Voice-based marketing automation (VBMA) refers to software platforms designed for marketing, sales, and support departments to measure, manage, and automate their phone conversations. Marketing departments, sales teams, and support agents use VBMA to initiate, manage, monitor, track, route, record, and report on sales and support phone conversations.
VBMA encompasses a wide range of automation and analytics tools. It is used as a standalone solution and as a way to complement the functionality found in traditional marketing automation software.
Comparison to marketing automation
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Growth of voice-based marketing automation
Voice-based marketing automation platforms have emerged as an integrated solution in response to both the growth in mobile users and mobile advertising. It is estimated that mobile search will generate 73 billion calls to businesses (up from 30 billion in 2013) and businesses are placing more value on phone calls as a lead source, as is evident from the estimated $64.6 billion spent annually on ads to generate phone calls. Advances in call analytics have been made to provide businesses deeper insights to measure and optimize inbound calls.
Functionality
Voice-based marketing automation software consists of the following core pieces of functionality:
How voice-based marketing automation is used
There are three types of groups who use voice-based marketing automation software:
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