Talk Leads and ABM with Callbox’s VP, Rebecca at INBOUND 2019

Callbox is going for an exciting learning experience as we join INBOUND 2019 from September 3-6 at the Boston Convention & Exhibition Center in Boston, Massachusetts.

INBOUND is a weeklong affair, yearly round-up of more than twenty thousand super-inquisitive pros, thought industry leaders and business enthusiasts. It’s one of the biggest happenings in the business world that hosts hundreds of sessions featuring speakers from different sectors and packed with thrilling events and unbounded educational discussions.

Since its inception in 2012, thousands of marketers, salespeople, and customer success professionals have taken pride in being able to converge in knowledge-rich sessions, inspiring talks, and fun in one of the fastest-growing business events in the world.

INBOUND is more than just a four-day nonstop learning fair but showcases world-class artists from the entertainment hub to perform live before tens of thousands.

Callbox’s VP for Sales and Marketing, Rebecca is joining INBOUND 2019

Callbox’s VP for Sales and Marketing, Rebecca Matias, will be at INBOUND 2019.

The smart and witty sales and marketing VP looks forward to learning actionable tactics and strategies that can scale up business and self-growth and hear the latest and biggest ideas from Spotlight speakers. 

Rebecca can’t wait to hear the inspiring stories of brands and people who fearlessly take their industries to higher levels. These stories are made to come to life via online interviews, short videos, and curated content.

On the other hand, Rebecca is also keen to meet and engage with fellow practitioners from various industries and interests, and is open to share knowledge on how Callbox can provide valuable experience and insights to businesses. You may book a meeting with her through the link below.


Quickly looking back at INBOUND 2018, it really rocked hard. It gathered more than twenty-four thousand attendees from one hundred four countries and hosted more than two hundred fifty sessions and eight hundred seventy rubber ducks in Club INBOUND.

Participants from past events thought it was both an exciting and educative experience for creative marketers, product managers, start-up founders, and anyone who wants more than just data science learning, but on the lookout for positive energy, fresh knowledge and empowered ways to move forth at work, and the same hype and fun is expected by the attendees of the upcoming INBOUND this September.

And being one of the thousands of spectators in the upcoming event, we can’t keep our adrenaline rush so we took a peep at what’s going to happen.

INBOUND 2019 has more than three hundred different sessions in store for you which will be facilitated by the A-1 spotlight and breakout speakers from different industries, including top brands like Facebook, Google, and Kimpton. 

A number of authors and writers will inspire you in the INBOUND Studio, while leaders in comedy will fill the place with laughter with the power of humor. And of course, you wouldn’t want to miss the hype and fun that your fave celebs will bring at the main stage and ballroom.

So leave you every day at the office and join this one of a kind learning, connecting and inspiring experience from the most fun, entertaining and educational business event, INBOUND 2019.

Related: Rebecca Matias, along with Mailshake’s Sujan Patel talks about ABM Sales Prospecting

Everything You Need to Ask When Choosing a Lead Generation Company

So you’ve decided to outsource lead generation, and you’re about to choose a marketing partner. This is probably one of the most important choices you’ll ever make as a marketer. So, how can you be sure you pick the right lead generation company?

The secret is knowing the right questions to ask a potential lead generation service provider and, more crucially, knowing what answers to look for.

That’s what I’ll share in this blog post. We’ll go over all the key questions you need to raise with a lead generation agency before signing the dotted line.

We’ll also talk about which responses indicate a good fit for your B2B lead generation program, and point out common red flags to watch out for.

The questions we’ll dive into below will help you uncover everything you need to take into account to make an informed choice based on:

Ready? Let’s dive right in.

Type of Lead Generation Company

Are you a major account or a small sale lead generation company?

The first clue to look for is exactly what type of B2B lead generation company you’re dealing with. You need to work with agencies that specialize in the kind of B2B products or services you’re selling. Based on this criterion, lead generation providers fall into two main categories:

  • Major Account Lead Generation:  Agencies that focus on complex-sale B2B solutions with long sales cycles and multiple decision makers
  • Small Sale Lead Generation:  Lead generation companies that help find potential customers for smaller purchases (typically having a $10,000 price tag or less) with shorter sales cycles and simple decision-making processes

Are you an inbound or outbound lead generation service provider?

If you’ve already identified which lead generation activities to farm out, then you’ll quickly know what kind of provider best suits you in terms of the lead generation approach they specialize in:

  • Inbound Lead Generation:  Agencies that generate leads by creating content and carrying out “pull” marketing activities that attract prospects toward your website or online presence
  • Outbound Lead Generation:  Agencies that rely on targeted outreach channels like email, phone calls, direct mail, PPC, etc. to generate leads

Today, it’s not uncommon to find agencies that offer multi-channel lead generation services. These providers combine both inbound and outbound lead generation tactics in a single campaign or process.

Services and Processes

How will you tailor your lead generation services to meet my goals?

Once you’ve decided between inbound and outbound lead generation, it can be difficult to select a specific provider, since agencies tend to offer similar services.

