CMO Series: 5 Ways to Drive Higher ROI through Call Intelligence
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The document discusses 5 ways to drive higher ROI through call intelligence: 1. Campaign and media optimization by capturing session-level call and click data to improve SEM performance. 2. Agent and call treatment optimization by customizing caller experiences and routing calls to the right agents. 3. Landing page and website conversion optimization through dynamic content, A/B testing, and attributing calls to pages. 4. Lifecycle marketing by using call data across all customer platforms to send more relevant messages. 5. Affiliate program expansion by optimizing publisher selection and refinement to scale new partnerships.
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CMO Series: 5 Ways to Drive Higher ROI through Call Intelligence
- 2. #InvocaSummit CMO Workshop 5 Ways to Drive Higher ROI through Call Intelligence Finhas Jhaveri Director, Digital Marketing and eCommerce Bhavna Shewakramani Media Director Ryan Grier VP Marketing Ari Echt Sr. Marketing Automation Manager
- 3. The core ways to leverage call intelligence for growth. Invoca Revenue Drivers
- 4. Revenue Drivers: Overview AGENTCAMPAIGN LANDING PAGE LIFECYCLE MARKETING EXPANSION CALLx MEMORY PRO TIP
- 5. #InvocaSummit Driver #1: Campaign Campaign and Media Optimization
- 6. Revenue Driver: Campaign CALLx Campaign and Media Optimization Click to buy CALL to buy SOLVES FOR LOST REVENUE DUE TO: Campaigns and media channels not getting credit for calls that result in a conversion • “False negatives” driving faulty optimizations
- 7. Revenue Driver: Campaign CALLx Customer Strategy Finhas Jhaveri Director, Digital Marketing and eCommerce
- 8. #InvocaSummit • Revised SEM campaigns and 1000’s of phone lines to be local agent focused. • Made campaign management and QA at the local level easy • Clear reporting of clicks and calls being delivered to each local agency. Streamline campaigns to be local agent focused. CALLx
- 9. #InvocaSummit • Previously was collecting campaign level data per caller. • By using Invoca’s dynamic number insertion technology, able to capture session level data. • Gave us more granular data about each caller. Start collecting session level data per call. CALLx
- 10. • Integrated call data with click data in DoubleClick Search. • Analyzed calls to understand the key attributes of successful ones. • Use combined click and call data to improve keyword bidding and targeting. • Ensure non-click through calls are included (click-to-call and call only campaigns) Use click and call data to improve SEM campaign performance. CALLx
- 11. #InvocaSummit Driver #2: AGENT Agent and Call Treatment Optimization
- 12. Revenue Driver: Agent CALLx Agent and Call Treatment Optimization SOLVES FOR LOST REVENUE DUE TO: Inefficiencies due to support calls or product/service calls outside of expertise • Lengthy IVRs or hold times causing drop-offs VIP Agent Regular Agent Customer Support
- 13. Revenue Driver: Agent CALLx Customer Strategy Finhas Jhaveri Director, Digital Marketing and eCommerce
- 14. • Shorten caller menu for paid search callers. • Route callers to nearest local agent. • Route to right language menu based on location. Customize caller experience based on channel and community . CALLx
- 15. • Agents were being distracted by fraudulent calls. • Used Invoca’s Call Confidence Technology to block fraudulent calls. • Saved time, money, and energy. Finhas Jhaveri Director, Digital Marketing and eCommerce Keep agents focused on serving real customers. CALLx
- 16. #InvocaSummit Driver #3: Landing Page
- 17. Revenue Driver: Landing Page CALLx Landing Page/Website Conversion Optimization SOLVES FOR LOST REVENUE DUE TO: Landing/web pages not getting credit for calls that result in a conversion • “False negatives” driving faulty A/B testing optimizations
- 18. Revenue Driver: Landing Page CALLx Customer Strategy Bhavna Shewakramani Media Director
- 19. Dynamic Individualized Content Product-specific Content Testing Campaign Message Testing +5% lift in calls +15% lift in calls
- 20. A/B Testing: Device, Source & Term Conquesting Testing Mobile Testing +232% lift in conversions +42% lift in impressions +209 % lift in clicks Conversion data NA
- 21. #InvocaSummit Driver #4: Lifecycle Marketing
- 22. Purchases Zulu Power Play Server Revenue Driver: Lifecycle Marketing CALLx 1:1 Customer Journey SOLVES FOR LOST REVENUE DUE TO: Missed opportunities for upsell or cross-sell • Increases relevance to customers for higher conversion.
- 23. Revenue Driver: Lifecycle Marketing CALLx Customer Strategy Ari Echt Sr. Marketing Automation Manager
- 24. Revenue Driver: Lifecycle Marketing The path to higher ROI Data from all interactions Available in every platform In real-time
- 25. #InvocaSummit Data Flow SalesforceMarketo Invoca Invoca Call DataInvoca Call Data Invoca Call Data
- 26. Helping sales reps be relevant NO COOKIES = ?
