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Callbox ABM Lead Generation Campaign Pooled New Clients For HR Leader

The Client

The Client is a premier human capital management solutions provider, and has been servicing Sydney with comprehensive recruitment, education, migration and human resource consulting for over fifteen years. Its wide range of in-demand services and customized advice have helped businesses hire the best-fit candidates.

The Challenge

Competition makes the business matter, but getting ahead in the row and staying relevant in the market can be quite tough when you have a load of challenges to cope. The influx of talent that made it overwhelming for recruiters to choose, lack of speed in the hiring process due to insufficient qualified applicants and out of date strategies were among the major problems that the Client faced.

The need for new tools was incontestable, but the Client forewent the idea as the length of the implementation process might prolong the agony. Nonetheless, they found the best alternative action which is to outsource their lead generation efforts from an expert.

The Callbox Solution

Callbox designed a multi-touch, multi-channel account-based marketing lead generation and appointment setting campaign, utilizing voice, email and social media channels for the Client which ran for two-terms.

The Callbox team was to generate potential leads and set office meetings with prospects based on the Client’s target specifications – target decision makers who expressed a need for competent talents, evaluation of HR core processes such as complete employee life cycle and reports consolidation.

Below is the three-step campaign process:

Account Research and Selection

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

Account and Prospect Profiling

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

Results

Overall, the two-term Lead Generation and Appointment Setting campaign produced a total of 72 sales appointments, 534 MQLs and 596 social media connections

Managed IT Firm, a Long-Term Callbox Client, Closes $150K in One Campaign

The Client

The Client is an Atlanta, GA-based managed IT services provider with a branch office in Sydney, AU. The company works with SMEs in both the Atlanta and Sydney metropolitan areas, offering a variety of IT services including procurement, consultancy, technical support, project management, and cloud management.

The Challenge

The Client started working with Callbox in 2017. Throughout the ensuing 12 months, Callbox has remained a strategic marketing partner for the company, helping them reach key business milestones.

As an extension of the Client’s marketing team, Callbox is responsible for planning and executing targeted outbound prospecting campaigns based on the company’s growth objectives and revenue goals.

During the project’s first two campaigns, the Client focused on increasing awareness and acquiring customers for its growing suite of managed services aimed at SMEs in the Atlanta metropolitan area.

As the company’s marketing priorities shifted (such as the addition of new offerings like its IT advisory and cloud management solutions into the product mix), Callbox was consistently able to readapt how it planned and managed campaigns according to the Client’s changing requirements.

The specialized nature of the Client’s services also meant that marketing reps handling the Client’s campaigns needed to have a good technical grasp of the offerings. This ensured that the company’s unique value proposition was effectively communicated to the target prospects.

In August 2018, the Client expanded into the Australian market by setting up an office in Sydney. The bulk of the outbound activities have since been refocused toward engaging potential customers in the new market.

The Callbox Solution

Each three-month campaign consisted of an integrated phone and email outreach cadence designed to qualify prospects and book them for a meeting with the Client’s reps. Accordingly, each campaign focused on three main activities:

Researching and Profiling Contacts

  1. Callbox helped the Client refine its ideal customer profile (ICP) by analyzing and documenting its target market and existing customers.
  2. Callbox’s database team then collected contacts that matched the ICP through Callbox’s in-house data repository and also through desk research.
  3. For both Atlanta and Sydney campaigns, the Client wanted to target business owners, office managers, it managers, and finance managers from companies in 10 industries, with 15 to 500 employees.

Outreach and Follow-up Activities

  1. The campaigns followed a multi-touch outreach cadence primarily made up of email and phone touches to contact and schedule prospects for one-on-one meetings with the Client’s reps.
  2. Social media was also used in later campaigns as an added touch point for profiling and nurturing leads.
  3. The Callbox team prepared all campaign materials including the call scripts, email templates, landing pages, and social media posts.

Lead Management

  1. The first two campaigns were executed using the Client’s own CRM, but later projects were migrated to Pipeline (Callbox’s proprietary marketing automation tool).
  2. Pipeline includes SMARTCalling, a data-driven call optimization feature, to maximize decision maker reach, as well as Lead Nurture tool to help the Client customize the outreach cadence.
  3. Callbox also provided real-time updates on campaign progress and lead/appointment status, and sent out timely notifications to ensure meetings took place as scheduled.

Results

The Client was able to win new contracts worth $150,000 from the appointments delivered by the Callbox team.

