Tag Archive for: case-study

VoIP Switches to Callbox, Gains High-Value Sales Appointments

The Client

The Client is a US-based company that primarily provides telephone voice and data communications services. The company also The Client is a US-based company that primarily provides telephone voice and data communications services. The company also develops software for IP communications and telephony systems.

The Challenge

Despite having already worked with a number of third party lead generation providers, finding companies interested in their services for the long term remained a challenge. Most of the leads and appointments from their former marketing partners were a poor fit for the Client’s enterprise VoIP solutions. When those prospects reached the Client’s sales team, reps uncovered that many of them were actually still not in the market for the company’s offerings.

Additionally, the Client also observed that their previous providers were not able to fully capture and communicate the company’s unique value proposition, failing to map out key product benefits with business pain points in campaign materials used in the outreach programs.

With the lessons gained from these earlier campaigns, the Client searched for a reliable marketing agency that can provide them with a full suite of tools and strategies to book sales meetings  with interested and qualified prospects.

The Callbox Solution

To address the Client’s problem with the quality of sales appointments, the Callbox team carried out an Account-based Marketing Lead Generation & Appointment Setting campaign which consisted of:

  • Account-Based Multi-Channel Lead Management via Voice, Email, Webinar, Chat, Web, and Social Media
  • Sales Enablement & Support which included Team Training, Account Setup, and Back Office Sales Support
  • Tools & Subscriptions to the Callbox Pipeline and HubSpot CRM
  • Account Management with Strategy Building, Reporting, and Product Knowledge

THE CAMPAIGN GOALS 

  • The Callbox team was to profile and update each contact information with each call, and ask prospects probing questions to uncover not just perceived, but actual business needs. 
  • Send personalized emails to prospects and track every action taken by them like clicking a link on a website or submitting a form.
  • Book meetings with interested prospects for the Clients reps.

The campaign involved two key steps:

Account Research and Selection

  1. The Client specified target industries, locations, 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: CTO, CIO, IT Manager, IT Decision Makers
  3. The master contact list was segmented based on these decision maker profiles, and was further grouped according to industry type

Results

The ABM campaign generated a total of 78 Sales Qualified Appointments, 81 Follow-ups, and 56 Potential Leads.

AU Janitorial Firm Wins 6 New Clients and $330K in Deals from Campaign

The Client

The Client provides professional managed cleaning services to businesses, government offices, and nongovernment organizations across Victoria and all over Australia. The company’s customer segments include: office, commercial, hi-rise, industrial, retail, medical, and hospitality buildings.

The Challenge

Although the commercial cleaning sector is projected to grow at a healthy 5.0% each year, commercial cleaners continue to face fierce competition and strong downward price pressure, leading to falling sales and shrinking profit margins across the industry.

As a result, commercial cleaning providers like the Client now look to include more proactive marketing tactics in their customer acquisition programs. Having this in mind, the Client focused on inbound marketing, but later planned to reintroduce outbound prospecting into its marketing mix to supplement its inbound efforts. The company’s current prospecting program generates an average of 20 face-to-face appointments each month, and the Client aims to increase it by at least 25%.

The Callbox Solution

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

  • Account-Based Multi-Channel Lead Management via Voice, Email, Chat, Web, Webinar, and Social Media
  • Sales Enablement & Support which included Staff Training, Account Setup, and Back Office Sales Support
  • Tools & Subscriptions to the Callbox Pipeline and HubSpot CRM
  • Account Management including Strategy Building, Reporting, and Product Knowledge.


The Goals

  • The Callbox team was to reach out to potential customers to uncover pain points and upcoming needs
  • Book meetings with qualified prospects for the Client’s consultants
  • Keep the database profiled and updated throughout the campaign

The campaign involved two key steps:

Account Research and Selection

The Client specified target industries, location, and
decision makers.

The Client specified target industries, location, and
decision makers.

  1. The Client specified target industries, location, and decision makers.
  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.

Email Marketing

  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 General Managers, Operations Managers, Maintenance Managers, Office Managers, Owners
  3. The master contact list was segmented based on these personas, and was further grouped according to industry type.

Results

Overall, the Appointment Setting campaign produced a total of 120 Appointments and 58 Marketing Qualified Leads.

Out of the leads generated, the Client was able to close 6 accounts valued at $330,000 in total.

