Callbox’s Call-To-Invite Campaign Delivered ICT Leader From Buyout Concussions
The Client made history and proved its might in the technology sector when it completed a merger valued at approximately $60 billion with one of the biggest data storage companies, in 2015.
Although It was known to be the biggest tech deal ever, several roadblocks halted the deal’s success which affected the business in many different ways. One of those is product redundancy.
The Client’s newly acquired partner hosts several subsidiaries that were meant to augment technology bases and slope up the business but turned out to create a complex battleground, resulting in customer anxiety instead.
In the hope of driving awareness on customers about its new line of combined products and services, the Client decided to host a series of events.
- Successfully completed a 3-month region-wide Call-to Invite campaign for a multinational ICT company
- Worked out seamless outbound campaign activities that set the stage for the Client to deliver its message to its target audience
- Achieved key objectives in terms of best-fit accounts and highly-interested participants delivered
THE CALLBOX SOLUTION
Callbox and the Client methodized a three-month Call-to-Invite campaign.
The goal was for the Callbox team to invite target participants and register to the series of events that the Client will be hosting in different countries and schedules.
The discussions focused on automation and data security.
Account Research and Selection
- Callbox helped analyze and refine the Client’s ideal customer profile (ICP) that served as basis for identifying which companies to include as target accounts.
- Callbox improved the Client’s ideal customer profile (ICP) which served as a basis for identifying which contacts qualify best as target participants.
- Callbox then 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 prospects they want the outbound campaign to engage. The profiles consisted of detailed demographic and firmographic segmentations.
- Two buyer personas were designated as the campaign’s primary targets: mid-level IT managers or directors and mid-level network managers.
- The master contact list was segmented based on these two personas and further grouped according to industry and business size.
The three-month Call-to-Invite campaign concluded the key objective set for the project: to drive awareness on target customers about the new line of merged products and services as one brand.
The Call-to-Invite campaign delivered the following results:
First Month, Thailand
- Total calls made: 2,970
- No. of RSVPs: 70
- For follow up: 65
- Requested more information: 40
- Total positive contacts: 424
Second Month, Singapore
- Total calls made: 3,080
- No. of RSVPs: 80
- For follow up: 70
- Requested more information: 53
- Total positive contacts: 512
Third Month, Malaysia
- Total calls made: 1,776
- No. of RSVPs: 30
- For follow up: 40
- Requested more information: 25
- Total positive contacts: 115
Overall, the three-month Call-to-Invite outreach produced a total of 180 leads (confirmed attendees) as against the Client’s target of 100.
The leads delivered were best-qualified targets which turned in 55% conversion for the Client.
Targeted Lead Generation Speeds Up SG Digital Marketing Firm’s Expansion
As one of a handful of highly-specialized digital marketing companies in Singapore, the Client recently expanded into the influencer marketing space.
In 2017, the company unveiled their full-service influencer marketing package initially to the Hong Kong and Singapore markets. The Client was planning to follow this up with a full rollout in the rest of their APAC and North American segments in the next year.
The company wanted to accelerate the first phase of this expansion, so they decided to support their overall marketing efforts with targeted outbound tactics. The owner and CEO was convinced that outbound could be a “force multiplier” to inbound in terms of “scaling up direct touches.”
But with much of their expertise and manpower committed to the company’s core digital marketing business, the Client sought the help of third-party providers to handle the outbound campaign. The company looked at potential marketing partners that had:
- Proven ability to reach their target businesses in their initial markets of Singapore and Hong Kong (and later in other APAC and North American locations)
- Past experience handling campaigns in their priority industries
- Demonstrated domain knowledge and marketing expertise in the Client’s services
- Completed a targeted appointment setting campaign to boost an SG digital marketing firm’s product rollout
- Delivered results that significantly impact both funnel and pipeline growth
- Enabled Client to start next phase of market expansion
THE CALLBOX SOLUTION
One of the Client’s longtime digital marketing customers recommended Callbox as a possible outbound provider. After a thorough review of each potential vendor, the Client went with Callbox, mentioning how the latter “scored highly” in all the criteria they laid out.
