Invoca Aims to Bring Phone Calls into the Marketing Cloud

invokaInvoca, a call intelligence company, just announced it has secured $30 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.

This latest investment round, which comes at a high-growth time for Invoca, brings the company’s total funding to $60 million.

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 $1 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.

“The tidal wave of mobile adoption requires a new kind of marketing automation that accounts for the most important customer interaction you can have — a live phone conversation,” said Mark Woodward, CEO of Invoca. “Enterprise companies are using Invoca to move the needle on mobile marketing in a significant way. This new funding round only accelerates our ability to make them successful, from our product and customer service capabilities to our expansion in the market.”