In the rush to digital, marketers have ignored a crucial channel that sales teams and customers need most: direct human interaction. Sales teams know that voice conversations close customers, and inbound phone calls close at a rate 10-15% higher than online leads. So why have marketers left voice conversations behind? In order to master marketing automation in a multichannel world, we need to bring back human engagement. Join us to learn how others leverage inbound call automation to get more sales qualified leads. Join Eric and Drew to learn: ●The role of mobile in a multichannel marketing strategy ●How customer preferences are killing the traditional lead funnel system ●Why the inbound call channel is crucial for B2B sales and marketing teams ●How to integrate the power of talk into your digital world, and get more customers calling

1. The
Gaping
Hole
in
Your
Demand
Gen
Strategy
In
partnership
with:
Demand
Genera9on
Summit
Eric
Holmen
CMO,
Invoca
Drew
Thorne-­‐Thompsen
VP-­‐Business
Dev,
Invoca

2. POLL
Do
you
have
a
markeCng
automaCon
process
as
part
of
your
demand
gen
strategy
today,
to
manage,
score,
nurture
and
route
leads?
Call
with
basic
informa9on
request

3. Why
MarkeCng
AutomaCon?
Billions
of
commercial
emails
and
digital
touch
points
Call
w c asic
...At
informa9on
brequest
low
ith
onversion
rates
…Became
unmanageable,
manually.
Crea9ng
the
need
for
marke9ng
automa9on
and
campaign
management
technology.

4. Why
MarkeCng
AutomaCon?
Call
with
basic
informa9on
request
But
marke9ng
automa9on
is
missing
something……

5. The
missing
link
in
MarkeCng
AutomaCon….
Direct
human
interacCon!
97% of B2B technology
buyers want direct interactions
with the provider during the
research and purchase
process
Source:
Gartner
-­‐
Tech
Go-­‐To
Market
2013

6. Let’s
Talk
Calls
Buyers
want
to
talk
to
sales
earlier
than
we
have
been
assuming.
Call
with
basic
informa9on
request
Calls
deliver
higher
win
rates,
higher
order
values,
and
faster
sales
cycles.
The
markeCng
metrics
of
inbound
phone
calls
remain
a
mystery,
while
digital
prospects
are
opCmized
at
every
step.
All
in
the
cloud:
call
scoring,
dynamic
numbers,
automaCon,
rouCng,
and
integraCons
with
CRM
and
MA
are
criCcal.
Sources:
Forrester
Analyst
Lori
Wizdo;
Google
Mobile
Playbook,
Invoca

7. Online
Channels
Leads
Characterized
as:
-­‐Low
Value
-­‐High
Volume
Offline
&
Call
Channels
Leads
Characterized
as:
-­‐Medium
Volume
-­‐High
Value

8. Online
Channels
Leads
Characterized
as:
-­‐Low
Value
-­‐High
Volume
Offline
&
Call
Channels
Leads
Characterized
as:
-­‐Medium
Volume
-­‐High
Value

9. What
is
lead-­‐to-­‐revenue
management?
AYract
Capture
Nurture
Convert
$
Expand
The
managed
process
that
turns
leads
to
prospects
and
then
into
customers.

10. Results are Better (J)
Using
your
best
esCmate,
what
percentage
of
your
B2B
sales
pipeline
(opportuniCes)
can
be
aYributed
to
leads
your
markeCng
funcCon
has
generated?
….just not good enough (L)
44%
34%
L2RM
AutomaCon
Pla_orm
Implemented
(N=136)
L2RM
AutomaCon
Pla_orm
Not
Implemented
(N=69)
Base:
MarkeCng
decision-­‐makers
at
B2B
companies
in
the
US
and
Western
Europe
with
100
or
more
employees;
Source:
Q4
2012
US
and
Europe
B2B
Technology
MarkeCng
TacCcs
And
Benchmarks
Online
Survey

11. Results are Better (J)
How
important
are
the
following
sources
when
researching
and
evaluaCng
technologies
and
services
to
purchase?
Important
Very
Important
My
Primary
Source
Industry,
Trade,
or
Professional
Websites
Colleagues
within
your
organizaCon
In-­‐person
Events,
Trade
Shows,
or
Conferences
Vendor
Websites
Printed
PublicaCons
(including
magazines,
research
44%
Higher
Value
sources
J
34%
Peers
outside
your
organizaCon
Consultants
or
Systems
Integrators
(SI's)
Support
Forums,
Discussion
Forums
Vendor
salespople
Electronic
NewsleYers
Industry
Anaylst
Firms
Webinars,
Webcasts
Online
Videos
Virtual
Events,
Virtual
Tradeshows
Professional
Social
Networking
Sites
(not
including
LinkedIn
Blogs
Facebook
TwiYer
Lower
Value
sources
L

12. Call
with
basic
informa9on
request
It’s
9me
to
revisit
some
old
assump9ons.

13. QuesCons
worth
asking
• Would
you
know
a
qualified
phone
call
from
an
unqualified
one?
• Can
you
differenCate
between
customers
needing
support
and
buyers
looking
for
informaCon
as
a
call
is
coming
in?
• Do
you
know
which
keywords,
media,
and
purchase
paths
are
delivering
the
best
inbound
phone
calls?

