A marketing agency with nothing to hide
Texas-based Brand Ranch Media always operates above board. The agency believes in spending client marketing dollars as if they were their own. And they use CallRail to prove their commitment to accountability is genuine.
“The proof is in the pudding,” says Jimbo Fogarty, the agency’s Chief Idea Farmer. “If your agency is doing a good job, you want your clients to have CallRail. We want to prove our ROI to clients, plus CallRail helps us to brag about ourselves.”
Brand Ranch uses CallRail Call Tracking to fine-tune where ad dollars are spent. “Clients love it,” notes Jimbo. “We can tell which phone calls—and leads—came from which source, immediately identify trends, and then reallocate dollars from inefficient parts of the media mix to those making a better return on investment.”
Michael Palmer, the agency’s Director of Digital Marketing and Strategic Growth, calls CallRail “the standard and the leader in Call Tracking. Working with them has been a great experience. We have customers using CRMs that try to emulate what CallRail does, but they just can’t.”
Another thing Brand Ranch clients love: Access to insights from calls with customers and prospects immediately surfaced by AI. “Artificial Intelligence is moving into everything we do in marketing and advertising, and CallRail has really been ahead of the curve there,” notes Jimbo.
AI delivers “pretty darn accurate” insights in an instant
Launched in 2016, CallRail Conversation Intelligence is powered by AI purpose-built to understand speech. How does it work? “Conversation Intelligence uses AI to process call transcripts and mark them as qualified or unqualified,” explains Michael.
The results— which are “pretty darn accurate,” according to Jimbo—are then used to prioritize lead follow-up and automatically optimize each client’s ad spend. “Conversation Intelligence sends lead information to Google, and Google's AI targets users similar to those considered good leads.”
But that’s just the tip of the AI iceberg. “As soon as a call ends, we can tell the tone and quality of the conversation without ever listening to a recording,” adds Jimbo. When they notice room for improvement, Brand Ranch can quickly dig deeper to identify causes and recommend solutions to clients and their frontline teams.
Now Premium Conversation Intelligence features make it even faster and easier for Brand Ranch and its clients to understand call outcomes at a glance: Call summaries provide three- to-five sentence takeaways from every call, while call sentiments automatically categorize conversations as positive, negative, or neutral.
Using AI to build better frontline teams
To Michael, Conversation Intelligence is a game changer for marketers looking to offer a leg up to frontline teams. “It’s super-important to our clients. They use it to improve customer service without having to sit there and listen to calls. It gives them a better pulse on their business.”
For some industries, real-time visibility into call handling — and the ability to coach reps on the spot — can mean the difference between landing or losing a lead. Jimbo cites home service businesses as an example: “How you answer the phone is especially important to them.” That’s why he shares AI-pinpointed teaching moments with his clients.
“When a client can go in and listen to what I’m telling them, it gives us a lot of validity. And sometimes it opens their eyes.”
“Greater insight into what’s really happening”
Asked about the impact of CallRail on Brand Ranch, Michael says, “The quality of our ad campaigns improved. Our client revenue improved. Even when people weren’t spending money, we continued to grow. We told our clients, ‘Conversation Intelligence was the tool that helped you achieve that growth.’
“CallRail allows for transparency between Brand Ranch and our clients. It provides greater insight into what’s really happening. Through Conversation Intelligence, our clients save some time by not having to sit there and listen to calls, and because CallRail integrates with Google Ads and Bing Ads, its AI talks to those platforms and automatically improves the performance of their campaigns.”
Jimbo adds, “We don’t do any campaigns for clients without CallRail. If you’re doing digital marketing, you’ve got to have it.”
Prove your marketing results. Try CallRail free today.
