Articles by Lucy McCormick

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...

21 May 2025 | 4 min read

Marketing

AI call tracking: Automate insights and boost performance

Modern marketing lives and dies by data. But it’s not just about having data, it’s about having the right tools to capture, interpret, and act on it. For marketers in call-centric...

14 May 2025 | 5 min read

Marketing

Tracking phone calls from zero-click search: Everything marketers need to know

AI is reshaping the way people search. The rise of zero-click search now means around 60% of searches end without a single click. Result? Traditional marketing funnels and lead...

30 Apr 2025 | 4 min read

Marketing

Call tracking for Salesforce: A game-changer for marketing attribution

If you’re a B2B marketer using Salesforce, one question probably keeps surfacing: Where are our best leads really coming from — and are we tracking all of them? Call tracking for...

2 Apr 2025 | 5 min read

Marketing

AI in 2025: Where innovation meets impact

AI in 2025 isn’t just an upgrade — it’s a full-scale evolution of how we work, create, and compete. From Google’s latest experiments to real-world applications by business leaders,...

19 Mar 2025 | 4 min read

Marketing

How Smart Outcomes delivers tangible results for marketers

Nailing customer journey analytics and unlocking full-funnel attribution doesn't have to be a pipedream for marketers anymore! With campaigns spanning PPC, social, organic search, and...

12 Mar 2025 | 5 min read

Marketing

The ultimate guide to ROAS optimization through first-party data integration

Return on ad spend (ROAS) optimisation is one of the North Star metrics for any marketer running paid campaigns.