Southern Sheeting Selects Invoca's AI to Turn Buyer Conversations Into Revenue

LONDON — 3 June, 2026 — Southern Sheeting, the UK-based supplier of roofing, cladding and metal sheeting, has selected Invoca, the AI-powered leader in revenue execution, to convert buyer conversations into closed sales and connect marketing spend to the revenue it actually drives. The move replaces Southern Sheeting's previous call tracking provider and brings AI-powered conversation analytics into the business for the first time. 

Hundreds of Conversations, Half Visible‍

Every week, Southern Sheeting handles hundreds of buyer conversations across its three UK depots. The products are complex and the buyers are high-consideration. Most pick up the phone before they buy. Until now, Head of Marketing Jo Morfield could only hear half of those calls from her seat next to the sales team. The buyer’s side of the conversation was invisible.

With Invoca, that visibility opens up. Industry-leading AI surfaces hundreds of signals from every conversation in real time, turning unstructured calls into structured data the whole business can act on. In a market where AI-driven search is rewriting how buyers research complex purchases, that's how a marketing team stays ahead.

“Buyer conversations are the richest source of intent data a marketing team has, and most businesses are barely using them,” said Peter Isaacson, CMO at Invoca. “Southern Sheeting is doing what the next generation of revenue leaders are doing: turning every conversation into intelligence that grows the whole business.”

Southern Sheeting is putting Invoca to work in three ways:

• Surfacing the buyer's side of the call. AI-powered conversation analytics capture what buyers ask, how enquiries are handled, and where sales stall across all three depots, giving marketing visibility it has never had.
• Closing the loop between marketing spend and revenue. Conversation data flows back into PPC, SEO, and the website, connecting digital investment to the offline sales it actually drives.
• Future-proofing for AI-driven search. The richest source of buyer intent the business has is now structured data that can sharpen product pages and content for an era where LLMs increasingly shape research.

A Marketing Team's New Source of Truth

For Morfield, the value lands in two places at once: the marketing team's data and the buyer's experience.

“With Invoca, I can prove exactly what the website is driving offline,” said Morfield, “and improve both our digital content and the experience our customers have when they call."

That partnership now turns to the work ahead.

“What excites me most is building a library of product-specific conversations: filtering everything mentioned on a specific product, understanding what customers are repeatedly asking, and using that to fill the gaps on our website,” Morfield continued. “Construction is not an industry known for its forward-thinking digital stance. Our work with Invoca is about getting ahead of that curve and making our website a genuinely authoritative source before our competitors do.”

For Southern Sheeting, the buyer conversation is no longer a black box. It's a source of intelligence the whole business can use.

More Information:

• Benchmark call conversion performance across the home services industry: https://www.invoca.com/uk/reports/the-invoca-call-conversion-benchmarks-report-for-the-home-services-industry-2025 
• Learn how Invoca activates conversation data to tie marketing efforts to the revenue outcomes: https://www.invoca.com/uk/solutions/marketing

About Southern Sheeting

Southern Sheeting is a UK-based supplier of roofing, cladding and metal sheeting with more than 40 years of experience. Trusted to represent and distribute on behalf of some of the UK's biggest construction product manufacturers, Southern Sheeting serves trade customers across every industry as well as homeowners and DIY buyers, backed by an unrivalled stock holding and a team of experts who deal with every enquiry personally. For more information, visit www.southernsheeting.co.uk.