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CMO Series: 5 Ways to Drive Higher ROI through Call Intelligence
1.
2. #InvocaSummit
CMO Workshop
5 Ways to Drive Higher ROI through Call Intelligence
Finhas Jhaveri
Director, Digital Marketing
and eCommerce
Bhavna Shewakramani
Media Director
Ryan Grier
VP Marketing
Ari Echt
Sr. Marketing Automation
Manager
3. The core ways to leverage call
intelligence for growth.
Invoca
Revenue Drivers
6. Revenue Driver: Campaign
CALLx
Campaign and Media Optimization
Click to buy
CALL to buy
SOLVES FOR LOST REVENUE DUE TO: Campaigns and media channels not getting
credit for calls that result in a conversion • “False negatives” driving faulty optimizations
8. #InvocaSummit
• Revised SEM campaigns and
1000’s of phone lines to be local
agent focused.
• Made campaign management
and QA at the local level easy
• Clear reporting of clicks and calls
being delivered to each local
agency.
Streamline campaigns to be local agent focused.
CALLx
9. #InvocaSummit
• Previously was collecting
campaign level data per caller.
• By using Invoca’s dynamic
number insertion technology,
able to capture session level
data.
• Gave us more granular data
about each caller.
Start collecting session level data per call.
CALLx
10. • Integrated call data with click data in
DoubleClick Search.
• Analyzed calls to understand the key attributes
of successful ones.
• Use combined click and call data to improve
keyword bidding and targeting.
• Ensure non-click through calls are included
(click-to-call and call only campaigns)
Use click and call data to improve SEM campaign
performance.
CALLx
12. Revenue Driver: Agent
CALLx
Agent and Call Treatment Optimization
SOLVES FOR LOST REVENUE DUE TO: Inefficiencies due to support calls or
product/service calls outside of expertise • Lengthy IVRs or hold times causing drop-offs
VIP
Agent
Regular
Agent
Customer
Support
14. • Shorten caller menu for
paid search callers.
• Route callers to nearest
local agent.
• Route to right language
menu based on location.
Customize caller experience based on channel and
community .
CALLx
15. • Agents were being
distracted by fraudulent
calls.
• Used Invoca’s Call
Confidence Technology to
block fraudulent calls.
• Saved time, money, and
energy. Finhas Jhaveri
Director, Digital Marketing
and eCommerce
Keep agents focused on serving real customers.
CALLx
17. Revenue Driver: Landing Page
CALLx
Landing Page/Website Conversion Optimization
SOLVES FOR LOST REVENUE DUE TO: Landing/web pages not getting credit for calls
that result in a conversion • “False negatives” driving faulty A/B testing optimizations
20. A/B Testing: Device, Source & Term
Conquesting Testing
Mobile Testing
+232% lift in conversions
+42% lift in impressions
+209 % lift in clicks
Conversion data NA
22. Purchases Zulu
Power Play Server
Revenue Driver: Lifecycle Marketing
CALLx
1:1 Customer Journey
SOLVES FOR LOST REVENUE DUE TO: Missed opportunities for upsell or cross-sell •
Increases relevance to customers for higher conversion.
29. Revenue Driver: Expansion
CALLx
Affiliate Program Expansion
Get connected with thousands of partners already using Invoca.
SOLVES FOR LOST REVENUE DUE TO: Limited budget for lead generation • Lack of time
and resources to scale new partnerships
32. Time Warner Cable Use-Case
• Advertisers informed CYH that their agents, who
only sell residential calls, were receiving inquires
about business services.
• IVR asked caller to about sales and
customer service
• We need to subdivide sales calls between
residential and business without impacting
ROI and caller experience
• Tested 2 versions
• Asking caller res/biz after press for sales
• Adding a biz option to main greeting
CALLx
33. Optimizing our TWC Publishers
1. Planning – Had to find Biz Advertisers
2. Selection – Had to make sure publishers creative, payout conditions, and
targeting were a fit for the Biz questions
3. Execution – Set baselines ROI and conversion rates
4. Refinement – Removed Biz questions from campaigns with little to no biz
callers
• Applied new IVR to 32 campaigns & 18 vendors
Impact
• Increased ROI
• Decreased “non sales” calls and repeat callers
• Increased total margin
• Added additional pubs and advertisers to TWC channel
CALLx
The primary way that marketers can leverage Invoca’s technology to drive more revenue.