A three-month appointment setting campaign was then planned and implemented. The campaign’s main goal involved driving awareness and booking sales meetings for their recently-launched influencer marketing platform. Some key campaign activities include:
The three-month campaign ran for a total of 66 days spanning much of Q3 2018 and early October of that year. The results met the Client’s expectations in a number of key performance areas:
- 48 qualified appointments (which the Client considered near-term sales opportunities)
- 80 completed leads (which the Client will still transfer to their sales team but require more follow-ups)
- 116 requests for information (which represented significant marketing funnel growth)
Given these results from the initial campaign, the Client wants callbox to handle its upcoming outbound initiatives for the next stages of its expansion.
SaaS HR Firm Speeds Past 2.5x Sales Pipeline Growth with Callbox
Building on the success of its cloud-based time attendance management solution, the Client recently rolled out a more internationalized version of its flagship product. As of February 2018, the current platform served 9,500 companies with over 600,000 users, mostly located in Japan.
To accelerate its customer acquisition initiatives, the Client sought to expand into several key Southeast Asian countries. The Client’s own research indicated a strong potential for tight product-market fit in the region, placing Southeast Asia as the next major growth driver for the company.
By providing an open API that allowed global customers to integrate any payroll system with the Client’s suite of HR software solutions, the company aimed to bring its product portfolio in front of a broader group of potential customers.
But first, the company needed help with a key part of their customer acquisition strategy: direct outreach. The Client relied both on inbound and outbound marketing channels to capture and convert prospects, but they felt their outbound efforts could use a boost.
Before partnering with Callbox, the Client’s marketing team was generating an average of 6 booked appointments for their sales reps per month. The Client decided to outsource their outbound activities instead of hiring full-time staff to handle prospecting, so that the company could assign their internal people into lead nurturing and lead conversion roles.
- Designed and launched a targeted appointment setting campaign for a cloud-based HR software company
- Helped the Client’s expansion push into Southeast Asian markets
- Contributed 2.5x faster sales pipeline growth
THE CALLBOX SOLUTION
Callbox has a long track record of planning and managing successful targeted marketing campaigns for B2B SaaS companies in Southeast Asia. That was one of the main reasons why the Client chose Callbox from a shortlist of marketing agencies.
A pilot three-month campaign was first carried out to gauge the program’s impact on the Client’s sales pipeline. With the pilot run’s results exceeding all key targets, the Client gave the go-ahead for a one-year appointment setting program, which is wrapping up its fifth month at time of writing.
Callbox created an integrated appointment setting strategy that combined phone, email, and LinkedIn touch points. The program consists of three main campaign activities:
Identifying and profiling potential customers
- Callbox and the Client worked out the specifics of the target companies and relevant decision makers based on the Client’s ideal customer profile (ICP).
- The Client wanted to target construction, manufacturing, wholesale trade, retail trade, services, and logistics companies in Singapore and Malaysia with at least five employees.
- From the specifications, a list of HR, IT, Finance, and other key managers was prepared and submitted to the Client for approval.
Carrying out multi-touch, multi-channel outreach
- The Callbox team designed and executed an outreach cadence consisting of targeted emails, one-on-one sales conversations, and LinkedIn marketing.
- The touch points were initially set based on the project’s objectives and timeline, and later fine-tuned according to campaign results.
- The overall program was carried out by a dedicated team that had in-depth experience in marketing campaigns for SaaS solutions, with each channel handled by specialists.
Qualifying, following up, and verifying prospects
- Agents engaged the target decision makers through live conversations designed to gauge fit and interest.
- The outreach cadence also included nurture paths for following up prospects and ensuring that all booked meetings took place as scheduled.
- The entire project was managed using Callbox’s marketing tech stack which is powered by Pipeline CRM (Callbox’s proprietary CRM tool).
