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Callbox Helped Decode Issues And Brought Significant Sales Uptick For 5-Star Cybersecurity Software Provider

CASE STUDY

Callbox Brings Significant Sales Uptick For 5-Star Cybersecurity Provider


THE CLIENT


Client Information

ABOUT

The Client is one of the trusted names in cybersecurity in the IT industry that offers endpoint security solutions. They are composed of teams of bold malware hunters, software engineers, and security industry veterans, and their innovative technology has been awarded six patents since inception.

TARGET AREAS

Singapore, Hong Kong, Malaysia

TARGET INDUSTRIES

Wholesale Trade, Retail Trade, Finance/Insurance/Real Estate, Services, Public Administration, Transportation and Public Utilities, Manufacturing, Construction, Mining and Agriculture/Forestry/Fishing, Healthcare (Sg), Multinationals

TARGET PROSPECTS

IT Director, CTO, CIO, Desktop Manager, IT Security Manager, Security Architect, CISO, Desktop Administrator


THE CHALLENGE


Apart from expanding their market reach to neighboring nations, Malaysia and Hong Kong, the Client also needed to address some vague issues about their product.

The Client needed to educate their target customers further than their anti-malware tool does more than just removing known viruses, but can isolate and remove trojans, block or flag malware and detect threatening files and behaviours that are common in viruses.

Although news and updates about their products were regularly published via newsletters, and webinars and in-person events were held, the cybersecurity expert decided to look for a partner who can provide proven process and tools that could speed up information dissemination to target customers, as well as generate leads and appointments to grow their sales pipeline.


HIGHLIGHTS

  • Successfully completed a 6-month Lead Generation and Appointment Setting campaign for an IT anti-malware company
  • Fairly worked out outbound campaign activities that opened opportunities for the Client to engage new sets of target buyers
  • Achieved key objectives in terms of best-fit accounts and highly-qualified prospects delivered

CAMPAIGN RESULTS

Appointment Setting and Lead Generation Campaign results


THE CALLBOX SOLUTION


Callbox tailored a multi-touch, multi-channel account-based marketing campaign for the Client. It’s a marketing ensemble of voice, email, and LinkedIn which delivered what the Client needed. They approved the proposal and signed for a two-term appointment setting and lead generation program.

The Callbox team was to generate leads based on the Client’s target specifications and set either zoom or face to face meetings with qualified decision makers who articulated their issues and interested to speak with the Client. The campaign involved three key steps:

Account Research and Selection

  1. The Client specified their target industries 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 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 want the outbound campaign to engage. The profiles consisted of detailed demographic and firmographic segmentations.
  2. Buyer personas were identified as the campaign’s primary targets: IT Director, CTO, CIO, Desktop Manager, IT Security Manager, Security Architect, CISO, Desktop Administrator
  3. The master contact list was segmented based on these personas, and was further grouped according to industry type.


RESULTS


Overall, the six-month Lead Generation and Appointment Setting campaign produced a total of 86 appointments, 36 marketing qualified leads, 84 requested for more information, 98 for follow-ups, 94 for callbacks, and 542 LinkedIn connections.



Appointment Setting Campaign Causes Rise in Sales-ready Leads for Cyber Security Firm

CASE STUDY

Appointment Setting Campaign Causes Rise in Sales-ready Leads for Cyber Security Firm


THE CLIENT


Client information

ABOUT

The Client is a New York City-based company that supports businesses and organizations to help them deal with their information security challenges and deal with cyber threats. The Client primarily targets organizations including some of the world’s most high profile blue-chip companies and government organizations ranging from financial, retail, legal, and defense sectors.

TARGET AREAS

East Coast states with a focus in NY industries

TARGET INDUSTRIES

Retail Trade, Finance, Insurance, Real Estate

TARGET PROSPECTS

CIOs, CTOs, IT managers, CFOs and other IT Decision-makers


THE CHALLENGE


The NY-based client provides IT security services such as Cyber Security Consultancy, Cyber Risk Management, and Cyber Defence testing and Insurance.

The Client has an internal sales team, in charge of finding, reaching and converting potential clients. They have tried various methods and strategies in the hopes to generate more leads. However, the lack of new prospects, and as an effect, closed deals have been a prevalent struggle for the Client recently. That’s where Callbox stepped in.

