September 15, 2015
Company connects calls to the customer journey with Invoca for Salesforce integration
SANTA BARBARA, CALIF., September 15, 2015 — Invoca, the call intelligence company, announced that Brady Corporation (NYSE:BRC), an international leader in identification solutions and specialty materials, successfully incorporated call intelligence, using Invoca’s Call Intelligence Platform, into its omni-channel marketing strategy. By using call intelligence to attribute, identify and optimize phone calls, Brady increased its marketing ROI by 40 percent.
“Phone calls are one of our best sources of revenue, but attributing that revenue to the right marketing channel was the challenge,” said Ujjwal Bhattarai, senior digital marketing technologist at Brady, which drove more than $1 billion in sales in 2014. “With call intelligence, we not only have a complete picture of the customer journey, but we are able to integrate this data into Salesforce. As a result, we are driving more phone calls that turn into high-value sales.”
Mobile search is driving more calls
The shift to mobile devices is driving more phone calls to Brady than ever. According to Google, 70 percent of mobile searchers call a business directly from search results, and as more searches take place on mobile devices than on computers, calls to businesses will only continue to increase. Brady is experiencing this first hand. Over the past six months, Brady increased its mobile web traffic by 202 percent and mobile call volume by 56 percent. In July alone, more than 28 percent of all calls came from mobile devices. Understanding mobile trends and the volume of calls coming from mobile devices helped Brady build a digital marketing strategy to drive more of these valuable calls.
Like many B2B companies, Brady conducts a significant amount of business over the phone with customers who prefer to complete their transaction with a sales agent rather than online. Brady found that phone calls are ten times more likely to convert to revenue than website leads. With so much revenue coming from phone calls, Brady needed a way to determine which marketing campaigns were driving these high-converting phone calls. This would not only give Brady a complete picture of its ROI (online and offline conversions), but also enable them to optimize the marketing campaigns that were driving inbound calls.
Brady increases ROI with call intelligence
By using call intelligence, Brady discovered that paid search was driving three times more revenue than the company originally calculated when it tracked online transactions alone. Brady was also able to identify how many calls were coming from different campaigns, including email, mobile and paid campaigns. The company also identified a more than 40 percent increase in the ROI of its paid search efforts and determined that calls attributed up to 33 percent of total revenue for certain brands inside the company’s portfolio.
After achieving great results with Invoca, Brady decided to also use call intelligence for its retargeting campaigns. By using Invoca’s integration with Salesforce, Brady can automatically create a new lead contact for each call that did not result in a sale. Then, Brady’s marketing team retargets these leads through Google AdWords and with outbound telemarketing campaigns. Brady found retargeting phone leads is a more effective use of paid search dollars and helps re-engage and close more sales.
“Sophisticated marketers understand that live customer conversations are a critical part of the path to purchase, and that phone calls need to be measured and automated just like every other digital interaction,” said Kyle Christensen, vice president of marketing at Invoca. “Brady is a great example of how call intelligence can be integrated into a marketer’s existing technology stack to quickly deliver insights and data that result in real, measurable results.”
Invoca helps the modern marketer optimize for the most important step in the customer journey: the phone call. With Invoca’s Call Intelligence platform, marketers can get granular campaign attribution to understand why customers are calling, gain real-time intelligence about who’s calling and analyze what’s being said in conversations. Marketers can put this data to work directly in the platform by automating the ideal customer experience before, during and after each call. With an ecosystem of over 30 technology partners, marketers can inject call intelligence into their existing technology stack, giving them the ability to orchestrate a true omnichannel customer journey. Invoca is backed by Accel Partners, Upfront Ventures, Rincon Venture Partners, and Salesforce. For more information, please visit www.invoca.com.
About Brady Corporation
Brady Corporation is an international manufacturer and marketer of complete solutions that identify and protect premises, products and people. Brady’s products help customers increase safety, security, productivity and performance and include high-performance labels, signs, safety devices, printing systems and software. Founded in 1914, the company has a diverse customer base in electronics, telecommunications, manufacturing, electrical, construction, aerospace, medical and a variety of other industries. Brady is headquartered in Milwaukee, Wisconsin and as of August 1, 2014, employed approximately 6,400 people in its worldwide businesses. Brady’s fiscal 2014 sales were approximately $1.23 billion. Brady stock trades on the New York Stock Exchange under the symbol BRC. More information is available on the Internet at www.bradycorp.com.