L.A. Physician Streamlines Back Office Ops in Ongoing 11-Year Partnership with Callbox

The Client

The Client is a Los Angeles, CA-based physician who specializes in rheumatology and internal medicine with more than 21 years of medical practice. The Client is affiliated with a group practice health center in the Los Angeles area.

The Challenge

The Client has been working with a virtual assistant (VA) from Callbox since 2007. The VA handles a number of back office and administrative responsibilities, including various data processing, bookkeeping, and other office support tasks.

A key hurdle that the Client faced early in the outsourced program was to ensure seamless integration of the remote workload into the practice’s internal processes. This was particularly crucial since the Client’s office had been using a diverse set of tools to carry out many of the admin activities in-house prior to partnering with Callbox.

Another critical challenge that occasionally surfaced throughout the 11-year partnership was the need to quickly modify the outsourced workflow in response to the Client’s changing requirements. For example, when the Client’s affiliate health center began expanding its patient base, some key steps in the internal processes had to be significantly readapted.

Since the Client’s schedule changes from time to time, the Client also expects a high level of flexibility and availability from the remote assistant.

The Callbox Solution

From a pool of candidates who had extensive background in medical administrative and support roles, Callbox provided the Client a virtual assistant with a high level of proficiency in many of the back office tools that the Client was using. Some of the tools included:

  • QuickBooks
  • Yahoo Business Email/Yahoo Calendar
  • Google Docs, Sheets, and Slides
  • RingCentral (phone, messaging, and video conferencing)
  • eFax
  • Password Managers
  • Dropbox

Selecting the assistant based on relevant experience significantly shortened the learning curve and enabled smooth deployment. Callbox also provided ample opportunities and incentives for continuous improvement. This helped the designated virtual assistant continually increase efficiency and productivity across multiple tasks, such as:

  • Recording transactions on QuickBooks
  • Submission of credentialing applicationfor Medicare, Medi-Cal and other insurance provider
  • Managing the practice’s disbursements and payables
  • Processing the practice’s licenses, permits, and other requirements
  • Updating and processing CRM records
  • Carrying out specialized desk research
  • Handling email communications
  • Providing phone support
  • Creating and posting online ads

Callbox also arranged holiday and sick cover for the assigned virtual assistant to minimize disruptions and ensure availability.

Results

The Client mentions that Callbox’s virtual assistant has helped streamline and improve the practice’s operations.

Not only has the outsourced assistant made the Client’s back office processes more efficient and helped the practice cut costs, but the outsourced arrangement also frees up time and resources which allows the Client to devote more attention to patient care. This is the main reason why the Client continues to choose Callbox as an outsourcing partner.

Utility Gains Omni-channel Inbound and Admin Support with Callbox

The Client

The Client is the sole electric power distribution company for one of the cities in the Central Philippines. Founded in the 1920s, the company primarily serves a metropolitan area consisting of more than 54,000 households and commercial establishments.

The Challenge

In 2013, the Client faced a number of business challenges that prompted a thorough review of the company’s internal processes. An increase in the frequency of power outages and multiple billing disputes caused a spike in consumer complaints. This, in turn, overstretched the company’s customer welfare desk, leading to long hold times and request backlogs.

Understaffed and struggling to meet customer demands, the Client decided to farm out part of their customer care operations to a local contact center, which handled phone-based customer care, billing follow-up, and notification campaigns.

But nine months into the outsourcing program, results showed only a minimal performance improvement in terms of resolution rates, ticket backlogs, and satisfaction scores.

Further review of the Client’s customer service processes revealed that it needed to overhaul many of its inbound and admin workflows. Customers were reaching out to the company through other channels than phone, but the Client has yet to adequately cover those other touch points.

The Client also understood the need for having a unified view of each customer for better reporting and case management, since customers often found themselves repeating the same requests and complaints to different customer service reps, while reps persistently experienced difficulties in updating and retrieving customer information.

It was clear that the company’s outsourcing requirements went beyond processing inbound customer calls.

The Callbox Solution

In 2014, the Client switched providers and entered into a two-year outsourcing contract with Callbox, having chosen the latter for its multi-channel customer service capabilities, broad range of outsourced back office solutions, and comprehensive process management tools. The contract was renewed in 2016, in which the Client doubled the number of Callbox agents handling the project.

