How one company used call intelligence to connect clicks to conversations

by Amber Tiffany, Sr. Content Marketing Manager, Invoca

Marketers love to throw around the term omnichannel, but if we’re being honest, don’t we really mean omniDIGITAL? How many of us are actually including offline interactions and data when we talk about omnichannel marketing?

Cvent is a company that understands the unique intersection online and offline interactions. As a leader in event management technology, they help companies plan in-person and virtual events with a suite of technology that helps with every stage, from planning and execution through follow-up. It’s a truly omnichannel approach that blends technology with human interaction.

Cvent Realized They Were Working With Digital Blinders On

Cvent was committed to measuring the performance of their marketing — after all, working with a big budget means keeping your eye on ROI. But while Cvent was busy tracking and optimizing every step of the digital journey, they were completely in the dark about the phone calls they were receiving. They were basically wearing digital blinders.

Brent Radcliffe, Senior Associate of Marketing and Analytics at Cvent explains, “We use 1-800 phone numbers in our marketing campaign and on our website, but it was nearly impossible to track who was calling and why.”

Phone Calls Are An Indispensable Point of Contact

In true omnichannel spirit, Cvent encourages their prospects to stay in contact, both online and over the phone, but the marketing team had no way of taking credit for these phone calls or the resulting revenue.

As marketers, we’re so used to dealing in digital that we forget that tons of valuable conversations happen over the phone. In the wake of mobile, phone calls have become increasingly prevalent. Emarketer flagged a spike in in-bound calls as one of its top predictions for 2016, a consequences of increasingly mobile use among consumers. In fact, BIA/Kelsey estimates that the number of calls to businesses is on the rise and is expected to reach 162 billion by 2019.

With no tools to measure the value of phone contact, Cvent was reduced to a digital-only view of their prospects that made it impossible to measure true campaign ROI, and in turn, make effective, data-backed decisions across the organization.

Cvent Turns to Call Intelligence to Get a Complete Picture of Marketing ROI

Cvent turned to call intelligence to track the clicks and calls that would ultiamtely give them the most complete picture of the return on their marketing spend.

For example, if a prospect does a Google search, clicks on an ad, browses Cvent’s website, and then, picks up the phone (as serious buyers often do) – Cvent captures the entire journey down to the keyword. By integrating the data they collect with their digital analytics and applying all of this to their lead scoring system Cvent gets a holistic view of the path to purchase.

With this kind of intelligence, Cvent knows exactly which keywords are driving their most valuable traffic, and they can easily spot areas that need improvement.

Improving the Overall Customer Experience

For Cvent, data isn’t only useful in measuring marketing success, they it’s also used to improve the customer experience. One challenge many companies face is properly staffing call centers and sales floors. This can result in irritated callers being put on hold, a terrible customer experience, that’s also for business. Cvent used call intelligence to analyze trends in caller behavior. By tracking times of peak call volume, they can optimize resources on their sales floor.

Cvent has also taken personalization up a notch by using call intelligence to flag their sales agents to callers coming in from major campaigns. Explaining why you’ve called isn’t just annoying, it’s opposite of what an omnichannel experience should be. With call intelligence, Cvent’s sales team answers the phone ready to discuss the specific offer or event that promoted the call.

The Cvent team uses call intelligence to make the most of their efforts across channels and even across departments. In doing so, they’re able to connect the dots across channels and devices like never before.

To learn more about call intelligence and how it can boost your paid search ROI download a copy of the eBook, Paid Search for the Mobile Era.

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