5 Closed Deals & 50% Up Email Opt-Ins All In One ABM Campaign
The Client
The Client is a seasoned technology services provider and prides itself with a 17-year experience in e-retail services, and 16 years of providing non-stop technology consulting solutions. The extensive technology background of their consultants in customizing top solutions for their clients needs enables them to widely cater to different industry types and sizes.
Lines of Business
E-commerce, IBM i, EDI
The Challenge
As a technology consulting solutions expert, the Client provides a variety of services like catalog management, e-retail design and development, storefront software support, ROI optimization, Google utilization, order and inventory management, SEO, integration, product data feeds, product data cleansing, email marketing and the full service package from evaluation to analysis.
These extensive solutions have brought in long-term clients and high ROI for the business, but the recent years have seen meager production of new business deals due to some challenges that were caused by the following:
- The Client’s email marketing strategy that sends out catalogs to prospects via regular email accounts have become less effective.
- Since the catalogs were hardly opened or read by target prospects, the Q & As contained in the email which were supposed to initially probe the prospect’s concerns have become less usable which slowed down the process of identifying as to whether the target needs a custom-built storefront or requires a minor change. Such data is significant in customizing the best solution for the prospect.
- The preceding root causes bore a bigger problem which impacted the whole prospecting process of the business – fewer client conversations.
The Client opened themselves to options that could possibly address these issues, and outsourcing to a lead generation provider came up as the top and most preferred over others like buying/renting lists and adding in-house staff to multiply the job.
The Callbox Solution
Callbox and the Client possess a similar characteristic in terms of prospecting and handling customers – everything goes through evaluation and analysis before customizing the best-fit solution.
Callbox designed an Account-based Marketing Lead Generation and Appointment Setting campaign which consisted of:
- Account-Based Multi-Channel Lead Management with utilized Voice, Email, Web, Chat, Webinar, and Social Media
- Sales Enablement & Support which 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
- To ensure data accuracy, the Callbox team was to update the information in the database, particularly email addresses, phone numbers, company name and address, SIC codes and social media accounts.
- To send product information and references via email, targeting at least 10 successful send out per day.
- Call to follow up prospects who opted-in, and attempt to set them a meeting with the Client’s consultants.
Below is the campaign’s two-step process:
Account Research and Selection
- The Client specified their target industries, locations, and decision makers.
- Callbox filtered the Client’s ideal customer profile which served as a basis for identifying qualified accounts.
- Callbox compiled a list of potential contacts to target which was reviewed and approved by the Client
Account and Prospect Profiling
- 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.
- Qualified prospects were those identified to be interested to know or have the need for the Client’s services.
Results
The campaign yielded a total of 44 Sales Qualified Appointments, 676 Follow-ups, and 720 Email Replies (a 50% increase from the previous average percentage from the Client’s in-house email marketing process)
The Client was able to close 5 deals out of the 44 leads and is looking into 3 more closes before the year ends.