Why Voice is the New Differentiator for Digital Marketers How marketers are leveraging conversation intelligence to optimize inbound calls and grow their pipeline. Speakers: Sarah Wernik Sr. Customer Success Manager, Invoca Kyle Christiansen VP Marketing, Invoca Lauren Ishimaru Product Marketing Manager, Invoca Host:
WEBINAR: Invoca Signal
May 12, 2015
Mobile is now the default platform for both consumer and business interactions, but marketers have been trying to copy and paste the desktop experience to the mobile device - and it is not working. The smartphone is much more than a computer, it's a communications device. Marketers can leverage conversation intelligence to optimize inbound calls and grow their pipelines.
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Why Voice is the New Differentiator for Digital MarketersHow marketers are leveraging conversation intelligence to optimize inbound calls and grow their pipeline.
Speakers:
Sarah WernikSr. Customer Success Manager, Invoca
Kyle ChristiansenVP Marketing, Invoca
Lauren IshimaruProduct Marketing Manager,Invoca
Host:
Today’s Agenda
Call with basic information
request
1. Speaker Introductions
2. The Evolving Customer Journey
3. Conversation Intelligencea) What it isb) Use cases
4. Questions Tweet your questions and comments to @Invoca #InvocaSignal
Meet the Speakers
• 15+ years experience in SaaS Digital Marketing
• Former VP of Marketing at Responsys
• Served in senior strategic product marketing and management roles at Zuora and at Salesforce.com
Kyle ChristensenVP Marketing,
Invoca
@Invoca #InvocaSignal
Meet the Speakers
• 5+ years experience in SaaS Digital Marketing
• Former account manager at performance marketing agency
• Leading front on Invoca Signal customer adoption
Sarah WernikSr. Customer Success
Manager, Invoca
@Invoca #InvocaSignal
The Evolving Customer Journey
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 Spending Growing at 3x Non-
Mobile Digital Spending
SOCIAL
100% of Facebook’s
Revenue Growth is Coming from
Mobile
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.
AwarenessResearch
EngagementConsideration
Google Mobile Playbook, 2013
Source: Monetate eCommerce Quarterly
Report
The digital “path to purchase” on smartphones converts at just
of the rate of traditional desktop
or tablet devices.
25 - 33%
Not just a “small computer.”
Copying and Pasting the Desktop Experience to the Mobile Device Is a Path to Failure.
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 is also a phone.
Successful Marketers Recognize that This is More than a Computer, It’s a Communications Device.
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.
Consumers Have Already Figured this Out. In a Major Way.
This is a computer. This is a phone.
The Complete Mobile Experience.
Companies Must Adapt for a World Where the Mobile Journey Blends Digital Experiences with Communications Experiences.
Phone CallsVoice SMS & PushStreaming AudioVideo ConferencingLocation
SearchMobile Web
EmailSocial Networking
Display AdsApps
The Billions 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.
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, the marketing automation leaders
consistently deliver a very expensive 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 Abandoned.
false negative
complete purchase
Example: Retargeting Doesn’t Speak “Phone.”
Converted.Target for
Upsell.
Abandoned.Target for Discount.
false negative
DIGITALIntelligence
COMMUNICATIONSIntelligence
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.
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.
A Tale of Two Departments
Divided
Which would you prefer?
OR
Which would you prefer?
SALES
OR
Which would you prefer?
SALES
Rich InteractionHigh intent
OR
Which would you prefer?
SALES
High intent Basic Interaction
Low intent
OR
Rich Interaction
Which would you prefer?
SALES
High intent Low intent
MARKETING
OR
Basic Interaction
Rich Interaction
Which would you prefer?
SALES
High intent Low intent
MARKETING
Highly Measurable
OR
Basic Interaction
Rich Interaction
Which would you prefer?
SALES
High intent Low intent
MARKETING
OR
Highly Measurable
Basic Interaction
Rich Interaction
Which would you prefer?
SALES
High intent Low intent
MARKETING
Highly Measurable
Basic Interaction
Rich Interaction
A Solution:Conversation Intelligence
SALES MARKETING
Rich Interaction
High intent High Measurability
SALES
+
MARKETING
+
Conversation Intelligence combines the richness and high intent of phone conversations with the measurability of digital forms.
Get the rich conversation intelligence, without all the work
WITHOUT
@Invoca #InvocaSignal
Invoca Signal: Optimize Every Voice Interaction
Invoca Signal Technology listens for user-defined keywords, giving you insight into every inbound call, like:
Special promos mentioned
Sales messaging being used
Set appointments or
sales
Competitors mentioned
And more!
Top Ways to Use Conversation
Intelligence
6
1 Prove Marketing ROI
@Invoca #InvocaSignal
✔ ✔
Prove Marketing ROI
Get credit for conversions that happen over the phone in near real-time instead of weeks or months down the road.
1
2Define Lead Quality
Define Lead Quality
Identify the characteristics of qualified versus unqualified leads to improve both marketing and sales performance.
@Invoca #InvocaSignal
Hi I would like to place an order. My
credit card number is...
Hi I would like to talk to
customer support. My
account number is…✔ ✗
2
3Optimize Marketing Campaigns
Optimize Marketing Campaigns
Increase spend on campaigns driving high-converting calls and minimize spend on the campaigns driving low-converting calls.
@Invoca #InvocaSignal
✔ ✗ ✔ ✗Paid Search Display Mobile Offline
3
4Test New Sales Messaging
Test New Sales Messaging
Identify the sales messaging contributing to deals both won and lost.
@Invoca #InvocaSignal
SCRIPT A SCRIPT B
✗ ✔
VS
4
5Monitor the Competitive Landscape
Monitor the Competitive Landscape
See which competitors are being mentioned on deals both won or lost to arm your sales team with the right messaging.
@Invoca #InvocaSignal
Competitor 1 Competitor 2 Competitor 3 Competitor 4 Competitor 5
5
6Enhance the Customer
Experience
Enhance the Customer Experience
Use Invoca Signal to automatically trigger a seamless and customized user experience, like specialized lead nurturing tracks.
@Invoca #InvocaSignal
6
Questions
Use the chat bar, or Twitter!
@Invoca #InvocaSignal
?
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