The Mission
Verizon is a global communications technology company delivering the promise of the digital world to millions of customers every day.
Verizon Business Group is the division of Verizon that manages business clients. It provides services like advanced communications, information technology, networking, data storage, managed security, and professional consulting. The division's network and services are available in more than 150 countries and it has employees in 75 countries. Verizon Business Group works with many of the companies listed in the Fortune 500.
To improve the buying journey, Verizon Business Group was looking for a conversation intelligence solution. This would allow them to track and optimise the full digital-to-call experience.
The Challenge
Verizon Business Group sells to businesses of all sises. These purchases often have many different teams and stakeholders involved. The buyer journey is complex and it can take dosens of marketing touches and multiple calls to sales agents to close a sale.
Verizon uses a mix of advertising channels, including paid search, display, email, social, and more. From 2019 to 2021, Verizon’s digital channels drove a substantial increase in inbound phone calls. However, Verizon had a data gap for these phone calls and was unable to tie them to the ads that drove them. It also had no way to tell how many of these calls were from high-intent buyers.
Verizon needed a solution to tie together the full end-to-end buying journey — including phone calls. This would help them allocate more budget to the campaigns driving high-intent calls and optimise the buying journey to create a seamless end-to-end experience.
“Before using Invoca, we were missing attribution from an important piece of the customer journey: phone calls. This blind spot was making it hard to optimise our marketing campaigns and improve customer experiences,” said Kellyanne Perez-Vera, Marketing Activations Manager at Verizon.
Before using Invoca, we were missing attribution from an important piece of the customer journey: phone calls. This blind spot was making it hard to optimise our marketing campaigns and improve customer experiences.
Kellyanne Perez-Vera, Marketing Activations Manager at Verizon
The Resolution
Getting call attribution on marketing campaigns
Verizon Business Group launched Invoca conversation intelligence across all four of its business units: wireless, wireline, enterprise, and the public sector. The marketing team places Invoca tracking phone numbers in the campaigns they run across their marketing channels, including paid search, display, email, social, and more.
With Invoca, Verizon can understand not just the quantity of calls their marketing campaigns drive, but the quality as well. For example, they can track how many calls are from high-intent or repeat callers. This allows them to allocate more budget to the campaigns that are truly driving the most value. They can also cut wasted spend on campaigns that are driving non-sales related calls.
“Invoca shows us exactly how much value each marketing campaign is driving, both online and over the phone,” said Perez-Vera. “We can then double down on what’s working and cut what’s not. This has helped us increase our ROI, and prove our results.”
The Verizon team uses Invoca’s dashboards to build call tracking reports. They also integrate Invoca data with Google Ads and Search Ads 360 so they can use it to inform their bidding strategy.
Invoca shows us exactly how much value each marketing campaign is driving, both online and over the phone. We can then double down on what’s working and cut what’s not. This has helped us increase our ROI, and prove our results.
Kellyanne Perez-Vera, Marketing Activations Manager at Verizon
Creating seamless end-to-end experiences
During the buying journey, Verizon’s prospects engage with many different advertising campaigns. In addition, they often place multiple phone calls. Before using Invoca, Verizon wasn’t able to connect its marketing touchpoints to the phone calls they drove.
“Invoca has helped us bridge the digital experience together with what was happening on phone calls,” said Perez-Vera. “We can now see the full end-to-end customer journey, and make the right changes to improve it.”
With Invoca, Verizon can better understand each prospect’s purchasing intent. For example, if a prospect places a call from a marketing email about special pricing, Verizon knows that they’re interested in this promotion. Verizon can then target them with additional ads that relate to that program to convert them.
Additionally, Invoca has helped Verizon find inefficiencies in the buying journey. Invoca uncovered that many of Verizon’s business customers were starting their journey on the consumer side of the website. They then placed a call to get transferred to a business sales representative. This has been a valuable insight for the Verizon team, and they’re working on ways to create a more intuitive experience for their business customers.
Verizon also integrates Invoca data with Google Analytics and Adobe Experience Cloud to track the number of high-quality phone calls each page drives. This allows them to determine if certain conversion paths aren’t working efficiently. For example, Verizon can see which online conversion forms prospects are abandoning to place phone calls, instead. They can then update their landing pages to give customers more information, so they can convert online if they choose.
Invoca has helped us bridge the digital experience together with what was happening on phone calls. We can now see the full end-to-end customer journey, and make the right changes to improve it.
Kellyanne Perez-Vera, Marketing Activations Manager at Verizon
The Results
- Gained visibility into ad channel performance and caller intent
- Increased ROI from digital advertising campaigns
- Created seamless end-to-end buying experiences
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