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7 Learnings About Call Conversions (From 7 Marketing Leaders)

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We spoke with 7 marketing leaders about call conversions. What we discovered was eye-opening. Leaders from Esurance, Expedia, LendingTree, Goddard School, LegalZoom, and more shared with us the unexpected impact call conversions have had on their business.

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7 Learnings About Call Conversions (From 7 Marketing Leaders)

  1. 1. Learnings About CALL CONVERSIONS (From Talking to 7 Marketing Leaders)
  2. 2. “Clicks and impressions, despite a sexier image and a decade of media adoration, aren’t as highly valued by many businesses as a ringing phone.” —Analyst firm BIA/Kelsey
  3. 3. Have you given thought to the phone call conversions from your marketing?
  4. 4. Not much?
  5. 5. Not much? That’s okay.
  6. 6. Phone calls rarely get the media coverage that online conversions and in-store visits do.
  7. 7. They can be easy for CMOs to overlook or ignore. Phone calls rarely get the media coverage that online conversions and in-store visits do.
  8. 8. Phone calls rarely get the media coverage that online conversions and in-store visits do. (And can cost you big time.)
  9. 9. We wanted to know what top marketers thought.
  10. 10. So we spoke with 7 marketing leaders about call conversions.
  11. 11. Here’s what they had to say:
  12. 12. #1 Mobile advertising drives call conversions.
  13. 13. As the vast majority of mobile traffic is coming from smartphones, calls are an important conversion path. People research our products online, and while many convert in digital channels, quite a number of them convert by phone. 1. Mobile advertising drives call conversions. ALAN GELLMAN CMO @ Esurance 2 3 4 5 6 7
  14. 14. More mobile ad spend growing call conversions. =
  15. 15. There will be nearly 130 billion calls to US businesses next year.
  16. 16. That number will grow to 162 billion calls by 2019.
  17. 17. Calls from the Healthgrades website to our call center convert to appointments and patients at a very high rate. When someone calls, you know they are a qualified consumer. 21. Mobile advertising drives call conversions. 3 4 5 6 7 MAYUR GUPTA Former EVP, Head of Marketing @ Healthgrades
  18. 18. #2 Many purchases won’t happen without a phone conversation.
  19. 19. 1 2. Many purchases won’t happen without a phone conversation. 3 4 5 6 7 It is important for our customers to have someone they can speak with during the purchase process as our products are complicated. LAURA GOLDBERG CMO @ LegalZoom
  20. 20. 1 2. Many purchases won’t happen without a phone conversation. 3 4 5 6 7 Making education decisions for your child is very personal – it’s not a quick decision or something made lightly. It’s why phone calls are a frequent part of the customer journey.PAUL KOULOGEORGE CMO @ Goddard Schools
  21. 21. 40% of insurance purchases happen over the phone.
  22. 22. 35% of hotel bookings are made via phone call.
  23. 23. 25% of auto shoppers first contact dealerships by calling.
  24. 24. 1 2. Many purchases won’t happen without a phone conversation. 3 4 5 6 7 In the mortgage business, very few people go all the way through the application process without some kind of phone contact. That could be an inbound or outbound call, but the majority of our volume is inbound.RICH SMITH Recent CMO @ ditech Mortgage
  25. 25. #3 Calls happen throughout the customer journey.
  26. 26. 1 3. Calls happen throughout the customer journey. 4 5 6 7 There is a portion of our consumers who are just more comfortable picking up the phone, and these callers often have high-purchasing intent. JOHN CHALLIS Senior Director of Performance Marketing @ Lending Tree 2
  27. 27. Customers want to speak with a real person during each phase of the decision-making process.
  28. 28. Especially at the time of purchase.
  29. 29. 1 3. Calls happen throughout the customer journey. 4 5 6 7 For Expedia, being able to give our hotel clients access over the phone to a marketing support expert is an extremely important function to on-boarding new partners. BRIAN SCHWARTZ VP Global Partner Marketing @ Expedia 2
  30. 30. #4 Connecting conversions to marketing is a top priority.
  31. 31. 1 4. Connecting conversions to marketing is a top priority.3 5 6 7 Ultimately, multi-touch attribution has to look across channels to see the true impact of offline and digital campaigns. We are getting smarter by adding calls to the multi-touch attribution picture to see the true impact of offline and digital campaigns. 2 ALAN GELLMAN CMO @ Esurance
