SEJxCallRail_10-22_Webinar_Slide-Deck.pptx

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© Confidential 2025
How AI Wins More
Customers &
Supercharges
Your Business
The Data Reveals:

3
How AI Wins More Customers &
Supercharges Your Business
The Data Reveals:

4
Laura Beussman
Chief Marketing
Officer
Ryan Johnson
Chief Product Officer
Meet Your Speakers

5
About CallRail
CallRail is the lead engagement
platform that makes it easy for
businesses to optimize their
marketing, attract quality leads,
and convert more customers.

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CallRail’s Proven Track-Record
v v
Top-rated by 220,000 businesses (and
counting)
allows us to give measurable
insights to our clients to prove our
conversions rates. It’s a game changer.
Bailey S., Agency Owner & CallRail Customer, G2
review
Founded in 2011, AI provider since 2016.

7
Do you currently work for a small
business or agency?
Audience Poll

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What You’ll Learn Today
v
See how we thought
about your lead
handling strategy in
the past, especially the
phone call. Then learn
about what cutting-
edge AI tools
marketers are using to
button up their
strategy.
The past &
future of lead
handling
v
How to use AI to
uncover the holes in
your own marketing
strategy and identify
quick-wins to become
more effective and
efficient.
Gaps in your
own marketing
strategy
v
In this section we will
be taking a deeper
dive into the major
challenge, explaining
the solution, and
showing you some
real-life examples.
How to refresh
your lead
strategy
v
Learn AI tools that are
available to you today
to help you capture,
track, analyze, and
convert every lead
before they move on
to your competition.
AI tools that will
help you beat
your
competition

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Are You Currently Using AI To Generate
And Convert Leads?
Audience Poll

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How Can You Close The Gaps
Between Leads And Results?
▪ Unclear or low ROI
▪ Rising CPL
▪ Ineffective lead handling
The Problem
▪ Spending more ≠ growth
▪ Misalignment in lead handoff
process
The Paradox
▪ Shared accountability
▪ High quality, high intent, low
cost leads (often calls)
▪ Handle leads effectively
The Solution
Transparency and shared visibility becomes key

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Common AI Objections
“I already
have a team
that does
this.”
“I don’t
trust AI.”
“I’ve already
tried AI.”

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It’s not about AI.
It’s about what you do with it.
We Always Say

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AI Outcomes for Marketers
Enhanced
transparency &
data
Prioritize &
Optimize
Conversations
Foster Collaborative
Roles & Responsibilities

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Speaking Of Conversations
Of Customer Interactions
Happen Over The Phone.
92%

15
What Percentage Of Customers Whose
Calls Go Unanswered Will Not Call Back?
Let’s Test Your
Knowledge!

16
How We Thought About Calls In The Past…
Inefficient Time
consuming
Only
quantitative
Hard to
track &
analyze

17
Calls: The richest source of intelligence.
Source: CallRail data across calls, text, SMS, and forms submissions.
Average words per session

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Inbound Calls = Your Best Leads
High buying
intent
Consent Efficient
conversion
path
Robust
usage

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The Current Phone Call Era: Marketing Must Haves
Call attribution
Call recording &
transcription
Lead qualification
CRM integration
Marketing ROI

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The Next Era With AI: Uncover Phone Call Insights
Call attribution Buying intent
Call recording 24/7 call answering
Lead qualification
Sentiment
CRM integration Next steps & feedback
Marketing ROI Call outcomes
Keywords, phrases Trends across calls

