Welcome to the next digital battleground: inbound call marketing. Savvy marketers need to understand how they can tap into the growing inbound direct response call marketing space to acquire new leads and customers, while doing so in a smart, deliberate manner that helps cut down on customer acquisition and media buying costs. When your inbound marketing campaign is bringing in leads hand over fist, and your boss is giving you high-fives, it’s easy to forget that all of those leads still need to be converted into sales. As it becomes easier for consumers to dial your call centre, it also becomes more expensive to service those leads. Before launching an inbound call marketing campaign, carefully consider your key performance metrics, and also your combined media and lead servicing costs. Often, it may be more cost effective, and yield better performance, if you’re more judicious upfront with which leads you will accept, rather than allowing every lead to come over the transom and flood your call centre. It’s a cliché, but lead quality definitely trumps lead quantity when it comes to inbound call marketing campaigns. Get the full story at The Drum