The Callbox team implemented a 3-month account-based appointment setting strategy to help the Client expand its reach to other viable markets and secure sales meetings with the right people across these accounts.

The Client wanted Callbox to help them initiate this process so that their staff can focus on improving their services and fully cater to their existing clients’ needs. Therefore, Callbox’s role expanded to include market research, account selection, account profiling, and targeted outreach.


HIGHLIGHTS

  • Successfully completed a 3-month account-based appointment setting campaign
  • Doubled the number of sales-qualified leads generated per month as compared to internal efforts
  • Added a total of 148 marketing-qualified leads and 790+ profiled prospects

CAMPAIGN RESULTS

Appointment Setting for Cyber Security Firm Campaign Results


THE CALLBOX SOLUTION


The Client chose Callbox after being referred by one of their top customers, which also happened to be a long-time Callbox partner.

Together with the Client, Callbox has put together an Appointment Setting Campaign with the mission of updating the Client’s database and build a fresh set of qualified prospects.

Account Research and Selection

  1. The first step of this process, we narrowed down the campaign’s focus to a few high-impact potential customers and identified the ideal accounts by sorting out through the pool of target prospects in the selected industries. We computed the Client’s total number of companies in their market as well as the minimum number of the ideal target accounts that reached the objective.
  2. After identifying all possible prospects, we proceeded to sift through them to find Ideal Account Profiles (IAP) to make sure which specific organizations to target and which ones to avoid.
  3. Lastly, our team segmented all potential accounts into tiers that would allow the Client to prioritize candidates and customize their engagement strategy accordingly to their different needs. We gauged each company on how well they meet the Ready, Willing, Able, and Success potential criteria outline.

Account and Prospect Profiling

  1. Once all potential prospects have gone through the sorting process, it was important that we gathered and prepared the most important specs and evaluated them; gathering all the helpful data needed. This is where we finalized the target criteria to determine whether we need to expand or alter our list as we went along.
  2. We made an initial B2B list on the available data. The client provided us with data on their target prospects such as CIOs, CTOs, IT managers, and other IT decision-makers, who are most likely to contribute to the campaign.
  3. To conclude the process, we input additional data that would serve as a good back up in case the first contact was inaccessible. This helped improve and spike up the Client’s chances of picking up on more potential customers.

Multi-touch, Multi-channel Outreach

  1. Active voice calls have been done by our team to reach out new as well as existing prospects, encouraging and following up with their teams, including decision-makers. There have been 18,522 calls made with 980+ (5.3%) resulting in successful conversations.
  2. Our team has also maximized the use of email to reach prospects. 10,842 emails have been delivered which garnered 1,301.04 replies in return. Additionally, Adwords Impressions have also reeled in a 1.6% click rate which boosted the brand’s visibility greatly.
  3. Social media touchpoints have been used to its fullest potential sending out 706 Invites and 415 InMails which resulted in 54.7% connections and 24.6% replies.


RESULTS


This appointment setting campaign was completed within three months.

The campaign showed the very effective use of outreach channels and touches, with the following highlights:

  • Phone: 989 (5.3%) conversations with decision-makers
  • Email: 10,842 delivered e-mails, 1301.4 (12%) replies
  • LinkedIn: 67% InMail reply rates, 112 new connections

The consolidated ABM results for the two campaigns include:

  • Accounts touched: 5,695
  • Average touches per account: 32.89
  • Average contacts per account: 4.2

In total, the campaign was able to set 53 appointments with sales-ready leads for the Client. This figure almost doubles what the Client’s own team was able to produce on a normal basis. Additionally, the campaign has also generated a total of 148 potential leads and 790+ completed profiles.

These results suitably exceeded the Client’s expectations. This is why the Client has expressed interest in tapping Callbox to handle its future ABM outreach campaigns.



IT Telecom Consultancy Adds Over $1.3M in Sales Pipeline Opportunities

CASE STUDY



IT Telecom Consultancy Adds Over $1.3M in Sales Pipeline Opportunities


THE CLIENT



Client Information

ABOUT
The Client provides supplier integration, cost management, and strategic sourcing solutions for IT and telecommunications services. Founded in 1997, the Client targets Fortune 500 and other large companies doing business in a number of industries throughout the United States.



