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The Client provides a comprehensive suite of food and beverage vending solutions for small- to- mid-sized businesses, including its proprietary line of self-service workplace micro markets. The company also offers a broad range of corporate dining and refreshment services, such as office coffee services as well as catering and pantry services.
Workplace micro markets are fast becoming a more popular alternative to traditional office vending machines. Micro markets offer a healthier and more diverse selection of food, drinks, and snacks at companies where having a full-service cafeteria or kitchen isn’t an option. They provide businesses and employees better convenience, increased efficiency, and greater wellness benefits.
The Client is looking to capture a bigger slice of the growing demand for micro market solutions, particularly among mid-sized companies in the Minneapolis-St. Paul area. Its current (mostly inbound) marketing program generates an average of 10 appointments per month, of which 30% become sales-qualified. The company’s sales team can close around 40% of these opportunities as new customers.
To achieve its expansion goals, the Client realizes it has to increase the flow of leads and appointments into its pipeline. That’s why the Client wants to complement its inbound marketing initiatives with targeted, outbound prospecting tactics.
But with its in-house marketing team and sales reps already facing hectic workloads, the Client understands it needs to outsource a good deal of top-of-funnel outbound marketing activities, such as prospect research and prequalification.
The Client partnered with Callbox after short-listing a number of third-party marketing agencies. The company says Callbox’s consultative approach at helping the Client narrow down its marketing needs, plus Callbox’s multi-channel marketing philosophy, set it apart from the other candidates it was evaluating.
The Callbox team then closely worked with the Client to develop an Account-based Marketing Lead Generation & Appointment Setting campaign which consisted of the following:
The effort started out with a thorough analysis of the Client’s ideal customer profile. This consisted of companies operating in the Minneapolis-St. Paul area belonging to any of 8 two-digit SIC groups, with between 250 to 500 employees.
The Client also wanted to prioritize companies with at least 100 employees working at a single location in order for its self-service micro market kiosks to tap into sufficient foot traffic.
The campaign met all its objectives with 182 Sales Qualified Leads and 206 Leads Completed.
The Client is the corporate travel management arm of a leading online travel agency. the company provides end-to-end business travel solutions tailored for every stage in the travel cycle. Its primary products and services include its flagship online booking platform, a full suite of travel management and reporting tools, and personalized account management and consulting.
Shortly before first contacting Callbox, the Client was in the middle of a key strategic refocus that aimed to expand the company’s footprint in the growing SME business travel segment. The Client had already developed specific packages and solutions tailored for small and medium-sized companies’ needs and was looking to acquire more SME accounts.
To help drive awareness and generate interest in its SME-focused offerings, the company launched a number of lead generation initiatives that included publishing a comprehensive whitepaper on creating and deploying a company travel policy.
The Client wanted to reach new prospects with this content asset but encountered mixed results with the distribution and promotion tactics they were using (which mostly consisted of inbound channels like SEO, social media, and online promotion).Downloads average 6 per week (although this went up as high as 11 in the first full week after publication) and marketing-qualified lead (MQL) conversion rates didn’t meet the Client’s targets.
After considering other options for distributing the whitepaper, the Client decided to include outbound channels in its content promotion mix. But, having no outbound expertise of its own, the Client began looking for a third-party lead generation vendor to handle the outbound portion of the campaign.
The Client chose Callbox after a thorough evaluation process, pointing out that Callbox’s multi-channel approach at lead generation and prospecting best met their goals. The Callbox team then prepared a campaign plan for a 3-month lead generation program with the following objectives:
The campaign carried out direct, targeted outreach through live conversations with the target prospects enhanced through email, social media, and online channels. The target contacts included HR directors, HR managers, CFOs, finance directors, administrative managers, CEOs, and other persons in charge of expense management/procurement from companies all over the U.S. with annual revenues not exceeding $10 million
The targeted lead generation campaign ran for a total of 66 days (22 days per month). As with most of Callbox’s multi-touch, multi-channel lead generation projects, leads only began trickling in after the first two weeks of the campaign. That’s because the campaign’s opening phase focused on initiating contact and nurturing prospects through email which maintained open rates of 32.2% and click-through rates of 9.7%.
