Why marketers should be using Conversation Analytics in 2024

The latest season of our Insights & Impact podcast has just landed! We’re kicking off this new season by talking about why marketers should be using Conversation Analytics in 20224 – and beyond! Hosted by our Head of Growth Marketing, Matt McGillicuddy, and Senior Analyst from our Insights & Intelligence team, Sarah Wakefield. In this episode, you’ll hear all about the types of insights you can extract from the conversations you have with customers, and how to use them to make smarter decisions.

Matt and Sarah start by uncovering some of the trends we’re seeing in the Infinity Hub. Their conversation is packed with tips on how marketers can use Conversation Analytics to craft more compelling campaigns and generate solid pipelines.

What is Conversation Analytics?

Let’s start of by giving a quick overview of what Conversation Analytics is. Infinity’s Conversation Analytics is a suite of advanced speech analytics tools. With it, you can automatically record every phone call your business makes and takes. So, you get your hands on the purest form of customer intel and gain a deeper understanding of your audience.

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What the call trends we’ve seen mean for marketers

Since the start of 2024, we’ve seen a marked increase in call duration in the Infinity Hub data. Our call data tells us that we’re now seeing a 13.3% YoY increase in calls that are now over the average of 5 minutes across industries. This shift in consumer behaviour tells us 2 key things:

1. Higher call durations often spell higher intent callers, so it makes sense to get more people picking up the phone
2. Marketers have access to even more data they can use to refine messaging and drive better campaign performance

Now, why should marketers care about what happens on calls? Well, having this intel means you – as a marketer – can make much smarter and more informed decisions around campaign optimization. Result? Impact 3 core pillars that’ll ultimately make a massive difference to your revenue-driven targets:

• Improving the overall customer experience and safeguarding brand reputation
• Identifying new trends and opportunities you might have otherwise missed
• Driving conversion rate optimisation efforts to get more deals over the line

So, if you want to get more high-intent customers to pick up the phone and in your pipeline, grab your headphones and listen in!