The key to choosing the best provider for you is to find out how well they can tailor their offerings to your exact needs:

  • Full-service vs. stand-alone package
  • Fully-managed vs. partly self-directed
  • Tiered packages vs. custom services
  • Additional services like lead management and lead nurturing

What do you think will be the tentative plan?

Although the actual planning doesn’t take place until after you’ve hired a lead generation agency, asking this question lets you get a feel for how they’ll eventually carry out your campaign.

Most reputable lead generation agencies can readily provide a clear outline of the process they follow. While they may not be able to come up with a concrete plan at this stage, they should be open and transparent about their approach even at a basic level.

Which stages of the funnel will be covered?

This is a crucial piece of information for companies that face a long and complex sales cycle. A good lead generation agency will clearly specify:

Lead Qualification and Management

How and where do you get your leads?

The quality of leads and appointments starts at the time they’re first acquired as prospects and contacts.

There’s no shortage of lead generation companies that claim to have the “best” quality of leads, but a careful scrutiny of their lead sources will help you tell hype from fact:

  • Do they use third-party data sources?
  • Does the agency carry out its own prospect research?
  • How often do they update and clean their leads database?
  • What steps do they take to ensure data quality from lead capture forms?
  • How do they ensure targeted organic traffic or PPC impressions?

How are leads qualified?

As an extension of your marketing or sales team, the way a provider screens and filters prospects should align with how you qualify leads.

The best lead generation agencies will seamlessly integrate your lead qualification system into their process, taking into account your:

  • Ideal customer profile (ICP)
  • Buyer personas
  • Marketing-qualified leads (MQLs) and sales-qualified leads (SQLs) definitions
  • Lead scoring model
  • List segmentation

Tools and Technology

What tools do you work with?

An experienced lead generation company will have a full set of tools and skill set to manage, automate, and optimize campaigns.

But how can you tell if a candidate agency has the right tech stack for modern lead generation? Look for these specific tools:

  • Lead verification tools
  • Analytics and reporting tools
  • Marketing automation platform
  • CRM tool
  • Email automation
  • Call tracking
  • Social media management
  • SEO and CRO tools
  • SEM analytics

How well does your tech stack meet our business requirements?

Having an impressive suite of lead generation tools won’t be of much value to you if it doesn’t readily fit into your marketing workflow or business process. That’s why you also need to ask a potential provider about:

  • Integration:  Is the agency’s stack flexible enough so that their system easily syncs up with yours?
  • Industry-specific needs:  Do the agency’s tools comply with industry requirements (like HIPAA, GDPR, etc.,)?

People and Talent

Who will be doing my campaign?

Today’s lead generation campaigns need the right mix of knowledge and skills to succeed. This is why any potential marketing partner should be very transparent about the people they’ll be assigning to carry out your campaign.

When evaluating an outsourced marketing agency, these are some of the key questions to ask in order to gain some insights on the talent you’ll be working with:

  • Will a dedicated team be handling my campaign?
  • What will be the roles of each campaign team member?
  • How much experience does the team have, both collectively and individually?
  • How much knowledge and familiarity does my team have about my product or service?

How will you fill a skills gap, if ever one arises?

In some cases, a potential lead generation company may not have the right internal people to carry out a specific campaign activity.

If this happens, either prior to the start of your project or any time while the campaign is running, the agency has a number of options to fill the gap. They can hire a new team member or work with a freelancer.

In either case, the company should be clear in explaining:

  • Recruitment and hiring practices
  • Onboarding and training
  • Performance management
  • Subcontracting

Experience and Reputation

What industry does your company specialize in?

We already know that different B2B industries and verticals face unique marketing challenges that can be overcome with the right experience and expertise. That’s why you need to choose a lead generation provider that specializes in your target buyers’ industry, right?

Not so fast! The answer you should be looking for has to be a little bit more nuanced.

On the one hand, you want a lead generation company that’s well versed in your desired industry because it lets you:

  • Shorten ramp-up time and accelerate campaign deployment
  • Reduce time and cost of product training
  • Improve the relevance of campaign messaging
  • Navigate the ins and outs of the decision-making process

But you also want a lead generation service provider that has experience across multiple industries and verticals. These agencies can give you fresh insights and out-of-the-box thinking gleaned from a broad portfolio of lead generation campaigns.

How much experience do you have?

For most B2B companies, lead generation typically falls outside their core business. Still, lead generation needs to be handled by an experienced and seasoned provider since it directly impacts revenue and growth.

Experience is measured in a number of ways, and you should see to it that a candidate lead generation partner sheds some light on all of these key experience metrics:

  • Years in business
  • Length of time working in your domain
  • Size of their client portfolio
  • Number of related campaigns or projects completed

Can you cite other clients and what you’ve done for them?

Finding out about overall experience is one thing, but uncovering specific results is even more important. The only way to determine if a lead generation agency can deliver what it promises is to take a close look at client feedback and campaign results.

These details can typically be found in client testimonials and case studies. The key information to look for includes:

  • Appointments booked
  • Leads completed
  • Contacts profiled
  • Percentage of leads accepted into pipeline
  • Percentage of appointments converted into customers
  • Lift in prospects/traffic and leads generated

What is your reputation in the industry?

