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Turning Targets to Sales-Ready Leads with a 50% Shorter Lead Nurturing Cycle

A Callbox Multi-touch Multi-channel Campaign is essentially a Comprehensive Marketing Funnel designed to unearth opportunities from an initial list of prospects compiled from basic target demographics, and deliver them to a client as qualified, pitch-ready, warmed-up sales leads.

The Callbox method combines the efficacy of highly-personalized traditional marketing communication with the intelligent efficiency of automation. In our years of experience, we have found that touches via phone and email remain to be most effective at establishing connections in the B2B world. Data from various campaigns also clearly suggests the importance of timing. Our findings on optimizing triggers and actions form the basis of our Callbox Pipeline’s design. In its latest incarnation, the Callbox Pipeline provides clients with a flexible, user-friendly platform for Lead Nurturing.

This case study traces the success of a B2B client from effective utilization of Callbox’s Lead Generation and Lead Nurturing technology.

The Client

The Client was the North America marketing manager for a software company specializing in SAP enterprise software solutions and business intelligence. The company is also a SAP consultancy firm with expertise in areas of SAP Implementation, Process Upgrade and Data Management. The company has roots in Canada and wanted to expand into the US market.

The client was introduced to Callbox by an IT solutions business through the Callbox Referral Program. The California-based referrer company has been running a campaign targeting businesses nationwide with Callbox since January 2015.

The client had worked with two other vendors for telemarketing services and three email service providers in the past. While these vendors were able to deliver basic calling and mass email services, the client needed a more efficient and comprehensive solution that could work seamlessly across both channels. Working with separate vendors for each channel left the client’s sales team the burden of coordinating campaign activities on different platforms, setting up each component of the campaigns themselves and much time spent on prequalification of leads generated.

Callbox’s proposal for full service multi-touch multi-channel lead generation was found to be a more cost-efficient and all-inclusive alternative compared to contracting separate marketing services independently. The promise of a campaign greater than the sum of its parts and time savings on the client’s part allowing them to focus on sales efforts were part of the reasons behind the client’s decision to partner with Callbox.

The Challenge

Target Market

The company wished to increase its market presence in California, New York and Texas. While the company has had customers from a wide range of industries, the client wanted to focus the campaign on the Manufacturing sector.

Companies with annual sales of $1M to $500M and with 10 to 2000 employees were included in the database.

Around 1500 records for each of the three states were mined from the Callbox Data Warehouse based on these parameters.

Campaign Objectives

  1. Gather information on the prospect’s setup and plans concerning their company’s enterprise software
  2. Arrange for a face-to-face or phone meeting with one of the client’s team of SAP Consultants
  3. Send out an EDM (electronic direct mail) with a link to a video showcasing the client company’s latest suite of enterprise software solutions
  4. Obtain a fully-profiled contact list for upcoming marketing efforts

Marketing Funnel

A Callbox appointment is created when a prospect goes through the five stages of the marketing funnel. Our Lead Nurturing methods are designed to move as many prospects from one stage to the next, and allowed the client to obtain the most possible number of meetings.

Contacts

The Callbox Data Warehouse is comprised of over 50 million business records in over 7 countries. With the aid of our Data Specialist and our data mining tools, the client was able to zero in on the portion of this data pool that matched their market criteria.

Conversations

To begin converting inert contacts into leads, Callbox initiated a Conversation – an exchange over phone or email with a prospect. Multiple contact attempts and pre-conversations with gatekeepers, recommenders and evaluators were often needed in order gather information on and establish contact with a prospect. In the conversation stage, the prospect was given a presentation of client’s offer.

Inquiries

Positive responses to a presentation were classified as inquiries. Inquiries often involved an initial request for information (brochure). Some cases required Callbox to make follow up calls and/or emails to confirm interest and check if the lead is ready to move to the next stage.

Qualified Leads

Whenever a prospect makes a contact request to get a full presentation and/or formal proposal from the client, the lead is said to have graduated to this stage. In cases when the prospect had an immediate need and very high level of interest, the leads were converted directly into Qualified Leads from the Conversation stage.

Booked Appointments

In this stage, final preparations were made prior to endorsing the lead to the client. As required by the client’s qualifying criteria, screening questions were asked according to the approved call script. The prospect was also booked for a face-to-face or phone appointment with the client’s representative.

