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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
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.
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.