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
Outreach and Follow-up Activities
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.
Despite having already worked with a number of third party providers for the Client’s lead generation campaigns, finding companies interested in their services for the long term remained an unresolved challenge.
The Client’s previous marketing partners had clear difficulties delivering consistent campaign results, which in turn made it very hard for the Client’s sales reps to meet their numbers.
Most of the leads and appointments from their former partners were a poor fit for the Client’s enterprise VoIP solutions. When those prospects reached the Client’s sales team, reps uncovered that many of them were actually still not in the market for the company’s offerings.
Additionally, the Client also observed that their previous providers were not able to fully capture and communicate the company’s unique value proposition, failing to map out key product benefits with business pain points in campaign materials used in the outreach programs.
With the lessons gained from these earlier campaigns, the Client searched for a reliable marketing agency that can provide them with a full suite of tools and strategies to book sales meetings with interested and qualified prospects.
THE CALLBOX SOLUTION
The Client signed up for a pilot three-month appointment setting campaign with Callbox. Callbox then reviewed the Client’s requirements and objectives in order to formulate a multi-touch, multi-channel campaign plan.
To address the Client’s problem with the quality of sales appointments, the Callbox team carried out their best effort to profile and update each contact information with each call, and took the opportunity to ask prospects probing questions to uncover not just perceived, but actual business needs. These steps were a significant factor in generating high-converting appointments.
Throughout the campaign, the Callbox team extensively used Pipeline CRM (Callbox’s proprietary lead management and marketing automation platform), particularly Lead Nurture Tool, which helped streamline the campaign workflow.
Lead Nurture Tool’s list cleansing feature took care of contact profiling, and it also enabled personalized emails to be sent to prospects in response to predefined triggers. Part of what makes this reliable tool efficient is that, every action taken by prospects like clicking a link on a website or submitting a form is monitored in real-time, allowing the campaign team to respond accordingly.
As is always the case in Callbox campaigns, all call activities were automatically logged in to Pipeline CRM, where the Client can view, process or download reports and campaign statistics.
Callbox Pipeline’s Lead Nurture Tool ensured the call list remained accurate throughout the whole campaign, while the Callbox’s SMART Calling system enabled agents to reach the right prospects at the right time, right when they were most available to talk.
The initial three-month program generated a total of 39 qualified appointments, 41 completed leads, and 78 net new prospects.
While the number of appointments delivered were slightly lower than in the previous campaigns with other providers, this actually reflected an increased emphasis toward high-quality prospects, since the Callbox team implemented a more thorough lead qualification approach aimed at filtering best-fit decision makers rather than stuffing the Client’s funnel with unqualified leads. As a result, the Client renewed the contract for another three months.
Headquartered in South Korea, The Client established its Singapore office in 2012, providing a suite of integrated marketplace platforms tailored for the local online and mobile commerce segments. This included its flagship social discovery app launched in 2013 that allowed users to share and recommend places of interest in Singapore.
One of the app’s key selling points was that it featured an extensive network of merchant partners that actively engaged users with exclusive offers and promos. The app gave participating merchants an added channel for having real-time conversations with customers, improving brand visibility through user-generated content and micro-influencers, as well as gaining valuable customer insights and contextual marketing information.
Several months after releasing the app, the Client wanted to accelerate the growth of its merchant partner network in response to very positive user adoption numbers. This led the company to consider implementing targeted marketing tactics alongside its inbound marketing efforts.
But with little experience in direct marketing and much of its marketing resources already tied up in existing programs, the Client realized the best way forward was to work with a third-party provider that specialized in targeted outreach.
• Launched a multi-touch campaign that helped accelerate the Client’s partner acquisition efforts
• Increased the number of potential merchant partners from SG retailers in the Client’s pipeline
• Expanded both branding and revenue potential with high decision maker reach rates
THE CALLBOX SOLUTION
The Client chose Callbox after reviewing a shortlist of marketing agencies, pointing to Callbox’s long-term experience deploying successful campaigns in Singapore as the deciding factor.
Callbox and the Client then developed a campaign plan that combined emails and phone calls delivered as a sequence of multiple touches. The main campaign objectives included:
Callbox completed the campaign in six months (or 132 days at 22 days per month), and handed off a total of 129 qualified appointments and 302 verified leads to the Client.
