In 2016, BoomTown evaluated its marketing and sales practices and realized that calls from prospective clients converted into customers at a higher rate than online inquires, and thus generated more revenue. While many prospects discover BoomTown through digital channels, a conversation with a sales representative is often necessary to convey the nuances of BoomTown's product features and benefits. Further, real estate professionals are frequently in the field visiting properties and meeting with clients. The unpredictability of their schedules and mobile nature of their work means they are more likely to call for information than fill out a web form or send an email.
Social media drives the initial digital engagements with BoomTown's prospective clients, but with the goal to drive a lift in call volume, to increase purchases. With Invoca for Facebook, BoomTown was able to attribute phone calls to Facebook ads, and gain other valuable insights to drive higher quality leads. For every call, BoomTown could see who was calling and what happened on the call, to better optimize their ad spend for quality. In a single quarter after adopting Invoca for Facebook, BoomTown gained a 63 percent lift in call volume and 35 percent increase in sales from call-generated leads.
"The ability to connect our offline and online channels so seamlessly has been a game changer because even though calls dominate our sales pipeline, we have a strong digital presence," said Brock Ward, digital marketing manager at BoomTown. "We rely on Facebook advertising to build our brand presence and educate our audience through video, with the goal to get them on the phone. We saw a large increase in total call volume when we shifted our strategy to urge prospects to call first, rather than complete a form."
"In high-touch industries like B2B software, calls are critical to the customer's path to purchase. As marketers invest substantially in social media channels like Facebook, it's imperative they are able to get complete attribution and actionable insights to optimize ad spend for offline conversions," said Julia Stead, vice president of marketing at Invoca. "With Invoca for Facebook, companies like BoomTown are now able to bridge that online to offline customer journey, and drive more calls, revenue and higher ROI."
Invoca helps the modern marketer optimize for the most important step in the customer journey: the phone call. With Invoca's Voice Marketing Cloud, marketers can get granular campaign attribution to understand why customers are calling, gain real-time intelligence about who's calling and analyze what's being said in conversations. Marketers can put this data to work directly in the Voice Marketing Cloud by automating the ideal customer experience before, during and after each call. With an ecosystem of over 30 technology partners, marketers can inject call intelligence into their existing technology stack, giving them the ability to orchestrate a true omnichannel customer journey. Invoca is backed by Morgan Stanley Alternative Investment Partners, Accel Partners, Upfront Ventures, Rincon Venture Partners, Salesforce Ventures, and Stepstone.