The Client offers video production services to corporate and business customers all over New Zealand. The company maintains a portfolio of video projects used in internal and external communications, company profiles, corporate announcements, events coverage, customer testimonials, product guides, training resources, and promotional materials.
The company recently ramped up its customer acquisition objectives, with particular focus given to mid-sized organizations located in the Auckland and Hamilton areas. The Client wanted to grow its market share in the “Golden Triangle” region, where the company expects demand for corporate video productions to outpace the rest of the country.
In order to meet its new targets with the sales resources and manpower it currently has, the Client believes it’s going to need the help of a third-party agency doing much of the top-of-funnel prospecting legwork, so that its sales development team can exclusively focus on mid- to bottom-of-funnel stages.
• Combined one-on-one sales calls with targeted email outreach to drive conversations in successful NZ campaign
• Handed off qualified sales appointments that match Client’s target customer profile and level of solution fit
• Helped Client increase both sales opportunities and pipeline value
THE CALLBOX SOLUTION
The Client partnered with Callbox after reviewing proposals from a number of marketing agencies. Callbox met all the Client’s requirements in terms of value and experience, with the Client saying that the extensive New Zealand records in Callbox’s proprietary database was a key determining factor.
Callbox then closely collaborated with the Client to plan out a 3-month appointment setting campaign that integrated one-on-one calls with targeted email outreach. The campaign’s overall goal was to introduce the Client’s video production services to relevant decision makers from companies in its target industries and to book qualified prospects for a meeting with the Client’s reps.
The campaign began by initiating contact and nurturing warm leads through targeted email outreach. Accordingly, most of the results generated during the campaign’s first couple of weeks were almost exclusively related to email marketing initiatives, including average delivery rates of 98%, open rates of 33%, and CTRs of 7%.
As the initial phase started winding down during the second half of the first month, the campaign began seeing steady appointment setting results. Here’s a month-by-month breakdown:
Out of the 40 total qualified appointments, the Client expects to turn 75% (or 30) into sales-qualified opportunities. With average close rates of 60%, the Client can potentially generate around 18 new customers from the campaign within the next sales cycle.
The Client currently has an ongoing appointment setting project with Callbox. As part of its 2018 marketing goals, the Client wants to double down on maritime satellite opportunities in Asia, as well as tap into additional EMEA markets.
This leg of the campaign focuses on the Client’s two Inmarsat Fleet One offerings. Inmarsat Fleet One Coastal covers data and voice services for smaller recreational and fishing boats sailing closer to shore, while Inmarsat Fleet One Global gives access to bundled data and voice anywhere in the world. Both solutions are ideal for commercial vessels and fleets with modest data requirements.
In the previous campaign phases, the emphasis was on potential resellers and end users of the Client’s land satellite services. Both the Client and the Callbox team picked up a great deal of insights about the target prospects and the overall market, which proved useful in refining the team’s campaign approach and the Client’s marketing strategy.
This time, as the focus shifts to maritime satellite communications, the new campaign’s main objective is to identify and qualify potential subscribers for its bundled Inmarsat services from shipping and maritime companies.
THE CALLBOX SOLUTION
The new campaign phase marks the 15th month of the Client’s partnership with Callbox. The Client says Callbox has become a key force multiplier of its marketing initiatives, greatly expanding the company’s reach and scope with multi-channel prospecting and research capabilities.
The updated plan consists of database profiling and phone-based conversations with prospects integrated with email touches.
1. The Client provided an in-house list of contacts to be profiled and refined by the Callbox team.
2. The targets include shipping and maritime companies in Asian and EMEA countries not directly covered by Inmarsat and VSAT.
3. The Callbox team used primary and desk research methods to verify and update each record, as well as added new contacts that match the target prospect profile.
The campaign ran from mid-January to August, representing seven months of appointment setting activities. Overall, the campaign delivered a total of 96 qualified appointments, of which 86 were accepted by the Client as sales-qualified leads (SQLs).