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Complete Comfort: Thank you for calling Complete Comfort, this is
Mark speaking. How may I help you today?
Danielle: Hi, I need someone to come take a look at my hot water
heater. I think there's something wrong with it.
Complete Comfort: I'm sorry to hear you're having trouble with your
hot water heater. Can you tell me a bit more about what's happening?
Danielle: Well, lately I've been smelling gas in the house, especially
when the hot water is running. I had the gas company come take a look
yesterday and he said it's backdrafting carbon monoxide when the
burner turns on. He recommended looking at a direct vent water heater.
Complete Comfort: That does sound concerning. Carbon monoxide is
a serious matter and one where you want to involve your gas company.
I'm glad you had it inspected right away. Replacing your current water
heater with a direct vent model would resolve the backdrafting issue.
Here's what I can do to get the ball rolling:
First, I will enter a service request for one of our technicians to come
inspect your current system. They can confirm if a replacement is
needed and provide a quote for the new equipment and installation.
For a direct vent replacement, we typically recommend tankless water
heaters. These are very efficient and safe. We offer models from top
brands like Rheem, Bradford White, and Navien. The technician will go
over the different options to choose the right size and specifications for
your home.
Once we have a quote, we can schedule a time that's convenient for you
to have our team come replace the old water heater. We know hot
water is essential, so we'll make sure the work is done as quickly as
possible. Our technicians are highly trained and experienced, so you'll
be in good hands.
Does this plan of action make sense? I want to make sure we get this
taken care of for you in a timely manner.
Danielle: Yes, that all sounds good. I definitely want to get this fixed
right away, it makes me really nervous having carbon monoxide in the
house. How soon could you have someone come for the inspection and
quote
Complete Comfort: I completely understand, we don't want you
exposed to that for any longer than necessary. Let me take a look at our
schedule...
It looks like we have availability for a technician to come tomorrow
morning, say around 9 or 10 AM. Would either of those times work for
you?
Danielle: 10 AM tomorrow would be perfect. I'll make sure I'm home to
let him in.
Complete Comfort: Great, I have you scheduled for an inspection at 10
AM tomorrow. The technician will call when he's on the way and make
sure you have safe levels of CO in your home.
After assessing your current system, he'll provide a detailed quote for
replacing the water heater. Please let us know if you have any
preferences on tankless vs. tank models or particular brands - we can
factor that into the recommendations.
Once you review the quote and decide how you'd like to proceed, just
give us a call back and we can get your new direct vent water heater
installation on the books. We typically can install within a few days of
ordering equipment.
Danielle: Ok, that all sounds good. As long as it's a direct vent tankless
model that will prevent the backdrafting, I'm fine with your team
choosing whichever make and model you recommend. Thanks for
getting someone out here so fast.
Complete Comfort: You're very welcome. We know how stressful and
dangerous this situation is, so we aim to provide prompt solutions.
Before I let you go, could I just confirm your zip code? That ensures we

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Use AI Purpose-built For Voice With Superhuman
Accuracy
Call Transcript
Complete Comfort: Thank you for calling Complete Comfort, this is Mark speaking. How may I help you today?
Danielle: Hi, I need someone to come take a look at my hot water heater. I think there's something wrong with i
Complete Comfort: I'm sorry to hear you're having trouble with your hot water heater. Can you tell me a bit more about
what's happening?
Danielle: Well, lately I've been smelling gas in the house, especially when the hot water is running. I had the gas company
come take a look yesterday and he said it's backdrafting carbon monoxide when the burner turns on. They recommended
I getting it looked at and potentially replaced with a direct vent water heater. So it's turned off now on pilot, so it's okay.
But I was hoping you guys were open. I didn't know if I needed to wait to see about you guys coming out and just
changing this water heater out to a direct vent water heater. So that's not an emergency. Yeah, I need hot water, but it's
not an emergency.
Complete Comfort: That does sound concerning. Carbon monoxide is nothing to mess around with. I'm glad you had it
inspected right away. Having it looked at and potentially replacing it with a direct vent heater is something one of our
technicians can look at. I know that you said that it's not really an emergency or whatsoever, but we definitely want to
make sure. Then you'll know exactly what you need to do and have an idea of how much the price will be to go ahead and
get that switched out for a new water heater. Here's what I can do to get the ball rolling:
First, I will enter a service request for one of our technicians to come inspect your current system. They can confirm if a
replacement is needed and provide a quote for the new equipment and installation.
For a direct vent replacement, we typically recommend tankless water heaters. These are very efficient and safe. We offer
models from top brands like Rheem, Bradford White, and Navien. The technician will go over the different options to
choose the right size and specifications for your home.
Once we have a quote, we can schedule a time that's convenient for you to have our team come replace the old water
heater. We know hot water is essential, so we'll make sure the work is done as quickly as possible. Our technicians are
highly trained and experienced, so you'll be in good hands.
Does this plan make sense? I want to make sure we get this taken care of for you in a timely manner.
Danielle: Yes, that all sounds good. I definitely want to get this fixed right away, it makes me really nervous having carbon
monoxide in the house. How soon could you have someone come for the inspection and quote?
Complete Comfort: I completely understand, we don't want you exposed to that for any longer than necessary. Let me
take a look at our schedule...
Transcript
Highlights:
▪ “Hot water heater is backdrafting
carbon monoxide.”
▪ “Gas company is involved.”
▪ “Appointment as soon as possible.”
▪ “Fix or replace?”
6 Min 21 Sec, 825 Spoken Words