Upon signup, Callbox then closely collaborated with PECO to evaluate and recommend improvements to many of the key inbound activities in its customer service desk, including:

  • Customer Care and Support
  • Billing and Payment
  • Complaint Resolution
  • Hotline and Dispatching Services
  • Notification Campaigns
  • Outage and Emergency Reporting, and internal coordination with the Switchboard and Field Trouble Shooting Teams
  • Customer and Market Research

To carry out these roles, Callbox had originally assigned a dedicated six-person team consisting of five full-time specialists and a support staff. This was later increased to 12 agents during contract renewal in response to a growing customer base and largely positive results in the initial two years.

Some of the team’s main responsibilities include back office and administrative tasks such as:

  • Answering email and chat inquiries
  • Assisting with inbound and outbound calls
  • Documenting and routing complaints to the appropriate departments
  • Processing account inquiries and billing disputes
  • Following up on bills and late payment notifications
  • Accessing and updating customer records in CRM

Throughout much of the outsourcing program, Callbox provided the CRM platform and ensured seamless integration with the Client’s internal system. In August 2018, data from back office and administrative activities handled by Callbox have been migrated to the Client’s own CRM without disrupting any customer service process.

Results

The Client’s outsourcing program with Callbox is now in its fourth year, and Callbox remains a key strategic partner for the company.

By transferring much of the back office and administrative workload to the Callbox team (plus leveraging its omni-channel and process management capabilities), the company’s customer welfare desk has been able to focus on core activities that resulted in:

  • 85% rep occupancy rate (up from 62%)
  • 27% Reduction in average case handling time
  • 32% increase in daily case resolution rate
  • 19% improvement in median case quality scores

Mobile Platform Deepens Pool of Potential Merchant Partners in SG Campaign

The Client

The Client is the Singapore office of a South Korea-based Internet platform developer that specializes in e-commerce, online-to-offline (O2O) solutions, and digital marketing. The company is a fully-owned subsidiary of a Fortune Global 500 firm with 2,300 employees and offices in eight countries.

The Challenge

Headquartered in South Korea, The Client established its Singapore office in 2012, providing a suite of integrated marketplace platforms tailored for the local online and mobile commerce segments. This included its flagship social discovery app launched in 2013 that allowed users to share and recommend places of interest in Singapore.

One of the app’s key selling points was that it featured an extensive network of merchant partners that actively engaged users with exclusive offers and promos. The app gave participating merchants an added channel for having real-time conversations with customers, improving brand visibility through user-generated content and micro-influencers, as well as gaining valuable customer insights and contextual marketing information.

Several months after releasing the app, the Client wanted to accelerate the growth of its merchant partner network in response to very positive user adoption numbers. This led the company to consider implementing targeted marketing tactics alongside its inbound marketing efforts.

But with little experience in direct marketing and much of its marketing resources already tied up in existing programs, the Client realized the best way forward was to work with a third-party provider that specialized in targeted outreach.

The Callbox Solution

The Client chose Callbox after reviewing a shortlist of marketing agencies, pointing to Callbox’s long-term experience deploying successful campaigns in Singapore as the deciding factor.

Callbox and the Client then developed a campaign plan that combined emails and phone calls delivered as a sequence of multiple touches. The main campaign objectives included:

  1. Engaging target contacts to gauge fit and interest
  2. Booking face-to-face meetings with qualified prospects
  3. Collecting information needed in the Client’s sales process

Appointment Setting

  1. The target prospects included business owners, restaurant managers, marketing managers, and general managers from retailers in Singapore.
  2. Callbox prepared all campaign materials including the call script and campaign list, which were reviewed and approved by the Client.
  3. The Callbox team maximized target contact reach rates by leveraging SMARTCalling, Callbox’s proprietary call management system.

Email Marketing

  1. The campaign’s first touch point was an intro email that primed prospects up for the sequence of one-on-one calls. Follow-up emails and targeted send-outs (for distributing additional marketing materials) were also used at later stages in the campaign.
  2. The Callbox team created and tested all email materials including templates, copies, and landing pages. The team also handled replies and prospect requests.
  3. The Client monitored the entire campaign (including both email marketing and phone-based appointment setting) through Pipeline CRM, Callbox’s lead management and marketing automation tool.

Results

Callbox completed the campaign and handed off a total of 129 qualified appointments and 302 verified leads to the Client.

Since the campaign followed a multi-touch cadence that started with email activities designed to initiate contact, the Callbox team only began generating appointments near the end of the first month. Once the nurtured contacts began converting, the campaign was able to consistently deliver between 18 to 25 qualified appointments each month.

