Invoca Wins with PFL

Tactile Marketing Automation

Summary

Invoca uses PFL to deliver a 1,500% return on investment (ROI) for their dimensional mail outreach campaigns—while simultaneously slashing production costs by 75%.

The Challenge

Invoca, the leading call intelligence platform, has built a large and engaged customer base. Growth was a key goal for the marketing team, but they were having challenges reaching key decision-makers. Digital fatigue—the tendency to disregard email and web campaigns because of overexposure to them—was creating a low response barrier between Invoca and their prospects.

While they had robust digital campaigns, the team at Invoca was just not seeing the results they wanted from those channels. To break through and reach their audience of increasingly distracted prospects, Invoca turned to a radical new concept: automated dimensional mail.

“For us, sending physical marketing materials has proven to be a unique way to get our foot in the door Challenge and accelerate the sales cycle when we’re selling to large enterprises,” says Julia Stead, Director of Demand Generation with Invoca.

Before implementing PFL’s solution, Invoca faced challenges with manual data management, a rigid “batch and blast” approach, and high costs due to the involvement of an outside agency. “Even on the enterprise level, these programs were just prohibitively expensive for us to do more than a few times per year,” says Stead.

Invoca needed to improve their process and automate dimensional mail through their existing platform. They needed a solution to scale to suit a variety of send volumes and buyer personas. And it needed to be cost effective.

The Solution

For Invoca, the answer was to join forces with PFL. Our integrated solution allowed them to connect the worlds of digital communications and dimensional mail execution seamlessly.

“Timing is important when it comes to sending mail…you want to strike while the iron’s hot.”

Results after the implementation were dramatic. ROI was a staggering 1,500%, surpassing expectations across the board. Response rates jumped, and because sales reps got more visibility into the mailing schedule they were able to make timely, triggered follow-up calls. Those calls resulted in more demos, and more demos meant more closed business.

As Stead observes, “Timing is important when it comes to sending mail…you don’t want to spend money to have your package delivered and then have it just sit on someone’sdesk without any kind of outreach for a few days.” Stead continues, “You want to strike while the iron’s hot.”

With TMA, each time an Invoca package reaches its destination, the company’s sales reps receive notification within the hour. They can then set up outreach tasks that are triggered, prompting them to call that same day and send automated email in real time.

Finally, the Invoca team can personalize copy for each item, allowing them to tailor their message to specific accounts. And because they automated their dimensional mail management, Invoca is now only spending a fifth of what they had been with the previous agency.