Learn how calls impact Invoca's marketing team from before the call, to during the call, and even after the call.

2. #InvocaSummit 2
Creating the Optimal Customer Journey
How Invoca Uses Call Intelligence to
Create Higher Engagement and Better ROI
Julia Stead
Director, Demand Generation
Nathan Ziv
Director, Product Management

3. #InvocaSummit 3
What we’ll cover:
1. How calls impact Invoca’s marketing
2. Drinking our own champagne:
• Before the call
• During the call
• After the call
3. Q&A

4. #InvocaSummit 4
As a B2B Saas company, our marketing team
is focused on two main goals:
• High pipeline to spend ratio
for all marketing spend
• Creating qualified
opportunities and pipeline
10x
Opportunity Name: Print Company
Date of Qualification: 10/01/2015
Stage: 3- DETERMINE
Probability: 40%
Amount: $100,000

5. #InvocaSummit 5
When it comes to calls, we focus on quality, not quantity.
Leads by month:
volume isn’t huge.

6. #InvocaSummit 6
Our best prospects call.
Opportunities by month:
calls have converted at
a much higher %

7. #InvocaSummit 7
Our best prospects call.
Won deals by month:
calls have a lead to won
conversion rate of 13%,
vs 1% for clicks.

8. #InvocaSummit 8
Since calls are so valuable to us, our marketing
efforts focus on:
Driving more calls
Creating an optimal caller experience

9. 9
BEFORE THE
CALL

10. #InvocaSummit 10
Goal: Drive More Calls
 We always add numbers on landing pages, print
collateral, PPC ads, mobile pages, and email
 Include all types of offers (eBooks, Case Studies,
Blog Posts, Social Pages, etc)

11. #InvocaSummit 11
The results are surprising…
31%
69%
Call directly from ad (Call Extensions) Call from landing page
70% of our calls from paid
search come from a landing
page, not the ad.

12. #InvocaSummit 12
The results are surprising…
Web Content
58%Product Offer
23%
Whitepaper
10%
eBook
3%
Blog
3%
Other
3%
Web Content Product Offer Whitepaper eBook Blog Other
White papers drive
10% of our calls.

13. #InvocaSummit 13
Aim to connect callers with the most appropriate recipient, right away. Leverage customizable
IVR for different scenarios.
Scenario 1: Route directly to sales
Goal: Optimize Caller Experience
Scenario 3: Interactive prompts based on campaign messaging
-Confirm text message opt-in
-Share promotional message and call to action
Scenario 2: Simple qualifying questions
-Ex. Press 1 for Customer Success

14. #InvocaSummit 14
Stronger Reps = Better Conversations = Happier Callers
By listening to call recordings, we identified……
Common questions that were causing roadblocks in the qualification process
Developed FAQ and customized training around these topics
Which sales development reps (SDRs) could use more training and coaching
Implemented coaching and mentoring to help empower best reps, train and support
newer reps
Leverage call recordings and Invoca Signal for
sales rep training.

15. #InvocaSummit 15
Using Invoca Signal, we identified…..
Which product lines and audience segments were converting best,
and least?
Created product marketing certification programs, prioritized
based on market interest
Leverage call recordings and Invoca Signal for
sales rep training.
Which partner technologies were most frequently requested?
Developed marketing materials and messaging for sales for
most popular technical integrations
Which competitor names come up most often?
Created ‘battle cards’ for sales reps, based on competitor
requests and conversation insights

16. 16
DURING THE
CALL

17. #InvocaSummit 17
Goal: Optimize Caller Experience
We leverage the Salesforce integration to:
• Create leads in real time in Salesforce, giving sales reps visibility
into what drove the call
• Get complete caller profiles with our Whitepages data dip
Results:
• Sales reps have insight into who’s calling, and why
• More personalized, effective and efficient conversations with
prospects

18. #InvocaSummit 18
Live Demo: Real-time Salesforce lead
creation and screen pop

19. 19
AFTER THE
CALL

20. #InvocaSummit 20
Email Nurturing Tracks
With Marketo and Salesforce, workflows are automatically
updated with call intelligence for smarter nurturing.
• Program offer triggers lead nurturing rules
• Lead is placed in nurturing track for that offer segment (ex.
industry vertical, product line, etc)
• Customized emails are sent with relevant content and offers
Goal: Optimize Caller Experience

21. #InvocaSummit 21
Customized Retargeting
With call and Signal data synced into CRM system, create customized retargeting lists focused
on segments, product interest and sales stage.
• Top of funnel content offers for leads
• Demo, trial offers by product line for opportunities
Goal: Optimize Caller Experience & Drive
More Calls

22. #InvocaSummit 22
Closing the Loop - The Results
Without call intelligence, our conversion data and ROI was skewed.
Web
Conversions,
67%
Call
Conversions
33%
Web Conversions Call Conversions
Cost/Conversion without calls:
$156.52
Cost/Conversion with calls:
$104.92

23. #InvocaSummit 23
Closing the Loop: The Results
Thanks to call intelligence we get:
 Credit for 36% more opportunities
 Credit 57% more revenue
 Accurate justification of marketing spend
 Intelligence to drive more calls
0%
20%
40%
60%
80%
100%
120%
140%
160%
180%
Number of Deals Revenue
Other Leads Calls

24. #InvocaSummit 24
Q&A
How Invoca Uses Call Intelligence to
Create Higher Engagement and Better ROI
Julia Stead
Director, Demand Generation
Nathan Ziv
Director, Product Management