Invoca raises USD30m to bring phone calls into marketing cloud

Invoca has secured USD30 million in Series D financing led by Morgan Stanley Alternative Investment Partners with additional participation from existing investors Accel Partners, Upfront Ventures, Rincon Venture Partners, Salesforce Ventures and Stepstone, the company said.

This latest investment round, which comes at a high-growth time for Invoca, brings the company´s total funding to USD60 million. Invoca will use the funding to extend its leadership across sales, marketing, customer success and product development, with a focus on helping Fortune 500 marketers capitalize on the massive wave of mobile adoption.

Invoca was founded to fill a trillion-dollar hole in existing marketing cloud solutions. People now use mobile phones as their primary device for interacting with businesses across search, web, social, display, email and apps.

These interactions are driving a massive increase in mobile phone calls to businesses, bringing in hundreds of billions of calls and more than USD1 trillion in commerce conducted over the phone each year. Despite significant investment in marketing technology, marketers have lacked the analytics and automation required for this critical part of the mobile customer journey.

Through its leading solution and integrations with major marketing hubs, Invoca is fueling the mobile customer journey for enterprise marketers at brands including Celebrity Cruises, Frontier Communications, Mitsubishi Electric, The New York Times Store, OpenTable and LendingTree.

Invoca helps the modern marketer optimize for the most important step in the customer journey: the phone call. With Invoca´s Call Intelligence platform, 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 platform by automating the ideal customer experience before, during and after each call.