The Callbox team also achieved a relatively high target contact reach rate of around 24% and, by the end of the campaign, the team connected with a total of 3,045 target contacts.

The Client projected that 80% of the appointments generated in the campaign would convert into qualified sales opportunities, with 60% turning into signups. That translates to 62 potential new merchant partners for the Client’s social discovery app.

SG-based 3PL Company Doubles Sales Appointments, Gears Up For Expansion

The Client

The Client is a Singapore-based third-party logistics (3PL) provider that offers warehousing, distribution, transportation, and freight management services primarily to freight forwarders and shippers. The company also provides value-added services including crating, labeling, sorting, sub-assembly, and fumigation.

The Challenge

Third-party logistics (3PL) is the process of outsourcing parts or all of a business’s supply chain and logistics operations to another company. As supply chains become more complex, many shippers now find it more cost-effective to work with 3PL service providers that take care of transport, warehousing, customs brokerage, and freight forwarding—instead of doing these activities in-house.

As part of its effort to improve the company’s market position, the Client looked into expanding the outbound component of its customer acquisition program where the bulk of its lead generation initiatives were mostly tied up in inbound tactics, but the Client wanted a more proactive approach and a bigger role for outbound in its marketing mix.

The Client teamed up with Callbox to deploy an outbound prospecting program that would complement the company’s current marketing efforts. Under its existing strategy, the Client averaged 8 to 10 appointments each month, and the company wanted Callbox’s help to develop a new lead source and increase the flow of qualified prospects into their pipeline.

The Callbox Solution

Callbox designed a Lead Generation & Appointment Setting campaign for the Client which consisted of:

  • Multi-Channel Lead Management which utilized Voice, Email, Web, Chat, Webinar, and Social Media
  • Sales Enablement & Support that covered Team Training, Account Setup, and Back Office Sales Support
  • Tools & Subscriptions to Callbox Pipeline and HubSpot CRM
  • Account Management with Strategy Building, Reporting and Product Knowledge

THE CAMPAIGN GOALS

  • The Callbox team was to profile the database, and keep each contact accurate and up to date in order to get a good conversion rate out of the target accounts.
  • To call and pre-qualify target prospects based on the Client’s criteria, and book interested prospects with the Client’s specialists.
  • To build connections with potential clients on social media to increase brand awareness.

Account Research and Selection

  1. The Client specified target industries, locations and decision makers
  2. Based on the industry and DM specifications, Callbox worked out the Client’s ideal customer profile (ICP) which served as a basis for identifying qualified accounts
  3. A list of potential contacts to target was then compiled by the Callbox team which was reviewed and approved by the Client

Account and Prospect Profiling

  1. The Client provided target decision makers 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 For Freight Forwarders: Air/Sea Freight Division Manager; For Shippers: Trade Compliance Manager, Shipping Officer, Procurement Manager, Supply Chain Manager, Controller, Persons in Charge of Imports/Exports
  3. The master contact list was segmented based on these personas and was further grouped according to industry type

Results

The campaign met all the Client’s expectations, particularly in terms of the number of qualified appointments delivered and net new prospects added into their pipeline: 165 Sales Qualified Appointments, 193 Marketing Qualified Leads, and 44 Follow-ups.

AU Security Firm Gets 1,800+ Sales Appointments from 18-Month Callbox Campaign

The Client

The Client develops, installs, and maintains access control and CCTV systems for businesses, as well as offers security integration services and customized security solutions. The Client primarily sells to small and medium-sized organizations across a wide range of industries all over Australia.

The Challenge

The Client ranks as one of the leading Sydney-based security companies that specialize in fully-integrated video surveillance solutions for businesses. The company offers its products and services directly to customers, as well as through its network of channel partners and contractors.

To address the growing competition in its home state of New South Wales and some areas in Queensland, The company adopted a more proactive marketing approach, which added direct outreach into the marketing mix to complement its existing inbound program.

The Client initially carried out outbound activities in-house with its inside sales team researching and contacting cold prospects via phone and emails. But the effort only managed to deliver 37 appointments after six months (or an average of 6 per month).

It was clear that the Client had a hard time scaling its outbound marketing activities. Prospecting took up nearly half of their inside sales team’s time, and the company wasn’t sure how hiring new reps would improve results.