Taking into account the results from the first phase of Callbox’s appointment setting program with the Client (carried out from September 2016 to January 2018), both phases delivered a total of 272 qualified appointments. From these, the Client labeled a total of 245 prospects as SQLs, which represented over 90% of the appointments handed off.
These results also showed that the Callbox team was able to consistently deliver an average of 12 appointments each month, which exceeded the Client’s target of 10 monthly appointments.
With over eight years of experience in the IT consulting and professional services space, the Client now ranks as one of the most trusted service providers in the industry and has successfully partnered with companies like Citrix Systems, AppSense, Blue Coat, and Apple (mobility).
The Client started out in 2009 as a white-label supplier of IT services to vendors and resellers. These companies would subcontract the Client to perform services on their behalf, often without the end customers knowing about the Client’s involvement. In 2014, the company refocused toward directly providing services to enterprises and organizations.
This move presented a bit of a branding conundrum for the company. The main challenge was finding a way to embed its extensive experience as an IT subcontractor for specific VDI, cloud services, and security verticals in the value proposition for its new business model.
For that reason, the Client undertook a massive marketing program that simultaneously focused on branding and customer acquisition. The customer acquisition plan highlighted nurturing leads in-house with the Client’s marketing team while delegating top-of-funnel prospecting activities to a third-party agency.
The Client chose Callbox as its outsourced marketing partner due to a number of factors, with the main one being the “consultative fit” that Callbox’s marketing solutions offered. The Client pointed out that taking a consultative approach to a project (rather than a purely engineering perspective) was their key differentiator and that Callbox was also able to demonstrate this by being more of a marketing advisor than a marketing agency. Given the Client’s marketing goals, the challenge is two-fold:
• Finding and identifying qualified opportunities for the Client’s customer acquisition efforts
• Generating awareness about the Client’s different IT consulting and professional services
• Planned and executed an ongoing appointment setting campaign for an IT services company
• Reached and engaged IT managers, CIOs, and CTOs in AU and NZ via phone, email and social media
• Stayed on target at each phase of the campaigncleansed and up-to-date contact list
THE CALLBOX SOLUTION
Both the Callbox team and the Client agree that an integrated appointment setting campaign best meets the latter’s requirements. The campaign primarily consists of phone-based conversations enhanced with email and social media touch points.
In addition, the campaign timeline is divided into weekly or biweekly segments, with each segment focusing exclusively on a specific solution that the Client offers. These include BlueCoat, Zscaler, Radware, Apple, and CheckPoint—along with general consultancy services, business analyst services, and other IT project services. Other key campaign activities are as follows:
1. Prior to the start of the campaign, the Callbox team compiled and profiled the prospect list comprised of IT managers, CIOs, and CTOs from companies headquartered or operating in Australia and New Zealand.
2. Since the campaign is made up of different phases, the Callbox team prepares campaign materials for each stage. These are sent to the Client for review and approval.
3. Call scripts are based on a list of eight probing questions given by the Client. Each script gauges a prospect’s need and fit for a specific IT product or solution.
THE CALLBOX SOLUTION
1. The campaign uses two types of email messages:
A. Intro/follow-up emails
B. Targeted send-outs
Intro/follow-up emails help warm up and nurture phone prospects, while targeted send-outs are intended for prospects who request more information.
2. The Callbox team does the bulk of the campaign’s email marketing activities through the Pipeline Lead Nurture tool. This ensures targeted,
personalized, and timely emails.
3. The campaign team applies best practices and precautions to avoid spam complaints and to maintain good sender reputation.
At time of writing, the campaign has completed three
months’ worth of multi-channel appointment setting activities and is already at the final week of its fourth month.
Like most of Callbox’s integrated appointment setting projects, the early stages of the Client’s campaign primarily revolved around email activities for warming up prospects and refining the campaign focus. Open rates for the bulk send-outs reached 10.2%, 11.4%, and 23.0% for the first, second, and third months, respectively. The campaign was also able to maintain hard bounces and unsubscribes within acceptable limits.
