The Client is a SaaS SRM, payments and events platform for charities, providing Supporter Management, Payment Processing, Event Pages and Ticketing, Digital Auctions & Raffles, Online Marketing Tools, Powerful Analytics, APIs, and Donation & Appeal Pages.
The Client is a startup company that is rapidly growing into a leading Charity and Non For Profit (NFP) Supporter Management Platform provider. Despite gaining a fleeting market strength, the Client still sees opportunities for growth, particularly in sales and marketing which they programmed to work through outsourced lead generation.
The Callbox Solution
Callbox designed an ABM Lead Generation and Appointment Setting campaign for the Client which consisted of:
- Account-Based Multi-Channel Lead Management which included Voice, Email, Chat, Web and Social Media.
- Sales Enablement & Support that provided Training, Setup and Back Office Sales Support.
- Tools Subscriptions and Utilization of the Callbox Pipeline and HubSpot CRMs.
- Account Management with Strategy Building, Reporting and Product Knowledge.
- The Callbox team was to use an Account-based Marketing approach to expand the Client’s data stack.
- To generate leads and set office or online demo appointments between the Client’s sales team and interested prospects.
The campaign involved two key steps:
Account Research and Selection
- The Client specified their target industries, location and decision makers.
- Callbox refined the Client’s ideal customer profile (ICP) which served as a basis for identifying qualified accounts.
- Callbox came up with a list of potential contacts to target which was reviewed and approved by the Client.
Account and Prospect Profiling
- The Client provided buyer persona profiles of the prospects that they want the outbound campaign to target. The profiles consisted of detailed demographic and firmographic segmentations.
- The campaign’s target prospects were Head of Fundraising and Head of IT.
- The master contact list was segmented based on these personas and was further grouped according to industry type.
Overall, the thirteen-month ABM Lead Generation and Appointment Setting campaign generated 413 Sales Qualified Leads and 2 Marketing Qualified Leads.
The Client initially signed up for a single-seat campaign, but with the good results that the Callbox team delivered in the first five months, they doubled the seats on the next two months, and eventually tripled in the succeeding months.