21 AI use cases to turn calls into marketing data [+Prompts]

This post was sponsored by CallTrackingMetrics. The opinions expressed in this article are solely those of the sponsor.

If you enjoy having random conversations on ChatGPT or tricking a car dealer's chatbot into offering you a new car for $1, wait until you start using secure AI professionally.

Marketers are finding many ways to use generative AI for SEO research, copywriting, summarizing findings, and more.

But one of the most natural and safest fits for AI is the discovery of marketing data during conversational call tracking.

Don't you believe us?

Here are a number of great AI marketing use cases to get your team started.

Easy call tracking definition

Call tracking is the act of using unique phone numbers to connect conversations to marketing sources and collect other caller data, such as:

• Caller location.
• New or repeat subscriber.
• Website activity associated with the caller.

This helps you attribute sales to:

• Top-performing marketing materials.
• Top-performing local website landing pages.
• Best performing PPC campaigns.

Manually tracking and analyzing each conversation can take hours, and important nuances are often missed.

This is where AI can speed up the discovery of marketing insights and automatically update contacts and sales pipelines.

All you need is a prompt.

What prompts or quick recipes can I use to get AI insights from call tracking?

Automatically recorded call transcription + AI prompts = automated conversation intelligence.

Configuring this setup can significantly speed up first-party data collection.

More specifically, the prompt has two main parts. What questions do you want the AI ​​to answer and how do you want the AI ​​to answer them? As an example:

Question: What prompted the caller to contact you?

prompt [how should AI answer]: You are a talented sales agent responsible for identifying which marketing channels are driving calls to your contacts. If the contact cannot determine what prompted the call, simply reply “None.”

Below is an example of a response to what your contact says.

• Podcast advertising.
• Social posts.
• Recommendations from friends and family.
• I stopped by the event booth.
• Read reviews online.

1 – 18. How to update customer contact fields using AI

The beginning is boring, but powerful. Generative AI automates data entry tasks such as capturing customer conversations and updating caller profiles to stay relevant and qualified.

Image created by CallTrackingMetrics, March 2024

impressive? no.

However, the time savings add up quickly, allowing your team to work on things they love (that benefit your company) instead of manually filling out a summary panel after a call.

What contact information can AI automatically update?

1. name – Getting the name from the caller ID is a great start, but is it the name the caller prefers? Is it up to date or is it still the name of a former customer who left the company to pursue a dream? Are you there? Quick AI prompts make sure you're greeting the right person when they call you back.
2. email address – This may be the default value for form submissions, but it may require a lot of back and forth to get the email address from the caller. The AI ​​won't ask for the last part again or ask you to read it back to verify. Just do it.
3. Company Name – You may be using a sales intelligence tool like ZoomInfo to pull this type of information from your database. Still, you may enjoy the precision of extracting directly from the prospect's words.
4. Buyer's role – It may not be a basic field, but it can still be filled in with one AI (just like the other custom fields below!). Give the AI ​​a list to choose from, like researchers, influencers, and decision makers. Indeed, it would be nice to know how much influence they actually have without directly asking the question.

Can AI automatically tag conversations in your CRM?

of course!

CRMs and sales enablement tools use tags to categorize and segment conversations for further analysis and follow-up.

Common tags for call tracking include marking someone as a new or repeat caller.

Tags can be set manually. You can set tags using if/then triggers. And what this means is that you can use AI to update your tags.

Image created by CallTrackingMetrics, March 2024

Use AI to automatically add tags to prospect profiles based on actual calls.

5. spam – Sure, you can mark something as spam yourself, but why not let an AI mark it so you can move on to the actual work?
6. product tag – What was the person on the phone asking? Add product tags to your calls for further analysis and to jump right into the sales pitch when you get a call back.
7. life cycle tag – Let AI explore what types of questions prospects are asking and rate them along a scale from learning to readiness to buy. Alternatively, you can mark them as an existing customer.
8. Target account – Did the caller mention the size of their company? Perhaps they asked about revenue or technology stack? By letting AI know what your ideal customer looks like, you can instantly identify them when you're talking to them.