Another crucial piece of information to ask from a potential lead generation partner is how well they stack up against others in the industry. The best way to find this out is to ask a candidate provider to point to feedback from third-party sources such as:

  • Rankings on lead generation providers lists
  • Reviews from independent, third-party sources
  • Awards and recognition from industry groups

Be sure to do your due diligence on the reliability of these sources, and don’t take anything at face value without doing a little digging up.

Related: New Rankings Added to Callbox’s Growing Tally of Clutch Awards

Measuring Performance and Success

What will be the overall KPIs of the campaign?

Lead counts aren’t the only headline metrics to keep an eye on in a lead generation campaign. Depending on the scope of the project, the overall campaign KPIs can include:

  • Sales appointments scheduled
  • Leads completed
  • Net new prospects
  • Event attendees/registrations
  • Contacts/Records verified

The important thing is to ask a potential lead generation partner about broad measures of success for your campaign, and determining how these fit into your overall marketing or sales objectives.

What will be the KPIs for each campaign activity or channel?

Since lead generation campaigns are made up of many different channels and activities, it’s also good practice to ask a provider what KPIs they keep track of for each campaign component.

Take note of the different activities included in your campaign, and ask a candidate agency to explain the metrics they’ll be reporting to you for each of these. Find out what benchmarks and guarantees they’re measuring against.

How will performance be tracked and reported?

Lead generation campaigns are a data-driven effort. You only make informed campaign decisions if you have access to timely and relevant data.

That’s why the quality of performance tracking/reporting should be a decisive factor in choosing a lead generation services provider:

  • Types of metrics included in your dashboard and reports
  • Frequency of reporting and updates
  • Ability to customize and tailor reports to specific business requirements

Project Terms and Specifics

What will be the achievable goals of the campaign or project?

In the previous set of questions, we talked about campaign-level KPIs and activity-specific metrics to clarify with a potential lead generation partner. The next items to ask about are the tentative project or campaign goals based on your initial requirements.

Although you probably shouldn’t expect providers to set any firm guarantees at this point, they should also be open to giving out reasonable ballpark figures for:

  • Goals to be achieved at the end of the project or campaign
  • Milestones to be reached at different intervals
  • Tentative timelines and targets

How will I be able to monitor the campaign?

Most lead generation projects and campaigns tend to span several months and even years. The ability to stay up-to-date on developments and performance isn’t just a nice-to-have feature; it’s a must-have capability for successful campaigns.

During the agency selection stage, the following questions will help you assess how well a potential provider will keep you in the loop:

  • What dashboards and reports will you be providing?
  • Who will be my primary point of contact?
  • How often will you meet with me?
  • How will we keep in touch?

What will be my role?

Another thing to be clear about during the agency selection step is the nature and extent of your participation in the project.

Some turnkey lead generation service providers will handle practically everything in the campaign for you, from preparing the needed materials to nurturing prospects before the lead handoff.

Other providers, meanwhile, may require you to adopt a more hands-on role in the project, especially with planning and idea generation.

Can you tell me more about your pricing?

Lead generation customers often ask the wrong questions about pricing and costs. Prices tend to widely vary from one provider to another, but it’s typically very difficult to make an apples-to-apples comparison between vendors.

That’s because prices depend on a host of different factors such as the agency’s experience, the scope of services, target market, lead qualification requirements, reputation, etc.

The main takeaway when it comes to lead generation pricing is that you ultimately want to take value into account, not just costs. So be sure to be thoroughly familiar with an agency’s processes, capabilities, and track record before weighing your options.


Choosing the right lead generation agency sometimes boils down to knowing what questions to ask and what answers to look for. With the key points outlined in this post, you’re much closer to picking out the best marketing partner for you.

Cold Call Scripts That Land Meetings with MSP Buyers [Free Download]

Managed IT providers know that they need to reach out to both IT and non-IT decision-makers to gain new customers. That’s because IT purchases are increasingly being decided not only by multiple people but also across multiple business functions.

These trends highlight the critical role that targeted, one-on-one outreach plays in selling MSP solutions, and cold calling remains one of the best tools for the job.

That’s why we recently released a downloadable eBook that contains sample call scripts for finding and qualifying potential MSP customers. Each script is tailored for a specific buyer persona and includes a few helpful notes and comments.

The resource is available for download here. The rest of this blog post provides added insights to help you fine-tune your cold call pitch.

Who Makes Managed IT Purchases?

IDC reports that non-IT line of business (LOB) buyers now account for around half of technology spending. These are purchases made without the involvement or knowledge of an organization’s IT department.

Even when IT does get involved, LOB managers still hold huge sway in the tech purchase process. TechTarget estimates that nearly 30% of buying decisions made by an organization’s IT leadership depend on inputs from non-IT staff.

This makes it clear that selling MSP solutions now needs to move past solely targeting IT decision-makers. This underscores a growing challenge for MSP vendors that rely on reaching buying consensus with multiple stakeholders to close deals.