Since the campaign calendar is subdivided into weekly or biweekly segments that focus on a particular IT solution, the overall monthly appointment setting results tend not to follow a definite trend.
The campaign, so far, has generated the followingmonthly outcomes:
• First month: 14 appointments
• Second month: 8 appointments
• Third month: 7 appointments and 3 leads completed
The campaign is still ongoing and, so far, it has delivered 29 appointments. Since these appointments have been qualified using a highly targeted set of parameters, the Client expects to move 80% of these appointments further down the funnel as sales-qualified Leads (SQLs). In addition, the company has a track record of closing 30% to 40% of SQLs after 6 months in the pipeline. This means that the Client can
potentially generate up to 9 new customers from this leg of the campaign.
The accounting expert serves as an integral extension of its clients, ensuring all tasks are accurately completed. However recently, competition became fierce as competitors started to offer equally interesting services and even used enticing branding images which made the Client indistinguishable from its industry peers.
The Client decided on offering a FREE-TRIAL to target customers. Well aware that this required expertise in pursuing prospects and getting them to agree to meet with the Client’s consultants to discuss signing up for the free trial, the Client searched for an appointment setting company that best fit their needs and chose Callbox.
• Validated and updated contact details via Customer Profiling campaign.
• Filtered active contacts and identified the most appointment-ready prospects and those who were interested to discuss, via the Pipeline Lead Nurture Tool
• Reached and spoke with prospects at their most convenient time via Callbox’s SMART Calling system
THE CALLBOX SOLUTION
Callbox ran a Customer Profiling campaign along with Appointment Setting to update the Client’s database and to build a new set of qualified prospects.
1. An initial email copy which contained news releases about the Client’s FREE TRIAL offer were sent to target customers.
2. Active emails from prospects who responded, clicked links and visited the Client’s company website were saved for follow-up calls.
3. Responses also gave the Callbox team the opportunity to filter the most available prospects to touch base with via the CTA link (scheduling
option) in the email copies.
4. Bounces were filtered and saved for follow-up calls for the agents to update as they speak with the prospect.
RESULTS AND RETURN ON INVESTMENTS
The first four weeks were the busiest days of the campaign period as the Callbox team was juggling between getting together a fitting list of contacts to profile and setting appointments with those contacts at the same time, but successfully delivered 11 solid appointments.
Between the 5th and 8th weeks, with the Callbox team effectively done with the initial calls, follow-up calls came out more productive as most of the prospects the team spoke with were already knowledgeable of the free trial and have learned of the service’s benefits from other prospects via testimonial videos linked through the follow-up emails. This phase of the campaign generated 13 more appointments for the accounting expert.
The last 4 weeks (9th to 12th) had the Callbox team equally busy but more delighted as follow-ups that were nurtured during the start of the campaign eventually converted into appointments and impressed the Client with 15 appointments at the closing.
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:
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.
RESULTS WITHIN TWELVE WEEKS
The three-month campaign yielded the following results:
The Client prides itself with a 33-year experience in providing over 10,000 customers with low cost, simple and very effective payroll solutions. However, this market dominion was somewhat threatened when payroll system providers in New Zealand offered the same or similar packages on software functionalities like Auditing, Templates, Tracking Capabilities, Costing Statistics, Pay History, Contributions and Help Desk Support, which deflated the Client’s huge number of customer database by 20%.
The competitors were seen to be quite aggressive in generating more customers, so the Client decided to combat the move by undertaking feisty initiatives like outsourcing a lead generation company who would help them look for new customers and win back those they’ve lost.
THE CALLBOX SOLUTION
Callbox’s multi-channel marketing program was designed to help clients maximize the full potential of a well-profiled and managed database to get them in front of their target prospects with the right message, at the right time.