TARGET AREAS
United States

TARGET INDUSTRIES
Mining, Construction, Wholesale Trade, Retail Trade

TARGET PROSPECTS
IT Executives and CFOs


THE CHALLENGE



The Client is a leading IT and telecommunications consulting firm based out of Albany, NY. The company works primarily with large U.S.-based enterprises to help them reduce expenses through cost management programs and strategic sourcing initiatives.

For the better part of two decades, the Client has carved out a decent market coverage across a broad range of industries. The company maintains a number of Fortune 500 brands and government agencies in its customer portfolio.

The Client, however, recently ramped up customer acquisition activities in verticals where it lagged behind competitors. These included mining, construction, retail, and wholesale trade.

The move required committing additional time and people—which were already at a premium internally at the company. To avoid diverting resources away from other ongoing marketing initiatives, the Client decided it was better to outsource the prospecting activities for the new campaign.

For example, the Client’s inside sales agents generated an average of 10 sales appointments on their own each month. The company wanted to know whether a third-party provider could help increase this figure, so that they would be able to evaluate if outsourced prospecting was a viable long-term strategy.

The key was to partner with an outsourced marketing agency that had the right services and track record to effectively meet the company’s prospecting requirements:

  • Expand their target account list with potential customers in the mining, construction, retail, and wholesale trade industries
  • Identify the most relevant decision makers in each target account, which include IT executives and CFOs
  • Contact and qualify these decision makers, then book high-interest prospects for a phone or face-to-face sales meeting
HIGHLIGHTS
  • Designed and implemented a long-term account-based appointment setting campaign for an IT/telecom consulting company that targets large U.S-based enterprises
  • Added pipeline value of between $1.3 million to $4.2 million in potential new business
  • Expanded pool of target accounts and qualified decision makers available for the Client
CAMPAIGN RESULTS

Appointment Setting Campaign Results


THE CALLBOX SOLUTION



Callbox’s account-based appointment setting service was exactly what the Client needed. After a thorough evaluation process, the Client signed up for a three-month pilot campaign. This was then renewed for three more terms, and the ongoing project has now completed six months of campaign activities.

Callbox worked closely with the Client to tailor a campaign plan that matched their specifications. The campaign was continuously refined throughout the project and covered three main activities:

Account Research and Selection

  1. The Client wanted to target businesses with at least 500 employees and annual sales of more than $50 million from mining, construction, retail, and wholesale trade.
  2. The target account specifications were further refined by analyzing the Client’s top customers and comparing qualities such as technologies in use, geographic focus, and customer base.
  3. Callbox then prepared the target account list using Callbox’s in-house database and external data sources.

Account and Prospect Profiling

  1. There were two key buyer personas (decision maker groups) targeted in the campaign: IT executives and CFOs.
  2. The Client provided further demographic and firmographic qualities for segmenting the contact list.
  3. Each record was thoroughly verified before being submitted to the Client for approval.

Multi-touch, Multi-channel Outreach

  1. Each of the two target prospect segments was contacted and qualified using a unique lead nurture path and personalized messaging strategy.
  2. The lead nurture paths combined phone, email, and LinkedIn channels to maximize engagement and response.
  3. Each lead nurture path was comprised of multiple touches, which were carried out based on a combination of automated engagement and one-on-one interactions.

RESULTS



The entire effort has completed a total of six months of appointment setting activities and is now about to start its seventh month. So far, the project has met all key objectives, from individual outreach channels, all the way to overall campaign results.

Outreach activities for each channel have produced the following key results:

  • Phone: 23% decision maker reach rate
  • Email: 34.0% open rates, 11% CTR, 7.1% reply rates
  • LinkedIn: 39% InMail reply rates, 177 new connections

In terms of account-based prospecting, the campaign has so far delivered:

  • Accounts touched: 6,878
  • Average touches per account: 15
  • Average contacts per account: 3.2

The Callbox team has delivered a total of 104 qualified appointments (sales-qualified leads) to the Client throughout the campaign so far. That translates to around 17 appointments each month, which is 1.7 times higher than what their inside sales team can produce on average.

