This document discusses how marketers can leverage conversation intelligence to optimize inbound calls and grow their pipeline. It begins with an introduction of the speakers and an overview of how the customer journey has evolved as mobile has become the default platform. It then discusses how marketing automation and other digital tools do not account for phone calls. The presentation introduces Invoca Signal as a solution that combines the richness of phone conversations with the measurability of digital platforms. It provides examples of how conversation intelligence can be used to prove marketing ROI, define lead quality, optimize campaigns, test sales messaging, monitor competitors, and enhance customer experience.

1. Why Voice is the
New Differentiator
for Digital Marketers
How marketers are leveraging conversation intelligence to
optimize inbound calls and grow their pipeline.
Speakers:
Sarah Wernik
Sr. Customer Success Manager, Invoca
Kyle Christiansen
VP Marketing, Invoca
Lauren Ishimaru
Product Marketing Manager,
Invoca
Host:

2. Today’s Agenda
Call with basic
information
request
1. Speaker Introductions
2. The Evolving Customer Journey
3. Conversation Intelligence
a) What it is
b) Use cases
4. Questions
Tweet your questions and comments
to @Invoca #InvocaSignal

3. Meet the Speakers
• 15+ years experience in SaaS
Digital Marketing
• Former VP of Marketing at
Responsys
• Served in senior strategic
product marketing and
management roles at Zuora and
at Salesforce.com
Kyle Christensen
VP Marketing, Invoca
@Invoca #InvocaSignal

4. Meet the Speakers
• 5+ years experience in SaaS
Digital Marketing
• Former account manager at
performance marketing
agency
• Leading front on Invoca
Signal customer adoption
Sarah Wernik
Sr. Customer Success
Manager, Invoca
@Invoca #InvocaSignal

5. The Evolving
Customer Journey

6. Mobile Is Now the Default Platform for both Consumer and
Business Interactions.
EMAIL
51% of Emails are
Opened on Mobile
SEARCH
Mobile Search to
Overtake Desktop
Search in 2015
ADS
Mobile Ad Spending
Growing at 3x Non-Mobile
Digital Spending
SOCIAL
100% of Facebook’s
Revenue Growth is
Coming from Mobile

7. It’s Not That the Path to Purchase Has Migrated to the Smartphone.
It’s That It Has Evolved Entirely.
90%
of consumers begin a search
process on one device and
complete it on another… and
that device is typically a
smartphone
61%
of consumers who search
on a mobile device make a
call as a result of that
search.
Awareness
Research
Engagement
Consideration
Google Mobile Playbook, 2013

8. Source: Monetate eCommerce Quarterly Report
The digital “path to purchase”
on smartphones converts at
just
of the rate of
traditional desktop or
tablet devices.
25 - 33%
Not just a “small computer.”
Copying and Pasting the Desktop Experience to the Mobile Device Is
a Path to Failure.

9. of mobile users have
clicked to call a business
from search.
of mobile searchers say the
call is the most important step
in the purchase process.
http://www.thinkwithgoogle.com/research-studies/click-to-call.html
70%
61%
This is also a phone.
Successful Marketers Recognize that This is More than a Computer,
It’s a Communications Device.

10. 30 Billion
This year, people will call
businesses over
times in the US alone.
$4 Billion
And businesses will spend over
on technology to support these
phone calls.
Consumers Have Already Figured this Out. In a Major Way.

11. This is a computer. This is a phone.
The Complete Mobile Experience.
Companies Must Adapt for a World Where the Mobile Journey Blends
Digital Experiences with Communications Experiences.
Phone Calls
Voice
SMS & Push
Streaming Audio
Video Conferencing
Location
Search
Mobile Web
Email
Social Networking
Display Ads
Apps

12. The Billions Spent to Shape & Monetize the Digital Experience
Come Up Short in a Mobile, Cross-Device World.
Bid
Management
Re-Targeting
Marketing
Automation
Testing &
Optimization
$5 Billion will be spent in 2014 in these four categories alone.

13. Example: Marketing Automation Doesn’t Speak “Phone.”
John Clicks
Search Offer
Send John
Personalized
Email
Target John
with Display
Ad
Target John
with
Social Offer
Show John
Personalized
Web Content
7% Clicked 12% Clicked
2% Clicked
28% Clicked
15% Clicked
Lead Tracked
& Scored.

