The W1 benchmark
Awareness sits where a category challenger sits before a sustained push. Sentiment among marketers who already know Invoca is the strongest in the set.
Invoca brand funnel
Aided awareness gap to Genesys, the most recognized brand in this category among B2B marketers. That gap is the room the campaign is built to close.
Awareness by company size
Enterprise
Mid-market
SMB
Why a baseline now
Invoca has strong recognition inside the accounts it already serves and thin recognition outside them. Unaided awareness of 11 percent and aided awareness of 34 percent give the campaign a floor nobody can argue with six months from now.
Awareness climbs with company size, so enterprise is the warmest starting point and mid-market is where broad reach has the most work to do.
Stage-by-stage conversion
The rates below the top of the funnel are healthy. The leak is at the entrance.
Conversion efficiency
Net sentiment among aware marketers
- Positive55%
- Neutral32%
- Negative13%
Small base shown for directional read. n=34 aware marketers of 300 total.
Reading the funnel at baseline
Once a marketer knows Invoca and starts considering it, movement toward investigation matches what the category leaders convert at. The constraint is recognition rather than persuasion, which points to an awareness campaign instead of a conversion one.
Where Invoca sits in the category
Full funnel against the conversation intelligence and contact center field, April through June 2026, n=300.
| Invoca | CallRail | DialogTech | Marchex | Genesys | Category avg | |
|---|---|---|---|---|---|---|
| Aided awareness | 34% | 61% | 43% | 39% | 72% | 50% |
| Consideration | 21% | 42% | 27% | 24% | 51% | 33% |
| Investigation | 13% | 29% | 18% | 15% | 36% | 22% |
| Usage | 6% | 21% | 12% | 9% | 27% | 15% |
| Preference | 7% | 22% | 11% | 8% | 25% | 15% |
Aided awareness ranking
Net sentiment by brand
Bar length is scaled for display. The value shown is the net sentiment score, not a percentage.
Where Invoca stands
Invoca is the least recognized brand of the five tested, which tracks for a company that sells into a considered enterprise buy rather than a self-serve one. The signal worth acting on is sentiment: among marketers who know Invoca, it leads every competitor in the set, including Genesys.
Recognition is the gap to close. Affinity is already built.
How marketers rate the buying attributes
Share of aware marketers rating each brand strong or very strong. Leader per attribute is tagged.
| Invoca | CallRail | Genesys | DialogTech | |
|---|---|---|---|---|
| Call attribution accuracy | 83%#1 | 66% | 58% | 61% |
| AI conversation analysis | 79%#1 | 51% | 64% | 55% |
| Revenue reporting depth | 74%#1 | 48% | 57% | 46% |
| Ease of implementation | 58% | 81%#1 | 39% | 62% |
| Price-to-value for SMB | 41% | 84%#1 | 33% | 57% |
| Contact center breadth | 55% | 34% | 88%#1 | 42% |
The attributes to own
Attribution accuracy, AI conversation analysis, and revenue reporting depth are where Invoca already rates ahead of the field, and they map directly to the product's real differentiators. Those are the messages the campaign can press with confidence.
Ease of implementation and SMB price-to-value are the soft spots. Both are competitive realities for an enterprise-grade platform rather than positioning problems, so the recommendation is to lead with revenue proof and address effort concerns in the consideration stage.
What aware marketers already associate
Unprompted attributes named by marketers who recognize Invoca.
Strengths to amplify
Barriers to address
Multi-response question. Marketers could name more than one attribute, so values do not sum to 100%.
Awareness by vertical
Healthcare
Financial services
Automotive
Home services
Telecom
Insurance
Brand statement agreement
The numbers every future wave reports against
Field W2 on the same instrument against the same audience, and the campaign's effect reads straight off the change.
W1 benchmark scorecard
What W2 should show if the campaign works
Targets shown for illustration. The value of the baseline is that lift becomes measurable, whatever the result.
How to read this baseline
This wave is built to be honest rather than impressive. Invoca starts with modest awareness among B2B marketers and the strongest affinity in the category, which is the most workable position a brand can hold going into a campaign.
The job from here is reach. The reason to measure now is that six months out, lift becomes a number instead of a feeling.