Ongoing ABM Campaign Lifts Potential ARR by $785K for FinTech SaaS Firm

The Client

The Client develops and maintains a cloud-based platform that facilitates supply chain financing transactions. The company primarily targets enterprise-level businesses in a number of industries throughout Southeast Asia.

The Challenge

Recently, the Client implemented a marketing program aimed to help them better identify high-priority accounts in their target markets. With half a decade’s worth of customer data under their belt, the Client was able to reliably determine some key qualities about their most promising target accounts: those with highest lifetime values (LTVs), top accounts that process invoices manually or through a legacy system prior to switching over to their platform, and all won deals which involved reaching out to three different decision-maker segments. The said program also specifies the need to outsource their top-of-funnel activities, including prospect research and initial outreach.

After reviewing proposals from several marketing providers, the Client signed up for Callbox’s account-based appointment setting service, and noted that the program met all their requirements apart from having an extensive track record of success with FinTech companies in the APAC region.

The Callbox Solution

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

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

The Goals

  • The Callbox team was to make initial contact to target prospects via email to see the most responsive
  • Call target decision makers to uncover their pain points to identify high-priority accounts
  • Set phone or online meetings with qualified DMs for the Client’s consultants
  • Manage the database, keep it accurate and free from duplicates and not qualified contacts

Account Research and Selection

  • Key firmographic qualities include: workforce of at least 500 employees; annual revenues of $50 million or more; engaged in manufacturing, retail, or wholesale trade in Singapore and Malaysia
  • As for technographics, the Client’s top-tier accounts were companies that rely on either manual processes or on-premise software to handle procurement, invoicing, and cash flow management
  • The Callbox team then prepared the target account list using a combination of Callbox’s in-house database and external data sources.

Account and Prospect Profiling

  • Three decision-maker groups were targeted in the campaign: end users (managers in charge of procurement and invoicing), economic buyers (CFOs, controllers, etc.), technical buyers (IT managers, IT directors, CTOs, CIOs, etc.)
  • The Client specified additional prospect characteristics to help the Callbox team pinpoint the right decision makers from each target account
  • All contact details and information were screened by a database QA team and submitted to the Client for review before being used in the campaign

Multi-touch, Multi-channel Outreach

  • The Callbox team followed a unique lead nurture path and personalized messaging strategy for each of the three decision-maker groups
  • The Lead Nurture paths combined phone, email, and LinkedIn touches which were scheduled and executed using a dynamic outreach cadence
  • Callbox’s own CRM platform, Pipeline, helped orchestrate the different outreach activities and kept the Client up-to-date on the campaign’s progress


The Callbox ABM campaign completed 12 months of Lead Generation & Appointment Setting activities, and delivered 181 Sales Qualified Leads and 223 Marketing Qualified Leads.

According to the Client, their reps can convert 20% of SQLs into proposals, and turn 70% of proposals into new customers. With an average annual subscription revenue of $31,000 per customer, the Client can potentially close $785,000 in new annual recurring revenue from the appointments generated by Callbox.

Tax Credit Expert, Boosting with Leads and Connections with Callbox ABM Lead Generation

The Client

The Client is a 30-year old specialized business consulting firm that offers expertise and advisory services regarding federal and state research and development tax credits to manufacturing and technology companies.

The Challenge

The Client has been nurturing a huge database of contacts for more than three decades now, but decided to look for an outbound lead generation company who could assist them in acquiring new leads, so that they can focus on converting current leads into customers.

The Callbox Solution

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

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

The Goals

  • The Callbox team was to generate meetings for the Client with interested prospects via multiple channels
  • Build connections with prospects online via social media marketing
  • Profile the database

Account Research and Selection

  1. The Client specified target industries and target 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 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 Finance Manager/Director, Accounts Manager, Financial Controller, Managing Director, C-suite, Accountant, Business Owner
  3. The master contact list was segmented based on these personas, and was further grouped according to industry type.


The six-month ABM Lead Generation and Appointment Setting campaign delivered 162 Sales Qualified Leads, 150 Marketing Qualified Leads, and 2,449 Social Media Connections.

Callbox Lead Generation Amps Demand for Insurance Firm’s Mobile App

The Client

The Client is more than just a financial firm, but offers a broad array of protection products and solutions through multiple brands and diverse channels, including auto, home and life, and have been in the business for more than 25 years.

