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Marketer of the Year

DRMA Spotlight: More Than Just a Pretty Number

1 Feb, 2012 By: Jackie Jones Response

Dial800 does a number on its competition with superb customer service skills and product offerings — and still manages time to educate the DR industry.


Age may just be a number, but the right number could add ages to your company’s success — and that’s something the people behind Los Angeles-based Dial800 have known for more than two decades.

Dial800, which provides marketing optimization tools to help marketers increase leads and sales, is coming off a stellar year, according to Scott Richards, chief executive officer, and James Diorio, chief operating officer.

“This last year was unbelievable,” Richards says. “We had such broad acceptance by the entire DR industry. Many leading agencies became clients of ours, and they love what happens at Dial800. We grew 25 percent and became part of the exclusive Inc. 5000.”More than just a pretty number.

“That was really exciting for us,” Diorio adds. “The Inc. 5000 looks at the 5,000 fastest-growing companies in the United States, and out of a total of 7 million privately held companies, we’re in the top 5,000.”

Dial800 offers DR marketers some of the best services in the business. CallView360 provides critical consumer insight through its full transparency and access to real call counts and household demographic profiles of callers; AccuRoute allows clients to implement custom solutions for all call routing needs to a variety of call centers; and RapidRecall is the industry’s largest bank of memorable toll-free numbers that have been proven to increase leads and sales by 25 percent or more.

RoundtripThe latest addition to Dial800’s offerings is RoundTrip, which allows clients to see exactly what has occurred from the point a lead comes in to the back-end close, allowing marketers to determine which offers, media and call centers are most effective. While the success Dial800 clients have seen through AccuRoute has increased conversions and decreased abandoned calls, it has also created new challenges dealing with different data from different call centers, creating the need for RoundTrip, Diorio notes.

“What RoundTrip does is take all the data back from the call centers, puts it in one unified format and makes it easy to digest, so the marketer can look at one screen with multiple graphs that display the revenue generated by each different call center,” he says. “More than that, we actually transform the data and send it to the marketer in the customized format that they want to have it in.”

Dial800 attributes the company’s most recent successes to its proactive customer service skills; its tracking and reporting services; and the ease of integration and use that customers report experiencing with Dial800 and its services.

“We’re different from other call routing companies in a number of ways. We have a great concierge group — it’s not just customer service. Just like a concierge at a great hotel, they’re there, committed to making sure our clients get exactly what they need, and they get it all the time,” Diorio says.

Dial800 is keenly aware of many emerging trends facing the DR industry, most notably the ever-expanding reach of the Hispanic marketplace. In fact, the U.S. Hispanic advertising market is expected to grow between 4 percent and 5 percent in 2012, according to a survey conducted by Portada.

“What we’ve done to address that is to add native Spanish speakers at Dial800 throughout our concierge group, our telecom group, as well as our development group,” Richards says. “What that means is that it’s easier to communicate with the Hispanic clients and the call centers who operate in Spanish. Whenever you speak in your native tongue, there is a level of trust and you understand nuances. That’s really important.”

Dian In to SuccessThis effort to serve the Hispanic marketplace has not gone unnoticed. Lucio T. I. Maramba, director of operations at Mercury Media en español remarks, “Dial800’s marketing optimization suite – and especially RoundTrip — are now an integral and vital part of every routing campaign we launch. Three things really set them apart: terrific customer service, the fact that their consolidated data reporting allows us to focus on making better media buys instead of managing various call center relationships, and the ease of set-up and integration.”

Dial800 executives are quick to attribute much of the company’s expansion and growth to the thought leadership provided by Richards, whose lectures and panels have been featured at multiple industry tradeshows.

“We’re really proud of Scott and the thought leadership he’s providing to not only Dial800, but the whole industry,” Diorio says.

With clients who boast 25-percent to 69-percent more response with Dial800’s memorable numbers, the figures speak for themselves. Richards and Diorio are eager to see where the coming year takes the business.

“People wonder if it’s worth the incremental costs just to get a better number. It’s unbelievable, but just a 1-percent to 2-percent more cost gets you 10-, 20-, 30-percent more calls,” Richards says. “It’s like an airplane. It’s going to fly whether it’s half full or all the way full. What’s the airplane? That’s your media buy. That’s where the big money is — if you get just 10-percent more calls, you get 50-percent more profits. The numbers are astounding.”

“Dial800 optimizes the entire campaign, and at the end of the day it’s really about if the customer is making more profits,” Richards adds. “The reason we’ve grown 25 percent is because the customers do make a huge return. An investment in Dial800 is the best investment a client can make outside of their media, creative and offer. We’re the last component to make everything better, to squeeze every dollar out of that airplane that is already flying.”

Dial 800Dial800 provides marketing optimization tools that increase leads and sales for online and offline advertising campaigns with call tracking, call routing, memorable 800 numbers and unified data reporting. View the DRMA Spotlight video of Dial800 here.

  • Location: 9911 W. Pico Blvd., Suite 1200,
    Los Angeles, CA 90035
  • Phone: (800) DIAL-800
  • Website:

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