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Freight Expert Built New Customer Source with Callbox ABM Lead Gen Campaign

The Client

The Client is an international and domestic freight forwarding company and third-party (3PL) logistics provider that offers customised solutions across every aspect of the supply chain, including freight forwarding, logistics and customs-related services.

The Challenge

In its goal to become more competitive in the market, the Client opted to expand its outbound customer acquisition efforts with a more proactive approach, and employed a lead generation and appointment setting campaign to complement their marketing efforts.

The Callbox Solution

Callbox designed an Account-Based Marketing Lead Generation & Appointment Setting campaign for the Client which consisted of:

  • Account-Based Multi-Channel Lead Management which utilized voice, email, chat, social media and mobile.
  • Sales Enablement & Support including training, setup and back office sales support.
  • Tools & Subscriptions to Callbox Pipeline and HubSpot CRMs.
  • Account Management which includes strategy building, reporting and product knowledge.

The goals were for the Callbox team to develop a new lead source and increase the number of appointments in their CRM through appointment setting and email marketing.

Account Research and Selection

  1. The Client specified their target industries and relevant contacts.
  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. Air/Sea Division Manager for Freight; and Trade Compliance Manager, Shipping Officer, Procurement Manager, Supply Chain Manager, Controller, PIC of Imports/Exports for Shippers
  2. The profiles consisted of detailed demographic and firmographic segmentations.
  3. Callbox qualified prospects that had a current need of any of the Client’s services.

Results

Overall, the 3-month Lead Generation and Appointment Setting campaign delivered 45 Appointments and 194 MQLs.

Callbox ABM Campaign: A Market Success Mover for Global Logistics Firm

The Client

The Client is an Australian transportation and logistics company with operations in road, rail, sea, air, and warehousing.

The Challenge

The Client widely supports the rapid business growth in the retail and healthcare industries in Asia Pacific, and putting up more offices and warehouses in the region will not only pave for market opportunities, but will help them reach and serve more customers with cutting edge logistic services. All they needed to achieve this goal was a well-profiled database and the right outsourced lead generation staff in place.

The Callbox Solution

Callbox designed a Lead Generation and Appointment Setting campaign which consisted of Contact base Profiling and Email Marketing which was carried out through:

  • Multi-Channel Lead Management which included voice, email, chat and social media.
  • Sales Enablement & Support that provides training, setup and back office sales support.
  • Tools & Subscriptions and utilization of the Callbox Pipeline and HubSpot CRMs.
  • Account Management which is composed of strategy building, reporting and product knowledge.

Account Research and Selection

  1. The Client specified their target industries and relevant contacts.
  2. Callbox filtered the Client’s target RCs 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 of any of the Client’s services.

Results

Overall, the Lead Generation and Appointment Setting campaign delivered 120 Appointments, 118 MQLs and 286 Social Media Connections.

Mobile Commerce Lead Closed 8 Deals in 6 Months with Callbox

The Client

The Client specializes in Customer Experience Management solutions, and one of the first leading luxury businesses in Asia that provides sales and marketing tools for businesses to retain and engage better with their customers.

The Challenge

In its quest to become Asia’s leading mobile commerce platform solutions and customer experience management company, the Client took a step forward to digitally transform itself from a traditional business into developing disruptive technology solutions.

With a new product on hand, the Client spanned business in the Asia Pacific, and Singapore was the pilot market. However, they lacked database sources and needed marketing and sales support.

The Callbox Solution

Callbox designed a one year Account-Based Marketing Lead Generation and Appointment Setting campaign package which consisted of:

  • Account-Based Multi-Channel Lead Management which included voice, email, chat, social media and webinar channels
  • Sales Enablement & Support that provided training, setup and back office sales support.
  • Tools & Subscriptions utilization to Callbox Pipeline and HubSpot CRM.
  • Account Management which consisted strategy building, reporting and product knowledge.

The goals were for the Callbox team to:

  • Promote the Clients products/solutions to target audience
  • Reach out to prospects through email and connect via LinkedIn
  • Callbox to regularly report and update the Client about campaign status
  • Call and inform prospects about Singapore’s Digitalisation Initiative for SMEs

Below is the two-step campaign process:

Account Research and Selection

  1. The Client specified their 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 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 decision maker profiles of the prospects that they want the outbound campaign to target. The profiles consisted of detailed demographic and firmographic segmentations.
  2. DMs that were identified as the campaign’s primary targets were Business Owners, Managing Directors, General Manager, Marketing Manager
  3. The master contact list was segmented based on these personas, and was further grouped according to industry type.