The Callbox Solution

Multi-touch Multi-Channel Approach

Callbox effectively combined six different channels to initiate contact, generate conversations and responses from prospects, and nurture leads.

Targeted Email

Email copies were formulated to have attention-grabbing subject lines, brief but precise body text and compelling calls to action in order to generate the most opens and replies. A total of 15,000 initial and follow-up emails were sent via Callbox’s email system — fully equipped with open and click tracking, and KPI reporting. The campaign’s Lead Nurturing schemes relied mostly on Callbox Pipeline’s programmable email marketing triggers.

Calling

Outbound calls facilitated by Callbox’s Dialer System ensured that more than 200 live calls were made 8 hours a day, 5 days a week. Callbox Pipeline also allowed the calling agent to efficiently leave pre-recorded voicemail messages.

Web Visits

A landing page was created to complement the campaign’s outbound efforts via email and calling. Designed with professional and marketing aesthetics in mind, it featured the client’s brand and highlighted the main features of the client’s software. The landing page was also equipped with a web form to allow prospects to send in a contact request.

Social Media

Callbox Pipeline’s integrated LinkedIn features allowed the Callbox team to find matching LinkedIn profiles for each prospect in the contact list. LinkedIn connection requests were sent to as many contacts as possible with an accompanying introduction text. Client also opted to have Callbox send out messages to all connections made as another possible avenue to generate leads.

Postal Mail and SMS

The client was one of the first to take advantage of Callbox’s supplementary snail mail and SMS capabilities. For this campaign, these channels were used to deliver promotional postcards to the prospects’ business address and send out mobile appointment reminders.

Nurturing Leads The Callbox Way

Lead Nurturing was the key to this campaign’s efficiency and success. The client was able to take full advantage of the Callbox Pipeline’s drag-and-drop Lead Nurturing suite and the Callbox team’s knowledge of multi-channel lead generation best practices.

Callbox Pipeline’s tools for Lead Nurturing allowed the Callbox team to maximize the campaign hours and reserve manual effort for more critical tasks (eg. presenting to prospects, customized email response handling) and left most of the repetitive and time-sensitive legwork to automation.

Online Lead Nurturing Scheme

An Introduction email was sent out to all email contacts in the prospect’s list. Three follow up emails spaced five days apart were programmed to be sent out to contacts who had no opens recorded, allowing multiple opportunities to convert contacts into opens.

Emails were mostly set to send out between 8:00AM to 10:00AM local time, as these were determined to be the optimal hours for email blasts based on Callbox analytics. Latter follow-up copies were set to send out at 4:00PM- 6:00PM to increase the chances of generating opens if the first attempts were unsuccessful.

Online lead nurturing funnel

Contacts who opened the email and visited the landing page were added to a Priority Call List for further nurturing by phone.

Email responses and inquiries from the landing page are logged into the Callbox Pipeline and inquiries not converted into booked appointments after three days were lined up for a round of follow-up emails.

By the end of the Online Lead Nurturing Cycle, all contacts with no opens recorded were also collected into another Call List, to which the Call Lead Nurturing Scheme was applied.

Online-Nurturing-Scheme

Prospects were led to the landing page primarily via email send outs. Each contact request sent in by a prospect was received by the Callbox team as an email notification and treated as in inquiry.

Call Lead Nurturing Scheme

Automated actions under the Call Lead Nurturing Scheme (See Fig. 4) were determined by the Call Result Tag applied to the contact after each call attempt. Callbox Pipeline was programmed to send out different email copies if the call resulted in (a) no contact with a prospect, (b) a prospect requesting for a follow up or a (c) non-interested prospect. Email brochures and meeting reminders were sent out automatically to all booked appointments.

Call Nurturing Scheme Funnel
Call Lead Nurturing Scheme

Results

By the end of the campaign term, the client was averaging 12 face to face meetings and 23 phone appointments per week. The client’s sales team was able to move 82% of all appointments into proposal stage and garnered 2 closed deals within the first two weeks, generating a three-fold return from their initial investment in the Callbox campaign.

