Customers are in front of a screen for 12 hours every day, and 83% of US consumers use their phone to research products while in-store. Marketers, are you effectively reaching your mobile audiences.

1. Calls + Clicks:
Why offline calls are critical for online marketers.
#CallsPlusClicks

2. Today’s Speakers:
Kyle Christensen – Invoca
Vice President of Marketing
Kyle Lacy – Salesforce ExactTarget Marketing Cloud
Director of Global Content & Research

3. What’s next?
@kyleplacy

4. @kyleplacy

5. What’s now?
@kyleplacy

7. People are in front
of a screen for 12
hours every day.

8. 70
60
50
40
30
20
10
0
52.2
56.4
32.7 33.1
19.6
50.9
43.5
64.6
46.9
24.7
62.2
Australia Canada China Japan UK USA
56.4
Mobile Penetration Rate (Total Population)

9. Smartphone massive
growth potential with
only 30% of total
market.
Mary Meeker’s 2014 Internet Trends Report

10. 83% of US consumers
use their phone to
research products
while in-store.
Google’s Our Mobile Planet

11. 42% of US consumers
purchased a product on
their mobile phone
(2013).
Google’s Our Mobile Planet Report

12. B2B buyers are 63%
through their buying
cycle before they talk to
sales.
Mat Sweezey – Salesforce Pardot

13. Buyers return to Google
2-3 times to research a
B2B purchase.
Mat Sweezey – Salesforce Pardot

15. The future of
business…
the CMO.

16. By 2017, the CMO will
control more budget
than the CIO.
Gartner

18. Moments
Matter

22. Mobile: It’s Not Just a
Smaller Screen.

23. 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.
Awareness
Research
Engagement
Consideration
Google Mobile Playbook, 2013

24. For a lot of things, it’s just easier for a customer to make a call.
This was a phone
before it was ever a
computer.
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.
70%
61%
http://www.thinkwithgoogle.com/research-studies/click-to-call.html

25. In fact, for many customers it is their default
method of engagement.
61%
Of mobile searches result
in a phone call.
Source: Google, 2012

26. If you’re a B2B marketer, the phone matters even more.
5%
Less
than
of web visitors ever
fill out a lead form.
Provide Your Information
*
*
*
*
*
*
*
*
Submit
Source: Bizo, Oracle, 2014

27. Data equals
Relevance

28. Completes the Mortgage
Payments Calculator
Visits website to login to his
online banking and notices a
promotion for a home buying
guide; clicks to learn more
Begins the mortgage pre-approval
process by filling
out a form to request more info
Receives a push notification to
schedule an appointment with a
Mortgage Specialist and does
so in the company Mobile app
Receives an email with a
list of materials to bring to his
appointment in a few days
Meets with his Mortgage
Specialist and completes the
pre-approval process
Receives a push notification
to remind him of his in-branch
appointment the next day
Receives a follow-up email to
congratulate him on his pre-approval
as well as info on next
steps in the home buying process
Uses the company mobile app
to keep track of homes they
visit; finds the perfect home
FaceTimes with the broker
and sends her the listing info;
is able to begin the process of
putting in an offer right then

29. Experience
equals
Relevance

30. Let’s take a closer look at
where calls fit in.

31. As a result, the number of calls to businesses is exploding.
Sources: BIA/Kelsey, 2013; Google, 2012; CWA Cornell, 2008; Contact Babel Contact Center Report, 2012.
73 Billion
Inbound phone calls via
mobile search by 2018.
61%
Of mobile product
searches result in a
phone call

32. The good news is inbound calls are your highest converting leads.
Education
Home services
Insurance
Financial Svcs
Call
Click
$100+
$5-$10
$50-100
$3-$5
$50-75
$2-$4
$30-50
$1-$3
Source: Google, 2012; Invoca, 2013
Value of Lead Types by Industry
Conversion Rates by Lead Type
30-50%
For Calls
1-2%
For Clicks

33. You can measure success online,
but what if someone calls you?

34. Half of the Interactions that Drive Purchases Are Invisible to
Traditional Digital Sales & Marketing Platforms.
CLICK
Intelligence
CALL
Intelligence
“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.

35. For example, you engage customers across digital channels.
Many of them make their purchase there.
John Clicks
Search Offer
Send John
Personalized
Email
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.

36. But what if they call to purchase…? You lose insight.
Lead Source
Unknown.
When customers move from offline to
offline, you get a false negative.
false negative

37. Or, a new customer calls to purchase from paid search.
What you see is an ad that isn’t converting – so you stop bidding.
Bid More. Bid Less.
false negative

38. For web visitors, did they abandon your page, or did they call?
Page
Converted.
Page
Abandoned.
false negative

39. Call Analytics for Marketing.
Conversation Intelligence for Sales.

40. Leading marketers are already capitalizing on the Power of Talk.
Fortune 1000 enterprises
Leading digital and
traditional (offline) agencies
Small & Medium businesses




41. So now what?
3 Steps to Improve Your
Customer Journey

42. 1) Understand How Calls Factor in to Your Business
VOLUME QUALITY
Top Invoca Lead Sources Generating
Qualified Opportunities in 2014
Invoca Lead to Opportunity Conversion
Rates by Source, Q2 2014
1 - Trade Show
2 - Inbound Call
3 - Web Direct
4 - Web Organic
5 - Non Paid Referrals
Average Across
All Channels:
Average for
Inbound Phone
Leads:
6.7%
77.1%
NOTE: This data applies to Invoca data before the successful deployment of Invoca for Salesforce.

43. 2) Don’t Hide the Phone
But, we just don’t get
very many phone calls.
Anonymous F500
Software Company.
NOTE: This data applies to Invoca data before the successful deployment of Invoca for Salesforce.
2
Number of times a phone
number showed up anywhere
on the website.

44. 3) Just Like “Clicks”, You Need to Test!
NOTE: This data applies to Invoca data before the successful deployment of Invoca for Salesforce.
30% Increase in
inbound calls by
making the phone
number more
prominent and
changing page
placement.

45. Three Things You Can Do Today:
1
2
3
Start Counting.
How many inbound calls are you actually getting?
Let your customers call!
Put phone numbers every place you put a URL.
Test. Test. Test.
Which campaigns are driving the best calls?
Which number placement is driving the most calls?

46. Thank You.