Voice-based marketing automation (VBMA) refers to software platforms designed for marketing, sales, and support departments to measure, manage, and automate their phone conversations.
Marketing departments, sales teams, and support agents use VBMA to initiate, manage, monitor, track, route, record, and report on sales and support phone conversations.
[1] VBMA encompasses a wide range of automation and analytics tools.
It is used as a standalone solution and as a way to complement the functionality found in traditional marketing automation software.
[5] With Google's call-only ad type, businesses were able to generalize billions of calls through mobile search.