The project has now completed three full campaigns (each with three months of appointment setting activities) and is currently in the middle of the fourth campaign. So far, the results are in line with the Client’s targets.

The three completed campaigns have generated a total of 90 qualified appointments, or an average of 30 per campaign (around 10 per month). The Client says this far exceeds what their team can produce in-house.

More importantly, during the second campaign, the Client was able to win new contracts worth $150,000 from the appointments delivered by the Callbox team.

AU Janitorial Firm Wins 6 New Clients and $330K in Deals from Campaign

The Client

The Client provides professional managed cleaning services to businesses, government offices, and nongovernment organizations across Victoria and all over Australia. The company’s customer segments include: office, commercial, hi-rise, industrial, retail, medical, and hospitality buildings.

The Challenge

Although the commercial cleaning sector is projected to grow at a healthy 5.0% each year, commercial cleaners continue to face fierce competition and strong downward price pressure, leading to falling sales and shrinking profit margins across the industry.

As a result, commercial cleaning providers like the Client now look to include more proactive marketing tactics in their customer acquisition programs. Having this in mind, the Client focused on inbound marketing, but later planned to reintroduce outbound prospecting into its marketing mix to supplement its inbound efforts. The company’s current prospecting program generates an average of 20 face-to-face appointments each month, and the Client aims to increase it by at least 25%.

The Callbox Solution

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

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


The Goals

  • The Callbox team was to reach out to potential customers to uncover pain points and upcoming needs
  • Book meetings with qualified prospects for the Client’s consultants
  • Keep the database profiled and updated throughout the campaign

The campaign involved two key steps:

Account Research and Selection

The Client specified target industries, location, and
decision makers.

The Client specified target industries, location, and
decision makers.

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

Email Marketing

  1. The Client provided buyer persona profiles of the prospects that they want the outbound campaign to engage. The profiles consisted of detailed demographic and firmographic segmentations.
  2. The buyer personas designated as the campaign’s primary targets were General Managers, Operations Managers, Maintenance Managers, Office Managers, Owners
  3. The master contact list was segmented based on these personas, and was further grouped according to industry type.

Results

Overall, the twelve-month Appointment Setting campaign produced a total of 120 Appointments and 58 Marketing Qualified Leads.

Out of the leads generated, the Client was able to close 6 accounts valued at $330,000 in total.

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

The campaign ran for a total of 18 months. In the campaign’s first month alone (despite two weeks spent warming up and nurturing prospects), the Client received 55 qualified appointments, which was around 1.5 times what the company was able to generate from its six-month in-house prospecting activities.

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.

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

Since 1988, the Client has been providing custom decorative building materials throughout Southeast Asia and Australia. 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:

  1. First is its broad sales and service network across the region, which enables prompt supply and delivery.
  2. 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 burden 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 than a third of their time actually talking to prospects, which dragged down both sales productivity and the quality of the customer’s buying experience.

Accordingly, the company has been planning to reassign lead generation and appointment setting responsibilities to its marketing team, but this department is mostly staffed by creatives who are already on tight schedules churning out product materials and sales collaterals.

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

Appointment Setting

  1. Callbox compiled the campaign contact list based on the location, SIC codes, job titles, and annual revenues specified by the Client.
  2. The call script introduced the Client’s decorative steel sheet products, and included probing questions that determined fit and need.
  3. Contacts who agreed to a face-to-face or a phone meeting were handed off as qualified appointments. The Callbox team also identified and updated key decision makers and other prospect information.

Email Marketing

  1. The Callbox team prepared cold email templates that served as initial touch points before reaching out to prospects via phone.
  2. The campaign also used targeted send-outs to distribute other marketing materials to contacts who wanted to know more about the Client’s products.
  3. Email automation schemes were created using the Lead Nurture tool, Callbox Pipeline’s built-in drag-and-drop marketing automation platform.

Results

The campaign ran for a total of three months (or 66 business days), with the first two months focusing on prospects in Australia, the Philippines and Singapore. During the third month, the campaign widened the target areas to include Indonesia, Malaysia, and Thailand.

Because Callbox follows a multi-touch, multi-channel appointment setting strategy, the first couple of weeks in this campaign are spent introducing the Client and warming up promising contacts through emails. Most appointments are generated after this initial phase, as shown in the monthly breakdown below (although the early outreach stage is repeated during the third month for the prospects in the additional target areas):

  • Month 1: 14 qualified appointments
  • Month 2: 22 qualified appointments
  • Month 3: 12 qualified appointments

With the Client’s reps spending more time talking to qualified prospects, the company believes it can increase its lead-to-opportunity rate to 75% and its opportunity-to-close rate to 50%. Using these benchmarks, the Client expects to potentially convert 18 of the Callbox-generated appointments into new customers this year.