There are five primary ways marketers use Invoca to do this.
Campaign & Media Channel Optimization
Agent
Landing Page
Lifecycle Marketing
Expansion
Increase your marketing campaign and media spend ROI with visibility into the campaigns, offers, media types, and partners driving the highest volume of quality phone calls and purchases.
We started working with DoubleClick Search and Invoca. DoubleClick Search to handle SEM campaigns and measure online engagements (Quick Quotes) and Invoca to provide insight and automation for when their customer chose to call.
With both solutions in place, we implemented the following steps to track, measure, and optimize the best omnichannel local experience for their customers, at scale.
The first step was all about getting a handle on our campaigns, and streamlining them to be local agent focused
Revised SEM campaigns and thousands of phone lines to be local agent focused.
This made our campaign management, and QA, at the local level easy, setting us up for success in the future.
It also gave us clear reporting of clicks and calls being driven to each local agency, which is crucial.
The second step was all about collecting granular information about each caller, that we could then later use in reporting.
Was previously collecting only campaign-level data per caller.
By using Invoca’s dynamic number insertion technology, which allows you to serve a unique dynamically generated phone number in real-time to each customer, we were able to easily capture all of the rich session level data tied to that caller.
This gave us more granular about data about each caller, like the keyword that drove them to call, region they’re calling from- and whether it’s a target region or not, device type, you name it.
Third step was making this data actionable, and using it to improve our SEM campaign performance.
Integrating the call data with our bid management solution, Doubeclick Search, to see the click and call performance of keywords side by side. This gave us that holistic view that we were previously missing.
Taking a deeper look at the call data, like keypresses, call duration, caller’s postal code, and more to understand attributes of successful calls, as well as unsuccessful calls.
Using this combined click and call data to improve our keyword bidding and targeting.
Deliver a better caller experience that drives higher conversion and revenue by ensuring the caller is routed to the right department and agent, and that the agent has as much information as possible.
Now that we had rich data available for campaign and media optimization, the next question to answer was:
How do we get the right data, and use it, to create amazing local customer experiences that move between online and over the phone? And not just ONE customer experience, but MANY.
The first step was taking all of the call data we had to optimize the caller experience, based on both the marketing channel that they’re calling from, and where they’re calling from.
We noticed that we had high volume of calls that were dropping, some after only 10 seconds or 30 seconds. We called ourselves and realized that our phone menu was too long, and that callers were hanging up before event connecting with an agent! And so, using Invoca’s ability to customize the caller experience, we were able to shorten the phone menu for our paid search callers.
The second way we improved the caller experience was by using Invoca’s real-time routing to automatically route callers to their local agent, making sure that personalized experience extends beyond just the form and over the phone.
Present the caller with the right language menu based on location.
Lastly, we noticed that some of the phone numbers were being targeted by spam callers. This was an irritant to our agents, and so we decided to use Invoca’s Call Confidence Technology to help prevent these fraudulent calls from getting through to our agents.
The Call Confidence technology automatically scans each call for behavioral and tonal fingerprints of robocalls.
Calls matching any fingerprints are then blocked immediately or challenged.
Challenged callers hear a prompt saying “Thank you for calling. Press “N” to continue.”
N is a number 2-9 that is randomly generated for each call.
Calls that are blocked or fail the challenge are not connected to the agent and not shown in reporting.
Increase overall web and landing page conversion rates and drive more revenue by taking into account conversion via calls.
Increase overall web and landing page conversion rates and drive more revenue by taking into account conversion via calls.
Content to match campaigns = more relevant for each customer
DNI to track user-level data
A/B testing for device, traffic source, term
Nurture streams, attribution, retargeting suppression
- Nurture with signals
Great… I’ll talk about how we use call intelligence to drive higher ROI here at Invoca.
What does it take to drive higher ROI from a lifecycle marketing POV?
If we reverse engineer things, ROI can’t happen without engagement.
Engagement doesn’t happen without relevance.
