Tag Archive for: case-study-it-products-and-services

Global Leader in Digital Transformation Improves Leads Quality and Closes Deals in Under 6 Months

The Client

The Client is a US-based global provider of integrated information technology and knowledge processing services. The Client specializes in digital transformation, helping enterprises worldwide evolve their core by leveraging automation, scaled agile and platforms, application development and management, and infrastructure solutions.

The Challenge

The Client, as one of the global leaders in digital transformation, has 24 bases worldwide, and therefore required a competitive lead generation and appointment setting arm.

The Client already has an existing in-house lead generation and appointment setting team that it has been using for years. However, due to a lack of expertise in the latest innovations in B2B lead generation and appointment setting, its DIY efforts have not kept up with the standards of other digital transformation platforms.

Recognizing its problems in its in-house appointment setting service, the Client decided to outsource its lead generation and appointment setting to a third-party vendor. Still, the results from the Client’s outsourced vendor were underwhelming and lacked in quality. Leads and appointments were coming in but they’re not pushing through to actual sales.

The Client then sought Callbox’s expertise, following the referral of an industry partner.

The Callbox Solution

The Client partnered with Callbox to fix its issues with lead quality. With Callbox’s help, the Client adjusted their lead qualification criteria. Callbox also provided them with a segmented list of the Client’s target market, with leads grouped into tiers of different types of decision-makers.

Callbox spearheaded a campaign with the Client, where multiple decision-makers within a company were targeted, creating various entry points into one organization. With Callbox’s multi-channel prospecting efforts, the Client has been able to convert leads and appointments into SQLs and Opportunities at a much faster and bigger rate compared to previous efforts.

Results

The Client’s campaign for improved lead quality started to pick up in the second month of the campaign. The Client was also able to secure new clients by the fourth month of the campaign. The quantity of generated leads and appointments was on par with the Client’s first outsourced vendor, but with Callbox’s intervention, the Client was able to secure new clients and better leads.

Because of the results that Callbox delivered, the Client has renewed its contract with Callbox for another campaign.

Callbox’s ABM Lead Generation Program Delivered Global Managed Communications Technology Leader’s New Branding to SG Market

The Client

The Client is a managed communications technology leader that delivers hybrid networking, security solutions and cloud connectivity to their global customers. They continue to strive to deliver the best connection in the networked world which made them a constant recipient of different excellence awards for operational, innovation and certification achievements in their years of existence.

The Challenge

Change brings opportunities, but may also cause challenges as complexity in the process, more decision makers to deal with, more risks and higher demands from customers arise in the business. But, the Client was swift to find possible solutions to these issues by partnering with a marketing firm that can clearly send their message to their target market which would result in exceptional customer experience.

The Callbox Solution

Callbox designed an Account-Based Marketing Lead Generation and Appointment Setting marketing campaign for the Client which involved voice, email, and social media channels in reaching and engaging prospects. The proposal was closed in a two-term lead generation and appointment setting campaign program.

The goal was for the Callbox team to generate leads based on the Client’s target specifications and set office meetings with qualified decision makers who are interested to speak with the Client’s consultants. 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 in. 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.
  3. The master contact list was segmented based on these personas, and was further grouped according to industry type.

Results

Overall, the six-month ABM Lead Generation and Appointment Setting campaign produced a total of 86 appointments, 36 follow-ups, 57 requests for more information and 542 LinkedIn connections.

Clinical Tech Leader Boosted Leads in Asia with Callbox ABM & Webinar Campaigns

The Client

The Client is a trusted clinical technology and evidence-based solution that engages clinicians, patients, researchers, students, and the next generation of healthcare providers. With a focus on clinical effectiveness, research and learning, safety and surveillance, and interoperability and data intelligence, its proven solutions drive effective decision-making and consistent outcomes across the continuum of care.

The Challenge

The Client remains focused on accelerating its value as a trusted clinical technology leader that provides expert solutions to health providers, helping them make decisions based on evidence, expand access, tailor care to individual needs, and ensure fair and equitable health opportunities.

