Tag Archive for: case-study-manufacturing-and-distribution

ABM Campaign Propelled Air Compressor Leader with New Potential Leads

The Client

The Client is a global leader in oil-free and oil-injected air compressors and accessories that delivers robust, reliable, and energy efficient compressed air solutions that are fit for Australian conditions.

Lines of Business
Lead Generation & Appointment Setting

The Challenge

The Client has best business practices that have helped them remain as Australia’s leading air compressor provider in the last three decades: keeping its service standards at the highest levels by addressing simple to complex problems while keeping solution packages at competitive pricing, and working with a network of partners that help them drive innovation, diversification and growth.

The recent years, however, have imposed challenges as it faced market decline due to the pandemic. But, being one of the key players of the market, the Client was able to cope by implementing organic and in-organic strategies to offer lucrative opportunities amidst the unprecedented situation, and by outsourcing a lead generation campaign to boost market awareness and grow customer base.

The Callbox Solution

Callbox built a Lead Generation and Appointment Setting campaign which consisted of:

  • 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 Product Knowledge

The Goals

  • The Callbox team was to engage prospects from key target locations in Australia
  • To uncover pain points and upcoming needs
  • To book meetings for the Client’s consultants to discuss about air compressors and maintenance backup support service

Account Research and Selection

  1. The Client specified their target industries, decision makers, and locations
  2. Callbox filtered the Client’s target decision makers 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
  2. The profiles consisted of detailed demographic and firmographic segmentations
  3. Callbox qualified prospects that had a current need for any of the Client’s services

Results

Overall, the six-month ABM Lead Generation and Appointment Setting campaign delivered 82 Sales Qualified Leads and 41 Marketing Qualified Leads.

Forklift Winner Rebuilt Brand Awareness and Boosted Leads with Callbox ABM

The Client

The Client is a leading innovator in world-class forklift and material handling equipment. They design, manufacture and distribute, services and supports material handling products that provide customers with superior value.

The Challenge

The Client has been building up their customer database through cold-visiting over the past years across Southeast Asia. But as covid 19 restricted them from doing regular prospecting activities, they saw the need to search for agencies that can support their objectives. The list came down to Callbox as the most capable of supporting more target countries in the region.

The Callbox Solution

Callbox designed an Account-Based Marketing campaign which consisted of:

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

The Goals

  • The Callbox team was to validate and update the contacts to expand the database.
  • To generate hot/warm/cold leads for the Client to nurture.
  • To inform prospects that they are open for business to improve brand awareness.

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 came up with a list of potential contacts to target which was reviewed and approved by the Client.

Account and Prospect Profiling

  1. The Client provided buyer persona profiles of the prospects that they want the outbound campaign to engage. The profiles consisted of detailed demographic and firmographic segmentations.
  2. Buyer personas identified as the campaign’s primary targets were Owners, Purchasing/Procurement, Operations, Supply Chains, Warehouse Managers
  3. The master contact list was segmented based on these personas and was further grouped according to industry type.

Results

The Client signed up for an ABM Lead Generation & Appointment Setting campaign, and renewed the contract thereafter which summed up to a total of nine months, and generated 871 Sales Qualified Leads.

RPA Firm Found New Distributors with Callbox Lead Generation Campaign

The Client

The Client is a robotics company that provides a wide array of tools and software for collaborative applications. Supported by its in-house e-learning platform, the Client makes it easy to deploy collaborative automation tasks regardless of skill level or previous robotics experience. Its solutions help small and mid-sized manufacturers optimize their processes and grow their business with greater flexibility, higher output and improved quality.

Lines of Business
Accessories, Sensors, Gripping, Software, Mounting, Tools

The Challenge

Although many perceive technology innovation as the frontier for business success, the Client has a clear view of collaborative applications that leverage both machine and human potentialities. That is why they create products that enable their customers’ workforce to work alongside automation and robotics to achieve faster and better productivity – a value proposition that they wanted to convey to the target audience through a marketing campaign.

The Client has worked with several outsourced marketing providers in the past, but recently dropped the idea as the campaigns did not turn in good results. Callbox’s multi-channel marketing approach, however, made them reconsider outsourcing.

The Callbox Solution

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

  • Multi-Channel Lead Management via Voice, Email, Web, Chat, Webinar, and Social Media
  • Sales Enablement & Support which included 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 generate potential distributors across South East Asia, Oceania, Taiwan, and India for the Client
  • To set phone or telecon meetings with prospects for the Client’s sales team.
  • Regularly profile the contacts to keep the data list accurate and updated.

