<s>
Voice-based	B-Application
marketing	I-Application
automation	I-Application
(	O
VBMA	O
)	O
refers	O
to	O
software	O
platforms	O
designed	O
for	O
marketing	O
,	O
sales	O
,	O
and	O
support	B-General_Concept
departments	O
to	O
measure	O
,	O
manage	O
,	O
and	O
automate	O
their	O
phone	O
conversations	O
.	O
</s>
<s>
Marketing	O
departments	O
,	O
sales	O
teams	O
,	O
and	O
support	B-General_Concept
agents	O
use	O
VBMA	O
to	O
initiate	O
,	O
manage	O
,	O
monitor	O
,	O
track	O
,	O
route	O
,	O
record	O
,	O
and	O
report	O
on	O
sales	O
and	O
support	B-General_Concept
phone	O
conversations	O
.	O
</s>
<s>
It	O
is	O
used	O
as	O
a	O
standalone	O
solution	O
and	O
as	O
a	O
way	O
to	O
complement	O
the	O
functionality	O
found	O
in	O
traditional	O
marketing	B-Application
automation	I-Application
software	O
.	O
</s>
<s>
Voice-based	B-Application
marketing	I-Application
automation	I-Application
platforms	O
have	O
emerged	O
as	O
an	O
integrated	O
solution	O
in	O
response	O
to	O
both	O
the	O
growth	O
in	O
mobile	O
users	O
,	O
and	O
mobile	O
advertising	O
.	O
</s>
<s>
Voice-based	B-Application
marketing	I-Application
automation	I-Application
software	O
consists	O
of	O
the	O
following	O
core	O
pieces	O
of	O
functionality	O
:	O
</s>
<s>
Hosted	O
IVR	O
(	O
interactive	O
voice	O
response	O
)	O
Is	O
a	O
cloud-based	B-Architecture
technology	O
that	O
allows	O
a	O
computer	O
to	O
interact	O
with	O
humans	O
through	O
the	O
use	O
of	O
voice	O
and	O
DTMF	O
tones	O
input	O
via	O
keypad	O
.	O
</s>
<s>
Outbound	O
IVRs	O
are	O
also	O
used	O
in	O
voice	O
broadcast	B-Operating_System
campaigns	O
to	O
conduct	O
customer	O
surveys	O
,	O
solicit	O
and	O
process	O
orders	O
,	O
and	O
more	O
.	O
</s>
<s>
Voice	O
broadcasting	B-Operating_System
Is	O
a	O
mass	O
communication	O
technique	O
that	O
broadcasts	B-Operating_System
telephone	O
messages	O
to	O
hundreds	O
or	O
thousands	O
of	O
call	O
recipients	O
at	O
once	O
.	O
</s>
<s>
Voice	O
broadcasts	B-Operating_System
delivered	O
via	O
voice-based	B-Application
marketing	I-Application
automation	I-Application
can	O
be	O
an	O
audio	O
recording	O
,	O
a	O
text-to-speech	B-Application
message	O
,	O
or	O
an	O
IVR	O
for	O
handling	O
recipient	O
interaction	O
.	O
</s>
<s>
Agent	O
panels	O
Appear	O
on	O
sales	O
and	O
support	B-General_Concept
agents	O
computer	O
screens	O
and	O
display	O
information	O
on	O
incoming	O
calls	O
,	O
such	O
as	O
their	O
names	O
,	O
phone	O
numbers	O
,	O
the	O
marketing	O
source	O
they	O
are	O
calling	O
from	O
,	O
and	O
CRM	O
information	O
.	O
</s>
<s>
Manager	O
dashboards	O
Appear	O
on	O
the	O
sales	O
or	O
support	B-General_Concept
team	O
manager	O
’s	O
computer	O
screen	O
and	O
enable	O
them	O
to	O
monitor	O
agent	O
activities	O
.	O
</s>
<s>
SMS	B-Device
messaging	O
Is	O
a	O
service	O
where	O
business	O
can	O
send	O
text	O
messages	O
to	O
their	O
use	O
base	O
to	O
generate	O
and	O
nurture	O
leads	O
,	O
confirm	O
appointments	O
and	O
deliveries	O
,	O
provide	O
alerts	O
,	O
and	O
other	O
functions	O
.	O
</s>
<s>
API	B-General_Concept
integration	O
Is	O
a	O
protocol	O
intended	O
to	O
be	O
used	O
as	O
an	O
interface	B-Application
by	O
software	B-Architecture
components	I-Architecture
to	O
communicate	O
with	O
each	O
other	O
.	O
</s>
<s>
There	O
are	O
three	O
types	O
of	O
groups	O
who	O
use	O
voice-based	B-Application
marketing	I-Application
automation	I-Application
software	O
:	O
</s>
<s>
Marketers	O
Use	O
voice-based	B-Application
marketing	I-Application
automation	I-Application
to	O
generate	O
,	O
track	O
,	O
qualify	O
,	O
filter	O
,	O
route	O
,	O
and	O
report	O
on	O
inbound	O
sales	O
calls	O
.	O
</s>
<s>
They	O
also	O
use	O
the	O
call	O
recording	O
component	O
to	O
review	O
sales	O
and	O
support	B-General_Concept
calls	O
.	O
</s>
<s>
Salespeople	O
Use	O
voice-based	B-Application
marketing	I-Application
automation	I-Application
to	O
capture	O
and	O
respond	O
to	O
phone	O
leads	O
.	O
</s>
<s>
Sales	O
teams	O
also	O
use	O
the	O
voice	O
broadcasting	B-Operating_System
and	O
SMS	B-Device
messaging	O
components	O
to	O
automate	O
the	O
communication	O
of	O
information	O
and	O
to	O
process	O
orders	O
.	O
</s>
<s>
Support	B-General_Concept
professionals	O
Use	O
voice-based	B-Application
marketing	I-Application
automation	I-Application
to	O
provide	O
phone-based	O
customer	O
service	O
using	O
a	O
virtual	O
call	O
center	O
to	O
handle	O
support	B-General_Concept
calls	O
.	O
</s>
<s>
Support	B-General_Concept
teams	O
often	O
use	O
the	O
IVR	O
technology	O
component	O
to	O
answer	O
incoming	O
calls	O
,	O
provide	O
answers	O
to	O
routine	O
inquiries	O
,	O
conduct	O
surveys	O
,	O
and	O
route	O
callers	O
who	O
need	O
to	O
speak	O
to	O
a	O
live	O
person	O
to	O
the	O
correct	O
agent	O
or	O
group	O
of	O
agents	O
.	O
</s>