The program has now completed a three-month pilot run and is now finishing up the fifth month of the main (one-year) phase. The results so far have consistently exceeded the Client’s targets, and the sales appointments Callbox generated have significantly expanded the Client’s pipeline.
The initial three-month test campaign yielded a total of 51 qualified appointments, which was 8.5 times more than what the Client could produce. Meanwhile, the main phase of the program has delivered 65 qualified appointments as of press time.
This means that, throughout the engagement so far, Callbox has managed to hand off an average of 15 qualified appointments per month, which is almost 2.5 times what the Client’s in-house team can generate.
Aside from appointments, the two campaign phases also yielded 161 completed leads, which are prospects that match the target customer profile but require further nurturing by the Client’s in-house team.
Branding Consultancy Grows in SE Asia with New Prospects and Event Attendees
- Launched a Southeast Asia-wide campaign that connected with top-level marketing decision makers
- Handed off 124 warm prospects and 9 qualified appointments
- Registered 36 event attendees; 4x more than targets
In 2013, the Client’s Singapore office signed up for a three-month pilot appointment setting campaign with Callbox. The company wanted to outsource some of their prospecting responsibilities, so that their in-house team could focus on opportunities further downstream.
Right around the same time, the Client was also ramping up its direct marketing activities across Southeast Asia. The company had a number of inbound and outbound marketing initiatives for driving awareness and demand toward its brand management solutions.
One of these was direct outreach activities that targeted various executive and senior-level marketing-related roles at Southeast Asian companies. The main goal of these efforts typically included profiling key accounts and booking introductory meetings for the Client’s consultants.
The Client also hosted live events as part of its customer acquisition strategy. These were usually 1-hour, invitation-only seminars on branding-related topics held at different locations in the region. The target attendees for these in-person events also consisted of senior marketing and sales decision makers.
THE CALLBOX SOLUTION
Callbox registered 36 event attendees—more than four times than the target.
Going into the appointment setting campaign, the Client’s main metrics included number of qualified appointments and number of hand-raisers (warm prospects). As for the Call-to-Invite campaign, the primary KPI was number of registered attendees.
The campaign generated a total of 9 qualified appointments from the target areas of Indonesia, the Philippines, and Thailand. The campaign also produced a total of 124 warm prospects for the Client.
There were a total of 36 registered attendees handed off in the Call-to-Invite campaign. These included 33 registered attendees for the Client’s Thailand seminars (which was more than four times what the company had targeted for Callbox).
Callbox Boosts Event Turnout for Cloud Provider, Hands Over 1,000+ New Prospects
- Carried out 3 successful event marketing campaigns for the Client
- Generated 353 total registered event attendees
- Added 1,050 new prospects to the Client’s pipeline
As a leading brand in the CRM market, the Client regularly organizes and hosts in-person events throughout different parts of the world. These tradeshows and conferences, including its annual flagship event, typically draw huge numbers of attendees and receive extensive media coverage.
For its Asia-Pacific calendar, the company had a series of live events lined up for 2017. These events—which were scheduled for January, April, and July—would showcase the Client’s insights on how top-performing marketers succeed with customer-centric strategies driven by digital tools.
The Client planned to host each of the events in both Singapore and Hong Kong, targeting CMOs, marketing directors, sales directors, marketing managers, and other persons in charge of marketing and sales at organizations based in the two cities. The three events included separate programs for SMB and mid-market/general business (MMGB) audiences.
The company partnered with Callbox after being introduced by one of Callbox’s long-time clients in the software space. The Client intended to add targeted, one-on-one outreach into the event promotion mix, and wanted to see how Callbox’s Call-to-Invite package would be able to help boost registrations for its January event.
The initial campaign’s results met the company’s expectations, and The Client decided to work with Callbox for the April and July live events.
THE CALLBOX SOLUTION
A Call-to-Invite campaign was planned for each of the three events. The three campaigns combined email outreach and live phone conversations to engage attendees and prospects throughout the event cycle.