- 27. Helping marketing be more relevant
- 29. Revenue Driver: Expansion CALLx Affiliate Program Expansion Get connected with thousands of partners already using Invoca. SOLVES FOR LOST REVENUE DUE TO: Limited budget for lead generation • Lack of time and resources to scale new partnerships
- 30. Revenue Driver: Expansion CALLx Customer Strategy Ryan Grier VP Marketing
- 31. Optimize your Publisher selection process. CALLx
- 32. Time Warner Cable Use-Case • Advertisers informed CYH that their agents, who only sell residential calls, were receiving inquires about business services. • IVR asked caller to about sales and customer service • We need to subdivide sales calls between residential and business without impacting ROI and caller experience • Tested 2 versions • Asking caller res/biz after press for sales • Adding a biz option to main greeting CALLx
- 33. Optimizing our TWC Publishers 1. Planning – Had to find Biz Advertisers 2. Selection – Had to make sure publishers creative, payout conditions, and targeting were a fit for the Biz questions 3. Execution – Set baselines ROI and conversion rates 4. Refinement – Removed Biz questions from campaigns with little to no biz callers • Applied new IVR to 32 campaigns & 18 vendors Impact • Increased ROI • Decreased “non sales” calls and repeat callers • Increased total margin • Added additional pubs and advertisers to TWC channel CALLx
- 35. Revenue Drivers: Overview AGENTCAMPAIGN LANDING PAGE LIFECYCLE MARKETING EXPANSION CALLx MEMORY PRO TIP
- 36. Key Takeaways Campaign - Capture session-level data (clicks + calls). Agent - Improve the experience for callers & agents. Landing Page - Use dynamic content and A/B testing. Lifecycle - Build a complete customer view in all platforms. Expansion - Plan, Select, Execute and Refine. CALLx
- 37. #InvocaSummit Q&A Finhas Jhaveri Director, Digital Marketing and eCommerce Bhavna Shewakramani Media Director Ryan Grier VP Marketing Ari Echt Sr. Marketing Automation Manager
Editor's Notes
- The primary way that marketers can leverage Invoca’s technology to drive more revenue.
- There are five primary ways marketers use Invoca to do this. Campaign & Media Channel Optimization Agent Landing Page Lifecycle Marketing Expansion
- Increase your marketing campaign and media spend ROI with visibility into the campaigns, offers, media types, and partners driving the highest volume of quality phone calls and purchases.
- We started working with DoubleClick Search and Invoca. DoubleClick Search to handle SEM campaigns and measure online engagements (Quick Quotes) and Invoca to provide insight and automation for when their customer chose to call. With both solutions in place, we implemented the following steps to track, measure, and optimize the best omnichannel local experience for their customers, at scale.
- The first step was all about getting a handle on our campaigns, and streamlining them to be local agent focused Revised SEM campaigns and thousands of phone lines to be local agent focused. This made our campaign management, and QA, at the local level easy, setting us up for success in the future. It also gave us clear reporting of clicks and calls being driven to each local agency, which is crucial.
- The second step was all about collecting granular information about each caller, that we could then later use in reporting. Was previously collecting only campaign-level data per caller. By using Invoca’s dynamic number insertion technology, which allows you to serve a unique dynamically generated phone number in real-time to each customer, we were able to easily capture all of the rich session level data tied to that caller. This gave us more granular about data about each caller, like the keyword that drove them to call, region they’re calling from- and whether it’s a target region or not, device type, you name it.
- Third step was making this data actionable, and using it to improve our SEM campaign performance. Integrating the call data with our bid management solution, Doubeclick Search, to see the click and call performance of keywords side by side. This gave us that holistic view that we were previously missing. Taking a deeper look at the call data, like keypresses, call duration, caller’s postal code, and more to understand attributes of successful calls, as well as unsuccessful calls. Using this combined click and call data to improve our keyword bidding and targeting.
- Deliver a better caller experience that drives higher conversion and revenue by ensuring the caller is routed to the right department and agent, and that the agent has as much information as possible.
- Now that we had rich data available for campaign and media optimization, the next question to answer was: How do we get the right data, and use it, to create amazing local customer experiences that move between online and over the phone? And not just ONE customer experience, but MANY.
- The first step was taking all of the call data we had to optimize the caller experience, based on both the marketing channel that they’re calling from, and where they’re calling from. We noticed that we had high volume of calls that were dropping, some after only 10 seconds or 30 seconds. We called ourselves and realized that our phone menu was too long, and that callers were hanging up before event connecting with an agent! And so, using Invoca’s ability to customize the caller experience, we were able to shorten the phone menu for our paid search callers. The second way we improved the caller experience was by using Invoca’s real-time routing to automatically route callers to their local agent, making sure that personalized experience extends beyond just the form and over the phone. Present the caller with the right language menu based on location.
- Lastly, we noticed that some of the phone numbers were being targeted by spam callers. This was an irritant to our agents, and so we decided to use Invoca’s Call Confidence Technology to help prevent these fraudulent calls from getting through to our agents. The Call Confidence technology automatically scans each call for behavioral and tonal fingerprints of robocalls. Calls matching any fingerprints are then blocked immediately or challenged. Challenged callers hear a prompt saying “Thank you for calling. Press “N” to continue.” N is a number 2-9 that is randomly generated for each call. Calls that are blocked or fail the challenge are not connected to the agent and not shown in reporting.
