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In the rush to digital, marketers have ignored a crucial channel that sales teams and customers need most: direct human interaction. Sales teams know that voice conversations close customers, and inbound phone calls close at a rate 10-15% higher than online leads. So why have marketers left voice conversations behind? In order to master marketing automation in a multichannel world, we need to bring back human engagement. Join us to learn how others leverage inbound call automation to get more sales qualified leads. Join Eric and Drew to learn: ●The role of mobile in a multichannel marketing strategy ●How customer preferences are killing the traditional lead funnel system ●Why the inbound call channel is crucial for B2B sales and marketing teams ●How to integrate the power of talk into your digital world, and get more customers calling
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The Gaping Hole in Your Demand Gen Strategy
Eric Holmen CMO, Invoca
Drew Thorne-‐Thompsen VP-‐Business Dev, Invoca
In partnership with: Demand Genera9on Summit
POLL
Call with basic informa9on request
Do you have a markeCng automaCon process as part of your demand gen strategy today, to manage, score,
nurture and route leads?
Call with basic informa9on request
Why MarkeCng AutomaCon?
Billions of commercial emails and digital touch points ...At low conversion rates …Became unmanageable, manually. Crea9ng the need for marke9ng automa9on and campaign management technology.
Call with basic informa9on request
Why MarkeCng AutomaCon?
But marke9ng automa9on is missing something……
The missing link in MarkeCng AutomaCon….
Direct human interacCon!
97% of B2B technology buyers want direct interactions with the provider during the research and purchase process
Source: Gartner -‐ Tech Go-‐To Market 2013
Call with basic informa9on request
Buyers want to talk to sales earlier than we have been assuming.
Calls deliver higher win rates, higher order values, and faster sales cycles.
All in the cloud: call scoring, dynamic numbers, automaCon, rouCng, and integraCons with CRM and MA are criCcal.
The markeCng metrics of inbound phone calls remain a mystery, while digital prospects are opCmized at every step.
Let’s Talk Calls
Sources: Forrester Analyst Lori Wizdo; Google Mobile Playbook, Invoca
Online Channels Leads Characterized as: -‐Low Value -‐High Volume
Offline & Call Channels Leads Characterized as: -‐Medium Volume -‐High Value
Online Channels Leads Characterized as: -‐Low Value -‐High Volume
Offline & Call Channels Leads Characterized as: -‐Medium Volume -‐High Value
What is lead-‐to-‐revenue management?
The managed process that turns leads to prospects and then into customers.
AYract Capture Nurture Convert Expand $
Results are Better (J)
Base: MarkeCng decision-‐makers at B2B companies in the US and Western Europe with 100 or more employees; Source: Q4 2012 US and Europe B2B Technology MarkeCng TacCcs And Benchmarks Online Survey
L2RM AutomaCon Pla_orm Implemented (N=136)
L2RM AutomaCon Pla_orm Not Implemented (N=69)
Using your best esCmate, what percentage of your B2B sales pipeline (opportuniCes) can be aYributed to leads your markeCng funcCon has generated?
44% 34%
….just not good enough (L)
Results are Better (J)
Lower Value sources L
44% 34%
TwiYer Facebook
Blogs LinkedIn
Professional Social Networking Sites (not including Virtual Events, Virtual Tradeshows
Online Videos Webinars, Webcasts
Industry Anaylst Firms Electronic NewsleYers
Vendor salespople Support Forums, Discussion Forums
Consultants or Systems Integrators (SI's) Peers outside your organizaCon
Printed PublicaCons (including magazines, research Vendor Websites
In-‐person Events, Trade Shows, or Conferences Colleagues within your organizaCon
Industry, Trade, or Professional Websites
How important are the following sources when researching and evaluaCng technologies and services to purchase?
Important Very Important My Primary Source
Higher Value sources J
Call with basic informa9on request
It’s 9me to revisit some old assump9ons.
QuesCons worth asking
• Would you know a qualified phone call from an unqualified one?
• Can you differenCate between customers needing support and buyers looking for informaCon as a call is coming in?
• Do you know which keywords, media, and purchase paths are delivering the best inbound phone calls?