Not only do LOB managers’ priorities and pain points differ from those of IT decision-makers, but these two buying groups often disagree about key items on the IT buying checklist.

What’s also important is that these divergences have a huge impact on how MSP buyers start their purchase journey. This means that connecting and building relationships with stakeholders require messaging that takes these gaps into account, even in the initial stages of the buying process.

In this post, we learn about 3 types of people that drive IT buying decisions and how to effectively engage them.

Targeted Cold Calls to Key MSP Buyer Personas

Targeted cold calls make up a vital layer of touchpoints for proactively reaching out and engaging potential MSP customers.

Cold calling works well for top-of-funnel outreach activities since it enables one-on-one conversations that prepare prospects for the next stages in the sales cycle.

For complex-sale products like managed IT solutions, cold calls help move contacts from initial awareness to active leads.

With the MSP prospect pool growing to include more and more non-IT decision-makers, your cold call messaging strategy also needs to capture this new audience.

One way to refine your outreach message is to segment potential stakeholders based on buyer personas and then tweaking your cold call pitch accordingly.

In most technology purchases like managed IT solutions, key decision-makers consist of four buyer personas (although the number can certainly increase, depending on the complexity of your sales cycle):

  • End User:  These are typically non-IT LOB managers of departments and business areas that stand to benefit the most from your offer.
  • Influencer:  These are mid- to senior-level decision makers that drive purchase decisions.
  • Technical Buyer:  These are IT-focused specialists that can block a purchase if it doesn’t meet their requirements.
  • Economic Buyer:  These decision makers oversee the budget and give the final go-ahead for a purchase.

The following visual guide goes into the details of the account selection and contacts profiling process.

End User

In MSP sales, the end-user buyer persona consists of non-IT LOB decision-makers that oversee specific functional business areas that directly benefit from your solution.

End users have the most to gain from your offer. That’s why they tend to be the biggest advocates in your target accounts. That is if you can find a way to build a relationship with them early on in the sales process.

LOB decision-makers care about business outcomes rather than product specifics. If a product solves a real problem, the results matter more to them than the underlying details.

According to professional services automation provider Promys, the decision-making process that LOB managers follow typically includes:

  • Decide if there’s a specific problem
  • Determine if the problem is worth devoting resources to
  • Identify possible ways of solving the problem
  • Pick out the “best” way
  • Look up vendors that provide the “best” solution
  • Choose the “best” vendor


Even though buying decisions have now become more distributed, the process is still significantly driven by stakeholders that span different business areas and functions.

These decision-makers have a huge influence on the buying process and help move the deal forward. That’s why they’re typically labeled as “influencers.” They commonly consist of mid- to senior-level managers that directly handle your target LOB prospects.

Influencers look for the strategic impact of MSP solutions instead of operational or technical details. They’re more into seeing how your offer fits their big-picture goals of growth, profitability, competitiveness, industry trends, disruption, etc.

That’s why your cold call messaging strategy needs to achieve the below three key points. These ensure that your pitch will be able to capture influencers’ attention and obtain the response you want:

  • What does your offer bring to the organization?
  • How can you earn your prospects’ trust?
  • What line of fresh thinking can you offer?

Technical Buyer

The rise of the LOB buyer hasn’t made the IT department irrelevant in MSP purchases. The risks and limitations associated with shadow IT (such as interoperability, security, resilience, etc.) still support the case for IT’s close involvement.

While technical buyers typically don’t have final authority over tech purchases, they do have the power to reject a potential managed IT proposal. The goal when reaching out to technical buyers is to make sure they don’t shake their heads sideways at your offer.

When crafting a cold call pitch aimed at technical buyers, it’s important to keep the following points from Lean B2B in mind:

  • They have in-depth and specialized expertise in your field.
  • Their main concern is to verify whether your solution really does what you claim it does.
  • They focus on the measurable and quantifiable items of your offer.
  • They look for details on usage, testing, deployment, and maintenance.

Economic Buyer

The persona that has the final say in MSP purchases is the economic buyer. In fact, most marketing experts consider economic buyers as the “ultimate decision-maker” because even if everyone else says yes, it’s the economic buyer’s approval that determines whether a purchase happens or not.

Economic buyers can be a single person or a committee that directly controls budget and spending. The larger the deal size, the more senior the economic buyers will be involved. Smaller purchases commonly require only the approval of managers lower in the org chart, while deals with six-figure price tags can involve a board- or C-level evaluation committee.

The key to winning economic buyers over is to deeply understand the things that tend to make them say yes:

  • Finding the best-fit managed IT vendor for their organization
  • Ensuring long-term stability of both the MSP provider and the working partnership
  • Knowing the vendor’s approach to risk mitigation
  • Verifying different proof points about a vendor’s ability to deliver
  • Being able to objectively weigh costs against benefits

Bonus: Don’t Waste a Moment! See Sample Cold Calling Scripts


Now more than ever, cold calls help MSP vendors reach and connect with the different decision-makers involved in the purchase process. But this requires refining your MSP pitch to make it more relevant to what each decision-maker actually cares about.

