CMO Series: Rethinking social and email engagements using call intelligence

transcript

#InvocaSummit

TODAY’S PRESENTERS

Brock Ward Kevin CookDigital Marketing Manager Paid Search Strategist

Paul RudwallDirector, Product Marketing

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DIGITAL IS NO LONGER A NEW COMER

By 2017, the CMO will spend more on technology than the CIO.

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OVER TIME, PRIORITIES HAVE SHIFTED

We sent out a million emails! We got a million likes!2011

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TODAY, IT’S ABOUT EXPERIENCES2016

85%90%

of consumers move between multiple devices to accomplish their goals.of consumers expect a consistent experience across all channels.

Sources: Google, Oracle

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MOBILE MEANS THOSE EXPERIENCES INVOLVE A CALL

SEARCHMobile searchhas overtakendesktop searchin 2015.

EMAIL65% of emails are opened on mobile devices.

DISPLAYMobile spend growing at 3x vs. desktop display.

SOCIAL

82% ofFacebook’stotal revenue is from mobile.

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TWO CHANNELS ARE LEADING THE WAY- ONE OLD, ONE NEW

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EMAIL WAS THE FIRST DIGITAL CHANNEL TO SEE MORE ENGAGEMENT ON MOBILE

2011 2016

Emails Opened on Mobile62%Utilize Responsive Email Design

44%Have Changed CTA Strategy for Mobile

675% Increase

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SOCIAL WASN’T FAR BEHIND

1.57 BillionMonthly Avg UsersQ2 2016

Facebook, 2016

$6.2Billion

Advertising RevenueQ2 2016

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INVOCA FOR SALESFORCE MARKETING CLOUD

Change to Product

Screenshot?

AttributionProfilesJourneys

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

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AttributionInsightOptimization

Invoca for Facebook gives us insight into which Facebook ads are actually driving the highest quality phone calls for our clients.“ “

INVOCA FOR FACEBOOK

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BRADY CORPORATION

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BRADY CORP UNCOVERED AN ADDITIONAL 38% IN UNIDISCOVERED REVENUE

PAIDSEARCH

ORGANICSEARCH

WEBDIRECT

General AdWords Email Other0.0%

Brand A

Brand B

Calls by Source

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THEIR NEXT STEP IS TYING PHONE CONVERSIONS INTO EMAIL JOURNEY

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PROGREXION

Our Paid Media Channel has grown significantly, but we needed new avenues of

growth.

2014 = 40%; 2015 = 35%; 2016; 27%

Paid Media

YoY Growth https://www.merkleinc.com/what-we-do/digital-agency-services/media

Paid Search Display Paid Social

To justify that growth we’ve been incredibly data driven.

Until 2016, Social was managed mainly as an engagement and PR channel

March 2015 - 100,000 LikesJune 2016 – 200,000 Likes

Paid Social was a challenge because of the limitations caused by “not ideal” data

Limitations• Basic Paid Social History• Limited Budgets• Manual Tracking• Limited images & ad

copy• Knowing if it will be

profitable• Reassigned Sales• Optimizing based on

directional data• TIME

We’ll be using Invoca for Facebook to help with…

TrackingKnowing what drove every call, where it came from, and if a sale resulted.

TestingTesting ad copy and image creative, expanding audiences, placements, etc.

TimeWe’ll gain back days of time by pairing data with our signal API. No more creating ad level IDs or worrying about reassigned sales.

Target KPIsHow much budget should we allocate? How do we optimize bids? What are the CPAs?

We’ve seen a significant impact already.

Search CPA Social CPA

Mobile MobileDesktop Desktop

What’s next for Progrexion?1. Better Tracking: Signal API Connection

• Keyword/Ad to Offline Sale

2.Scale our efforts• Expand our audiences with using interests, more

look-alike audiences, and more retargeting.• Create more campaigns

3. Growing our business/channel• You bet we’ll beat 30% YoY growth next year

4.Attribution • Get insights across all other marketing channels –

Paid Search, Email, Offline, etc.

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Boomtown ROI

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“If you told me it was $10 for a form fill, I’d say I’ll pay $150 for a phone call.

40%of BoomTown’s deals start with a conversation.

Form Call

Our market is limited, so targeting is key – Facebook allows us to do that.

With Invoca for Facebook we can see which campaigns drive conversions.

Before After

Our next step is to use that data for audiences and lookalike modeling.

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Key Takeaways

3 KEY TAKEAWAYS

1. Email is about profile data – think about how call insights fit in.

2. Clearly define and communicate metrics to everyone involved.

3. Involve important stakeholders early in the process.

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Brock Ward Kevin CookDigital Marketing Manager Paid Search Strategist

Paul RudwallDirector, Product Marketing