Using the Client’s own conversion metrics (40% lead to proposal rate and 50% proposal to close rate) and average deal size of between $60,000 to $200,000, the Client can potentially add between $1.3 million to $4.2 million in new sales from the Callbox-generated appointments.



ICT Leader Aced More Than A Thousand New Leads With Callbox’s ABM Appointment Setting Program

CASE STUDY



ICT Leader Aced More Than A Thousand New Leads With Callbox’s ABM Appointment Setting Program


THE CLIENT



Client information

ABOUT
As a multinational company and one of the world’s top ICT brands, the Client specializes in advanced electronics technology. It’s core business focuses on fusing hardware, software and services to open up wider possibilities for businesses and consumers alike.



TARGET INDUSTRIES
All Industries

TARGET PROSPECTS
IT Managers, IT Directors, CTO, CEO


THE CHALLENGE



The Client has more than four decades of ICT experience and leadership. It started with service-oriented technologies and has kept the battle in its hands until it lost bearings in 2011 due to management hit-or-miss and tough market competition.

The ICT magnate saw a decline in their revenue and sagging interest from their customers with competitors’ rapid release of mobile devices that made them seem invisible in the market.

Although several innovations were launched to snatch their target customer’s interest back, the problem continued for a couple of years, resulting to difficulty in promoting their new line of products. This called for the client to outsource some of its functions, particularly sales and marketing.

HIGHLIGHTS
  • Successfully completed a 6-month Malaysia-wide, appointment setting campaign for an MY-based ICT company
  • Revived the Client’s marketability through proven targeted outbound account-based strategy
  • Exceeded key objectives in terms of best-fit accounts and highly-interested sales contacts delivered
CAMPAIGN RESULTS

Appointment Setting Campaign Results


THE CALLBOX SOLUTION



Callbox and the Client built a detailed plan for a two-term account-based appointment setting campaign.

The thrust was for Callbox to get the Client’s sales specialists appointments with relevant IT purchase stakeholders, B2B prospects that have a need to purchase servers or PCs within three to six months time.

Account Research and Selection

  1. The Client specified target industries, employee size, decision makers and number of users.
  2. Callbox refined the Client’s ideal customer profile (ICP) which served as a basis for identifying which companies best qualify as target accounts.
  3. Callbox then compiled a list of potential accounts to target, which was reviewed and accepted by the Client.

Account and Contacts Profiling

  1. The Client provided buyer persona profiles of prospects they want the outbound campaign to engage. The profiles consisted of detailed demographic and firmographic segmentations.
  2. Two buyer personas were designated as the campaign’s primary targets: mid-level IT managers or directors and C-level IT decision makers.
  3. The master contact list was segmented based on these two personas and further grouped according to industry, business size, and technologies in use.

Multi-touch, Multi-channel Outreach

  1. The campaign combined phone and email channels to maximize engagement with the target prospects.
  2. The touches were carried out based on a combination of calling and email marketing interactions with live agents.
  3. Messaging (used in scripts, email copies, page content, ad copies, etc.) was tailored according to the buyer personas and contact segments.

RESULTS



The six-month campaign exceeded all key objectives set for the project: individual channels, main activities, and overall campaign.

The campaign produced the following results:

  • Average appointments per day: 8
  • Decision maker reach rate: 39%
  • Accounts touched: 59,103
  • Average touches per account: 3.35
  • Total emails delivered: 21,164

Overall, the six-month campaign produced a total of 1,248 qualified appointments (sales-qualified leads).

The appointments delivered were best-qualified. Although the Client did not specify, they confirmed that the bulk of the leads were converted into new accounts.

Callbox was able to establish a good working relationship with the Client which resulted to two referrals from them.



Callbox’s Call-To-Invite Campaign Delivered ICT Leader From Buyout Concussions

CASE STUDY



Callbox’s Call-To-Invite Campaign Delivered ICT Leader From Buyout Concussions


THE CLIENT



ABOUT
The Client is a global computer technology pioneer that develops, sells, repairs, and supports computers and related products and services. They empower countries, communities, customers and people everywhere to use technology solutions that help them do and achieve more.



