Callbox Profiles Key In-House List for Government Agency, Lifts Email KPIs
As part of the government agency responsible for overseeing international trade in its home country, the Client facilitates trade relations with private companies overseas. The Client maintains an extensive database of key contacts from exporters and importers located in partner countries.
The office’s foreign companies list consists of around 25,000 contacts acquired from different sources, such as signup forms, internal research, tradeshow events, and publicly available documents. The list makes up the backbone of the Client’s promotion activities and information drive, as well as the main distribution list for the agency’s monthly newsletter.
The Client recently started a planned update and migration of its various data resources. A data audit revealed that the agency’s foreign companies list contained a very high number of potential data quality issues, including missing values, duplicate entries, and outdated fields.
With tight timetables for the data migration project, the Client sought the help of a third-party provider to scrub and update its foreign companies list. Following a thorough procurement process, officials chose Callbox after taking into account price competitiveness, data management capabilities, and track record.
- Cleaned and updated a Southeast Asian government agency’s contact list of overseas exporters and importers
- Enriched Client’s database with targeted information collected from various sources
- Helped improve Client’s outbound campaigns with highly accurate and up-to-date data
THE CALLBOX SOLUTION
Callbox carried out a data cleaning and data profiling campaign for the Client. The campaign was designed with the agency’s very particular requirements and timelines in mind.
- The data cleaning phase of the campaign was scheduled and completed during the first two weeks.
- A battery of database scrubbing activities were performed on the Client’s foreign companies list, including de-duplication, error correction, and record standardization.
- The data cleaning workflow consisted of both manual and automated processes which made use of Callbox’s suite of list health tools.
- After completing the data cleaning activities, the Callbox team verified and updated each list record through one-on-one calls with contacts, which consisted of senior and C-level executives from multiple countries and locations.
- Desk research helped enrich the Client’s database by supplying missing values and appending new information mined from different sources.
- Accuracy of each list entry was guaranteed through cross-referencing with Callbox’s own records and using different data sources to validate fields.
The whole campaign took two months to complete (or 44 days), which was well within the Client’s required timeline. The first two weeks were spent on data cleaning, while the remaining six weeks were allocated for data profiling.
The Callbox team profiled a total of 24,952 records and worked to achieve 99.5% accuracy for the final list.
Three months after receiving the cleaned and profiled database, the Client reported 1.3x higher delivery rates, 70% fewer bounces, and across-the-board improvement in their email engagement/response metrics.
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.
Niche Consulting Firm Gains Solid Foothold in High-Growth SG Market
Intangible assets (such as patents, software, content, brand name, and digital property) account for a greater portion of the value of a business today. In Singapore, intangible assets now make up at least a third of local companies’ value, up from 20% in 2010.
The Client is looking to strengthen its presence in the Singapore market, where the rapid expansion in businesses’ intellectual property (IP) portfolios has created strong demand for many of the Client’s services.
Much of this growth has been driven by increased R&D activity in Singapore’s manufacturing, engineering, and technology sectors—which are also the Client’s main target industries.
To support their planned Singapore expansion, the Client has implemented a comprehensive marketing strategy that involves direct outreach with key decision makers from companies that strongly fit their customer profile.
Right from the outset, the Client had decided to outsource this component of their marketing plan, laying down clear requirements for what they wanted their service provider to meet:
- Extensive marketing experience in Singapore’s manufacturing, technology, and IT sectors
- Ability to provide highly-targeted access to relevant companies and contacts
- Proven track record of success in terms of sales impact
- Launched two highly-successful appointment setting campaigns for a consulting firm in Singapore’s manufacturing and tech sectors
- Delivered 140% of Client’s target number of qualified appointments
- Helped the Client carry out their expansion plans in the Singapore market
THE CALLBOX SOLUTION
The Client selected Callbox as their outsourced partner after extensive discussions with different marketing agencies. According to the Client, Callbox was able to show how they leverage their years of experience marketing in Singapore’s manufacturing and tech industries, including a couple of successful campaigns that resulted in new customers for other consulting firms.
Based on the Client’s objectives and requirements, Callbox determined that the best approach would be an integrated appointment setting campaign. The Client agreed to a three-month pilot program, which was then renewed for another three-month term after initial results met the Client’s expectations.
Profiling Target Customers and Contacts
- The Client’s target companies included medium-sized manufacturing, technology, and IT companies in Singapore with 50 to 499 employees and annual revenue of $5 million to $50 million.
- The key contacts were made up of CEOs, CFOs, CTOs, finance managers, IT directors, and decision makers in charge of R&D.
