CMO Series: Rethinking social and email engagements using call intelligence
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The document discusses a summit about digital marketing and phone calls. It provides an agenda for the summit with presenters Brock Ward, Kevin Cook and Paul Rudwall. Several sections discuss how consumer behaviors have shifted to expecting consistent experiences across multiple devices. It also highlights how email and social media engagement has greatly increased on mobile devices in recent years. Several company case studies are presented, including how Brady Corporation uncovered an additional 38% in undiscovered revenue and how Progrexion improved metrics like cost per action by using call tracking data from Invoca. The key takeaways emphasize how call insights can improve email profiling, defining clear metrics, and involving stakeholders early.
CMO Series: Rethinking social and email engagements using call intelligence
- 2. #InvocaSummit TODAY’S PRESENTERS Brock Ward Kevin Cook Digital Marketing Manager Paid Search Strategist Paul Rudwall Director, Product Marketing
- 3. #InvocaSummit DIGITAL IS NO LONGER A NEW COMER By 2017, the CMO will spend more on technology than the CIO.
- 4. #InvocaSummit OVER TIME, PRIORITIES HAVE SHIFTED We sent out a million emails! We got a million likes! 2011
- 5. #InvocaSummit TODAY, IT’S ABOUT EXPERIENCES 2016 85% 90% of consumers move between multiple devices to accomplish their goals. of consumers expect a consistent experience across all channels. Sources: Google, Oracle
- 6. #InvocaSummit MOBILE MEANS THOSE EXPERIENCES INVOLVE A CALL SEARCH Mobile search has overtaken desktop search in 2015. EMAIL 65% of emails are opened on mobile devices. DISPLAY Mobile spend growing at 3x vs. desktop display. SOCIAL 82% of Facebook’s total revenue is from mobile. #InvocaSummit
- 7. #InvocaSummit TWO CHANNELS ARE LEADING THE WAY- ONE OLD, ONE NEW
- 8. #InvocaSummit EMAIL WAS THE FIRST DIGITAL CHANNEL TO SEE MORE ENGAGEMENT ON MOBILE 8% 54% 2011 2016 Emails Opened on Mobile 62%Utilize Responsive Email Design 44%Have Changed CTA Strategy for Mobile 675% Increase
- 9. #InvocaSummit SOCIAL WASN’T FAR BEHIND 1.57 Billion Monthly Avg Users Q2 2016 Facebook, 2016 $6.2 Billion Advertising Revenue Q2 2016
- 10. #InvocaSummit INVOCA FOR SALESFORCE MARKETING CLOUD Change to Product Screenshot? Attribution Profiles Journeys Integrating call intelligence into email with Invoca creates a new opportunity to dramatically improve ROI while delivering a better experience for our customers.“ “
- 11. #InvocaSummit Attribution Insight Optimization Invoca for Facebook gives us insight into which Facebook ads are actually driving the highest quality phone calls for our clients.“ “ INVOCA FOR FACEBOOK
- 13. #InvocaSummit
- 14. #InvocaSummit BRADY CORP UNCOVERED AN ADDITIONAL 38% IN UNIDISCOVERED REVENUE EMAIL PAID SEARCH ORGANIC SEARCH Ad WEB DIRECT 0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 70.0% 80.0% 90.0% General AdWords Email Other Brand A Brand B Calls by Source 38% 38%
- 15. #InvocaSummit THEIR NEXT STEP IS TYING PHONE CONVERSIONS INTO EMAIL JOURNEY
- 17. PROGREXION
- 18. 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
- 19. To justify that growth we’ve been incredibly data driven.
- 20. Until 2016, Social was managed mainly as an engagement and PR channel March 2015 - 100,000 Likes June 2016 – 200,000 Likes
- 21. 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
- 22. We’ll be using Invoca for Facebook to help with… Tracking Knowing what drove every call, where it came from, and if a sale resulted. Testing Testing ad copy and image creative, expanding audiences, placements, etc. Time We’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 KPIs How much budget should we allocate? How do we optimize bids? What are the CPAs?
- 23. We’ve seen a significant impact already. Search CPA Social CPA Mobile MobileDesktop Desktop
- 24. 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.
- 26. #InvocaSummit
- 27. “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
- 28. Our market is limited, so targeting is key – Facebook allows us to do that.
- 29. With Invoca for Facebook we can see which campaigns drive conversions. Before After +
- 30. Our next step is to use that data for audiences and lookalike modeling.
- 32. 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.
- 33. #InvocaSummit Q&A Brock Ward Kevin Cook Digital Marketing Manager Paid Search Strategist Paul Rudwall Director, Product Marketing
Editor's Notes
- #19: Paid Media 2014 – 2015; 40% 2015 – 2016; 35% 2016 – 2017; 27%
- #20: Limitations: - Only 4 Audiences: 2 Look a like audiences and 2 remarketing lists
- #21: 100,000 likes – March 2015 200,000 likes – June 2016
- #22: Limitations: - Only 4 Audiences: 2 Look a like audiences and 2 remarketing lists
- #23: Limitations: - Only 4 Audiences: 2 Look a like audiences and 2 remarketing lists
- #24: Paid Search: Mobile CPA – $948 Desktop CPA – $190 Combined CPA – $400 Paid Social: Mobile CPA – $112 Desktop CPA – $480 Combined CPA – $190 Social = Mobile We’ve seen a 400% increase in sales by executing our paid social strategies on mobile.
- #25: Signal API Connection – Event better Tracking – keyword/ad to offline sale data Scaling our efforts w/ Invoca Growing our business/channel Attribution across digital/offline channels
- #28: In actuality ALL deals close through some type of conversation Built business on referrals but expanded via digital Getting hand-raisers on the phone is worth much more than a click conversion Calls expedite the process compared to typical online advertising Before Invoca we relied on sales reps to just classify “call” records, it was messy. Now we can see sources and more info
- #29: ~2 million real estate licenses in the USA but only about 500k can work with us This means to survive in the digital space for the long term we have to dance lightly Shifted to BRAND versus direct response mid-year 2016 This brought us more impressions and interaction over time to build trust Currently 8 major campaigns across 11 general “saved” audiences, plus many lookalikes and retargeting Result: maintaining lead generation by shifting click conversions to calls and using ½ the budget
- #30: Previously we based marketing KPI on typical click conversions / leads but with call tracking in social we can now see a different picture Call conversions tracked via Invoca wer’re 25% of “demo request” conversions – but not necessarily from those campaigns Many calls were coming from softer content: blog, videos, even ebooks
- #31: Moving forward the data needs to become less directional and more scalable Incorporating IVR data into reporting to launch client-focused campaigns