TARGET AREAS
Singapore, Thailand, Malaysia

TARGET INDUSTRIES
All Industries

TARGET PROSPECTS
IIT Manager, Network Security Manager, Networking Manager


THE CHALLENGE



The Client made history and proved its might in the technology sector when it completed a merger valued at approximately $60 billion with one of the biggest data storage companies, in 2015.

Although It was known to be the biggest tech deal ever, several roadblocks halted the deal’s success which affected the business in many different ways. One of those is product redundancy.

The Client’s newly acquired partner hosts several subsidiaries that were meant to augment technology bases and slope up the business but turned out to create a complex battleground, resulting in customer anxiety instead.

In the hope of driving awareness on customers about its new line of combined products and services, the Client decided to host a series of events.

HIGHLIGHTS
  • Successfully completed a 3-month region-wide Call-to Invite campaign for a multinational ICT company
  • Worked out seamless outbound campaign activities that set the stage for the Client to deliver its message to its target audience
  • Achieved key objectives in terms of best-fit accounts and highly-interested participants delivered
CAMPAIGN RESULTS

Call-to-Invite Campaign results


THE CALLBOX SOLUTION



Callbox and the Client methodized a three-month Call-to-Invite campaign.

The goal was for the Callbox team to invite target participants and register to the series of events that the Client will be hosting in different countries and schedules.

The discussions focused on automation and data security.

Account Research and Selection

  1. Callbox helped analyze and refine the Client’s ideal customer profile (ICP) that served as basis for identifying which companies to include as target accounts.
  2. Callbox improved the Client’s ideal customer profile (ICP) which served as a basis for identifying which contacts qualify best as target participants.
  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 buyer persona profiles of prospects they want the outbound campaign to engage. The profiles consisted of detailed demographic and firmographic segmentations.
  2. Two buyer personas were designated as the campaign’s primary targets: mid-level IT managers or directors and mid-level network managers.
  3. The master contact list was segmented based on these two personas and further grouped according to industry and business size.

RESULTS



The three-month Call-to-Invite campaign concluded the key objective set for the project: to drive awareness on target customers about the new line of merged products and services as one brand.

The Call-to-Invite campaign delivered the following results:

First Month, Thailand

  • Total calls made: 2,970
  • No. of RSVPs: 70
  • For follow up: 65
  • Requested more information: 40
  • Total positive contacts: 424

Second Month, Singapore

  • Total calls made: 3,080
  • No. of RSVPs: 80
  • For follow up: 70
  • Requested more information: 53
  • Total positive contacts: 512

Third Month, Malaysia

  • Total calls made: 1,776
  • No. of RSVPs: 30
  • For follow up: 40
  • Requested more information: 25
  • Total positive contacts: 115

Overall, the three-month Call-to-Invite outreach produced a total of 180 leads (confirmed attendees) as against the Client’s target of 100.

The leads delivered were best-qualified targets which turned in 55% conversion for the Client.



Account-Based Appointment Setting Puts Business IT Firm in Front of Best-Fit Customers

CASE STUDY



Account-Based Appointment Setting Puts Business IT Firm in Front of Best-Fit Customers


THE CLIENT



About the CLient

ABOUT
The Client provides managed IT and IT consulting services to manufacturing, industrial, food and beverage, and media organizations throughout the United States. The company specializes in IT support, advisory, cloud, procurement, and networking solutions.



TARGET INDUSTRIES
Manufacturing, Industrial, Media, F&B

TARGET PROSPECTS
IT Manager, IT Director, CIO, CTO


THE CHALLENGE



Since 2014, Callbox has been a key partner in the Client’s customer acquisition program. The Client outsources much of its prospecting activities to Callbox and receives the bulk of its outbound leads and appointments from Callbox campaigns carried out regularly throughout the year.

During the campaign for the second half of 2018, Callbox implemented an account-based appointment setting strategy. This was in support of the Client’s recent adoption of an ABM approach for acquiring new business.

With ABM, the Client aims to capture high-value deals by engaging multiple contacts in an organization. According to the Client, they’ve observed that IT buying decisions now have to pass through different layers of decision makers. Oftentimes this means reps need to speak to multiple roles within the target company just to get their foot in the door.

