Signage Leader Won Rebranding Campaign with Callbox Account-based Marketing

The Client

The Client is a strong 50-year-old visual branding solutions, architectural branding, innovative advertising solutions, and lighting and maintenance provider, spanning from the states of Virginia, Georgia, Florida, and California, across multiple industries.

The Challenge

The past five decades have been very inspiring for the signage leader as they continue to be one of the few companies in the industry who never fail to support the ever-increasing and challenging market demands.

As part of their goal to broaden their solutions and common sense integration of digital technology, the Client decided to rebrand and explore other customer acquisition strategies and extend their reach to more states. But, the process was not easy, and required a third party’s expertise to help them retell their story and send the right message to target prospects.

The Callbox Solution

Callbox designed an Account-Based Marketing Lead Generation and Appointment Setting campaign which consisted of:

  • Account-Based Multi-Channel Lead Management which included voice, email, chat and social media.
  • Sales Enablement & Support that provides training, setup and back office sales support.
  • Tools & Subscriptions and utilization of the Callbox Pipeline and HubSpot CRMs.
  • Account Management which is composed of strategy building, reporting and product knowledge.

The goal was for the Callbox team to set appointments between the Client’s consultants and qualified prospects. The campaign involved two key steps:

Account Research and Selection

  1. The Client specified target industries and relevant contacts.
  2. Callbox refined the Client’s ideal customer profile (ICP) which served as a basis for identifying qualified accounts.
  3. Callbox then compiled a list of potential contacts to target, which was reviewed and approved by the Client.

Account and Prospect Profiling

  1. The Client provided buyer persona profiles of the prospects that they want the outbound campaign to engage. The profiles consisted of detailed demographic and firmographic segmentations.
  2. Relevant contacts designated as the campaign’s primary targets: C-suite, CFO, CMO, Sales & Marketing Directors/Managers, BDM, Product Marketing VP, IT Director
  3. The master contact list was segmented based on these relevant contact profiles, and was further grouped according to industry type.

Results

Overall, the 6-month ABM Lead Generation and Appointment Setting campaign generated 90 Qualified Sales Appointments, 72 Marketing Qualified Leads, and 265 Social Media Connections.