Last month Invoca brought our Omnichannel Masters Series to San Francisco. We heard from marketers who are in the trenches at Adobe Marketing Cloud, Progrexion and 3 Day Blinds, who taught attendees what it takes to deliver on the promise of omnichannel marketing in a world that is increasingly mobile.
To recap, here are four key takeaways I learned from the event and a few photos. We hope to see you at our next event – city TBD!
1. Today’s Customer Journey is Omnichannel
According to Google, 90% of consumers move between multiple devices to accomplish their goals. And in this omnichannel world, the customer conversation is more important than ever. As smartphone adoption explodes, more people are choosing to place a phone call vs. fill out a form on a tiny screen – especially when it’s a considered or expensive purchase. Kyle Christensen, SVP of Marketing at Invoca talked about why marketers need to create a customer journey that’s seamless and personalized, backing it up with some examples of how real brands like Disney, Vivint and Nordstrom are doing it (check out more examples here).
2. Experiences Matter
This is the mantra at Adobe Marketing Cloud — it’s simple, yet profound. Adobe’s Tyler Briggs did a great job of bringing it to life through several examples where the online, mobile and offline shopping experience is so tied together that it delights the customer and ultimately results in a sale. The holy grail! He also talked about how to leverage data to create marketing personas and the importance of aligning your messaging at each stage of the customer journey.
3. Marketing is Math
Jason Owen, who runs marketing at Progrexion, a leader in credit repair services, is an Invoca customer and one of the most data-driven marketers we know. He delivered some straight talk on how to drive real, bottom-line impact in just a matter of months. He walked through the actual programs he developed during his first 90 days at Progrexion, which are poised to save the company a significant amount of money. Along with a host of other marketing technologies, Invoca played an integral in uncovering new opportunities for campaign optimization and revenue growth. He also urged marketers to look at candidates who are math majors, not marketing majors. Oh, and these are his five favorite words, “Make the phone number bigger.” He said this simple tweak drives more calls every time.
4. Customers want Conversations
Last, we heard from Chief Revenue Officer at 3 Day Blinds, Dan Williams, also an Invoca customer. He talked about the unique marketing challenges that come along with working for a company that has no retail stores and no ecommerce — all of their sales are done through the phone and in-home visits. In fact, 70% of 3 Day Blinds appointments are scheduled over the phone. Dan talked about how he’s not only using Invoca to optimize their paid search campaigns for more calls, but how he’s using call intelligence to personalize the customer experience – from initial phone call to a closed sale.
If you’re interested in seeing real-world examples of successful omnichannel marketing, download your copy of the Omnichannel Lookbook today!