The Client wanted Callbox to help them initiate this process, so that their reps can focus on moving the sales conversation forward. As a result, Callbox’s role grew to include market research, account selection, account profiling, and targeted outreach.

HIGHLIGHTS
  • Successfully completed a 6-month U.S.-wide multi-channel, account-based appointment setting campaign for a CA-based IT company
  • Complemented the Client’s ABM efforts with a seamless pivot to a targeted outbound account-based strategy
  • Exceeded key objectives in terms of best-fit accounts and highly-interested sales contacts delivered
CAMPAIGN RESULTS

Account-base Appointment Setting Campaign Results


THE CALLBOX SOLUTION



Callbox and the Client worked out a detailed plan for a six-month account-based appointment setting campaign. The plan applied Callbox’s proven multi-touch, multi-channel outreach capabilities to connect with multiple relevant IT purchase stakeholders in the target accounts. The campaign consisted of three main activities:

Account Research and Selection

  1. Callbox helped analyze and refine the Client’s ideal customer profile (ICP) that served as basis for identifying which companies to include as target accounts.
  2. The Client indicated specific industries, annual revenues, employee size, technologies in use, and other business characteristics that their best-fit accounts had.
  3. Callbox then compiled a list of potential accounts to target, which was reviewed and accepted by the Client.

Account and Prospect Profiling

  1. The Client provided buyer persona profiles of prospects they want the outbound campaign to engage. The profiles consisted of detailed demographic and firmographic descriptions.
  2. Two buyer personas were designated as the campaign’s primary targets: mid-level IT managers and C-level IT decision makers.
  3. The master contact list was segmented based on these two personas and further grouped according to industry, business size, and technologies in use.

Multi-touch, Multi-channel Outreach

  1. The campaign combined phone, email, LinkedIn, and PPC channels to maximize engagement with the target prospects.
  2. The touches were carried out based on a combination of automated lead nurturing and interactions with live agents.
  3. Messaging (used in scripts, email copies, page content, ad copies, etc.) was tailored according to the buyer personas and contact segments.

RESULTS



The six-month campaign met all the key objectives set for each level of the project: individual channels, main activities, and overall campaign.

In terms of individual outreach channels used in the campaign, the Callbox team delivered the following results:

  • Phone: 32% decision maker reach rate
  • Email: 38.3% open rates, 9% CTRs, 5.5% reply rates
  • LinkedIn: 30% InMail reply rate, 201 new connection
  • PPC: 2.9% CTR

The three main account-based campaign activities produced the following:

  • Accounts touched: 7,909
  • Average touches per account: 19.2
  • Average contacts per account: 3.5

Overall, the six-month campaign produced a total of 89 qualified appointments (sales-qualified leads) and 134 marketing-qualified leads (MQLs).

Since the qualified appointments represented best-fit, highly-interested opportunities, the Client expected to convert the bulk of these into new accounts, though they did not specify their forecast.

The Client continues to have Callbox as a marketing partner. Currently, Callbox is running a new six-month account-based appointment setting campaign for the Client



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

CASE STUDY



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


THE CLIENT



ABOUT
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.



TARGET INDUSTRIES
Mining, Construction, Manufacturing, Transportation & Public Utilities, Wholesale Trade, Retail Trade, Finance, Insurance, Real Estate, Services

TARGET PROSPECTS
Owner, Office Manager, IT Manager, Finance Manager

TARGET AREAS
Boston, GA, USA and Sydney, AU metropolitan areas


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

HIGHLIGHTS
  • Designed and deployed a long-term appointment setting program for a managed IT solution provider
  • Accelerated the Client’s pipeline growth with consistent stream of qualified appointments
  • Delivered prospects that converted into $150,000 in new contracts for the Client
RESULTS WITHIN TWELVE WEEKS


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

  • Callbox helped the Client refine its ideal customer profile (ICP) by analyzing and documenting its target market and existing customers.
  • Callbox’s database team then collected contacts that matched the ICP through Callbox’s in-house data repository and also through desk research.
  • 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

  • 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.
  • Social media was also used in later campaigns as an added touch point for profiling and nurturing leads.
  • The Callbox team prepared all campaign materials including the call scripts, email templates, landing pages, and social media posts.

Lead Management

  • 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).
  • 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.
  • 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 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.



