Articles by Lucy McCormick

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...

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...