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Complete Comfort: Thank you for
calling Complete Comfort, this is
Mark speaking. How may I help you
today?
Danielle: Hi, I need someone to
come take a look at my hot water
heater. I think there's something
wrong with it.
Complete Comfort: I'm sorry to hear
you're having trouble with your hot
water heater. Can you tell me a bit
more about what's happening?
Danielle: Well, lately I've been
smelling gas in the house, especially
when the hot water is running. I had
a technician come take a look
yesterday and he said it's
backdrafting carbon monoxide
when the burner turns on. He
recommended I get it replaced with
a direct vent water heater.
Complete Comfort: That does sound
concerning. Carbon monoxide is
nothing to mess around with. I'm
glad you had it inspected right away.
Replacing your current water heater
with a direct vent model would
resolve the backdrafting issue.
Here's what I can do to get the ball
rolling:
First, I will enter a service request
for one of our technicians to come
inspect your current system. They
can confirm if a replacement is
needed and provide a quote for the
new equipment and installation.
For a direct vent replacement, we
typically recommend tankless water
heaters. These are very efficient and
safe. We offer models from top
brands like Rheem, Bradford White,
and Navien. The technician will go
over the different options to choose
the right size and specifications for
your home.
Once we have a quote, we can
schedule a time that's convenient
for you to have our team come
replace the old water heater. We
know hot water is essential, so we'll
make sure the work is done as
quickly as possible. Our technicians
are highly trained and experienced,
so you'll be in good hands.
Does this plan of action make sense?
I want to make sure we get this
taken care of for you in a timely
manner.
Danielle: Yes, that all sounds good. I
definitely want to get this fixed right
away, it makes me really nervous
having carbon monoxide in the
house. How soon could you have
someone come for the inspection
and quote?
Complete Comfort: I completely
understand, we don't want you
exposed to that for any longer than
necessary. Let me take a look at our
It looks like we have availability for a
technician to come tomorrow
morning, say around 9 or 10 AM.
Would either of those times work
for you?
Danielle: 10 AM tomorrow would be
perfect. I'll make sure I'm home to
let him in.
Complete Comfort: Great, I have you
scheduled for an inspection at 10
AM tomorrow. The technician will
call when he's on the way and make
sure you have safe levels of CO in
your home.
After assessing your current system,
he'll provide a detailed quote for
replacing the water heater. Please
let us know if you have any
preferences on tankless vs. tank
models or particular brands - we can
factor that into the
recommendations.
Once you review the quote and
decide how you'd like to proceed,
just give us a call back and we can
get your new direct vent water
heater installation on the books. We
typically can install within a few days
of ordering equipment.
Danielle: Ok, that all sounds good.
As long as it's a direct vent tankless
model that will prevent the
backdrafting, I'm fine with your
team choosing whichever make and
model you recommend. Thanks for
getting someone out here so fast.
Complete Comfort: You're very
welcome. We know how stressful
and dangerous this situation is, so
we aim to provide prompt solutions.
Before I let you go, could I just
confirm your zip code? That ensures
we dispatch the nearest technician
with the shortest travel time.
Danielle: It's 97504
Complete Comfort: Perfect, I have
all the details I need to get your
service scheduled. If anything
changes or you have any other
questions in the meantime, don't
hesitate to give us a call. Our office
is open 8am to 5pm Monday
through Friday.
Danielle: Ok great. I'll talk to you
soon once I have the quote. Thanks
again! This makes me feel so much
better knowing it will get fixed
quickly.
Complete Comfort: You're very
welcome! We're happy help get your
water heater issue resolved. Speak
soon, Danielle. Have a great rest of
your day!
Danielle: You too, bye!
Complete Comfort: Goodbye!
Alex speaking. How can I assist you
today
Danielle: Hi, this is Danielle again. I
spoke with someone earlier this
week about having my water heater
inspected and replaced.
Complete Comfort: Ah yes, Danielle.
I see in our notes here that we had
scheduled a technician to go assess
your water heater on Tuesday. Were
they able to come take a look?
Danielle: Yes, the technician did
come on Tuesday morning. He
confirmed the water heater was
backdrafting carbon monoxide
