Look! Up in the sky! Is it a bird? A plane? No, it’s a Conversation Intelligence Hero!
Invoca’s new “Conversation Intelligence Heroes” program gives our customers a platform to highlight their successes with conversation intelligence technology. It also has perks like personal branding opportunities, VIP invites to regional events, access to private beta programs, and more.
As part of the program, we’re putting a spotlight on our most inspiring heroes. Today’s featured hero is Matteo Togni, a senior manager of digital product in the automotive industry.
Check out our Q&A with Matteo below, where he shares how he got started in marketing, predictions for future marketing trends, and advice for young marketers.
How did you get started in marketing? And how has your career progressed since then?
I started my career as part of a pilot call center. We offered a concierge-style buying experience for new and used cars, where the consumer would call in and we could compare different car models for them, without them having to visit different dealerships.
After about a year, I made a transition and started working as a marketer in the automotive industry. Since my background is in foreign languages and translation, I was tasked to set up the company website in Spanish. Once I finished that project, I was asked to do a comparison on our call tracking vendor, and that's where Invoca came in. We’d had our previous vendor for nearly 20 years, so it was a big migration effort. We completed that process, and we haven’t looked back since.
Now my primary focus is working hands-on with the Invoca platform. I handle the marketing attribution, signal building, and conversation intelligence features. It’s been an exciting journey, and I can’t wait to take our partnership to the next level!
What are you passionate about outside of work?
Outside of work, I love music, sports, and playing golf. I’m also a big traveler — I recently went on an awesome trip to Italy, where I saw Milan, Bologna, Rimini, and Tuscany! I’m originally from Switzerland and my wife is from the Dominican Republic, so we often go back and visit our families as well.
What benefits have you received from being an Invoca advocate?
Being an Invoca advocate has helped me understand the platform on a deeper level and get more out of it. It’s been especially beneficial to be a part of Invoca Summit. When I attended in person before COVID, I was able to network and compare notes with a lot of other customers. We shared use cases and best practices with each other and that really helped me learn and grow.
What future trends do you predict will happen in marketing?
As conversation intelligence technology advances, it will play an even bigger role for marketers. It will become easier to deploy AI signals and this will allow teams to get insights from customer conversations even faster. This will help them better align their messaging and strategy with what the audience cares about.
What are the biggest mistakes you see marketers make?
I think one of the biggest mistakes is miscommunication or lack of communication altogether. Consumers expect a seamless omnichannel journey, but many companies aren’t connecting their channels. Their departments are siloed and they often don’t collaborate with each other. This creates friction in the buying journey and decreases conversion rates.
What advice do you have for younger marketers?
When you’re early in your career, move around so you don’t get stuck in one specific area or channel. Learn as much as you can about the human side of marketing as well as the AI and analytics side, because both are important. This will help you get as wide of a perspective as possible.
Claim Your Cape and Become a Conversation Intelligence Hero
Are you interested in becoming a hero? Turns out you don’t need to get bit by a radioactive spider. You just need to be an active Invoca customer and participate with the community in some of the following ways:
- Media articles/interviews
- Internal or external speaking opportunities
- Case study interviews
- Press release features
- Supplying a quote
- Sales reference calls
- Social media competitions
- Sharing expertise and best practices in the Invoca community
- Logo placement
What do you get out of it? Below are some of the perks that Conversation Intelligence heroes enjoy:
- Elevate your personal brand
- Connect & learn from peers
- Gain access to private beta programs
- Win industry awards
- VIP invites to Invoca regional events
You can register to become a Conversation Intelligence Hero here or scan the QR code below. Just remember: with great power comes great responsibility.