The campaign involved two key steps:

Account Research and Selection

  1. The Client specified target industries, locations, 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 Managing Director, CEO, GM, Engineering Manager/Director, Technical Manager/Director, Sales Manager/Director, and BDM.
  3. The master contact list was segmented based on these two personas, and was further grouped according to industry type

Results

Overall, the twelve-month ABM Lead Generation & Appointment Setting campaign produced 167 Sales Qualified Leads, 138 MQLs and 297 Social Media Connections (with 65 inmail replies or 33%).

Industrial Supplier Widens Market Lead with Callbox’s Help

The Client

The Client manufactures and distributes industrial supplies such as decorative stainless steel sheets and other ornamental products used in interior fit-out projects. The company’s headquarters is located in Hong Kong, and it carries out the bulk of its manufacturing operations in Guangzhou, China.

The Challenge

The Client has been providing custom decorative building materials throughout Southeast Asia and Australia for decades. Its products include colored stainless steel, decorative glass films, elevator decoration modules, and stainless steel fabrication. The company primarily sells to architects, designers, contractors, property developers, construction suppliers, and other industrial vendors in the region. 

The Client says it relies on two key advantages to attract customers and set its products apart from competitors:

  • First is its broad sales and service network across the region, which enables prompt supply and delivery.
  • Second, the Client focuses on design customizability, so that products are tailor-made according to each customer’s specifications.

Before the campaign, the Client’s sales development model placed much of the prospecting and lead qualification tasks on sales reps. Sales was responsible for finding potential customers and booking introductory appointments with prospects, without much in the way of prior screening. Under this setup, the Client estimated that reps were spending less time talking to prospects, which dragged down both sales productivity and customer buying experience quality.

Accordingly, the company has been planning to reassign all lead generation and appointment setting responsibilities to its marketing team, but the department is mostly staffed by creatives who are already on tight schedules churning out product materials and sales collateral.

It was clear that the Client needed to outsource prospecting and lead qualification. But since the company was selling highly-customized products across different geographic markets, the Client wanted to partner with an agency that had both industry knowledge and regional experience.

The Callbox Solution

After a thorough selection process, the Client chose to work with Callbox as its outsourcing partner because of its extensive project portfolio of APAC campaigns carried out on behalf of manufacturers and industrial suppliers, including campaigns that covered the Client’s target countries.

Callbox worked out an ABM Lead Generation and Appointment setting campaign which consisted of:

  • 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 Product Knowledge

The Goals

The Callbox Team was to hand off qualified leads and appointments to the Client’s sales teams who were based in Australia, the Philippines, and Singapore.

The campaign involved two key steps:

Account Research and Selection

  1. The Client specified its 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 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 wereProject Manager, Interior Designer, Quantity Surveyor, Trading Company
  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 campaign ran for six months, generating a total of 96 Sales Qualified Appointments, 46 Follow-ups, and 42 Requests for Information.

Precision Engineering Company Executes Precise Rebranding with Callbox

The Client

The client is the Singapore arm of an industrial equipment supplier based in Germany, specializing in motion and fluid control technologies used in advanced production lines worldwide. The company’s product portfolio includes actuators, air preparation, fittings, tubing, pressure switches, vacuum, and valves.

The Challenge

The Client has a long and illustrious company history that includes the invention of the first inline lubricator in 1927 and a series of breakthrough innovations in several pneumatic fluid and motion control technologies. Its products and expertise are presently used in numerous manufacturing facilities worldwide for improving equipment productivity and efficiency.

In 2015, as part of its efforts to transform itself into a truly world-class engineering company, the Client consolidated several of its divisions under a single brand and recently carried out a major overhaul of its webstore to realign with its new branding initiatives. Aside from its extensive global network of distributors, the Client is able to offer its solutions to its target customers through online catalogs.

While these moves are expected to create favorable long-term opportunities, the new brand rollout and webstore revamp bring some key short- to medium-term challenges that the Client needs to address right away. In terms of near-term marketing activities, the challenge is two-fold:

  1. Informing its existing customers of the rebranding and the site renovation in a way that drives both interest and awareness
  2. Identifying specific needs and inquiries from their customers and prospects, which can then be turned into actionable insights

The Callbox Solution

Given both the Client’s current strategic situation and its immediate marketing goals, it was determined that Callbox’s precision-oriented lead generation solutions would be an effective approach at enhancing the Client’s rebranding and customer outreach efforts. Accordingly, the campaign plan consisted of two main components: (1) customer profiling and (2) lead generation.

Database Profiling

To guarantee the quality of data to be used in the campaign, the list underwent thorough customer profiling, which involved manually validating and verifying each database record and field.

  • Agents called every contact on the list in order to check and update all pertinent information.
  • Callbox’s customer profiling package ensured that every entry on the list contained complete, accurate, relevant, and timely information on a valid decision-maker.
  • Once completely profiled, every record on the list represented a contact having any of the above-mentioned job titles working in a manufacturing company located within any of the four APAC countries mentioned earlier.

