Resource Management Firm Took Customer Satisfaction Upturn Thru Callbox ABM
The Client
The Client is a market leader in physical resource management, helping organizations across the globe optimize every aspect of planning and managing their physical resources. Its product portfolio is designed for the complex needs of specific industries including: corporate real estate, healthcare, higher education, public sector, retail, telecom, and utilities.
The Challenge
Despite their rich experience and successes in managing and growing organizations, the Client admits that there’s always a better way to do things in many aspects of the business. One of their most recent business development projects aimed at keeping customer satisfaction at first-rate, which they were able to work out easily with Callbox.
Target Industries
- For Meridian
- Education, Transportation, Discrete Manufacturing, Public Sector, Healthcare, Pulp & Paper, Oil & Gas, Pharmaceutical, Chemical, Metals & Mining, Utilities
- For Maintenance Connection
- Manufacturing, Distribution, Energy, Healthcare
Target Prospects
- For Meridian
- IT/Engineering – CAD Engineer, Quality Engineer, Manufacturing Engineer, Facilities Engineer, Plant Engineer, Senior Engineer, Document Controller, Chief Engineer, Project Engineer, D/M Procurement, D/M IT, D/M Engineer
- Executive – CIO, CTO, COO, VP IT, VP Ops, VP Maintenance, VP Procurement, VP Purchasing, Plant Manager
- Maintenance/Operations – D/M Plant Operations, D/M Physical Plant, D/M/S Maintenance, Maintenance Tech, Maintenance Planner, Maintenance Scheduler, D/M Operations, Quality Manager, Reliability Manager, CMMS Supervisor, CMMS Coord/Admin, CMMS Manager
- For Maintenance Connection
- Maintenance Manager, CMMS Manager/Administrator, Executive, IT Researcher, Technician
The Callbox Solution
Callbox designed an Account-Based Marketing Lead Generation and Appointment Setting campaign package which consisted of:
- Account-Based Multi-Channel Lead Management which utilized Voice, Email, Chat, Web, Social Media, and Webinar
- Sales Enablement & Support which covered Team Training, Account Setup, and Back Office Sales Support
- Tools & Subscriptions to Callbox Pipeline and HubSpot CRM
- Account Management with Strategy Building, Reporting and Product Knowledge
The Goals
- The Callbox team was to Identify and pre-qualify target prospects/companies
- Schedule sales appointments and generate marketing qualified leads for the Client’s sales reps
- Callbox will promote Meridian and Maintenance Connection.
The campaign involved two key steps:
Account Research and Selection
- The Client specified target industries, locations, and decision makers.
- Callbox worked out the Client’s ideal customer profile (ICP) which served as a basis for identifying qualified accounts.
- 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 the prospects that they want the outbound campaign to engage. The profiles consisted of detailed demographic and firmographic segmentations.
- Specific buyer personas were designated for each product.
- The master contact list was segmented based on these two personas, and was further grouped according to industry type.
Results
Overall, the twelve-month Account-Based Marketing Lead Generation and Appointment Setting campaign generated 155 Sales Qualified Leads, 296 Marketing Qualified Leads, and 398 Social Media Connections.