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As a B2B marketer, you're responsible for driving leads that ultimately convert to revenue.

But what happens when you overlook a valuable source of leads... such as inbound phone calls?

Nearly two-thirds (66%) of businesses rate phone calls "good" or "excellent" as a source of leads—more than any other inbound lead source, according to BIA/Kelsey. Remarkably, though, most B2B companies don't have a strategy to drive inbound calls. In fact, 60% of marketers don't know which campaigns drive inbound calls.

If you're not tracking and optimizing for inbound calls, you could be making decisions—including where to invest marketing dollars—that actually result in fewer leads.

Most people on the path to purchase bounce from offline to online and across channels. Inbound calls therefore provide an opportunity to gather insights from callers to get a 360-degree view of the buyer's path to purchase.

Moreover, inbound calls have the potential to reveal areas where you can better tailor messaging and the buyer experience to customer needs, addressing their top questions and objections. Finally, call intelligence can shed light on demographic details, including geographic location.

So here are 12 steps to help you get more inbound calls—and generate leads as well as customer intelligence.

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image of Eric Holmen

Eric Holmen is EVP of sales at Invoca, a leading provider of inbound call marketing automation solutions.

LinkedIn: Eric Holmen

Twitter: @eholmen