In the said campaign, the Client required the Callbox team to generate leads using two different approaches for lost customers and new targets. The generated leads were differentiated into two categories, and from which the Client customized their solution/offers:
The Callbox team generated a total of 84 Leads: 11 Office and 35 Phone Appointments and 38 Online Demonstration Bookings which were all part of the 2,343 Positive Contacts that included warm follow-ups. Out of the 84 Leads, 38 (40%) were winback customers.
Callbox’s multi-channel marketing platform was effectively utilized for the payroll leader’s lead generation campaign and which realized their goals to win back lost customers and acquire new ones worth nurturing.
The following are the campaigns in which the Client has employed the services of Callbox, in chronological order:
A. Customer Profiling Campaign
Asia Pacific Region
November 20112 – January 2014
No. of Records: 10,000
The Client wanted to cleanse their Asia Pacific list containing 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.
On top of the customary Customer Profiling task, the Client also instructed the Callbox team to gather additional information during their conversation with the prospects such as:
THE CALLBOX SOLUTION
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:
The Client was pleased with the efficiency and success by which the Customer Profiling process was carried out. Callbox delivered 10,000 clean and working records within the set period, with only minimal returned data for re-verification.
As a result, the Client recommended Callbox to their Global Visibility Manager, which in turn partnered with Callbox for their succeeding campaigns.
B. Pilot List Build Campaign
India and Korea
March 2014 — April 2014
No. of Records: 700
Fresh from the success of the previous campaign, the Client penned a deal with Callbox for another Customer Profiling engagement. This time, the campaign was focused on cleansing prospect contact lists from India and Korea.
The goal was for one full-time agent to produce 700 profiled records, each for both target locations. The target industry was still manufacturing, and data profilers were still required to ask prospects regarding the number of production lines and the manner by which they code their products.
Furthermore, at the request of the Client, callers were to determine whether prospects prefer to be contacted via their mobile phones or their landlines. This data is crucial for the Client in deciding whether they need to allot more focus on contacting prospects via mobile phones, in which case would entail more cost on their end.
THE CALLBOX SOLUTION
The flow was pretty much the same as the original campaign, except that the Client only required one calling agent for India and another one for Korea.
Callbox sailed through the campaign with flying colors, delivering 700 clean records for both target locations within a month, despite the uniqueness of the campaign and some initial hurdles.
Additionally, Callbox was able to provide useful insight to the Client in terms of the divide between contacting prospects through mobile or landline. Callbox reports showed that prospects were more comfortable in providing their landline numbers over their mobile numbers. This outcome contradicted the findings of the Client’s internal calling team which supposedly revealed that prospects preferred being reached via mobile.
C. Customer Profiling Campaign
September 2014 — November 2014
No. of Records: 3,000
For the Client’s third partnership with Callbox, the campaign was centered in India alone, and it came with specific parameters to be strictly observed.
The goal was to produce 3,000 profiled records from a 3-seater, 2 month campaign. The Client provided its approved market verticals under the manufacturing industry, as follows: aero/auto, baked goods and cereals, beverage, building materials, cosmetics/personal care, dairy and eggs, extrusion/wire and cable, packaging materials, pharma and medical, and salty snacks.
The campaign was a mix of customer profiling and lead generation, with a list of roughly 3,000 contacts provided by the Client. Callers were instructed to reach out to Production Managers, Maintenance Managers and Purchasing/Procurement Managers. In case these positions are unavailable, they were to look for Operation Managers, Facilities Managers and Finance Managers.
Data profilers were still required to ask prospects regarding the number of production lines and the manner by which they code their products.
THE CALLBOX SOLUTION
The approach prescribed by the Client required Callbox to basically send out marketing material to the prospects. This objective was to be accomplished in conjunction with the usual Customer Profiling task that was done in the previous campaigns.
Callbox delivered the goods as expected, with the last few weeks spent on formatting the data according to the Client’s preferences. They were also very pleased that a lot of calls resulted to legitimate leads for their business, even though lead generation was not the main priority of the campaign.
The India campaign became much more smooth-sailing because of the prior experience in penetrating the location, as well as the improvement in the communication lines. Also, Callbox’s own updated database of records helped fill in the gaps for incomplete or inaccurate contacts.