STEP 1. LAYING DOWN THE GROUNDWORK
Prior to the start of each campaign, callbox closely worked with the Client to thoroughly prepare for the Call-to-Invite activities:
- Hand-picked and briefed the campaign team, which included calling agents and email specialists
- Created the Client’s account on Pipeline, Callbox’s lead management platform, and integrated The Client’s event partner Revolution 360 into the loop
- Developed the campaign collaterals, including email templates and call scripts which were reviewed by the Client
- Compiled the target list based on the Client’s ideal attendee profile (table below shows record counts for all three campaigns)
STEP 2. CONTACTING AND INVITING POTENTIAL ATTENDEES
The pre-event outreach cadence started one month prior to each scheduled conference. The Callbox team segmented potential attendees according to location (Singapore or Hong Kong), business size (SMB or MMGB), and target industry.
- Launched the pre-event cadence with initial email invites
- Followed up the initial emails with phone calls and another batch of targeted email send-outs
- Helped contacts complete the registration process
- Called up registered attendees two days before the event to confirm attendance
STEP 3. FOLLOWING UP AFTER THE EVENT
To maximize conversions, Callbox executed a post-event follow-up cadence after each conference.
- Sent a personalized thank-you email two days after the event
- Contacted attendees in order to screen them as qualified opportunities
- Reengaged registered attendees who were not able to attend as well as reached out to other contacts in the campaign
Going into each campaign, the Client focused on the number of registered attendees as the primary KPI to gauge the Call-to-Invite campaign’s success. The following table summarizes the number of registered attendees from the three campaigns:
In addition, the three campaigns also generated 1,050 new prospects for the Client. This consisted of 394 follow-ups and 656 requests for information.
The Client was very pleased with the results of the three Call-to-Invite campaigns. The first campaign exceeded their expectations that they increased the number of calling seats for the March-April and June-July campaigns. The company has also decided to continue partnering with Callbox for its upcoming Asia-Pacific events.
B2B Events Firm Gets Solid Registrations from Long-Term Partnership with Callbox
- Launched multiple successful campaigns for Asia’s largest B2B events organizer
- Generated 1,207 registered attendees for one of the Client’s trade shows
- Handed off a total of 1,249 warm prospects and 2,771 profiled contacts
Since 2014, one of Singapore’s major professional and industry events organizer has been working with Callbox to help promote several of their B2B events in Asia.
When the Singaporean event company was acquired by the Client in 2016, Callbox remained the organization’s official marketing partner tasked with handling their portfolio of high-profile tradeshows and conferences, including:
EVENT A – An annual event billed as Asia’s largest conference for professionals and businesses in the global telecommunications industry that typically draws more than 40,000 attendees
EVENT B – A biennial trade event for the food and hospitality industry that features exhibitors from 70 countries and attracts more than 47,000 visitors
EVENT C – An annual international event that highlights trends in the professional audio, film, digital media, and broadcasting industries
EVENT D – A leading trade event and conference held every two years that showcases Asia’s oil and gas industry, attended by more than 18,000 visitors
EVENT E – A biennial industry event for Asia’s machine tools, precision engineering, and metalworking sectors that generates more than 12,00 attendees in event turnout
EVENT F – A paid, annual event that focuses on IT security and cyber threats, widely considered as the top InfoSec industry conference in Asia
While each event has its own unique requirements, the key challenge is to connect with the right number and the right kind of attendees to impact event turnout. Also, with so many live projects lined up in its calendar, the CLIENT faces very tight time tables to prepare and generate enough buzz for each event.
THE CALLBOX SOLUTION
Throughout its four-year partnership with the CLIENT and its Singapore subsidiary, Callbox planned and launched an end-to-end event marketing campaign for each of the live event mentioned earlier. With the exception of the infosec-focused conference, Callbox has ran multiple campaigns for each of these events.
Each campaign centered around using targeted outreach through a mix of different marketing channels (phone, email, and social media) to engage attendees and prospects at key points in the event process.
