In the rush to digital, B2B marketers have ignored a crucial element that salespeople and buyers need: direct human interaction. Sales teams know that calls close customers, and 97% of B2B technology buyers want direct interactions with the provider during the research and purchase process. So why have we left voice conversations behind?
In this webinar, Invoca CMO Eric Holmen and guest Forrester Analyst Lori Wizdo examine:
-Why the inbound call channel is crucial for B2B sales and marketing teams
-Why customer preferences should dictate a non-linear customer life cycle
-How to integrate the human channel into your digital world, and get more buyers calling
1. The
Gaping
Hole
in
B2B
Marke3ng
Automa3on
Lori
Wizdo
Principal
Analyst
Eric
Holmen
CMO
2. Why
Marke3ng
Automa3on?
Billions
of
commercial
emails
and
digital
touch
points.
At
low
conversion
rates.
Became
unmanageable,
manually.
Crea%ng
the
need
for
marke%ng
automa%on
and
campaign
management
technology.
Marke3ng
automa3on
solves
part
of
an
urgent
digital
marke3ng
problem.
3. POLL
Do
you
have
a
marke3ng
automa3on
process
in
your
business
today,
to
manage,
score,
nurture
and
route
leads?
Call
with
basic
informa%on
request
4. Let’s
Talk
Calls
Buyers
want
to
talk
to
sales
earlier
than
we
have
been
assuming.
Call
with
basic
informa%on
request
Calls
deliver
higher
win
rates,
higher
order
values,
and
faster
sales
cycles.
The
marke3ng
metrics
of
inbound
phone
calls
remain
a
mystery,
while
digital
prospects
are
op3mized
at
every
step.
All
in
the
cloud:
call
scoring,
dynamic
numbers,
automa3on,
rou3ng,
and
integra3ons
with
CRM
and
MA
are
cri3cal.
21. POLL
Do
you
track
inbound
phone
calls
from
their
source
through
to
final
win/loss?
Call
with
basic
informa%on
request
22. The
Power
of
Talk
Qualified
buyers
want
to
talk
to
sales.
Qualified
buyers
want
to
talk
earlier
than
you
think.
Sales
always
wants
to
talk
to
buyers
sooner
than
later,
if
they
are
qualified.
Greater
sales
happen
when
buyers
and
sellers
talk,
earlier
in
the
process.
23. Ques3ons
worth
asking
• Would
you
know
a
qualified
phone
call
from
an
unqualified
one?
• Can
you
differen3ate
between
customers
needing
support
and
buyers
looking
for
informa3on
as
a
call
is
coming
in?
• Do
you
know
which
keywords,
media,
and
purchase
paths
are
delivering
the
best
inbound
phone
calls?
24. Four
Essen3al
Parts:
Call
Tracking
and
Analy3cs
Programma3c
Marke3ng
Automa3on
Integra3ons
and
Synchroniza3ons
Expanded
Channel
Distribu3on:
Get
More.
25. Four
Components
of
Value
ATTRIBUTION:
Call
tracking
and
analy3cs
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
–
marke3ng
analy3cs.
26. Four
Components
of
Value
INTELLIGENCE:
Programma3c
marke3ng
automa3on
Once
a
call
starts
heading
into
the
funnel
over
Invoca,
we
derive
and
apply
data,
run
data-‐dips,
score
the
call,
and
determine
op3mal
rou3ng
rules.
A[er
the
call,
we
run
re-‐targe3ng
online
based
on
the
call
disposi3on
–
true
mul3-‐channel
real-‐3me
automa3on.
27. Four
Components
of
Value
INTEGRATIONS:
CRM,
MA
&
Analy3cs
Integrated
na3vely,
off-‐the-‐shelf
APIs,
and
custom
APIs,
Invoca
delivers
two-‐way
integra3ons
with
the
widest
set
of
marke3ng
automa3on,
CRM,
and
marke3ng
technology
partners
to
complete
our
customers
true
mul3-‐
channel
marke3ng.
28. Four
Components
of
Value
EXPANSION:
Channel
Distribu3on
Over
60,000
publishers
already
on
the
pla_orm
crea3ng
quality
inbound
calls
for
adver3sers.
We
connect
the
adver3ser
to
the
distribu3on
partners.
29. Op3mizing
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
genera3ng
inbound
calls,
but
disappearing
from
search.
ü Returned
an
immediate
pipeline
to
sales.
30. 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
31. How
it
works:
In-‐call
milliseconds
for
the
complete
tech
process.
Real-‐3me
scoring
integra3on
and
rou3ng
inbound
calls
Sync
Integra%ons
with:
• Salesforce.com
• Tealium
• Marketo
• Ensighten
• Eloqua
• Marke3ng
Tech
• Scoring
• Detailed
Data
• Addi3onal
Qualifica3on
Rou%ng
to
the
right
des%na%on
How
it
works:
Post-‐call
Marketer
has
visibility
into
the
en3re
process
to
make
informed
decisions
how
best
to
op3mize
their
marke3ng/adver3sing
spend
to
drive
more,
becer
inbound
calls.
32. POLL
Does
your
sales
team
speak
with
prospec3ve
buyers
on
the
phone
at
some
point
during
every
sales
process?
Call
with
basic
informa%on
request
33. One
in
five
calls
is
high-‐quality.
Adver3sers
need
to
know
which
ones.
%
of
calls
from
search
for
a
typical
business
Accidental
call
8
Call
with
basic
informa%on
request
Call
with
basic
informa3on
request
52
19
21
Short
sales
call
Source:
BIA/Kelsey
2012
High-‐quality
sales
call
by
a
new
lead