when the burner ignited. He
recommended replacing it with a
tankless direct vent model and left
me a quote.
Complete Comfort: Okay, great that
he was able to inspect it and provide
a replacement quote. Have you been
able to schedule the installation yet?
Danielle: Well, that's why I'm calling
back. I authorized the work and was
told someone could come replace it
on Thursday. But no one showed up
or called. I waited around the house
all day and didn't hear anything. I
tried calling a couple times
yesterday too but had to leave
messages.
Complete Comfort: I sincerely
apologize for the missed
appointment and lack of
communication. That is completely
unacceptable customer service. Let
me pull up your file and see what
happened...
I'm very sorry about this - it looks
like your installation work order
failed to be properly scheduled in
our system after you approved it. I
take full responsibility for dropping
the ball. You never should have been
left hanging like that.
Danielle: I have to be honest, I'm
quite upset. You all seemed very
concerned about the dangerous
carbon monoxide situation when I
first called. But then I hear nothing
for days and no one shows up? It's
extremely frustrating.
Complete Comfort: You have every
right to be upset. We let you down
after you trusted us to fix this
promptly. Carbon monoxide is
deadly serious and it was wrong that
we did not prioritize your service call
accordingly.
I want to make this right. If you still
need a new direct vent water heater
installed, I will personally ensure we
get a technician dispatched
immediately. Whatever day and time
is most convenient for you.
Danielle: I do want to get this fixed
ASAP, the smell seems to be getting
worse. I just hope I don't have to go
through something like this again.
Do you really think you can get
someone out to replace the heater
without it falling through the cracks
this time?
Complete Comfort: I give you my
word that I will stay on top of this
myself to be absolutely certain we
resolve this for you quickly and
seamlessly. You've already spent too
much time worrying about this
hazard.
To start, I will re-enter the work
order right now and call our on-duty
technician to be at your home today
if possible. Whenever you need us
there, we will make it happen.
I will also call you with updates until
the job is fully completed to your
satisfaction. Our manager will be
informed as well so that we can
prevent this from occurring again.
We want to earn back your trust.
Please accept my sincerest
apologies that we caused this delay
and worry. I appreciate you giving
us another chance to make this
right. What day and time works best
for you?
Danielle: Thank you for the apology
and understanding my frustration.
Having someone come today would
be great if they can. The smell has
been lingering every morning. Will
they call when they're on the way?
Complete Comfort: Absolutely, the
technician will contact you 30
minutes before arrival so you know
exactly when to expect him. I will
call back very shortly once this is
officially scheduled to confirm the
day and time.
Thanks again for your patience. We
are fully committed to fixing this
properly for you today and restoring
your faith in our service. I promise
we will not let you down again.
Danielle: Okay, I appreciate that. As
long as it gets handled today, I'll be
satisfied. Please do call back as soon
as it's on the books. Talk to you
shortly.
Complete Comfort: Will do Danielle,
speak with you very soon once your
appointment is set. Have a good rest
of your day.
Mark speaking. How can I help you?
Danielle: Hi Mark, this is Danielle
again. I'm calling because I'm still
having issues with my hot water
heater backdrafting carbon
monoxide.
Complete Comfort: Oh no, Danielle.
I'm so sorry to hear you are still
having trouble with this. The last we
spoke, I had scheduled a technician
to come replace your water heater.
Were they not able to resolve the
issue?
Danielle: Unfortunately not. The
technician came last Thursday to
install the new tankless water heater
like we had discussed. I thought that
would finally fix the problem, but
I'm still getting the carbon
monoxide smell, especially when
showering or using hot water.
Complete Comfort: That's very
concerning. Replacing with a sealed
tankless unit should have prevented
any more backdrafting. I apologize
that your safety issue still has not
been properly addressed.
Have you been able to have a
technician come back out to inspect
what could be going on?
Danielle: I did have someone from
the gas company come take a look.
He did some tests and said the
problem isn't actually the water
heater itself but rather the venting.