Since the campaign followed a multi-touch cadence that started with email activities designed to initiate contact, the Callbox team only began generating appointments near the end of the first month. Once the nurtured contacts began converting, the campaign was able to consistently deliver between 18 to 25 qualified appointments each month.
The Callbox team also achieved a relatively high decision maker reach rate of around 24% and, by the end of the campaign, the team connected with a total of 3,045 decision makers.
The Client projected that 80% of the appointments generated in the campaign would convert into qualified sales opportunities, with 60% turning into signups. That translates to 62 potential new merchant partners for the Client’s social discovery app.
The Client’s core mission is to help companies implement and optimize Microsoft Dynamics AX and CRM applications. It sells its services primarily to large- and mid-sized businesses in verticals such as distribution, manufacturing, and professional services.
The company recently refocused its marketing initiatives toward growing the customer base for its three industry-specific modules: industrial, professional services, and AX users. Part of its new customer acquisition strategy called for targeting prospects throughout the U.S via outbound channels.
Being a small company (with only 35 employees), the Client clearly needed some outside help carrying out many of its marketing activities. Past experience has taught the company that its small team of in-house sales reps was best deployed following up qualified leads and nurturing opportunities, instead of spending a great deal of their time prospecting.
Once the company finalized its requirements, the Client began looking for a potential outsourcing partner that could:
1. Identify accounts that fit the target customer profile for each of the Client’s three modules
2. Qualify contacts for each identified account by gauging purchase intent and solution fit
3. Collect additional prospect information to be used by its in-house reps
• Completed a 6-month US-wide appointment setting project for a leading enterprise cloud consulting firm
• Generated high-value sales appointments for conversion within the next 12 months
• Increased prospect quantity and quality by combining phone calls with emails and social media
THE CALLBOX SOLUTION
The Client chose Callbox at the suggestion of one of its partner IT companies. The Client pointed out that Callbox’s marketing experience in the enterprise cloud space was a deciding factor.
Callbox then put together a 6-month appointment setting program consisting of six monthly campaigns. Each campaign focused on a specific segment for the company’s three main modules. The entire project made use of live phone outreach integrated with email and social media activities.
The six campaigns ran for a total of six months. In each of the campaigns, a good part of the first half was spent warming up prospects and doing research. This meant that much of the initial campaign activities focused on email marketing and social media. For the entire project, emails and LinkedIn produced the following results:
• Email delivery rate: 99.4%
• Email open rate: Up to 38.3%
• Email reply rate: Up to 5.13%
• LinkedIn connections: 1,492
• LinkedIn groups: 144
• LinkedIn leads: 6
Live conversations with prospects generated the following results:
• 21 qualified appointments
• 2 completed leads
Most of these results were recorded during the closing stages of each campaign. The Client says that all 21 appointments meet their sales criteria, so they expect to convert around half (or 11) of these prospects within the next 6 to 12 months.
Marketing in complex-sale verticals, such as IT and manufacturing, carries a special set of challenges. The conversion funnel is usually longer and nonlinear, and the process requires connecting with multiple decision-makers. That’s on top of the relatively steep learning curve needed to understand and communicate what the product or service brings.
For the Client, these form the basic requirements when teaming up with third-party agencies that handle part of their marketing programs. The company combines inbound efforts (mainly done in-house) with outbound tactics (mostly outsourced to providers). Prospecting and lead generation are the activities that the Client typically delegates to an outside marketing company.
The Client recently decided to look for a new marketing partner as part of its renewed focus on Southeast Asia. The company needed an outbound agency with the scope to help it cover new segments in its target areas ((Indonesia, Malaysia, Myanmar, Philippines, Singapore, Thailand and Vietnam), as well as the scale to generate prospects from companies in its target industries.
More importantly, the Client wanted a lead generation company they could work with on a long-term basis. This would accelerate deployment of campaigns and keep the messaging more consistent.