The Challenge

What sets the Client apart from other insurance providers is the way it empowers its people – customers, investors, shareholders and agents, with tools and resources that provide knowledge, support, and anything that makes being part of the company a worthwhile life and career experience.

Innovation is one of the Client’s best practices, and creating a custom mobile app that makes communication among stakeholders seamless was a breakthrough. The app provides easy access to information, reminders, uploads/downloads, bills payment, on-demand roadside services, quick inventory and augmented reality, and was made available not only for the Client’s agents, but for external agents and brokers as well.

The Callbox Solution

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

  • Account-Based Multi-Channel Lead Management which utilized Voice, Email, Chat, Social Media and Mobile channels
  • Sales Enablement & Support that was composed of an end-to-end service coverage from Training, Setup and Back Office Sales Support
  • Tools & Subscriptions to Callbox Pipeline and HubSpot CRMs
  • Account Management which includes Strategy Building, Reporting and Product Knowledge

The goal was for the Callbox team to generate leads and set appointments for the Client with insurance agents, brokers or companies who have the need for a mobile app that could provide express access, account management, forms and documents, relocating and billing.

The campaign involved two key steps:

Account Research and Selection

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

Account and Prospect Profiling

  1. The Client provided target decision makers for the Callbox team to reach out which consisted of detailed demographic and firmographic segmentations.
  2. The buyer personas designated as the campaign’s primary targets were Insurance Agents/Brokers, Managers/Directors and Business Owners.
  3. The master contact list was segmented based on these personas.


Overall, the 6-month ABM Lead Generation and Appointment Setting campaign produced a total of 73 Appointments, 59 MQLs and 287 Social Media connections.

Callbox ABM Lead Generation and Appointment Setting Helped US Financial Consulting Leader

Callbox ABM Lead Generation & Appointment Setting Helped US Financial Consulting Leader Cope With Technology Innovation

  • 192 SQLs

  • 44 Highly-convertible Leads Completed

  • 134 Qualified Prospects RFI

  • 716 Social Media Connections

  • Industry


  • Location

    MN, USA

  • Headquarters


  • Campaign Type

    Lead Generation & Appointment Setting

  • Target Location


  • Target Industries

    All industries

  • Target Decision Makers


The Client

The Client is a leading financial consulting provider that’s been in the business for more than three decades. They offer innovative financial products like asset allocation, insurance, employee benefits, tax planning, wealth management and annuities to thousands of businesses worldwide that help address common financial concerns.

The Challenge

The significant growth in the IT industry has prompted the Client to leverage digitization. They employed new tools and tactics to improve customer experience and achieve business growth. However, the arduous transformation process required help from third-party providers to augment the phase by phase integration and provide support to the company’s marketing needs. With Callbox’s account-based marketing multi-touch, multi-channel lead generation and appointment setting strategies, the financial leader found a way to fittingly cope with the rapid evolution in the finance industry.


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B2C FinTech Startup All Set to Grow Active Users for Flagship App

The Client

The Client is a pre Series A FinTech startup based in Singapore that provides a P2p remittance platform developed primarily for migrant workers in Singapore and Hong Kong. Its flagship app processes an average of $1 million in users’ money transfers to their home countries in Southeast Asia each month. The startup has so far raised $2.2 million in funding after three seed rounds.

The Challenge

With more FinTech startups joining Southeast Asia’s growing P2P remittance market, players in this space are turning to more proactive customer acquisition strategies to sustain their growth momentum.

Having secured $2.2 million in seed funding and handling more than $1 million in monthly remittance transactions, the Client seeks to expand the number of active users of its flagship app. Currently, the company’s online P2P money transfer platform caters mainly to migrant workers sending money to Southeast Asian countries such as the Philippines and Indonesia.

The company maintains an in-house database of prospects collected through its list-building initiatives and opt-in campaigns. But as the list steadily grew, the company’s sales team has only been able to convert only a small percentage of the prospects into sales opportunities.

The problem came down mainly to reps not being able to promptly follow up on enough leads, leaving a huge number of potential customers practically uncontacted. Plus, many of the prospects that got contacted turned out to be a poor fit with the company’s target customer profile.

It was clear the Client needed more manpower to handle the tasks of initially contacting and screening prospects. Accordingly, the company decided to outsource much of these activities to a third-party provider and let their reps focus on the final steps in the conversion process.

The Callbox Solution

The Client chose Callbox because of the latter’s experience in B2C financial services and its track record of implementing integrated phone and email outreach campaigns which closely matched the company’s specific requirements.