And in order to be relevant, you need data about your customer.
You need this data from all interactions, not just clicks.
You need it everywhere where you’re going to make decisions.
And, you need it in realtime.
So let’s look at data flows throughout our tech stack.
You need a consistent view of customer…
We use Salesforce for CRM, and Marketo for marketing automation.
Historically, these two platforms (Salesforce and Marketo) play beautifully together.
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When something happens in Marketo (such as a web page visit), minutes later, that info gets pushed over to Salesforce.
And the same holds true in the other direction.
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When sales updates something in Salesforce, minutes later, that info is in Marketo.
So sales and marketing are always looking at the virtually the same view of the customer.
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But that view was of course was limited to online activity.
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Data from phone calls was left out of the equation.
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So we set out to tIe these 3 platforms together so sales and marketing have click data as well as call data to determine the next best action.
So let’s look at how having this data helps sales be more relevant, and engaging.
The more you know about a customer up front, the better you can tailor the conversation. And the better questions you can ask.
Out of the box, marketing automation platforms give sales reps great visibility into what prospects behavior.
Here’s an example of a rep’s view of click data.
You can see here this person was interested in
Invoca for Social,
Omnichannel
our enterprise infrastructure
Invoca for Adobe…
All of this is great ammunition during a phone conversation to ask questions around.
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But the problem is, you only get this data when the person is both known and cookied in your marketing automation platform.
Only a small percentage of your website visitors are cookied,
so here’s what you see for the overwhelming majority of visitors.
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Nothing.
We use Invoca to help fill that gap in information, and save reps data entry time as well. Here’s how.
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When a prospect calls, the rep sees a screenpop of this person as the call is coming in…
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and because it recognized that the phone number this person was calling from was associated to an existing lead, the REP CLICKS ON THE NAME KIM COOK AND IT TAKES THEM directly to DATA ABOUT THIS PERSON..
(Now when you first start talking, callers don’t say, hi my name is Kimberly cook and what made me call was…I was reading a nurturing email of yours and flipping through your call intelligence index, and that’s why I’m calling. But with Invoca….
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I can immeidately see, they are already in nurturing.
They’re calling from this page on our ebook called the Call Intelligence Index.
I get ahead and be more proactive, more probing…and ask questions around the content in the ebook.
And….because the call log is automatically associated with the lead,..I can see her LinkedIn profile so I now have a much more clear picture of who I am talking to vs. had I just answered the phone without Invoca.
Comparing that without Invoca, when someone calls, a rep has to ask:
I”what’s your name, then go to Salesforce and search around while I’m trying to stay present and be engaging with this person on the other line.
It’s a lot harder. And you don’t have nearly as much intel….
So that’s how we use calll intelligence to help sales reps.
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And finally, how we use call intelligence to help make our marketing smarter.
With all the marketing noise consumers are barraged with, to get engagement requires being relevant.
Relevance requires knowing your customer’s interests.
Invoca buyers have a range of interests. We have prospects who specialize in paid search, affiliate marketing, analytics, omnichannel…
If we’re nurturing an affiliate marketer, it’s a very different conversation than nurturing a search marketer,
As we covered in previous slides, marketing automation allows you to listen to online behavior to determine what’s the most relevant persona to put them in.
So here we’re saying if people visit any of our web pages where the URL containts “search, ppc, adwords, bing”, let’s put them in the Search nurturing track.
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But now that we’ve tied together Invoca/Salesforce/Marketo, the marketing team now has visibility into data from phone calls right within our marketing automation platform, in just the same way we leverage web behavior.
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So we can leverage the data ABOUT THE SOURCE Of the call, and say if they called in response to a campaign where the campaign name contains “paid search”, then add them to the Search Nurturing Track.
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And then, we can leverage data ABOUT WHAT WAS ACTUALLY SAID ON THE CALL, by listening for voice signal condition of true.
Together, combining the standard online data with the new call intelligence data from Invoca, it makes your sales reps more informed, your marketing team more informed, and the automation engines as well.
Drive more inbound calls via a network of certified affiliate partners already working on the Invoca platform.
Drive more inbound calls via a network of certified affiliate partners already working on the Invoca platform.