INDUSTRY:
Financial services and insurance

Using Invoca to get marketing attribution and improve close rates

Invoca enables MoneySolver to get full marketing attribution, track affiliate campaign results, and improve sales agent performance.
30% increase
in ROAS from digital marketing and affiliate programs
2x increase
in close rate at the contact center
Using Invoca to get marketing attribution and improve close rates
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Invoca has been a game-changer for us. Our agents can see exactly where they’re falling off the talk track and get instant feedback on how they can improve. It’s helped us to double our close rate at the contact center.
Mark Roblez
Director of Call Center Operations at MoneySolver

The Mission

MoneySolver is a national financial services company based in Jacksonville, Florida that helps people and businesses transform their student loan, tax, business, and credit situations. Rated A+ by the Better Business Bureau and in business since 2007, its financial and tax professionals transform lives through customized money solutions.

The Challenge

Phone calls are an important conversion point for MoneySolver’s marketing team. They use a mix of marketing campaigns and affiliate programs to drive phone leads to their agents. MoneySolver previously had a call tracking solution, but it was difficult to use and did not give them the granular attribution that they needed to track conversions and optimize their campaigns. The marketing team needed to find a new solution that would allow them to track all of the call conversions and get better results. 

On the sales side, MoneySolver needed to get a more complete and unbiased measure of contact center agent performance. MoneySolver has over 100 sales agents and the team was performing call QA by listening to a small sample of calls. This approach made it difficult to ensure all their agents were sticking to the right scripts and to provide meaningful feedback to improve their performance. 

The Resolution

Using call attribution to improve marketing campaign optimization
MoneySolver’s marketing team uses SEO, local marketing programs, and Google Ads to drive phone leads. The company needed to get attribution for which campaigns were driving the highest quality calls, so they could double down on their best programs and avoid wasting spend on underperforming ones. 

With Invoca, MoneySolver can attribute every phone call to the webpage, marketing campaign, or paid search keyword that drove it. In addition to determining the source of each call, they can also see the quality of that call — if it was a lead and if it ultimately converted. This allows them to optimize campaigns to drive high-quality phone leads.

Invoca’s Google Ads integration has been really beneficial for our marketing team. Google knows how to optimize for high-performing phone leads because it gets attribution data from Invoca right away. This has helped us increase our return on ad spend by 30%.
CHRISTINA ROSA, VP OF MARKETING AT MONEYSOLVER

MoneySolver also integrates Invoca with Google Ads to improve campaign performance. With this integration, they can push Invoca’s call conversion data into Google Ads — Google then uses the call conversion data to inform its smart bidding algorithm. This allows MoneySolver to drive more high-quality phone leads from their search ads at a lower cost — and scale their results.

“Invoca’s Google Ads integration has been really beneficial for our marketing team. Google knows how to optimize for high-performing phone leads because it gets attribution data from Invoca right away. This has helped us increase our return on ad spend by 30%,” said Christina Rosa, VP of Marketing at MoneySolver.

Tracking phone leads from marketing affiliate partnerships
In addition to digital marketing campaigns, the MoneySolver team also uses affiliate partners to drive phone leads. In the past, it was difficult to determine the quality of the phone calls that partners were delivering — and to determine how many of them were qualified leads that MoneySolver should be billed for. 

To solve this problem, MoneySolver registers its affiliates as “publishers” in the Invoca platform. MoneySolver can then use Invoca’s AI to validate the quality of the phone leads its affiliates are driving. Prior to using Invoca, MoneySolver was occasionally charged for calls from people looking for the IRS or for tax preparation services, which it doesn’t provide. With Invoca’s signals, they can quickly detect calls where agents say phrases like “We’re not the IRS” or “We can’t check your refund status” and mark them as unqualified. 

Invoca also notifies MoneySolver if an affiliate drives the same caller to them multiple times within a 30-day span, so they’re not paying for the same lead twice. 

In addition, some affiliate partners consider a call billable if MoneySolver is on the line with the caller for more than ninety seconds. With Invoca, MoneySolver can determine if that threshold is reasonable — or if it’s taking longer than ninety seconds to determine if a caller is a lead. They can then use the data to negotiate a more reasonable threshold.

“Invoca has given us full visibility into the phone leads our affiliate partners are driving. We now have the data we need to push back when necessary. We can also give them feedback when lead quality is low so they can make the right adjustments to improve it,” said Rosa.

Getting a complete and unbiased view of sales agent performance
MoneySolver has about 100 sales agents in total. Half of the agents qualify the calls — once it’s determined a call is a quality lead, it’s transferred to the closers. With such a large team, giving each agent meaningful feedback about their performance was a challenge. 

To solve this problem, MoneySolver rolled out Invoca for Sales. This allowed them set up AI-powered scorecards to automatically QA agent performance on every call. They created two separate scorecards: one for the fronters who qualify the calls and one for the closers who convert the deals. Since the fronters all stick to the same script, their scorecards are highly structured and consist of the ten qualifying questions they have to ask every caller. The closers, on the other hand, are encouraged to have free-flowing conversations — their scorecards are more focused on outcomes, like if they got the caller to convert to a customer. 

“Invoca has been a game-changer for us. Our agents can see exactly where they’re falling off the talk track and get instant feedback on how they can improve,” said Mark Roblez, Director of Call Center Operations at MoneySolver. “It’s helped us to double our close rate at the contact center.” 

In addition, Invoca helped the MoneySolver team refine its sales scripts. For example, they noticed some agents were asking customers, “Do you have any unfiled years?” This phrasing was unclear to customers and they often had to ask the agent to repeat the question. MoneySolver noticed this pattern, and made sure agents were saying “Do you have any years where you didn’t file your taxes?” instead and found customers understood that better.

Invoca has been a game-changer for us. Our agents can see exactly where they’re falling off the talk track and get instant feedback on how they can improve. It’s helped us to double our close rate at the contact center. 
MARK ROBLEZ, DIRECTOR OF CALL CENTER OPERATIONS AT MONEYSOLVER

Boosting sales agent motivation and job satisfaction
In the past, MoneySolver’s contact center agents would dread meetings with the QA team. It often meant they were doing something wrong. But now, MoneySolver’s agents actively seek out QA agents so they can learn why they didn’t receive 100% scores and how they can improve their performance. 

“With Invoca, our agents know that 100% of their calls will be reviewed, instead of a small sample,” said Roblez. “They can no longer blame a bad score on the QA person — it takes human bias out of the equation. As a result, they’ve become more motivated to take ownership of their performance.”

MoneySolver also projects Invoca’s scoring on a leaderboard and ranks the agents who receive the most perfect scores. This creates friendly competition and motivates agents to perform at their best. 

“Invoca has helped keep our contact center agents engaged. I recently got a call on my cell phone from a 13-year employee, who wanted to know how she could get more 100% scores and move up on the leaderboard,” said Roblez. “With Invoca, I was able to quickly pinpoint a question she was forgetting to ask and help her to improve. It’s amazing that Invoca can help me quickly find coaching opportunities for even my most experienced team members.”

The Results

  • 30% increase in ROAS from digital marketing and affiliate programs
  • 2x increase in close rate at the contact center
With Invoca, our agents know that 100% of their calls will be reviewed, instead of a small sample. They can no longer blame a bad score on the QA person — it takes human bias out of the equation. As a result, they’ve become more motivated to take ownership of their performance.
MARK ROBLEZ, DIRECTOR OF CALL CENTER OPERATIONS AT MONEYSOLVER

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