Outbound Campaign Fast-tracks Inbound Results for Business Travel Platform
Shortly before first contacting Callbox, the Client was in the middle of a key strategic refocus that aimed to expand the company’s footprint in the growing SME business travel segment. The Client had already developed specific packages and solutions tailored for small and medium-sized companies’ needs and was looking to acquire more SME accounts.
To help drive awareness and generate interest in its SME-focused offerings, the company launched a number of lead generation initiatives that included publishing a comprehensive whitepaper on creating and deploying a company travel policy.
The Client wanted to reach new prospects with this content asset but encountered mixed results with the distribution and promotion tactics they were using (which mostly consisted of inbound channels like SEO, social media, and online promotion).
Downloads average 6 per week (although this went up as high as 11 in the first full week after publication) and marketing-qualified lead (MQL) conversion rates didn’t meet the Client’s targets.
After considering other options for distributing the whitepaper, the Client decided to include outbound channels in its content promotion mix. But, having no outbound expertise of its own, the Client began looking for a third-party lead generation vendor to handle the outbound portion of the campaign.
• Launched a targeted, integrated lead generation campaign to promote a key content asset and qualify prospects
• Doubled the number of whitepaper downloads and increased the content’s conversion rate
• Increased the volume and quality of MQLs in the Client’s pipeline
THE CALLBOX SOLUTION
The Client chose Callbox after a thorough evaluation process, pointing out that Callbox’s multi-channel approach at lead generation and prospecting best met their goals. The Callbox team then prepared a campaign plan for a 3-month lead generation program with the following objectives:
• Increase the number of hand-raisers from its whitepaper
• Qualify prospects based on their ability to influence business travel decisions
• Collect key information to profile each prospect
The campaign carried out direct, targeted outreach through live conversations with the target prospects enhanced through email, social media, and online channels. The decision makers included HR directors, HR managers, CFOs, finance directors, administrative managers, CEOs, and other persons in charge of expense management/ procurement from companies all over the U.S. with annual revenues not exceeding $10 million.
The targeted lead generation campaign ran for a total of 66 days (22 days per month). As with most of Callbox’s multi-touch, multi-channel lead generation projects, leads only began trickling in after the first two weeks of the campaign. That’s because the campaign’s opening phase focused on initiating contact and nurturing prospects through email which maintained open rates of 32.2% and click-through rates of 9.7%.
Broken down by month, the lead
generation activities produced the
The company travel policy whitepaper was downloaded a total of 189 times during the three-month campaign period, which gave a weekly average of nearly 16 downloads (or twice the pre-campaign rate). The Client also mentioned that 80% of the 109 leads (or 88 leads) were already MQLs.
Callbox Solves Software Company’s Marketing Conundrum
Product/Service: Platform as a Service (PaaS) Cloud-Based Applications
Campaign Type: Lead Generation/Appointment Setting
The Client is known in the cloud-based communications and security software industry in the continental US. It plans to increase its market share by targeting all industries, offering high-availability global communications, collaboration, secured services, and advanced analytics. It asked the help of Callbox in finding interested companies to engage with their services for the long term.
Find out how Callbox took full advantage of its multi channel marketing program to produce positive results for the The Client and win for itself a new contract.
Callbox: Clear Connection to Leads for Managed Telco
Product/Service: Telecommunications Technology Provider
Campaign Type: Lead Generation
A major player in the telecommunications industry in Singapore, with clients from almost all sectors, wants to keep abreast and take advantage of internet protocol telephony technology to increase its client base without putting a dent on capital expenditure. Challenged by pressure to improve both ROI and customer acquisition, the client turned to Callbox.
Callbox knew exactly what to do: Use its proven lead nurture tool to complement its efficient multi channel lead generation program to reach more prospects, generate more leads, and improve the client’s revenue.
It’s not a question whether the campaign was successful. It’s HOW successful the campaign was. How did Callbox do it? Find out here.
