Kelsey Analyst Abid Chaudhry teams up with Digital Marketing & eCommerce Consultant Janelle Laguette and Invoca CMO Eric Holmen. Learn how to maximize your paid search efforts and close the loop on conversions with call based intelligence.
37. THANK YOU
Abid Chaudhry
Sr. Director, Industry Strategy & Insight
BIA/Kelsey
achaudry@biakelsey.com
Eric Holmen
CMO
Invoca
eholmen@invoca.com
Janelle Laguette
Digital Marketing & eCommerce
Consultant
jlaguette@yahoo.com
Editor's Notes
Last point – in comparison to call tracking, you need the complete solution.
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What if we split this into 4 slides
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Buyer can click-to-call from the Google ad (or click-through to a campaign landing page).
A millisecond into a new inbound call we know:Where they came fromSome path-to-purchaseSome previous web visits (cookies)Find out moreDip your CRM/Customer fileDip your Opportunity/Prospect FileDip 3rd party dataAsk them (IVR)Score Them for Sales QualificationRoute Them to the Right Person or Team
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What Lives in Invoca should be shared with your core marketing systemsCRM – to match up Opportunities and OwnersMarketing Automation and Database – to close the loop on your marketing decision making, optimization, and ‘credit’Tag Management – to make tracking calls as transparent as tag management integrationCMS – to track calls through their digital life and tell the complete storySearch, agency, web analytics, everything.
Routing to the right destination(The “optimal team” gets this lead.)Digital data collected to this point plus data from CRM, MA syncs, and IVR prompts create a score and routing map.Sync with any CRM and MA system through off-the-shelf integrations or custom APIs.Lead status and conversion data is sync'd with marketing tech and Invoca then shared on a common dashboard for complete campaign and buyer visibility.