Invoca, the call intelligence company, announced it’s joining the Adobe Exchange partner program at the Premier tier, the highest level within Adobe’s global technology partner ecosystem. Bringing leading solutions from Adobe and Invoca closer together will give marketers an unprecedented way to personalize the customer experience and boost revenue with call insights.

Also Read: Futuri Media’s TopLine Adds Appointment Prep Reports

With phone conversations collectively generating more than $1 trillion in the U.S. alone, the marketing landscape isn’t just about clicks and swipes anymore; it’s about recognizing how online and offline behaviors can intersect to create the ideal customer experience. And for businesses in considered purchase categories, calls present a massive opportunity given consumers typically want to have a conversation before buying. For example, 93 percent of consumers we surveyed, who took out a loan of $100,000 or more, made at least one call while evaluating options.

“Today’s customer experience is undergoing a massive shift, much like it did when smartphones took hold a decade ago, with voice interactions playing into everything from customer acquisition and engagement, through to support. A closer relationship with Adobe means that we’ll be delivering deeper integrations that help marketers extend the value of voice conversations across the entire customer journey,” said Gregg Johnson, CEO of Invoca.

Also Read: Dialpad Launches Call Center to Help Modern Businesses Build a Superior Customer Experience

“Calls are a critical touchpoint for our customers in considered purchase industries like financial services, insurance, healthcare and home services. Invoca enables marketers in these industries to connect offline conversations to the digital journey and deliver a better customer experience, and we look forward to working with them to create shared customer value,” said Cody Crnkovich, head of platform partners and strategy, Adobe.

As a Premier-level partner, Invoca’s solutions will be tightly integrated with current and future Adobe solutions. Invoca is the only call intelligence provider that currently integrates with four Adobe Experience Cloud products including Adobe Analytics and Adobe Audience Manager in Adobe Analytics Cloud, Adobe Advertising Cloud, and Adobe Target, part of Adobe Marketing Cloud.

Recommended Read: Sales Performance Gap: The #1 Reason VPs of Sales Miss Their Revenue Targets