61% of businesses rate inbound calls as an excellent lead source - a higher number than any other inbound source. Yet, marketers consistently underestimate the lead volume and revenue generated from calls. Make better decisions and more powerful optimizations with SaaS that speaks phone.

1. Stop Ignoring your Best Leads
Why the phone matters to marketers
Call with basic
information
Panelists: request
Kyle Christensen
VP Marketing
Paul Rudwall
Sr. Product Marketing Manager

2. Meet the Panelists
• 15+ years experience in SaaS digital
marketing
• Former VP Marketing at Responsys
• Served in senior strategic product
marketing and management roles at
Zuora and Salesforce.com
Kyle Christensen
VP Marketing,
Invoca
CONFIDENTIAL
2
@Invoca #callsbeatclicks

3. Meet the Panelists
• Has 7+ years experience in sales and
product marketing for B2B SaaS
companies
• Prior to Invoca, held sales and product
marketing management roles at
Responsys/Oracle, Demandforce, and
SuccessFactors
• Every year, Paul roots for a Bengals
Super Bowl win – every year he finds
another reason to question why…
Paul Rudwall
Sr. Product Marketing
Manager
Invoca
CONFIDENTIAL
3
@Invoca #callsbeatclicks

4. The New Differentiator:
Why Inbound Calls Matter

5. 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 Spend Growing
at 3x Non-Mobile Digital
Spend
SOCIAL
100% of Facebook’s
Revenue Growth is
Coming from Mobile
@Invoca #callsbeatclicks

6. 61% of businesses rate
inbound calls as an
‘excellent’ lead source – a
higher number than any
other inbound source.
Source: BIA Kelsey @Invoca #callsbeatclicks

7. That’s because calls
convert into
purchases 10x more
than clicks.
Source: BIA Kelsey @Invoca #callsbeatclicks

8. Ok….but are there really that many calls being made?
Google Mobile Playbook, 2013
Think you know the real business opportunity driven by
inbound calls? Take a guess at:
• How many calls are being driven to US businesses
this year?
• How much money is invested in driving those calls?
@Invoca #callsbeatclicks

9. We surveyed 100 respondents at Dreamforce…..
80%
of respondents underestimated
how many calls are made to
businesses each year.
Google Mobile Playbook, 2013
@Invoca #callsbeatclicks

10. Marketers consistently underestimate the lead volume and
revenue generated from calls.
This year, people will call
businesses over
30 Billion
times in the US alone.
And businesses will spend over
$4 Billion
on technology to support these
phone calls.

11. The Blind Spot in the
Customer Journey

12. 61% of marketers
don’t know which
campaigns drive
inbound calls.
Source: BIA Kelsey @Invoca #callsbeatclicks

13. The usual attribution suspects for offline
conversions:
Source: BIA Kelsey
Lead Source: Other
Lead Source: Inbound Call
@Invoca #callsbeatclicks

14. Billions are 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.
@Invoca #callsbeatclicks Source: Raab report 2014

15. Half of the Interactions that Drive Purchases Are Invisible to
Traditional Digital Sales & Marketing Platforms.
DIGITAL
Intelligence
COMMUNICATIONS
Intelligence
“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.

16. 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.

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

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

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

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

21. Bad data is leading to bad decisions
You can’t measure the true ROI of marketing
campaigns.
Your data is skewed and overemphasizes
wrong touches.
Misinformation prevents you from driving
your highest converting leads.
@Invoca #callsbeatclicks

22. Get Accurate Marketing
ROI with Call Intelligence

23. 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.

24. Call Intelligence Bridges the Gap in a Multi-Device Path to
Purchase.
Invoca code snippet placed on
any digital asset. Session-based
Invoca phone numbers
dynamically populate in real-time.
Customer clicks to call or dials
number. Phone call passes through
Invoca’s communication platform.
1
2
3
As the call comes in, Invoca
knows the precise source
that rendered the
number and can
provide attribution.

25. Analytics Tie Calls to Revenue, Helping Drive More of the
Inbound Calls that Matter.
What keywords are driving calls
that convert to revenue?
What channels are driving my
most valuable calls?
What campaigns are driving
calls that don’t convert?
What partners are driving the
most calls to my business?

26. Inbound Call Marketing Automation:
Determines the Caller Profile, Score, and Route in Real-Time
… in milliseconds.

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

28. Invoca integrates with other marketing technologies to deliver a
great customer experience – no matter where you engage.

29. Invoca for Salesforce:
Call Attribution for Marketers. Conversation Intelligence for Sales.
Closed Loop Attribution
Know which campaigns are driving
phone calls that turn into
opportunities.
Prioritize and Score Inbound
Calls.
Arm sales with data about each caller
so they can focus on the leads that
matter.
Sales Conversation
Intelligence
Understand what key signals are
causing you to win or lose deals.

30. Questions?
Call us: 888-870-7053
Email: sales@invoca.com
See a demo: www.invoca.com/demo
@Invoca #callsbeatclicks