- Most of the contact records were obtained from Callbox’s internal leads database, while other records were acquired via research.
- The campaign reached out to the target prospects via phone, email and LinkedIn.
- Targeted emails and live phone conversations enabled the campaign to engage prospects on a one-on-one basis.
- LinkedIn helped warm up and profile prospects throughout the campaign.
Multi-Touch Lead Nurturing and Conversion
- The touch points were scheduled and performed based on a nurturing cadence that matched the campaign requirements, which started with an intro email and continued with a sequence of phone and email follow-ups alongside LinkedIn activities.
- The cadence’s primary goal was to qualify interested prospects as well as book phone and in-person meetings.
- The nurturing cadence was automated and managed using Callbox’s Pipeline CRM tool.
The pilot campaign’s results exceeded the Client’s main requirement of generating at least 10 qualified appointments per month. In total, the pilot campaign delivered 43 qualified appointments (sales-qualified leads or SQLs) and 78 marketing-qualified leads (MQLs).
After the first three-month campaign, the Client renewed the contract for another three-month appointment setting program. At time of writing, the new campaign was wrapping up its third month and has produced a total of 37 qualified appointments and 67 MQLs.
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.
B2C FinTech Startup All Set to Grow Active Users for Flagship App
With more FinTech startups joining Southeast Asia’s growing P2P remittance market, players in this space are turning to more proactive customer acquisition strategies to sustain their growth momentum.
Having secured $2.2 million in seed funding and handling more than $1 million in monthly remittance transactions, the Client seeks to expand the number of active users of its flagship app. Currently, the company’s online P2P money transfer platform caters mainly to migrant workers sending money to Southeast Asian countries such as the Philippines and Indonesia.
The company maintains an in-house database of prospects collected through its list-building initiatives and opt-in campaigns. But as the list steadily grew, the company’s sales team has only been able to convert only a small percentage of the prospects into sales opportunities.
The problem came down mainly to reps not being able to promptly follow up on enough leads, leaving a huge number of potential customers practically uncontacted. Plus, many of the prospects that got contacted turned out to be a poor fit with the company’s target customer profile.
It was clear the Client needed more manpower to handle the tasks of initially contacting and screening prospects. Accordingly, the company decided to outsource much of these activities to a third-party provider and let their reps focus on the final steps in the conversion process.
- Launched a successful, long-term pre-qualification and appointment setting project for a SG-based FinTech startup
- Exceeded campaign targets in terms of booked sales appointments and completed leads handed off to the Client
- Enriched and improved the quality of the Client’s marketing database through thorough data profiling
THE CALLBOX SOLUTION
The Client chose Callbox because of the latter’s experience in B2C financial services and its track record of implementing integrated phone and email outreach campaigns which closely matched the company’s specific requirements.
A plan was drawn up for a one-month campaign that would run each January or February to coincide with the company’s seasonal sales activity. As of writing, the project has completed two full months and is currently in its third. Each campaign involves three key steps:
Step 1: Profiling the Client’s in-house list
- Callbox’s data research team checked and verified each record in the Client’s prospect list.
- The list was thoroughly scrubbed, then duplicate and incomplete records were appropriately processed.
- The first month’s list was exported into Callbox Pipeline, while the second month’s campaign exclusively used data in the Client’s own CRM.
Step 2: Pre-qualifying each contact
- The team followed an outreach cadence that initiated contact with email touches and then engaged warm prospects through live phone conversations.
- These interactions achieved the two-fold objective of deepening awareness of the Client’s offer and qualifying potential leads for the company’s reps.
- The Client also gave Callbox access to its proprietary creditworthiness calculator to help the team identify which prospects qualified for their cash advance promo.
Step 3: Following up and nurturing leads
- The campaign’s outreach cadence also included a sequence of additional email and phone touches to follow up and keep leads engaged.
- Appointments were confirmed via phone call to ensure leads show up for their meeting with the Client’s reps.
- The added touches also provided the Callbox team with more opportunities to gather crucial marketing intelligence about the prospects.
The project has now wrapped up a total of two campaign months, with the first campaign completed in January of 2017 and the second in February last year. Based on the KPIs specified by the Client at the outset, the project has so far produced very good results: 201 booked appointments and 67 completed leads.
The Callbox team was also able to profile 2,147 records from the Client’s in-house list and maintained response rates of 31% for phone calls and 17% for emails throughout the two campaigns.
The Client continues to partner with Callbox, and the project is about to launch its third full campaign month.