Articles by Lucy McCormick

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....

5 Sep 2025 | 4 min read

Marketing

Conversion rate optimization 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...

12 Aug 2025 | 6 min read

Marketing

AI conversion rate optimization: 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...

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 get the most from their budget, get ads in front of the...

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...

2 Jul 2025 | 4 min read

Marketing

Introduction to call tracking: Master attribution and 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...

18 Jun 2025 | 6 min read

Marketing

What is call attribution? Connecting conversations to conversions

When a customer picks up the phone, how do you know what drove them to call? With call attribution software, answering that question is a piece of cake. It’s the process of identifying...

11 Jun 2025 | 5 min read

Marketing

Call Tracking HubSpot Integration: When Calls Meet CRM

For marketers in call-centric businesses, visibility is everything. You need to know which campaigns are working, which touchpoints are driving action. Crucially, you need to know how...

28 May 2025 | 5 min read

Marketing

Call tracking for Google Ads: Time to unlock smarter bidding

When marketers talk about Google Ads, most of the focus tends to go toward clicks and online form fills. But that’s only half the story. If your strategy ignores phone calls, you're...