Getting attribution and insights for calls driven by email.

1. Omnichannel Done Right:
4 Winning Examples + How-to Tips
Calls, Meet Marketing
Cloud:
Getting attribution and insights
for calls driven by email

2. Today’s Presenters
Blake Miller
Director, Product Marketing at Salesforce
@BBlakeMiller
Paul Rudwall
Director, Product Marketing at Invoca
@prudwall
Email, Meet
Marketing Cloud
November 17, 2016
Headsh
ot

3. Email is the Cornerstone of Digital Marketing
Email drives ROI,
conversions, and
builds relationships
The email address is
the key to connecting
digital channels
Fresher data
creates more
relevant messages

4. But Today, It’s Noisier than Ever Before
+39%
Year-over-year increase in
promotional emails
Year-over-year increase in
transactional emails
+18%

5. And you’re no longer competing
with just your peers.

6. You’re Competing with Brands That Provide
Customer Journeys
Plans every step for driver and riderKnows you better than you know yourself

7. Click
Facebook Ad
Newsletter Sign-up
Personalized
Content Email
Mobile Optimized
Email
Download Offer
From Email
Contact Customer
Support
Evangelize on
Facebook
Support Issue
Resolved Email
First Purchase
Email Receipt
Every Customer Is On Their Own Unique Journey

8. The Culture of Immediacy Drives Mobile
First Expectations
Smartphones have become ubiquitous
for the modern-day customer.
of consumers expect companies
to respond and interact with them
in real time.
64%
B
B

9. Customers Value Human Connection in a
Tech-Driven World
Customers Want to Be Treated Like People, Not Numbers
Of consumers say they’re extremely
or somewhat likely to switch brands
If they feel like they’re treated like a
number rather than an individual
66%
Banking Healthcare Travel Agent

10. Fast, Personal Service Is Directly Linked to
Customer Loyalty
The connected customer wants a smarter customer experience
Your Company Your Customers
BillionsThousands
This week is wide
open.
Great - I need to see
someone today
of Calls of Messages

11. Email and Calls

12. We live in a mobile,
omnichannel world.
90%
of consumers move between
multiple devices to accomplish
their goals.

13. Marketing has gone mobile….
EMAIL
Over half of Emails
are Opened on Mobile
SEARCH
Mobile Search
Overtook 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

14. Big investments
have been made to
optimize the mobile
experience...

15. …yet, conversions still lag far behind
desktop.
52
16
32
Smartphone Tablet Desktop
0
10
20
30
40
50
60
% of email opens
% of email conversions
*Source: Moveable Ink, 2015

16. Are lower conversion rates really that
surprising?
vs.
This is a computer
This is a phone

17. Conversations are the single most valuable
customer interaction.
SOURCE: 2015 Invoca Call Intelligence Index, 2014 BIA Kelsey
Calls are the most valued form of lead especially in high value, high spend
verticals like professional services, insurance, and travel.
Higher Converting Higher Average Order

18. Customer:
Campaign:
ROI:
Next Step:
CALL
SEARCH
EMAIL
SOCIAL
WEBSITE
DISPLAY
Unknown
Unknown
Unknown
Unknown
Today’s marketing cloud applications
are left out of the conversation.

19. This means the more calls an email drives, the
worse your performance looks.
Opens:
Clicks:
Conversions:
ROI:
What the Marketer Sees:

20. Invoca for Email
The only call intelligence platform for email marketers.
Change to
Product
Screenshot?
Attribution
Know what drove every call.
Profiles
Enrich your view of the customer.
Journeys
Bridge the online-offline divide.
Integrating call intelligence into email with Invoca creates a new opportunity to
dramatically improve ROI while delivering a better experience for our customers.“
“

21. The marketers who have solved this problem have seen tremendous results.
EMAIL
PAID
SEARCH
ORGANIC
SEARCH
Ad
WEB
DIRECT
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
80.0%
90.0%
General AdWords Email Other
Brand A
Brand B
Calls by Source
38%
38%

22. Three Takeaways from Today’s Webinar
1.Map your own company’s customer journey.
2.Look at all of your existing email data.
3.Don’t forget about the impact calls have on your
email program.