Broken down by month, the lead generation activities produced the following results:
The company travel policy whitepaper was downloaded a total of 189 times during the three-month campaign period, which gave a weekly average of nearly 16 downloads (or twice the pre-campaign rate). The Client also mentioned that 80% of the 109 leads (or 88 leads) were already MQLs.
The Client specializes in IT solutions for automotive dealerships designed to streamline sales, marketing, and customer support processes. These solutions include end-to-end ecommerce portal, reputation management services, lead generation services, website conversion optimization tools, and fully-integrated CRM platform.
The Client operates out of Ontario and primarily sells to dealerships representing major automotive brands, and targets both franchised and independent dealerships throughout the province of Ontario.
In order to sell to this market, it employs a small sales team that performs both marketing and sales responsibilities. The team assigns prospecting activities to an inside sales rep who carries out much of the research and initial contact. While in-person and phone follow-ups are delegated to the rest of the internal team.
Although the Client already does business with a sizable number of dealerships, primarily in the Greater Toronto Area and nearby regions in the province, it wanted to expand into other Ontario locations.
To achieve its growth objectives, the Client outsourced part of its marketing efforts, particularly lead generation and appointment setting, so that their sales team can focus on nurturing and follow-up.
After a thorough vendor selection process, the Client decided to partner with Callbox, citing the lead generation company’s long-term experience in complex-sale IT solutions as the major deciding factor.
Callbox designed an ABM Lead Generation & Appointment Setting campaign which consisted of:
The campaign involved two key steps:
The Appointment Setting campaign generated 114 Sales Qualified Leads, 114 MQLs, and 173 Social Media Connections and 173 Groups.
The Client manufactures and distributes industrial supplies such as decorative stainless steel sheets and other ornamental products used in interior fit-out projects. The company’s headquarters is located in Hong Kong, and it carries out the bulk of its manufacturing operations in Guangzhou, China.
The Client has been providing custom decorative building materials throughout Southeast Asia and Australia for decades. Its products include colored stainless steel, decorative glass films, elevator decoration modules, and stainless steel fabrication. The company primarily sells to architects, designers, contractors, property developers, construction suppliers, and other industrial vendors in the region.
The Client says it relies on two key advantages to attract customers and set its products apart from competitors:
Before the campaign, the Client’s sales development model placed much of the prospecting and lead qualification tasks on sales reps. Sales was responsible for finding potential customers and booking introductory appointments with prospects, without much in the way of prior screening. Under this setup, the Client estimated that reps were spending less time talking to prospects, which dragged down both sales productivity and customer buying experience quality.
Accordingly, the company has been planning to reassign all lead generation and appointment setting responsibilities to its marketing team, but the department is mostly staffed by creatives who are already on tight schedules churning out product materials and sales collateral.
It was clear that the Client needed to outsource prospecting and lead qualification. But since the company was selling highly-customized products across different geographic markets, the Client wanted to partner with an agency that had both industry knowledge and regional experience.
After a thorough selection process, the Client chose to work with Callbox as its outsourcing partner because of its extensive project portfolio of APAC campaigns carried out on behalf of manufacturers and industrial suppliers, including campaigns that covered the Client’s target countries.
Callbox worked out an ABM Lead Generation and Appointment setting campaign which consisted of:
The Callbox Team was to hand off qualified leads and appointments to the Client’s sales teams who were based in Australia, the Philippines, and Singapore.
The campaign involved two key steps:
The campaign ran for six months, generating a total of 96 Sales Qualified Appointments, 46 Follow-ups, and 42 Requests for Information.
The Client is the satellite communications unit of one of Asia’s largest telecom groups. The company specializes in both fixed and mobile satellite services, providing customized satellite solutions to corporate customers in industries such as oil and gas, shipping, transportation and logistics, banking, and broadcast.