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 ran for 20 months, and 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.

IT Security Provider Taps into APAC Markets with Callbox Campaign

The Client

The Client is the China office of a U.S.-based company that provides security identity solutions. Its products include authentication and credential management appliances, biometric authentication solutions, card printers, smart card-based credentials, controllers, contactless credential encoders, OEM-embedded modules, and RFID tags.

The Challenge

The Client is looking to capture a huge part of the growing demand for smart cards and personal identification applications in the APAC region. In particular, the company aims to grow sales of its card printers/encoders and its ID card design software suite.

In line with this, the Client’s strategy calls for targeting organizations that issue cards to employees or members in order to position its solutions as an alternative to legacy systems or other secure identity brands. The value proposition for its products and services revolves around flexibility, scalability, reliability, security, and affordability.

The Client has been moving more toward outsourcing marketing activities in the awareness stage of its sales funnel. The company wants its in-house team to concentrate on nurturing and following up opportunities, while letting a third-party agency do much of the prospecting and lead generation heavy-lifting.

Aside from delivering cost savings and productivity gains, the Client requires its marketing partner to have deep familiarity with its target markets and must be able to effectively communicate its value proposition.

The Callbox Solution

The Client selected Callbox after a thorough evaluation process, citing Callbox’s proven track record of successfully managing campaigns for complex-sale IT products in the APAC region.

Callbox customized an Account-based Marketing Lead Generation & Appointment Setting campaign which consisted of the following, which was approved by the Client::

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

THE GOALS

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

Below is the two-step campaign process:

Account Research and Selection

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

Account and Prospect Profiling

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

Results

The campaign ran for 6 months and generated a total of 22 Sales-Qualified Leads, 208 Marketing-Qualified Leads, and 66 Follow-ups, exceeding the Client’s expected results of 15 appointments and 100 completed leads due to the very tight criteria that the campaign required.

In addition to leads and appointments, the campaign also gathered vital marketing intelligence for the Client. The Callbox team uncovered which security identity brands were in use, prospects’ feedback on these brands, and reasons for sticking with the status quo.

Since the 22 appointments handed off by the Callbox team were highly qualified sales opportunities, the Client believes it can convert 70% to 80% of these SQLs into customers within the next three months.

IT Firm Picks Callbox’s ‘Consultative Fit’, Hits Goals in Ongoing Campaign

The Client

The Client is a pure IT consulting and professional services company offering design, configuration, implementation, business analyst, and general consultancy services. The Client specializes in the security, virtual desktop infrastructure (VDI), and Cloud services markets.

The Challenge

With over eight years of experience in the IT consulting and professional services space, the Client now ranks as one of the most trusted service providers in the industry and has successfully partnered with companies like Citrix Systems, AppSense, Blue Coat, and Apple (mobility).

The Client started out in 2009 as a white-label supplier of IT services to vendors and resellers. These companies would subcontract the Client to perform services on their behalf, often without the end customers knowing about the Client’s involvement. In 2018, the company refocused toward directly providing services to enterprises and organizations.

This move presented a bit of a branding conundrum for the company. The main challenge was finding a way to embed its extensive experience as an IT subcontractor for specific VDI, cloud services, and security verticals in the value proposition for its new business model.

For that reason, the Client undertook a massive marketing program that simultaneously focused on branding and customer acquisition. The customer acquisition plan highlighted nurturing leads in-house with the Client’s marketing team while delegating top-of-funnel prospecting activities to a third-party agency.

The Client chose Callbox as its outsourced marketing partner due to a number of factors, with the main one being the “consultative fit” that Callbox’s marketing solutions offered. The Client pointed out that taking a consultative approach to a project (rather than a purely engineering perspective) was their key differentiator and that Callbox was also able to demonstrate this by being more of a marketing advisor than a marketing agency.

Given the Client’s marketing goals, the challenge is two-fold:

  • Finding and identifying qualified opportunities for the Client’s customer acquisition efforts
  • Generating awareness about the Client’s different IT consulting and professional services

The Callbox Solution

Both the Callbox team and the Client agree that an integrated appointment setting campaign best meets the latter’s requirements. The campaign primarily consists of phone-based conversations enhanced with email and social media touch points.

