Invoca Launches to Unlock the Power of the Phone for Successful Marketing to the Mobile Generation
October 10, 2013
Senior Salesforce.com Executive Brett Queener Joins Board of Directors
Oct. 10, 2013, Santa Barbara, Calif. – Invoca, a breakthrough new model for inbound call marketing, today announced its launch, filling a major gap in the marketing technology and automation space. Invoca’s cloud-based software and telephony network enables all marketers to easily maximize, optimize and integrate phone calls more effectively into the digital marketing mix. Invoca has also announced the addition of Brett Queener, Executive Vice President at Salesforce.com, to its board of directors.
RingRevenue Rebrands as Invoca, Focuses its Business on Serving Internal Marketing Departments
Optimizing the power of the call channel for businesses represents a $10 billion market opportunity. Mobile continues to be the fastest growing marketing channel as mobile devices have become the preferred form factor for individuals’ personal and professional pursuits. Mobile search is experiencing year-over-year growth rates that far outstrip growth in desktop search. However, the global digital advertising industry is on pace to waste up to $9.5 billion in advertising in 2013 due to unqualified clicks, according to SolveMedia.
In contrast, a 2012 BIA Kelsey Group study found that consumers are 10 times more likely to make a purchase if they pick up the phone than if they simply click a link . When marketers consider that 61 percent of mobile searches result in a phone call (Google), and 52 percent of all mobile ads result in a phone call (xAd), it becomes clear that phone calls deliver significant sales ROI, more so than mobile clicks.
Yet companies rarely effectively leverage the call channel in their digital strategy. While marketing has been optimized for web, search, social, email and other digital channels, the call channel has largely been treated as a burdensome necessity. Ignoring the fact that the highest-value leads come from inbound calls, Invoca reverses these notions and optimizes the call channel to generate more high quality, lower cost leads for a wider base of marketers.
“Invoca delivers insight, power and simplicity for multichannel marketers living in a mobile world. CMOs have found themselves drastically underserved when it comes to marketing technologies that manage inbound calls – arguably the highest intent buying action. Our mission with Invoca is to transform marketing through reimagining and realizing the untapped potential of the call channel. We are proud to have built an innovative, high-performance technology that simplifies inbound call marketing automation and drives more revenue for brands,” said Jason Spievak, CEO, Invoca.
Invoca’s inbound call marketing software leverages the power of talk to generate better leads, higher conversion, smarter spends and greater revenue for marketing and sales. Using Invoca, marketers can publish unique phone numbers in the content that their customers tap into, closing the loop between the digital experience and the inbound call. This seamless workflow gives the insights, attribution, scoring and routing capabilities that digital marketers have come to expect, in the call channel where they have least expected it but most needed it. Marketers can set up laser-focused campaigns in minutes and optimize every part of an inbound call campaign, from ad placement to sales routing, and analysis.
Invoca’s in-depth analytics make customers’ preferences and choices visible in real-time to help quickly identify which messages and media channels are the most valuable. This enables marketers to effectively place their “calls to action” with the publishers that are generating the highest quality leads. By leveraging data from call-based marketing efforts, marketers can refine communications, reach previously unavailable customers and effectively spend budget where their customers live – effectively optimizing their entire multi-channel marketing strategy.
Invoca Builds Momentum with Key Customer Wins, Integrations and Revenue Growth
Invoca seeks to serve industries where live conversations are critical to selling complex or costly products and services, such as insurance, high tech, financial services, home services, and higher education. The company counts several Fortune 1000 and Inc. 500 companies among its client base, including OpenTable and Answer Financial. Additionally, Invoca will continue to maintain and grow its leadership position with performance networks and publishers in tandem with the new market direction.
Exiting its pilot stage, Invoca has experienced 650 percent revenue growth in the past two years and anticipates a $100 million revenue run rate by the close of 2015. The Company currently serves 60,000 marketing users every week.
Building on recent partnerships and integrations with Marketo, HubSpot, Tealium, Cake, Netsuite and many others, Invoca’s solutions will integrate even more broadly with comprehensive systems in the enterprise marketer’s arsenal, including Salesforce.com, in the weeks and months to come. The Company holds a portfolio of patents for its call marketing technology.
Salesforce.com Senior Executive Brett Queener Joins Invoca Board of Directors, His First Board Acceptance
Queener joins Invoca’s board to tap this market opportunity and guide the Company’s new foray into the enterprise marketing space. Brett Queener is an Executive Vice President and member of the Executive Committee at salesforce.com. Since joining Salesforce.com in 2003, he has served in a variety of leadership roles across Sales, R&D and Operations – all focused on driving meteoric growth in new and existing markets. He has been responsible for driving Salesforce.com’s expansion beyond the Salesforce Automation market by launching the Service Cloud in 2008 and Chatter in 2009. Since 2010, he has served as the General Manager of Data.com and the Marketing Cloud. This is his first board acceptance.
“The marketing and CRM space has seen a massive trend toward building comprehensive platforms that serve the enterprise customer from every channel. But the call channel is the one channel that has been completely forgotten – which is a glaring omission given that the phone is the new user interface for everyone. By ignoring it, marketers are leaving millions of dollars—and the customer relationships that deliver them—on the table. I am incredibly excited to join Invoca’s board and to work with its talented leadership team to take advantage of this market opportunity and help companies leverage this critical channel,” said Brett Queener, Executive Vice President, Salesforce.com.
He joins Josh Jacobs, global CEO of Accuen Media, and Mark Suster, a two-time entrepreneur and partner at venture capital firm Upfront Ventures. Suster sold his second company, Koral, to salesforce.com and previously served as Vice President of Product Management.
Invoca is the industry-leading provider of enterprise inbound call marketing solutions. The cloud-based platform delivers complete campaign management, clear attribution, practical analytics and mobile optimization tools in one easy-to-use solution, while seamlessly integrating with the solutions marketers already use. Invoca helps businesses to get better qualified, higher converting customers and optimize spend across online, offline and mobile marketing channels.
Proven revenue-generating partnerships with leading Fortune 1000 and Inc 500 brands make Invoca the industry-leading solution for enterprise inbound call marketing. Invoca was founded in 2008 by a team of technology executives who built their prior startup into a multi-hundred million-dollar public company. Invoca is backed by leading venture capital firms Upfront Ventures and Rincon Venture Partners. For more information, please visit www.invoca.com.