Towards the end of the campaign, the Client set up a Customer Profiling campaign that aimed to clean up around 500 test records from the US. Although this US campaign still revolved around the manufacturing industry, the Client was open to explore other verticals aside from the ones previously prescribed.
The campaign was carried out simultaneously with the India campaign that was still in progress. Callbox allotted a few hours a day for its agents to call US contacts. The campaign successfully ended after 5 days, with Callbox delivering 500 profiled contacts as agreed.
After three successful customer profiling campaigns, Callbox was able to clean the Client’s contact lists, making them more updated and targeted without any obsolete or duplicate entries. This resulted to a shortened sales cycle on the Client’s part, which is expected make a direct impact on their bottom line.
The campaigns also gave them significant money-saving insight into their communication strategy as they were able to establish their prospects’ inclination to being reached via landlines, discarding the need for a costlier alternative in mobile phones.
Throughout the customer profiling run, Callbox was also able to generate several warm leads for the Client’s sales team. At the very least, the callers were able to establish an acquaintance with the prospects, especially those with new job titles and are unfamiliar with the Client’s company.
The Client has retained Callbox’s services for their current campaigns which involve not only Customer Profiling but other services as well. They were very pleased with how Callbox was able to deliver time after time, and they definitely see Callbox as a partner in more projects down the road.
As part of the company’s planned expansion push into a number of Asia-Pacific markets, the Client commissioned a detailed market study designed to assess three key areas of risk and opportunity:
The study’s data collection plan included conducting a phone survey of 1,500 respondents from 11 Asia-Pacific countries to be completed within a 25-day period. 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 phone survey.
The Client chose Callbox after a thorough screening process, citing Callbox’s track record developing and managing campaigns with very tight schedules, as well as Callbox’s experience reaching out to contacts in many of the Client’s target geographical areas.
THE CALLBOX SOLUTION
To gauge Callbox’s capabilities, the Client wanted to start the project with a pilot survey of 50 respondents. The initial results met the Client’s expectations, and the company gave the go-ahead for Callbox to carry out full-scale surveys in Australia, New Zealand, Singapore, Malaysia, and seven other APAC countries.
The Client required Callbox to use the Confirmit CATI (Computer Assisted Telephone Interviewing) system for this survey. Since Callbox had extensive experience with CATI systems, the team was able to go live with the calls after just two days of training.
Callbox polled the 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, which gave the Client’s market research team the data they needed to determine the company’s competitive position.
Callbox wrapped up the campaign within the specified completion time, polling a total of 1,625 valid respondents.
This exceeded the project’s requirements by a significant margin, and the Client was quite satisfied with the results that the company also hired Callbox to carry out phone surveys for their EMEA market positioning study.
During the campaign’s first few days, Callbox relied on the Client’s contact list, but with reach rates only hovering around 20%, it was decided to use a list compiled by the Callbox team. The Callbox-supplied list helped the campaign lift reach rates to 60%.
The Client hired a lead generation provider but needed additional support for other marketing initiatives. It looked for a reliable telemarketing partner with significant regional experience and resources in order to:
After searching and comparing several service providers found on the internet, the Client was impressed by Callbox’s track record in B2B lead generation and immediately penned a deal.
THE CALLBOX SOLUTION
Callbox set up an outbound telemarketing team to initiate a call-to-invite campaign to be followed by a lead generation/client profiling campaign.
Callbox identified 165 qualified leads which far exceeded the Client’s expectations month after month. The events attracted a strong turnout which gave the Client excellent marketing opportunities and proved to be an effective market entry point.
All prospects in the Client’s database were contacted and profiled resulting in a comprehensive database of sales-qualified leads which became an excellent platform for selling at senior level. With an optimized database, the Client’s salespeople were able to concentrate on the most profitable engagements and prioritize opportunities likely to be most productive.
