ABM Campaign Twinned Success for Big Data & Analytics Leader
The Client
The Client is a major player in the Software industry, providing information and analytics for professional and business customers across industries in more than 180 countries. By combining High Performance, Big Data and Advanced Analytics, they completely provide insights that benefit businesses, the environment and the global community.
Target Prospects
Product 1
Priority: Chief Compliance Officer, Chief Ethics Officer, Chief Security & Risk Officer, Chief Audit Executive, Senior VP or Head of Risk, Head of Anti-Bribery & Corruption, Head of Corporate Security, Head of Procurement, Head of Fraud Prevention, Director of M&A Activity
Secondary: IT Department, Risk Managers, Financial Crime Analysts, Due Diligence Analysts
Product 2
Media Professionals
Information & Data Professional: Knowledge Manager, Head of Information Services, Research manager, Analyst, Librarian, Corporate Librarian, Data Scientist, Data Engineer, Data Analyst
Strategist: Planner (VP, Director, Manager, Analyst), Competitive Intelligence (VP, Director, Manager), Consultant, Managing Consultant, Business Analyst
Financial Professional: CFO, Finance Director, Analyst, Business Advisor, Performance Measurement Analyst, Acquisition Program Analyst, Investment Manager, Market Data Analyst
Consultant: Consultant, Strategist, Librarian, Analyst, Partner
The Challenge
Part of the Client’s mission is to provide customers with solutions and decision tools that combine public and industry specific content with advanced technology and analytics to assist them in evaluating and predicting risk and enhancing operational efficiency, which made them a leading provider of essential information to help customers across industry and government assess, predict and manage risk. The seamless flow however was challenged by the global plight of the pandemic. But, by collaborating with the right network partners, resellers and integrators, these goals were effectively carried out.
The Callbox Solution
Callbox designed an annual Account-Based Marketing Lead Generation and Appointment Setting campaign package for the Client which consisted of:
- Account-Based Multi-Channel Lead Management which included Voice, Email, Chat, Social Media and Mobile
- Sales Enablement & Support with Training, Setup and Back Office Sales Support
- Tools & Subscriptions to the Callbox Pipeline and HubSpot CRMs
- Account Management with Strategy Building, Reporting and Product Knowledge
The goals were for the Callbox team to:
- Run a campaign for two products
- Set appointments for the Client’s consultants
- Connect with prospects via social media
Below is the two-step campaign process:
Account Research and Selection
- The Client specified their target industries, location and decision makers.
- Callbox refined the Client’s ideal customer profile (ICP) which served as a basis for identifying qualified accounts.
- Callbox came up with a list of potential contacts to target which was reviewed and approved by the Client.
Account and Prospect Profiling
- 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.
- Identified as the campaign’s primary targets were divided for the two products:
- Product 1
Priority: Chief Compliance Officer, Chief Ethics Officer, Chief Security & Risk Officer, Chief Audit Executive, Senior VP or Head of Risk, Head of Anti-Bribery & Corruption, Head of Corporate Security, Head of Procurement, Head of Fraud Prevention, Director of M&A Activity
Secondary: IT Department, Risk Managers, Financial Crime Analysts, Due Diligence Analysts - Product 2
Media Professionals
Information & Data Professional: Knowledge Manager, Head of Information Services, Research manager, Analyst, Librarian, Corporate Librarian, Data Scientist, Data Engineer, Data Analyst
Strategist: Planner (VP, Director, Manager, Analyst), Competitive Intelligence (VP, Director, Manager), Consultant, Managing Consultant, Business Analyst
Financial Professional: CFO, Finance Director, Analyst, Business Advisor, Performance Measurement Analyst, Acquisition Program Analyst, Investment Manager, Market Data Analyst
Consultant: Consultant, Strategist, Librarian, Analyst, Partner
- Product 1
- The master contact list was segmented based on these personas, and was further grouped according to industry type.
Results
The analytics leader has been working with Callbox for five years now, leveraging a multi-channel marketing approach which constantly brings them good campaign results and steady sales. In fact, the recent 12-month ABM Lead Generation and Appointment Setting campaign that Callbox ran for them produced a total of 128 Sales Appointments, 1,020 MQLs, and 536 Social Media Connections.