Lead Generation

With its award-winning lead generation expertise, Callbox was well-positioned to help the client meet the two main challenges brought on by its recent rebranding program. In a nutshell, the lead generation activities of the campaign included:

  • The Callbox team engaged the Client’s target contacts through live phone conversations in order to touch base and introduce the rebranded solutions.
  • Callbox distributed the company’s Express catalogs to qualified contacts in Australia, Malaysia, and Singapore. The Client’s pneumatic catalogs were disseminated to qualified contacts in New Zealand.
  • Agents then set up follow-up phone appointments with hot leads and inquiries.

Exceeding Targets and Expectations for Document Presentation Solutions

The Client

The Client is a global print materials manufacturer leader and has been providing their customers with a complete range of systems and accessories for office and individual print presentation needs for more than 30 years.

The Challenge

The Client’s history narrates back to 1939 when they started as a niche printing enterprise in Georgia, USA. The business grew and progressed through a carousel of business activities around the globe for the succeeding years: asset acquisitions, manufacturing and development of new products and opening of new sites for offices and warehouses.

In 2005, merger deals, sites expansion and newly manufactured printing products and solutions happened one after another, year after year. The rapid business growth apparently demanded for more tasks to be done, as well as utilization of advanced technology that would expedite operational processes in order to cater to bigger demands of the now extensive customer base.

The print materials manufacturer leader came to realize that the new range of printing products and solutions now have advanced features and benefits that required holistic messaging to position to target customers, and that this new messaging would best be delivered with some marketing help from an expert lead generation provider. They were clear on the two things they needed assistance with: the management of their huge database and the setting of appointments for them.

The Callbox Solution

Database Profiling

Callbox provides holistic campaign management to its clients and that includes providing them the most accurate and well-managed database. Regardless of who owns the contact list, Callbox obliges itself to cleanse and profile the list before, during and until the campaign ends.

  • Data Cleansing – all contacts on the database are called to confirm every piece of business information
  • Deduplication – missing details are retrieved and necessary changes are applied to eliminate goneaways, duplicate entries, and contacts that fall outside the target criteria.
  • Data Verification – contact names and contact numbers are validated, as well as email addresses, postal codes, and other pertinent contact details.

Appointment Setting

Callbox’s Multi-Channel Lead Generation services did not only make it possible for the Client to manage their huge database but at the same time get their message to the right prospect at the proper time.

The appointment setting campaign criteria included the following:

  • Prospect to answer only two (2) simple qualifying questions
  • Prospect should agree to receive sample products from the Client
  • Schedule a phone appointment with their global sales representatives.

Results

The Callbox team delivered an average of 5 appointments per day for two campaign periods, exceeding the Client’s target of 2 to 3 per day, and even closed deals with two large businesses.

Even before the campaign, the Client expressed confidence and trust in Callbox as they employed 6 appointment setters for the initial campaign period and added 4 more upon renewal. For the Callbox team, they just did what they had to do to assist the Client: manage the database and set appointments, but for the Client, outstanding:

I didn’t get the chance while we were on the phone but I wanted to take a moment to make it clear that you and your team do an OUTSTANDING job for us and I am very happy and excited about their performance. Their sales exceed all other agents combined. Please encourage them to keep up the good work and remain motivated. I hope to visit you guys in the future.

I just wanted to touch base with you guys this morning. I want you to know that you did an excellent!! job on yesterday. (closed deal company) keep it going. KEEP PUSHING!

Management was very happy to see the way you guys stepped up production yesterday and they want it to continue as well as increase.

Excellent job on (closed deal company). Let’s keep the numbers coming!

The campaign has been running for more than three years now.

Vibration Test Leader Beat Market Drawdown Thru Callbox ABM Campaign

The Client

The Client specializes in a wide range of vibration testing systems, environmental testing chambers, and measurement and analysis equipment for vibration-related applications, providing Consultancy, Testing & Calibration services, Training Courses, and Maintenance, Services, and Repair in over 30 countries around the world.

The Challenge

The recent economic drawdown has caused a huge impact on the manufacturing sector which drove a lot of businesses to either minimize or pause operations, or permanently close down. The has not only fenced consumers in freely shaping their buying journey, but also stole a huge number of blue-collar jobs across the globe. 

However, there were companies that braved the challenge by rethinking, and reshaping their strategies, and came up with actionable schemes such as outsourcing that helped restabilize their supply chain processes again. Among these winning companies is the Client.

The Callbox Solution

The Client approved Callbox’s Account-based Marketing Lead Generation & Appointment Setting design which consisted of:

  • Account-Based Multi-Channel Lead Management which included Voice, Email, Web, Chat, Webinar, and Social Media
  • Sales Enablement & Support through 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 Goals

  • The Callbox team was to conduct a market survey among target contacts to uncover which product or service their business requires.
  • To promote specific products like Conditioning Monitoring Systems, and Test & Measurement/Engineering Services.
  • To set appointments with interested prospects for the Client’s consultants.
  • To profile the database.