- Increase overall web and landing page conversion rates and drive more revenue by taking into account conversion via calls.
- Increase overall web and landing page conversion rates and drive more revenue by taking into account conversion via calls.
- Content to match campaigns = more relevant for each customer DNI to track user-level data
- A/B testing for device, traffic source, term
- Nurture streams, attribution, retargeting suppression - Nurture with signals
- Great… I’ll talk about how we use call intelligence to drive higher ROI here at Invoca. What does it take to drive higher ROI from a lifecycle marketing POV? If we reverse engineer things, ROI can’t happen without engagement. Engagement doesn’t happen without relevance. And in order to be relevant, you need data about your customer. You need this data from all interactions, not just clicks. You need it everywhere where you’re going to make decisions. And, you need it in realtime. So let’s look at data flows throughout our tech stack.
- You need a consistent view of customer… We use Salesforce for CRM, and Marketo for marketing automation. Historically, these two platforms (Salesforce and Marketo) play beautifully together. CLICK When something happens in Marketo (such as a web page visit), minutes later, that info gets pushed over to Salesforce. And the same holds true in the other direction. CLICK When sales updates something in Salesforce, minutes later, that info is in Marketo. So sales and marketing are always looking at the virtually the same view of the customer. CLICK But that view was of course was limited to online activity. CLICK Data from phone calls was left out of the equation. CLICK So we set out to tIe these 3 platforms together so sales and marketing have click data as well as call data to determine the next best action. So let’s look at how having this data helps sales be more relevant, and engaging.
- The more you know about a customer up front, the better you can tailor the conversation. And the better questions you can ask. Out of the box, marketing automation platforms give sales reps great visibility into what prospects behavior. Here’s an example of a rep’s view of click data. You can see here this person was interested in Invoca for Social, Omnichannel our enterprise infrastructure Invoca for Adobe… All of this is great ammunition during a phone conversation to ask questions around. CLICK But the problem is, you only get this data when the person is both known and cookied in your marketing automation platform. Only a small percentage of your website visitors are cookied, so here’s what you see for the overwhelming majority of visitors. CLICK Nothing. We use Invoca to help fill that gap in information, and save reps data entry time as well. Here’s how. CLICK When a prospect calls, the rep sees a screenpop of this person as the call is coming in… CLICK and because it recognized that the phone number this person was calling from was associated to an existing lead, the REP CLICKS ON THE NAME KIM COOK AND IT TAKES THEM directly to DATA ABOUT THIS PERSON.. (Now when you first start talking, callers don’t say, hi my name is Kimberly cook and what made me call was…I was reading a nurturing email of yours and flipping through your call intelligence index, and that’s why I’m calling. But with Invoca…. CLICK I can immeidately see, they are already in nurturing. They’re calling from this page on our ebook called the Call Intelligence Index. I get ahead and be more proactive, more probing…and ask questions around the content in the ebook. And….because the call log is automatically associated with the lead,..I can see her LinkedIn profile so I now have a much more clear picture of who I am talking to vs. had I just answered the phone without Invoca. Comparing that without Invoca, when someone calls, a rep has to ask: I”what’s your name, then go to Salesforce and search around while I’m trying to stay present and be engaging with this person on the other line. It’s a lot harder. And you don’t have nearly as much intel…. So that’s how we use calll intelligence to help sales reps. ------
- And finally, how we use call intelligence to help make our marketing smarter. With all the marketing noise consumers are barraged with, to get engagement requires being relevant. Relevance requires knowing your customer’s interests. Invoca buyers have a range of interests. We have prospects who specialize in paid search, affiliate marketing, analytics, omnichannel… If we’re nurturing an affiliate marketer, it’s a very different conversation than nurturing a search marketer, As we covered in previous slides, marketing automation allows you to listen to online behavior to determine what’s the most relevant persona to put them in. So here we’re saying if people visit any of our web pages where the URL containts “search, ppc, adwords, bing”, let’s put them in the Search nurturing track. CLICK But now that we’ve tied together Invoca/Salesforce/Marketo, the marketing team now has visibility into data from phone calls right within our marketing automation platform, in just the same way we leverage web behavior. CLICK So we can leverage the data ABOUT THE SOURCE Of the call, and say if they called in response to a campaign where the campaign name contains “paid search”, then add them to the Search Nurturing Track. CLICK And then, we can leverage data ABOUT WHAT WAS ACTUALLY SAID ON THE CALL, by listening for voice signal condition of true. Together, combining the standard online data with the new call intelligence data from Invoca, it makes your sales reps more informed, your marketing team more informed, and the automation engines as well.
- Drive more inbound calls via a network of certified affiliate partners already working on the Invoca platform.
- Drive more inbound calls via a network of certified affiliate partners already working on the Invoca platform.