The company has now raised more than $30 million, with the current round led by Accel Partners. Upfront Ventures and Rincon Venture Partners also participated, and Accel’s Kobie Fuller has joined the company’s board of directors.
“Despite the fact that their highest-value leads arrive through phone calls, CMOs are routinely stymied by the call channel, assuming that it lacks the same measurement and optimization that other digital channels possess,” Fuller said in the funding release. “Invoca is determined to change that mindset by offering the most effective solutions available to enterprise marketers in this channel.”
Invoca’s products include call tracking, call analytics, and custom treatment based on factors like location and whether they’re a new customer. It also integrates with other sales and marketing products including Salesforce.com, Adobe, Kenshoo, Marketo, iCrossing, Cake, Tealium, and HasOffers.
The company supposedly saw an annual growth rate of 200 percent last year. It says that it’s used by “more than 3,000 marketers” including those at Liberty Mutual Insurance, OpenTable, Answer Financial and DirecTV.
An Invoca spokesperson told me that the company plans to open a Bay Area office (it’s headquartered in Santa Barbara, Calif.) and double its workforce to more than 150 people in the next year. It will also be spending more on sales, marketing, and product development, the spokesperson said.