CallRail specializes in helping SMBs and SMB marketing agencies with call attribution, analytics, and other actionable data that allows them to make better marketing decisions. We had an enlightening conversation with Jason Rozenblat, VP of Sales at CallRail, on call tracking metrics, especially when used alongside technology like call recording, transcription, and routing.
Jason Rozenblat, VP of Sales, CallRail
How CallRail Began
Fit Small Business (FSB): How did CallRail get started?
Jason Rozenblat: CallRail got started back in 2011. It was founded by Andy Powell and Kevin Mann, two guys from Georgia Tech, here in Atlanta.
Andy had his own business, which is still being run today by his wife. This business is a directory of BMW repair shops. Andy built this directory for himself and other people like him who collected BMWs as a hobby and struggled to find BMW repair shops. Over time, more and more BMW repair shops began adding their information to the directory, and then he started charging them to add their listings.
Eventually, he needed to show these shop owners proof that they were getting business from their listing, so he and Kevin created a tool to show return on investment (ROI). This tool is now CallRail and evolved from there over time. It has grown to be a leader in the call tracking and call attribution space.
CallRail Removes Roadblocks to Actionable Ad Intelligence
FSB: So, what would you say is CallRail’s value proposition?
Rozenblat: What CallRail does really well is that it gives small businesses and data-driven marketers the opportunity and the ability to optimize all of their advertising campaigns, increase sales effectiveness, and ultimately improve customer retention. We do this all while making the technology easy to use and easy to set up. We are obsessed with making our product as easy to use and set up as possible right out of the gate so our customers can get value as soon as possible without needing tech skills.
Business Intelligence Services Can Offer More Than Raw Data
In the course of our conversation, we talked about what makes CallRail unique. Rozenblat revealed that CallRail was not solely focused on call tracking or call analytics. Their focus and their evolution is on the full lead acquisition experience of marketers and small business owners.
FSB: What would you say makes CallRail unique besides being easy to use, and what are some other features and tools that make it stand out?
Rozenblat: We’re thinking about the entire experience. There are some players that only think about call tracking and others that focus solely on analytics. We look at these things plus other types of data like sources of completed forms on our customers’ websites and the quality of phone calls generated. We also realize that to provide a good solution to marketers and small business owners, we’ve got to be able to provide a lot of features that integrate with other tools marketers are already using. We have the ability to integrate with a lot of other apps.
CallRail Helps SMBs Pinpoint Marketing Efforts That Work
FSB: There are tons of analytics tools out there for small to medium-sized businesses (SMBs). How does CallRail stand out among these other tools?
Rozenblat: We’re trying to help SMBs and marketing agencies figure out what’s working. We’re providing answers to questions like, “Where did that call come from? What was the quality of the call? Did we route the call properly? How well did the agent receive it?” We’re getting to the nitty-gritty of what’s happening from the point of an online search.
We’re evolving to a full attribution tool for SMBs from starting out as a call tracking tool. We realize that some businesses don’t want to get phone calls; some want to use chats or have prospects fill out forms on their websites.
We’re pulling everything together to give marketers and small business owners a full picture, or 360-degree view, of where their leads are coming from, and to provide a true cost per lead. Now they’ll know exactly which marketing channels are driving not just the most leads, but the best quality leads, and which ones are actually resulting in sales so they can readjust their marketing dollars.
We’re also making this technology affordable for SMBs and easy to use so they can gain value right away.
Why SMBs Need 360-Degree Views of Lead Acquisition
FSB: It sounds like CallRail features provide small business owners a ton of valuable insights. Tell me, why is it important to have a 360-degree view of lead acquisition, and why are analytics, attribution, and data important factors?
Rozenblat: It really goes back to our value proposition. We give small businesses and marketers the ability to optimize their advertising campaigns, increase sales effectiveness, and improve customer retention. Having a 360-degree view of how you’re acquiring leads helps you do all three of these things. And focusing on analytics, attribution, and data gives our customers a more complete picture, helping them make better decisions about how to invest their marketing and advertising dollars.
Sales Metrics CallRail Recommends You Monitor
FSB: As a sales leader, what do you think are the core sales analytics small businesses should be paying attention to?
Rozenblat: As a sales leader, I learned a few years ago that you can’t manage revenue because it’s a lagging indicator, but what you can manage are the sales activities that lead to revenue, e.g., prospecting, the number of proposals you’re sending, the number of phone calls you’re making, sending email, and your pipeline. I’m in Salesforce every single day, all day long, looking to manage those metrics that I can put in front of my team and say, if we do really well at these things, everything else will follow.
All of these features are important, whether it’s the whisper technology or sending the right lead to the right agent at the right time. They’re important not only in generating more leads and a higher quality of leads, but also in creating the best possible customer experience. What happens when you have a better customer experience is that you have a higher likelihood of getting a sale.
Who Business Intelligence Services Are Best For
FSB: Who is the typical CallRail customer? Who’s your target audience?