Callbox Takes on Challenge and Scores a VIQtory
Product/Service: Digital Audio, Video and Evidence Capture, and Management Solutions
Campaign Type: Lead Generation
VIQ Solutions is a leader in Precision Transcription & Stenography services in Australia, providing quality and accurate professional transcription for events, meetings, arbitrations and courts throughout the country. The client wanted Callbox’s help to improve their lead generation campaign.
Find out how Callbox seamlessly married its multi-channel marketing program with the client’s impressive business objectives to get optimum business results.
The Client is one of the premier retailers of Dish Network, the United States’ lowest priced all digital satellite provider. Dish Network offers a variety of HD programming such as theater-quality movie channels, educational and nature programming, Pay-Per-View HD movies, and HD broadcasts of special events, including concerts, boxing matches and professional sporting events.
The Client offers TV and entertainment packages that are put together to give choice and value, loaded with popular options for a low price as well as very affordable equipment upgrades.
Providing satellite sales, installation and service throughout the US was not easy for the Client which was a young company. It saw the need to grow, not only in terms of client base but in customer service capacity as well, in line with its goal to provide outstanding service to its customers. The Client faced stiff competition from huge cable providers all over the US so it needed a major marketing campaign to introduce its company, its offers and retain a loyal set of customers. An attempt at in-house sales operations was made by the client, but did not generate as many customers as expected. The Client saw the need for a partner to reach its target market and eventually, hit its sales target.
The Callbox Solution
In order to gather interest for the Client, Callbox launched a Lead Generation campaign in April 2006. Since the Client had in-house specialists, the task of Callbox agents was limited to gathering prospects by generating interest in the Client’s offers, and forwarding these prospects to specialists who closed the sales. A total of 10 agents consisting of 7 openers and 3 closers handled Client’s account. The 6-month lead generation campaign by Callbox customer representatives involved the introduction of the company, its offers and basic installation information.
This is the Client’s first experience with outsourcing, and Callbox is proud to be chosen.
The Client is an agency under the Ministry of Trade and Industry spearheading the development of Singapore’s external economy wing. Its mission is to promote the overseas growth of Singapore-based enterprises and international trade. With a global network of over 30 locations, the Client offers services to help Singapore enterprises export, develop business capabilities, find overseas partners, and enter new markets. They work to position Singapore as a base for foreign businesses to expand into the region and Singapore-based companies.
The Client’s primary objective was to acquire foreign leads to participate in their ‘business matching’ trade portal. They targeted importers, distributors, wholesalers and manufacturers all over the US, to seed business opportunities and partnerships.
The Callbox Solution
Callbox launched a Foreign Lead Generation Campaign.
Based on the Client’s specifications, a target call list was provided from the Callbox database. In order to provide the Client with the right list, the Callbox research team studied the Client’s present goals and long term plans in order to identify potential prospects. Callbox agents made calls across the US daily, inviting businesses to post their company profile, products and services to the trade portal, emphasizing the opportunity to expand the prospect’s market in Singapore. Pertinent information was collected contact person, designation, contact number, company name and address. Among the qualifying questions asked by the Callbox team were:
Hot leads were qualified and matched with suitable Singapore-based enterprises. If requested, Callbox also sent the prospect invitations and online brochures.
With the Callbox team delivering a large number of leads monthly, the Client has been enjoying an increasing number of registrations on the online portal, significantly expanding its customer base. The Client’s Business Matching Group expressed satisfaction with the leads generated and the consistent professionalism and quality service shown by the Callbox team. As a result, the Client still continues to engage the services of Callbox in foreign lead generation. Today, Singapore’s most comprehensive business portal lists over 100,000 companies and is growing daily.
