October 20, 2016
Company empowers marketers to think beyond digital campaigns, using voice conversations to shape the individual customer experience
SANTA BARBARA, Calif., October 20, 2016 — Invoca, the call intelligence company, today launched the Voice Marketing Cloud at its annual Call Intelligence Summit. The Invoca Voice Marketing Cloud is the first solution to connect and inform the entire customer experience, delivering the same capabilities for voice interactions that digital marketing clouds from Salesforce, Adobe and Oracle bring to channels like web, email, social and display.
As the path to purchase has evolved across devices and channels, customer experience has become the new battlefield. According to Gartner, 89 percent of companies today expect to compete mostly on the basis of customer experience, while four years ago, that number was only 36 percent. Marketers are using marketing cloud technology from Salesforce, Adobe, Google, Facebook and others to personalize and automate experiences across digital channels. And investment here will continue to increase; IDC predicts that digital marketing technology spend will increase from $20.2 billion in 2014 to $32.4 billion in 2018.
However, until now, marketing clouds have solely focused on digital channels, leaving out one of the most important customer touchpoints: a voice conversation. A recent survey revealed that a positive phone call experience can drive more than 60 percent of customers to spend more with a business with 74 percent taking their business elsewhere after a negative call experience.
The Invoca Voice Marketing Cloud is the first solution to connect insights from voice conversations to the rest of the customer journey by bringing a full suite of marketing automation capabilities to phone calls. The Voice Marketing Cloud delivers the same capabilities for voice interactions that digital marketing clouds bring to web, email, social and display. Now marketers can optimize their marketing performance, personalize the caller experience, automate the omnichannel journey, and expand their audiences with both digital and voice interactions.
“Voice is central to how we communicate — both in our personal lives and with businesses. With innovations in AI and messaging, voice is becoming the new user interface, the new killer feature, and the most pivotal conversion point,” said Gregg Johnson, CEO of Invoca. “These interactions represent a ‘moment of truth’ for brands. A good experience means increased sales and valuable customer insights, whereas a bad experience can be devastating to a brand, especially over time. With the Invoca Voice Marketing Cloud, marketers can take control of the opportunity to bridge digital and voice interactions to create an unforgettable, consistent customer experience.”
“The opportunity to drive ROI from voice conversations goes way beyond call tracking and attribution,” said Ian Bell, manager of Marketing Systems and Analytics at Vivint Smart Home. “With the Invoca Voice Marketing Cloud, we get individual-level insights about our customers, enabling us to make better decisions in real time about how to engage with them across our marketing channels.”
The Invoca Voice Marketing Cloud natively connects with all major digital marketing clouds, including industry-first integrations with the Salesforce Marketing Cloud and Facebook Ad Manager. At the Call Intelligence Summit, Invoca unveiled a new custom data and audience solution as part of the Voice Marketing Cloud. With this technology, marketers can use insights discovered during phone calls to create custom audiences for retargeting or expanding reach in any channel. For example, callers with specific demographic profiles and purchase histories who express interest in “Hawaii vacations” during the conversation are automatically sent emails via Salesforce Marketing Cloud. This insight can be applied to reach lookalike audiences via Adobe Marketing Cloud for web display campaigns, or with Facebook for social campaigns.
Invoca’s Call Intelligence Summit is the industry’s foremost gathering for marketers who believe in voice conversations as an integral part of the customer experience. Invoca executives will be joined by senior marketers and thought leaders from Google, Facebook, Adobe, Microsoft, Forrester, AllState, LendingTree and many others to address Invoca’s customers, partners and prospects. Follow #InvocaSummit to join the conversation on Twitter.
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. For more information, please visit www.invoca.com.