A. Setting up the campaigns
Before each campaign began, Callbox and point persons from the CLIENT worked out a campaign plan and completed the needed preparations.
- THE CLIENT was assigned a campaign team that handled all aspects of the event marketing activities.
- THE CLIENT reviewed the call scripts, email templates, and other campaign materials prepared by Callbox.
- THE CLIENT also provided the list of target attendees which Callbox would update and profile (the next figures show record counts and target industries for each list):
B. Profiling and screening potential attendees
One month prior to each event, the team started the pre-event outreach activities. Aside from sending out invites, completing registrations, and confirming attendees, the Callbox team also scrubbed and cross-checked the target attendee list.
Since database profiling played a crucial role in each campaign’s success, Callbox devoted a great deal of time and resources to thoroughly validate and enrich each database record through desktop research combined with email and phone verification.
- THE CLIENT wanted the campaigns to focus on driving online pre-registrations and to collect deeper intelligence on each potential attendee.
- For the paid infosec event, Callbox coordinated with reps from the Client’s subsidiary to handle contacts who wanted to find out more about payment details and other information.
- The machine tools/precision engineering campaigns focused exclusively on data profiling.
C. Following up and converting prospects
The post-show re-engagement phase of each campaign was launched two days after the event. This step began with a personalized thank-you email and continued with a series of follow-up phone calls.
- Callbox prioritized registered attendees who came to the shows, and the team also reconnected with other prospects.
- Each contact was thoroughly screened based on the CLIENT’s requirements before hand-off.
- Throughout each campaign, the CLIENT kept track of each prospect’s status through Pipeline CRM.
In all, the campaigns generated the following results in terms of registered attendees and other KPIs:
To date, the CLIENT continues to partner with Callbox for targeted promotion of its in-person events. Callbox will be handling pre-event and post-event outreach for all upcoming conferences and exhibits hosted by the CLIENT in Asia.
Utility Gains Omni-channel Inbound and Admin Support with Callbox
In 2013, the Client faced a number of business challenges that prompted a thorough review of the company’s internal processes. An increase in the frequency of power outages and multiple billing disputes caused a spike in consumer complaints. This, in turn, overstretched the company’s customer welfare desk, leading to long hold times and request backlogs.
Understaffed and struggling to meet customer demands, the Client decided to farm out part of their customer care operations to a local contact center, which handled phone-based customer care, billing follow-up, and notification campaigns.
But nine months into the outsourcing program, results showed only a minimal performance improvement in terms of resolution rates, ticket backlogs, and satisfaction scores.
Further review of the Client’s customer service processes revealed that it needed to overhaul many of its inbound and admin workflows. Customers were reaching out to the company through other channels than phone, but the Client has yet to adequately cover those other touch points.
The Client also understood the need for having a unified view of each customer for better reporting and case management, since customers often found themselves repeating the same requests and complaints to different customer service reps, while reps persistently experienced difficulties in updating and retrieving customer information.
It was clear that the company’s outsourcing requirements went beyond processing inbound customer calls.
• Provided back office and administrative support for utility customer service desk through phone, email, and chat
• Streamlined key steps in customer service workflow through process management
• Enabled seamless CRM integration and (later) migration to client’s internal system
THE CALLBOX SOLUTION
In 2014, the Client switched providers and entered into a two-year outsourcing contract with Callbox, having chosen the latter for its multi-channel customer service capabilities, broad range of outsourced back office solutions, and comprehensive process management tools. The contract was renewed in 2016, in which the Client doubled the number of Callbox agents handling the project.
Upon signup, Callbox then closely collaborated with PECO to evaluate and recommend improvements to many of the key inbound activities in its customer service desk, including:
- Customer Care and Support
- Billing and Payment
- Complaint Resolution
- Hotline and Dispatching Services
- Notification Campaigns
- Outage and Emergency Reporting, and internal coordination with the Switchboard and Field Trouble Shooting Teams
- Customer and Market Research
To carry out these roles, Callbox had originally assigned a dedicated six-person team consisting of five full-time specialists and a support staff. This was later increased to 12 agents during contract renewal in response to a growing customer base and largely positive results in the initial two years.