For the Client, advancing health equity means identifying tactical ways to support the delivery of safe and equitable care across health solutions, services, partners, and employees. This also includes adopting better and more advanced initiatives from third-party providers. 

For the current year, the Client chose Callbox to run their marketing campaigns due to the latter’s extensive lead generation program.

The Callbox Solution

Based on the Client’s needs, Callbox designed an Account-Based Marketing Lead Generation and Appointment Setting campaign which consisted of:

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

The Goals

  • For the Callbox team to secure phone meetings with interested prospects using the CHAMP qualification
  • To manage the database by keeping all information correct and accurate
  • Facilitate and manage two separate webinars – one for the Client’s current customers and one for their prospects

Account Research and Selection

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

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 designated as the campaign’s primary targets: Chief Medical Officer, Chief of Pharmacy, Head of Medicine, Head of Pharmacy, Chief Pharmacist, Medicines Information Manager, Medicines Safety Manager, Medicines Supply Service Manager, Pharmacy Operations Manager, Pharmacy Procurement & Contracts Manager, Pharmacy Store Manager, Principal Pharmacist, Hospital Administrator, Administrator, CEO & other C-level contacts, Clinical Director, Director of Operations, Healthcare Administrator, Hospital Director, Medical Director, Chief of Doctors, Chief of Medical, CMIO, Director of Pharmacy, Director of Clinical Applications, Director of Hospital, President  
  3. The master contact list was segmented based on these personas, and was further grouped according to industry type with unique accounts and unique contacts.

Results

Overall, the six-month ABM Lead Generation and Appointment Setting campaign produced a total of  48 Sales Qualified Leads, 299 Follow ups, and 178 Webinar Attendees.

They are very fast and persistent in calling our prospects, and they ensure that the leads passed to us are of good grades.

Callbox Accomplished Smooth Application Transition for Global IT Distribution Leader

The Client

The Client is a huge distribution firm of IT products and supply chain, serving businesses around the globe for more than 30 years with its vast infrastructure mainly focusing on cloud, mobility, technology lifecycle supply chain and relevant technology solutions.

The Challenge

The Client has a broad customer and partner base that seemed to be set in stone, but such did not exempt them from experiencing financial slides. The major shakeout was a business disruption due to application transition to replace aging legacy systems in the APAC region. The Client dispatched hundreds of system integrators who conducted consultation meetings with prospects, and hired Callbox as their marketing arm to set meetings between their consultants and customers.

The Callbox Solution

Callbox ran a multi-touch, multi-channel account-based marketing lead generation and appointment setting campaign for the Client. The campaign was closed in a two-term contract which utilized voice, email and social media channels, which ensured a smooth transition for the IT distribution leader.

The campaign objective was for the Callbox team to generate potential leads and set appointments between the Client’s system integrators and prospects who are open to transition within a six-month timeframe.

Below is the three-step campaign process:

Account Research and Selection

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

Account and Prospect Profiling

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

Results

Overall, the two-term ABM Lead Generation and Appointment Setting campaign produced a total of 72 appointments,232 MQLs and 546 social media connections.

Callbox Captured Panoramic Success, Setting 400+ Appointments for Geospatial Expert

The Client

The Client is a US-based privately held company that was incorporated in 1991 from its parent company in the Netherlands, providing large-scale and systematic visualization of physical environments using specialized technology to collect 360* spherical imagery.

The Challenge

The Client’s camera technology developments and 3D image capture innovation keep them at the leading edge of the geospatial field, and in the best position to address customers’ anticipated and immediate GIS-related challenges.

Their 30-year experience in capturing street-level imagery served different environments like inner-urban communities with complicated street patterns and densely built environments, wide-open rural areas with few parcels per mile, roads and highways, and parklands.

When the time came to take things into new perspectives, the Client opened its services to other targets: utilities, real estate, telecom, city, and county government. This has also sparked the idea of employing new prospecting which they completely found in Callbox.

