Calls + Clicks: Why offline calls are critical for online marketers.

#CallsPlusClicks

Today’s Speakers:

Kyle Christensen – InvocaVice President of Marketing

Kyle Lacy – Salesforce ExactTarget Marketing CloudDirector of Global Content & Research

What’s next?

@kyleplacy

@kyleplacy

What’s now?

@kyleplacy

People are in front of a screen

for 12 hours every day.

Australia Canada China Japan UK USA0

10

20

30

40

50

60

70

52.2

32.7 33.1

19.6

50.9

43.5

64.6

56.4

46.9

24.7

62.2

56.4

Mobile Penetration Rate (Total Population)

Smartphone massive growth potential with only 30% of total market.Mary Meeker’s 2014 Internet Trends Report

83% of US consumers use their phone to research products while in-store.Google’s Our Mobile Planet

42% of US consumers purchased a product on their mobile phone (2013).Google’s Our Mobile Planet Report

B2B buyers are 63% through their buying cycle before they talk to sales. Mat Sweezey – Salesforce Pardot

Buyers return to Google 2-3 times to research a B2B purchase. Mat Sweezey – Salesforce Pardot

The future of business…the CMO.

By 2017, the CMO will control more budget than the CIO.Gartner

MomentsMatter

Mobile: It’s Not Just a Smaller Screen.

It’s Not That the Path to Purchase Has Migrated to the Smartphone.It’s That It Has Evolved Entirely.

90% of consumers begin a search process on one device and complete it on another… and that device is typically a smartphone

61% of consumers who search on a mobile device make a call as a result of that search.

Awareness

Research

Engagement

Consideration

Google Mobile Playbook, 2013

of mobile users have clicked to call a business from search.

of mobile searchers say the call is the most important step in the purchase process.

http://www.thinkwithgoogle.com/research-studies/click-to-call.html

70%

61%

This was a phone before it was ever a computer.

For a lot of things, it’s just easier for a customer to make a call.

In fact, for many customers it is their default method of engagement.

61%Of mobile searches result in a phone call.

Source: Google, 2012

If you’re a B2B marketer, the phone matters even more.

5%of web visitors ever fill out a lead form.

Less than

********

Provide Your Information

Submit

Source: Bizo, Oracle, 2014

Data equals Relevance

Visits website to login to his online banking and notices a promotion for a home buying guide; clicks to learn more

Completes the MortgagePayments Calculator

Begins the mortgage pre-approval process by fillingout a form to request more info

Receives a push notification to schedule an appointment with a Mortgage Specialist and does so in the company Mobile app

Receives an email with a list of materials to bring to his appointment in a few days

Receives a push notification to remind him of his in-branch appointment the next day

Meets with his Mortgage Specialist and completes the pre-approval process

Receives a follow-up email to congratulate him on his pre-approval as well as info on next steps in the home buying process

Uses the company mobile app to keep track of homes they visit; finds the perfect home

FaceTimes with the broker and sends her the listing info;

is able to begin the process of putting in an offer right then

Experience equals

Relevance

Let’s take a closer look at where calls fit in.

As a result, the number of calls to businesses is exploding.

Sources: BIA/Kelsey, 2013; Google, 2012; CWA Cornell, 2008; Contact Babel Contact Center Report, 2012.

73 BillionInbound phone calls via mobile search by 2018.

61%Of mobile product searches result in a phone call

The good news is inbound calls are your highest converting leads.

Education

Home services

Insurance

Financial SvcsCall

Click

$100+

$5-$10

$50-100

$3-$5

$50-75

$2-$4

$30-50

$1-$3

Source: Google, 2012; Invoca, 2013

Value of Lead Types by Industry

For Clicks1-2%

Conversion Rates by Lead Type

30-50%For Calls

You can measure success online, but what if someone calls you?

CLICKIntelligence

CALLIntelligence

Half of the Interactions that Drive Purchases Are Invisible to Traditional Digital Sales & Marketing Platforms.

“The New Path-To-Purchase” July 2014

50% of consumers move

offline to make purchases.

66% of consumers use digital

resources to discover and explore purchases.

For example, you engage customers across digital channels. Many of them make their purchase there.

John Clicks Search Offer

Send John Personalized

Email

Target John with Display

Ad

Target John with

Social Offer

Show John PersonalizedWeb Content

7% Clicked 12% Clicked

2% Clicked

28% Clicked

15% Clicked

Lead Tracked & Scored.

But what if they call to purchase…? You lose insight.

Lead Source Unknown.

When customers move from offline to offline, you get a false negative.

false negative

Bid More. Bid Less.

false negative

Or, a new customer calls to purchase from paid search. What you see is an ad that isn’t converting – so you stop bidding.

For web visitors, did they abandon your page, or did they call?

Page Converted.

Page Abandoned.

false negative

Call Analytics for Marketing.Conversation Intelligence for Sales.

Leading marketers are already capitalizing on the Power of Talk.

Fortune 1000 enterprises

Leading digital and traditional (offline) agencies

Small & Medium businesses

So now what?

3 Steps to Improve Your Customer Journey

1) Understand How Calls Factor in to Your Business

Top Invoca Lead Sources Generating Qualified Opportunities in 2014

Invoca Lead to Opportunity Conversion Rates by Source, Q2 2014

1 - Trade Show2 - Inbound Call

3 - Web Direct4 - Web Organic

5 - Non Paid Referrals

Average Across All Channels:

Average for Inbound Phone

Leads:

6.7%

77.1%

NOTE: This data applies to Invoca data before the successful deployment of Invoca for Salesforce.

VOLUME QUALITY

2) Don’t Hide the Phone

NOTE: This data applies to Invoca data before the successful deployment of Invoca for Salesforce.

But, we just don’t get very many phone calls.

Anonymous F500 Software Company.

2Number of times a phone number showed up anywhere on the website.

3) Just Like “Clicks”, You Need to Test!

NOTE: This data applies to Invoca data before the successful deployment of Invoca for Salesforce.

30% Increase in inbound calls by making the phone number more prominent and changing page placement.

Three Things You Can Do Today:

1

2

3

Start Counting. How many inbound calls are you actually getting?

Let your customers call! Put phone numbers every place you put a URL.

Test. Test. Test.Which campaigns are driving the best calls? Which number placement is driving the most calls?

Thank You.