance and optimize your marketing for what drives the best results. You can then scale your effort for what’s bringing in the most customers—online and over the phone—while correcting issues that hurt your ROI. It’s a learning loop that can have a powerful impact on the effectiveness of your marketing. How to Use Online and Call Data Together to Optimize Results