Rozenblat: Our primary customers are marketing agencies that serve small to medium-sized businesses. These agencies manage a lot of customers. They do a lot of co-marketing and co-selling. We also have small business clients that come from industries that include automotive, legal, healthcare, and home services. They spend a lot on ads and want to know that they are making the best use of their marketing and advertising dollars. Those are our main customers, but our customer base ranges from Fortune 100 companies to small mom-and pop-shops.
How CallRail Maximizes Ad & Outreach Efficiency
FSB: What are the main CallRail features and how do they work?
Rozenblat: Our main feature categories include call attribution, call routing, call management, and call analytics. Another important feature is our ability to integrate with tools most of our customers are already using, like Salesforce, HubSpot, and Google Analytics. We also offer phone numbers and a hosted interactive voice response (IVR).
Here’s a bit more information on some of our features and how they work:
Call Attribution Tracking
Our call attribution features help our clients identify which channels leads to calls. These features track calls by campaign and even drill down to the keyword level so our clients know which organic keywords their customers searched or the pay-per-click (PPC) ad they came from.
This works by assigning a dynamic phone number to individual website visitors and tracking which campaign or keyword led them to the site. We even offer the ability to track both online and offline sources of campaigns. We also offer the ability to track where completed website form submissions come from.
We help our clients manage calls. Some of our clients have call centers and others may be using cell phones. Call management features include anti-spam where we block robocalls. This saves them time from answering calls they don’t want.
We also offer a call whisper feature so that when a prospect calls, you’ll know why they’re calling before they’re connected to you. For instance, if they typed in a keyword and call you, there will be a message that only you can hear that announces the keyword they searched on. This allows you or your sales team to have better, more tailored conversations.
The call routing features we offer allow our customers to handle calls more efficiently. For example, we offer responsive call routing, which is where we allow our customers to route calls based on prospect behavior. These calls could be routed to specific sales teams based on actions the prospects took on their website, the source they came through, or the keyword they used.
We also offer geo-routing, which is where we offer the ability to route calls based on geographic location. This feature can be used to route calls to the nearest retail location or to the closest sales agent. Another feature we have is a fully hosted IVR, where our customers can configure IVR settings and have calls routed based on prompts.
Because so many business owners, sales teams, and marketers work on the go, we have a mobile app that allows you to view and keep track of your leads. The app allows you to listen to call recordings, return phone calls, and view lead data.
CallRail integrates with major customer relationship management (CRM) and analytics providers like Google Analytics, Google Ads, Salesforce, and HubSpot. Here’s how a couple of our integrations work. Google Analytics users can use their own account, to which we will send call tracking data. From their Google Analytics account, they can view their call tracking data along with other data points and details provided within their Google Analytics account.
Our clients using HubSpot can benefit from creating leads based on phone calls. A lead is created in HubSpot and call recordings can even be accessed in the platform. It’s a big priority for us to expand our number of out-of-the-box integrations based on customer feedback as well as to make our current integration functionality stronger, just like our integrations with Google.
Our call analytics features include call recording, call transcription, reporting, and conversation intelligence. Here’s how a few of these tools work. Our clients can play back call recordings before returning a phone call, before sending an email, or before other communication so the communication is relevant and within context.
Recordings can also be used internally for coaching opportunities to make future sales calls better. Conversation intelligence and call scoring features help evaluate call quality in an automated way without having to listen to every call, and when used along with the call attribution feature, our clients have the ability to see where their highest quality calls are coming from.
CallRail Uses Its Features Too
FSB: CallRail offers a robust set of features that are really beneficial in marketing and sales planning. Does CallRail use its own technology and if so, what features do you find particularly helpful?
Rozenblat: The CallRail features that I like to use are the call recording and call transcription features. One of the things I like most about inside sales versus outside sales is that with inside sales, I can record calls and play back the recordings to be more effective at coaching my team. The call transcription lays out all the highlighted words, and I can do searches for keywords, which is key for improving calls for our sales agents. It’s also great for scoring calls as well.
CallRail Is an Affordable Call Attribution Solution for SMBs
FSB: CallRail provides a ton of value. Is it really affordable for SMBs?
Rozenblat: Our published prices start at $30 per month and go up to $120 per month. But we allow our customers to customize their own plans based on usage and the features they want. We had one customer who had been spending around $150 per month with us. As their usage increased, so did their monthly fees. They valued our service because they attributed their best leads to CallRail, so we customized a plan and pricing for them based on their needs, usage, and budget.
What CallRail Does for Small Businesses
CallRail empowers SMBs and marketing agencies working with small to medium-sized businesses with call attribution, analytics, and actionable tracking information to make better decisions about how and where to invest their marketing and advertising dollars. It also provides tools to enhance the customer experience, like Call Whisper and Call Routing. The combination of these features increase the likelihood of closing deals.
For more information on CallRail and how they can help your business, visit the CallRail website. There you’ll get more details about each feature category and case studies to give you an idea of how their tools work in action.
Smarter marketing and better customer experiences increase the odds of closing deals and creates a foundation of repeat business and referrals. Having the right call tracking metrics and being able to use it is key for SMBs in today’s extremely competitive marketplaces.