In addition, the campaign timeline is divided into weekly or biweekly segments, with each segment focusing exclusively on a specific solution that the Client offers. These include BlueCoat, Zscaler, Radware, Apple, and CheckPoint—along with general consultancy services, business analyst services, and other IT project services.

Other key campaign activities are as follows:

Appointment Setting

  1. Prior to the start of the campaign, the Callbox team compiled and profiled the prospect list comprised of IT managers, CIOs, and CTOs from companies headquartered or operating in Australia and New Zealand.
  2. Since the campaign is made up of different phases, the Callbox team prepares campaign materials for each stage. These are sent to the Client for review and approval.
  3. Call scripts are based on a list of eight probing questions given by the Client. Each script gauges a prospect’s need and fit for a specific IT product or solution.

Email Marketing

  1. The campaign uses two types of email messages: Intro/follow-up emails & Targeted send-outs.

    Intro/follow-up emails help warm up and nurture phone prospects, while targeted send-outs are intended for prospects who request more information.
  2. The Callbox team does the bulk of the campaign’s email marketing activities through the Pipeline Lead Nurture tool. This ensures targeted, personalized, and timely emails.
  3. The campaign team applies best practices and precautions to avoid spam complaints and to maintain good sender reputation.

Social Media Marketing

  1. The campaign also uses LinkedIn to reinforce the touch points made with the phone-based appointment setting activities, adding positive phone contacts as LinkedIn connections.
  2. The Callbox team also carries out branding and reputation building activities on LinkedIn.
  3. The team’s social media specialists manage the LinkedIn account on behalf of the Client.

Results

At time of writing, the campaign has completed three months’ worth of multi-channel appointment setting activities and is already at the final week of its fourth month.

Like most of Callbox’s integrated appointment setting projects, the early stages of the Client’s campaign primarily revolved around email activities for warming up prospects and refining the campaign focus. Open rates for the bulk send-outs reached 10.2%, 11.4%, and 23.0% for the first, second, and third months, respectively. The campaign was also able to maintain hard bounces and unsubscribes within acceptable limits.

The campaign is still ongoing and, so far, it has delivered 52 appointments. Since these appointments have been qualified using a highly targeted set of parameters, the Client expects to move 80% of these appointments further down the funnel as sales-qualified Leads (SQLs). In addition, the company has a track record of closing 30% to 40% of SQLs after 6 months in the pipeline. This means that the Client can potentially generate up to 9 new customers from this leg of the campaign.

Callbox Aced Appointment Setting for Accounting Expert

The Client

The Client bears unmatched experience in providing redefined Accounting, Bookkeeping and Self-Managed Super Funds (SMSF) to its partner clients, addressing specific pain points of modern accounting practice.

The Challenge

The accounting expert serves as an integral extension of its clients, ensuring all tasks are accurately completed. However recently, competition became fierce as competitors started to offer equally interesting services and even used enticing branding images which made the Client indistinguishable from its industry peers.

The Client decided on offering a FREE-TRIAL to target customers. Well aware that this required expertise in pursuing prospects and getting them to agree to meet with the Client’s consultants to discuss signing up for the free trial, the Client searched for an appointment setting company that best fit their needs and chose Callbox.

The Callbox Solution

Appointment Setting

Callbox ran a Customer Profiling campaign along with Appointment Setting to update the Client’s database and to build a new set of qualified prospects.

1. An initial email copy which contained news releases about the Client’s FREE TRIAL offer were sent to target customers.

2. Active emails from prospects who responded, clicked links and visited the Client’s company website were saved for follow-up calls.

3. Responses also gave the Callbox team the opportunity to filter the most available prospects to touch base with via the CTA link (scheduling option) in the email copies.

4. Bounces were filtered and saved for follow-up calls for the agents to update as they speak with the prospect.

Customer Profiling

Aside from targeting to gain a new set of clients, the Appointment Setting program aimed to exhibit a differentiated service by giving their customers a first-hand experience of the service.

1. With the help of the Pipeline Lead Nurture Tool, the team was able to profile the contacts in the database: information like contact name, address, contact numbers and email address were updated.

2. Initial email copies with replies were set for follow-up call – appointments were set for prospects who agreed not only to the FREE TRIAL but also for those who were merely interested to discuss about the Client’s services.