Of the 15,719 emails delivered, 2247 opens (14.3%) and 193 click-throughs (1.2%) were recorded. 218 inquiries were generated out of 943 total replies received. Email marketing contributed to roughly 38% of all appointments generated while meetings from contact form inquiries comprised another 9%.

Out of the 9046 records comprising the initial campaign list, 7870 records (87%) were fully profiled, complete with verified names, job titles and email addresses.

Both my marketing team and sales team are very happy. Marketing sits back and only has to monitor because they have done their job on the setup and almost everything is automated; while my salesforce are very busy fulfilling booked appointments.

The Client, CEO

Below is the number of Targets on each stage of the Marketing Funnel after only 12 weeks in the Callbox Multi-touch Multi-channel Lead Nurturing Campaign.

With the Client’s previous telemarketing and email marketing service providers, the Client was able to convert 2% of raw targets into booked appointments only after running the campaigns for about 6.5 months or 26 weeks. Callbox cut this time into half, and significantly moved more targets into the later stages of the marketing cycle. This was enough to convince the Client to expand the number of campaigns they are running with Callbox.

marketing Funnel Conversion Summary

Global Printing Manufacturer Hits Home Run with Callbox Profiling Campaign

The Client

The Client is a global manufacturer of coding, printing and laser marking products, fluids, and accessories for the product identification industry. The company has over 325,000 units installed worldwide, serving 135 countries, and is widely considered as an expert in continuous ink jet (CIJ), laser marking, thermal inkjet (TIJ), thermal-transfer overprinting (TTO), case coding and labeling, and wide array printing.

The Challenge

The Client wanted to cleanse their Asia Pacific list which contains more than 10,000 contacts, most of which are obsolete and inaccurate. The campaign was to zero-in on the manufacturing industry, using Customer Profiling for basic information such as name, job title, company, address, phone and email. This also includes segmenting the list according to each contact’s location in the Asia Pacific region.

The Callbox Solutions

Based on the Client’s requirements, Callbox designed Customer Profiling and Account-based Marketing Lead Generation & Appointment Setting campaigns 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 Continuous Product Knowledge.

THE GOALS

  • The Callbox team was to cleanse and profile the Client’s list o eliminate duplicate entries and supply missing elements with accurate information
  • Call each contact to validate or gather the following information, and obtain additional contacts:
  • The number of people or machines where a product goes to a process of labeling, marking or printing
  • How they code or mark on their product (e.g. expiry date, manufacturing date, batch number, barcodes) 
  • To book appointments with prospects who wanted to be contacted by the Client

Callbox standards dictate a thorough and meticulous process of delivering output to its clients. For this particular campaign, the courses of action that took place were as follows:

  1. The Client sent their contact list over to Callbox
  2. Callbox then cross-referenced the list with their own database to eliminate duplicate entries and supply the missing elements with accurate information.
  3. Callbox assigned 10 expert agents for the Customer Profiling campaign. 
  4. Each batch of completed profiles was forwarded to Callbox’s Email Marketing Team for re-verification, as well as lead generation using a prescribed email template. 
  5. All contacts which resulted in bounced emails were sent back to the calling team for reconfirmation.

Results

The Client was pleased with the success of the Customer Profiling campaign. As a result, the Client recommended Callbox to their Global Visibility Manager, who in turn partnered with Callbox for two more campaigns, targeting India, Korea, and the US.

Overall, Callbox ran 3 Profiling campaigns for the Client in six months, and delivered 13,700 Profiled Contacts, and 185 Qualified Appointments.

Leading Online Company Profits with Live Phone Operators

The Client

The Client is a worldwide market leader in online hotel reservations; provider of fast, secure and easy-to-use booking system with access to over 35,000 hotels, inns, B&Bs, and resorts. The Client was losing online sales due to both seasonal and irregular network congestion. They believed that frustrated customers were abandoning the sales process when browsing seemed too slow. Factors beyond their control did not allow them to “fix the internet”.

The Challenge

The Client believed they could save these abandoned sales by making their online reservation system available over the phone, allowing potential customers to talk to a live operator 24/7. They decided to provide a prominently displayed toll-free number on their website believing that live operators could keep the customer on the line until closing the sale during congested periods.

By electing to outsource, they hoped to find a single experienced call center could cut costs by managing both incoming phone sales and customer service for cancellations or reservation modifications.