VoIP Switches to Callbox, Gains High-Value Sales Appointments

CASE STUDY



VoIP Switches to Callbox, Gains High-Value Sales Appointments


THE CLIENT



CS_SW_VoIP-Switches-to-Callbox-Gains-High-Value-Sales-Appointments-client

ABOUT
The Client is a US-based company that primarily provides telephone voice and data communications services. The company also develops software for IP communications and telephony systems.



TARGET INDUSTRIES
All industries (mid-sized to large-sized companies)

TARGET PROSPECTS
CIO, CTO, IT Managers, IT Decsion Makers


THE CHALLENGE



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.

HIGHLIGHTS
  • Launched a successful appointment setting program that met all key campaign objectives for an US-based VoIP provider
  • Leveraged Callbox’s suite of marketing tools to enhance campaign results
  • Refined Client’s target prospect profile and narrowed their sales team’s focus toward high-value prospects
CAMPAIGN RESULTS

CS_SW_VoIP-Switches-to-Callbox-Gains-High-Value-Sales-Appointments-results


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.


RESULTS



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.



Mobile Platform Deepens Pool of Potential Merchant Partners in SG Campaign

CASE STUDY



Mobile Platform Deepens Pool of Potential Merchant Partners in SG Campaign


THE CLIENT



client-CS_SW_Mobile-Platform-Deepens-Pool-of-Potential-Merchant-Partners-in-SG-Campaign

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



TARGET INDUSTRIES
Retailers, Food and Drinking Place

TARGET PROSPECTS
Owner, Restaurant Manager, Marketing Manager, General Manager


THE CHALLENGE



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

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

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

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

HIGHLIGHTS
RESULTS WITHIN TWELVE WEEKS

• 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:

  • Engaging decision makers to gauge fit and interest
  • Booking face-to-face meetings with qualified prospects
  • Collecting information needed in the Client’s sales process

Appointment-Setting

1. The target prospects included business owners, restaurant managers, marketing managers, and general managers from retailers in Singapore.

2. Callbox prepared all campaign materials including the call script and campaign list, which were reviewed and approved by the Client.

3. The Callbox team maximized decision maker reach rates by leveraging SMART Calling, Callbox’s proprietary call management system.


Email Marketing

1. The campaign’s first touch point was an intro email that primed prospects up for the sequence of one-on-one calls. Follow-up emails and targeted send-outs (for distributing additional marketing materials) were also used at later stages in the campaign.

2. The Callbox team created and tested all email materials including templates, copies, and landing pages. The team also handled replies and prospect requests.

3. The Client monitored the entire campaign (including both email marketing and phone-based appointment setting) through Pipeline CRM, Callbox’s lead management and marketing automation tool.


RESULTS



Callbox completed the campaign 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.



Cloud Consulting Firm’s Sales Outlook Drifts Higher with Callbox

CASE STUDY



Cloud Consulting Firm’s Sales Outlook Drifts Higher with Callbox


THE CLIENT



ABOUT
The Client provides industry-specific implementation, training, and consulting services for Microsoft Dynamics AX and Microsoft Dynamics CRM. Its target accounts include medium- to large-sized business in North America and the Caribbean. The Client is a Microsoft Cloud Solution Provider and a Microsoft Gold-Certified Partner.



TARGET INDUSTRIES
• Manufacturing
• Distribution
• Professional Services
• Microsoft Dynamic Users


THE CHALLENGE



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

HIGHLIGHTS
RESULTS WITHIN TWELVE WEEKS

• 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.

Appointment-Setting

1. Callbox compiled the list of target prospects from companies that meet the Client’s requirements for industry, location, and annual sales.

2. Contacts whose organizations are currently evaluating their ERP or CRM software and are looking to acquire a new platform within the next 12 months are tagged as qualified prospects (qualified appointments or completed leads).

3. Probing questions for solution fit uncover information on software usage, business pain points, buyer role, etc.

1. The Callbox team used emails for warming up/ nurturing prospects and for distributing Client materials.
2. Callbox’s SMART Calling technology prioritizes calls based on time and frequency of email opens, clicks, and replies.
3. Callbox also prepared and optimized all email marketing  collaterals (templates, landing pages, etc.) used in the campaign.