The Callbox Solution

Callbox designed an ABM Lead Generation and Appointment Setting campaign for the Client which consisted of:

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

THE GOAL

The goal was for the Callbox team to set appointments between the Client’s sales team and qualified prospects.

The campaign involved two key steps:

Account Research and Selection

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

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. 2 buyer personas were designated as the campaign’s primary targets:
    • Champion – CIOs, IT Director, IT Managers
    • Influencers – C-Suite contacts – CFO,  CEO, CIO; Purchasing Officer, and similar
  3. The master contact list was segmented based on these two personas, and was further grouped according to industry type.

Results

Overall, the Appointment Setting campaign produced a total of 429 Sales Qualified Leads, 110 Marketing Qualified Leads, and 163 Requests for Information.

Callbox Backed Up Market Launch for Software Recovery Firm, Resulting in a 2-Year Partnership

The Client

The Client is an IT leader in Tampa, Florida, providing innovative solutions to help companies adapt to the fluid nature of IT infrastructure. They specialize in automated PC repair, self-healing operating system repair, imaging, and secure hard drive wipe.

The Challenge

Shaving off time to market, leading customers and proving viability are few of the challenges that companies face when launching a new product. 

When the Client launched its newly acquired platform from a company buy-out, they thought of finding, using better marketing tools and strategies that would keep them from facing conventional issues, and outsourcing a sales and marketing solutions provider was a clever idea.

They needed someone with valuable experience in B2B lead generation who has the right tools and channels to lead customers into their product. Callbox right-fitted the Client’s requirements

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 with Training, Setup and Back Office Sales Support
  • Tools & Subscriptions to Callbox Pipeline and HubSpot CRMs
  • Account Management with Strategy Building, Reporting and Product Knowledge

THE GOALS

  • The Callbox team was to set appointments between the Client’s sales team and qualified prospects
  • Keep the contact list well-profiled 
  • Manage the Client’s social media connections

The campaign involved two key steps:

Account Research and Selection

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

Account and Prospect Profiling

  1. The Client provided buyer persona profiles of the prospects that they want the outbound campaign to engage. The profiles consisted of detailed demographic and firmographic segmentations
  2. The buyer personas designated as the campaign’s primary targets were CIO, IT Director, IT Manager, CFO, CEO, Purchasing Officer
  3. The master contact list was segmented based on these two personas, and was further grouped according to industry type

Results

Overall, the twenty four-month Appointment Setting campaign produced a total of 415 Sales Qualified Leads, 112 Marketing Qualified Leads and 167 Requests for Information.

Callbox Caused Significant Pipeline Growth for Cybersecurity Lead

The Client

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

The Challenge

Apart from market expansion, the Client also needed to further educate their target customers that 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 they regularly send out news and updates about their product and never miss to hold webinars and in-person events, the cybersecurity leader still opted to hire a third-party provider to help them speed up information dissemination to target customers and generate appointments to grow their sales pipeline.

The Callbox Solution

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

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

The Goals

  • The Callbox team was to generate leads, and set either zoom or face to face meetings with qualified decision makers. 
  • Manage the Client’s database by keeping the accounts well-profiled and updated.

The campaign involved two key steps:

Account Research and Selection

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

Account and Prospect Profiling

  1. The Client provided buyer persona profiles of the prospects that they want the outbound campaign to target. The profiles consisted of detailed demographic and firmographic segmentations.
  2. The campaign’s target prospects were 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 Lead Generation and Appointment Setting campaign produced a total of 80 Sales Qualified Leads, 218 Marketing Qualified Leads, and 242 Social Media Connections.

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

The Client

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.

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, but to no avail, and as an effect, closed deals have been a prevalent struggle for them. They searched for a third-party provider that can help them expand their reach to other viable markets and secure sales meetings with the right people across these accounts..

The Callbox team implemented a 12-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.

The Solution

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

Callbox has put together an Appointment Setting Campaign with the mission of updating the Client’s database and building 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 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 outlined.

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 go 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 backup in case the first contact was inaccessible. This helped improve and spike up the Client’s chances of picking up on more potential customers.