Can generative AI generate leads in CRM?

yes! However, if 100% of your calls end in sales, skip this part.

For everyone else, phone, text, and chat leads range from people who won't buy anything to people who will give you their credit card information.

You need a way to determine which leads are close to being “ready.” This is where lead scoring comes into play.

Image created by CallTrackingMetrics, March 2024

There are many ways to score conversations, but you can also use AI to scrutinize transcriptions and identify leads.

For call scores, this often looks like a score of 1 to 5.

Here are some examples of how AI can automatically score leads from transcripts and chat logs.

10. Preparation for purchase – The most classic approach to scoring is to ask, “How likely is this prospect to buy?” A score of 1 means you are ineligible and a score of 5 means you have already paid.
11. Ideal customer Fit – Similar to adding the target account tags above, you can train the AI ​​on what your best customers look like and it will also give you a score. How well does this caller fit your ideal profile?
12. coaching – It doesn’t have to be all about leads. Sometimes we want to score our team. How closely did your sales team follow the script? Were they friendly? AI creates the score.
13. Follow-up priority – Aggregate purchase readiness, customer suitability, and other information to determine how aggressively to follow up with leads.

Can Generative AI capture and update custom fields from phone calls and chat logs?

Your company may not be the same as other companies that use call tracking to gain insights about their customers.

You'll need the flexibility to decide what's important to you, not what your call tracking provider deems important.

Custom fields let you combine creativity and strategy with the scalability of AI to automate almost anything.

Image created by CallTrackingMetrics, March 2024

AI can accurately assess and record:

15. product knowledge – You’ve tagged your phone with your product name, but how much time do you need to spend educating and selling to your prospects?
16. Related product – What else can you sell this person?
17. reservation – If your team is running an appointment or demo, having AI add calendar dates to custom fields opens up automation possibilities.
18. next step – Follow up with an email, phone call, or reservation confirmation text. AI derives the best next steps from your conversations.

19 – 21. How to use generative AI to take actions on automatically updated sales reps

Save time by updating fields with call tracking and AI.

If that's not interesting enough, let's see what you can actually do with these automatic fields.

Image created by CallTrackingMetrics, March 2024

19. Automate ad optimization

Use conversion data to inform your decisions.

Throw AI into the mix and you can go from A to optimization without having to do anything.

how?

The tags and fields that AI just updated become qualifiers to send only the signals that are important to your business to platforms like Google Ads, where machine learning works hard to find more of the same signals. If you were previously stuck sending simple conversions (such as calls lasting more than 90 seconds), you can now send conversions and product tags with a readiness score of 3 or higher.

20. Improving CRM personalization

First, the AI ​​automatically scraped conversations and captured email addresses, allowing you to add new contacts to email-centric tools like HubSpot right after a conversation ends. H

Have you updated your product tags? Use this as a great trigger to sign up for relevant email drips.

Feed call scores and product tags into your CRM's lead scoring system, adding complexity to a typically surface-level approach. Or do something as simple as sync your company name to your records so you can personalize your outreach.

21. Transaction Follow-up and Closing

You're not letting the AI ​​fill in custom fields for fun, you're doing it to make your job easier.

And one of your main jobs is to follow up after the conversation to get the other person closer to buying.

Agreed on a time for your next meeting? Send that date field to your favorite scheduling tool and you'll receive a calendar invite in your inbox. Or did they make a more gentle “call me next week” promise? Use this to send callers to your outgoing dialer, which is set to call you as soon as you log in next week.

How to analyze calls using AI

Beyond data entry, providing call transcription to AI can unlock insights that can help your team improve.

In the time it takes to read an 8-minute phone conversation, the AI ​​will analyze a day's worth of calls and the robot will take whatever the equivalent of a coffee break is for you.

What can AI do to upgrade conversational intelligence? Unfortunately, after 16 use cases, the character count has increased considerably. I'll save that for Part 2: Another Tons of AI Use Cases for Call Tracking.

image credits

Featured Image: Image by CallTrackingMetrics Used with permission.