Tag Archive for: case-study-appointment-setting

Utility Gains Omni-channel Inbound and Admin Support with Callbox

The Client

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

The Challenge

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

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

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

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

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

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

The Callbox Solution

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

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

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

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

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

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

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

Results

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

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

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

Mobile Platform Deepens Pool of Potential Merchant Partners in SG Campaign

The Client

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

The Challenge

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

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

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

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

The Callbox Solution

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

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

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

Appointment Setting

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

Email Marketing

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

Results

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

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

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

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

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

The Client

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

The Challenge

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

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

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

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

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

The Callbox Solution

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

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

Appointment Setting

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

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

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

Email Marketing

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

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

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

Results

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

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

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

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

The Client

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

The Challenge

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

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

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

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

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

The Callbox Solution

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

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

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

Appointment Setting

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

Email Marketing

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

Social Media

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

Results

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

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

Callbox Seamlessly Pivots Campaign as HR Software Firm Rebrands

The Client

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

The Challenge

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

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

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

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

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

The Callbox Solution

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

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

Account Research and Selection

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

Account and Prospect Profiling

  1. The Client provided target decision makers for the Callbox team to reach out which consisted of detailed demographic and firmographic segmentations.
  2. The buyer personas designated as the campaign’s primary targets were HR Director, HR Manager, VP for Talent Acquisition Manager, HR Executive, Senior Recruiters
  3. The master contact list was segmented based on these personas and was further grouped according to industry type

Results

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

Expat-Focused Financial Planning Firm Expands in Niche SG Market

The Client

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

The Challenge

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

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

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

The Callbox Solution

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

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

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

Some key campaign activities include:

Database Profiling

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

Email Marketing

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

Appointment Setting

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

Results

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

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

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

NZ B2B Media Company On Track to Hit Targets with Callbox

The Client

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

The Challenge

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

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

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

The Callbox Solution

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

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

Appointment Setting

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

Email Marketing

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

Results

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

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

High-Growth SaaS Startup Boosts Momentum with Callbox Campaign

The Client

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

The Challenge

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

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

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

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

The Callbox Solution

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

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

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

Appointment Setting

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

Email Marketing

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

Results

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

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

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

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

Micro Market Provider Forecasts Pipeline Value Growth After Campaign

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.

Callbox Taps Ontario Auto Dealership Market for IT Sales Opportunities

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

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

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.