• Launched a long-term marketing partnership with one of Asia’s biggest tech brands
• Helped the Client reach event turnout targets
• Handed off high-potential sales appointments
THE CALLBOX SOLUTION
The Client reviewed proposals sent by Callbox and two other marketing agencies. All three had considerable experience managing companies’ APAC campaigns, but Callbox was able to provide case studies and references showing projects with longer-term commitments. The Client placed a great deal of emphasis on this key differentiator and signed up with Callbox.
The project kicked off a few weeks before a company-sponsored event. The Callbox team worked closely with the Client to put together a call-to-invite campaign aimed at boosting turnout:
1. The event revolved around driving awareness and generating leads for its SAP services and solutions.
2. The target attendees mainly consisted of decision-makers in IT, Operations, and Finance from Singapore-based manufacturing firms. The Client wanted to focus on companies not using SAP Business One.
3. Once Client approved the call list and campaign materials, Callbox then launched a one-month (22-day) call-to-invite campaign.
• Launched an ongoing
appointment setting campaign to drive user growth for a research and analytics firm
• Connected with heads of PR and Corporate Communications from medium to large Malaysian companies
• Met campaign targets in the first two months, gearing up for third month
THE CALLBOX SOLUTION
Callbox’s multi-channel appointment setting package meets the Client’s primary goal of carrying out accelerated and targeted one-on-one outreach. The campaign’s main strategy emphasizes live phone conversations enhanced with emails and other channels.
The Callbox team and representatives from the Client agree that all campaign tactics, activities, and materials should work toward prequalifying and setting up appointments with potential users of the media monitoring platform.
As of this writing, the campaign has just wrapped up its second full month and is gearing up for the third. The Callbox team spent the campaign’s first couple of weeks laying the groundwork for the main appointment setting activities. During this time, agents focused on gaining initial traction and navigating the hierarchy of decision-makers at the target organizations. It wasn’t until the first month’s closing weeks when steady appointment setting results began to seep into the pipeline.
So far, the campaign has managed to deliver:
• First month: 11 appointments
• Second month: 17 appointments
The Client maintains a benchmark lead-to-opportunity rate of 90% and a close rate of 70%. That works out to around 18 potential new users acquired from the ongoing campaign.
The rapid growth in number of IT companies and the seemingly similar products and services offered tend to cause confusion among business owners on which IT service provider would best fit to address their IT needs, and the Client was not spared from such.
The conventional “WIIFM” (what’s in it for me) would not make any difference at all, the IT expert thought. So the “what” was replaced with “why” as (why is it for me) for their campaign to make target customers understand why they should choose the Client as their IT provider instead of simply knowing what they offer. The campaign was successfully carried out with Callbox.
• Validated contact details via Customer Profiling campaign
• Filtered most active contacts via the Pipeline Lead Nurture Tool
• Ensured solid appointments via the Smart Calling system
THE CALLBOX SOLUTION
The first month of the campaign generated 12 appointments and 4 registrations, but as the Calbox team got more familiar with the the target market and customer profiles, appointments delivered almost tripled in the second month with 34.
In the third month, another 12 appointments were generated with 6 registrations; 16 for the fourth month and 12 on the fifth month of the campaign.
The numbers escalated once again in the sixth month with 22 appointments and decreased a bit in the seventh month with 13 appointments and 8 registrations. While the eighth month took a bit of a hit with 3 appointments. The ninth month made up for the dip in numbers with 20 appointments and the tenth month closed out with 5.
The 10-month campaign generated a total of 149 appointments and 18 registrations. It is worth noting, however, that the Client is still counting more appointments and registrations as they go into the eleventh month, or technically, the first month following the end of the 10-month campaign.
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 2014, 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
• Planned and executed an ongoing appointment setting campaign for an IT services company
• Reached and engaged IT managers, CIOs, and CTOs in AU and NZ via phone, email and social media
• Stayed on target at each phase of the campaigncleansed and up-to-date contact list
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:
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.
THE CALLBOX SOLUTION
1. The campaign uses two types of email messages:
A. Intro/follow-up emails
B. 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.
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.
Since the campaign calendar is subdivided into weekly or biweekly segments that focus on a particular IT solution, the overall monthly appointment setting results tend not to follow a definite trend.