Call with basic informa9on request
How do calls fit into a 2014 demand gen strategy?
Call Tracking and AnalyCcs
ProgrammaCc MarkeCng AutomaCon
IntegraCons and SynchronizaCons
Expanded Channel DistribuCon: Get More.
Four EssenCal Parts:
Four Components of Value
Knowing precisely where calls come from – which exact keyword, ad, channel, and content – and knowing who the buyer is in their purchase path. More than call tracking – markeCng analyCcs.
ATTRIBUTION: Call tracking and analyCcs
OpCmizing to death…literally
AFTER INVOCA ü Revisited old pruned keywords. ü Found some where MORE valuable because they were generaCng inbound calls, but disappearing from search.
ü Returned an immediate pipeline to sales.
BEFORE INVOCA • Tracking tens of thousands of keywords and long-‐tail
keywords, with phone number in ad. • ‘Pruning’ keywords when they don’t perform.
Largest tech company in their category, heavy Salesforce.com users.
How it works: Pre-‐call
Buyer searches a keyword. Google search ad appears with a unique Invoca number populated
directly into the ad.
Call
Filing trademarks
Four Components of Value
Once a call starts heading into the funnel over Invoca, we derive and apply data, run data-‐dips, score the call, and determine opCmal rouCng rules. Amer the call, we run re-‐targeCng online based on the call disposiCon – true mulC-‐channel real-‐Cme automaCon.
INTELLIGENCE: ProgrammaCc markeCng automaCon
How it works: In-‐call Real-‐Cme scoring integraCon and rouCng inbound calls
• Scoring • Detailed Data • AddiConal
QualificaCon
• Salesforce.com • Marketo • Eloqua
• Tealium • Ensighten • MarkeCng Tech
Sync Integra9ons with:
Rou9ng to the right des9na9on
millise
cond
s for the
com
plete tech process.
Marketer has visibility into the enCre process to make informed decisions how best to opCmize their markeCng/adverCsing spend to drive more, beYer inbound calls.
How it works: Post-‐call
Who gets the call?
AFTER INVOCA ü Callers are filtered for quality and intent ü Calls are handled differently depending on hours, geographical locaCon, user profile
ü Best callers speak to sales, faster
BEFORE INVOCA • All calls transferred to main switchboard • Delays while caller listens to menu opCons • Unqualified callers waste Cme of sales team
Real-‐Cme filtering and rouCng to match the right callers with the right recipients
Four Components of Value
Integrated naCvely, off-‐the-‐shelf APIs, and custom APIs, Invoca delivers two-‐way integraCons with the widest set of markeCng automaCon, CRM, and markeCng technology partners to complete our customers true mulC-‐channel markeCng.
INTEGRATIONS: CRM, MA & AnalyCcs
Beyond keyword tracking…
AFTER INVOCA ü Callers are filtered for quality and intent ü Calls are handled differently depending on hours, geographical locaCon, user profile
ü Best callers speak to sales, faster
BEFORE INVOCA • All calls transferred to main switchboard • Delays while caller listens to menu opCons • Unqualified callers waste Cme of sales team
Completely opCmize your MarkeCng AutomaCon with custom parameters to follow your users across their enCre journey
Four Components of Value
Over 60,000 publishers already on the pla_orm creaCng quality inbound calls for adverCsers. We connect the adverCser to the distribuCon partners.
EXPANSION: Channel DistribuCon
POLL
Call with basic informa9on request
Does your sales team speak with prospecCve buyers on the phone at
some point during every sales process?
One in five calls is high-‐quality. AdverCsers need to know which ones.
% of calls from search for a typical business
21
52
8
19
Accidental call
Short sales call
Call with basic informa9on request Call with basic informaCon request
High-‐quality sales call by a new lead
Source: BIA/Kelsey 2012
Fitng Inbound Calls into your Strategy
Drive high win opportuniCes through:
ü Search result lisCngs
ü Website CTAs
ü Sales presentaCons and collateral
or 855-‐780-‐8636
Call with basic informa9on request
Get a demo: hYp://go.invoca.com/demo [email protected]
855-‐780-‐8636