Some of the team’s main responsibilities include back office and administrative tasks such as:
- Answering email and chat inquiries
- Assisting with inbound and outbound calls
- Documenting and routing complaints to the appropriate departments
- Processing account inquiries and billing disputes
- Following up on bills and late payment notifications
- Accessing and updating customer records in CRM
Throughout much of the outsourcing program, Callbox provided the CRM platform and ensured seamless integration with the Client’s internal system. In August 2018, data from back office and administrative activities handled by Callbox have been migrated to the Client’s own CRM without disrupting any customer service process.
The Client’s outsourcing program with Callbox is now in its fourth year, and Callbox remains a key strategic partner for the company.
By transferring much of the back office and administrative workload to the Callbox team (plus leveraging its omni-channel and process management capabilities), the company’s customer welfare desk has been able to focus on core activities that resulted in:
- 85% rep occupancy rate (up from 62%)
- 27% Reduction in average case handling time
- 32% increase in daily case resolution rate
- 19% improvement in median case quality scores
Callbox Seamlessly Pivots Campaign as HR Software Firm Rebrands
With over 20 years’ experience providing award-winning recruitment software to the likes of Morgan Stanley, NBC Universal, and other high-profile customers, the Client recently underwent a major strategic pivot. The shift in focus sought to realign the Client’s various offerings in its US, UK, and APAC divisions under a single global identity.
As part of its new business direction, the company also unveiled a new suite of enhanced talent acquisition tools. This move aimed to further strengthen the Client’s position as a key technology partner for modern HR and recruitment teams.
To support its recent refocus and product rollout, the Client planned a series of marketing initiatives designed to:
- Increase awareness of its new value proposition through live events, especially in markets that still offered room for growth
- Generate opportunities with companies that show a clear need and fit for the Client’s offerings through targeted marketing campaigns
The plan started out with Southeast Asia as its main priority. The company decided to look for a third-party agency that can help it quickly gain a foothold in all three markets
• Launched a 2-part, APAC-focused campaign that covered database profiling and appointment setting for a UK-based HR software company
• Kept campaign seamlessly on track as Client’s objectives shifted due to ongoing rebranding efforts
• Accelerated Client’s expansion into Singapore, Hong Kong, and Malaysia with qualified sales appointments, profiled contacts and potential accounts
THE CALLBOX SOLUTION
Callbox partnered with the Client and put together a campaign plan jointly with the company. The plan originally consisted of an event marketing phase and an appointment setting phase. The event marketing part of the campaign was intended to boost signups for the Client’s series of webinars scheduled for the second and third quarters.
But the company’s ongoing business pivot meant the campaign requirements could change at any time. Prior to the start of the event marketing phase, the Client decided to prioritize targeted opportunity generation through direct outreach instead of live events.
As a result, both Callbox and the Client agreed to replace event marketing with a thorough database profiling program for the campaign’s first stage. Without altering the campaign timeline or incurring delays, the Callbox team put together a revised campaign plan which the Client reviewed and approved well before the original starting date.
The two-part campaign has already completed the Database Profiling phase and is currently in the second month of the Appointment Setting stage. The profiling activities (which ran for one month) resulted in 565 contacts profiled and 147 potential accounts identified.
The campaign’s appointment setting leg has so far delivered 12 qualified appointments after one month of activities. Most of the appointments were generated near the end of the third week as the initial outreach and lead nurturing efforts done at the start of the program began converting.
Cloud Consulting Firm’s Sales Outlook Drifts Higher with Callbox
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.
The company recently refocused its marketing initiatives toward growing the customer base for its three industry-specific modules: industrial, professional services, and AX users. Part of its new customer acquisition strategy called for targeting prospects throughout the U.S via outbound channels.
Being a small company (with only 35 employees), the Client clearly needed some outside help carrying out many of its marketing activities. Past experience has taught the company that its small team of in-house sales reps was best deployed following up qualified leads and nurturing opportunities, instead of spending a great deal of their time prospecting.