That was when the company decided to outsource its outbound marketing program and let Callbox handle the time-consuming tasks of identifying and setting sales appointments.

The Callbox Solution

Callbox planned an initial one-month campaign for the Client, since the company wanted to see first how partnering with an outside provider would work out. The main strategy behind the campaign was to use a combination of email outreach and phone conversations to qualify prospects and schedule meetings on behalf of the company’s reps.

Right after the pilot program, the Client decided to proceed with the campaign and reviewed the project status on a monthly basis. The two main campaign components (phone-based appointment setting and targeted email outreach) focused on these activities:

Appointment Setting

1. The campaign primarily targeted proprietors, managing directors, managing partners, and (secondarily) other persons in charge of business security at SMEs in NSW and QLD.

2. Callbox closely collaborated with the Client to create the materials for the campaign, including call scripts and the prospect list.

3. Agents engaged the target prospects in one-on-one conversations in order to introduce the Client’s latest line of video surveillance systems and to book qualified prospects for a face-to-face consulting session with one of the company’s licensed security specialists.

Email Marketing

1. The Callbox team used emails to initiate contact with prospects and to nurture them throughout the campaign.

2. The campaign also relied on emails to follow up with and respond to prospect inquiries and requests.

3. Callbox crafted and tested the email templates and landing page based on the Client’s requirements and feedback.

Results

In the campaign’s first month alone, the Client received 55 qualified appointments, which was around 1.5 times what the company was able to generate from its in-house prospecting activities. By the end of the campaign, Callbox handed a total of 1,829 qualified appointments to the Client, (or an average of 101 qualified appointments each month). The campaign also added 1,993 follow-ups and 414 requests for information to the Client’s prospect pipeline.

This led the Client to request more calling agents from Callbox to be assigned to the campaign in the subsequent months. This, in turn, helped steadily increase the number of qualified appointments produced during the first few quarters of the campaign, as shown below:

By the end of the 18-month campaign, Callbox handed a total of 1,829 qualified appointments to the Client, (or an average of 101 qualified appointments each month). The campaign also added 1,993 follow-ups and 414 requests for information to the Client’s prospect pipeline.

Healthcare SaaS Vendor’s Pipeline Growth Jumps 2-Fold in 3-Pronged Campaign

The Client

The Client provides NLP-based computer-assisted coding (CAC), clinical documentation improvement (CDI), compliance auditing, and analytics solutions to hospitals and healthcare facilities all over the United States. The company also offers medical coding, transcription, and revenue cycle management services.

The Challenge

The Client, a provider of NLP-enabled medical coding and health information management SaaS applications, routinely outsources initial prospecting activities to third-party agencies. With a sales cycle that can take more than six months to complete, the company believes its in-house sales team is best put to use nurturing and following up qualified opportunities instead of doing cold outreach.

The Client, however, has had mixed results with different outsourced marketing companies so far. The previous outsourced campaigns often ran into issues such as:

  • Prospect lists that need further profiling and updating
  • Not enough time given to product knowledge training
  • High percentage of no-show appointments
  • Appointments not properly vetted and qualified

This led the Client to briefly reassign much of the prospecting work to its in-house reps. But this move also produced underwhelming results. The Client saw a corresponding drop in the number of proposals sent.

It was clear that outsourced prospecting made more business sense for the Client, but the company needed to make sure that the agency it partnered with should focus on both volume and quality of sales opportunities being delivered.

The Callbox Solution

The Client chose Callbox after a thorough review process, pointing out Callbox’s multi-channel, multi-touch approach at prospecting as a crucial factor. Callbox’s own track record and a growing body of industry research show that this strategy tends to produce higher quality prospects at scale.

In addition, Callbox also had an extensive technical background in complex-sale products such as healthcare SaaS solutions, which meant a more favorable learning curve for the agents and faster campaign deployment.

The Callbox team then collaborated with the Client to work out an appointment setting program that combined phone calls, emails, and social media, with the goal of setting up phone demos with qualified prospects who want to learn more about the Client’s SaaS offerings.

Appointment Setting

  1. Callbox identified potential hospitals to target all over the United States and segmented the records into small, medium, and large institutions based on the number of hospital beds available in each facility.
  2. The Callbox team then pinpointed which decision makers to contact in each hospital, which included roles such as HIM directors, CIOs, CFOs, and persons in charge of clinical documentation.
  3. Agents then contacted each prospect to qualify them as leads or schedule them for a phone demo with the Client’s reps.