A plan was drawn up for a one-month campaign that would run each January or February to coincide with the company’s seasonal sales activity. As of writing, the project has completed two full months and is currently in its third. Each campaign involves three key steps:

Step 1: Profiling the Client’s in-house list

  • Callbox’s data research team checked and verified each record in the Client’s prospect list.
  • The list was thoroughly scrubbed, then duplicate and incomplete records were appropriately processed.
  • The first month’s list was exported into Callbox Pipeline, while the second month’s campaign exclusively used data in the Client’s own CRM.

Step 2: Pre-qualifying each contact

  • The team followed an outreach cadence that initiated contact with email touches and then engaged warm prospects through live phone conversations.
  • These interactions achieved the two-fold objective of deepening awareness of the Client’s offer and qualifying potential leads for the company’s reps.
  • The Client also gave Callbox access to its proprietary creditworthiness calculator to help the team identify which prospects qualified for their cash advance promo.

Step 3: Following up and nurturing leads

  • The campaign’s outreach cadence also included a sequence of additional email and phone touches to follow up and keep leads engaged.
  • Appointments were confirmed via phone call to ensure leads show up for their meeting with the Client’s reps.
  • The added touches also provided the Callbox team with more opportunities to gather crucial marketing intelligence about the prospects.


The project has now wrapped up a total of two campaign months, with the first campaign completed in January of 2017 and the second in February last year. Based on the KPIs specified by the Client at the outset, the project has so far produced very good results: 201 booked appointments and 67 completed leads.

The Callbox team was also able to profile 2,147 records from the Client’s in-house list and maintained response rates of 31% for phone calls and 17% for emails throughout the two campaigns.

The Client continues to partner with Callbox, and the project is about to launch its third full campaign month.

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.


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.

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.


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.

Demand Generation: Callbox Takes Business Loans Marketing from “Laid back” to “Look out! We’re back!”

The Client

The Client is a financial company that offers unsecured business loans to small and medium businesses in New South Wales, Australia. They grant loans to businesses for varied purposes ranging from site renovation, marketing and advertising to vendor-financing. The fast loan approval of 2-3 working days and custom packages they offer have become popular and have earned them client referrals.

The Client enjoyed dominion in the financial loans business in NSW for years, carrying with them the legacy of the mother company who cradled almost all financial needs of most of the SMEs in the state before it gave up all its business rights to the Client in 2005.

The Challenge

The Client kept its good business reputation among customers which enabled them to sustain a good number of customers in their database until competitors grew and mushroomed in the market, offering similar financing options which threatened to kill much of their business. This has impacted customer acquisition and even account maintenance which urged the Client to reconsider their usual laid back marketing style of waiting for customers to ring their phones or knock at the office door. They needed a more proactive strategy that would address the issues.

The extensive solutions they provide have brought in long-term clients and have resulted to high ROI for the business. However, recent years have seen meager production of new business deals due to some challenges that were caused by the following:

  • Depleting number of customers as competitors are quick to grab them
  • Limited target area due to limited staff and resources
  • Unqualified targets who just want information with no genuine interest

The Callbox Solution

Callbox designed a unique Demand Generation program for the client. The process was structured in such a way that it would get the word out on the Client’s business loan offerings and create a buzz and qualified interest among its target customers by:

  • Maximizing staff and available resources both of the Client’s and Callbox
  • Filtering the most qualified customers for immediate conversion
  • Generating a list of potential customers that the Client can continue to follow-up in the succeeding months

The Client ultimately wanted to create a master list of target prospects that they can use in any of their upcoming internal marketing campaigns. With a more aggressive marketing approach in mind, the Client knew that they needed to be armed with a qualified list of potential customers that they could tap if they wanted to beat out the competition.

Maximizing Staff and Available Resources

The Callbox team and the Client discussed the campaign goals and requirements in the Kick-Off Meeting which was followed by Callbox’s preparation of list of target prospects. At the same time, the Callbox Pipeline and the Automated Nurture Scheme were set-up while the email copies, landing page and call script were designed and approved by the Client and went through tests. Product training and call simulation concluded the preliminary actions.

Filtering the Most Qualified Customers

With the use of the Callbox Pipeline’s Lead Nurture Tool, Initial or Introductory emails were sent out to the target list which aimed to hit two birds at the same time – validate email address and present the offer. The nurture tool is able to track real-time actions so Opened Emails, Web Visits and Social Media Connections were easily monitored by the Callbox team. Prospects who replied via the said actions were called by the agent to qualify if these prospects have genuine interest.