Results

The campaign is currently running and has so far delivered a total of 96 Sales Appointments, 23 Marketing Qualified Leads, 48 Requests for more information, 118 Callback, 51 Potential Leads and 153 Social Media Connections. The campaign’s second term was capped with 8 Closed Deals.

Data Was Not Enough, Global Information Firm Employed Callbox To Score More Clients

The Client

The Client is a leading global information services firm, gathering, analysing and processing data through expert services like credit and information, decisioning and analytics and data quality.

The Challenge

The Client works on vast data sets from global resources which they transform into industry-leading business insights. To ensure that these insights are accurate and timely before submitting to clients, they keep an IT infrastructure with high reliability and efficiency.

Aside from harnessing the power of data, the Client wanted to personalize the approach to meet and stay ahead of customer need and expectation, so they decided to employ an equally reliable marketing strategy that would engage and nurture prospective clients through the buying process.

The Callbox Solution

Callbox designed an Account-Based Marketing Lead Generation & Appointment Setting campaign for the Client which consisted of:

  • Account-Based Multi-Channel Lead Management which utilized voice, email, chat, social media and mobile.
  • Sales Enablement & Support including training, setup and back office sales support.
  • Tools & Subscriptions to Callbox Pipeline and HubSpot CRMs.
  • Account Management which includes strategy building, reporting and product knowledge.

The Callbox team was to call prospects that have a need to access accurate data and solutions to help them target the right customers, get paid on time and collect debts efficiently, and set them a meeting with the Client’s consultants.

Below is the two-step campaign process:

Account Research and Selection

  1. The Client specified their 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 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. The profiles consisted of detailed demographic and firmographic segmentations.
  2. Identified as the campaign’s primary targets: Chief Compliance Officer, Chief Ethics Officer, Chief Security & Risk Officer, Chief Audit Executive, Senior VP or Head of Risk, Head of Anti-Bribery & Corruption, Head of Corporate Security, Head of Procurement, Head of Fraud Prevention, Director of M&A Activity, IT Risk Managers, Financial Crime Analysts, Due Diligence Analysts
  3. The master contact list was segmented based on these targets and was further grouped according to industry type.

Results

Overall, the 6-month ABM Lead Generation and Appointment Setting campaign produced a total of 77 Sales Appointments, 7 Marketing Qualified Leads, 16 For Callback, 48 For Follow Up and 227 Social Media Connections.

Robotics Firm Found New Distributors with Callbox Lead Generation Campaign

The Client

The Client is a Danish company, specializing in developing and manufacturing end-effectors or End-of-Arm tooling (EOAT) for collaborative and light industrial tools, and provides gripping and sensing technologies for companies that are into industrial automation.

The Challenge

Technology has come of age, and many see it as a potent tool for business; thus, despising human capability at times. 

The Client, however, has a clear view of collaborative applications that leverage both machine and human potentialities. They manufacture products that enable their customers’ workforce to work side-by-side with collaborative robots to achieve faster and better productivity. This principle applies in every product they manufacture, and in the message they want to convey to the target audience.

They have worked with several outsourced marketing providers before, but the campaigns did not generate good results. The lack of channels to reach potential prospects to convey their message was seen to have caused poor campaign performance.

The Callbox Solution

Callbox designed an ABM Lead Generation & Appointment Setting campaign which consisted of:

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

The Goals

  • The Callbox team was to call and qualify new potential distributors across South East Asia, Oceania, Taiwan and India
  • To set phone or telecon with prospects for the Client’s sales team

The campaign involved two key steps:

Account Research and Selection

  1. The Client specified target industries 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 were designated as the campaign’s primary targets were Managing Director, CEO, GM, Engineering Manager/Director, Technical Manager/Director, Sales Manager/Director, 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 Lead Generation campaign produced 167 Sales Qualified Leads, 78 MQLs, and 297 Social Media Connections (with 65 inmail replies or 33%).