Email Marketing

  1. The campaign team created email templates for the different touches in the prospecting cadence, including initial outreach, targeted send-outs, and a series of follow-up emails.
  2. Intro emails warm up prospects and help the team identify which ones to prioritize, while targeted send-outs allow agents to distribute the Client’s marketing materials to interested prospects.
  3. The Client also helped set the touch points in the prospecting cadence through Lead Nurture, a built-in drag-and-drop marketing automation tool within Callbox Pipeline, Callbox’s proprietary lead management and CRM platform.

Social Media

  1. This provided another set of touch points to nurture and engage prospects.
  2. The campaign team’s social media specialists expanded the Client’s social media connections, joined relevant groups, and reached out to prospects via InMails.
  3. The Callbox team also collected additional prospect data to further enrich the contact and appointment information handed off to the Client.

Results

The campaign generated a total of 187 qualified appointments to the Client’s reps. This represented more than a two-fold increase over what its internal sales team could typically produce in a comparable period. This strongly indicates that the rapport-building and lead nurturing efforts during the campaign’s early stages are turning into measurable results.

The social media activities, meanwhile, generated 759 new connections and reached a 12.5% InMail response rate.

Callbox Seamlessly Pivots Campaign as HR Software Firm Rebrands

The Client

The Client is a UK-based business services and software company that offers cloud-enabled solutions for recruitment and talent acquisition. The company primarily sells to mid and large-sized businesses across different industries.

The Challenge

With over 20 years’ experience providing award-winning recruitment to high-profile customers, the Client recently underwent a major strategic pivot. The shift in focus sought to realign the Client’s various offerings in its US, APAC, and UK divisions under a single global identity.

As part of its new business direction, the company also unveiled a new suite of enhanced talent acquisition tools. This move aimed to further strengthen the Client’s position as a key technology partner for modern HR and recruitment teams.

To support its recent refocus and product rollout, the Client planned a series of marketing initiatives designed to:

  • Increase awareness of its new value proposition through live events, especially in markets that still offer room for growth
  • Generate opportunities with companies that show a clear need and fit for the Client’s offerings through targeted marketing campaigns

The company decided to look for a third-party agency that can help it quickly gain a foothold in its target markets.

The Callbox Solution

Callbox put together an Account-Based Marketing Lead Generation & Appointment Setting campaign plan which consisted of:

  • Account-Based Multi-Channel Lead Management which utilized Voice, Email, Chat, Web, Webinar, and Social Media
  • Sales Enablement & Support that covered Staff Training, Account Setup, and Back Office Sales Support
  • Tools & Subscriptions to Callbox Pipeline and HubSpot CRM
  • Account Management which included Strategy Building, Reporting, and Product Knowledge

Account Research and Selection

  1. The Client specified campaign target industries, location, 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 decision makers 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 HR Director, HR Manager, VP for Talent Acquisition Manager, HR Executive, Senior Recruiters
  3. The master contact list was segmented based on these personas and was further grouped according to industry type

Results

Overall, the Account-Based Marketing Lead Generation & Appointment Setting campaign delivered 140 Sales Qualified Leads, 57 Marketing Qualified leads, 50 Follow-ups, 70 For Callback, and 437 Social Media Connections.

Expat-Focused Financial Planning Firm Expands in Niche SG Market

The Client

The Client is a Singapore-based financial advisory firm that specializes in tax, investment, pension, and estate planning for British expatriates living in SG.

The Challenge

The Client offers several lines of financial planning services to expats currently working and residing in Singapore. The firm’s client portfolio primarily consists of UK expatriates, which has seen a steady year-over-year growth since its inception. The Client has also received a number of industry awards and recognition as one of Singapore’s leading and most trusted financial advisory groups.

In 2016, the firm underwent administrative and operational streamlining. One area impacted by the changes was customer acquisition. The new business development strategy assigned prospecting and nurturing responsibilities into a single in-house team, which sometimes resulted in the same individual doing the tasks of researching prospects, screening contacts, booking introductory meetings, and following up on opportunities.

The client wants its business development team to concentrate on bottom-of-funnel activities, so that they can devote more time and effort to crucial points in the conversion funnel. The firm plans to delegate most activities in its current prospecting process to a reputable third-party provider.