To see how to put this strategy into action, check out our latest collection of cold calling scripts for various MSP buyer personas.


B2B Logistics firm Wins $6 Million in New Sales from Callbox Campaign [CASE STUDY]

Watch this short video to learn how Callbox helped a B2B logistics provider expand in a new market and close high-value deals faster.

This Pittsburg, PA-based logistics company has over 40 years providing managed freight, shipping, and storage services. It recently started expanding in the “last mile” segment by implementing a full spectrum customer acquisition plan.

The company needed help with top-of-funnel marketing activities, so it could focus on conversions in later funnel stages. Callbox became its outsourced marketing partner and launched a targeted appointment setting campaign that combined phone, email, LinkedIn, and AdWords.

The Client was able to close 3 of the Callbox-generated appointments as new customers, bringing in a total of $6 million in new sales.

Check out this video to see how we helped the Client achieve these strong results.

Read full story here: B2B Logistics Brand Seals $6M-Deal from Callbox Campaign (

18 Outbound Lead Generation KPIs to Track in Your B2B Dashboard

Not all marketing KPIs are created equal. Some are meant to be measured at fixed intervals, while others have to be closely monitored round the clock.

In today’s post, we’ll take a look at the latter group. Specifically, we’ll focus on several outbound multi-channel lead generation KPIs that need constant monitoring. These metrics need to be displayed on your dashboard all the time to give you a good grasp of your day-to-day marketing activities.

Tracking and Improving What Matters

In the old days, outbound lead generation used to be all about cold calling and paid advertising. The priority was volume over relevance, quantity over quality, reach over precision.

Today, outbound lead generation relies on targeted, relevant, and timely prospect outreach. The focus is now on high-quality interactions and conversions.

This is why outbound marketing now plays a key role in winning new and repeat customers, as well as driving results for ABM programs.

With its recent functions and focus, outbound lead generation performance is now measured using a new set of metrics. These numbers include KPIs that track campaigns on a tactical and logistical level, not just the strategic picture.

It’s important that you closely monitor these KPIs. These numbers give you a sharp view of what’s happening in the trenches and complements the bird’s eye view you get from looking at other marketing metrics.

Here’s a screenshot of Callbox’s Pipeline CRM showing these KPIs in action. We’ll go over some of these numbers in the next section.

Callbox Pipeline CRM

Outbound Multi-Channel Lead Generation KPIs

Modern B2B lead generation campaigns are typically made up of a number of marketing channels. These include a combination of outbound and inbound initiatives.

An effective outbound B2B lead generation program includes:

  • Phone
  • Email
  • Social Media (LinkedIn)
  • Live Chat
  • Remarketing


Phone outreach fulfills various functions in the modern outbound marketing program. Marketers use it to connect with top-of-funnel prospects as well as convert leads further down the pipeline.

This has led to an explosion in the types of metrics to measure the performance of phone-based outreach campaigns, covering various areas like data quality, activity/volume, reach rates, conversation quality, etc.

But the core KPIs to look at in order to get a feel for day-to-day phone-based outreach operations are:

  • Total Calls:  This is the number of calls made in a given time (usually per hour, per day, etc.)
  • DM Reached:  The number of target decision makers successfully contacted (also expressed as percentage of total calls or positive contacts)
  • Positive Contacts:  The number of answered calls (also expressed as percentage of total calls made)
  • Success Calls:  Calls which resulted in an appointment, lead completion, or any target action


Different types of outbound emails (such as cold emails, nurturing emails, follow-up emails, etc.) enable personalization at scale in a lead generation program. That’s why no matter what the naysayers claim, emails continue to be a go-to channel for practically every B2B marketer alive today.

Email KPIs fall into various categories (such as deliverability, engagement, response, conversions, etc.), but the important metrics to track in real-time include:

  • Emails Delivered:  The total number of sent emails that didn’t bounce (often expressed as a percentage of total email send-out volume)
  • Opens:  The number of sent emails opened by recipients (also taken as percentage of total emails sent); what constitutes an “open” can vary from ISP to ISP
  • New Email Contacts:  The number of new valid records added to list (can indicate how fast email database is growing)

Email metrics like click-through rates, bounce rates, and spam complaints are also crucial KPIs to monitor. But these are best observed over time, since these tend to be noisy in real-time.

Social Media (LinkedIn)

LinkedIn remains the best social media platform for B2B lead generation. LinkedIn currently has 630 million users and continues to add users at a rate of two per second. Plus, nearly half (45%) of LinkedIn users are in upper management.

Depending on the specific LinkedIn lead generation tactics you’re using, here are the daily KPIs you need to keep track of for this channel:

  • Connections:  The number of LinkedIn contacts you have a first-degree connection with (gained either when they accept your invitation or you accept theirs).
  • Groups:  The number of LinkedIn Groups you’ve joined and are actively participating in (measures potential for reaching a targeted audience and building authentic relationships)
  • Invites Sent:  How many invitations to connect you’ve sent out at a given time (used as base for comparison with number of connections)
  • InMails Sent:  The number of InMails sent out
  • Leads:  The total number of LinkedIn connections that meet your lead profile

Related: Facebook and Twitter Metrics to Track [INFOGRAPHIC]

Live Chat

Marketers and sales reps increasingly rely on live chat to engage outbound leads. Live chat is an ideal channel for boosting outbound lead generation results, since it’s the fastest and simplest way to start a one-on-one conversation with a lead.

