Download - WEBINAR: Invoca Signal
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Why Voice is the New Differentiator for Digital MarketersHow marketers are leveraging conversation intelligence to optimize inbound calls and grow their pipeline.
Speakers:
Sarah WernikSr. Customer Success Manager, Invoca
Kyle ChristiansenVP Marketing, Invoca
Lauren IshimaruProduct Marketing Manager,Invoca
Host:
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Today’s Agenda
Call with basic information
request
1. Speaker Introductions
2. The Evolving Customer Journey
3. Conversation Intelligencea) What it isb) Use cases
4. Questions Tweet your questions and comments to @Invoca #InvocaSignal
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Meet the Speakers
• 15+ years experience in SaaS Digital Marketing
• Former VP of Marketing at Responsys
• Served in senior strategic product marketing and management roles at Zuora and at Salesforce.com
Kyle ChristensenVP Marketing,
Invoca
@Invoca #InvocaSignal
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Meet the Speakers
• 5+ years experience in SaaS Digital Marketing
• Former account manager at performance marketing agency
• Leading front on Invoca Signal customer adoption
Sarah WernikSr. Customer Success
Manager, Invoca
@Invoca #InvocaSignal
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The Evolving Customer Journey
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Mobile Is Now the Default Platform for both Consumer and Business Interactions.
51% of Emails are Opened on Mobile
SEARCH
Mobile Search to Overtake 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
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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
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Source: Monetate eCommerce Quarterly
Report
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.
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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.
http://www.thinkwithgoogle.com/research-studies/click-to-call.html
70%
61%
This is also a phone.
Successful Marketers Recognize that This is More than a Computer, It’s a Communications Device.
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30 BillionThis year, people will call businesses over
times in the US alone.
$4 BillionAnd businesses will spend over
on technology to support these phone calls.
Consumers Have Already Figured this Out. In a Major Way.
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This is a computer. This is a phone.
The Complete Mobile Experience.
Companies Must Adapt for a World Where the Mobile Journey Blends Digital Experiences with Communications Experiences.
Phone CallsVoice SMS & PushStreaming AudioVideo ConferencingLocation
SearchMobile Web
EmailSocial Networking
Display AdsApps
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The Billions Spent to Shape & Monetize the Digital Experience Come Up Short in a Mobile, Cross-Device World.
BidManagement Re-Targeting
MarketingAutomation
Testing &Optimization
$5 Billion will be spent in 2014 in these four categories alone.
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Example: Marketing Automation Doesn’t Speak “Phone.”
John Clicks Search Offer
Send John Personalized
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.
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Example: Marketing Automation Doesn’t Speak “Phone.”
Lead Unknown.
When the “path to purchase” moves from online to offline, the marketing automation leaders
consistently deliver a very expensive false negative.
false negative
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Example: Bid Management Doesn’t Speak “Phone.”
Bid More. Bid Less.
false negative
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Example: Web Optimization Doesn’t Speak “Phone.”
Page Converted.
Page Abandoned.
false negative
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complete purchase
Example: Retargeting Doesn’t Speak “Phone.”
Converted.Target for
Upsell.
Abandoned.Target for Discount.
false negative
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DIGITALIntelligence
COMMUNICATIONSIntelligence
Half of the Interactions that Drive Purchases Are Invisible to Traditional Digital Sales & Marketing Platforms.
“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.
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Finally. SaaS that Speaks Phone.
In a world gone mobile, Invoca combines the ease of SaaS applications with communications technology, so marketers can make better decisions, create amazing customer experiences, and drive more revenue.
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A Tale of Two Departments
Divided
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Which would you prefer?
OR
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Which would you prefer?
SALES
OR
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Which would you prefer?
SALES
Rich InteractionHigh intent
OR
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Which would you prefer?
SALES
High intent Basic Interaction
Low intent
OR
Rich Interaction
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Which would you prefer?
SALES
High intent Low intent
MARKETING
OR
Basic Interaction
Rich Interaction
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Which would you prefer?
SALES
High intent Low intent
MARKETING
Highly Measurable
OR
Basic Interaction
Rich Interaction
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Which would you prefer?
SALES
High intent Low intent
MARKETING
OR
Highly Measurable
Basic Interaction
Rich Interaction
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Which would you prefer?
SALES
High intent Low intent
MARKETING
Highly Measurable
Basic Interaction
Rich Interaction
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A Solution:Conversation Intelligence
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SALES MARKETING
Rich Interaction
High intent High Measurability
SALES
+
MARKETING
+
Conversation Intelligence combines the richness and high intent of phone conversations with the measurability of digital forms.
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Get the rich conversation intelligence, without all the work
WITHOUT
@Invoca #InvocaSignal
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Invoca Signal: Optimize Every Voice Interaction
Invoca Signal Technology listens for user-defined keywords, giving you insight into every inbound call, like:
Special promos mentioned
Sales messaging being used
Set appointments or
sales
Competitors mentioned
And more!
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Top Ways to Use Conversation
Intelligence
6
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1 Prove Marketing ROI
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@Invoca #InvocaSignal
✔ ✔
Prove Marketing ROI
Get credit for conversions that happen over the phone in near real-time instead of weeks or months down the road.
1
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2Define Lead Quality
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Define Lead Quality
Identify the characteristics of qualified versus unqualified leads to improve both marketing and sales performance.
@Invoca #InvocaSignal
Hi I would like to place an order. My
credit card number is...
Hi I would like to talk to
customer support. My
account number is…✔ ✗
2
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3Optimize Marketing Campaigns
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Optimize Marketing Campaigns
Increase spend on campaigns driving high-converting calls and minimize spend on the campaigns driving low-converting calls.
@Invoca #InvocaSignal
✔ ✗ ✔ ✗Paid Search Display Mobile Offline
3
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4Test New Sales Messaging
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Test New Sales Messaging
Identify the sales messaging contributing to deals both won and lost.
@Invoca #InvocaSignal
SCRIPT A SCRIPT B
✗ ✔
VS
4
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5Monitor the Competitive Landscape
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Monitor the Competitive Landscape
See which competitors are being mentioned on deals both won or lost to arm your sales team with the right messaging.
@Invoca #InvocaSignal
Competitor 1 Competitor 2 Competitor 3 Competitor 4 Competitor 5
5
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6Enhance the Customer
Experience
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Enhance the Customer Experience
Use Invoca Signal to automatically trigger a seamless and customized user experience, like specialized lead nurturing tracks.
@Invoca #InvocaSignal
6
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Questions
Use the chat bar, or Twitter!
@Invoca #InvocaSignal
?