The Client was already running a campaign with Callbox for one of their lines of business when they decided to double down on maritime satellite opportunities in Asia, as well as tap into additional EMEA markets
This leg of the campaign was focused on the Client’s two Inmarsat Fleet One offerings. Inmarsat Fleet One Coastal covers data and voice services for smaller recreational and fishing boats sailing closer to shore, while Inmarsat Fleet One Global gives access to bundled data and voice anywhere in the world. Both solutions are ideal for commercial vessels and fleets with modest data requirements.
In the first campaign, the emphasis was on potential resellers and end users of the Client’s land satellite services. Both the Client and the Callbox team picked up a great deal of insights about the target prospects and the overall market, which proved useful in refining the team’s campaign approach and the Client’s marketing strategy.
This time, as the focus shifts to maritime satellite communications, the new campaign’s main objective is to identify and qualify potential subscribers for its bundled Inmarsat services from shipping and maritime companies.
Based on the Client’s targets and focused product and services, the Callbox team designed another Account-Based Marketing Lead Generation and Appointment Setting campaign which consisted of:
Overall, the two campaigns generated 245 Sales Qualified Leads in total.
The results showed that the Callbox team was able to consistently deliver an average of 12 appointments each month, which exceeded the Client’s target of 10 monthly appointments.
The Client is a medical software company that specializes in emergency department (ED) information systems. The company’s primary product line is its flagship best-in-class ED medical record appThe Client is a medical software company that specializes in emergency department (ED) information systems. Its primary product line is its flagship best-in-class ED medical record application that is widely used by healthcare facilities in the U.S. and Canada to improve patient care quality and operational efficiency.
The Client’s high-performance ED software system is a browser-based application that helps improve ED performance with a full suite of operational and management tools. It also provides interoperability with the hospital’s EMR and other healthcare information systems involved in the patient’s care.
The company’s main product enjoys significant brand equity, but as competition continues to tighten in the medical software space, the Client has adopted a more aggressive growth strategy. The recent shift, however, started to overstretch the company’s marketing and sales resources as the inside sales team has consistently been unable to meet the new prospecting targets, especially in terms of call volumes, number of prospects reached, and early-stage conversions.
The Client decided to outsource the bulk of its prospecting activities to a third-party agency. These activities include initial outreach, lead qualification, desk research, data validation, and appointment setting.
Callbox’s industry-specific, integrated appointment setting solutions placed it on top of the Client’s shortlist. But it was Callbox’s lengthy track record of launching successful campaigns for medical software companies that convinced the Client to choose Callbox as its marketing partner.
Callbox designed an Account-Based Marketing campaign which consisted of:
The six-month campaign delivered 273 Sales Qualified Leads, 1,552 Follow ups, and 234 Social Media Connections
The Client provides industry-specific implementation, training, and consulting services for Microsoft Dynamics AX and Microsoft Dynamics CRM. Its target accounts include medium- to large-sized business in North America and the Caribbean. The Client is a Microsoft Cloud Solution Provider and a Microsoft Gold-Certified Partner.
The Client’s core mission is to help companies implement and optimize Microsoft Dynamics AX and CRM applications. It sells its services primarily to large- and mid-sized businesses in verticals such as distribution, manufacturing, and professional services.
It recently refocused its marketing initiatives toward growing the customer base for its three industry-specific modules: industrial, professional services, and AX users. Part of the new customer acquisition strategy called for targeting prospects throughout the U.S via outbound channels.
However, being a small company whose in-house staff is best deployed following up qualified leads and nurturing opportunities instead of spending a great deal of their time prospecting, the Client opted to outsource.
The Client chose Callbox at the suggestion of one of its partner IT companies. The Client pointed out that Callbox’s marketing experience in the enterprise cloud space was a deciding factor.
Callbox designed an Account-based Marketing Lead Generation and Appointment Setting campaign which consisted of:
The Goals
The Account-based Marketing Lead Generation and Appointment Setting campaign generated 63 Sales Qualified Leads, 57 Marketing Qualified Leads, and 585 Social Media Connections.
As per the Client, all 63 SQLs meet their sales criteria, so they expect to convert around 50%.
