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Micro Market Provider Forecasts Pipeline Value Growth After Campaign

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The Client

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.

The Challenge

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 Callbox Solution

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:

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

THE GOALS

  • The Callbox team was to gauge the product fit and buying intent of potential customers for its micro market packages
  • Book qualified prospects for a meeting with the Client’s reps
  • Collect additional prospect information to help the Client nurture leads and opportunities

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.

Appointment Setting

  1. Callbox prepared the campaign call list based on the Client’s requirements. The Client also handed Callbox a list of Minneapolis-St. Paul companies that were already in the Client’s pipeline or its current customers.
  2. Callbox also drafted the campaign call scripts which included probing questions tailored to achieve the three objectives outlined earlier.
  3. Agents contacted key decision makers in the target companies and classified these prospects as qualified appointments (those who agreed to meet with a Client rep) or completed leads (those that indicate interest in micro market offerings).

Email Marketing

  1. The campaign leveraged targeted emails in order to warm prospects up, send out marketing materials, and follow up on previous touch points.
  2. The campaign team’s email specialists crafted personalized email templates and tested each email component (subject lines, email copy, sending schedules, landing page, etc.) to achieve optimal response rates
  3. The Client received real-time campaign updates and helped plan email marketing cadence using Callbox’s Pipeline CRM tool

Results

The campaign met all its objectives with 182 Sales Qualified Leads and 206 Leads Completed.

Outbound Campaign Fast-tracks Inbound Results for Business Travel Platform

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The Client 

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.

The Challenge

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 Callbox Solution

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:

  • Increase the number of hand-raisers from its whitepaper
  • Qualify prospects based on their ability to influence business travel decisions
  • Collect key information to profile each prospect

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

Lead Generation

  1. Callbox prepared all materials used in the campaign. These were reviewed and approved by the Client. The materials included the campaign contact list, call scripts, email templates, and landing pages.
  2. Calling agents engaged the target prospects through one-on-one conversations which served to promote the whitepaper and to qualify the leads.
  3. The campaign used emails to add another layer of touch points for distributing the whitepaper, as well as leveraged the LinkedIn platform to increase reach and visibility.

Results

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:

  • 1st Month: 21 Leads Completed
  • 2nd Month: 31 Leads Completed
  • 3rd Month: 57 Leads Completed

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.

Callbox Taps Ontario Auto Dealership Market for IT Sales Opportunities

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The Client

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 Challenge

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.

The Callbox Solution

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: 

  • Account-Based Multi-Channel Lead Management which included Voice, Email, Chat, Web, and Social Media.
  • Sales Enablement & Support that provided 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 GOALS

  • The Callbox team was to help bring in new potential customers 
  • To call and promote the Client’s solutions to potential customers, and generate interest, identify pain points, or upcoming needs.
  • Schedule face to face or online meetings with potential clients

The campaign involved two key steps:

 Account Research and Selection

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

Account and Prospect Profiling

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

Results

The Appointment Setting campaign generated 114 Sales Qualified Leads, 114 MQLs, and 173 Social Media Connections and 173 Groups.

Industrial Supplier Widens Market Lead with Callbox’s Help

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The Client

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 Challenge

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:

  • First is its broad sales and service network across the region, which enables prompt supply and delivery.
  • Second, the Client focuses on design customizability, so that products are tailor-made according to each customer’s specifications.

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.

The Callbox Solution

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:

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

The Goals

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:

Account Research and Selection

  1. The Client specified its 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 compiled a list of potential contacts to target which was reviewed and approved by the Client

Account and Prospect Profiling

  1. The Client provided buyer persona profiles of the prospects that they want the outbound campaign to engage in. The profiles consisted of detailed demographic and firmographic segmentations.
  2. The campaign’s primary targets wereProject Manager, Interior Designer, Quantity Surveyor, Trading Company
  3. The master contact list was segmented based on these personas, and was further grouped according to industry type with unique accounts and contacts.

Results

The campaign ran for six months, generating a total of 96 Sales Qualified Appointments, 46 Follow-ups, and 42 Requests for Information.

Telecom Firm’s Campaign Enters Next Phase, Grows Reach in New Segments

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The Client

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 Challenge

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.

