Add a call marketplace to your marketing strategy
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:
- 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.)
- The solution provider runs digital ad campaigns on your behalf.
- 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.
- You only pay for qualified calls.
You receive a stream of high-quality inbound phone calls to help drive new business. And if you choose a call analytics leader to drive the calls, you benefit from proprietary technology and industry expertise.
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.
2 top industries that prove the ROI benefits of Marchex Call Marketplace
Marketing leaders are always proving ROI from their marketing campaigns in hopes of maintaining (and even expanding) their budgets.
There’s no big secret to justifying your ad spend. Hit your KPI’s and revenue targets! But marketers can only do so much with access to the channels that are within their media mix. Which makes it challenging to hit performance targets. When you are a marketer who cares about calls you need a high-performance ad network that can provide incremental call leads outside of the media mix you are already investing in.
Let’s dive into how two industry leaders found amazing ROI results for their business with an end-to-end high-performance ad network solution.
(Each case study is linked, so feel free to click through for a more in-depth read.)
Our customer was tasked to find a pay-per-call ad network solution that could drive qualified calls to their agents. To gain more high-intent inbound calls, the company employed Marchex Call Marketplace, a pay-per-call ad network solution that extends the reach of digital marketing programs.
- Received new inbound calls with the highest intent to convert¹
- 170% increase in new quotes
With results like that, clients can be confident that they’re earning amazing ROI —on the money they’re spending on Call Marketplace.
IHG, the world’s leading hotel company, is faced with an ongoing challenge of cost-effectively filling as many rooms as possible while competing with other lodging providers. To manage filling those rooms, IHG’s call center operation has agents prepared to convert inbound calls to bookings and manage inventory across hotel properties. This makes them an ideal candidate for Pay For Call (PFC) advertising. As a result of their Call Marketplace campaign, IHG sees an average conversion rate that is higher than the company sees with other media partners.
- Achieved 39:1 return on spend
- Higher conversion rate of 12%
While there may not be a magic bullet, one-size-fits-all solution for proving and improving ROI, these examples illustrate how partnering with a high-performance ad network, like Call Marketplace can make a serious difference.
If you’re interested in exploring the benefits that Marchex can bring to your business, you can start right now: Begin your campaign, or request a personalized Marchex Call Marketplace demo. Learn more about Marchex Call Marketplace.
Get more high-quality leads from the industry expert you already trust
For our current analytics customers, we’ve got a strategy to further boost your inbound leads. With our Call Analytics suite, we help you optimize calls every step of the customer journey. From finding high-performing channels and keywords to uncovering high intent callers, we help you wring the most out of your existing inbound calls. But, did you know we can also help you drive more calls in the first place?
Marchex Call Marketplace + Marchex Call Analytics: Better Together
Marchex Call Marketplace (MCM) is the high-quality performance-based mobile ad network designed to drive new customer calls while lowering cost per acquisition. MCM brings together top consumer brands with publishers who have been hand-picked for performance and quality. Unlike other ad networks, MCM combines in-house call analytics data with industry-leading technology and digital campaign expertise to reach high-intent consumers across its ad network. You drive calls effectively using insights from Marchex Call Analytics; we drive additional calls to you from channels on Marchex Call Marketplace.
The Marchex Call Marketplace Advantage
Marchex offers optimized ad placement based on its in-house call analytics data, focusing budget on the best performing inventory. In addition, the Marchex interactive voice response (IVR) system can help qualify intent of consumers who are actively looking for new products and services. In other words, our industry-leading technology is applied to your campaigns to filter for high-quality leads targeting the lowest possible cost-per-acquisition.
Marchex leverages its industry expertise to work with traditional publishers and mobile ad networks to drive call volume at scale. We pass these efficiencies on to you, since you only pay for qualified calls from prospective new customers. Call quality is typically determined by call duration and caller IVR selection (e.g. new vs. returning caller).
Need more calls now? On average, advertisers start receiving calls from a new campaign within five business days after ad assets and approvals are received.
Driving more volume often comes down to simple math: My marketing campaigns need to drive X volume of calls to get Y number of qualified leads to hit my revenue target of Z.
With a call marketplace, you receive a stream of high-quality inbound phone calls to help drive new business. And if you choose Marchex, you benefit from having a Call Analytics leader that drives calls leveraging proprietary technology and industry experience.
To learn more about the benefits of a call marketplace and to read some customer use cases, download our e-book. Calls for Sale: How to increase calls to drive more revenue.