Working in demand generation at an innovative software company like Invoca, my life as a marketer who markets to other marketers can be pretty meta. One of the most interesting and exciting parts of the role, is being able to directly benefit from the hands-on use of our very own call intelligence technology.
While inbound calls may not be at the top of B2B marketers’ minds, after seeing Invoca at work firsthand, I firmly believe they should be. I could go on for pages about the many ways I leverage call intelligence to be more effective with our marketing — but brevity is best, so here’s my short list:
The top four things I’ve learned using call intelligence as a B2B marketer:
1. Inbound phone calls drive a substantial volume of marketing qualified opportunities and revenue.
Do we get thousands of inbound calls? No, it’s more like hundreds. But the ones we do get convert at 10X the rate of our digital leads. That’s right — our inbound calls typically convert to opportunities at 77%, while web leads fall in the 7-10% range.
2. About half of our paid search ROI comes from phone calls.
We measure granular details like which campaigns, ad groups, and keywords are driving calls. Then we sync this data with our CRM to see which calls actually result in opportunities and revenue. This means we’re able to better optimize our spend for both online and offline conversions, which has resulted in more than double the volume of opportunities we’re creating each month from PPC, and over 50% of pipeline being sourced from calls, not clicks.
3. I don’t have to settle for “Inbound Call” as a lead source.
As a marketer, there’s nothing more frustrating than seeing Inbound Calls as your top lead source, and not knowing how to get more of those leads. By leveraging Invoca for Salesforce, call-in leads are created in real-time directly in Salesforce the same way web leads are, with complete attribution to the marketing channel and program. This means less work for sales, and better accuracy and attribution for marketing.
4. If you include phone numbers, people will call.
It’s a no-brainer to have a phone number on your contact us page, or your paid search ads. But at Invoca we started including phone numbers in all our marketing, giving our prospects the choice of how to communicate with us. Ends up, our prospects don’t just call us from our demo request and contact us pages — 10% of our calls come from whitepapers, while blog posts and case studies also drive inbound calls.
If you’d like to learn more about how Invoca leverages call intelligence for our own marketing efforts, check out our latest Invoca Paid Search Case Study.