The Callbox Solution

The Client chose Callbox after evaluating a number of options, citing Callbox’s extensive project portfolio of Singapore campaigns along with its flexibility to seamlessly integrate into the Client’s ongoing business development workflow.

Callbox then closely collaborated with the Client to develop a campaign plan that combines personalized email touches with targeted phone calls to:

  • Identify UK expatriates who fit the Client’s ideal customer profile
  • Qualify contacts based on interest
  • Collect and verify prospect data

Some key campaign activities include:

Database Profiling

  1. The Client provided its own contact list to be used in the campaign, which was then thoroughly profiled by the Callbox team.
  2. The Client’s list was cross-matched with records in Callbox’s in-house database as well as validated using external data sources.
  3. Before being deployed, the list underwent a final round of data scrubbing where inaccurate, duplicate, and missing records were fixed. The updated list was handed over to the Client at the end of the campaign.

Email Marketing

  1. The Client also provided its own outreach email template, which was then reviewed by the Callbox team.
  2. Callbox prepared the rest of the templates for the campaign, including copies for follow-ups, targeted send-outs, and triggered responses.
  3. The Callbox team also designed and tested the various landing pages used in the campaign, as well as optimized each email component.

Appointment Setting

  1. The Callbox team came up with a call script designed to achieve all three campaign objectives.
  2. Agents qualified every prospect with probing questions that identified their suitability and willingness to schedule an initial phone appointment with one of the Client’s financial advisors.
  3. The Client kept track of the campaign’s results in real-time through Pipeline, Callbox’s proprietary CRM and lead management tool.

Results

Callbox carried out the campaign until all records in the Client’s list were contacted and followed up. It took the team two months to complete the project. Most of the campaign’s initial stages were spent on email outreach. Some key results of the campaign’s email marketing activities include:

  • 98.3% delivery rate
  • 33.8% open rate
  • 13% click-through rate

The campaign’s 46 qualified appointments began trickling in near the end of the first month (17 appointments) and increased in the second month (29 appointments), as warm contacts during the email outreach phase started converting into qualified prospects.While the Client hasn’t specified how much of the 46 phone appointments it expects to close as new customers, the Client says the quality of conversations with the Callbox-supplied opportunities has prompted an upward adjustment to its pipeline growth forecast.

NZ B2B Media Company On Track to Hit Targets with Callbox

The Client

The Client provides corporate video production services to a wide range of businesses and organizations in New Zealand. The company specializes in video projects for advertising, corporate communications, event coverage, and motion graphics.

The Challenge

The Client offers video production services to corporate and business customers all over New Zealand. The company maintains a portfolio of video projects used in internal and external communications, company profiles, corporate announcements, events coverage, customer testimonials, product guides, training resources, and promotional materials.

The company recently ramped up its customer acquisition objectives, with particular focus given to mid-sized organizations located in the Auckland and Hamilton areas. The Client wanted to grow its market share in the “Golden Triangle” region, where the company expects demand for corporate video productions to outpace the rest of the country.

In order to meet its new targets with the sales resources and manpower it currently has, the Client believes it’s going to need the help of a third-party agency doing much of the top-of-funnel prospecting legwork, so that its sales development team can exclusively focus on mid- to bottom-of-funnel stages.

The Callbox Solution

The Client partnered with Callbox after reviewing proposals from a number of marketing agencies. Callbox met all the Client’s requirements in terms of value and experience, with the Client saying that the extensive New Zealand records in Callbox’s proprietary database was a key determining factor.

Callbox then closely collaborated with the Client to plan out a 12-month appointment setting campaign that integrated one-on-one calls with targeted email outreach. The campaign’s overall goal was to introduce the Client’s video production services to relevant decision makers from companies in its target industries and to book qualified prospects for a meeting with the Client’s reps.

Appointment Setting

  1. Callbox compiled the target list which included various job titles relevant to the Client’s suite of video production services.
  2. The Client reviewed and approved the call script which was prepared by the Callbox campaign team. Aside from probing questions, the script also included items designed to gather other pertinent information from the prospects.
  3. Successful calls included contacts who expressed interest to know more or currently have a definite video production requirement. Prospects who agreed to meet with the Client’s reps over the phone or at their office were tagged as qualified appointments.

Email Marketing

  1. Callbox created the template for initial email outreach, while the Client provided the template used to send out additional materials.
  2. The Callbox team continuously tracked and refined each component of the email marketing campaign in order to maximize response rates.
  3. The Client received real-time campaign updates and helped plan email marketing cadence using Callbox Pipeline, the company’s proprietary CRM and marketing automation tool.