THE CALLBOX SOLUTION
Callbox launched two campaigns Lead Generation through Telemarketing, and a Call-to-Invite Campaign.
Lead Generation Campaign
Callbox agents made calls to CIOs of companies from a list of prospects provided by the Client. Every call began with the introduction of the Client’s company, followed by an invitation to an introductory chat about the benefits of the Client’s support services with the Client’s Business Development Manager. Once a positive response was received, Callbox callers emailed information about the Client’s services and collected the prospect’s mobile number and preferred time of meeting. This information was entered into PipelineCRM, Callbox’s customer relationship management system, for the Client to review and follow-up.
The Client had previously sent email invitations to a list of prospects for the Oracle Leadership Forum. The Callbox Team’s task was to:
The Callbox callers collected contact information from prospects who signified their intention to attend the free leadership forum. They collected the attendees’ names, company names and email addresses for the Client’s registration files. Prospects who informed Callbox that they failed to receive invites to the event were sent invitations through email and received a confirmation call 48 hours later.
Both campaigns were executed quickly and immediately, giving the Client enough warm leads to follow-up right away, and a good number of attendees to their event.
The Client especially enjoyed working with the Callbox team, citing the team’s excellent communications skills and efficiency. The Client was also pleased with the convenience and flexibility of lead tracking and management with the use of Callbox’s PipelineCRM. Having received good quality leads following a successful company event, the Client plans to use Callbox’s services for future lead generation campaigns as well as promotional and invitational campaigns for company-sponsored events.
The Client needed a marketing partner to:
Generating a minimum of 30 webinar registrations per day required hundreds of calls and became challenging for Client’s in-house staff. Deciding to outsource for the first time, the Client chose Callbox for its extensive experience in B2B telemarketing.
THE CALLBOX SOLUTION
The Client approved a call-to-invite campaign in June 2010 with a team of eight Callbox telemarketers. Each agent was required to target a quota of four confirmed webinar registrations daily. The Client provided Callbox with a list of potential contacts from various IT organizations. Additionally, Callbox mined its own database of over 20 million records worldwide and segmented thousands of potential registrants in the US and Canada.
Callbox’s professional telemarketers contacted key prospects to introduce them to the potential of increased sales and lowered business costs through managed services. Leads that expressed interest and agreed to be contacted by the Client were registered for the webinar and then passed to the Client’s lead development team.
For almost three years now, Callbox has hit daily and monthly quotas consistently, bringing a total of 35,793 webinar registrations and counting. The success of the US and Canada campaigns inspired the Client to scale up to 20 Callbox agents at one point, and to expand its reach into the UK and New Zealand markets.
“I have been working with the Callbox team for over 12 months. They have acted as our introductory sales team for this period of time. They are a very professional team that responds to all of our needs in a very timely manner.
I love the fact that I do not have to deal with sick days or the day to day management of this team anymore. We simply set the objectives, collaborate on the scripting, and then they do their work.
I would highly recommend this team.”
Director Partner Development
January 21, 2011
“I am pleased to recommend Callbox. They have consistently worked with a collaborative attitude to ensure all processes are current and achieve all set key performance indicators. Whenever an issue did arise we worked through the issue in a timely and efficient manner so goals remained on target. They have a positive, easy to work with demeanor and strive to exceed performance expectations. I highly recommend their services.”
November 14, 2011
Giant Software Company Finds Callbox at the End of Quest for Sustainable Marketing Solution
Product/Service: Enterprise Software
Campaign Type: Call-to-Invite
An established multinational software manufacturer with 60 offices in more than 20 countries already has a huge database of potential clients it has compiled for almost three decades. It wants to maximize this resource by partnering with reputable lead generation company that would convert its contacts into customers. Callbox took the challenge.
No stranger to challenging situations, Callbox mapped out a strategy that included an RSVP campaign manned by its most experienced people to generate leads, and worked closely with the Client’s own team in qualifying and following up on targets prior to the seminar.
How did Callbox exceed the client’s expectations and won itself a slew of other contracts? Find out here.