Results

By boldly choosing to support their online business with live operators, they discovered that far from cannibalize their online channel, they strengthened it, even created a new channel of dedicated phone customers, and simultaneously offloading management of customer service requests to Callbox.

  • Customer confidence increased phone channel sales across the board by attracting customers who had not and would not use the online system.
  • Repeat sales increased due directly to Callbox agent friendliness. Customers regularly requested the Agent’s name, and requested the Agent by name on subsequent calls.
  • New and more customer-oriented sales outlet
  • Reduced costs by more than 50% per customer

Callbox Drove Sales and Customer Care in One Campaign for Cable Retailer

The Client

The Client is one of the premier retailers of Dish Network, the United States’ lowest priced all digital satellite provider that offers a variety of HD programming such as theater quality movie channels, educational and nature programming, Pay-Per-View HD movies, and HD broadcasts of special events, including concerts, boxing matches and professional sporting events. 

The Client offers TV and entertainment packages that are put together to give choice and value, loaded with popular options for a low price as well as very affordable equipment upgrades.

The Challenge

Kicking off the business by competing with large seasoned cable providers was a tough start for the Client. Although some in-house growth strategies were set in place, issues encountered at the frontline caused the Client to outsource a marketing campaign to help them increase brand awareness, introduce its products and services, and maintain satisfactory customer service.

The Callbox Solution

Based on the Client’s requirements, 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, 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 Campaign Goal

  • The Callbox team was to reach out to prospects and promote the Client’s products and services, and pass the leads to the Client’s specialists for closing.
  • Discover what issues or challenges do the prospects have, and have them booked for a callback from the Client’s sales representatives

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 wanted the outbound campaign to target. The profiles consisted of detailed demographic and firmographic segmentations
  2. The master contact list was segmented based on these personas, and was further grouped according to industry type

Results

  • After a 6-month lead generation campaign, the Client saw an increase in their installation numbers. They were able to cut costs by reducing in-house sales support and rely solely on telemarketing in order to sign and maintain customers.
  • Growth. At the start of the campaign, the Client’s target market was limited to Southern California. Its client base has spread over 13 states, including Texas, Arizona and Oregon. The Client achieved a hefty 50% increase in installations per day.
  • In a display of satisfaction with the results of the Callbox campaign and as a result of the good relations between Callbox and the Client, its Sales Director scheduled a week-long visit to the dedicated team, and performed in-depth sales training at the Callbox on-site training facilities. The training focused on sales techniques for both sales coaches and agents. The principles learned were shared across all applicable Callbox teams.

Callbox ABM: A Gateway to a New Market For an SG Intl Trade Agency

The Client

The Client is an agency under the Ministry of Trade and Industry spearheading the development of Singapore’s external economy wing. Its mission is to promote the overseas growth of Singapore-based enterprises and international trade. With a global network of over 30 locations, the Client offers services to help Singapore enterprises export, develop business capabilities, find overseas partners, and enter new markets. They work to position Singapore as a base for foreign businesses to expand into the region and Singapore-based companies.

The Challenge

The Client wanted to acquire foreign leads to participate in their ‘business matching’ trade portal. They targeted importers, distributors, wholesalers and manufacturers all over the US, to seed business opportunities and partnerships.

The Callbox Solution

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

  • Multi-Channel Lead Management which utilized Voice, Email, 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 GOALS 

  • The Callbox team was to call prospects across the US and invite them to post their company profile, and products and services to the Client’s trade portal, and emphasize on the opportunity to expand their market in Singapore.
  • Book appointments with interested prospects for the Client’s specialists to match with suitable Singapore-based enterprises.

The campaign involved two key steps:

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 wereC-level and Senior Management
  3. The master contact list was segmented based on these personas and was further grouped according to industry type

Results

The six-month Account-based Marketing Lead Generation & Appointment Setting campaign delivered a total of 180 Qualified Leads, 98 Follow-ups, and 113 Requests for Information.

Research & Consulting Expert Strode Across the US Market with Callbox

The Client

The Client is a leading provider of research-based, go-to-market intelligence and business consulting services supporting expansion into emerging markets across Asia-Pacific, Europe, Latin America, and the Middle East. They have worked with over 50 Global Fortune 1000 companies in solving market growth and entry problems, and supported export promotion, Foreign Direct Investment attraction, and policy formulation programs of various government agencies in 15 countries. Its high profile clients include Honda, Philips, Kohler, Yamaha Motors, Tupperware, Schneider Electric, and the Malaysian Rubber Export Promotion Council.