The Client is the LED Lighting division of a Kentucky-based vendor-sourcing company. As one of the largest fully-integrated LED companies in the U.S., the Client develops and executes end-to-end LED lighting solutions for businesses, deploying complete teams of lighting architects, engineers, project managers, and electricians.
As a previous Callbox customer, the Client already understands the value that Callbox’s multi-touch, multi-channel appointment setting solution delivers. In choosing Callbox for the second time, the Client expects the same level of commitment and service that brought success to the past campaign.
The Client signed up for a 6-month appointment setting campaign that also covered database profiling, email marketing, and social media marketing.
At the time of preparing this case study, the campaign was wrapping up its final week. The campaign initially started with only one seat. But, by the end of the third week, the Client wanted to ramp up calling activities to 2 seats due to the inflow of promising leads.
The campaign delivered 86 sales-qualified appointments, and 58 completed leads.
During the campaign’s second month, the Client was able to close one of the appointments handed off earlier in the project.
The Client expects to convert around half of the remaining 85 appointments (or 42 appointments) to customers within the first half of the year. The Client is very pleased with the results that it already paid for another campaign scheduled for the next quarter.
The Client is the China office of a U.S.-based company that provides security identity solutions. Its products include authentication and credential management appliances, biometric authentication solutions, card printers, smart card-based credentials, controllers, contactless credential encoders, OEM-embedded modules, and RFID tags.
The Client is looking to capture a huge part of the growing demand for smart cards and personal identification applications in the APAC region. In particular, the company aims to grow sales of its card printers/encoders and its ID card design software suite.
In line with this, the Client’s strategy calls for targeting organizations that issue cards to employees or members in order to position its solutions as an alternative to legacy systems or other secure identity brands. The value proposition for its products and services revolves around flexibility, scalability, reliability, security, and affordability.
The Client has been moving more toward outsourcing marketing activities in the awareness stage of its sales funnel. The company wants its in-house team to concentrate on nurturing and following up opportunities, while letting a third-party agency do much of the prospecting and lead generation heavy-lifting.
Aside from delivering cost savings and productivity gains, the Client requires its marketing partner to have deep familiarity with its target markets and must be able to effectively communicate its value proposition.
The Client selected Callbox after a thorough evaluation process, citing Callbox’s proven track record of successfully managing campaigns for complex-sale IT products in the APAC region.
Callbox customized an Account-based Marketing Lead Generation & Appointment Setting campaign which consisted of the following, which was approved by the Client::
Below is the two-step campaign process:
The campaign generated a total of 22 Sales-Qualified Leads, 208 Marketing-Qualified Leads, and 66 Follow-ups, exceeding the Client’s expected results of 15 appointments and 100 completed leads due to the very tight criteria that the campaign required.
In addition to leads and appointments, the campaign also gathered vital marketing intelligence for the Client. The Callbox team uncovered which security identity brands were in use, prospects’ feedback on these brands, and reasons for sticking with the status quo.
Since the 22 appointments handed off by the Callbox team were highly qualified sales opportunities, the Client believes it can convert 70% to 80% of these SQLs into customers.
The Client distributes and markets a diverse portfolio of IT, industrial, construction, automotive, digital media, and consumer products. The company operates in seven Southeast Asian countries and is headquartered in Singapore.
Marketing in complex-sale verticals, such as IT and manufacturing, carries a special set of challenges. The conversion funnel is usually longer and nonlinear, and the process requires connecting with multiple decision-makers. That’s on top of the relatively steep learning curve needed to understand and communicate what the product or service brings.
For the Client, these form the basic requirements when teaming up with third-party agencies that handle part of their marketing programs. The company combines inbound efforts (mainly done in-house) with outbound tactics (mostly outsourced to providers). Prospecting and lead generation are the activities that the Client typically delegates to an outside marketing company.
The Client recently decided to look for a new marketing partner as part of its renewed focus on Southeast Asia. The company needed an outbound agency with the scope to help it cover new segments in its target areas ((Indonesia, Malaysia, Myanmar, Philippines, Singapore, Thailand and Vietnam), as well as the scale to generate prospects from companies in its target industries.
