While the ability to retarget people immediately after they visit your website is one of digital marketing’s most effective tools, success with retargeting is no slam dunk. But it becomes far more likely when you serve the right person the right offer at the right time. Nailing those three fundamentals is fairly straightforward when your conversion funnel is 100% digital.

  • Right person: You drop a cookie in their browser.
  • Right offer: You see which email they clicked, what search term they entered, what pages they visited, or what items are in their cart to determine the most relevant offer.
  • Right time: Your cookied audience segmentation lists are automatically synced in realtime with your display platform, and you’re right back in front of them while your brand is still fresh, and your prospect’s intent is still high.

But if you’re in a vertical where a phone call is an integral part of the conversion funnel, getting retargeting right is tricky, as most digital marketers have no data on what’s driving calls, what’s said on calls, or any details about the callers themselves. If they do, it’s usually sitting in the call center, disconnected from the martech/adtech stack, where it needs to be to help marketers make smart, data-driven decisions.

I was sitting in on a session at the Call Intelligence Summit with panelists from Adobe, Rise Interactive, and Progrexion where this challenge of retargeting phone callers came to light. Progrexion is a credit repair company where 90% of their conversions happen over the phone. Here’s what they had to do in order to run Facebook retargeting ads prior to having call intelligence from Invoca.

Manual List Uploads

The marketing team would request a list of the people who had called from the analytics team. Turnaround time for that data could be a few hours to a full day. Next, they’d manually load that list into Facebook and wait for it to germinate. It was a day and a half before the first impressions appeared. That lag was crucial as with each day that passed, high intent audience turned to low intent.

Lack of Segmentation

Equally important to the timing issue was the lack of insight around callers. The only data point the marketing team received was a phone number. They had no context as to who the person was associated with that number, what they did on the site leading up to the call, or what was talked about. No idea if it was a call with a hot prospect, or a service call from an existing customer who should be added to a suppression list.

That lack of insight meant they couldn’t effectively segment their audience, which resulted in generic messaging, lower conversion rates, and higher acquisition costs.

Facebook Retargeting with Call Intelligence: A Whole Different Story

Seeing that phone calls were such a huge piece of customer acquisition, Progrexion invested in Invoca’s Voice Marketing Cloud. Here are a few ways marketing changes when you have the rich data from phone calls plugged into your marketing engine.

Reach Your Audience While Intent is Still High

No more having to wait on other teams to get data on phone callers, and then hassle with manual list uploads every day. With Invoca’s native Facebook integration, call data is synced to Facebook automatically, in real-time. So you can retarget these high intent audiences immediately, while they’re fresh.

Using Call Data to Build Custom Audiences

It’s not just getting retargeting ads in front your audience sooner that gives you an advantage in Facebook retargeting. It’s the ability to set up customized rules based on hundreds of data points to automatically segment callers into audiences. Here are the types of data points Invoca gives you for every call:

  • Source of the call: What channel, what campaign, what keyword they searched, what page they called from, shopping cart IDs, custom ID’s, IVR keypresses…
  • Demographic details: First/last name, age range, gender, address, email, household income, home owner status, home value, occupation, education…
  • Spoken phrases: What products did they mention, what objections did they have, did they mention a competitor…
    Custom data points that you can define based on your business…

The Voice Marketing Cloud allows you to slice and dice these online and offline data points to create unique audiences. For example, here are two sample rule sets a bank could create to segment callers interested in a mortgage.

Putting These Segments into Action

The beauty of Invoca’s call data is not only the ability to segment your callers, but these segments automatically sync over to Facebook in real-time, where you can leverage them as custom audiences. Tailoring your retargeting message and tone for each of these unique audiences boosts conversion rates, which helps keep acquisition costs to a minimum.

More Data Points = Better Match Rates

With every additional data point you feed Facebook, you are rewarded with a bigger matched audience. So having detailed demographic data on every caller is hugely valuable.

Even though phone callers convert higher than online audiences, most marketers are ignoring this valuable channel. The Invoca Voice Marketing Cloud brings this gold mine of data into the digital marketer’s wheel house. For a deeper dive into retargeting offline callers through Facebook, check out Invoca’s on-demand webinar: How to Increase Facebook Advertising ROI with Call Intelligence.

Ari Echt

Posted by Ari Echt

Ari has a hybrid background spanning both digital marketing and traditional advertising. He is a Certified Marketo Expert, and long-ago Google Adwords Certified Professional. He spent the last 8 years doing digital marketing for SaaS companies. Prior to that, Ari spent 10 years as a copywriter for many of the Mad Men agencies (BBDO, McCann Erickson, Young & Rubicam), as well as some really cool boutique ad agencies including DGWB and Crispin Porter & Bogusky.