The Challenge

The Client had specifically wanted to expand in the US, but lacked resources to penetrate the vast American market. Inbound, word of mouth, and referrals were their primary sources of new business. These strategies, however, seemed to have become quite laid back and ineffective as technological innovation in the sales and marketing landscape caused change in customer buying habits. Seeing the impact that this has brought to the business’ customer acquisition efforts, the Client decided to adopt a more advanced approach through outsourcing.

The Callbox Solution

The Client is a leading research and consulting firm, but now had to submit themselves to researching and getting some good advice which they all got from Callbox.

Based on the Client’s expansion needs, 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, Web, Chat, Social Media and Webinar
  • Sales Enablement & Support that provided Team Training, Account Setup, and Back Office Sales Support
  • Tools & Subscriptions of the Callbox Pipeline and HubSpot CRM
  • Account Management with Strategy Building, Reporting and Product Knowledge

The Goals

  • The Callbox team was to profile the database and keep every account accurate and with complete information
  • Reach out and set meetings for the Client’s sales development team with Fortune 1000 prospects in the US
  • Connect with potential clients on social media

The campaign involved two key steps:

Account Research and Selection

  1. The Client specified target industries, location and decision makers
  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, which consisted of detailed demographic and firmographic segmentations.
  2. The buyer personas designated as the campaign’s primary targets were C-level Executives and Research Development Directors
  3. The master contact list was segmented based on these personas and was further grouped according to industry type.

Results

The 12-month Account-Based Marketing Lead Generation and Appointment Setting campaign delivered 160 Sales Qualified Leads, 120 Marketing Qualified Leads, and 712 Social Media Connections.

Callbox Telephone Survey “Primes the Pump” for Market Expansion

The Client

The Client is a pump manufacturing and mechanical engineering firm, which produces and markets various types of pumps for buildings, industrial facilities, OEMs, water supply, and other uses, and currently operates in 55 countries with a total workforce of more than 19,000 employees and annual revenues of around $3.9 billion.

The Challenge

As part of the company’s planned expansion push into a number of North American markets, the Client initially commissioned a phone survey to uncover areas of risk and opportunity:

  • The target market size, growth drivers, revenue potential, and possible expansion hurdles
  • The Client’s competitive position in each of the target markets
  • Market characteristics and potential expansion strategies

The campaign plan included conducting data gathering from 11 states in the US to be completed within 25 days. 

However, given the limited size of its in-house market research team and the tight timetable involved, the Client decided to contract a third party to handle the project.

The Client chose Callbox after a thorough screening process, citing the latter’s track record in developing and managing campaigns with very tight schedules, as well as it’s experience in reaching out to contacts in different target geographical areas.

The Callbox Solution

Callbox designed an Account-Based Marketing Lead Generation & Survey which consisted of:

  • Account-Based Multi-Channel Lead Management using Voice, Email, Chat, Web, and Social Media
  • Sales Enablement & Support which included Training, 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 gather data or conduct a quick survey on target contacts’ perception of the Client’s products to help the company better assess its market position.
  • Customers of the Client’s direct competitors were also asked for their feedback about their current suppliers to help them determine the company’s competitive position.

Amid the survey campaign, however, the Client saw a need to do an appointment setting as the Callbox team uncovered pain points from respondents that required urgent response from their end.

Results

Callbox wrapped up the campaign within 8 months, generating a total of 165 Sales Qualified Leads, 135 Marketing Qualified Leads, and 1,625 completed respondents. This exceeded the project’s requirements by a significant margin.

Callbox Passes Diagnostic Test with Flying Colors

The Client

Incorporated in 2002, The Client is a National O.E.M. and distributor of in-vitro diagnostic products, selling 2 million drug tests annually and growing into one of the largest distributors of rapid on-site drug tests in the United States. The Client’s goal is to help its target market maintain drug-free environments for its constituencies (employees, staff, clients, members, contractors, or students.) They carry a large inventory of products including the following drug testing kits: all-In-one kit/cups, quick-dip kits, pipette tests, and oral kits. The Client also carries test kits measuring breath alcohol levels, saliva alcohol levels, nicotine levels, and adulterants.

