Callbox Takes Systems Integrator Leader From “Test” To “Trust”

The Client

The Client is a leading provider of Managed B2B e-Commerce solutions that simplify integration, automate business processes and enhance collaboration and visibility across global trading partners.

The Challenge

Prior to working with Callbox, the Client employed a number of lead generation companies, but most of which resulted in low conversions due to poor lead quality brought by lists with poorly verified contacts, and the lack of probing efforts to uncover prospects’ needs.

The Callbox Solution

Callbox designed an Account-based Marketing Lead Generation & Appointment Setting campaign for the Client which consisted of:

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

The campaign goal was for the Callbox team to profile the contact list to ensure higher chance of engagement in generating appointments for the Client.

The campaign was rolled out in two stages:  

Account Research and Selection

  1. The Client specified their 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 built a list of target contacts 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. Buyer personas identified as the campaign’s primary targets were CIO, IT Manager, Senior Development Manager, PIC of the Software Development in the company
  3. The master contact list was segmented based on these personas, and was further grouped according to industry type.

Results

Overall, the 14-month ABM Lead Generation and Appointment Setting campaign delivered a total of 700 Appointments and 150 Potential Leads.

Callbox Multi-Channel Marketing Program: Partnering for 33% Sales Increase in Sydney IP Services

The Client

The Client is an Australian-owned cloud, data centre and connectivity provider, specializing in enterprise cloud, robust data centres, managed connectivity solutions and multiprovider internet services, with a network that spans through Australia points of presence in five states.

The Challenge

The Client partnered with Optus to wholesale Internet Protocol (IP) Services to middle-tier ISPs and voice service providers in Queensland, and extended its market to Sydney. The Sydney operation did quite well in the first five years, but later scaled down as in-house sales and marketing schemes became ineffective in acquiring new customers, barely drawing ROI. The Client knew that in order to increase their client list, they needed more advanced sales and marketing methods and tools, but such requirements further led them to another challenge: lacking the best tactics and tools that would scale up the sales numbers.

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, Social Media and Webinar.
  • Sales Enablement & Support that provided Training, Setup and Back Office Sales Support.
  • Tools Subscriptions to Callbox Pipeline.
  • Account Management with Strategy Building, Reporting and Product Knowledge.

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 wanted to engage which consisted of detailed demographic and firmographic segmentations
  2. Relevant contacts designated as the campaign’s primary targets:Office Manager, Gen. Manager, Managing Director, ICT Manager/Director, IT Manager, Communications Manager
  3. The master contact list was segmented based on these decision maker profiles, and was further grouped according to industry type

Results

Overall, the 6-month campaign delivered 72 Sales Qualified Leads, 57 Marketing Qualified Leads, and 216 Social Media Connections.

Integrated Campaign for UK’s Leading Workflow Automation Solution

The Client

The Client is a leading provider of enterprise workflow applications software and automation solutions that help increase efficiency and simplify business processes through process-driven applications. Based in London, UK, the Client serves a stable of more than 1500 corporate clients in 40 countries, with over 1 million users worldwide.

The Challenge

The Client was seeking to drive attendees to its Microsoft SharePoint Seminar in London. Its immediate goal was to produce high quality sign-ups. However, the overall objective was to generate and deliver to its inside sales team sales resources that are fully-qualified and with near-term requirement for the products it offers. The Client had no experience in outsourcing its marketing function, and the result of this campaign would determine whether or not it would consider similar projects in the future.

The Callbox Solution

Callbox had an excellent campaign with the Client’s main branch in the US, and was recommended by the latter to its UK office. The Client hired Callbox to make outbound calls inviting prospects to its Microsoft SharePoint Seminar in London. After making thorough preparations, Callbox then started the campaign, targeting CEOs, CIOs, CFOs, and Finance, and Operations Managers outside London. This project was a huge challenge for the team as it involved inviting prospects to an event that would require them to travel for several hours mostly by land.

With two weeks left in the project, Callbox proposed an integrated two-phase campaign to make a shift from event invitation to lead generation marketing to which the client agreed. The Callbox team proceeded with the lead generation campaign right away, focusing on promoting the client’s workflow application for the police and fire services around London, UK area. Callbox was able to mine the Client’s existing contacts database to identify hundreds of potential customers. This campaign targeted IT Managers, ICT, CIOs, HOD ITs, and IT Directors.

Throughout the campaign, Callbox communicated regularly with the Client through PipelineCRM, which allowed the Client to monitor campaign progress in real-time.

Results

Despite the difficulties encountered during the campaign, Callbox was able to produce significant results for the Client.

  • 15 qualified leads in 22 calling days
  • 412 positive contacts out of 1912 (22% contact rate)
  • 38 contacts scheduled for follow-up
  • 55 requested for additional information

Additional benefits of this campaign include enhanced brand and product awareness, and acquisition of business intelligence and other significant data about the Client’s market. Most notably, this campaign inspired the Client to consider a change in marketing practices with outsourcing.

Needing more time to close the leads, the Client decided to put the campaign on hold, but expressed willingness to run another lead generating project with Callbox in the near future.