Below is the two-step campaign process:

Account Research and Selection

  1. The Client specified its target industries, location, and relevant contacts.
  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 which consisted of detailed demographic and firmographic segmentations.
  2. Primary target decision makers were also identified by the Client.
  3. The master contact list was segmented based on these personas, and was further grouped according to industry type.

Results

The twelve-month Account-based Marketing Lead Generation & Appointment Setting campaign delivered more than what the Client expected, producing 94 Sales Qualified Leads, 47 Marketing Qualified Leads, 20 Potential Leads, and 746 Profiles Completed.

Global Printing Manufacturer Hits Home Run with Callbox Profiling Campaign

The Client

The Client is a global manufacturer of coding, printing and laser marking products, fluids, and accessories for the product identification industry. The company has over 325,000 units installed worldwide, serving 135 countries, and is widely considered as an expert in continuous ink jet (CIJ), laser marking, thermal inkjet (TIJ), thermal-transfer overprinting (TTO), case coding and labeling, and wide array printing.

The Challenge

The Client wanted to cleanse their Asia Pacific list which contains more than 10,000 contacts, most of which are obsolete and inaccurate. The campaign was to zero-in on the manufacturing industry, using Customer Profiling for basic information such as name, job title, company, address, phone and email. This also includes segmenting the list according to each contact’s location in the Asia Pacific region.

The Callbox Solutions

Based Based on the Client’s requirements, 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, 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 cleanse and profile the Client’s list to eliminate duplicate entries and supply missing elements with accurate information
  • Call each contact to validate or gather the following information, and obtain additional contacts:
  • The number of people or machines where a product goes to a process of labeling, marking or printing
  • How they code or mark on their product (e.g. expiry date, manufacturing date, batch number, barcodes) 
  • To book appointments with prospects who wanted to be contacted by the Client

Callbox standards dictate a thorough and meticulous process of delivering output to its clients. For this particular campaign, the courses of action that took place were as follows:

  1. The Client sent their contact list over to Callbox
  2. Callbox then cross-referenced the list with their own database to eliminate duplicate entries and supply the missing elements with accurate information.
  3. Callbox assigned 10 expert agents for the Customer Profiling campaign. 
  4. Each batch of completed profiles was forwarded to Callbox’s Email Marketing Team for re-verification, as well as lead generation using a prescribed email template. 
  5. All contacts which resulted in bounced emails were sent back to the calling team for reconfirmation.

Results

The Client was pleased with the success of the campaign. As a result, it recommended Callbox to their Global Visibility Manager, who in turn partnered with Callbox for two more campaigns, targeting India, Korea, and the US.

The six-month campaign delivered 185 Qualified Appointments and 13,700 Profiled Contacts.

Callbox Telephone Survey “Primes the Pump” for Market Expansion

The Client

The Client is a pump manufacturing and mechanical engineering firm, which produces and markets various types of pumps for buildings, industrial facilities, OEMs, water supply, and other uses, and currently operates in 55 countries with a total workforce of more than 19,000 employees and annual revenues of around $3.9 billion.

The Challenge

As part of the company’s planned expansion push into a number of North American markets, the Client initially commissioned a phone survey to uncover areas of risk and opportunity:

  • The target market size, growth drivers, revenue potential, and possible expansion hurdles
  • The Client’s competitive position in each of the target markets
  • Market characteristics and potential expansion strategies

The campaign plan included conducting data gathering from 11 states in the US to be completed within 25 days. 

However, given the limited size of its in-house market research team and the tight timetable involved, the Client decided to contract a third party to handle the project.

The Client chose Callbox after a thorough screening process, citing the latter’s track record in developing and managing campaigns with very tight schedules, as well as it’s experience in reaching out to contacts in different target geographical areas.

The Callbox Solution

Callbox designed an Account-Based Marketing Lead Generation & Survey which consisted of:

  • Account-Based Multi-Channel Lead Management using Voice, Email, Chat, Web, and Social Media
  • Sales Enablement & Support which included Training, 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 gather data or conduct a quick survey on target contacts’ perception of the Client’s products to help the company better assess its market position.
  • Customers of the Client’s direct competitors were also asked for their feedback about their current suppliers to help them determine the company’s competitive position.

Amid the survey campaign, however, the Client saw a need to do an appointment setting as the Callbox team uncovered pain points from respondents that required urgent response from their end.

Results

Callbox wrapped up the campaign within 8 months, generating a total of 165 Sales Qualified Leads, 135 Marketing Qualified Leads, and 1,625 completed respondents. This exceeded the project’s requirements by a significant margin.