Southern Sheeting, the East Grinstead roofing and cladding merchant, has implemented AI-powered conversation analytics across the hundreds of customer calls it handles every week.

The move, which replaces Southern Sheeting's previous call tracking provider, brings AI-powered conversation analytics into the business for the first time, and aims to convert buyer conversations into closed sales and connect marketing spend to the revenue it actually drives.  

Every week, Southern Sheeting handles hundreds of buyer conversations across its three UK depots. The products are complex and the buyers are high-consideration. Most pick up the phone before they buy. Until now, Head of Marketing Jo Morfield could only hear half of those calls from her seat next to the sales team. The buyer's side of the conversation was invisible.

With the new system, Invoca, that visibility opens up. The AI software analyses hundreds of signals from every conversation in real time, turning unstructured calls into structured data the whole business can act on. 

"Buyer conversations are the richest source of intent data a marketing team has, and most businesses are barely using them," said Peter Isaacson, CMO at Invoca. "Southern Sheeting is doing what the next generation of revenue leaders are doing: turning every conversation into intelligence that grows the whole business."

Southern Sheeting is putting Invoca to work in three ways:

  • Using the buyer's side of the call. AI-powered conversation analytics capture what buyers ask, how enquiries are handled, and where sales stall across all three depots.
  • Closing the loop between marketing spend and revenue. Conversation data flows back into PPC, SEO, and the website, connecting digital investment to the offline sales it actually drives.
  • Future-proofing for AI-driven search. The richest source of buyer intent the business has is now structured data that can sharpen product pages and content for an era where LLMs (Large Learning Models - AI chat bots) increasingly shape research.

For Morfield, the value lands in two places at once: the marketing team's data and the buyer's experience.

"With Invoca, I can prove exactly what the website is driving offline," said Morfield, "and improve both our digital content and the experience our customers have when they call.

"What excites me most is building a library of product-specific conversations: filtering everything mentioned on a specific product, understanding what customers are repeatedly asking, and using that to fill the gaps on our website," she continued. "Construction is not an industry known for its forward-thinking digital stance. Our work with Invoca is about getting ahead of that curve and making our website a genuinely authoritative source before our competitors do."