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Omnichannel Done Right:
4 Winning Examples + How-to Tips
Calls, Meet Marketing
Getting attribution and insights
for calls driven by email
Director, Product Marketing at Salesforce
Director, Product Marketing at Invoca
November 17, 2016
Email is the Cornerstone of Digital Marketing
Email drives ROI,
The email address is
the key to connecting
But Today, It’s Noisier than Ever Before
Year-over-year increase in
Year-over-year increase in
And you’re no longer competing
with just your peers.
You’re Competing with Brands That Provide
Plans every step for driver and riderKnows you better than you know yourself
Every Customer Is On Their Own Unique Journey
The Culture of Immediacy Drives Mobile
Smartphones have become ubiquitous
for the modern-day customer.
of consumers expect companies
to respond and interact with them
in real time.
Customers Value Human Connection in a
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
Banking Healthcare Travel Agent
Fast, Personal Service Is Directly Linked to
The connected customer wants a smarter customer experience
Your Company Your Customers
This week is wide
Great - I need to see
of Calls of Messages
We live in a mobile,
of consumers move between
multiple devices to accomplish
Marketing has gone mobile….
Over half of Emails
are Opened on Mobile
Search in 2015
Mobile Ad Spending
Growing at 3x Non-
Mobile Digital Spending
100% of Facebook’s
Revenue Growth is
Coming from Mobile
have been made to
optimize the mobile
…yet, conversions still lag far behind
Smartphone Tablet Desktop
% of email opens
% of email conversions
*Source: Moveable Ink, 2015
Are lower conversion rates really that
This is a computer
This is a phone
Conversations are the single most valuable
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
Today’s marketing cloud applications
are left out of the conversation.
This means the more calls an email drives, the
worse your performance looks.
What the Marketer Sees:
Invoca for Email
The only call intelligence platform for email marketers.
Know what drove every call.
Enrich your view of the customer.
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.“
The marketers who have solved this problem have seen tremendous results.
General AdWords Email Other
Calls by Source
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
Getting attribution and insights for calls driven by email.