To stay up-to-date with how your live chat channel is performing, make sure to track the following KPIs:

  • Inquiries:  The number of chat inquiries received in a given time (useful to determine surges in chat volumes and to respond accordingly)
  • Appointments or Leads:  How many qualified appointments or completed leads generated via live chat


Remarketing is a fine example of using outbound tactics to turn inbound prospects into leads. It works by targeting online ads at people who have already interacted with your company before (such as a prior website visit).

This is why remarketing now forms a key component of the modern outbound lead generation program. These are the remarketing KPIs to closely watch in real-time:

  • Clicks:  These are the number of clicks your remarketing ad receives
  • Impressions:  The number of times your remarketing ad is shown
  • Click-Through Rate:  A ratio showing how often people who see your ad end up clicking it.

These KPIs are also ideal stats to test out when running an A/B experiment on your remarketing ads.


These are some of the outbound multi-channel lead generation KPIs you need to constantly monitor. Of course, there are other important KPIs you also have to periodically track and analyze, though not as often as these metrics. Keep in mind that you cannot improve what you can’t measure.

Appointment Setting: 4 Steps to Boost Sales Meetings with Prospects

Appointment setting is an integral part of any lead generation or sales prospecting process and as a business development executive, I am aware of how sales and marketing work toward this goal because it leads them to the primary objective – customer acquisition. In other words, a sale will not happen unless you get to meet and talk to prospects.

Looks like a simple process yet a lot of salespeople struggle with sales appointment setting. A lot of businesses spend a huge chunk of their time and resources on finding ways to grab prospects’ attention and securing meetings with these decision-makers. Research shows that 75 percent of the total sales effort goes towards this process. Definitely a HUGE chunk!

We also experienced the same predicament during our early years. After a series of strategizing, trial and error, and going back to the board, it all boils down to these two – structure and clear goals. Once the team created a structure, creating a SMART (specific, measurable, attainable, realistic, timely) goal becomes easier.

Our process is simple and straightforward. In fact, it can be broken down into 4 crucial steps:

  1. Identify
  2. Expand
  3. Engage
  4. Nurture and Convert

Now, let’s look at each of them closely:

#1 Identify and profile your target companies and prospects

Getting prospects without identifying them first is like a boxer fighting his own shadow. You try to beat an enemy that doesn’t exist. The same applies to business – how can you know if the prospect you’re trying to run after is the right fit for you? Or how can you know that what you’re offering will address their pain point?

When our team finally identified and profiled the kind of clients we want to do business with, we saved ourselves not only of time, money, and effort. We saved ourselves from unneeded stress because we know what we’re after.

If a certain company or client does not fit your ideal customer profile, move on to the next one.

The key is to focus on high-value accounts by identifying target companies with the highest potential of turning into your customers.

The following is a step-by-step guide to building and profiling the right B2B lead list

#2 Expand your contacts within target accounts(companies)

After identifying your ideal customers, you need to gain in-depth understanding of each target account by building complete profiles of the individuals involved in the decision-making process. After all, the goal of appointment setting is to secure meetings with the right potential customers.

By doing so, you know the people you need to persuade and engage so they will take action. These individuals might include C-Suite such as CFOs, CIOs, and CMOs and/or upper management decision-makers.

This resource goes into detail on how you can refine your executive sales pitch using the three C’s of selling to the C-suite.

You can also tailor your approach to each key individual in the company. Remember that your primary goal is to connect the pain points of each person in the buying committee back to their company’s objective so they will reach a consensus to make a purchase decision.

#3 Engage across multiple channels

The importance of this step in every lead generation and appointment setting campaign is pretty self-explanatory but there are a few modifications that can help you get better results.

An effective approach to multi-channel marketing is to choose the channels your key prospects tend to use more often, and then tailor your outreach and appointment setting touchpoints based on their activities across these channels.

Knowing how frequently they use these channels is next to impossible but you can make an approximation using the information you’ve gathered in the first 2 steps.

For appointment setting, you can start engaging across the following channels:

  • EMAIL – deliver timely and personalized emails to warm up and nurture prospects. Create email templates for different touch points in the campaign – from initial outreach, all the way to targeted send-outs.
  • PHONE – nurture, qualify and book sales meetings with potential leads using 1:1 phone outreach. Phone-based touchpoints boosts performance by delivering leads at scale and producing results in real-time.
  • SOCIAL – social reinforces the touches made in other channels and enhances your campaign’s online visibility. Focus on three key social media deliverables: impressions, connections, and actions.
  • WEB – use lead-generating landing pages that maximize your sales appointments and conversions. The landing page serves as the campaign hub where your target prospects can learn more about your offer, access downloadable resources, and submit additional information.

