Dive Brief:
- Invoca, a call intelligence firm, released Invoca for Saleforce Marketing Cloud -- a tool that allows marketers to include phone calls as an addition to omnichannel customer journey campaigns and tracking.
- Invoca VP of Marketing, Kyle Christensen, told Marketing Dive one use of the tool is connecting phone calls driven by email sends to the overall campaign.
- Christensen pointed out that calls resulting from digital marketing messaging convert at ten times the rate of clicks and are "also some of the most personal interactions a brand can have with a customer."
Dive Insight:
Although technology that ties phone calls to digital marketing campaigns has been available for several years, Invoca’s new tool gives users of the Salesforce Marketing Cloud that capability.
The tool works by generating unique, dynamic phone numbers for every opened email, bringing calls generated into other email metrics such as opens and clicks and making those calls as easily trackable as those metrics. Christensen added that marketers will also get insights into what happened during the calls, such as the topic of conversation and whether or not a purchase happened during the call.
He explained, “[Marketers] can use those insights to improve segmentation, personalization and the overall customer journey. The result is a customer experience that’s one-to-one and personalized based on their unique interactions with the brand, as well as a marketing program that finally gets credit for the purchases it’s driving over the phone.”
There has been much conversation lately about the breaking down of silos between marketing departments, and this tool is another example of how data and technology are helping bring this about.