Callbox Lead Generation Powers Up Software Startup

The Client

The Client is a software development startup, serving clients from different verticals across the globe, building Web, Mobile, Analytics, Machine Learning, Blockchain, and RPA solutions.

The Challenge

The Client aims to provide a progressive and wide range of quality skills and services to facilitate end to end solutions for different IT needs. In order to fully achieve this goal, they looked for other marketing strategies that they can use to reach out more prospects that have a need for any of their services.

The Callbox Solution

Callbox designed an Account-Based Marketing Lead Generation & Appointment Setting campaign for the Client which consisted of:

  • Account-Based Multi-Channel Lead Management which utilized voice, email, chat, social media and mobile.
  • Sales Enablement & Support including training, setup and back office sales support.
  • Tools & Subscriptions to Callbox Pipeline and HubSpot CRMs.
  • Account Management which includes strategy building, reporting and product knowledge.

The Callbox team was to call prospects who were interested to know more or have a requirement for any of the product offerings of the Client, and agreed to speak with a specialist via phone or office meeting for a product demo.

Below is the two-step campaign process:

Account Research and Selection

  1. The Client specified their 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. allbox 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. The profiles consisted of detailed demographic and firmographic segmentations.
  2. Identified as the campaign’s primary targets: CEO, Managing Director, CIO, CTO, IT Director/Managers
  3. The master contact list was segmented based on these targets, and was further grouped according to industry type.

Results

Overall, the six-month Lead Generation and Appointment Setting campaign produced a total of 97 Sales Appointments, 6.62% Email Open Rate, 144 MQLs and 122 Social Media Connections.

Vet Digital Marketing Firm Snapback with Callbox ABM Lead Generation Program

The Client

The Client is a top-rated and most-awarded digital marketing firm in the United States who has been providing digital marketing solutions like SEO solutions and Content Marketing, Social Media Optimization and Analytics to a diverse range of industries in the US for over two decades.

The Challenge

The Client’s world-class and award-winning service has put more than 4000 brands in front of billions of people on social media and the web, and have helped deliver these happy clients’ messages to their target customers.

However, the phenomenal traffic inflows and impressive search engine rankings that they have been enjoying for years were disrupted by tough market competition which gave customers a vast option of providers to choose from, making every digital marketing company in the industry all look similar with one another. This has impacted the Client’s customer acquisition tactics.

The Callbox Solution

Callbox designed an account-based marketing lead generation and appointment setting campaign which utilized multiple channels like voice, email, web and social media. The campaign was sealed in a two-term contract.

The goal was for the Callbox team to generate leads and set appointments for the digital marketing leader’s consultants with qualified prospects who have the need for SEO solutions, Online Reputation Management, Website Development and creative and press article writing services. The campaign involved two key steps:

Account Research and Selection

  1. The Client specified target industries and decision makers.
  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 target decision makers for the Callbox team to reach out which consisted of detailed demographic and firmographic segmentations.
  2. The buyer personas designated as the campaign’s primary targets were Marketing Managers/Directors and executives, Branding Managers/Directors and executives, Social Media Strategists, Digital Marketing Managers/Directors, and executives, C-suite
  3. The master contact list was segmented based on these personas, and was further grouped according to industry type.

Results

Overall, the six-month ABM Lead Generation and Appointment Setting campaign produced a total of 96 appointments, 37 marketing qualified leads, and 387 social media connections.

Callbox Caused Significant Pipeline Growth for Cybersecurity Lead

Old Title: Callbox Helped Decode Issues And Brought Significant Sales Uptick For 5-Star Cybersecurity Software Provider

The Client

The Client is one of the trusted names in cybersecurity in the IT industry. They are a team of bold malware hunters, software engineers, and security industry veterans, and their innovative technology has been awarded six patents since inception.

The Challenge

Apart from market expansion, the Client also needed to further educate their target customers that their anti-malware tool does more than just removing known viruses, but can isolate and remove trojans, block or flag malware, and detect threatening files and behaviours that are common in viruses.

Although they regularly send out news and updates about their product and never miss to hold webinars and in-person events, the cybersecurity leader still opted to hire a third-party provider to help them speed up information dissemination to target customers and generate appointments to grow their sales pipeline.