Results

The campaign began by initiating contact and nurturing warm leads through targeted email outreach. Accordingly, most of the results generated during the campaign’s first couple of weeks were almost exclusively related to email marketing initiatives, including average delivery rates of 98%, open rates of 33%, and CTRs of 7%.

Out of the 120 total qualified appointments, the Client expects to turn 75% (or 90) into sales-qualified opportunities. With average close rates of 60%, the Client can potentially generate around 54 new customers from the campaign within the next sales cycle.

High-Growth SaaS Startup Boosts Momentum with Callbox Campaign

The Client

The Client is a Singapore-based software-as-a-service (SaaS) company that develops and offers a transportation operations management platform primarily for SMEs in Southeast Asia. Its subscription-based cloud service provides collaborative planning, route optimization, driver dispatch, and e-signing capabilities for fleet owners.

The Challenge

The Client helps SMEs better manage their fleet of land transport vehicles with its cloud-based logistics operations platform. The platform automates many of the challenges that businesses face in their logistics processes, such as handling job orders, tracking vehicles, allocating routes, planning schedules, and dispatching drivers.

Founded in 2012, the Client has experienced strong growth over the last three years, with annual revenues increasing 350% year-on-year. The company says around 100 organizations (including some Fortune 500 brands) across Southeast Asia now regularly use its system to process nearly 1 million delivery and pickup tasks.

After raising its seed round, the Client rapidly expanded its user base in Singapore and also gained additional subscribers in different locations across Southeast Asia. As part of its medium-term growth outlook, the company planned to increase its market share in Singapore and Malaysia, before focusing on Indonesia and other markets in the region.

With less than 50 employees (most of whom doing engineering roles), it was clear the company needed outside help in several business areas to let the company reach and sustain its revenue growth objectives. In particular, the Client wanted to outsource the time-consuming activities of researching potential customers and contacting them one by one for a sales appointment, which typically took up almost two-thirds of their reps’ time.

The Callbox Solution

The Client chose Callbox as its outsourced marketing partner, citing that Callbox’s extensive experience running successful campaigns for both cloud companies and logistics service providers in the APAC region gave Callbox the needed domain knowledge to operate in the Client’s target market.

Callbox and the Client then drew up a campaign plan for a three-month appointment setting program with the following goals:

  1. Pinpoint SMEs in Singapore and Malaysia that potentially need transport management systems (TMSs)
  2. Connect with decision makers in these companies through targeted sales calls and emails
  3. Introduce the Client’s subscription-based TMS and book meetings with interested prospects
  4. Collect additional information to help the Client gauge product-market fit

Appointment Setting

  1. Callbox prepared the list of Singapore and Malaysia contacts based on the Client’s specifications (job titles, industries, annual revenue, and employee count).
  2. The Client had already drafted its own call script and asked Callbox to review and contribute to the final version.
  3. The Client wanted the Callbox team to prioritize setting office meetings for Singapore prospects and phone appointments for Malaysia contacts.

Email Marketing

  1. The Callbox team prepared all email templates used in the campaign, including the initial outreach email and targeted email send-outs.
  2. The campaign’s email specialists handled, tracked, and tested key email components, such as subject lines, copy, design, calls-to-action, and landing pages.
  3. Email touches allowed the Callbox team to warm up and nurture prospects, as well as to follow up and respond to information requests.

Results

The Client received a total of 55 qualified appointmentsfrom the three-month campaign.

The bulk of the three-month campaign’s activities were carried out during the closing quarter of 2017 and early January the following year. Since Callbox campaigns typically start with email outreach to gauge prospects’ readiness for a one-on-one sales call, the first 2 to 3 weeks saw mostly email marketing results:

  • Delivery rates between 96% to 98%
  • Open rates of up to 17%
  • Reply rates of 3.8% on average

The Callbox team started handing off appointments to the Client toward the end of the first month, and continued to deliver a steady supply of meetings throughout the remaining two months.The Client received a total of 55 qualified appointments from the three-month campaign. While the Client did not indicate how much of these prospects it expected to convert into opportunities or customers, the company mentioned that the 55 qualified appointments provided significant boost to its pipeline to help it meet a crucial business milestone in time for its pre-series A funding round application.