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Omnichannel Done Right:
4 Winning Examples + How-to Tips
Calls, Meet Marketing
Cloud:
Getting attribution and insights
for...
Today’s Presenters
Blake Miller
Director, Product Marketing at Salesforce
@BBlakeMiller
Paul Rudwall
Director, Product Mar...
Email is the Cornerstone of Digital Marketing
Email drives ROI,
conversions, and
builds relationships
The email address is...
But Today, It’s Noisier than Ever Before
+39%
Year-over-year increase in
promotional emails
Year-over-year increase in
tra...
And you’re no longer competing
with just your peers.
You’re Competing with Brands That Provide
Customer Journeys
Plans every step for driver and riderKnows you better than you...
Click
Facebook Ad
Newsletter Sign-up
Personalized
Content Email
Mobile Optimized
Email
Download Offer
From Email
Contact C...
The Culture of Immediacy Drives Mobile
First Expectations
Smartphones have become ubiquitous
for the modern-day customer.
...
Customers Value Human Connection in a
Tech-Driven World
Customers Want to Be Treated Like People, Not Numbers
Of consumers...
Fast, Personal Service Is Directly Linked to
Customer Loyalty
The connected customer wants a smarter customer experience
Y...
Email and Calls
We live in a mobile,
omnichannel world.
90%
of consumers move between
multiple devices to accomplish
their goals.
Marketing has gone mobile….
EMAIL
Over half of Emails
are Opened on Mobile
SEARCH
Mobile Search
Overtook Desktop
Search in...
Big investments
have been made to
optimize the mobile
experience...
…yet, conversions still lag far behind
desktop.
52
16
32
Smartphone Tablet Desktop
0
10
20
30
40
50
60
% of email opens
% ...
Are lower conversion rates really that
surprising?
vs.
This is a computer
This is a phone
Conversations are the single most valuable
customer interaction.
SOURCE: 2015 Invoca Call Intelligence Index, 2014 BIA Kel...
Customer:
Campaign:
ROI:
Next Step:
CALL
SEARCH
EMAIL
SOCIAL
WEBSITE
DISPLAY
Unknown
Unknown
Unknown
Unknown
Today’s marke...
This means the more calls an email drives, the
worse your performance looks.
Opens:
Clicks:
Conversions:
ROI:
What the Mar...
Invoca for Email
The only call intelligence platform for email marketers.
Change to
Product
Screenshot?
Attribution
Know w...
The marketers who have solved this problem have seen tremendous results.
EMAIL
PAID
SEARCH
ORGANIC
SEARCH
Ad
WEB
DIRECT
0....
Three Takeaways from Today’s Webinar
1.Map your own company’s customer journey.
2.Look at all of your existing email data....
Calls, Meet Marketing Cloud
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Getting attribution and insights for calls driven by email.

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Calls, Meet Marketing Cloud

  1. 1. Omnichannel Done Right: 4 Winning Examples + How-to Tips Calls, Meet Marketing Cloud: Getting attribution and insights for calls driven by email
  2. 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. 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. 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. 5. And you’re no longer competing with just your peers.
  6. 6. You’re Competing with Brands That Provide Customer Journeys Plans every step for driver and riderKnows you better than you know yourself
  7. 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. 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. 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. 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. 11. Email and Calls
  12. 12. We live in a mobile, omnichannel world. 90% of consumers move between multiple devices to accomplish their goals.
  13. 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. 14. Big investments have been made to optimize the mobile experience...
  15. 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. 16. Are lower conversion rates really that surprising? vs. This is a computer This is a phone
  17. 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. 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. 19. This means the more calls an email drives, the worse your performance looks. Opens: Clicks: Conversions: ROI: What the Marketer Sees:
  20. 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. 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. 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.

Getting attribution and insights for calls driven by email.

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