The Callbox Solution

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:

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

THE GOALS

  • The Callbox team was to run a database profiling and phone-based conversations with prospects integrated with email touches
  • Manage the Client’s social media, web, and chat to enhance branding and engagement accuracy 

Account Research and Selection

  1. The Client specified their target industries, location, and relevant contacts 
  2. Callbox refined the Client’s ideal customer profile (ICP) which served as a basis for identifying qualified accounts
  3. Callbox came up with 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 the outbound campaign to target. The profiles consisted of detailed demographic and firmographic segmentations
  2. Identified as the campaign’s primary targets were Persons in charge of Satellite services and communications
  3. The master contact list was segmented based on these personas, and was further grouped according to industry type.

Results

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.

Callbox Keeps EMR Firm’s Sales Reps Busy with Qualified Appointments

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The Client

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 Challenge

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.

The Callbox Solution

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:

  • Account-Based Multi-Channel Lead Management which included Voice, Email, Webinar, Chat, Web, and Social Media
  • Sales Enablement & Support that provided 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 GOALS

  • The Callbox team was to profile the contact list using the Client’s campaign parameters
  • To prepare a call script which would include probing questions to qualify prospects, and set follow-up meetings
  • Schedule appointments with qualified prospects for the Clients’ reps
  • Run an email marketing campaign

Results

The six-month campaign delivered 273 Sales Qualified Leads, 1,552 Follow ups, and 234 Social Media Connections

Cloud Consulting Firm’s Sales Outlook Drifts Higher with Callbox

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The Client

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 Challenge

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 Callbox Solution

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:

  • Multi-Channel Lead Management which utilized Voice, Email, Chat, Web, and Social Media.
  • Sales Enablement & Support which covered TeamTraining, 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 Goals

  • The Callbox team was to identify accounts that fit the target ideal customer profile for the Client’s modules.
  • Qualify contacts for each identified account by gauging purchase intent and solution fit.
  • Collect additional prospect information to be used by its in-house reps in following up and nurturing potential leads.

Appointment Setting

  1. Callbox compiled the list of target prospects from companies that meet the Client’s requirements for industry, location, and annual sales.
  2. Contacts whose organizations are currently evaluating their ERP or CRM software and are looking to acquire a new platform are tagged as qualified prospects (qualified appointments or completed leads).
  3. Probing questions for solution fit uncover information on software usage, business pain points, buyer role, etc.

Email Marketing

  1. The Callbox team used emails for warming up/nurturing prospects and for distributing Client materials.
  2. Callbox’s SMART Calling technology prioritizes calls based on time and frequency of email opens, clicks, and replies.
  3. Callbox also prepared and optimized all email marketing collaterals (templates, landing pages, etc.) used in the campaign.

Social Media

  1. The Callbox team nurtured positive contacts further by connecting with them on social media.
  2. The campaign’s social media specialists collected and verified prospect data, as well as generating additional leads.
  3. The team also leveraged social media channels to boost the company’s online presence by joining and participating in relevant groups.

Results

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%.

LED Lighting Firm Renews Callbox Campaign, Wins Sales Deal in 2 Months

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The Client

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.

The Challenge

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.

Database Profiling

  1. The Client provided a list of contacts for Callbox to profile.
  2. The Callbox team relied on both primary and desk research to profile the contact list.
  3. The Callbox team leveraged online and phone-based techniques to validate and update each record.

Appointment Setting

  1. Callbox prepared the call scripts based on the materials the Client sent over. The Client then reviewed and approved the versions specific to each target industry.
  2. Prospects with current or upcoming LED lighting projects who agreed to meet with the Client for an initial assessment were tagged as qualified appointments.
  3. Prospects interested in LED lighting but hadn’t yet agreed to meet with the Client were handed off as completed leads.

Email Marketing

  1. The campaign used two types of email outreach: email blasts (for warming up prospects) and targeted send-outs (for distributing additional materials).
  2. The call campaign prioritized contacts who opened or replied to emails.
  3. The Callbox team created and tested the landing pages, banner ads, and email templates used in the campaign.

Social Media

  1. The campaign also used social media to build relationships and gather additional information.
  2. Positive call and email contacts were added as connections.
  3. The team assigned responsibilities to the social media specialists.

