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!
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?
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
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%
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
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.