Download over 40 B2B Email Templates for every situation – from cold outreach all the way to requesting referrals

Struggling with cold calls? Get our FREE sample appointment setting scripts for all industry types. This includes scripts for lead generation, event telemarketing, and customer profiling

#4 Nurture and convert into sales appointments

Now that you have identified and profiled your target accounts and individuals, it’s time to create customized campaigns that resonate with them.

Start aligning your message with the needs, interests, and challenges of each key person in the account. Ideally, the message you develop should have a unique value proposition that will influence each key person towards a buying decision.

Here are some points to consider when creating your appointment setting campaign message:

  • Understand what each key person believes in and meet them where they are.
  • Develop a clear and strong case for your position. It sends a message that you know what you’re talking about and eventually, the solution to their pain points.
  • You can further strengthen your case by using real-world examples to show that your ideas indeed work.

Bonus: Measure results and optimize when needed

Finally, you need to measure the results of your appointment setting campaign. Measuring the results also include tracking account engagement, calculating the opportunities that have been created as well as the deals you’ve closed and their value.

Results take time, so give your team time to create results. Keep on evaluating so you can adjust your appointment setting tactics and strategy if needed.

Appointment Setting Tool: Manage your leads and sales appointments using the Callbox Pipeline CRM

In-house and Outsourced Lead Generation: Getting the Best of Both Worlds

All businesses, big or small, depend on leads to find potential clients fast. Lead generation is defined as the process of finding people who are most likely to do business with you now or in the future. To consider them as leads, you must get their names, email addresses, or their company name so that it will be easy to establish a business relationship.

You could have started playing several roles in your new business, and one of them is lead generation. You meet people, ask friends to give you referrals, even buy leads. As the company grows, so does the need for more people. But, will scaling up your in-house lead generation team benefit your business? Or will outsourcing be a better option?  

Why Outsource Lead Generation?

Having an in-house team of lead generators may appear economic, outsourcing is still an attractive choice for those who want to save time, effort, and money without compromising the growth of their business for the following reasons. Check out these latest techniques that will help generate quality sales leads for your business.

#1 Efficient Scaling

The company does not have to create a new unit. Forming an in-house lead generation team could mean hiring new people, providing a workspace for them, and processing other documents related to their employment. When you outsource, you do not have to do these at all.

#2 Expert perspective

You get expert people to work for you. Outsourcing agencies only employ people that are highly qualified. They train them to increase their efficiency and to upgrade their knowledge and skills in using the latest tools and technology.

#3 Avoiding unnecessary micro-management

The company does not have to hold meetings and push the team. The agency from where they are outsourced takes the responsibility to deliver the kind of service that they promised.

#4 Maximized performance and flexibility

You can expect timely completion of tasks. When you outsource, there is always a time frame or deadline. Results must be delivered within the time frame, and so, you get immediate and positive results.

What marketing activities should you outsource?

  1. Outbound Calling / Appointment Setting – Depending on the marketing tactics you’re using, you’ll eventually need to pick up the phone to qualify and verify leads one-on-one—an activity which is best outsourced to a telemarketing firm
  2. PPC Campaigns – PPC can be very challenging, especially if you lack the needed background in search engine marketing.
  3. SEO – Not all companies can master the rapidly-evolving art and science of SEO, so it should be left to outside specialists if you don’t have the expertise internally.
  4. Social Media Marketing – While automation can help, social media marketing can still take up time and resources if carried out in-house.
  5. Event Marketing – When an outside lead generation provider takes care of the promotion and marketing of your event, you get to focus on what really matters: results.

How to Integrate an External Lead Generation Firm with Your Team

While companies can benefit from a co-sourcing model – blending the external lead generation firm with the in-house team, making sure that they can work together smoothly will maximize the benefits that you can reap.

Here are some ways to make the two teams fit together:

Establish communication lines

The outsourced lead generation firm must share information that can help improve company sales. You can set up teleconferencing once a month so that your in-house team is aware of the activities of the external team. Your lead generation outsourcing partner can identify the challenges that the in-house team members encounter so that they can help them find solutions.

The external agency must support the in-house team (and vice-versa)

When a company outsources some tasks, the company employees that do the job may think that you find them inadequate. It is essential to make sure that the agency you hired can provide the support that they need to achieve useful results.

Your in-house team is bound to wonder what the outsourced team is doing if they do not get any support from them.

Share success stories

Show your external agency and your in-house team how their cooperation has brought success to the company. Find time to celebrate their triumphs and make them aware that this success is the result of their twin efforts. It will inspire the two teams to continue working together to attain company goals.

How to choose the right lead generation outsourcing partner?

  1. Do they offer the type of lead generation service we need?
  2. Will they look after our brand and potential customers with same quality of care as ourselves?
  3. What do former and current clients say about them?
  4. How familiar are they with my industry?

