Callbox’s Multi-Channel Marketing Program and Marketing Automation Platform: Partnering for 33% Sales Increase in Sydney IP Services
Product/Service: Internet Protocol Services
Campaign Type: Appointment Setting
An Australian-owned cloud, data center and connectivity provider operating in five of the Commonwealth’s six states has been facing an uphill battle acquiring new customers, especially its Sydney operations. To make things worse, its in-house sales and marketing departments were not equipped with the best tactics and tools to improve their bottom line. Soon, it came to Callbox for effective marketing solutions.
Dying to know how Callbox managed to leave the client in awe, and consequently earned a referral? Read on.
Industry: File Transfer Appliance
A group of file transfer software experts from Germany founded this File Transfer Appliance Company in 1996 which later spanned to France and Singapore in 2007.
The company stands on a mission to offer the latest Hardware Technologies coupled with the leading Software Solutions as “Plug-and-Play” appliances designed for security problems and compliance tasks.
Location: Singapore & Malaysia
Industries: Oil & Gas, Architecture firms, Precision Engineering firms, Property Developers, Advertising Media or Graphic Design Houses, Large Manufacturing companies, Government-linked companies, Lawyers, Health, Pharmaceutical companies, and Building and Construction.
Annual Turnover: More than SG$ 2 Million
Employee Size: More than 20
Target Contacts: Directors, Business Owners, IT Managers, Person in Charge of IT
The target criteria have remained the same since the campaign started running until the last month.
Campaign Type : Lead Generation
The campaign’s initial run in April 2011 mainly focused on the Singapore market. The client preferred to cater to companies that send out big files. These are companies that have worldwide presence and do site-to-site file sending, or those that require file-sharing with their resellers or customers.
The initial campaign production delivered 19 leads. Such number was instrumental to the client’s positive decision to renew for another campaign that was even more impressive with 34 leads. Since then, the team continuously worked on for the lead generation campaign. The number of leads fluctuated but nevertheless quality was maintained at its best. The following campaign period brought in 28 leads with positive contacts at 63%, the next with 26 leads at 50% positive contacts, followed by another month with 35 leads at 71% positive contacts, and proceeded to another renewal month with 14 leads at 71% positive contacts and the last month with 23 leads at 76% positive contacts.
As the Singapore database was close to being exhausted, Callbox proposed to the client to divert its focus to other countries. In 2012, Malaysia came into the picture and kicked off with 30 leads in the 1st run, and went on alternately running MY and SG markets for the rest of the campaign period, with 18-20 leads per month, renewing contract after contract of 3 or 6 months, until the final leg in May 2015.
Quality vs. Quantity
The campaign required the Callbox team more effort compared with the other campaigns. The leads that were passed were strictly qualified based on the set criteria, which were subjected to the client’s scrutiny and approval.
The 4-year run made the most of its target database of contacts. Towards the end of the last 2 months of the campaign, both the Malaysia and Singapore databases went all in, as both target markets have been saturated, yet the campaign was still able to produce 18 leads at the least.
What A Difference It Has Made
This is one of the most successful and longest running campaigns in Callbox. But how was this huge success achieved?
The client truthfully engaged himself with the campaign by sharing full product knowledge with the team by conducting a thorough training on the product specifications, features and usage benefits.
The Callbox team had a first-hand experience of the product as they were able to practically navigate its interface which helped the calling agent efficiently position the offer to the prospects. These best practices also made the leaders effectively coach the caller on the challenges encountered in the calls, making them able to easily address issues that arise from day to day calling.
All available resources in Callbox were utilized.
Calling, sending of emails and other marketing resources like the social media were substantial to the exceptional results of the campaign.
Definitely, this campaign has made history with Callbox.
Callbox Multi-touch Multi-Channel Approach:
Turning Targets to Sales-Ready Leads With a 50% Shorter Lead Nurturing Cycle
A Callbox Multi-touch Multi-channel Campaign is essentially a Comprehensive Marketing Funnel designed to unearth opportunities from an initial list of prospects compiled from basic target demographics, and deliver them to a client as qualified, pitch-ready, warmed-up sales leads.
The Callbox method combines the efficacy of highly-personalized traditional marketing communication with the intelligent efficiency of automation. In our years of experience, we have found that touches via phone and email remain to be most effective at establishing connections in the B2B world. Data from various campaigns also clearly suggests the importance of timing. Our findings on optimizing triggers and actions form the basis of our Callbox Pipeline’s design. In its latest incarnation, the Callbox Pipeline provides clients with a flexible, user-friendly platform for Lead Nurturing.
This case study traces the success of a B2B client from effective utilization of Callbox’s Lead Generation and Lead Nurturing technology.
The client was the North America marketing manager for a software company specializing in SAP enterprise software solutions and business intelligence. The company is also an SAP consultancy with expertise in areas of SAP Implementation, Process Upgrade and Data Management. The company has roots in Canada and wanted to expand into the US market.
The client was introduced to Callbox by an IT solutions business through the Callbox Referral Program. The California-based referrer company has been running a campaign targeting businesses nationwide with Callbox since January 2015.
The client had worked with two other vendors for telemarketing services and three email service providers in the past. While these vendors were able to deliver basic calling and mass email services, the client needed a more efficient and comprehensive solution that could work seamlessly across both channels. Working with separate vendors for each channel left the client’s sales team the burden of coordinating campaign activities on different platforms, setting up each component of the campaigns themselves and much time spent on prequalification of leads generated.
Callbox’s proposal for full service multi-touch multi-channel lead generation was found to be a more costefficient and all-inclusive alternative compared to contracting separate marketing services independently. The promise of a campaign greater than the sum of its parts and time savings on the client’s part allowing them to focus on sales efforts were part of the reasons behind the client’s decision to partner with Callbox.
The Target Market
The company wished to increase its market presence in California, New York and Texas. While the company has had customers from a wide range of industries, the client wanted to focus the campaign on the Manufacturing sector.
Companies with annual sales of $1M to $500M and with 10 to 2000 employees were included in the database.
Around 1500 records for each of the three states were mined from the Callbox Data Warehouse based on these parameters.
A Callbox appointment is created when a prospect goes through the five stages of the marketing funnel. Our Lead Nurturing methods are designed to move as many prospects from one stage to the next, and allowed the client to obtain the most possible number of meetings.
The Callbox Data Warehouse is comprised of over 50 million business records in over 7 countries. With the aid of our Data Specialist and our data mining tools, the client was able to zero in on the portion of this data pool that matched their market criteria.
To begin converting inert contacts into leads, Callbox initiated a Conversation – an exchange over phone or email with a prospect. Multiple contact attempts and pre-conversations with gatekeepers, recommenders and evaluators were often needed in order gather information on and establish contact with a prospect. In the conversation stage, the prospect was given a presentation of client’s offer.
Positive responses to a presentation were classified as inquiries. Inquiries often involved an initial request for information (brochure). Some cases required Callbox to make follow up calls and/or emails to confirm interest and check if the lead is ready to move to the next stage.
Whenever a prospect makes a contact request to get a full presentation and/or formal proposal from the client, the lead is said to have graduated to this stage. In cases when the prospect had an immediate need and very high level of interest, the leads were converted directly into Qualified Leads from the Conversation stage.
In this stage, final preparations were made prior to endorsing the lead to the client. As required by the client’s qualifying criteria, screening questions were asked according to the approved call script. The prospect was also booked for a face-to-face or phone appointment with the client’s representative.
Multi-touch Multi-Channel Approach
Callbox effectively combined six different channels to initiate contact, generate conversations and responses from prospects, and nurture leads.
Email copies were formulated to have attention-grabbing subject lines, brief but precise body text and compelling calls to action in order to generate the most opens and replies. A total of 15,000 initial and follow-up emails were sent via Callbox’s email system — fully equipped with open and click tracking, and KPI reporting. The campaign’s Lead Nurturing schemes relied mostly on Callbox Pipeline’s programmable email marketing triggers.
Outbound calls facilitated by Callbox’s Dialer System ensured that more than 200 live calls were made 8 hours a day, 5 days a week. Callbox Pipeline also allowed the calling agent to efficiently leave pre-recorded voicemail messages.
A landing page was created to complement the campaign’s outbound efforts via email and calling. Designed with professional and marketing aesthetics in mind, it featured the client’s brand and highlighted the main features of the client’s software. The landing page was also equipped with a web form to allow prospects to send in a contact request.
Callbox Pipeline’s integrated Linkedin features allowed the Callbox team to find matching Linkedin profiles for each prospect in the contact list. Linkedin connection requests were sent to as many contacts as possible with an accompanying introduction text. Client also opted to have Callbox send out messages to all connections made as another possible avenue to generate leads.
Postal Mail and SMS
The client was one of the first to take advantage of Callbox’s supplementary snail mail and SMS capabilities. For this campaign, these channels were used to deliver promotional postcards to the prospects’ business address and send out mobile appointment reminders.
Nurturing Leads The Callbox Way
Lead Nurturing was the key to this campaign’s efficiency and success. The client was able to take full advantage of the Callbox Pipeline’s dragand-drop Lead Nurturing suite and the Callbox team’s knowledge of multi-channel lead generation best practices
Callbox Pipeline’s tools for Lead Nurturing allowed the Callbox team to maximize the campaign hours and reserve manual effort for more critical tasks (eg. presenting to prospects, customized email response handling) and left most of the repetitive and time-sensitive legwork to automation.
I. Online lead Nurturing Scheme
An Introduction email was sent out to all email contacts in the prospect’s list (See Fig. 3). Three follow up emails spaced five days apart were programmed to be sent out to contacts who had no opens recorded, allowing multiple opportunities to convert contacts into opens.
Emails were mostly set to send out between 8:00AM to 10:00AM local time, as these were determined to be the optimal hours for email blasts based on Callbox analytics. Latter follow-up copies were set to send out at 4:00PM- 6:00PM to increase the chances of generating opens if the first attempts were unsuccessful.
Contacts who opened the email and visited the landing page were added to a Priority Call List for further nurturing by phone.
Email responses and inquiries from the landing page are logged into the Callbox Pipeline and inquiries not converted into booked appointments after three days were lined up for a round of follow-up emails.
By the end of the Online Lead Nurturing Cycle, all contacts with no opens recorded were also collected into another Call List, to which the Call Lead Nurturing Scheme was applied.
Prospects were led to the landing page primarily via email sendouts. Each contact request sent in by a prospect was received by the Callbox team as an email notification and treated as in inquiry.
II. Call Lead Nurturing Scheme
Automated actions under the Call Lead Nurturing Scheme (See Fig. 4) were determined by the Call Result Tag applied to the contact after each call attempt. Callbox Pipeline was programmed to send out different email copies if the call resulted in (a) no contact with a prospect, (b) a prospect requesting for a follow up or a (c) non-interested prospect. