Ifbyphone raises $30M & buys call analytics company Mongoose Metrics

by Garrett Reim
September 11, 2014
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Ifbyphone, an automated sales and service call platform, has just raised $30 million and has acquired Mongoose Metrics, a call tracking software company. Ifbyphone has a call platform that automatically dials on behalf of sales and service staff, leading to greater efficiency. The platform also tracks, measures and helps to optimize call performance. 
 
The acquisition of Mongoose Metrics will help Ifbyphone further build out it analytics capabilities. Mongoose has technology that integrates with web analytics, bid management, CRM, email marketing, testing and marketing automation platforms. Those integrations help companies attribute how effectively campaigns are driving call-ins. Mongoose also has a ‘Call Insight’ listening feature that aggregates call conversations to evaluate caller attitudes, compliance, opinions, trends, preferences and intents.
 
“Thanks to smartphones, phone calls have become the most powerful vehicle for driving revenue in virtually every industry, and businesses and agencies that generate, measure and optimize these high-value calls now have a tremendous competitive advantage,” said Irv Shapiro, CEO of Ifbyphone, in a statement. “By adding the impressive technology and third-party integrations from Mongoose Metrics to our Voice360 platform, Ifbyphone further extends our unique position in the enterprise market as the dominant provider of call tracking and voice-based marketing automation services and increases our value to our nearly 5,000 customers.”
 
Mongoose Metrics’ CEO Brad Reynolds will become a member of the Ifbyphone executive team and Mongoose Metrics’ Cleveland office will stay open, as a second location for Ifbyphone. The Cleveland staff will join Ifbyphone.
 
Including recent funding Ifbyphone has raised $60 million in total. This new round was led by a $15 million investment by NewSpring Capital. The rest of the round was made up of previous investors Apex Venture Partners, SSM Partners, Origin Ventures, River City Capital Funds, I2A and Spring Mill Venture Partners.
 
“CMOs today are under immense pressure to prove how marketing drives revenue growth,” said Glenn Rieger, general partner of NewSpring Capital. “Yet most CMOs shortchange their value because they don’t understand how their programs generate the most important revenue driver of all: inbound calls. Ifbyphone’s Voice360 platform is the only solution that calculates credit for the phone leads they generate while also controlling how calls get scored and routed to optimize sales opportunities, revenue and marketing ROI.”
 
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