WEBINAR: Invoca Signal

transcript

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

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

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

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

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

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?

Rich InteractionHigh intent

High intent Basic Interaction

Low intent

Rich Interaction

High intent Low intent

MARKETING

Basic Interaction

Rich Interaction

MARKETING

Highly Measurable

Basic Interaction

Rich Interaction

MARKETING

Highly Measurable

Basic Interaction

Rich Interaction

MARKETING

Highly Measurable

Basic Interaction

Rich Interaction

A Solution:Conversation Intelligence

SALES MARKETING

Rich Interaction

High intent High Measurability

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 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

Competitors mentioned

And more!

Top Ways to Use Conversation

Intelligence

1 Prove Marketing ROI

✔ ✔

Prove Marketing ROI

Get credit for conversions that happen over the phone in near real-time instead of weeks or months down the road.

2Define Lead Quality

Define Lead Quality

Identify the characteristics of qualified versus unqualified leads to improve both marketing and sales performance.

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…✔ ✗

3Optimize Marketing Campaigns

Optimize Marketing Campaigns

Increase spend on campaigns driving high-converting calls and minimize spend on the campaigns driving low-converting calls.

✔ ✗ ✔ ✗Paid Search Display Mobile Offline

4Test New Sales Messaging

Test New Sales Messaging

Identify the sales messaging contributing to deals both won and lost.

SCRIPT A SCRIPT B

✗ ✔

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.

Competitor 1 Competitor 2 Competitor 3 Competitor 4 Competitor 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.

Questions

Use the chat bar, or Twitter!

Learn more:Invoca.com/signalsales@invoca.com

877-603-4452