eCommerce & Marketing


The leader in AI-powered conversation intelligence for revenue teams


Gregg Johnson, CEO

Colin Kelley, CTO


Santa Barbara, CA






Bonfire Lead

Company description

Invoca is the leader in AI-powered conversation intelligence for revenue teams that enables marketing, sales, customer experience, and eCommerce teams to understand and immediately act on the information consumers share via conversations. Through deep integrations with leading technology platforms, revenue teams can turn conversation data into automated action to enhance every digital touchpoint and human interaction, leading to better experiences, more conversions, and higher revenue. Invoca is trusted by top brands like Dish Network, Mayo Clinic, Mutual of Omaha, and 1-800-GOT-JUNK?.

Why solve this problem?

Brands work hard to collect data from every leg of the digital buying journey - from search engines to digital ads, websites and product pages. But when the customer leaves their website and picks up the phone, the trail goes cold. Conversation data is valuable because customers literally tell brands what they want and how to make them happy. Invoca unlocks conversation data to give brands a complete view of the buying journey and showing them the exact path to drive revenue. Invoca plugs this conversation data into everything else the brand knows from the digital journey, so they get a complete picture of what engages customers and ultimately, drives sales.

Hardest thing about being a founder?

It really hurts when a great co-worker decides to leave the company. We've enjoyed lower than average turnover, but the news still stings every time. We always want to keep the whole work "family" together.

Biggest piece of advice for aspiring founders?

Preserve options. You don't know what the future holds–especially in a startup–so keep business commitments as short as practical. It's worth a significant premium to not be locked into a plan you made years ago. That goes for real estate, software licenses, product inventory, AWS Reserved Instances...everything.

Most exciting moment so far?

Invoca had a breakout year of record growth and cemented our position as the market leader in Conversation Intelligence. The integration of DialogTech is exceeding our expectations with improved customer retention and expansion among DialogTech customers. We are thrilled with the strong adoption of Invoca for Sales and are proud to have been named a Leader in the Forrester Wave for Conversation Intelligence.

Why did you choose Bonfire?

The Bonfire team is grounded in the operational reality of what it takes to build a company. We viewed them as partners for long-term success, not just a source of early stage capital. And as we’ve grown the business to nearly $100M in revenue, the Bonfire team has evolved and adapted in how they add value as a partner – helping with everything from potential customer introductions to providing operational benchmarks and advice.

What’s it like to work with Bonfire?

We’ve worked closely with Brett Queener from the Bonfire team over the years. Any time we are making adjustments on our go to market approach - from something strategic like pricing and packaging to more tactical items like sales territory design - we’ve turned to Brett for feedback and advice. Our go to market team always comes out of those conversations smarter and more confident.