5 Tips to Defend Your Marketing Spend
Marketing Budgets Are Under Attack
See How You Can Defend Your Marketing Spend
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In a recent study, three-quarters of respondents said their 2023 marketing budgets will face increased scrutiny due to the looming recession. In times like these, it takes a hero to stand tall and defend marketing spend from economic pressures. Are you up for the challenge?
In this infographic, we’ll share how call tracking technology can help you protect your budget in these turbulent times. Just remember: with great power comes great responsibility.
5 Ways to Defend Your Marketing Spend
Ad spend could slow significantly in 2023 due to economic headwinds — most marketers expect flat or reduced budgets.
Marketers Expect Flat or Lower Budgets in 2023
Though marketers will operate on flat or reduced budgets, leadership will not reduce their expectations. Marketers will be expected to do more with less to drive results.
Expectations Won’t Dip
33% – Same as 2022
33% – Slightly higher
18% – Slightly lower
9% – Significantly higher
7% – Significantly lower
50% – We are expected to achieve more
29% – We are expected to achieve the same
21% – We are expected to achieve less
Source: Integrate Marketing Budget Report, 2022
Are you ready to answer the call to defend your marketing spend? You’ll need to be faster than a speeding bullet, more powerful than a locomotive, and able to analyze conversation data in a single bound.
In this section, we’ll share 5 ways conversation intelligence can help you protect your marketing spend — and make the case for more budget, while you’re at it.
You’re a data-driven marketer and you wouldn’t dream of guessing about your click-through rate and making decisions based on those assumptions. So why are you doing that for phone call conversions? In many industries, 25-50% of conversions happen over the phone — when the stakes are that high, you can’t afford to make assumptions.
How do you escape the data dead zone for phone call conversions? You can use a call tracking solution like Invoca, which automatically analyzes all of the calls that your marketing drives, determines the outcomes, and streams the data across your martech platforms.
Stop Guessing About Phone Call Conversions
Personalization is key to driving marketing results — according to McKinsey, 76% of consumers say they're more likely to purchase from brands that provide personalized experiences. With conversation intelligence, you can capture first-party data from phone conversations to enable laser-focused personalization and retargeting.
For example, you can pinpoint leads who called, showed intent, and didn’t convert so you can add them to your nurture stream or retarget them with tempting promotions. You can also suppress retargeting to customers who already converted on the phone so you can use that budget to drive new customer acquisition.
Enable Laser-Focused Ad Targeting
Automation is the secret weapon that can help you take your marketing results to new heights. According to a recent study, 77% of marketing automation users achieve an increase in the number of conversions they drive.
Using call tracking, you can reap the benefits of automation in new ways. For example, you can feed phone call conversion data to Google Ads to inform its Smart Bidding algorithm. Smart Bidding will weigh the value of your phone call conversions in its bidding strategy, and automatically drive more return for every dollar you spend.
Take Campaigns to New Heights with Automation
It’s one thing to be able to prove that your marketing is driving conversions over the phone, but it’s a whole different ball game when you can tie those conversions to the revenue they generate. Nothing does a better job of proving your value to leadership than showing them the money!
By integrating Invoca with your CRM, you can match every call conversion to the revenue that it drives. This enables you to accurately measure and report your ROAS and prove the value of your team's work.
Bridge the Gap Between Marketing Campaigns and Revenue
Marketers from Leading Companies Defend Their Spend with Invoca
When you know what’s driving conversions over the phone, you can make data-based decisions on where to put your money. For example, you can target more cost-effective keywords and ad placements and make sure that your campaigns aren’t driving calls that don’t result in sales.
When you use call tracking data, you can double down on what’s working, cut what’s not, and make sure every dollar is driving results for your team.
Make Every Gadget in Your Utility Belt Count
Senior Manager of Search Engine Marketing at Rogers Communications
“The results with Invoca’s
Google Ads integration have been phenomenal, to say the least. The benefits are constantly compounding with such minimal lift for the returns. I’ve never had a product where I spend more time selling people on the results than doing the work to get it going.”
in order volume from non-branded paid search keywords
in total revenue from non-branded paid search keywords
in wasted ad spend
in close rate at the contact center
in ROAS from digital marketing and affiliate programs
in conversion rates from job applicant calls
in annual call volume from Google Ads
in phone sales conversions from paid search
in sales inquiries from paid search
in leads from paid search
rise in the number
of booked calls
boost in call
increase in bookings — with no incremental spend
reduction in CPA
in cost savings
in conversion rate
in volume of
in net revenue from paid search campaigns
82% two-year decrease
in cost-per-acquisition from Google paid search
Below are some of the superhuman results leading companies have achieved with Invoca. Select a logo to learn more:
Marketers at leading organizations know that they need the right data to defend their budgets and prove the value of every conversion they drive. That’s why they use Invoca conversation intelligence.
Prove the Full Impact of Your Marketing by Tracking Phone Call Conversions
With Invoca conversation intelligence, you can escape the data dead zone and track the phone call conversions your marketing efforts drive. This will help you prove — and improve — your marketing results, so you can defend your spend to your leadership team.
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