Calls, Meet Marketing Cloud

Omnichannel Done Right:4 Winning Examples + How-to Tips

Calls, Meet Marketing Cloud:

Getting attribution and insights for calls driven by email

Today’s Presenters

Blake MillerDirector, Product Marketing at Salesforce@BBlakeMiller

Paul RudwallDirector, Product Marketing at Invoca@prudwall

Email, Meet Marketing Cloud

November 17, 2016

Headshot

Email is the Cornerstone of Digital Marketing

Email drives ROI, conversions, and

builds relationships

The email address is the key to

connecting digital channels

Fresher data creates more

relevant messages

But Today, It’s Noisier than Ever Before

+39%

Year-over-year increase in promotional emails

Year-over-year increase in transactional emails

+18%

And you’re no longer competing with just your peers.

You’re Competing with Brands That Provide Customer Journeys

Plans every step for driver and riderKnows you better than you know yourself

Click Facebook Ad

Newsletter Sign-up

Personalized Content Email

Mobile OptimizedEmail

Download OfferFrom Email

Contact Customer Support

Evangelize on Facebook

Support Issue Resolved Email

First PurchaseEmail Receipt

Every Customer Is On Their Own Unique Journey

The Culture of Immediacy Drives Mobile First Expectations

Smartphones have become ubiquitous for the modern-day customer.

of consumers expect companies to respond and interact with them

in real time.

64%B

B

Customers Value Human Connection in a Tech-Driven WorldCustomers Want to Be Treated Like People, Not Numbers

Of consumers say they’re extremely or somewhat likely to switch brands If they feel like they’re treated like a

number rather than an individual

66%

Banking Healthcare Travel Agent

Fast, Personal Service Is Directly Linked to Customer LoyaltyThe connected customer wants a smarter customer experience

Your Company Your Customers

Billions Thousands

This week is wide open.

Great - I need to see someone today

of Calls of Messages

Email and Calls

We live in a mobile, omnichannel world.

90%

of consumers move between multiple devices to accomplish their goals.

Marketing has gone mobile….EMAI

L

Over half of Emails are Opened on

Mobile

SEARCH

Mobile Search Overtook Desktop

Search in 2015

ADS

Mobile Ad Spending Growing at 3x Non-

Mobile Digital Spending

SOCIAL

100% of Facebook’s Revenue Growth is

Coming from Mobile

Big investments have been made to optimize the

mobile experience...

…yet, conversions still lag far behind desktop.

Smartphone Tablet Desktop0

10

20

30

40

50

6052

16

32 % of email opens% of email con-versions

*Source: Moveable Ink, 2015

Are lower conversion rates really that surprising?

vs.

This is a computer

This is a phone

Conversations are the single most valuable customer interaction.

SOURCE: 2015 Invoca Call Intelligence Index, 2014 BIA Kelsey

Calls are the most valued form of lead especially in high value, high spend verticals like professional services, insurance, and travel.

Higher Converting Higher Average Order

Customer:Campaign:

ROI:Next Step:

CALLSEARCH

EMAIL

SOCIAL

WEBSITE

DISPLAY UnknownUnknownUnknownUnknown

Today’s marketing cloud applications are left out of the conversation.

This means the more calls an email drives, the worse your performance looks.

Opens:

Clicks:

Conversions:

ROI:

What the Marketer Sees:

Invoca for EmailThe only call intelligence platform for email marketers.

Change to Product

Screenshot?

AttributionKnow what drove every call.

ProfilesEnrich your view of the customer.

JourneysBridge the online-offline divide.

Integrating call intelligence into email with Invoca creates a new opportunity to dramatically improve ROI while delivering a better experience for our customers.“ “

The marketers who have solved this problem have seen tremendous results.

EMAIL

PAIDSEARCH

ORGANICSEARCH

Ad

WEBDIRECT

General AdWords Email Other0.0%

10.0%

20.0%

30.0%

40.0%

50.0%

60.0%

70.0%

80.0%

90.0%

Brand A

Brand B

Calls by Source

38%

38%

Three Takeaways from Today’s Webinar

1.Map your own company’s customer journey.

2.Look at all of your existing email data.

3.Don’t forget about the impact calls have on your email program.