3. To ensure that appointments were not missed, the Callbox team sent calendar invites to prospects to remind them of their appointment schedule.

4. And with Callbox’s SMART Calling system, a hefty number of prospects was reached by the Callbox team to speak with the Client’s specialists and agreed to a FREE TRIAL.

Results and Return on Investments

The first four weeks were the busiest days of the campaign period as the Callbox team was juggling between getting together a fitting list of contacts to profile and setting appointments with those contacts at the same time, but successfully delivered 11 solid appointments.

Between the 5th and 8th weeks, with the Callbox team effectively done with the initial calls, follow-up calls came out more productive as most of the prospects the team spoke with were already knowledgeable of the free trial and have learned of the service’s benefits from other prospects via testimonial videos linked through the follow-up emails. This phase of the campaign generated 13 more appointments for the accounting expert.

The last 4 weeks (9th to 12th) had the Callbox team equally busy but more delighted as follow-ups that were nurtured during the start of the campaign eventually converted into appointments and impressed the Client with 15 appointments at the closing.

Callbox Lends B2C Expertise to Debt Management Firm in AU-wide Campaign

The Client

The Client is a long-established, family-run business providing a variety of financial solutions tailored for individuals and households throughout Australia. Its main lines of services include same-day small loans, car loans, and business loans. In addition, the Client is a mortgage broker offering home loans and is also a Registered Debt Agreement Administrator helping
customers with debt relief and bankruptcy avoidance.

The Challenge

The Client is among the country’s many credit repair and debt relief companies offering Part IX Debt administration, which are services that help customers handle debt and avoid personal bankruptcy. The Client is looking to expand its share of this growing sector with its unique value proposition centered around having “the fairest fee structure in the market” as well as its reputation as an established industry player.

While there are ample opportunities to increase its customer base for debt agreement solutions, the Client also faces a number of hurdles when it comes to marketing and promoting these services.

Regulations related to the aggressive marketing of debt agreements and cases of misrepresentation by other debt relief providers have made finding potential customers even more challenging.

Accordingly, the Client decided to focus its debt agreement marketing initiatives only on individuals who have already expressed some level of interest in its other loan services and have communicated with the Client in the recent past. This ensured that the target prospects are not entirely cold while, at the same time, providing the Client with the needed information to refine the outreach effort.

Based on these initial requirements, the Client was able to come up with a list of potential customers to target with its debt agreement offer. The plan called for the Client’s in-house consultants to contact qualified prospects and find out how its solutions fit with their current financial situation.

To maximize their consultants’ productivity, the Client opted to hire the services of a third-party provider for carrying out the initial touch points and qualifying activities. The Client chose Callbox because of the latter’s experience in planning and executing Australia-wide lead generation campaigns as well as its roster of clients in the heavily-regulated financial services sector.

The Callbox Solution

The Callbox team put together a phone-based lead generation program designed for a B2C campaign. Due to the nature of the project (i.e., aimed at consumers), it was determined that the best approach would be to engage prospects solely through live conversations without integrating other channels into the mix.

The main goal of the campaign revolved around identifying prospects willing to find out more about how the Client could help them in their current financial situation. Some key activities of the lead generation campaign include:

1. The client provided the Callbox team with records to be contacted. The list only included individuals who have interacted with the Client in the past such as through a loan application. As is standard practice in Callbox campaigns, the list was thoroughly profiled and validated before being used.

2. Campaign materials and collaterals, including call scripts, were produced in close consultation with the Client to ensure compliance.

3. Agents qualified every prospect with probing questions that identified their suitability and willingness to further engage with the Client’s debt counselors. Prospects having personal debt, net assets, and disposable income within a given range were tagged as qualified leads.

Results

The entire campaign ran for a total of nine months or 198 days (at 22 days/month) given that the Client renewed its contract with Callbox several times after the initial pilot phase. The following table shows a monthly breakdown of some key indicators throughout the campaign duration:

Additionally, the campaign was able to yield the following metrics in terms of activity, reach, and response:

• Reach rates of up to 55% with an average of 31%. By comparison, a reach rate of 15% is considered acceptable while 30% is quite good.
• Response rates of over 18% with an average of 11%, which is in line with phone prospecting benchmarks of 9% to 10% for this type of list.

All in all, the nine-month campaign produced a total of 505 qualified leads handed over for further engagement with the Client’s in-house consultants. By the Client’s own estimates, between 70% to 80% of the leads are expected to become customers within six months after the campaign. As such, the Client is looking to potentially generate around 354 to 404 new customers for its Part IX Debt Agreement dministration services.

