Stop Ignoring Your Best Leads: Why The Phone Matters To Marketers

Call with basic information

requestPanelists:

Paul RudwallSr. Product Marketing Manager

Kyle ChristensenVP Marketing

Stop Ignoring your Best LeadsWhy the phone matters to marketers

Meet the Panelists

• 15+ years experience in SaaS digital marketing

• Former VP Marketing at Responsys

• Served in senior strategic product marketing and management roles at Zuora and Salesforce.com

Kyle ChristensenVP Marketing,

Invoca

CONFIDENTIAL 2

@Invoca #callsbeatclicks

Meet the Panelists

• Has 7+ years experience in sales and product marketing for B2B SaaS companies

• Prior to Invoca, held sales and product marketing management roles at Responsys/Oracle, Demandforce, and SuccessFactors

• Every year, Paul roots for a Bengals Super Bowl win – every year he finds another reason to question why…

Paul RudwallSr. Product Marketing

ManagerInvoca

CONFIDENTIAL 3


The New Differentiator: Why

Inbound Calls Matter

Mobile Is Now the Default Platform for both Consumer and Business Interactions.

EMAIL

51% of Emails are Opened on Mobile

SEARCH

Mobile Search to Overtake Desktop

Search in 2015

ADS

Mobile Ad Spend Growing at 3x Non-Mobile Digital Spend

SOCIAL

100% of Facebook’s

Revenue Growth is Coming from

Mobile@Invoca #callsbeatclicks

61% of businesses rate inbound calls as an

‘excellent’ lead source – a higher number than

any other inbound source.

Source: BIA Kelsey@Invoca #callsbeatclicks

That’s because calls convert into purchases 10x

more than clicks.


Ok….but are there really that many calls being made?

Google Mobile Playbook, 2013

Think you know the real business opportunity driven by inbound calls? Take a guess at:

• How many calls are being driven to US businesses this year?

• How much money is invested in driving those calls?


We surveyed 100 respondents at Dreamforce…..

80%

Google Mobile Playbook, 2013

of respondents underestimated how many calls are made to businesses each year.


30 BillionThis year, people will call businesses over

times in the US alone.

$4 BillionAnd businesses will spend over

on technology to support these phone calls.

Marketers consistently underestimate the lead volume and revenue generated from calls.

The Blind Spot in the Customer Journey

61% of marketers don’t know which campaigns drive inbound calls.


The usual attribution suspects for offline conversions:

Source: BIA Kelsey

Lead Source: Other

Lead Source: Inbound Call


Billions are Spent to Shape & Monetize the Digital Experience Come Up Short in a Mobile, Cross-Device World.

BidManagement Re-Targeting

MarketingAutomation

Testing &Optimization

$5 Billion will be spent in 2014 in these four categories alone.

Source: Raab report 2014@Invoca #callsbeatclicks

DIGITALIntelligence

COMMUNICATIONSIntelligence

“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.

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

Example: Marketing Automation Doesn’t Speak “Phone.”

John Clicks Search Offer

Send John Personalized

Email

Target John with Display

Ad

Target John with

Social Offer

Show John Personalized

Web Content

7% Clicked 12% Clicked

2% Clicked

28% Clicked

15% Clicked

Lead Tracked & Scored.

Example: Marketing Automation Doesn’t Speak “Phone.”

Lead Unknown.

When the “path to purchase” moves from online to offline,

marketing automation systems deliver a false

negative.

false negative

Example: Bid Management Doesn’t Speak “Phone.”

Bid More. Bid Less.

false negative

Example: Web Optimization Doesn’t Speak “Phone.”

Page Converted.

Page Abandone

d.

false negative

complete purchase

Example: Retargeting Doesn’t Speak “Phone.”

Converted.Target for

Upsell.

Abandoned.

Target for Discount.

false negative

Bad data is leading to bad decisions

You can’t measure the true ROI of marketing campaigns.

Your data is skewed and overemphasizes wrong touches.

Misinformation prevents you from driving your highest converting leads.


Get Accurate Marketing ROI with

Call Intelligence

Finally. SaaS that Speaks Phone.

In a world gone mobile, Invoca combines the ease of SaaS applications with communications technology, so marketers can make better decisions, create amazing customer experiences, and drive more revenue.

Call Intelligence Bridges the Gap in a Multi-Device Path to Purchase.

Invoca code snippet placed on any digital asset. Session-based Invoca phone numbers dynamically populate in real-time.

Customer clicks to call or dials number. Phone call passes through Invoca’s communication platform.

1

2

3As the call comes in, Invoca knows the precise sourcethat rendered the

number and can provide attribution.

What partners are driving the most calls to my business?

Analytics Tie Calls to Revenue, Helping Drive More of the Inbound Calls that Matter.

What keywords are driving calls that convert to revenue?

What channels are driving my most valuable calls?

What campaigns are driving calls that don’t convert?

Inbound Call Marketing Automation:Determines the Caller Profile, Score, and Route in Real-Time

Identify caller.

Score profile.Route call.

… in milliseconds.

Invoca Signal: Optimize Every Voice Interaction

Invoca Signal Technology listens for user-defined keywords, giving you insight into every inbound call, like:

Set appointments or

sales

Sales messaging being used

Special promos mentioned

Competitors mentioned

And more!

Invoca integrates with other marketing technologies to deliver a great customer experience – no matter where you engage.

Invoca for Salesforce:Call Attribution for Marketers. Conversation Intelligence for Sales.

Closed Loop AttributionKnow which campaigns are driving phone calls that turn into opportunities.

Sales Conversation IntelligenceUnderstand what key signals are causing you to win or lose deals.

Prioritize and Score Inbound Calls.Arm sales with data about each caller so they can focus on the leads that matter.

Questions?

Call us: 888-870-7053

Email: [email protected]

See a demo: www.invoca.com/demo


mailto:[email protected]

Stop Ignoring Your Best Leads: Why The Phone Matters To Marketers

Marketing

Transcript of Stop Ignoring Your Best Leads: Why The Phone Matters To Marketers