The Challenge

In line with its primary goal to provide high quality drug testing products with outstanding service at affordable prices, the company sought the assistance of a business solutions partner to be able to reach and capture a chunk of the market shared with competitors.

The Client’s main competitor is an established company known for its very affordable prices. In fact, it is widely known as the cheapest among the Client’s several competitors. The Client needed to market its products with emphasis on quality and bulk discounts, as this is its identified pricing strength.

The Client recognized some inadequacy in its sales and marketing strategies, and saw the need for a contact solution to support its growth and sales objectives.

The Callbox Solution

The Client partnered with Callbox to obtain a solution that helped them gain advantage against competitors, with the end goal of increasing their sales volume.

Callbox launched a lead generation campaign in order to gather qualified business prospects for the client. To be considered qualified, these prospects had to conduct 50 or more on-site drug tests per day. Calls made to these prospects involved inquiries as to the need for drug testing kits, drugs covered, type of kits used, number of kits required and an offer of free kit samples.

Keeping in mind the Client’s objective which was call quality rather than call volume, a Callbox agent made 80-100 calls per day with a quota of 4 successful calls per day, totaling 20 leads per week and 80 leads per month.

Results

  • Successful calls made by Callbox – The Client management has been vocal in their appreciation of having 90% of the leads generated convert to closed deals. Clearly, the introduction of the broad scope of products that the Client offers and increased customer acquisition was achieved as a result of Callbox’s lead generation program.
  • The need for the Client’s in-house sales reps went down from 4 to 2 during the campaign as the sales reps only needed to follow-up the fresh leads provided by Callbox instead of actually initiating the sales calls.
  • Company owner was so pleased with the results of the campaign that he invited the Callbox agent handling the account to visit their California office for an intensive week-long training to further improve the effectivity of the campaign. Callbox takes pride in the ability of its people to deliver.

Training and Telemarketing – an Award-winning Tandem

The Client

The Client is a full service, award-winning training provider who specializes in sales and service performance, management and leadership development. They offer a variety of sales tools and a wide range of unique products and services, both customized and off-the-shelf solutions, such as social networking, to help companies achieve their goals.

The Challenge

Considering the tough competition in the training industry brought by technology and organizational changes, and as companies opt to keep in-house L&D programs, the Client saw it fit to double their marketing efforts in finding new customers and maintain their edge among their competitors but lacked the manpower and resources to do it. They needed new clients and wanted to explore the market from a variety of industries, but they were quite behind in advancements on tools and strategies that will help them to target the right prospects, fast. This made the Client look for a marketing partner that has a proven prospecting strategy that could deliver top results.

The Callbox Solution

Callbox planned out an Appointment Setting campaign that applied Callbox’s proven lead generation capabilities which consisted of: 

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

The campaign consisted of two main activities:

Account Research and Selection

  1. The Client specified target attendees, locations, industries, and company size.
  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, which consisted of detailed demographic and firmographic segmentations.
  2. The campaign’s primary targets wereLearning and Development Managers and Directors, C-Level
  3. The master contact list was segmented based on these personas, and was further grouped according to industry type.

Results

The twelve-month campaign delivered 164 Sales Qualified Leads and 108 Marketing Qualified Leads.

Since the qualified appointments represented best-fit, highly-interested opportunities, the campaign turned in a good number of new clients for the L&D leader.

What a Training Network Learned from Callbox about Lead Generation

The Client

The Client is an Australian Registered Training Organisation and member of the Group Training Australia Network. It allows local businesses to enjoy a hassle free and cost-effective way to employ apprentices through its Group Training system. The Client operates from three offices in Australia, serving customers in Mildura, Robinvale, Ouyen, Wentworth, Swan Hill and surrounding districts, South Australia’s Riverland, and Metropolitan Adelaide.