Finding Synergy Between In-house and Outsourced Lead Generation

Most companies do not have a team that focuses on lead generation alone. Members of the sales and marketing teams would perform the task when there is an opportunity or when it is deemed necessary. They get leads when attending seminars, webinars, business conferences, and trade fairs. They get names and email addresses but fail to find out if these persons will be interested in their company’s business. It results in getting useless leads.

Finding Synergy Between In-house and Outsourced Lead Generation

Companies that offer lead generation services specialize in this undertaking. They are experts in using all lead generation tools, strategies, and technologies. They are expected to bring the results as promised, and they have to do everything they can to deliver what was promised to their clients.


Outsourced lead generation will not succeed if it is not integrated into a company’s current system. Taking steps to enable the external lead generation firm and the in-house team to collaborate will bring the best results.

A Step-by-step Guide to Building and Profiling the Right B2B Leads List

List building or contacts profiling is the process of pre-qualifying your prospects and contacts in order to collect and prepare all the relevant information needed for your lead generation campaign. It helps you save precious time and energy in driving your sales and marketing operations, and ensures that your lead generation campaigns are effective.

Here are 7 steps we have used over the years to help clients build and profile the right B2B leads list for their campaign:

1. Gather and prepare the most important specs

You would often start with the most basic task of all – collecting vital information that will help you and your team make better classifications of targets. While seemingly elementary, at Callbox, we find this step to be crucial and highly helpful in narrowing down the B2B leads list as lead generation campaigns progress.

Here are the different types of data (at minimum) that you would need to gather:

Target Geography or Location

This would include a list of cities and their zip codes, regions, and countries where the campaign will be potentially launched.

Your campaign’s success is dependent on whether you decide to expand or narrow down your geographical reach. Expanding or narrowing down this parameter mostly boils down to what you’re trying to achieve for the campaign.

Target Industries

We usually include Standard Industrial Classification (SIC) codes which is a system used to classify various industries in four-digit codes. It is widely used in the United States and the United Kingdom.

We find SIC codes very helpful as it helps us organize prospects systematically. Additionally, we also use common keywords (e.g: technology companies, financial firms, etc.) that define or classify certain industry groups.

Target Prospects and Stakeholders

In every marketing campaign(lead generation, sales prospecting, event marketing), it is imperative that you identify the key people and influencers in your target accounts’ org chart.

Who are the key people that impact the purchase decision for your offer?

Identifying multiple contacts allows you to address different concerns and objections from different stakeholders within a company.

Revenue/Employee Range

Depending on your offer, this parameter could be optional. Most companies find it necessary to estimate beforehand how much an organization is willing to spend for a solution or a product. This parameter does not tell it all, but it can provide a good indication on who you would want to prioritize for your campaign – contacts from organizations that offer the highest revenue potential for your business.

2. Evaluate the target specs

Having gathered all the helpful data needed, you can move on to evaluating the target specs you have collected and assess whether certain groups are doable or not. This also means that you need to be able to remove from the list certain targets who may not necessarily benefit from the product or may not need it after all.

At Callbox, this is the part where we also finalize the target criteria and we usually end up either expanding or altering the list as we go along.

In the end, you need to be able to come up with a list of targets promising enough to take a business to the next level.

3. Make an initial B2B leads list based on the available data

At this point, you would have narrowed down your list to the top choices. By saying this I mean that you have thoroughly weighed the outcome and those whose names appear on the list will contribute to the success of the marketing or sales campaign.

4. Assess the list score

There are several ways to score your B2B leads list. You can rank prospects based on profile completeness, the value of certain attributes (position, social media followers, etc.), or a combination of demographic and activities – the latter is usually determined during the campaign.

At Callbox, before launching a campaign, we aim for a list score of 50% and above – using a combination of information completeness and the perceived value of each lead to the client.


Having a lead scoring system more or less guarantees that your team will have access to vital information about the targets listed.

5. Polishing and data cleansing

Checking and checking again is key. Based on our experience, there is always something to add, something amiss, something that needs to be expanded or removed. This step may sometimes make you feel like you are right back where you started, but that it is better rather than become overconfident and miss out on other important details.

A common practice is to compare data from your B2B leads list to old existing data (if available).  Comparing gathered data allows you to make corrections if there be a need for any.

The following video goes over the 5 F’s of data hygiene best practices for richer data-driven campaigns.

6. Data expansion: Adding supplement contacts

Along the way, I also often come across additional data that is good as back up. Having 2 potential contacts listed is way better than just having one. It gives you a Plan B should the first contact be inaccessible.

By connecting with different company contacts, you can improve your brand’s chances of getting picked up on a potential customer’s radar.

7. The review process – for inputs and approval

At the end of the day, it is important to get third-party insights from people within your team. The success of your B2B leads list building process also greatly depends on how well we marry our ideas, beliefs, and business intuition.

One very crucial requirement in compiling marketing databases is that the lists need to be fully compliant with applicable data privacy laws and regulations. We’re handling data after all, and it’s always good practice to manage data ethically and responsibly.

That’s why it’s important to take extra measures throughout each step in the list-building process to ensure full compliance with requirements outlined in laws such as GDPR, the CAN-SPAM Act, PDPA, and others.