He said even a new tankless won't
stop the backdrafting - I need more
extensive venting work done to
prevent it.
Complete Comfort: I see. So it
seems the core issue lies with your
home's venting system rather than
the water heater. Thank you for
having the gas company diagnose
that - it's helpful to know where the
root cause lies.
Clearly, we should have had your
venting inspected initially before
replacing the unit. I sincerely
apologize for the oversight and time
wasted.
Danielle: I'm frustrated that I've now
paid for a whole new water heater
but still have carbon monoxide in
my home. When I approved that
work, your team made it seem like
the replacement would permanently
fix the backdrafting issue.
The gas company said my only
options at this point are to either
install a direct vent water heater
with new exterior venting, or
upgrade to a condensing tankless
model. I was hoping your team
could assess my home and provide
guidance on the best solution.
Complete Comfort: You're absolutely
right to be upset. We should have
set proper expectations that venting
modifications might be required. I
want to make this right.
Here is what I propose we do from
here:
First, I will have our lead technician
come assess your home's current
venting. He will inspect where the
issues lie and scope exactly what
work needs to be done to stop the
backdrafting through your vents.
Once he has fully evaluated, he will
provide a detailed quote for either:
A) Installing exterior venting and a
new direct vent water heater
OR B) Upgrading to a condensing
tankless model with venting
included.
He will outline the pros and cons of
each option for your home and help
you determine the best long-term
solution. I will make sure this
inspection happens quickly.
Additionally, I want to offer a
discount on the venting work given
all the time and money you have
spent. Please accept a 25% discount
on parts and labor as a token of our
sincerest apologies.
Does this plan help make things
right? I want to be sure we set clear
expectations this time and get your
home safe. Let me know if there is
anything else we can do - your
satisfaction is our top priority
Danielle: I appreciate you arranging
a thorough inspection and providing
options to permanently fix this. A
discount on the work also helps
make up for the wasted expense so
far.
Additionally, I want to offer a
discount on the venting work given
all the time and money you have
spent. Please accept a 25% discount
on parts and labor as a token of our
sincerest apologies.
Does this plan help make things
right? I want to be sure we set clear
expectations this time and get your
home safe. Let me know if there is
anything else we can do - your
satisfaction is our top priority
Danielle: I appreciate you arranging
a thorough inspection and providing
options to permanently fix this. A
discount on the work also helps
make up for the wasted expense so
far.
As long as your team can guarantee
the solution they recommend will
100% resolve the backdrafting for
good, I'm okay with moving forward.
I just can't keep living with this
carbon monoxide risk.
Complete Comfort: You have my
absolute assurance that our lead
technician will determine a
complete solution that eliminates
the backdrafting hazard entirely. We
will stand behind the work 100%
and will not rest until your home's
air quality is safe.
I understand your frustration
completely and we want to make
this right. Please let me know when
would be convenient for our
technician to come inspect the
venting? I want to get this scheduled
immediately.
Danielle: The sooner the better for
me. If he could come tomorrow I'd
really appreciate it so I can get this
figured out.
Complete Comfort: You got it. Let
me give him a call right now and
have him at your home first thing
tomorrow morning. I'll make sure
he brings all necessary equipment
to thoroughly diagnose your venting
issues.
Once I have your inspection
scheduled, I'll give you a quick call
back to confirm the technician's
name and arrival time. And I will be
communicating with him directly to
ensure we get a rock-solid venting
solution quoted for you.
Again, I sincerely apologize for the
experience you've had. We will do
everything in our power to remedy
this once and for all. I appreciate
your continued patience - we are
fully committed to regaining your
trust.
Danielle: Okay, I'll plan to be home
tomorrow morning then. Thank you
for expediting this - the faster I can
get my home safe, the better. I look
forward to your call back with the
details.
Complete Comfort: You'll hear from
me within the hour once that's all
set up. Thank you, Danielle. I am
very glad we could reach a solution
to take care of this properly.

