BoomTown Builds Valuable Insights from Voice Conversations with Invoca

BoomTown had used a call intelligence solution in the past, but that tool couldn’t provide the kind of granular insight the company needed.

Invoca “checked all of the boxes in terms of providing the business intelligence that BoomTown could use to continue to improve its marketing efforts,” Ward says.

Another plus was Invoca’s native Salesforce.com integration, which automatically creates a lead profile in Salesforce once a call comes in.

The Invoca Voice Marketing Cloud natively connects with all major digital marketing clouds, and BoomTown is able to use insights discovered during phone calls to create custom audiences for retargeting or expanding reach in any channel.

“We shifted our on-site conversion strategy to urge prospects to call sales first rather than to complete a form,” Ward says. “We also expanded our use of Invoca’s call intelligence to gain actionable insight into our business.”

BoomTown had been receiving roughly 1,500 calls a month, and the integrations save reps roughly two minutes per call. That’s time that reps can use to follow up with prospects and generate more business.

BoomTown has continued to add Invoca features as they’ve become available, the most recent being Invoca for Facebook, which enables the company to attribute phone calls to Facebook ads and gain other valuable insights to drive higher-quality leads. Invoca for Facebook is designed to integrate call intelligence with social media ads to optimize campaigns and create more engaging journeys.

“Invoca for Facebook allows us to leverage the reach of Faceboook, with the benefit of seeing when that reach produces valuable results beyond the ad impression or click,” Ward says. “The ability to connect our offline and online sales channels so seamlessly has been a game changer. Even though calls dominate our sales pipeline, we have a strong digital presence. We rely on Facebook advertising to build our brand presence and to educate our audience through video, with the goal of getting them on the phone. We saw a large increase in total call volume when we shifted our strategy to urge prospects to call first rather than to complete a form.”

In a single quarter after adopting Invoca for Facebook, BoomTown gained a 63 percent lift in call volume and a 35 percent increase in sales from call-generated leads.

“In high-touch industries like B2B software, calls are critical to the customer’s path to purchase. As marketers invest substantially in social media channels like Facebook, it’s imperative they are able to get complete attribution and actionable insights to optimize ad spend for offline conversions,” said Julia Stead, vice president of marketing at Invoca, in a statement. “With Invoca for Facebook, companies like BoomTown are now able to bridge that online-to-offline customer journey and drive more calls, revenue, and higher ROI.”

BoomTown has seen a tremendous increase in its advertising effectiveness since installing Invoca Voice Marketing Cloud and Invoca for Facebook. Total call volume has increased 63 percent, while call-generated leads have jumped 345 percent. That’s translated to the top line, with a 20 percent increase in revenue, and to lowered expenses, with the cost per acquisition declining 82 percent.

Ward expects even more benefits as BoomTown continues to work with the Invoca platform, “We are just starting to scratch the surface,” he says. 

 App at a Glance

Since implementing Invoca Voice Marketing Cloud and Invoca for Facebook, Boomtown has seen the following results:

• an 82 percent drop in calls per acquisition;
• a 63 percent lift in total call volume;
• a 345 percent increase in call-generated leads;
• a 35 percent increase in sales from call-generated leads; and
• a 20 percent increase in revenue.