14. Call
with
basic
informa9on
request
How
do
calls
fit
into
a
2014
demand
gen
strategy?

15. Four
EssenCal
Parts:
Call
Tracking
and
AnalyCcs
ProgrammaCc
MarkeCng
AutomaCon
IntegraCons
and
SynchronizaCons
Expanded
Channel
DistribuCon:
Get
More.

16. Four
Components
of
Value
ATTRIBUTION:
Call
tracking
and
analyCcs
Knowing
precisely
where
calls
come
from
–
which
exact
keyword,
ad,
channel,
and
content
–
and
knowing
who
the
buyer
is
in
their
purchase
path.
More
than
call
tracking
–
markeCng
analyCcs.

17. OpCmizing
to
death…literally
Largest
tech
company
in
their
category,
heavy
Salesforce.com
users.
BEFORE
INVOCA
• Tracking
tens
of
thousands
of
keywords
and
long-­‐tail
keywords,
with
phone
number
in
ad.
•
‘Pruning’
keywords
when
they
don’t
perform.
AFTER
INVOCA
ü Revisited
old
pruned
keywords.
ü Found
some
where
MORE
valuable
because
they
were
generaCng
inbound
calls,
but
disappearing
from
search.
ü Returned
an
immediate
pipeline
to
sales.

18. How
it
works:
Pre-­‐call
Filing
trademarks
Buyer
searches
a
keyword.
Google
search
ad
appears
with
a
unique
Invoca
number
populated
directly
into
the
ad.
Call

19. Four
Components
of
Value
INTELLIGENCE:
ProgrammaCc
markeCng
automaCon
Once
a
call
starts
heading
into
the
funnel
over
Invoca,
we
derive
and
apply
data,
run
data-­‐dips,
score
the
call,
and
determine
opCmal
rouCng
rules.
Amer
the
call,
we
run
re-­‐targeCng
online
based
on
the
call
disposiCon
–
true
mulC-­‐channel
real-­‐Cme
automaCon.

20. How
it
works:
In-­‐call
milliseconds
for
the
complete
tech
process.
Real-­‐Cme
scoring
integraCon
and
rouCng
inbound
calls
Sync
Integra9ons
with:
• Salesforce.com
• Tealium
• Marketo
• Ensighten
• Eloqua
• MarkeCng
Tech
• Scoring
• Detailed
Data
• AddiConal
QualificaCon
Rou9ng
to
the
right
des9na9on
How
it
works:
Post-­‐call
Marketer
has
visibility
into
the
enCre
process
to
make
informed
decisions
how
best
to
opCmize
their
markeCng/adverCsing
spend
to
drive
more,
beYer
inbound
calls.

21. Who
gets
the
call?
Real-­‐Cme
filtering
and
rouCng
to
match
the
right
callers
with
the
right
recipients
BEFORE
INVOCA
• All
calls
transferred
to
main
switchboard
• Delays
while
caller
listens
to
menu
opCons
• Unqualified
callers
waste
Cme
of
sales
team
AFTER
INVOCA
ü Callers
are
filtered
for
quality
and
intent
ü Calls
are
handled
differently
depending
on
hours,
geographical
locaCon,
user
profile
ü Best
callers
speak
to
sales,
faster

22. Four
Components
of
Value
INTEGRATIONS:
CRM,
MA
&
AnalyCcs
Integrated
naCvely,
off-­‐the-­‐shelf
APIs,
and
custom
APIs,
Invoca
delivers
two-­‐way
integraCons
with
the
widest
set
of
markeCng
automaCon,
CRM,
and
markeCng
technology
partners
to
complete
our
customers
true
mulC-­‐
channel
markeCng.

23. Beyond
keyword
tracking…
Completely
opCmize
your
MarkeCng
AutomaCon
with
custom
parameters
to
follow
your
users
across
their
enCre
journey
BEFORE
INVOCA
AFTER
INVOCA
•
•
•
All
calls
transferred
to
main
switchboard
Delays
while
caller
listens
to
menu
opCons
Unqualified
callers
waste
Cme
of
sales
team
ü Callers
are
filtered
for
quality
and
intent
ü Calls
are
handled
differently
depending
on
hours,
geographical
locaCon,
user
profile
ü Best
callers
speak
to
sales,
faster

24. Four
Components
of
Value
EXPANSION:
Channel
DistribuCon
Over
60,000
publishers
already
on
the
pla_orm
creaCng
quality
inbound
calls
for
adverCsers.
We
connect
the
adverCser
to
the
distribuCon
partners.

25. POLL
Does
your
sales
team
speak
with
prospecCve
buyers
on
the
phone
at
some
point
during
every
sales
process?
Call
with
basic
informa9on
request

26. One
in
five
calls
is
high-­‐quality.
AdverCsers
need
to
know
which
ones.
%
of
calls
from
search
for
a
typical
business
Accidental
call
8
Call
with
basic
informa9on
request
Call
with
basic
informaCon
request
52
19
21
Short
sales
call
Source:
BIA/Kelsey
2012
High-­‐quality
sales
call
by
a
new
lead

27. Fitng
Inbound
Calls
into
your
Strategy
Drive
high
win
opportuniCes
through:
ü Search
result
lisCngs
ü Website
CTAs
ü Sales
presentaCons
and
collateral
or
855-­‐780-­‐8636

28. Get
a
demo:
hYp://go.invoca.com/demo
markeCng@invoca.com
855-­‐780-­‐8636
Call
with
basic
informa9on
request