WhatConverts Grows Global with Voxbone's International Coverage
The Call Tracking Provider was able to scale its existing CPaaS solution internationally with the help of Voxbone's network coverage and phone numbers
WhatConverts has spent the past six years building an international brand for its lead tracking and management system. Bootstrapping an 8-person business from the US to new markets throughout EMEA and APAC takes no small amount of drive and determination. It also takes a winning product with the right tech to reach new customers internationally.
After using Twilio to great effect domestically, the WhatConverts team became increasingly frustrated in their attempts to scale the CPaaS (Communications Platform-as-a-Service) to new markets.
But they didn’t want to throw the baby out with the proverbial bathwater by starting again with a new provider. That would mean losing the existing Twilio code base they’d built for their call tracking services, not to mention all the features they’d come to rely on.
Instead, WhatConverts was able to leverage the platform’s support for Bring Your Own Carrier (BYOC), and the open principles on which Voxbone’s global voice network is built, to rapidly integrate Twilio with our best-of-breed SIP trunking service – extending the platform’s reach and cutting their communication costs in an instant.
Building an International Brand for WhatConverts
As a leading provider of call tracking services, WhatConverts is trusted by marketers around the world and across every major vertical to measure the effectiveness of their campaigns. It centralizes attribution data for numerous channels including calls, forms and chats into one easy-to-use system that provides a range of reporting and intelligence support.
Today, the platform is used to track more than 4 million leads every day and over 10 million user actions a year – delivering a typical increase in client ROI of 30%. For WhatConverts Co-Founder Jeremy Helms and his team, the key to success has been utilising their own expertise in marketing to build solutions that directly address the biggest pain points faced by the industry.
“I come from a marketing background and a recurring theme of that world is an inability to get a clear understanding of what’s working and what’s not without the correct tools. The thing you keep coming back to is the reporting,” he explains.
“We built WhatConverts to provide one centralized platform that could handle all the data required to better understand your business’ leads. You can evaluate your spend and track it down to the specific user.” WhatConverts does this and more, providing an advanced report builder and scheduler not to mention whitelabelled solutions.
Starting Out with CPaaS
Given that call tracking is at the heart of WhatConverts, assembling the right communications stack has been vital to business growth. Helms explains: “We started with Twilio and still use them today. But as we expanded, we found a need that Twilio wasn’t really filling in the international area. Numbers were more expensive. Their inventory wasn’t as robust.”
The company was first attracted to Twilio because of the amount of manipulation it needs to carry out on the majority of calls coming into its platform – from IVR geo-routing to call whispering and plenty more. “We could have created our own PBX, but that’s a lot of work. It made more sense to route through Twilio,” explains Helms.
The strength of Twilio and other CPaaS solutions lies in the platform-level functionality and API support that they offer. They tend to be feature-packed and come with bundled coverage. But these providers are not operators, so the default call plans will usually be made up of aggregated coverage.
Coverage, Compliance & Cost Constraints
With aggregated coverage, calls are often routed on a least-cost basis, meaning quality can become unpredictable; often dependent on the underlying carrier being used to complete the call.
There’s also no visibility into how many network hops between different providers a call makes on its journey from Point A to Point B. Because you have no control over the underlying provider, there’s a greater risk of running into service disruptions or disconnections due to non-compliant operators.
But arguably the biggest downside is the margin stacking that comes from having two, three or more providers involved in the chain and just serves to drive up costs. Ultimately this bundled approach to platform and voice infrastructure is why WhatConverts started running into quality and cost issues as it looked to expand beyond the US with Twilio.
Add this to the fact that the bundled telephony solution did not provide comprehensive coverage throughout Europe, and WhatConverts was left looking for a new solution to support its continued growth.
Unlocking More Value from CPaaS with Voxbone
Voxbone is able to overcome these challenges at the infrastructure level. Working with us has helped WhatConverts bring its platform to 25 countries across North and South America, Europe and Asia.
“With Voxbone, we’ve been able to drive increased retention among our current international customers,” says Helms. “Quality’s great. Reliability is great. Coverage is better than anywhere else I’ve found. And the interface is easy to deal with as well.”
As a global provider with national operator status in over half of the 65 markets that we serve, our network is interconnected directly with the national PSTN/SIP infrastructure in each of these countries so we can deliver a non-aggregated service with calls being delivered in the minimum possible number of hops.
That means cheaper routing, better quality and more reliability.
This is most apparent in the 34 countries where we offer full PSTN replacement, offering in-country routing on all inbound and outbound calls for a service that offers feature parity with local incumbents, but can be accessed from any location via the cloud.
Our coverage spans 93% of the global economy and our global meshed network provides full resilience, with strategically-placed, geo-redundant points of presence (PoPs) throughout the US, Europe and APAC to ensure we always deliver calls with the lowest possible latency.
WhatConverts Rapidly Integrates Twilio and Voxbone
Ordinarily, it would be a big ask to keep all the things you like about your current provider but replacing the bits you don’t with the benefits of a new partner. To then actually save money while doing so might sound like a case of having your cake, eating it and still having enough left over for a second helping.
To then do all that without some sort of master baker on hand? Forget about it. However, that’s the beauty of the open environment for SIP-based communications. Different platforms can easily interface with one another. And you don’t even need to be a telco expert to get it set up.
Because of the small size of the team at WhatConverts, Helms was originally the only member of the team with programming experience and was responsible for managing the telco side despite not having a telco background.
Still, it was easy for him to build the right communications stack for WhatConverts to grow global – in this case, by integrating their Voxbone numbers into the Twilio platform. Doing so enabled the company to cut the cost of their communications while scaling their Twilio codebase to markets the platform couldn’t natively reach.
As a result, the number of minutes used on their platform for call tracking has doubled since last year. With Voxbone and Twilio, Helms believes the company has the pieces in place to start “scaling aggressively” and continue to double usage each year for the next three years. “At least that’s our goal,” he says confidently.
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