Articles by Lucy McCormick

24 Sep 2025 | 5 min read
Marketing
From click to call to conversion: Fixing the leaks in your sales funnel
Marketers need to show value at every stage of the customer journey, including what happens after someone picks up the phone. For call-centric industries, calls are often the clearest...
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12 Sep 2025 | 4 min read
Marketing
Call CRO: The untapped lever to lower CPL and boost ROAS
In call-centric industries, every conversation carries weight. You can invest heavily in generating leads, but if those high-intent calls don’t convert, it eats into budgets fast....
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5 Sep 2025 | 4 min read
Marketing
Conversion rate optimisation for phone leads: A practical guide for marketers
When it comes to generating pipeline, phone calls are still one of the clearest signs of intent. But generating calls isn’t enough. If those conversations don’t end in sales, valuable...
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12 Aug 2025 | 6 min read
Marketing
AI conversion rate optimisation: How it works and why it matters
When it comes to winning customers, speed and precision matter. For marketers and sales teams in call-centric businesses, understanding why a high-intent lead picks up the phone but...
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23 Jul 2025 | 7 min read
Marketing
Top tips for campaign planning: From strategy to success
In 2025, campaign planning isn't what it used to be. Marketers need to rethink how they plan, execute, and refine campaigns to make sure they get the most from their budget, get ads in...
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21 Jul 2025 | 7 min read
Marketing
Different types of call tracking: Unlock intel on your customer journey
When your pipeline depends on conversations, knowing what drives every call is a game-changer. That’s where different types of call tracking can help you understand which marketing...
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2 Jul 2025 | 4 min read
Marketing
Introduction to call tracking: Master attribution & boost conversions
Here’s your full introduction to call tracking – an essential tool for marketers looking to close the attribution gap and boost conversions. In a world where customer journeys span...
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