invoca insurance webinar sept 18 2014

Call with basic information request

How Successful Insurance Marketers are Leveraging Call IntelligencePanelists:

Anna JefferisDirector, Strategic Development, Invoca

Mike StahlSVP Direct to Consumer, HealthMarkets

Sarah WernikSr. Customer Success Manager, Invoca

Today’s Agenda

Call with basic information request

1. Speaker Introductions

2. Insurance marketing in a mobile world

3. Solving for mobile and cross-channel attribution with call intelligence

4. Real-life case studies

Tweet your questions and comments to @Invoca #insurancecalls

Meet the Panelists

• Has been with Invoca for over 3 years, and is currently Director, Strategy Development

• A key partner to many of Invoca’s Insurance carriers and agencies

• An avid equestrian and long distance runner

Anna JefferisDirector Strategic

Development, Invoca

CONFIDENTIAL 3

@Invoca #insurancecalls

Meet the Panelists

• Has been in the Insurance industry for over 10 years

• Joined HealthMarkets 2 years ago, after previous VP-level positions at Kemper and Travelers

• Proud dad to two adorable boys

Mike StahlSVP Direct to Consumer,

HealthMarkets

CONFIDENTIAL 4

@Invoca #insurancecalls

Meet the Panelists

Sarah WernikSr. Customer Success

Manager, Invoca

CONFIDENTIAL 5

• Has over 5 years experience in the performance marketing industry

• Recently moved from Boston, MA to Santa Barbara, CA to escape the winter!

• Loves hiking, swimming and running

@Invoca #insurancecalls

Insurance Marketing in a Mobile World

CONFIDENTIAL

7

Internet Advertising:$121 Billion

(Global)

Insurance:

$1.04 Trillion(US Only)

Marketing to Insurance customers isn’t cheap.

It’s costing TRILLIONS.

@Invoca #insurancecalls

#1 Most Expensive Google

Keyword:

Insurance

$54.91

@Invoca #insurancecalls

Mobile Is Now the Default Platform for both Consumer and Business Interactions.

EMAIL

51% of Emails are Opened on Mobile

SEARCH

Mobile Search to Overtake Desktop

Search in 2015

ADS

Mobile Ad Spend Growing at 3x Non-Mobile Digital Spend

SOCIAL

100% of Facebook’s

Revenue Growth is Coming from

Mobile@Invoca #insurancecalls

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.

AwarenessResearch

EngagementConsideration

Google Mobile Playbook, 2013 @Invoca #insurancecalls

40% of Insurance conversions happen over

the phone.

@Invoca #insurancecalls Source: The Mobile Path to Purchase, Insurance Edition

The Challenge: Mobile and Cross-Channel

Attribution

The digital “path to purchase” on smartphones converts at just

of the rate of traditional desktop

or tablet devices.

25 - 33%

Not just a “small computer.”

Copying and Pasting the Desktop Experience to the Mobile Device Is a Path to Failure.

@Invoca #insurancecalls

of mobile users have clicked to call a business from search.

of insurance buyers convert over the phone.

70%

40%

This is also a phone.

Successful Marketers Recognize that This is More than a Computer, It’s a Communications Device.

@Invoca #insurancecalls

Challenge: Digital Marketing Platforms Don’t Speak “Phone.”

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.

Challenge: Digital Marketing Platforms Don’t Speak “Phone.”

Lead Unknown.

When the “path to purchase” moves from online to offline, digital marketing platforms consistently deliver a very expensive false negative.

false negative

Consumers

CarriersBrokers/Agents

Agencies

Insurance Marketers Have a Complex Channel Strategy

Inbound Calls

Transferred

Calls

The Solution: Call Intelligence

Call Intelligence Bridges the Gap in a Multi-Device Path to Purchase.

Invoca code snippet placed on any digital asset. Session-based Invoca phone numbers dynamically populate in real-time.

Customer clicks to call or dials number. Phone call passes through Invoca’s communication platform.

1

2

3As the call comes in, Invoca knows the precise sourcethat rendered the

number and can provide attribution.

What partners are driving the most calls to my business?

Analytics Tie Calls to Revenue, Helping Drive More of the Inbound Calls that Matter.

What keywords are driving calls that convert to revenue?

What channels are driving my most valuable calls?

What campaigns are driving calls that don’t convert?

Inbound Call Marketing Automation:Determines the Caller Profile, Score, and Route in Real-Time

Identify caller.

Score profile.Route call.

… in milliseconds.

Profile:Existing Customer

Profile:Qualified Shopper

Profile:Unqualified Shopper

(out of state)

3 different callers arrive at an insurance advertisement.

When callers dial the Invoca number, they are profiled in milliseconds

CLAIMS

SALES

RE-SELLLEAD

Existing customers can be routed to the claims department.

Initially qualified leads can be routed to a national call center or local office.

Unqualified leads can be re-sold and re-routed in real-time with lead syndication.

Invoca Gives Carriers Visibility into Campaign Performance & ROI

Which campaigns are driving real revenue for my business?

CARRIER VIEW

Campaigns

Agencies Can Easily Track Performance and ROI Across Publishers

Which publishers are driving the highest converting phone calls for my clients?

AGENCY VIEW

Publishers

The Proof:Case Study

Winning New Customers in the Wake of Healthcare Reform

The Opportunity

Wanted to expand capitalize on the influx of new potential customers thanks to healthcare reform.

Needed new ways to scale up volume of lead generation

Needed full attribution for multi-channel campaigns

@Invoca #insurancecalls

Used Invoca’s call tracking and analytics to calculate ROI from marketing campaigns, calls, appointments and enrollments

10X increase in daily appointments set

20-25% conversion rates

The Results – Internal marketing

Web Form Inbound Call0%

5%

10%

15%

20%

25%

30%

Conversion Rate

@Invoca #insurancecalls

Expanded distribution by launching call-based marketing programs with new channels and media partners

Full transparency and scalability with media partners

20% Exceeded sales projections by 20%

50% Decreasing cost per lead by half

The Results – External marketing

@Invoca #insurancecalls

Questions?

@Invoca #insurancecalls

Call us: 855-549-0041

Email: sales@invoca.com

See a demo: www.invoca.com/demo