Marketers Need to Defend their Spend in the New Economy
A recession might be on the horizon, but marketers are already feeling the pressure on their budgets today. While budgets will likely stay flat or get cut, you’ll still be expected to perform like nothing has changed. More likely, every dollar you spend will be under scrutiny and you’ll be expected to do more with less. To achieve results in this difficult landscape, marketers need full visibility of their campaign performance to defend their spend and increase returns on every cent spent.
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5 Reasons Why Ignoring Phone Conversions Harms Marketing ROI
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.
But Performance
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
Source: Integrate Marketing Budget Report, 2022
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5 Reasons Why Ignoring Phone Call Conversions Harms Marketing ROI
When your budget is under scrutiny, every conversion counts. However, many marketing teams overlook conversions from a key channel: phone calls. Too often, phone calls represent a data dead zone, where the attribution trail runs cold.
In this section, we’ll share the top 5 reasons why ignoring phone call conversions is harming your marketing ROI — and how you can solve this all-too-common problem with conversation intelligence.
Phone calls are make-or-break moments in the customer journey — they’re where your customers reach out to make purchases, schedule appointments, get questions answered, and forge authentic human connections. Customers who call tend to be further along in their journey and they often spend more than online buyers.
Phone Calls Are Often Your Most Valuable Conversions
You’re a data-driven marketer — you wouldn’t guess about your click-through rate, or your website conversions. So why are you guessing about how many phone call conversions your campaigns drive?
When you guess about your phone call conversions, you hamper your ability to make optimization decisions. For example, you may believe a campaign is underperforming when it shows a low web conversion rate, but perhaps it’s driving more phone call conversions — and higher value orders — than your other campaigns. You could be turning off your highest-value campaigns without even knowing it!
Guessing Isn’t Good Enough — Inaccurate Conversion Data Drives Poor Optimization Decisions
We’ve all had an experience where, after we purchased a product from a brand, we still got bombarded with ads for it across the internet and on our social feeds. Bad retargeting isn’t just annoying — it’s a waste of marketing dollars.
With conversation intelligence, you can avoid this mistake. Invoca doesn’t just track calls — it tracks the outcome of the conversations. This way, if a caller purchases a product or service over the phone, you can suppress them from seeing future ads for it. And if they show intent but don’t buy, you can retarget them more precisely and get them in your nurture campaigns.
As a result, you reduce wasted budget and create better customer experiences.
You May Be Wasting Ad Spend — and Not Even Know It
Today, every dollar is on the table to be cut. If you’re not accounting for all of the value you’re driving — including phone call conversions — you’re vulnerable. Defend your spend with results so amazing they’re nearly unbelievable, with the data that makes them undeniable. You may even be able to make the case for growing your budget, while you’re at it.
Tracking Call Conversions Helps You Defend Your Spend and Make a Compelling Case for More Budget
The best time to pull ahead is when others pull back. Invoca provides a competitive advantage to your organization—know your budget is driving increased performance, while others struggle to keep the lights on.
When You Optimize for Call Conversions, You Can Boost Your ROAS up to 500%
of consumers called a business while making a high-stakes purchase in 2022
68%
Phone calls convert to revenue
than web leads
10-15x more
than web lead retention rate
28% higher
Caller retention rate is
82% two-year decrease
in cost-per-acquisition from Google paid search
18% lift
in net revenue from paid search campaigns
2x increase
in volume of
qualified leads
60% increase
in conversion rate
15x lift
in conversions
500% lift
in ROAS
20%
reduction in CPA
60%
reduction in
click-to-call CPA
$3 million+
in cost savings
20%
increase in
conversion rate
Over 30%
rise in the number
of booked calls
Over 20%
boost in call
conversion rate
Over 10%
increase in bookings — with no incremental spend
No increase
in cost-per-lead
33% increase
in leads from paid search
2x increase
in close rate at the contact center
30% increase
in ROAS from digital marketing and affiliate programs
50% increase
in order volume from non-branded paid search keywords
50% increase
in total revenue from non-branded paid search keywords
80% reduction
in wasted ad spend
20% increase
in sales inquiries from paid search
50% increase
in phone sales conversions from paid search
59% increase
in annual call volume from Google Ads
14% increase
in conversion rates from job applicant calls
50% lower
overall cost-per-call
“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.”
Senior Manager of Search Engine Marketing at Rogers Communications
Charlie Farrell
Marketers Need to Defend their
Spend in the New Economy
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Escape the Data Dead Zone by
Tracking Phone Call Conversions
Below are some of the incredible results leading companies have achieved with Invoca. Select a logo to learn more:
Escape the Data
Dead Zone 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 generate more revenue with less budget.
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5 Reasons Why Ignoring Phone Conversions Harms Marketing ROI
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