Iulian Nitulescu of INVOX tells us about its call tracking software.
First of all, how are you and your family doing?
Iulian Nitulescu: Thank you for asking. We are doing fine, healthy and happy.
Tell us about you, your career, and how you founded INVOX.
Iulian Nitulescu: I am a veteran in marketing and advertising with 15 years of experience. I was sales advertising for two of the largest publications in Romania. I have created websites and managed PPC campaigns for some small and medium businesses.
INVOX is a call tracking software that has come to life as a solution to a real problem in the marketing performance market. It all started from the Peter Drucker quote, “If you can’t measure it, you can’t improve it.”
Measuring phone call conversion is an extremely important process in optimizing costs and marketing results for some businesses such as real estate, healthcare, law offices, cleaning services, car rental, automotive, travel, and eCommerce. Phone call conversions can even reach 85% of all conversions for some of these industries. In the lead generation process, if these businesses do not measure the phone calls, it is practical as if they are allocating the marketing budget with their eyes closed, hoping for a positive ROI.
How does INVOX market its product/services online?
Iulian Nitulescu: We use LinkedIn, Google Ads, and organic channels, but most customers come from our partner agencies and the recommendations of our customers.
How the coronavirus pandemic affects INVOX, and how did you get through?
Iulian Nitulescu: Few businesses have not felt the impact and restrictions generated by COVID, and we have also felt a slight slowdown in activities, especially in lockdown. Even with this slowdown, we have managed to have an increase in turnover both in 2020 and in 2021. We started the year 2022 optimistic with an increase of 30% compared to the first quarter of last year, and we hope to end this year with a 100% increase in turnover.
What specific tools, software, and management skills are you using to manage your online marketing?
Iulian Nitulescu: We use Jira for project management, Pipedrive for customer relationship management, and for digital marketing, we use Google Ads, Google Analytics, Google Data Studio, Google Tag Manager, Google Search Console, and obviously INVOX.
Who are your competitors? And how do you plan to stay in the game?
Iulian Nitulescu: In recent years, there have been more competitors in the call tracking industry, but the big players are those in the US, who own 45% of the call tracking market. However, there are some big players in Europe, and I am sure that INVOX Call Tracking will be one of them in the near future because we will continue to make the product better and develop new features that will make our customers’ lives better.
Your final thoughts?
Iulian Nitulescu: We are humbled and happy to be part of the performance marketing ecosystem, which is in continuous accelerated growth.