Once the company finalized its requirements, the Client began looking for a potential outsourcing partner that could:
1. Identify accounts that fit the target customer profile for each of the Client’s three modules
2. Qualify contacts for each identified account by gauging purchase intent and solution fit
3. Collect additional prospect information to be used by its in-house reps
• Completed a 6-month US-wide appointment setting project for a leading enterprise cloud consulting firm
• Generated high-value sales appointments for conversion within the next 12 months
• Increased prospect quantity and quality by combining phone calls with emails and social media
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 then put together a 6-month appointment setting program consisting of six monthly campaigns. Each campaign focused on a specific segment for the company’s three main modules. The entire project made use of live phone outreach integrated with email and social media activities.
The six campaigns ran for a total of six months. In each of the campaigns, a good part of the first half was spent warming up prospects and doing research. This meant that much of the initial campaign activities focused on email marketing and social media. For the entire project, emails and LinkedIn produced the following results:
• Email delivery rate: 99.4%
• Email open rate: Up to 38.3%
• Email reply rate: Up to 5.13%
• LinkedIn connections: 1,492
• LinkedIn groups: 144
• LinkedIn leads: 6
Live conversations with prospects generated the following results:
• 21 qualified appointments
• 2 completed leads
Most of these results were recorded during the closing stages of each campaign. The Client says that all 21 appointments meet their sales criteria, so they expect to convert around half (or 11) of these prospects within the next 6 to 12 months.
IT Security Provider Taps into APAC Markets with Callbox Campaign
The Client is looking to capture a huge part of the growing demand for smart cards and personal identification applications in the APAC region. In particular, the company aims to grow sales of its card printers/encoders and its ID card design software suite.
In line with this, the Client’s strategy calls for targeting organizations that issue cards to employees or members in order to position its solutions as an alternative to legacy systems or other secure identity brands. The value proposition for its products and services revolves around flexibility, scalability, reliability, security, and affordability.
Currently, the Client focuses on two key markets: Australia and the Philippines. Its target companies in Australia include golf clubs, yacht clubs, sailing clubs, football clubs, rugby clubs, and other organizations with regular members. For the Philippines, the Client wants to reach out to manufacturing and BPO companies.
This year, the Client has been moving more toward outsourcing marketing activities in the awareness stage of its sales funnel. The company wants its in-house team to concentrate on nurturing and following up opportunities, while letting a third-party agency do much of the prospecting and lead generation heavy-lifting.
Aside from delivering cost savings and productivity gains, the Client requires its marketing partner to have deep familiarity with its target markets and must be able to effectively communicate its value proposition.
- Carried out a successful appointment setting campaign for a leading IT security company
- Met all campaign objectives by the end of the project
- Delivered highly-qualified sales opportunities and actionable marketing intelligence
THE CALLBOX SOLUTION
The Client selected Callbox after a thorough evaluation process, citing Callbox’s proven track record of successfully managing campaigns for complex-sale IT products in the APAC region.
Representatives from the Client and Callbox then hammered out a campaign plan whose main goal was to engage prospects via live phone conversations enhanced with email and other channels. The primary focus of each touch point was to sell the benefits of the Client’s secure card printer/encoder and ID personalization uite in order to book an appointment with a rep from the Client.
The campaign ran for 3 months and generated a total of 82 qualified appointments (SQLs) and 104 completed leads (MQLs). The bulk of these appointments and leads were produced during the latter half of the campaign, since much of the first half was spent warming up prospects and collecting additional information.
In addition to leads and appointments, the campaign also gathered vital marketing intelligence for the Client. The Callbox team uncovered which security identity brands were in use, prospects’ feedback on these brands, and reasons for sticking with the status quo.
Since the 82 appointments handed off by the Callbox team are highly qualified sales opportunities, the Client believes it can convert 20% to 30% (15 to 25) of these SQLs into customers within the next three months.