Prospects that were called and were identified to have genuine need and interest were profiled and tagged as Lead Completed in the Pipeline for the Client to promptly handle.

Generating Potential customers to Follow-up

Other prospects who did reply but were gauged to have minimal interest, just wanted to know more information, or are just looking for options for future reference were still profiled by updating and verifying all contact information specially email addresses, as follow-up email copies were sent in drip manner as part of the nurture process to keep in constant contact with the prospect.

The Client never lost track of any positive contacts as the Lead Nurture Tool generated and sent real-time alerts and updates via the the Client’s Callbox Pipeline account and email.


The campaign delivered significant returns, delivering precisely what the Client expected.

Out of the 4500 list of targets emailed, 540 (12%) responded and were classified as qualified prospects with genuine interest, which is a 50% increase from their laid back strategy. These were prospects who either replied via email, connected through social media, or visited the website and submitted a query form that specifically stated their purpose for wanting to avail a loan. This database of positive respondents, located across a much wider geographical area and profiled by Callbox with a list score of 78%, represented the initial group of people they can actively market their loans to. The Client could now proceed with their promotional efforts with confidence, knowing that they will be talking to people who have expressed varying levels of interest in their product.

Callbox’s Demand Generation campaign proved to be the much needed jump start to the Client’s sputtering business – it increased awareness and interest among target contacts, broadened the target area, and generated a well-profiled, phone-verified and updated contact list of prospects, enabling them to work their way back into great sales numbers.

The Client recently signed up for another Demand Generation campaign with Callbox.

Bridging the Offshoring Gap: Genuine Interest and the Need for Education

The Client

The Client is a leading media company in Hong Kong, providing news and finance information services to financial intermediaries and high net worth individuals. The services they provide include educating Chinese financial intermediaries on the effective use of tax planning and asset management through series of summit. They work on a platform that was built from different media channels like online media, periodicals and guides to deliver the latest information and relevant topics to finance professionals.

The Challenge

Basically, the Client’s job is to bridge a connection between Chinese financial consultants and companies planning to bring their businesses offshore via financial conferences. These businesses could either be companies from neighboring countries in Asia like Singapore that would want to be educated on how to bring investments to Hong Kong, or Hong Kong-based companies that would like to expand their businesses to other regions.

The Client prides itself in being recognized as the leading media company in Hong Kong that is able to get every financial summit they launch jampacked with attendees. The leads generated from such impressive attendance numbers, however, are a different story. Since its inception in 2010, the Client’s events have had subpar lead turnout at only 10-20% warm follow-ups and those interested to discuss further out of the total number of attendees. Others were just curious to hear what the meeting was all about and didn’t really have the need for offshoring.

At that point, the Client realized that they needed a more targeted audience who have the need for education on offshoring and equally interested to engage further with their services. There was added pressure to expedite the project since a series of summits were already on the approving stage and were ready to take off anytime once scheduled were finalized.

The challenge was, the Client didn’t have the proper tools and processes to use to address their need – to profile their target attendees and gauge the need to be educated, and uncover the genuine interest for offshoring opportunities.

The Callbox Solution

Callbox designed a multi-channel marketing campaign with the help of the Callbox Pipeline Lead Nurture Tool that fully addressed the Client’s needs. The following activities were simultaneously ran throughout the campaign duration – exerted with best effort by both Callbox and the Client.

Database Profiling

Callbox’s filtered database together with the Client’s existing one were profiled by the team. Aside from updating the contact details like name, business address, phone numbers and emails, the lists were well-managed by scrubbing off DNs and revalidating bounced emails off from both lists.

Appointment Setting

The appointment setting campaign was rigidly rolled out as it was the main component of the whole multi-channel marketing campaign. A number of probing questions were included in the call script and required to be fully answered by prospects in order for the agent to be able to uncover important information that will qualify the call as a lead. The said questions were to gauge the prospect of the following:

  • If the business has plans of expanding to other regions
  • If the company is interested in investing in or acquiring another line of business
  • If the organization has in depth knowledge of the business rules and processes of the region which they target to set up the business in

Also, to enhance customer experience, the agent walked the prospects through the Client’s website to assist them with any concern like queries about the services, browsing through the summit schedules or signing up for the upcoming events.