More importantly, the Client wanted a lead generation company they could work with on a long-term basis. This would accelerate deployment of campaigns and keep the messaging more consistent.
The Client reviewed proposals sent by Callbox and two other marketing agencies. All three had considerable experience managing companies’ APAC campaigns, but Callbox was able to provide case studies and references showing projects with longer-term commitments. The Client placed a great deal of emphasis on this key differentiator and signed up with Callbox.
The project kicked off a month before a company-sponsored event. The Callbox team worked closely with the Client to put together an event marketing campaign aimed at boosting turnout:
The project’s next phases consist of different appointment setting campaigns. Each phase focused on a different ICT solution, target industry, and target area.
The project completed one Event Marketing and three Appointment Setting campaigns.
The event marketing campaign generated a total of 24 confirmed attendees and 35 positive contacts, while the Appointment Setting campaign produced 204 Sales Qualified Leads and 96 MQLs.
The Client is a one-size fits all health insurance provider who is driven by 3 guiding principles: technology, data, and design, that continues to serve SMEs and the non-employed sector through tech-driven solutions such as Employee Benefits Management, Process & Claims, Cashless Claims Transactions, and Custom Benefits Management.
The Client is driven by its unique guiding principle which is to provide custom health insurance to those who could hardly have a maximal insurance package. In fact, they did not put up the company for business, but to revolutionize the health insurance platform based on their personal experience which is the loss of loved ones due to high healthcare costs. But, the influx of new accounts made them decide to redesign their offers and fully operate as a business.
Getting employee benefits right and affordable can be challenging for a startup like the Client in a space where large players dominate with A1 offerings. One needs to have the right targets and the best tools to grow the business the way it should be. Having these goals in mind, but with minimal capacity to carry them out, the Client decided to look for a lead generation partner who possesses both the tools and the process to support their growth objectives.
Callbox designed an Account-Based Marketing Lead Generation and Appointment Setting campaign which consisted of:
Below is the two-step campaign process:
The Account-Based Marketing Lead Generation and Appointment Setting campaign finished with 88 Sales Qualified Leads, 109 Marketing Qualified Leads, and 389 Social Media Connections.
Callbox delivered an average of 14 leads per month, thus, exceeding the Client’s target of only 10 monthly. For the Client, having such an amount of leads to nurture for a startup like themselves is a market breakthrough.
The Client is a Singapore-based consulting company that provides intercultural management courses to organizations worldwide. The Client helps customers develop cross-cultural skills through customized training, coaching, workshops, and conferences.
Started in 2014 as a joint venture between a pioneering European cross-cultural training company and a top Southeast Asian HR solutions provider, the Client has built and grown a customer portfolio of over 150 multinational companies in various industries across Asia. The customer enjoys a clear lead in the region’s market for intercultural management training services.
But with a spate of new entrants seen to come into the growing market, the Client has recently followed a more active strategic direction to protect and enlarge its market share. An important component of the new growth strategy emphasizes direct and targeted outreach to prospects in industries with high potential.
Having little outbound experience of their own, the Client needed some outside expertise to achieve many aspects of its goals. In particular, the company faced three key marketing challenges that made working with a third-party provider a more viable option:
The Client partnered with Callbox after a stringent RFP process, pointing to the latter’s substantial roster of satisfied customers in Singapore as a key differentiator. The Callbox team then worked alongside representatives from the Client to plan out the objectives, activities, and timelines for an integrated appointment setting campaign.
The overall strategy centered on engaging prospects through targeted calls complemented by timely email touchpoints. The Client wanted the campaign to focus only on companies operating in Singapore and excluded firms providing consulting and training services. Some campaign activities that contributed to its success were:
The campaign produced a total of 102 qualified appointments, and 51 MQLs.
Based on past performance, the Client expects to send proposals to around 80% of qualified sales meetings and close anywhere between 15% to 30% of opportunities. That means the campaign can potentially add as much as 30 more deals into its customer portfolio within the next sales cycle, an increase of 8% in its current customer base.