Results

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.

IT Security Provider Taps into APAC Markets with Callbox Campaign

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The Client

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 Challenge

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 Callbox Solution

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::

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

THE GOALS

  • The Callbox team was to engage prospects via live phone conversations enhanced with email and other channels. The primary focus of each touch point was to sell the benefits of the Client’s secure card printer/encoder and ID personalization suite.
  • To book appointments with interested prospects for the Client.
  • To tag leads as sales-qualified leads (SQL) for prospects who agreed to face-to-face meetings, and marketing-qualified leads (MQLs) for those who showed interest by accepting a free whitepaper.

Below is the two-step campaign process:

Account Research and Selection

  1. The Client specified their 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 came up with 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 the outbound campaign to target. The profiles consisted of detailed demographic and firmographic segmentations.
  2. Buyer personas identified as the campaign’s primary targets were Membership Managers, Club Managers, Admin Managers, IT Managers, HR, Purchasing, and Security Managers 
  3. The master contact list was segmented based on these personas, and was further grouped according to industry type.

Results

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.

Big Tech Brand Reaps Rewards from Long-term Partnership with Callbox

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The Client

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.

The Challenge

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 Callbox Solution

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.

Event Marketing

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:

  1. The event revolved around driving awareness and generating leads for its SAP services and solutions.
  2. The target attendees mainly consisted of decision-makers in IT, Operations, and Finance from Singapore-based manufacturing firms. The Client wanted to focus on companies not using SAP Business One.
  3. Once Client approved the call list and campaign materials, Callbox then launched a one-month (22-day) event marketing campaign.

Appointment Setting

The project’s next phases consist of different appointment setting campaigns. Each phase focused on a different ICT solution, target industry, and target area.

  1. The project focused on booking appointments for its SAP ERP consulting and integration services. The campaign’s targets were IT prospects from trading /distribution, medical devices, and discrete manufacturing companies in Singapore.
  2. After that, the Callbox team carried out two simultaneous appointment setting campaigns. One campaign targeted Singapore, while the other focused on the Philippines. Both campaigns generated ICT infrastructure appointments from finance, legal, and healthcare companies.
  3. The Client played an active role in refining each campaign’s parameters and in crafting the campaign materials.

Results

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.

How Callbox ABM Came To Be A Market Breakthrough for a Health Insurance Startup

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The Client

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 Challenge

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.

The Callbox Solution

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

  • Account-Based Multi-Channel Lead Management which included Voice, Email, Chat, Web, Webinar, and Social Media.
  • Sales Enablement & Support through 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 Goals

  • The Callbox team was to profile the Clients target list and keep it clean and accurate throughout the campaign period.
  • Book appointments with interested prospects for the Client’s specialists.

Below is the two-step campaign process:

Account Research and Selection

  1. The Client specified their target industries, location and relevant contacts.
  2. Callbox refined the Client’s ideal customer profile (ICP) which served as a basis for identifying qualified accounts.
  3. Callbox came up with a list of potential contacts to target, which was reviewed and approved by the Client.

Account and Prospect Profiling

  1. The Client provided buyer persona profiles of the prospects that they want the outbound campaign to target. The profiles consisted of detailed demographic and firmographic segmentations.
  2. Buyer personas identified as the campaign’s primary targets were HR and Finance Managers
  3. The master contact list was segmented based on these personas, and was further grouped according to industry type.

Results

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.

Callbox Gives HR Consulting Client Base a Boost

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The Client

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.

The Challenge

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:

  • Identifying the right prospects to contact in the Client’s target industries and companies
  • Qualifying and booking sales meetings with prospects that fit the target buyer profile
  • Gathering additional marketing intelligence to be used further along the sales cycle

The Callbox Solution

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:

  1. Callbox performed a thorough data profiling program prior to starting the campaign. The team compiled a database of the key contacts from companies in the included industries. The Client then reviewed and approved the profiled list.
  2. Agents contacted every prospect on the approved list. Probing questions identified fit and interest with the Client’s intercultural management training courses. Prospects who agreed to a meeting with a consultant from the Client were tagged as qualified appointments.
  3. The team used emails extensively for introduction, follow-up, and targeted send-outs throughout the campaign.

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.