The Mission
This leading payment processor handles transaction processing, risk, underwriting, settlement, and other services for its customers.
The Challenge
The payment processor’s marketing team uses a variety of digital advertising channels to drive demand for its payment processing and lending services. During the buying journey, the majority of customers reach out over the phone to complete purchases. However, prior to using Invoca, the team was unable to get attribution for the phone sales it was driving.
"The majority of our customer interactions happen over the phone," said Melissa Reilly, Assistant Vice President, Digital Marketing at the payment processor. "But, prior to using Invoca, we had no way to get closed-loop attribution on phone calls. The disconnect between the digital experience and the phone call experience was causing every problem you could imagine. There was zero accountability, zero tracking, and nothing was correct. It was impossible to tell if our campaigns were actually generating sales or if they were just generating calls."
In addition, sales managers lacked visibility into their remote reps’ phone conversations. This made it difficult to maintain quality standards and ensure that they converted all of the valuable leads the marketing team drove.
The Resolution
Tracking Phone Lead Quality from Marketing Campaigns
To get closed-loop attribution for phone calls, the payment processor’s marketing team onboarded Invoca call tracking. This also allowed them to understand the quality of the phone leads they sent to the sales team, and which campaigns drove the most high-intent callers. In addition, they were able to identify keywords that were driving a high quantity of non-sales related calls.
When sales complains about getting junk calls, our marketing team can dive into them with Invoca and assess the true quality. We can say, ‘Okay, out of the 1,000 calls from a $60,000 campaign, the sales team converted 500 of them to appointments.’ And then we can see why the other phone calls didn’t convert. For example, maybe they were customer service inquiries or billing questions.
Melissa Reilly, Assistant Vice President, Digital Marketing at the payment processor
With these insights, the marketing team could allocate more spend to the search keywords driving high-quality phone leads — and less to the ones driving non-sales related calls. This allowed them to generate more phone leads at a lower cost.
Aligning Marketing Messaging with the Voice of the Customer
In addition, Invoca helped the payment processor’s marketing team understand the voice of the customer — and align their messaging accordingly. With Invoca Signal Discovery, the team can automatically identify conversation trends at scale, without having to manually listen to call recordings. This helps them create more engaging campaign messaging that aligns with customer needs.
“Invoca’s Signal Discovery has helped us understand what our customers care about and how they actually talk about our products. It’s helped us say, ‘Well, we've been putting this term in our marketing stuff, but nobody's actually using it. When they’re asking for this specific product, what are they actually saying?’ It’s helped us update our content and ad messaging so we can speak our customers’ language.”
Invoca also helps them identify when customers express hesitations about price. If a lot of customers are price-sensitive toward a certain product, the team can run a promo with a discount to help drive demand.
Invoca really opened our eyes and showed us what our customers care about. It’s helped us explain our products more clearly, mention the right value propositions, and speak our customers’ language. It's an absolutely amazing tool.
Melissa Reilly, Assistant Vice President, Digital Marketing at the payment processor
Improving Marketing and Sales Alignment
In addition to helping the marketing team understand the quality of leads it drove, Invoca also helped the payment processor see how well its sales agents were converting those leads. In the past, the marketing and sales teams had never had a full-funnel view, and Invoca data helped them identify inefficiencies that were harming conversion rates.
"Invoca highlighted so many issues none of us even knew were happening, because marketing had never had a view into the sales process. One of the things that we found immediately was that many of the calls went unanswered. When we’re spending tens of thousands of dollars driving those calls, this translates to a lot of wasted budget. Thanks to Invoca, we were able to quickly take action to get more people on the sales floor, improve agent scheduling, and coordinate breaks better. This helped us reduce wasted marketing budget and increase our ROI."
Automating Quality Assurance for Remote Sales Agents
The payment processor also uses Invoca’s automated quality assurance to assess the performance of its remote sales agents. Invoca’s AI automatically scores calls according to the organization’s unique criteria. In the payment processor’s case, they wanted to ensure that, on every call, agents:
- Used a proper greeting
- Asked the right questions about caller needs
- Provided the correct information about rates and fees
- Offered next steps
- Closed the sale
Invoca allowed the team to score 100% of calls according to these criteria — not just a small sample. This gave them accurate and unbiased feedback about each agents’ performance.
Invoca has helped our sales managers get a more complete picture of agent performance. With the automated scorecards, our managers can better understand agents’ strengths and weaknesses and coach them accordingly. It takes the assumption out of what’s happening on calls, and helps us give every agent the coaching they need.
Melissa Reilly, Assistant Vice President, Digital Marketing at the payment processor
Additionally, Invoca helped the payment processor understand the tactics that separated their high-performing reps from the pack. They then updated their scripts and standardized these sales strategies across the team so that every agent could benefit.
"When you purchase Invoca, what you’re paying for is knowledge. It gives you a complete and unbiased understanding of what’s happening on your agents’ calls — not just a small snapshot. It’s also a huge time-saver — rather than spending hundreds of hours listening to calls, you can get the same insights instantly, without lifting a finger. It’s been invaluable to our team."
The Results
- Increased marketing ROI
- Improved sales agent close rates
