CMO Series: Rethinking social and email engagements using call intelligence
Transcript of CMO Series: Rethinking social and email engagements using call intelligence
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TODAY’S PRESENTERS
Brock Ward Kevin CookDigital Marketing Manager Paid Search Strategist
Paul RudwallDirector, Product Marketing
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DIGITAL IS NO LONGER A NEW COMER
By 2017, the CMO will spend more on technology than the CIO.
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OVER TIME, PRIORITIES HAVE SHIFTED
We sent out a million emails! We got a million likes!2011
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TODAY, IT’S ABOUT EXPERIENCES2016
85%90%
of consumers move between multiple devices to accomplish their goals.of consumers expect a consistent experience across all channels.
Sources: Google, Oracle
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MOBILE MEANS THOSE EXPERIENCES INVOLVE A CALL
SEARCHMobile searchhas overtakendesktop searchin 2015.
EMAIL65% of emails are opened on mobile devices.
DISPLAYMobile spend growing at 3x vs. desktop display.
SOCIAL
82% ofFacebook’stotal revenue is from mobile.
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TWO CHANNELS ARE LEADING THE WAY- ONE OLD, ONE NEW
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EMAIL WAS THE FIRST DIGITAL CHANNEL TO SEE MORE ENGAGEMENT ON MOBILE
2011 2016
8%
54%
Emails Opened on Mobile62%Utilize Responsive Email Design
44%Have Changed CTA Strategy for Mobile
675% Increase
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SOCIAL WASN’T FAR BEHIND
1.57 BillionMonthly Avg UsersQ2 2016
Facebook, 2016
$6.2Billion
Advertising RevenueQ2 2016
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INVOCA FOR SALESFORCE MARKETING CLOUD
Change to Product
Screenshot?
AttributionProfilesJourneys
Integrating call intelligence into email with Invoca creates a new opportunity to dramatically improve ROI while delivering a better experience for our customers.“ “
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AttributionInsightOptimization
Invoca for Facebook gives us insight into which Facebook ads are actually driving the highest quality phone calls for our clients.“ “
INVOCA FOR FACEBOOK
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BRADY CORPORATION
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BRADY CORP UNCOVERED AN ADDITIONAL 38% IN UNIDISCOVERED REVENUE
PAIDSEARCH
ORGANICSEARCH
Ad
WEBDIRECT
General AdWords Email Other0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
80.0%
90.0%
Brand A
Brand B
Calls by Source
38%
38%
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THEIR NEXT STEP IS TYING PHONE CONVERSIONS INTO EMAIL JOURNEY
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PROGREXION
PROGREXION
Our Paid Media Channel has grown significantly, but we needed new avenues of
growth.
2014 = 40%; 2015 = 35%; 2016; 27%
Paid Media
YoY Growth https://www.merkleinc.com/what-we-do/digital-agency-services/media
Paid Search Display Paid Social
To justify that growth we’ve been incredibly data driven.
Until 2016, Social was managed mainly as an engagement and PR channel
March 2015 - 100,000 LikesJune 2016 – 200,000 Likes
Paid Social was a challenge because of the limitations caused by “not ideal” data
Limitations• Basic Paid Social History• Limited Budgets• Manual Tracking• Limited images & ad
copy• Knowing if it will be
profitable• Reassigned Sales• Optimizing based on
directional data• TIME
We’ll be using Invoca for Facebook to help with…
TrackingKnowing what drove every call, where it came from, and if a sale resulted.
TestingTesting ad copy and image creative, expanding audiences, placements, etc.
TimeWe’ll gain back days of time by pairing data with our signal API. No more creating ad level IDs or worrying about reassigned sales.
Target KPIsHow much budget should we allocate? How do we optimize bids? What are the CPAs?
We’ve seen a significant impact already.
Search CPA Social CPA
Mobile MobileDesktop Desktop
What’s next for Progrexion?1. Better Tracking: Signal API Connection
• Keyword/Ad to Offline Sale
2.Scale our efforts• Expand our audiences with using interests, more
look-alike audiences, and more retargeting.• Create more campaigns
3. Growing our business/channel• You bet we’ll beat 30% YoY growth next year
4.Attribution • Get insights across all other marketing channels –
Paid Search, Email, Offline, etc.
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Boomtown ROI
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“If you told me it was $10 for a form fill, I’d say I’ll pay $150 for a phone call.
40%of BoomTown’s deals start with a conversation.
Form Call
Our market is limited, so targeting is key – Facebook allows us to do that.
With Invoca for Facebook we can see which campaigns drive conversions.
Before After
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Our next step is to use that data for audiences and lookalike modeling.
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Key Takeaways
3 KEY TAKEAWAYS
1. Email is about profile data – think about how call insights fit in.
2. Clearly define and communicate metrics to everyone involved.
3. Involve important stakeholders early in the process.
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Q&A
Brock Ward Kevin CookDigital Marketing Manager Paid Search Strategist
Paul RudwallDirector, Product Marketing