Precision Engineering Company Executes Precise Rebranding with Callbox

The Client

The client is the Singapore arm of an industrial equipment supplier based in Germany, specializing in motion and fluid control technologies used in advanced production lines worldwide. The company’s product portfolio includes actuators, air preparation, fittings, tubing, pressure switches, vacuum, and valves.

The Challenge

The Client has a long and illustrious company history that includes the invention of the first inline lubricator in 1927 and a series of breakthrough innovations in several pneumatic fluid and motion control technologies. Its products and expertise are presently used in numerous manufacturing facilities worldwide for improving equipment productivity and efficiency.

In 2015, as part of its efforts to transform itself into a truly world-class engineering company, the Client consolidated several of its divisions under a single brand and recently carried out a major overhaul of its webstore to realign with its new branding initiatives. Aside from its extensive global network of distributors, the Client is able to offer its solutions to its target customers through online catalogs.

While these moves are expected to create favorable long-term opportunities, the new brand rollout and webstore revamp bring some key short- to medium-term challenges that the Client needs to address right away. In terms of near-term marketing activities, the challenge is two-fold:

  1. Informing its existing customers of the rebranding and the site renovation in a way that drives both interest and awareness
  2. Identifying specific needs and inquiries from their customers and prospects, which can then be turned into actionable insights

The Callbox Solution

Given both the Client’s current strategic situation and its immediate marketing goals, it was determined that Callbox’s precision-oriented lead generation solutions would be an effective approach at enhancing the Client’s rebranding and customer outreach efforts. Accordingly, the campaign plan consisted of two main components: (1) customer profiling and (2) lead generation.

Database Profiling

To guarantee the quality of data to be used in the campaign, the list underwent thorough customer profiling, which involved manually validating and verifying each database record and field.

  • Agents called every contact on the list in order to check and update all pertinent information.
  • Callbox’s customer profiling package ensured that every entry on the list contained complete, accurate, relevant, and timely information on a valid decision-maker.
  • Once completely profiled, every record on the list represented a contact having any of the above-mentioned job titles working in a manufacturing company located within any of the four APAC countries mentioned earlier.

Lead Generation

With its award-winning lead generation expertise, Callbox was well-positioned to help the client meet the two main challenges brought on by its recent rebranding program. In a nutshell, the lead generation activities of the campaign included:

  • The Callbox team engaged the Client’s target contacts through live phone conversations in order to touch base and introduce the rebranded solutions.
  • Callbox distributed the company’s Express catalogs to qualified contacts in Australia, Malaysia, and Singapore. The Client’s pneumatic catalogs were disseminated to qualified contacts in New Zealand.
  • Agents then set up follow-up phone appointments with hot leads and inquiries.

HR Consultancy Company Bred More Qualified Talents Via Callbox ABM

The Client

The Client is a strategic workforce planning company that provides innovative human resource solutions, and stands on a mission to help The Client is a strategic workforce planning company that provides innovative human resource solutions, and stands on a mission to help companies achieve strategic objectives through workforce planning, analytics, and strategy.

The Challenge

The Client has many years of consulting experience and a stack of holistic HR services and solutions focused to better align, acquire, utilise, and develop talents. They target key and strategic functions required to deliver business core goals.

Despite the expertise and the rich experience they hold, The Client still faced recruitment issues such as shortage of talent. This does not mean not being able to pool a number of applicants, but few or no qualified applicants for the positions they are trying to fill in, which eventually impacted their client acquisition.

Employee referral was a good try, but it did not suffice their targets. So, the Client embarked on new strategies to help them cope with the problem. Primarily, realigning some internal processes, and outsourcing a lead generation program.

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 promote the Client’s core services: Workforce Analytics, Human Resource Consulting and Workforce Strategy and Optimisation. 
  • To send out initial email copies bearing the Client’s summary of services and solutions, the company website and query boxes, and to track email replies and actions taken by prospects.
  • To book appointments with interested prospects for the Client’s recruitment specialists.

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 were CEO, COO, Head of HR, HR Director, HR Manager
  3. The master contact list was segmented based on these personas and was further grouped according to industry type

Results

The 6-month Account-based Marketing Lead Generation & Appointment Setting campaign delivered a total of 96 Sales Qualified Leads, 63 Marketing Qualified Leads, and 228 Opt-in Requests for Information.