Callbox Brings Together Champion ABM and Webinar Campaigns for Digital Infrastructure Leader

The Client

The Client is the world’s digital infrastructure company that delivers a single global platform that creates a foundation for powering success. Their solutions are Cloud Infrastructure, Disaster Recovery, Applications & Content Creation and WAN Optimization.

The Challenge

Apart from keeping a suite of partners and distributors, the Client works with a number of different content and media providers like video advertising agencies, semiconductors, content marketing agencies and digital fraud detection firms to help them carry out marketing outreach strategies that are beyond their capability, and to focus on internal functions. Callbox is the latest addition to the list.

The Callbox Solution

Callbox designed an Account-Based Marketing Lead Generation & Appointment Setting campaign, and Webinar, for the Client which consisted of:

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

The goals were for the Callbox team to generate leads, prospects who expressed interest, and identify their pain points and upcoming requirements, and generate webinar registrations.

The campaign involved two key steps:

Account Research and Selection

  1. The Client specified target industries and relevant contacts.
  2. Callbox worked out 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 target relevant contacts for the Callbox team to reach out which consisted of detailed demographic and firmographic segmentations.
  2. The buyer personas designated as the campaign’s primary targets were C-level, CTO, CIO, Head of Technology, IT Manager
  3. The master contact list was segmented based on these personas, and was further grouped according to industry type.

Results

Overall, the Lead Generation & Appointment Setting campaign ran for 6 months, and generated 94 Sales Qualified Leads, 372 MQLs, and 106 Webinar Registrations.

Callbox ABM Accelerated Product Launch for Infrastructure Software Lead

The Client

The Client is a software development company that develops, manufactures, licenses, sells and supports computer software and services for the design, construction, and operation of infrastructure.

The Challenge

The Client launched a new product and wanted to promote it to a larger audience in the Asean region. They needed a prospecting partner who can provide them with a holistic marketing approach and a good database to run the project, which required outbound activities like voice and email and creation of marketing collaterals, to efficiently and effectively promote the product.

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 utilized Voice, Email, Chat, Social Media and Webinar
  • Sales Enablement & Support which included Training, Setup and Back Office Sales Support
  • Tools & Subscriptions to Callbox Pipeline and HubSpot CRMs
  • Account Management which covered Strategy Building, Reporting and Product Knowledge

The goal was for the Callbox team to help the Client to bring in new customers by generating leads.

Account Research and Selection

  1. The Client specified target industries and relevant contacts.
  2. Callbox worked out 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. The buyer personas designated as the campaign’s primary targets were Project Lead, Project Coordinator, Project Architect, Design Lead, Engineering Coordinator, Project Director, BIM Manager/Director, Principal Architect
  3. The master contact list was segmented based on these two personas, and was further grouped according to industry type.

Results

Overall, the ABM campaign produced a total of 82 Sales Qualified Leads and 358 MQLs.

Thrice in a Row: Callbox Boosts Event Attendance Rates for CRM Market Leader

The Client

The Client is the Asia-Pacific unit of a USA-based cloud computing company that provides CRM solutions to business and enterprise customers. Its main product line is its suite of on-demand, cloud-based CRM platform available to users on a subscription basis. The Client also offers a number of other cloud-enabled tools for customer service and support as well as for sales team collaboration.

The Challenge

With its reputation as a key mover in the CRM software space, the Client regularly organizes a number of annual conferences and events aimed at customers, vendors, developers, IT professionals, and industry thought leaders throughout various locations around the world. These are typically high-profile events that generate attendance figures that average in the thousands, as well as receive considerable media coverage particularly from the tech press.

While many of the Client’s conferences fulfill both branding and PR objectives, there is also a more tangible marketing (and overall business) goal that underlies most of the company’s events: to attract more people into its far-reaching ecosystem.

Among the events lined up for 2017 are three sets of conferences scheduled for January, April, and July. All three events are set to take place in Hong Kong and Singapore, showcasing insights on Asian business innovation and customer experience.

The three events’ target audience consists primarily of decision-makers who deal with marketing technology in some way at small- to medium-sized Hong Kong- and Singapore-based companies. The target attendees mostly come from technology-intensive industries such as manufacturing, financial services, professional services, retail, and healthcare.

Although it already possesses considerable brand equity and can easily leverage its extensive network of connections in the region, the Client determined that it needed to outsource part of the event registration activities in order to meet two key objectives:

  • to ensure that relevant attendees from the specified verticals are identified and targeted
  • to maximize registration and attendance rates through prompt outreach and follow-up

The Client chose Callbox after evaluating a list of event marketing companies, pointing out that Callbox’s substantial experience in the Hong Kong and Singapore markets was a clear differentiator.

The Callbox Solution

Callbox’s Call-to-Invite package was a good fit to help the Client meet its event marketing objectives for a number of reasons.

  • Since the Client wanted to ramp up registrations a month prior to each event, it allowed the Client to obtain immediate response from its target attendees and gain additional information to help improve preparations.
  • Call-to-invite campaigns provided a way to quickly and accurately qualify likely attendees based on the parameters set by the Client, especially given the tight timetables associated with the events.
  • This also enabled multiple outreach opportunities, such as follow-up and confirmation calls.

The call-to-invite campaigns included the following main activities:

  • Callbox put together the list of target attendees to be contacted based on the Client’s specifications, as well as prepared the campaign’s call scripts. These were reviewed and approved by the Client.
  • Contacts who expressed interest to attend the event and completed the registration via the registration link were tagged as qualified attendees (RSVP). These were forwarded to the Client’s team on a daily basis.
  • In addition to outbound phone-based qualification, Callbox also helped other interested prospects complete the registration process by assisting them through the submission procedure. Agents also managed the information send-outs for prospects who want to first receive the invites.

Although it already possesses considerable brand equity and can easily leverage its extensive network of connections in the region, the Client determined that it needed to outsource part of the event registration activities in order to meet two key objectives:

  • to ensure that relevant attendees from the specified verticals are identified and targeted
  • to maximize registration and attendance rates through prompt outreach and follow-up

The Client chose Callbox after evaluating a list of event marketing companies, pointing out that Callbox’s substantial experience in the Hong Kong and Singapore markets was a clear differentiator.

Results

Callbox’s Call-to-Invite package was a good fit to help the Client meet its event marketing objectives for a number of reasons.Each of the three call-to-invite campaigns ran for 22 days and was aunched a month prior to the respective event. Hong Kong and Singapore prospects were simultaneously contacted in all three campaigns. The below table summarizes the results from each campaign:

Taken together, the three call-to-invite campaigns were able to produce a total of 353 confirmed RSVPs for the three sets of events. Using a benchmark conversion rate of 11% to 20% (based on industry averages), the Client can potentially generate between 39 to 71 new customers from attendees at the three events that registered via the call-to-invite campaigns.