For marketers in high-consideration industries like automotive, healthcare, home services, financial services, telecom, and travel, the buyer journey is complex and fragmented. While most consumers start their journey online, they often engage offline with a contact centre or business location to get help finalising a purchase or booking an appointment.
Adobe Experience Cloud applications help you measure and orchestrate what happens online. But without data connecting that online engagement to offline results, you’re optimising on incomplete and misleading data. This offline blind spot leads to a host of costly marketing challenges, including low ROAS metrics, wasted ad spend, poor buyer experiences, and lost conversions and revenue.
It’s why leading considered-purchase brands like Verizon, Humana, and Nemours Children’s Health use Invoca and Adobe together to power better optimisations, experiences, and outcomes. Invoca gives your Adobe applications complete visibility into how search, social, display, CTV, and other digital channels drive offline sales, appointments, and revenue, so you can optimize for what’s really working. Plus, Invoca provides real-time insights and AI agents to help marketers automate the right offline experiences for every lead, increasing conversion rates and revenue.
If you are an Adobe customer generating demand that is converted offline, this blog explains how you can use Invoca with Adobe to transform paid media performance and drive measurable revenue growth.
Phone Calls Are How Many Businesses Convert Leads to Revenue
For businesses in high-consideration industries, the majority of your leads and conversions come in over the phone. Consumers call your contact centres and business locations to ask questions, get quotes, book appointments, and place orders. This is especially true for new customers and patients — the most prised marketing leads for most businesses.
Those phone calls are your richest source of first-party data. Each conversation contains a wealth of marketing insights into the caller’s intent, product or service interest, whether they converted or not, and why. Calls also contain valuable data on the caller’s pain points, needs, preferences, concerns, service eligibility, and more.
The challenge for marketing teams is how to extract this data from the thousands — or even millions — of monthly calls, connect it to the specific digital interactions that drove those calls, and get it into Adobe to take action on it. That’s where Invoca comes in.
Invoca + Adobe Powers Better Optimisations and Outcomes
Invoca is a data and AI platform that marketing teams across industries like automotive, healthcare, home services, financial services, telecom, and travel use to drive measurable revenue growth.
Invoca connects all the touchpoints in your buyer journey, using AI to analyse offline conversations to determine lead intent, conversion outcome, and other important insights. Through a unique combination of first-party marketing data, AI agents, and integrations with Adobe and other marketing and sales platforms, Invoca gives you the power to:
- Optimise paid media for what’s really working to boost efficiency and ROAS
- Orchestrate the right online and offline experiences to convert leads to customers and revenue
Invoca’s Integration With Adobe Is a Game-Changer for Marketers
Invoca provides marketers with two options to pass data to Adobe:
- Integrate Invoca with Adobe Experience Platform so your online-to-offline data can be used by Adobe Experience Cloud applications and AEP Agents
- If you don’t have AEP, you can integrate Invoca directly with Adobe Experience Cloud applications
Integrating Invoca with Adobe allows you to treat every appointment and sales call as a digital event. Here are just a few ways it transforms your strategy:
- Eliminate blind spots in attribution: Stop guessing which channels, campaigns, and search keywords drive offline conversions and revenue. Invoca passes call outcomes and revenue directly into Adobe Analytics, allowing you to see digital and call data side-by-side to measure true ROAS.
- Power more efficient bid optimisations: Stop bidding on clicks and digital engagement alone. Boost ROAS and revenue by using Invoca data in Adobe Advertising to bid based on whether or not a caller is a qualified lead and if they converted.
- Deliver hyper-personalised experiences: Use real-time call intent/outcome data to update customer profiles in Adobe Real-Time CDP. If a customer calls about "SUV financing" and doesn’t convert, your website can automatically feature SUV deals the next time they visit via Adobe Target.
- Orchestrate smarter journeys: Trigger follow-up emails in Adobe Journey Optimizer or Adobe Campaign based on the call outcome. If a lead was "qualified but didn't buy," you can automatically send a targeted offer.
- Reduce wasted ad spend: Stop serving ads to customers who already converted over the phone. By suppressing these audiences in Adobe Audience Manager, you can reallocate that budget to reach new prospects.
Industry Use Cases: Seeing the Full Picture with Invoca + Adobe
Automotive
The Digital-to-Offline Challenge: Customers research models online but call to schedule test drives or discuss financing.
The Invoca + Adobe Solution: Sync test drive "appointment" signals from calls to Adobe Analytics to optimise search bidding for high-intent car buyers.
Healthcare
The Digital-to-Offline Challenge: Patients often search for specialists online but prefer to book sensitive appointments via phone.
The Invoca + Adobe Solution: Enrich Real-Time CDP profiles with "specialty interest" signals to ensure follow-up communications remain relevant and timely.
Home Services
The Digital-to-Offline Challenge: Homeowners call for urgent quotes (e.g., HVAC repair) after seeing a local service ad.
The Invoca + Adobe Solution: Use Adobe Target to personalise landing pages with the specific technician or promotion mentioned during the call.
Financial Services
The Digital-to-Offline Challenge: Complex products like mortgages or wealth management require high-touch human interaction.
The Invoca + Adobe Solution: Connect the online application flow with call-level data in Customer Journey Analytics to identify where customers drop off and call for help.
Convert More Demand Offline With Invoca AI Agents and PreSense
Passing Invoca data to Adobe enables you to drive more high-intent leads from your paid media. But driving demand is only half the battle — you have to provide the right experiences to convert them, both online and offline. Otherwise, you’re just wasting ad budget.
The two biggest moments when the lead conversion process breaks down are when consumers fill out a lead form or call. If your business fails to respond right away to form leads, or they don’t answer the phone or route callers to the wrong agent, you can lose them forever.
Invoca is purpose-built to solve these challenges, significantly increasing your lead conversion rates and human agent productivity. Our AI agents immediately engage, qualify, and convert web form and phone leads 24/7, so no lead falls through the cracks, and non-leads and spam are deflected from wasting human agents’ time.
- AI Messaging Agent responds immediately via SMS when a consumer fills out a form, qualifying their intent and either converting the lead directly or passing them to a human agent to assist.
- AI Voice Agent assists callers 24/7, passing qualified leads to sales agents while deflecting spam, non-leads, and routine inquiries from wasting their time.
Along with AI agents, Invoca also has PreSense to increase contact centre conversion rates. PreSense automatically routes callers to the most relevant agent based on their digital journeys or AI agent engagements prior to the call. For example, a caller who got stuck configuring a motorcycle insurance quote online can be routed directly to a human agent qualified to handle these policies, skipping the IVR and the wait.
PreSense then gives the contact centre agent insights about the caller’s digital journey (such as the ad they clicked, pages they viewed, and items they placed in a cart) before the call begins. Having this data leads to more efficient call handling and outcomes — in many cases, PreSense alone has doubled a business’s call conversion rates.
With Invoca, every offline experience and AI agent conversation is powered by the complete buyer journey: the campaigns and ads that drove demand, the pages visited, and the intent signals generated at every step. And because Invoca analyses every interaction and feeds their outcomes into Adobe and your other platforms, marketers can continuously optimise both their paid media investments and lead conversion rates.
Measure and Optimise the Entire Buyer Journey with Invoca + Adobe
If you’re responsible for the performance of paid media, you can’t settle for only knowing what’s happening online. Invoca connects your online campaigns to offline results, passing that data to Adobe to power better optimisations, experiences, and outcomes.
Request a personal demo of Invoca to see for yourself the impact Invoca’s data and AI agents will have on your conversion rates and ROAS.
