Invoca insurance webinar sept 18 2014
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Call with basic information request How Successful Insurance Marketers are Leveraging Call Intelligence Panelists: Anna Jefferis Director, Strategic Development, Invoca Mike Stahl SVP Direct to Consumer, HealthMarkets Sarah Wernik Sr. Customer Success Manager, Invoca
description
The emergence of mobile has led marketers to spend large sums of money to reach audiences where they are. However, it's time for marketers to rethink mobile, it's more than a miniature computer, it's a communications device. Customers still want to call for insurance, and unless you're tracking those valuable inbound phone calls, you're missing a large piece of the customer journey.
Transcript of Invoca insurance webinar sept 18 2014
Call with basic information request
How Successful Insurance Marketers are Leveraging Call IntelligencePanelists:
Anna JefferisDirector, Strategic Development, Invoca
Mike StahlSVP Direct to Consumer, HealthMarkets
Sarah WernikSr. Customer Success Manager, Invoca
Today’s Agenda
Call with basic information request
1. Speaker Introductions
2. Insurance marketing in a mobile world
3. Solving for mobile and cross-channel attribution with call intelligence
4. Real-life case studies
Tweet your questions and comments to @Invoca #insurancecalls
Meet the Panelists
• Has been with Invoca for over 3 years, and is currently Director, Strategy Development
• A key partner to many of Invoca’s Insurance carriers and agencies
• An avid equestrian and long distance runner
Anna JefferisDirector Strategic
Development, Invoca
CONFIDENTIAL 3
@Invoca #insurancecalls
Meet the Panelists
• Has been in the Insurance industry for over 10 years
• Joined HealthMarkets 2 years ago, after previous VP-level positions at Kemper and Travelers
• Proud dad to two adorable boys
Mike StahlSVP Direct to Consumer,
HealthMarkets
CONFIDENTIAL 4
@Invoca #insurancecalls
Meet the Panelists
Sarah WernikSr. Customer Success
Manager, Invoca
CONFIDENTIAL 5
• Has over 5 years experience in the performance marketing industry
• Recently moved from Boston, MA to Santa Barbara, CA to escape the winter!
• Loves hiking, swimming and running
@Invoca #insurancecalls
Insurance Marketing in a Mobile World
CONFIDENTIAL
7
Internet Advertising:$121 Billion
(Global)
Insurance:
$1.04 Trillion(US Only)
Marketing to Insurance customers isn’t cheap.
It’s costing TRILLIONS.
@Invoca #insurancecalls
#1 Most Expensive Google
Keyword:
Insurance
$54.91
@Invoca #insurancecalls
Mobile Is Now the Default Platform for both Consumer and Business Interactions.
51% of Emails are Opened on Mobile
SEARCH
Mobile Search to Overtake Desktop
Search in 2015
ADS
Mobile Ad Spend Growing at 3x Non-Mobile Digital Spend
SOCIAL
100% of Facebook’s
Revenue Growth is Coming from
Mobile@Invoca #insurancecalls
It’s Not That the Path to Purchase Has Migrated to the Smartphone.It’s That It Has Evolved Entirely.
90% of consumers begin a search process on one device and complete it on another…and that device is typically a smartphone
61% of consumers who search on a mobile device make a call as a result of that search.
AwarenessResearch
EngagementConsideration
Google Mobile Playbook, 2013 @Invoca #insurancecalls
40% of Insurance conversions happen over
the phone.
@Invoca #insurancecalls Source: The Mobile Path to Purchase, Insurance Edition
The Challenge: Mobile and Cross-Channel
Attribution
The digital “path to purchase” on smartphones converts at just
of the rate of traditional desktop
or tablet devices.
25 - 33%
Not just a “small computer.”
Copying and Pasting the Desktop Experience to the Mobile Device Is a Path to Failure.
@Invoca #insurancecalls
of mobile users have clicked to call a business from search.
of insurance buyers convert over the phone.
70%
40%
This is also a phone.
Successful Marketers Recognize that This is More than a Computer, It’s a Communications Device.
@Invoca #insurancecalls
Challenge: Digital Marketing Platforms Don’t Speak “Phone.”
John Clicks Search Offer
Send John Personalized
Target John with Display
Ad
Target John with
Social Offer
Show John Personalized
Web Content
7% Clicked 12% Clicked
2% Clicked
28% Clicked
15% Clicked
Lead Tracked & Scored.
Challenge: Digital Marketing Platforms Don’t Speak “Phone.”
Lead Unknown.
When the “path to purchase” moves from online to offline, digital marketing platforms consistently deliver a very expensive false negative.
false negative
Consumers
CarriersBrokers/Agents
Agencies
Insurance Marketers Have a Complex Channel Strategy
Inbound Calls
Transferred
Calls
The Solution: Call Intelligence
Call Intelligence Bridges the Gap in a Multi-Device Path to Purchase.
Invoca code snippet placed on any digital asset. Session-based Invoca phone numbers dynamically populate in real-time.
Customer clicks to call or dials number. Phone call passes through Invoca’s communication platform.
1
2
3As the call comes in, Invoca knows the precise sourcethat rendered the
number and can provide attribution.
What partners are driving the most calls to my business?
Analytics Tie Calls to Revenue, Helping Drive More of the Inbound Calls that Matter.
What keywords are driving calls that convert to revenue?
What channels are driving my most valuable calls?
What campaigns are driving calls that don’t convert?
Inbound Call Marketing Automation:Determines the Caller Profile, Score, and Route in Real-Time
Identify caller.
Score profile.Route call.
… in milliseconds.
Profile:Existing Customer
Profile:Qualified Shopper
Profile:Unqualified Shopper
(out of state)
3 different callers arrive at an insurance advertisement.
When callers dial the Invoca number, they are profiled in milliseconds
CLAIMS
SALES
RE-SELLLEAD
Existing customers can be routed to the claims department.
Initially qualified leads can be routed to a national call center or local office.
Unqualified leads can be re-sold and re-routed in real-time with lead syndication.
Invoca Gives Carriers Visibility into Campaign Performance & ROI
Which campaigns are driving real revenue for my business?
CARRIER VIEW
Campaigns
Agencies Can Easily Track Performance and ROI Across Publishers
Which publishers are driving the highest converting phone calls for my clients?
AGENCY VIEW
Publishers
The Proof:Case Study
Winning New Customers in the Wake of Healthcare Reform
The Opportunity
Wanted to expand capitalize on the influx of new potential customers thanks to healthcare reform.
Needed new ways to scale up volume of lead generation
Needed full attribution for multi-channel campaigns
@Invoca #insurancecalls
Used Invoca’s call tracking and analytics to calculate ROI from marketing campaigns, calls, appointments and enrollments
10X increase in daily appointments set
20-25% conversion rates
The Results – Internal marketing
Web Form Inbound Call0%
5%
10%
15%
20%
25%
30%
Conversion Rate
@Invoca #insurancecalls
Expanded distribution by launching call-based marketing programs with new channels and media partners
Full transparency and scalability with media partners
20% Exceeded sales projections by 20%
50% Decreasing cost per lead by half
The Results – External marketing
@Invoca #insurancecalls
Questions?
@Invoca #insurancecalls
Call us: 855-549-0041
Email: [email protected]
See a demo: www.invoca.com/demo
