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Look! Up in the sky! Is it a bird? A plane? No, it’s a Revenue Execution Hero!
Invoca’s Revenue Execution Heroes program gives our customers a platform to highlight the successes they’ve achieved with our platform. It also has perks like personal branding opportunities, VIP invites to regional events, access to private beta programs, and more.
As part of the program, we’re shining a spotlight on our inspiring heroes. Today’s featured hero is James McGinn, Head of Paid Media at Rentokil Terminix.
For more than 90 years, Rentokil has served as the global expert in pest control. Through an integrated pest management approach, the Rentokil network of experts offer a superior level of protection and trusted solutions, pushing the boundaries of innovation and harnessing new technology, to create pest-free environments.
Check out our Q&A with James below, where he shares how he got started in marketing, the future trends he sees on the horizon, and how his partnership with Invoca helped him grow.
After college, I was working for a plumbing wholesaler that bought an eCommerce website. They asked me to run it, and the main source of traffic to the site was through paid search. I cut my teeth in marketing with that and never looked back.
I moved on from that eCommerce role to several different, progressively larger agencies in the Chicago area. I did “agency-side” work for about 12 years before moving client-side where I’ve been for the last six years or so.
I’m a big sports fan (the more obscure, the better), and I love hanging out and traveling with my family. One of our favorite activities when traveling is visiting restaurants featured on Diners, Drive-Ins, and Dives on the Food Network.
I was invited to speak at one of the “Invoca In your City” events In Chicago and partnered with one of our Google Measurement team members to discuss how we leverage Invoca tools and integrations to support Value Based Bidding strategies in our paid search campaigns.
It was amazing to see the full house turnout at the event!
For our 80+ Rentokil brands that we recently migrated to Invoca, we use it as a standard call tracking system. But it’s allowed us to be more nimble in how we market our services, as it enables us to generate new marketing numbers whenever we need them and bypass the lengthy IT processes.
For our Terminix brand, we are using integrations with our call center platforms and with our marketing stack to pass individual sales results back to Google for value-based bidding purposes. We’ve seen tremendous success with Invoca, as we’ve generated a more than 25% lift in YoY revenue from our paid search program.
Want to read more of James and the team’s incredible story? Check out the full Rentokil Terminix case study here.
I think AI has the possibility of making call center operations much more effective and efficient, leading to growth in sales and revenue. We are already investigating how AI can help us identify issues in our call centers. We want to learn if there are volume capacity issues, if there are coaching opportunities for our sales and CSR agents, and if there are effectiveness issues with leads from our marketing partners. We think that Invoca and AI can help us resolve those types of issues.
Businesses that don’t take advantage of AI are going to get left behind. It feels like AI is still a buzzword right now, but it’s rapidly advancing, and true industry leaders are pulling ahead of the competition by being the first to adopt this new technology.
I think that there are still a lot of sales and contact center leaders (ourselves included) that are still “old school” and find it difficult to break out of historical processes. The technology available to them is rapidly advancing and would enable greater operational effectiveness, but it’s very difficult to change platforms and processes in large organizations like ours without impacting business results.
Learn as much about data and analytics as you can, as early as you can. Almost every marketing job (and lots of others as well) requires analyzing large amounts of data. Doing it effectively is a great skill that does take some time to truly master, but it will help you grow and advance your career much faster.
Are you interested in becoming a hero? Turns out you don’t need to get bit by a radioactive spider. You just need to be an active Invoca customer and participate with the community in some of the following ways:
What do you get out of it? Below are some of the perks that Revenue Execution Heroes enjoy:
You can register to become a Revenue Execution Hero here or scan the QR code below. Just remember: with great power comes great responsibility.
