With the rise of mobile, understanding and mastering the inbound call channel has never been more important. Learn how Allstate and SunTrust Bank harness inbound calls to optimize bids, leverage artificial intelligence and create powerful lookalike audiences to deliver measurable ROI. Advanced search marketers (you!) will leave with new ideas from your cutting-edge peers and step-by-step instructions to help you achieve the same results!

1. DRIVING REVENUE
WITH THE POWER OF VOICE
5 Ways to Go Beyond Call
Tracking
How SunTrust and Allstate Maximize ROI

2. Brennie Conkle
VP Customer Strategy
Pooja Tripathi
Sr. Enterprise Customer Success Manager

3. INVOCA
OVERVIEW
+100 Million calls annually from leading F500 brands.
PIONEERING INNOVATION
Continuous stream of first and only product and
platform capabilities.
ENTERPRISE EXPERIENCE
Founded in 2008, executive team with decades of
enterprise SaaS and telecommunications experience.
TRUSTED AT SCALE
$60M in Tier 1 VC raised.
500% enterprise revenue growth in past 3-years.
MARKET LEADERSHIP

4. 5 Challenges with Call Tracking
1. How do you go beyond just counting calls?
2. How do you get more quality calls?
3. How do you maximize conversions on phone calls?
4. How do you use the data you have to inform future
interactions?
5. How do you continuously improve in a scalable and
automated way?

5. Brennie Conkle
VP Customer Strategy

6. The Brand Story
• 1,400 branches in 11 states in the
Southeast
• National footprint for Commercial,
Mortgage, and Private Wealth
• Changing the way they do banking

7. THE CHALLENGE
• Driving calls from the Mortgage paid search landing pages
• High volume of service calls
• Only optimizing for forms and not for the calls
• No call data incorporated in any database consistently
• Marketing not receiving attribution from calls

8. Previous SunTrust
mortgage experience
MEASURABLE
Prioritized loan officer experience that wasn’t trackable
CONVENIENT
Call center CTA secondary
OPTIMIZED
Optimizing only on the “Get Prequalified” CTA
PERSONALIZED
All calls led to one place

9. SunTrust gains visibility into calls
2x more calls vs. form fills for
mortgage leads from Paid
Search.
of mortgage calls coming
from Google Click to Call.33%

10. PERSONALIZE
the caller
experience
First Time Home
Buyer
Specialist

11. Adobe
Analytics
Adobe
Audience
Manager
Adobe Media
Optimizer
Enhance future interactions

12. Why does this matter?

13. • 100% higher conversion from phone calls
than web forms
• Routing based on campaign reduced
transfers by 40%
• Optimized paid media savings to expand
mortgage to additional campaigns like first
time home buyers ($400,000)

14. Mobile friendly calls to action
• Changed mobile layout and call to action to account for calls
• Tested call to actions (Click to form v. Call to call center v. Call
to local agent)
• Make it easy to communicate with your brand

15. Pooja Tripathi
Sr. Enterprise CSM

16. • 11,000+ Agencies across the US &
Canada
• Large multi-national P&C Insurance
company
• Trusted household brand name
The Brand Story

17. OR
Allstate can call you. You can call Allstate.
Ways to Reach Allstate

18. THE CHALLENGE
How to do we create the best
experience for each customer that
moves from online to over the
phone?

19. Personalize the digital experience
Previous Generic
Landing Page
Personalized Landing Pages

20. ““
Personalize the voice experience
Merci d’avoir appelé
Allstate…
Thank you for
calling Allstate…

21. Enhance future interactions

22. Why does this matter?

23. The results
Product-specific Content Testing Campaign Message Testing
+5% lift in
calls
+15% lift in
calls
Conquesting Testing
+232% lift in
conversions
+42% lift in
impressions
+209 % lift in
clicksMobile Testing

24. What’s next?
“Auto Insurance”
“Quote”

25. Recap: 5 says to go
beyond call tracking
1. Optimize campaigns to drive more quality calls (quality over
quantity).
2. Get more of these quality calls by using segments.
3. Personalize the caller experience to maximize conversion.
4. Suppress users who have already converted.
5. Use machine learning in conjunction with automated bid
optimization to continuously improve.

26. Questions

27. Brennie Conkle
VP Customer Strategy
Pooja Tripathi
Sr. Enterprise Customer Success Manager

28. Thank you!