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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.

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

The Client

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

The Challenge

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

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

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

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

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

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

The Callbox Solution

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

Researching and Profiling Contacts

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

Outreach and Follow-up Activities

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

Lead Management

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

Results

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

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

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

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

VoIP Switches to Callbox, Gains High-Value Sales Appointments

The Client

The Client is a US-based company that primarily provides telephone voice and data communications services. The company also 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.

The Challenge

Despite having already worked with a number of third party lead generation providers, finding companies interested in their services for the long term remained a challenge. Most of the leads and appointments from their former marketing partners were a poor fit for the Client’s enterprise VoIP solutions. When those prospects reached the Client’s sales team, reps uncovered that many of them were actually still not in the market for the company’s offerings.

Additionally, the Client also observed that their previous providers were not able to fully capture and communicate the company’s unique value proposition, failing to map out key product benefits with business pain points in campaign materials used in the outreach programs.

With the lessons gained from these earlier campaigns, the Client searched for a reliable marketing agency that can provide them with a full suite of tools and strategies to book sales meetings  with interested and qualified prospects.

The Callbox Solution

To address the Client’s problem with the quality of sales appointments, the Callbox team carried out an Account-based Marketing Lead Generation & Appointment Setting campaign which consisted of:

  • Account-Based Multi-Channel Lead Management via Voice, Email, Webinar, Chat, Web, and Social Media
  • Sales Enablement & Support which included Team 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 CAMPAIGN GOALS 

  • The Callbox team was to profile and update each contact information with each call, and ask prospects probing questions to uncover not just perceived, but actual business needs. 
  • Send personalized emails to prospects and track every action taken by them like clicking a link on a website or submitting a form.
  • Book meetings with interested prospects for the Clients reps.

The campaign involved two key steps:

Account Research and Selection

  1. The Client specified target industries, locations, and relevant contacts.
  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 wanted to engage which consisted of detailed demographic and firmographic segmentations
  2. Relevant contacts designated as the campaign’s primary targets: CTO, CIO, IT Manager, IT Decision Makers
  3. The master contact list was segmented based on these decision maker profiles, and was further grouped according to industry type

Results

The six-month ABM campaign generateThe ABM campaign generated a total of 78 Sales Qualified Appointments, 81 Follow-ups, and 56 Potential Leads.

Mobile Platform Deepens Pool of Potential Merchant Partners in SG Campaign

The Client

The Client is the Singapore office of a South Korea-based Internet platform developer that specializes in ecommerce, 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.

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.

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:

  1. Engaging target contacts to gauge fit and interest
  2. Booking face-to-face meetings with qualified prospects
  3. 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 target contact reach rates by leveraging SMARTCalling, 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 target contact reach rate of around 24% and, by the end of the campaign, the team connected with a total of 3,045 target contacts.

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

The Client

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.

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.

It recently refocused its marketing initiatives toward growing the customer base for its three industry-specific modules: industrial, professional services, and AX users. Part of the new customer acquisition strategy called for targeting prospects throughout the U.S via outbound channels.

However, being a small company whose in-house staff is best deployed following up qualified leads and nurturing opportunities instead of spending a great deal of their time prospecting, the Client opted to outsource.

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

  • Multi-Channel Lead Management which utilized Voice, Email, Chat, Web, and Social Media.
  • Sales Enablement & Support which covered TeamTraining, 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

  • The Callbox team was to identify accounts that fit the target ideal customer profile for the Client’s modules.
  • Qualify contacts for each identified account by gauging purchase intent and solution fit.
  • Collect additional prospect information to be used by its in-house reps in following up and nurturing potential leads.

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.

Email Marketing

  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.

Social Media

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

Results

The Account-based Marketing Lead Generation and Appointment Setting campaign generated 63 Sales Qualified Leads, 57 Marketing Qualified Leads, and 585 Social Media Connections.

As per the Client, all 63 SQLs meet their sales criteria, so they expect to convert around 50% within the next 6 to 12 months.

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

The Client

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.

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.

Event Marketing

The project kicked off a month before a company-sponsored event. The Callbox team worked closely with the Client to put together an event marketing 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) event marketing 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 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 the campaign materials.

Results

The project completed one Event Marketing and three Appointment Setting campaigns in 12 months. 

The event marketing campaign generated a total of 24 confirmed attendees and 35 positive contacts, while the Appointment Setting campaign produced 204 Sales Qualified Leads and 96 MQLs.

Callbox Nets New Users for Analytics Firm’s Research Tool

The Client

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.

The Challenge

The Client recently launched marketing initiatives aimed at increasing the number of users for its trademark media aggregation, monitoring, and analytics platform. The platform enjoyed steady user growth which remained fairly in line with targets since its first roll out. 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.

The Callbox Solution

Callbox’s ABM Lead Generation & Appointment Setting campaign 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 program consisted of:

  • Account-Based Multi-Channel Lead Management that included Voice, Email, Chat, Web, Webinar, and Social Media
  • Sales Enablement & Support with 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 call target accounts to promote the Client’s platform 
  • To uncover prospects’ pain points and upcoming needs
  • Set appointments for the Client’s consultants with qualified prospects

Below is the two-step campaign process:

Account Research and Selection

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

Account and Prospect Profiling

  1. The Client provided buyer persona profiles of the prospects that they wanted the outbound campaign to target. The profiles consisted of detailed demographic and firmographic segmentations.
  2. The campaign’s target prospects were Persons in charge of Public Relations, Corporate Communications, and Marketing or Branding.
  3. The master contact list was segmented based on these personas and was further grouped according to industry type.

Results

The 6-month ABM Lead Generation & Appointment Setting campaign generated a total of 84 Sales Qualified Leads, 102 Marketing Qualified Leads, and 396 Social Media Connections.

Client maintains a benchmark lead-to-opportunity rate of 90% and a close rate of 70%. That works out to around 58 potential new users acquired from the campaign.