The Challenge

The Client previously relied on its in-house salespeople in gathering registrants for its group training courses, but due to limited time and lack of expertise in generating leads, they were prompted with the following challenges:

  • Allocating time between finding leads, meeting appointments, and conducting training
  • Getting past gatekeepers due to insufficient experience in calling
  • Generating low quality leads due to lack of skills and ample time in pre-qualifying qualified accounts

The Callbox Solution

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

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

  • To reach out to prospects and inform them about the Australian government’s program to give incentives to companies that take on young apprentices
  • To generate qualified sales leads for its in-house sales staff to close 
  • To set appointments with enough prospects to keep its sales team focused on more productive tasks

The campaign involved two key steps:

Account Research and Selection

  1. The Client specified target industries, locations, and decision makers
  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.
  3. The master contact list was segmented based on these personas, and was further grouped according to industry type.

Results

Overall, the 6-month ABM Lead Generation & Appointment Setting campaign delivered 52 Sales Qualified Leads, 59 Marketing Qualified Leads, and 320 Social Media Connections.

Out of the 52 leads, the Client was able to close 2 contracts.

Callbox Locked Up Leads for Global Insurance Broker

The Client

The Client is the world’s largest privately held insurance brokerage firm, providing insurance, risk management, employee benefits and retirement services.

The Challenge

The Client has an in-house team in Hong Kong which acts as its core marketing support in APAC, and is responsible for engaging fortune companies in the region. It’s a strong resource for building a huge stack of global customers and the company’s annual growth. Despite its market strength, the Client continues to create innovative solutions to scale up the business. With a new project to launch in Asia, the Client decided to outsource to fill in the gaps in building intelligent marketing campaigns.

The Callbox Solution

Looking at the campaign objectives, Callbox planned out an Account-Based Marketing campaign which consisted of:

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

The Goals

  • The Callbox team was to build a well profiled database of the Client’s prospects in Singapore
  • To market the Client’s Corporate Risk and Employee Benefit insurance programs

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 decision makers for the Callbox team to reach, which consisted of detailed demographic and firmographic segmentations.
  2. The buyer personas designated 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

Overall, the Account-Based Marketing Lead Generation and Appointment Setting campaign produced a total of 186 Sales Qualified Leads and 12,749 Profiled Contacts.

The campaign kicked off with only one agent in the first quarter. Based on the impressive performance that the Callbox team showed in the first three months, the Client added another seat in the second quarter, and renewed for another six months.

Callbox Revs Up Tax Consulting Firm’s Sales Efforts

The Client

The Client is an independent property tax consulting firm specializing exclusively in providing taxpayers of commercial, industrial, multi-residential, and special purpose properties with full-range property assessment and tax management services.

They have a national reach with 19 offices that handle large sales territories across the United States including New York, California, Illinois, Pennsylvania, Massachusetts and Texas.

The Challenge

The Client needed a way to help all their Managing Consultants who head each regional office across the country in bulking up their sales pipeline.

The Callbox Solution

The Client approached Callbox to conduct an aggressive telemarketing campaign that would fill their calendars with qualified appointments on a daily basis. Starting with a test campaign for one location, Callbox now conducts the appointment setting campaign for 14 of the Client’s 19 locations including its head office in Arizona.

To meet the Client’s requirements, Callbox decided to assign a personal appointment setter to the Main Specialist for each location. Appointments are set based on a detailed script and strict qualifying criteria provided by the Client including:

  • Introduction of the Client to the prospect
  • Explanation of the coverage of the appointment being set on behalf of the consultant or specialist
  • Initial qualification of the prospect based on the amount currently paid in personal taxes
  • Delivery of proper rebuttals when necessary

Callbox appointment setters then e-mail the prospect companies copies of the Client’s marketing collateral and Statement of Qualifications.

Appointments are then delivered via Pipeline CRM, an online CRM tool developed by Callbox especially for clients with distributed offices and disparate territories. This enables consultants and specialists to access their up-to-date sales pipeline anytime, anywhere, maximizing their time to develop new business. Sales people can follow-up the appointments even when the Specialists are not available, making sure no leads fall through the cracks.

Results

Callbox experienced appointment setters coupled with the Callbox online appointment setting tool allowed the Client to concentrate on their core business-delivering exceptional property tax consulting services rather than cold-calling and managing each sales person.

The Client now enjoys:

  • Over 100 highly qualified appointments every month
  • Higher conversion rate as a result of improved lead quality
  • Coherent single-source feedback on the current pulse of the market in various territories