Print Solutions Firm Peaks Lead Generation Campaign with Callbox ABM
The Client
The Client is a leading managed print solutions provider of a wide range of office printers, multifunction devices, copiers, and software solutions to help manage information and workflows efficiently. Their 60-year experience in document management outsourcing has served over 15,000 customers across 160 countries.
The Challenge
The Client has engaged a number of marketing methods in the past, but none of the campaigns brought good results. They searched for a more straightforward lead generation strategy that could provide quality leads and expand their database.
The Callbox Solution
Callbox designed an Account-Based Marketing campaign which consisted of:
- Account-Based Multi-Channel Lead Management which included Voice, Email, Chat, Web, 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 qualified sales leads and business appointments for the Client’s sales team to keep them constantly engaged in revenue-generating activities.
The campaign involved two key steps:
Account Research and Selection
- The Client specified their target industries, location and decision makers.
- Callbox refined the Client’s ideal customer profile (ICP) which served as a basis for identifying qualified accounts.
- Callbox came up with 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 the prospects that they want the outbound campaign to target. The profiles consisted of detailed demographic and firmographic segmentations.
- The campaign’s target prospects were IT Manager/Director, Managing Director, CIO, CTO, CFO
- The master contact list was segmented based on these personas and was further grouped according to industry type.
Results
The 6-month ABM Lead Generation and Appointment Setting campaign delivered 132 Sales Qualified Leads, 55 Marketing Qualified Leads, and 157 Social Media Connections.