14. Example: Marketing Automation Doesn’t Speak “Phone.”
Lead
Unknown.
When the “path to purchase” moves
from online to offline, the marketing
automation leaders consistently
deliver a very expensive false
negative.
false negative

15. Example: Bid Management Doesn’t Speak “Phone.”
Bid More. Bid Less.
false negative

16. Example: Web Optimization Doesn’t Speak “Phone.”
Page
Converted.
Page
Abandoned.
false negative

17. complete purchase
Example: Retargeting Doesn’t Speak “Phone.”
Converted.
Target for
Upsell.
Abandoned.
Target for
Discount.
false negative

18. DIGITAL
Intelligence
COMMUNICATIONS
Intelligence
Half of the Interactions that Drive Purchases Are Invisible to
Traditional Digital Sales & Marketing Platforms.
“The New Path-To-Purchase” July 2014
50% of consumers move offline
to make purchases.
66% of consumers use digital
resources to discover and
explore purchases.

19. Finally. SaaS that Speaks Phone.
In a world gone mobile, Invoca combines the ease of SaaS applications with
communications technology, so marketers can make better decisions, create
amazing customer experiences, and drive more revenue.

20. A Tale of Two
Departments Divided

21. Which would you prefer?
OR

22. Which would you prefer?
SALES
OR

23. Which would you prefer?
SALES
Rich InteractionHigh intent
OR

24. Which would you prefer?
SALES
High intent Basic InteractionLow intent
OR
Rich Interaction

25. Which would you prefer?
SALES
High intent Low intent
MARKETING
OR
Basic InteractionRich Interaction

26. Which would you prefer?
SALES
High intent Low intent
MARKETING
Highly Measurable
OR
Basic InteractionRich Interaction

27. Which would you prefer?
SALES
High intent Low intent
MARKETING
OR
Highly Measurable
Basic InteractionRich Interaction

28. Which would you prefer?
SALES
High intent Low intent
MARKETING
Highly Measurable
Basic InteractionRich Interaction

29. A Solution:
Conversation
Intelligence

30. SALES MARKETING
Rich InteractionHigh intent High Measurability
+
Conversation Intelligence combines the richness and high intent of
phone conversations with the measurability of digital forms.

31. Get the rich conversation intelligence, without all the work
WITHOUT
@Invoca #InvocaSignal

32. Invoca Signal: Optimize Every Voice Interaction
Invoca Signal Technology listens for user-defined
keywords, giving you insight into every inbound call, like:
Special promos
mentioned
Sales messaging
being used
Set appointments
or sales
Competitors
mentioned
And more!

33. Top Ways to Use
Conversation
Intelligence
6

34. Prove Marketing ROI

35. @Invoca #InvocaSignal
✔ ✔
Prove Marketing ROI
Get credit for conversions that happen over the phone in near real-time
instead of weeks or months down the road.
1

36. Define Lead Quality

37. Define Lead Quality
Identify the characteristics of qualified versus unqualified leads to improve
both marketing and sales performance.
@Invoca #InvocaSignal
Hi I would like to place an
order. My credit
card number is...
Hi I would like to talk to
customer support. My
account number is…
✔ ✗
2

38. Optimize Marketing
Campaigns

39. Optimize Marketing Campaigns
Increase spend on campaigns driving high-converting calls and minimize
spend on the campaigns driving low-converting calls.
@Invoca #InvocaSignal
✔ ✗ ✔ ✗
Paid Search Display Mobile Offline
3

40. Test New Sales
Messaging

41. Test New Sales Messaging
Identify the sales messaging contributing to deals both won and lost.
@Invoca #InvocaSignal
SCRIPT A SCRIPT B
✗ ✔
VS
4

42. Monitor the Competitive
Landscape

43. Monitor the Competitive Landscape
See which competitors are being mentioned on deals both won or lost to
arm your sales team with the right messaging.
@Invoca #InvocaSignal
Competitor 1 Competitor 2 Competitor 3 Competitor 4 Competitor 5
5

44. Enhance the Customer
Experience

45. Enhance the Customer Experience
Use Invoca Signal to automatically trigger a seamless and customized user
experience, like specialized lead nurturing tracks.
@Invoca #InvocaSignal
6

46. Questions
Use the chat bar, or Twitter!
@Invoca #InvocaSignal
?

47. Learn more:
Invoca.com/signal
sales@invoca.com
877-603-4452