creating the optimal customer journey: how invoca uses call intelligence to create higher engagement...

#InvocaSummit 2

Creating the Optimal Customer JourneyHow Invoca Uses Call Intelligence to

Create Higher Engagement and Better ROI

Julia SteadDirector, Demand Generation

Nathan ZivDirector, Product Management

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What we’ll cover:

1. How calls impact Invoca’s marketing

2. Drinking our own champagne:• Before the call• During the call• After the call

3. Q&A

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As a B2B Saas company, our marketing team is focused on two main goals:

• High pipeline to spend ratio for all marketing spend

• Creating qualified opportunities and pipeline

10x

Opportunity Name: Print CompanyDate of Qualification: 10/01/2015Stage: 3- DETERMINEProbability: 40%Amount: $100,000

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When it comes to calls, we focus on quality, not quantity.

Leads by month: volume isn’t huge.

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Our best prospects call.

Opportunities by month:calls have converted at

a much higher %

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Our best prospects call.

Won deals by month:calls have a lead to won conversion rate of 13%,

vs 1% for clicks.

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Since calls are so valuable to us, our marketing efforts focus on:

Driving more callsCreating an optimal caller experience

9

BEFORE THE CALL

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Goal: Drive More Calls We always add numbers on landing pages, print

collateral, PPC ads, mobile pages, and email

Include all types of offers (eBooks, Case Studies, Blog Posts, Social Pages, etc)

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The results are surprising…

31%

69%

Call directly from ad (Call Extensions)Call from landing page

70% of our calls from paid search come from a landing

page, not the ad.

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The results are surprising…

Web Content58%Product Offer

23%

Whitepaper10%

eBook3%

Blog3%

Other3%

Web Content Product Offer Whitepaper eBook Blog Other

White papers drive 10% of our calls.

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Aim to connect callers with the most appropriate recipient, right away. Leverage customizable IVR for different scenarios.

Scenario 1: Route directly to sales

Goal: Optimize Caller Experience

Scenario 3: Interactive prompts based on campaign messaging-Confirm text message opt-in-Share promotional message and call to action

Scenario 2: Simple qualifying questions-Ex. Press 1 for Customer Success

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Stronger Reps = Better Conversations = Happier Callers

By listening to call recordings, we identified……

Common questions that were causing roadblocks in the qualification processDeveloped FAQ and customized training around these topics

Which sales development reps (SDRs) could use more training and coaching Implemented coaching and mentoring to help empower best reps, train and support

newer reps

Leverage call recordings and Invoca Signal for sales rep training.

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Using Invoca Signal, we identified…..

Which product lines and audience segments were converting best, and least?Created product marketing certification programs, prioritized

based on market interest

Leverage call recordings and Invoca Signal for sales rep training.

Which partner technologies were most frequently requested?Developed marketing materials and messaging for sales for

most popular technical integrations

Which competitor names come up most often?Created ‘battle cards’ for sales reps, based on competitor

requests and conversation insights

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DURING THE CALL

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Goal: Optimize Caller Experience

We leverage the Salesforce integration to:• Create leads in real time in Salesforce, giving sales reps visibility

into what drove the call• Get complete caller profiles with our Whitepages data dip

Results:• Sales reps have insight into who’s calling, and why• More personalized, effective and efficient conversations with

prospects

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Live Demo: Real-time Salesforce lead creation and screen pop

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AFTER THE CALL

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Email Nurturing TracksWith Marketo and Salesforce, workflows are automatically updated with call intelligence for smarter nurturing.

• Program offer triggers lead nurturing rules• Lead is placed in nurturing track for that offer segment (ex.

industry vertical, product line, etc)• Customized emails are sent with relevant content and offers

Goal: Optimize Caller Experience

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Customized RetargetingWith call and Signal data synced into CRM system, create customized retargeting lists focused on segments, product interest and sales stage.

• Top of funnel content offers for leads• Demo, trial offers by product line for opportunities

Goal: Optimize Caller Experience & Drive More Calls

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Closing the Loop - The ResultsWithout call intelligence, our conversion data and ROI was skewed.

Web Con-versions,

0.67

Call Con-versions

0.33

Web Conversions Call Conversions

Cost/Conversion without calls: $156.52 Cost/Conversion with calls: $104.92

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Closing the Loop: The Results

Thanks to call intelligence we get:

Credit for 36% more opportunities Credit 57% more revenue

Accurate justification of marketing spend Intelligence to drive more calls

Number of Deals Revenue 0%

20%

40%

60%

80%

100%

120%

140%

160%

180%

Other Leads Calls

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Q&AHow Invoca Uses Call Intelligence to

Create Higher Engagement and Better ROI

Julia SteadDirector, Demand Generation

Nathan ZivDirector, Product Management