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.

1. How Successful Insurance
Marketers are Leveraging Call
Intelligence
Call with basic
information request
Panelists:
Anna Jefferis
Director, Strategic Development,
Invoca
Mike Stahl
SVP Direct to Consumer,
HealthMarkets
Sarah Wernik
Sr. Customer Success Manager, Invoca

2. Today’s Agenda
1. Speaker Introductions
2. Insurance Call with basic
marketing in a mobile world
information request
3. Solving for mobile and cross-channel attribution with
call intelligence
4. Real-life case studies
Tweet your questions and comments to
@Invoca #insurancecalls

3. 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 Jefferis
Director Strategic
Development, Invoca
CONFIDENTIAL
3
@Invoca #insurancecalls

4. 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 Stahl
SVP Direct to
Consumer,
HealthMarkets
CONFIDENTIAL
4
@Invoca #insurancecalls

5. Meet the Panelists
Sarah Wernik
Sr. 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

6. Insurance Marketing
in a Mobile World

7. 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

8. #1 Most Expensive
Google Keyword:
Insurance
$54.91
@Invoca #insurancecalls

9. Mobile Is Now the Default Platform for both Consumer and
Business Interactions.
EMAIL
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

10. 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.
Awareness
Research
Engagement
Consideration
Google Mobile Playbook, 2013
@Invoca #insurancecalls

11. 40% of Insurance
conversions happen over
the phone.
@Invoca #insurancecalls Source: The Mobile Path to Purchase, Insurance Edition

12. The Challenge: Mobile
and Cross-Channel
Attribution

13. Copying and Pasting the Desktop Experience to the Mobile Device Is
a Path to Failure.
Not just a “small computer.”
The digital “path to purchase”
on smartphones converts at
just
25 - 33%
of the rate of
traditional desktop or
tablet devices.
@Invoca #insurancecalls

14. Successful Marketers Recognize that This is More than a Computer,
It’s a Communications Device.
This is also a phone.
of mobile users have
clicked to call a business
from search.
of insurance buyers
convert over the phone.
70%
40%
@Invoca #insurancecalls

15. Challenge: Digital Marketing Platforms Don’t Speak “Phone.”
John Clicks
Search Offer
Send John
Personalized
Email
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.

16. 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

17. Insurance Marketers Have a Complex Channel Strategy
Consumers
Carriers
Brokers/
Agents
Agencies
Inbound
Calls
Transferred
Calls

18. The Solution: Call
Intelligence

19. 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
3
As the call comes in, Invoca
knows the precise source
that rendered the
number and can
provide attribution.

20. 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?
What partners are driving the
most calls to my business?

21. Inbound Call Marketing Automation:
Determines the Caller Profile, Score, and Route in Real-Time
… in milliseconds.

22. 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
Existing customers can
be routed to the claims
department.
SALES
Initially qualified leads
can be routed to a
national call center or
local office.
RE-SELL
LEAD
Unqualified leads can be
re-sold and re-routed in
real-time with lead
syndication.

23. Invoca Gives Carriers Visibility into Campaign Performance &
ROI
Which campaigns are driving real revenue for my
business?
CARRIER VIEW
Campaigns

24. Agencies Can Easily Track Performance and ROI Across Publishers
Which publishers are driving the highest
converting phone calls for my clients?
AGENCY VIEW
Publishers

25. The Proof:
Case Study

26. 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

27. The Results – Internal marketing
 Used Invoca’s call tracking and analytics to calculate ROI from marketing campaigns,
calls, appointments and enrollments
10Xincrease in daily appointments set
20-25% conversion rates
30%
25%
20%
15%
10%
5%
0%
Conversion Rate
Web Form Inbound Call
@Invoca #insurancecalls

28. The Results – External marketing
 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
@Invoca #insurancecalls

29. Questions?
@Invoca #insurancecalls
Call us: 855-549-0041
Email: sales@invoca.com
See a demo: www.invoca.com/demo