1. The Callbox team nurtured positive contacts further by connecting with them on LinkedIn.
2. The campaign’s social media specialists used LinkedIn to collect and verify prospect data, as well as to generate additional leads.
3. The team also leveraged LinkedIn to boost the company’s online presence by joining and participating in relevant groups.


RESULTS



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.


Big Tech Brand Reaps Rewards from Long-term Partnership with Callbox

CASE STUDY



Big Tech Brand Reaps Rewards from Long-term Partnership with Callbox


THE CLIENT



ABOUT
The Client distributes and markets a diverse portfolio of IT, industrial, construction, automotive, digital media, and consumer products. The company operates in seven Southeast Asian countries and is headquartered in Singapore.


THE CHALLENGE



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.

HIGHLIGHTS
RESULTS WITHIN TWELVE WEEKS

• 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.

Appointment-Setting

The project’s next phases consist of different appointment setting campaigns. Each phase focused on a different ICT solution, target industry, and target area.

1. The project’s second full month focused on booking appointments for its SAP ERP consulting and integration services. The campaign’s targets were IT prospects from trading /distribution, medical devices, and discrete manufacturing companies in Singapore.

2. After that, the Callbox team carried out two simultaneous appointment setting campaigns. One campaign targeted Singapore, while the other focused on the Philippines. Both campaigns generated ICT infrastructure appointments from finance, legal, and healthcare companies.

3. The Client played an active role in refining each campaign’s parameters and in crafting thecampaign materials.


THE RESULTS



The project has so far completed one call-to-invite and three appointment setting campaigns. The 22-day call- to-invite campaign generated a total of 24 confirmed attendees and 35 positive contacts.

Each of the four appointment setting campaigns ran for a total of one month (22 days). Each campaign’s first 2 weeks were spent on testing and nurturing activities, so that most of the appointments trickled in during the second half of the month.



Callbox Nets New Users for Analytics Firm’s Research Tool

CASE STUDY



Callbox Nets New Users for
Analytics Firm’s Research Tool


THE CLIENT



ABOUT
The Client is the Malaysia division of a US-based company that supplies information and analytics products to professional and business customers worldwide. Its primary product line includes content-enabled workflow solutions for use in legal, regulatory and business research.



TARGET DECISION MAKERS
All Industries (Priorities: Government-Linked companies, local companies with overseas interests, Tourism and Hospitality, Automobiles, Oil & Gas, Finance-related, Food and Beverage)


THE CHALLENGE



With operations in over 175 countries and a 200-year company history, the Client leads the legal research and intelligence market across the globe. Professionals performing various research roles in law offices, government agencies, and private organizations make up the bulk of the Client’s customer base. The Client differentiates itself with its focus on combining deep content and technology to help customers gain business insights. The Client recently launched marketing initiatives aimed at increasing the number of users for its trademark media aggregation, monitoring, and analytics platform. Rolled out in 2015, the platform enjoyed steady user growth (both new and active) which remained fairly in line with targets. But with the introduction of new capabilities and similar solutions from competitors, the company decided to ramp up promotion and user adoption efforts. The plan calls for rapid and direct outreach to key personnel in charge of public relations and corporate communications at companies in Kuala Lumpur and Petaling Jaya. The primary objectives revolve around setting up appointments for customer acquisition. Given the time horizon and the scope of the project, the Client concluded that outsourcing part of the prospecting activities was a better option than carrying out the whole program in-house. The company chose
Callbox as its marketing partner, citing Callbox’s extensive database of local companies and experience in the area as crucial factors.
HIGHLIGHTS
RESULTS WITHIN TWELVE WEEKS

• 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.

Appointment-Setting

1. The prospect list consists of prospects handling PR or Corporate Communications at firms in Kuala Lumpur and Petaling Jaya with at least 50 employees and at least $5 million in annual revenues.

2. The call script includes probing questions that uncover prospects’ pain points encountered with their current media research/aggregation tools. The script also introduces the Client’s media monitoring platform as a viable alternative to prospects with an identified need.

3. Prospects who agree to meet with a representative from the Client are tagged as successful calls. The campaign team forwards all appointments to the Client via email notifications and Pipeline updates.


RESULTS



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.