SMB marketing companies have forgotten that local businesses still see calls as a key driver of new business. That’s the opinion expressed by Marchex Executive VP Matthew Berk during today’s session on “Converting Calls to Local Sales.” To succeed in the calls space, Berk emphasized the need to “go deep” and focus on quality. He defines quality calls as those that represent a proxy to conversion.

Key takeaways on emerging industry trends include:

–The explosion of mobile is about being call-ready

–Mobile search and discovery coincides with smartphone penetration, growing 5x in the past two years

–Computers are becoming more and more like telephones (i.e., Skype and Gtalk)

–Lower cost per lead + better outcomes = lower churn.

–Better outcomes means better calls