Twilio > Case Studies > Optimizing Lead Qualification with WebRTC: A Datalot Case Study

Optimizing Lead Qualification with WebRTC: A Datalot Case Study

Technology Category

Application Infrastructure & Middleware - Event-Driven Application
Platform as a Service (PaaS) - Application Development Platforms

Applicable Industries

Cement
Telecommunications

Applicable Functions

Sales & Marketing

Use Cases

Real-Time Location System (RTLS)
Time Sensitive Networking

Services

System Integration

About The Customer

Datalot is a Brooklyn-based company founded in 2009 by Josh Reznick. The company is focused on eradicating the inefficiencies that plague the online lead generation industry. Datalot develops pay-per-call advertising solutions, with a specific focus on transforming individuals who click on online ads into paying customers. This is particularly relevant for product categories where sales are typically done offline. To achieve this, Datalot has built a team of engineers who have developed DialDrive, a web-to-phone platform and cloud-based contact center designed specifically for web and mobile marketing.

The Challenge

Datalot, a company that develops pay-per-call advertising solutions, was facing a significant challenge in improving response times for internet leads to increase sales. The online lead generation industry was plagued with costly inefficiencies, making it difficult to convert someone who clicked on an online ad into a paying customer. The average time it took companies to respond to online leads was 42 hours, and 23% of companies never responded at all. The existing web-to-call infrastructure was a patchwork of separate processes and technologies that did not communicate with each other, leading to a loss of valuable information about the lead and a delay in response times. This resulted in sales reps being overwhelmed with too many leads or having too few to work with.

The Solution

To address these challenges, Datalot built DialDrive, a revolutionary platform that automates the web-to-phone sales process and offers live leads on demand. DialDrive was designed to fundamentally change the way that leads are generated, distributed, and handled by inbound sales teams. It was built on Twilio Client and the Twilio communications API platform, chosen for its flexibility, reliability, and scalability. DialDrive made it possible to seamlessly connect a click with a call, passing the potential customer on to the appropriate sales agent or service provider, and allowing companies to immediately qualify these prospects. Sales reps could log into a web browser, plug in a headset, and start bidding on calls whenever they needed new leads. DialDrive also incorporated cutting-edge technologies such as WebRTC, a set of open-source communications protocols, without having to overhaul the application.

Operational Impact

The implementation of DialDrive has revolutionized the way Datalot handles leads. The platform has eliminated the friction in the process of moving people who clicked on an ad to the phone, reducing the time it takes to call back a lead from hours or even days to just minutes. It has also made it possible to retain valuable information about the lead, such as what ad was clicked on or where the ad was displayed. This has given companies that buy leads more control over lead volume and quality. Furthermore, DialDrive has provided sales reps with more control over their working environment, allowing them to specify the exact times leads should be delivered and to set concurrency caps on calls. The platform has also made it easy to incorporate IP telephony into the service, freeing up the team to focus on developing innovative features and functionality.

Quantitative Benefit