The Mission
Since 1986, Insperity’s mission has been to help businesses succeed so communities prosper. Offering the most comprehensive suite of scalable HR solutions available in the marketplace, Insperity is defined by an unrivaled breadth and depth of services and level of care. Through an optimal blend of premium HR service and technology, Insperity delivers the administrative relief, reduced liabilities and better benefit solutions that businesses need for sustained growth. With 2023 revenues of $6.5 billion and more than 90 locations throughout the U.S., Insperity is currently making a difference in thousands of businesses and communities nationwide.
The Challenge
Insperity uses several different marketing channels and campaigns to drive leads for its business. The marketing team had complete tracking for the online leads its campaigns drove, however it lacked proper attribution for phone leads. To get call attribution, they were asking callers how they heard about the company, which led to inaccurate data as callers didn’t always remember the exact campaigns or ad creatives they saw.
In addition, Insperity was having issues with its IVR. Its IVR message, which lasted over thirty seconds, was causing callers to drop off before they were presented with keypress options. This cost the team leads, and lowered call conversion rates.
The Resolution
Capturing Granular Phone Call Attribution Data
With Invoca, Insperity no longer has to rely on asking callers where they heard about the company. Instead, they get granular attribution data about the exact channel, campaign, search keyword, and webpages leads interacted with before they picked up the phone. They integrate Invoca with their martech platforms so they can access the data in their everyday workflows. This allows them to calculate their full ROI and allocate their budget to the campaigns that have the biggest impact on lead generation.
Invoca helps us track call conversions the same way we track online form fills. We can now see the exact returns we’re getting from each campaign, and allocate our budget accordingly. It also helps us A/B test our campaigns more effectively, so we can continually improve performance.
Chris Todd, Manager of Marketing Analytics and Automation at Insperity
With the Invoca platform, Insperity increased marketing-driven sales calls by 40% over a three-year period.
Driving More Phone Leads with an Improved IVR Experience
When Insperity dug into Invoca’s data, the team found that their IVR, which lasted over thirty seconds, was too long. It was causing 15% of callers to abandon before they reached the menu. This was a costly issue not only because of potential sales losses, but because they paid marketing dollars to drive many of those calls and their ad spend was being wasted.
To solve this problem, the team used Invoca’s easy-to-configure IVRs. Within minutes, the team was able to build a second, shorter IVR that they could A/B test against the original. The test showed that the shorter IVR resulted in significantly less dropoff. In fact, over the course of the year, the shorter IVR drove 785 more sales calls and 12% fewer disconnects. This ultimately resulted in more converted phone leads and less wasted ad spend.
Once we had our new IVR message recorded, getting it set up in Invoca was a breeze. It was a simple fix to drive such a significant lift in performance.
Chris Todd, Manager of Marketing Analytics and Automation at Insperity
The Results
- 785 more sales calls driven over a full year
- 40% increase in marketing-driven sales calls over a 3-year period
- 12% fewer calls disconnected
Our Invoca customer success manager has been amasing — he’s always coming to the table with new ideas we can test to help our business. We're a small team and we don't have a lot of time to think up new optimisations, so his expertise has been very valuable.