  32. 32. 1 4. Connecting conversions to marketing is a top priority.3 5 6 7 Having someone available for customers to speak with at every point of their purchase journey is important. The challenge is to track those interactions, to see where customers convert and to make sure we are nurturing these leads appropriately. 2 LAURA GOLDBERG CMO @ LegalZoom
  33. 33. 1 4. Connecting conversions to marketing is a top priority.3 5 6 7 Whether a patient converts online or by calling, attributing an appointment or new patient back to our marketing efforts is the backbone of our analytics. 2 MAYUR GUPTA Former EVP, Head of Marketing @ Healthgrades
  34. 34. #5 Click-to-call is mission-critical to engaging today’s consumers.
  35. 35. 1 5. Click-to-call is mission-critical to engaging today’s consumers.3 4 6 7 Click-to-call is very effective for us. It’s a great user experience: you can do a search on your phone for a mortgage and either click the number in the ad or on the mobile landing page and it immediately connects you. 2 RICH SMITH Recent CMO @ ditech Mortgage
  36. 36. Make it easy for consumers to call your business.
  37. 37. Marketers are optimizing their digital ads and websites with click-to-call.
  38. 38. 1 5. Click-to-call is mission-critical to engaging today’s consumers.3 4 6 7 Our consumer is the millennial mom, and smartphones are her primary way to communicate. We’ve seen click-to-call engagement go up dramatically in the past year – around 200%. 2 PAUL KOULOGEORGE CMO @ Goddard Schools
  39. 39. #6 It’s essential to capture call data for accurate optimization.
  40. 40. 1 6. It’s essential to capture call data for accurate optimization.3 4 5 7 We measure which channels drive not only the most calls, but the most customers. That data helps us make marketing optimization decisions. 2 JOHN CHALLIS Senior Director of Performance Marketing @ Lending Tree
  41. 41. The marketing source that drove the call. The caller’s path through your website. Data on who the caller is and when they called. Data marketers capture at the time of a call.
  42. 42. 1 6. It’s essential to capture call data for accurate optimization.3 4 5 7 We use call data from campaigns to anticipate peak call volume times and ensure our call center is properly staffed to handle the influx in calls. 2 RICH SMITH Recent CMO @ ditech Mortgage
  43. 43. #7 Integrating your call data is a must-have.
  44. 44. 1 7. Integrating your call data is a must-have.3 4 5 6 Whether they purchase online or over the phone, we tie policies back to our marketing mix and spend to know what’s working using the alphabet soup that is martech: DMP, MTA, CRM, and so on. 2 ALAN GELLMAN CMO @ Esurance
  45. 45. 1 7. Integrating your call data is a must-have.3 4 5 6 We use all of the tools found in a modern marketing stack. They are all interconnected and include call conversion data. 2 LAURA GOLDBERG CMO @ LegalZoom
  46. 46. BONUS They use call data to improve the caller experience.
  47. 47. BONUS: They use call data to improve the caller experience. When a customer calls, we know who they are and the marketing campaign they are calling from. We pool all information together to start the lead for the loan specialist, so when they start the call they have it available.RICH SMITH Recent CMO @ ditech Mortgage
  48. 48. BONUS: They use call data to improve the caller experience. We do quality assurance on all calls and analyze conversations to ensure they are on-brand. The insights allow us to consistently improve how we serve our customers. LAURA GOLDBERG CMO @ LegalZoom
  49. 49. BONUS: They use call data to improve the caller experience. We constantly analyze calls, mine data, and go through conversations to make sure we are best servicing our hotel customers. BRIAN SCHWARTZ VP Global Partner Marketing @ Expedia
  50. 50. TO RECAP
  51. 51. Our conversations with 7 marketing leaders reinforced the importance of call conversions.
  52. 52. #1 Mobile advertising drives call conversions. #2 Many purchases won’t happen without a phone conversation. #3 Calls happen throughout the customer journey. #4 Connecting conversions to marketing is a top priority. #5 Click-to-call is mission-critical to engage today’s consumers. #6 It’s essential to capture call data for accurate optimization. #7 Integrating your call data is a must-have. BONUS They use call data to improve the caller experience.
  53. 53. We’ll leave you with this:
  54. 54. “We’re now in a world where digital ad spending will routinely be evaluated (and optimized) on the basis of online-to-offline impact.” —Search Engine Land, September 26, 2016
  55. 55. And download the complete guide to get 5 essential marketing strategies for call conversions! CLICK HERE!
  56. 56. Embrace the conversation.
  57. 57. Embrace the conversation.

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