blog_icon_art The Marchex Blog

Need more high-quality inbound calls? Employ a call marketplace!

Drive more calls to drive more high-quality leads

In many industries, the inbound phone call represents a significant source of revenue.  Marketers drive phone calls through search campaigns and other digital media. But even after optimizing campaigns and call handling, the volume can fall short.

What’s a marketer to do?

Add a call marketplace to your marketing strategy

Per-per-call campaigns won’t be successful unless your brand can target the most valuable consumers and optimize campaigns based on performance. With a call marketplace, you receive a stream of high-quality inbound phone calls to help drive new business.

A call marketplace combines call analytics data, industry expertise, and technology to optimize campaigns that target high-intent customers through the phone. The function of a call marketplace solution is focused on one goal: reaching and converting high-intent consumers. A call marketplace filters calls based on pre-defined criteria and passes them to your call center to help you acquire the high-quality leads you need at (often) a better cost-per-lead than you could get on your own.

How a call marketplace works

When you partner with a call marketplace provider, here’s what happens:

  1. You define a quality call by selecting two parameters – whether the caller is new and call duration. (Example: Caller is a new prospect, and the call needs to last at least two minutes.)
  2. The solution provider runs digital ad campaigns on your behalf.
  3. The solution provider should filter out spam calls, and then route new calls to your business or call center if the caller self-identifies as “new” in the interactive voice response system.
  4. You only pay for qualified calls.
  5. You receive a stream of high-quality inbound phone calls to help drive new business.

To learn more about the benefits of a call marketplace and to read some customer use cases, download the e-book. Calls for Sale: How to increase calls to drive more revenue.