Invoca uses the Tactile Marketing Automation® (TMA®) solution from PFL to drive targeted customer engagement, achieve 175% of pipeline opportunity goal and deliver 33x ROI on campaign spend for Dreamforce 2015.
- Create approximately 20 opportunities in the sales pipeline
- Complete 30 meetings at Dreamforce with top priority accounts
- Deliver 10x ROI on campaign spend
- Helped create more than 35 new opportunities
- More than 50 meetings completed—166% of goal
- Delivered 33x ROI on campaign spend
Invoca, the leading call intelligence platform, was planning significant marketing outreach as they prepared for Dreamforce 2015. This well-known tech industry conference attracts more than 150,000 participants every year, and the Invoca team wanted to target their marketing efforts to key accounts.
As Julia Stead, Director of Demand Generation at Invoca said, “It’s easy to spend hundreds of thousands of dollars on Dreamforce marketing, but it’s hard to stand out above all the noise and see a good return on that spend.” Stead added “We wanted to be more targeted, cut through the noise surrounding the event, and get the best possible ROI.”
Because Invoca was moving to an ABM (account-based marketing) approach, Stead and her team wanted to reach specific individuals within their identified key accounts. Invoca used predictive analytics, modeling tools, sales rep feedback, and significant legwork to develop the contact list of their top prospect accounts.
They identified roughly 600 contacts as the primary targets for their Dreamforce pre-show outreach. Their goals: get at least 60 people to request one-hour meetings with them at Dreamforce, get at least 30 of those meetings completed, and help create at least 20 opportunities in their sales pipeline.
Invoca knew that a single communication channel would not be enough to reach their campaign goals. So they developed a true omni-channel outreach campaign that relied heavily on direct mail, with supporting email, display ads, and outbound calls. Each channel used the same call to action, and reinforced the message prospects were getting across the board.
Stead knew that the call to action was important. As she said, “Dreamforce is such a crowded, high energy conference that we knew we had to tailor our offer to stand out.” Their call to action was compelling: if a prospect scheduled a meeting, they would receive an Apple Watch at the meeting.
Just as important as the offer was its timing and making sure it got noticed. The campaign launched a month before Dreamforce, and everyone was confident that dimensional mail would be the lynchpin to campaign success.
Stead summed it up nicely:“This is one of the most successful campaigns we’ve ever done.”
That’s where Tactile Marketing Automation from PFL took over. Invoca used the solution to develop a customized package featuring their offer of the Apple Watch. With the dimensional mail fully integrated into their Marketo program, Invoca was able to manage fulfillment, shipping and tracking from a single interface.
Because of the amount of preparation and focus on Dreamforce, Stead knew that campaign success hinged on automation. Resources were tight, but TMA’s ease of use and centralization allowed Invoca to manage the entire direct mail component with a single person. This freed up more resources to focus on selling.
Another major benefit was the ability to track each piece at a very granular level: as it was created, shipped and delivered. With this visibility, sales reps were able to see package delivery in real time, and make prompt follow-up calls to their target contacts.
Stead summed it up nicely: “This is one of the most successful campaigns we’ve ever done.” In fact, the omni-channel, account-based approach shattered their campaign goals.
Invoca got more than 70 meeting requests, and completed more than 50 meetings with their target contacts. That’s a 71% face-to-face engagement rate. Invoca reps also received unsolicited positive feedback about the campaign as a whole, validating their omni-channel, account-based approach.
Pipeline influence was tremendous, and the campaign created more than 35 new pipeline opportunities – almost double their goal. And ROI, which is always a key performance indicator, came in at a huge 33x, with $33 of pipeline generated for every single dollar spent on marketing.
Stead remains an unabashed evangelist for TMA. “I can’t imagine my marketing automation mix without TMA. I have the creative control of working with an outside agency at a fraction of the cost.” Stead continues, “And the tight integration with Marketo and Salesforce has made it feasible and scalable to run the number of campaigns we want at a cost that works.”
Invoca is planning to build on the success of this Dreamforce campaign. Stead envisions a similar structure for their future marketing strategy, and is looking forward to driving more revenue with dimensional mail. She concluded, “TMA will be a central component of our account-based marketing moving forward.”
Invoca helps the modern marketer drive inbound calls and turn them into sales. Their platform delivers the inbound call intelligence required for marketers to optimize customer engagement and sales beyond the click. From attribution to intent, marketers gain a complete understanding of the customer’s journey across digital, mobile and offline touch points so they can optimize their marketing spend, drive quality inbound calls and deliver a better customer experience.