The campaign, so far, has generated the followingmonthly outcomes:
• First month: 14 appointments
• Second month: 8 appointments
• Third month: 7 appointments and 3 leads completed
The campaign is still ongoing and, so far, it has delivered 29 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.
Liaising with clients and creating co-marketing, direct marketing and channel marketing campaigns are the Client’s core competencies which they’ve honed and polished with more than a decade of experience running end-to-end B2B programmes. However, business had recently lulled due to challenges in their prospecting process, which promptly impacted their ROI.
The Client is the rare unconventional thinker who welcomes a partnership with the competition and recognizes in it the opportunity to progress the business. Such optimism opened doors for the Client to build a partnership with Callbox.
• Properly profiled contacts via Customer Profiling process
• Eased the prospecting process via Callbox’s SMART Calling
• Accurately tracked active responses via The Pipeline Lead Nurture Tool
THE CALLBOX SOLUTION
1. A customer profiling campaign was rolled out to validate and update the databases.
2. Contact details like company and business names, address, phone numbers, email addresses and social media accounts were updated to ensure accuracy.
3. Contact validation was done by sending initial copies of the Client’s newsletters featuring the awards and accreditations they have received,
and also contained links to FAQs, the company website and a query box.
4. Active responses like opened emails, website visits, clicked links, and queries were tracked via the Pipeline Lead Nurture Tool and saved for
5. Invalid emails (bounces) and contact details were updated upon speaking with the prospect.
The Client consistently delivers the best print and copy solutions for their customers – a potent commitment which brought them successes in revenue and customer care since the company’s inception in 2005.
But as years passed, market competition has become tougher and the primal revenue target of 20% per year showed a dramatic decline in recent years, dipping to only 13%-15%. Due to this decline, the Client felt the urgency to regain what they’ve lost and immediately acted on the issue by taking the next best steps – looking for an outsourced lead generation partner and deciding on Callbox.
• Use of 5 marketing channels
• Warming up prospects via Lead Nurture Tool
• Increased contact rates via Callbox’s SMART Calling
• Lost revenue regained
THE CALLBOX SOLUTION
1. Callbox validated contact details in the database to ensure accuracy by sending initial emails with overview on the total print managed services.
2. Active responses like opened emails, website visits, clicked links, downloads and queries were tracked via the Pipeline Lead Nurture Tool and saved for follow-up.
3. Invalid emails (bounces) and contact details were corrected updated upon speaking with the prospect.
The numerous global recognitions that the cyber security leader has received speak well of their unmatched solutions to their 4,000 plus, including half of the Fortune 100, customers. But even their thought expertise and rich experience did not spare them from challenges: Cyber security threats have become complex and target customers apparently became fastidious, making it difficult for the Client to present their integrated privilege and vulnerability management solutions to target customers. But the challenge was straightaway coped with after they partnered with Callbox for a Lead Generation Program.
• Utilized Callbox’s SMART Calling and Lead Nurture Tools
• Achieved Goal to Generate Quality Leads
• Successfully Achieved More Than Targeted Email Recipients
THE CALLBOX SOLUTION
The Client, although prided with the value proposition of providing A1 screening tools for fast and accurate analysis of the widest variety of materials, truthfully admitted that coping with global competitions would be difficult to achieve without a partnership with some significant sectors like sales and marketing. Their products’ key benefits (point and shoot, verification in seconds, rapid, reliable and rugged, non-destructive testing and no sample preparation, easy to carry) were first-rate features that set them apart from competitors but were hardly positioned to their target customers’ attention due to some deferring areas in the business process that withheld progress and expansion goals:
THE CALLBOX SOLUTION
As an industry expert on providing sales and marketing solutions to a global market, Callbox, upon its initial discussion with the Client deemed the course unique and framed a fitting solution for the aforementioned concerns.
The combined lists from the Client and Callbox totaled to 4,894 profiled and updated records. The three-point probing approach unleashed significant answers from the prospects which were instrumental to the Client in tailor-fitting solutions for them.
Out of the 4,894 records, the Callbox team generated 93 appointments and 51 warm follow ups, and before the three-month campaign ended, the Client was already preparing proposals for three large companies.
The technology leader concluded that indeed, with Callbox’s Appointment Setting program, business advancement and expansion were imminent.