The Callbox Solution

Callbox designed an Account-Based Marketing Lead Generation and Appointment Setting campaign which consisted of:

  • Account-Based Multi-Channel Lead Management which included Voice, Email, Chat, Web and Social Media.
  • 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 generate leads, and set either zoom or face to face meetings with qualified decision makers. 
  • Manage the Client’s database by keeping the accounts well-profiled and updated.

The campaign involved two key steps:

Account Research and Selection

  1. The Client specified their 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 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. The profiles consisted of detailed demographic and firmographic segmentations.
  2. The campaign’s target prospects were IT Director, CTO, CIO, Desktop Manager, IT Security Manager, Security Architect, CISO, Desktop Administrator
  3. The master contact list was segmented based on these personas and was further grouped according to industry type.

Results

Overall, the six-month Lead Generation and Appointment Setting campaign produced a total of 40 Appointments, 218 Marketing Qualified Leads, and 242 Social Media Connections.

Callbox’s Call-To-Invite Campaign Delivered ICT Leader From Buyout Concussions

Old Title: Callbox’s Call-To-Invite Campaign Delivered ICT Leader From Buyout Concussions

The Client

The Client is a global computer technology pioneer that develops, sells, repairs, and supports computers and related products and services. They empower countries, communities, customers and people to use technology solutions that help them do and achieve more.

The Challenge

The Client made history and proved its might in the technology industry when it completed a merger with one of the biggest data storage companies valued at approximately $60 billion. The deal was known to be the biggest tech deal ever, but several roadblocks delayed the project’s success, such as product redundancy, which impacted the Client’s business. It’s newly acquired partner is host to several subsidiaries that were meant to augment technology bases and scale the business, but the merger kicked off in a complex battleground, which resulted in customer anxiety. The Client decided to host a series of webinars to boost awareness among its target customers.

The Callbox Solution

Callbox designed a Webinar Event and ABM Lead Generation campaign which consisted of:

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

The Goals

  • The Callbox team was to invite participants to the Client’s series of events in different countries and schedules. 
  • Call attendees to generate interest to speak with the Client’s consultants about automation and data security
  • Keep the database up to date and accurate

Account Research and Selection

  1. The Client specified 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 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 in. The profiles consisted of detailed demographic and firmographic segmentations
  2. The campaign’s primary targets were  IT Manager, Network Security Manager, Networking Manager
  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 six-month Webinar campaign delivered 360 RSVPs, and the Lead Generation campaign resulted in 180 Sales Qualified Leads, and 293 Marketing-Qualified Leads.

Gym Software Firm Gets Pipeline in Shape After 3-Month Callbox Program

The Client

The Client develops and provides membership management software designed for fitness clubs and wellness centers. The company targets gym facilities of all sizes, as well as single-location and multi-site fitness chains throughout the United States and Canada.

The Challenge

The Client offers a very competitive fitness club management platform that handles operations, memberships, sales, and back office processes. But the market for this type of software in North America is also highly saturated, with more than 50 major vendors operating in the same segments as the Client.

The company approached Callbox to help execute the outbound portion of their marketing program. They already had a very effective digital marketing process in place, but was dragged down by chronic underperformance in their sales development efforts.

Internally, the Client generated around six sales meetings on average each month. As the number of new customers continued plateauing, the company wanted to at least double the opportunities entering their sales pipeline.

The Client understood that reaching this target would need substantial commitments in manpower and other resources. The new pipeline targets would require them to ramp up their direct outreach volumes and expand their marketing database. That was why they partnered with Callbox.

The Callbox Solution

Callbox and the Client worked out a campaign plan for a three-monthappointment setting program. The campaign’s primary objectives were:

  • Research and profile potential customers from the Client’s target segments
  • Introduce the Client’s offer to the right decision makers in the company
  • Qualify prospects based on fit and interest
  • Schedule qualified prospects for a discovery call with the Client’s reps

Building and Refining the Target List

  1. The campaign targeted gyms and fitness clubs throughout the US and Canada, reaching out to persons in charge of gym operations, memberships, facilities, and administration.
  2. The Client provided records from their in-house prospect list, which the Callbox team expanded and enriched with additional contacts.
  3. The target list was further divided into six segments which represented five major wellness chains and one category for the other fitness centers.