Incorporated in 2002, The Client is a National O.E.M. and distributor of in-vitro diagnostic products, selling 2 million drug tests annually and growing into one of the largest distributors of rapid on-site drug tests in the United States. The Client’s goal is to help its target market maintain drug-free environments for its constituencies (employees, staff, clients, members, contractors, or students.) They carry a large inventory of products including the following drug testing kits: all-In-one kit/cups, quick-dip kits, pipette tests, and oral kits. The Client also carries test kits measuring breath alcohol levels, saliva alcohol levels, nicotine levels, and adulterants. Its target market includes:
The Client is based in California and markets its products nationwide including Hawaii.
In line with its primary goal to provide high quality drug testing products with outstanding service at affordable prices, the company sought the assistance of a business solutions partner to be able to reach and capture a chunk of the market shared with competitors.
The Client’s main competitor is an established company known for its very affordable prices. In fact, it is widely known as the cheapest among the Client’s several competitors. The Client needed to market its products with emphasis on quality and bulk discounts, as this is its identified pricing strength.
The Client recognized some inadequacy in its sales and marketing strategies, and saw the need for a contact solution to support its growth and sales objectives.
The Callbox Solution
The Client partnered with Callbox to obtain a solution that helped them gain advantage against competitors, with the end goal of increasing their sales volume.
Callbox launched a lead generation campaign in order to gather qualified business prospects for the client. To be considered qualified, these prospects had to conduct 50 or more on-site drug tests per day. Calls made to these prospects involved inquiries as to the need for drug testing kits, drugs covered, type of kits used, number of kits required and an offer of free kit samples.
Keeping in mind the Client’s objective which was call quality rather than call volume, a Callbox agent made 80-100 calls per day with a quota of 4 successful calls per day, totaling 20 leads per week and 80 leads per month.
The Client first engaged the services of Callbox in November 2005 and has been a satisfied customer ever since.
The Client is an Australian Registered Training Organisation and member of the Group Training Australia Network. It allows local businesses to enjoy a hassle free and cost-effective way to employ apprentices through its Group Training system.
The Client operates from three offices in Australia, serving customers in Mildura, Robinvale, Ouyen, Wentworth, Swan Hill and surrounding districts, South Australia’s Riverland, and Metropolitan Adelaide.
The Client wanted to improve its lead generation campaign to get more registrants for its group training courses. Before Callbox, it relied on its in-house salespeople for leads. However, due to their limited time and training in lead generation, this resulted in a three-fold challenge:
Realising the need to generate more sales-ready leads, and that their in-house staff did not have the time and the right set of skills, the Client sought help from lead generation experts at Callbox.
The Callbox Solution
The Client’s initial objectives were:
Callbox started cold calling on August 25, 2010 to introduce the Client’s services to construction and engineering companies in Central Adelaide, who take on apprentices in carpentry, plumbing, bricklaying, and painting. At first, Callbox encountered the same problem the Client had with hard-to-reach prospects. To solve this, Callbox experimented with the dialing schedule by calling prospects at different times of the day, recreating its marketing approach as necessary to successfully capture the right targets.
Getting interested prospects was a real challenge in this campaign since many companies preferred to train their own employees instead of paying another company to do it. To compensate, Callbox increased its daily call volume to reach even more prospects. Positive contacts were turned over to quality assurance analysts who asked additional questions to confirm that prospects were qualified and interested. The Client’s sales team itself was professional in dealing with appointments, which contributed much to the smooth flow of the campaign.
The Client derived much value from Callbox’s integrated marketing tool – the PipelineCRM, which enabled it to keep an eye on pipeline activity, track lead progress, and monitor lead traffic – all in one user-friendly platform. The campaign ended successfully on November 25, 2010.
Since using Callbox, the Client has experienced tremendous growth in lead traffic and new customers.
The biggest success the Client has seen with this campaign has been the growth in lead volume. Within three months (67 calling days), Callbox has captured a total of 52 highly-qualified appointments. In addition, Callbox was able to organise a database of the Client’s market and prospects who requested additional information, feeding the company’s in-house sales team with leads for many months, and generating more leverage for future marketing campaigns. Pleased with these results, the Client is set to re-contract for another project in March 2012.
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