Appointment Setting Channels

  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.
  2. Our team has also maximized the use of email to reach prospects.
  3. Social media touchpoints have been used to its fullest potential.

Results

This appointment setting campaign was completed within twelve months.

In total, the campaign was able to set 159 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 444 Potential Leads, 2,370 Completed Profiles and 519 Social Media Connections.

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

The Client

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.

The Challenge

Callbox’s account-based appointment setting service was exactly what the Client needed. After a thorough evaluation process, the Client signed up for a six-month contract which was then renewed for another contract, totalling to nine months of campaign activities.

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 six-month contract which was then renewed for another three-month deal, totalling to nine months of campaign activities.

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

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

The Goals

  • The Callbox team was to target potential customers in the mining, construction, retail, and wholesale trade industries to expand the account list
  • 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

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 ABM Lead Generation & Appointment Setting campaign has completed a total of nine months, and generated 156 Sales Qualified Leads, 227 Marketing Qualified Leads, and 415 Social Media Connections.

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

The Client

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.

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.

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, relevant contacts 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 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 C-level IT target contacts.
  3. The master contact list was segmented based on these two personas and further grouped according to industry, business size, and numbers of users.
  4. Agents then set up follow-up phone appointments with hot leads and inquiries.

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

Overall, the campaign produced a total of 1,248 qualified appointments (sales-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:

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

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

The Client

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 to use technology solutions that help them do and achieve more.

The Challenge

The Client made history and proved its might in the technology industry when it completed a merger with one of the biggest data storage companies valued at approximately $60 billion. The deal was known to be the biggest tech deal ever, but several roadblocks delayed the project’s success, such as product redundancy, which impacted the Client’s business. It’s newly acquired partner is host to several subsidiaries that were meant to augment technology bases and scale the business, but the merger kicked off in a complex battleground, which resulted in customer anxiety. The Client decided to host a series of webinars to boost awareness among its target customers.

The Callbox Solution

Callbox designed a Webinar Event and ABM Lead Generation campaign which consisted of:

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

THE GOALS

  • The Callbox team was to invite participants to the Client’s series of events in different countries and schedules. 
  • Call attendees to generate interest to speak with the Client’s consultants about automation and data security
  • Keep the database up to date and accurate

Account Research and Selection

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

Account and Prospect Profiling

  1. The Client provided buyer persona profiles of the prospects that they want the outbound campaign to engage in. The profiles consisted of detailed demographic and firmographic segmentations
  2. The campaign’s primary targets were  IT Manager, Network Security Manager, Networking Manager
  3. The master contact list was segmented based on these personas, and was further grouped according to industry type with unique accounts and contacts

Results

The six-month Webinar campaign delivered 360 RSVPs, and the Lead generation campaign resulted in 180 Sales Qualified Leads, 175 Follow ups and 118 Requests for Information.

ABM Campaign Puts Business IT Firm in Front of Best-Fit Customers

The Client

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.

The Challenge

Callbox has been a key partner in the Client’s customer acquisition program for nearly a decade now, outsourcing much of its prospecting activities and receiving the bulk of its outbound leads and appointments from the former carried out regularly throughout each year.

When Callbox implemented an account-based appointment setting process, the Client was among the first to adopt the strategy, and apparently among the first to benefit from it in acquiring new business.

With ABM, the Client aimed 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 Callbox Solution

Callbox and the Client worked out a detailed plan for a six-month account-based appointment setting campaign which 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:

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

THE GOALS

  • The Callbox team was to help them initiate the ABM process, so that their reps could focus on moving the sales conversation forward. 
  • Callbox was also to conduct market research, account selection, account profiling, and targeted outreach.
  • Set meetings with interested prospects for the Client sales reps

Account Research and Selection

  1. Callbox helped analyze and refine the Client’s ideal customer profile (ICP) that served as the 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 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 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 Account-based Marketing Lead Generation campaign produced a total of 89 Sales Qualified Leads, and 134 Marketing Qualified Leads.

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.