Both the Callbox team and the Client regularly convened to discuss the successes and challenges encountered in the campaign. This was the venue where specific action plans were laid down to be understood by everyone in the team and carefully structured to address challenges and even avoid repetition of the course. Aside from the regular meetings, Callbox utilized the integrated features of the Callbox Pipeline, particularly its Lead Nurture Tool to send real time updates to the Client such as appointment schedules and confirmation emails.


The multi-channel marketing campaign concluded with stellar results.The Callbox team delivered 19 confirmed appointments which scored 30% turnout from the total number of attendees. These were prospects who were profiled and identified to have both the interest on offshoring and the need to be educated . In addition to the the appointments, 38 warm follow-ups were prospects for confirmation of attendance whether they or their representatives will attend and there were 48 who requested for more information – these were prospects who, with thorough probing, were identified to have the need for education and interested in offshoring opportunities but decisions were held pending due to some matters for further discussion.

The leading media company was perfectly happy with the campaign turnout. With Callbox’s multi-channel marketing campaign, the Client’s list of customers were properly profiled and filtered according to need and interest in the Client’s services. The summit that included the 19 confirmed attendees produced a number of leads that were converted into current customers and are successful investors in their chosen region.

Callbox Locks Up the Leads for Giant Insurance Broker

The Client

The Client, based in Singapore, is the largest privately-managed insurance broker in the world with offices in Hong Kong, Beijing, Malaysia, the Philippines, Thailand, and South Korea.

The Challenge

The Client has an in-house team in Hong Kong which supports its marketing activities in Asia, seeking prospects of S$20M companies. In order to increase the volume and value of sales, the Client needed to build an intelligent prospecting campaign focused on sales-ready prospects. Since it lacked commercially available data to support this activity, the Client partnered with Callbox to segment its market and create a database of targeted prospects. However, after speaking with a Callbox sales rep, the Client was impressed with the company’s telemarketing capability so it signed up for a three-month Appointment Setting and Database Profiling campaigns.

The objective of this campaign was two-fold:

  • To build a well profiled database of the Client’s prospects in Singapore.
  • To market the Client’s Corporate Risk and Employee Benefit insurance programs.

The Callbox Solution

Callbox set up a telemarketing team for a two-phase campaign: Database Profiling and Appointment Setting. The Client personally selected and trained the agents assigned to the calling campaign and the target prospects were identified: HR and Finance Managers. Callbox telephoned contacts in the Client’s database to identify companies in Singapore whose indemnity insurance was up for renewal.

Callbox then embarked on an outbound telemarketing campaign to arrange office meetings between qualified prospects and the Client’s outside sales reps. Appointments were qualified based on the Client’s criteria:

  • For Employee Benefit Insurance: prospects must have between 20 and 50 full-time employees.
  • For Corporate Risk Insurance: prospect companies must have a minimum annual revenue of S$20 million.

As the campaign progressed, the Client narrowed down the lead qualification criteria in order to capture larger prospects with near-term requirements. The target size for Corporate Benefit was changed from 50 to 100 full-time employees and for Corporate Risk Insurance, from S$20 million to S$50 million companies. The Client also required that proximity of renewal dates should not be longer than three months from the time of call. Prospects whose renewal dates were longer than three months were profiled and entered into the Client’s database for tracking and future follow-ups.

One challenge encountered during this campaign was frequent cancellation of meetings because the Client did not have enough sales reps to accommodate the growing number of new appointments. To remedy the situation, Callbox prepared weekly schedules of appointments for the Client to review and approve. The Client worked closely with Callbox to provide feedback and updates.


One month into the campaign, Callbox delivered a total of 19 qualified leads and 897 profiled records with one Callbox agent achieving a contact rate of 30%. Surprised with so many leads after just one month, the Client decided to hire two more agents but to restrict the lead qualification even further, going after only the most promising prospects. This generated a total of 26 highly qualified leads and 1,698 profiled records.

Pleased with these results, the Client renewed its contract and expanded its campaign to five seats for six months. By the end of the third month, Callbox was able to profile 12,749 records and deliver 186 highly qualified sales leads. The campaign is currently in progress and the Client plans to use Callbox’s services for other long-term projects.

Callbox Revs Up Tax Consulting Firm’s Sales Efforts

The Client

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

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

The Challenge

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

The Callbox Solution

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

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

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

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

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


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

The Client now enjoys:

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