Combining Phone and Email Outreach

  1. The campaign used a combination of phone and email touch points to engage the target prospects.
  2. Emails worked well at initiating contact, sending out sales collaterals, and following up with prospects throughout the outreach cadence.
  3. Phone calls enabled direct, one-on-one conversations with the target decision makers, giving the Callbox team the right channel to nurture, qualify, and convert contacts.

Nurturing, Qualifying, and Converting Leads

  1. The team carried out the outreach cadence with the help of Callbox’s suite of CRM and marketing automation tools found in Pipeline CRM.
  2. Pipeline CRM also enabled real-time tracking and campaign management for both the Callbox team and the Client.
  3. All campaign materials including call scripts, email templates, and landing pages were created by Callbox and approved by the Client.

Results

The campaign was able to generate 3.7 times more appointments than their internal sales development efforts.

Overall, the three-month campaign helped the Client meet their pipeline growth targets. In addition, each key campaign area (database profiling, email outreach, and phone-based conversations) exceeded the campaign requirements.

Email activities produced delivery rates of 98%, open rates of 33%, click-through rates of 11%, and reply rates of 7%.The campaign handed over a total of 66 qualified appointments (sales-qualified leads), or an average of 22 qualified appointments each month.

This number means that the campaign was able to generate 3.7 times more appointments than their internal sales development efforts.

Targeted Lead Generation Speeds Up SG Digital Marketing Firm’s Expansion

The Client

The Client is a digital marketing agency based in Hong Kong that specializes in social media marketing, email marketing, affiliate marketing, and PPC advertising. The company targets SMBs in the APAC and North American regions.

The Challenge

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:

  1. 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)
  2. Past experience handling campaigns in their priority industries
  3. Demonstrated domain knowledge and expertise in the Client’s offer

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:

Building an Accurate, Targeted Marketing Database

  1. For the campaign, the Client wanted to target Singapore and Hong Kong companies from a range of consumer-facing industries, with 10 to 500 employees.
  2. The target contacts consisted of target contacts in charge of marketing, branding, and sales.
  3. The list was compiled using both Callbox’s in-house database and additional desk research.

Identifying Interested Leads and Scheduling Sales Appointments

  1. The campaign team used phone, email, and LinkedIn touches in an integrated outreach cadence.
  2. The messaging strategy was crafted to capture how the Client’s new influencer marketing platform’s key benefits solve the target customers’ pain points.
  3. Probing questions gauged each prospect’s level of fit and interest. Prospects who wanted to know more about the platform were counted as completed leads, while those who agreed to meet with reps from the Client were tagged as qualified appointments.

Managing Prospects and Maximizing Conversions

  1. The Client was provided with access to Pipeline CRM, Callbox’s lead management and marketing automation tool, which helped them oversee the project and monitor progress in real-time.
  2. The Campaign team leveraged various functions and features in Pipeline CRM to nurture prospects and maximize engagement.
  3. Callbox handled all aspects of the campaign—from preparing campaign materials, to continuous testing and improvement.

Results

The three-month campaign ran for a total of 66 days spanning much of Q4 2018 and early January 2019. 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

The Client

The Client is the Singapore office of a cloud-based HR software solutions provider headquartered in Japan. The company’s main offering is its on-demand, subscription-based time attendance software used by more than 9,500 companies and 600,000 users throughout Asia.

The Challenge

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.

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

  1. Callbox and the Client worked out the specifics of the target companies and relevant contacts based on the Client’s ideal customer profile (ICP).
  2. The Client wanted to target construction, manufacturing, wholesale trade, retail trade, services, and logistics companies in Singapore and Malaysia with at least five employees.
  3. 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

  1. The Callbox team designed and executed an outreach cadence consisting of targeted emails, one-on-one sales conversations, and LinkedIn marketing.
  2. The touch points were initially set based on the project’s objectives and timeline, and later fine-tuned according to campaign results.
  3. 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

  1. Agents engaged the target contacts through live conversations designed to gauge fit and interest.
  2. The outreach cadence also included nurture paths for following up prospects and ensuring that all booked meetings took place as scheduled.
  3. The entire project was managed using Callbox’s marketing tech stack which is powered by Pipeline CRM (Callbox’s proprietary CRM tool).

Results

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.

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.