• by Jess Nelson , May 23, 2016

After a company record-breaking quarter, Salesforce has integrated Invoca’s call intelligence platform of real-time phone data and campaign attribution to the Salesforce Marketing Cloud. The integration extends online conversations to offline, but still offers the same quality metrics as digital marketing channels. 

Available data encompasses caller contact information, including what drove them to place a phone call and what happened during the conversation. These insights can then be further utilized across channels to improve data-driven segmentation and personalized messaging.

Invoca’s call data is now accessible across the Salesforce Marketing ecosystem, including Journey Builder, Email Studio, Audience Builder and Data Extensions. Invoca was previously available in the Salesforce Service and Sales Clouds.

When leveraged in conjunction with Salesforce’s Email Studio, unique customer phone numbers can be automatically added to email marketing campaigns when an email is opened to identify individual callers. In addition, marketers can track the caller’s email address, any marketing that preceded the call and resulting purchases.

"Calls are a huge part of our revenue mix, but for email they have traditionally been a blind spot,” states Andrew Carlson, senior marketing director at Brady Corporation and Invoca customer in a press announcement. “With Invoca, the fact that we can now get call intelligence integrated into our email marketing programs, creates not only a new opportunity for us to dramatically improve ROI, it also helps us deliver a better experience for our customers."

Salesforce is a pivotal player in the Marketing Cloud arms race, and the company’s Marketing Cloud expansion comes shortly after a record-breaking financial quarter. Salesforce announced a 27% jump in revenue to $1.92 billion in its first quarter 2016 earnings report.