24
AI Summarizes Insights Across Marketing
Channels

25
Self Reported
Attribution
How did you
hear about
us?

26
AI Surfaces Conversation Insights You Can Use
For…
v
▪ Best leads from
your best
marketing sources
▪ Automated
workflows for lead
follow-up
▪ Complete context
on leads,
recommended
next steps to
convert
Lead
Conversion
v
▪ Answer calls at any
time
▪ Full picture of lead
journey and
interactions
▪ Relevant,
personalized
interactions with
customers
▪ Swift follow-up
Customer
Experience
v
▪ Coaching tips on
call handling
▪ Aggregated insights
across calls or by
agent
▪ Patterns or trends
in positive or
negative sentiment
Agent
Performance
v
▪ AI-powered insights
across CRM, MA and
other systems
▪ Complete picture of
lead journey and
outcomes (digital,
offline)
▪ Better lead quality
and marketing ROI
Marketing
Optimization

27
What it means for you
▪ Every lead is captured
▪ Ensure that leads are properly
handled
▪ Respond to claims of low lead
quality
▪ Gather VOC insights at your
fingertips
Marketer
▪ No missed leads
▪ Stay close to your client and
customers
▪ Identify patterns in performance
across channels, campaigns,
locations
▪ Position yourself as a consultant /
trusted partner
Agency
▪ Gain first hand knowledge of
what customers (and agents
are saying)
▪ Selectively drill down into areas
requiring attention
▪ Elevate your focus on strategic
matters versus being in the
weeds
Business Owner

28
AI Call Insights Make Your Business More
Human
AI doesn’t need to replace
customer conversations —
the insights it uncovers
makes them more
meaningful and productive.

29
Questions You Should Ask When Considering AI
Are you missing calls and sending leads to
your competitors?
Do you think you’re attracting good leads, but
results aren’t showing it?
Do you have an accurate view of how agents
handle calls?
Does your lead follow-up address the real
needs customers articulate in calls?
What could you do with voice-of-customer
insights summarized across calls?

30
Leverage AI To Eliminate Missed Calls.
On average, 28% of calls
go unanswered.
Impacts: ROAS, CPL, LSA
rankings

31
What Percentage Of Callers Go With The First
Response?
Let’s Test Your
Knowledge!

32
How much potential revenue are you leaving on the
table?
Reminder: 85% of
people whose calls are
not answered will not
call back

33
Voice Assist: Your new AI receptionist
Never miss a lead again: Voice Assist answers,
captures, and qualifies inbound calls 24/7.
Maximize every ad dollar: Stop wasting spend on
missed calls and turn every call into measurable
results.
Drive better outcomes: Boost conversions,
lower cost-per-lead, and prove true marketing
impact.
Start getting results tomorrow: Fast to launch,
easy to customize, and fully integrated with
CallRail’s tracking and attribution

34
Voice Assist captures caller intake details and
intent, then scores leads to help prioritize follow-
up.
Prioritize your
leads

35
Automatically tag calls that convert into appointments to identify and replicate your best
leads
Improve Ad Targeting With Conversion
Signals

36
Eliminate Wasted Ad Spend
With 24/7 Call Answering
Lower your CPL and
increase ROAS: Every
missed call is wasted ad
spend
Rank higher on LSAs &
Google Maps: Answer
speed impacts your
rankings
Build better audiences &
smarter targeting: Use
call intelligence to make
your ads more efficient.

37
CallRail’s AI Connects The Dots
Marketing
Campaign
Performance
Lead quality
and
Conversation
handling
Customer
growth
Faster growth and higher ROI

38
Want to hear Voice Assist in action?
Go to VoiceAssist.com to hear it in
action
(802) 588-8501
(demo legal company)
Call Voice Assist for answers:

39
Use the QR code to the right to
learn more and start your 14-
day free trial (no credit card
required).
Get started for FREE
Ready to give CallRail a try?

40
Question Answer

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