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61% of businesses rate inbound calls as an excellent lead source - a higher number than any other inbound source. Yet, marketers consistently underestimate the lead volume and revenue generated from calls. Make better decisions and more powerful optimizations with SaaS that speaks phone.
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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
@Invoca #callsbeatclicks
The New Differentiator: Why
Inbound Calls Matter
Mobile Is Now the Default Platform for both Consumer and Business Interactions.
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.
Source: BIA Kelsey@Invoca #callsbeatclicks
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?
@Invoca #callsbeatclicks
We surveyed 100 respondents at Dreamforce…..
80%
Google Mobile Playbook, 2013
of respondents underestimated how many calls are made to businesses each year.
@Invoca #callsbeatclicks
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.
Source: BIA Kelsey@Invoca #callsbeatclicks
The usual attribution suspects for offline conversions:
Source: BIA Kelsey
Lead Source: Other
Lead Source: Inbound Call
@Invoca #callsbeatclicks
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
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.
@Invoca #callsbeatclicks
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
@Invoca #callsbeatclicks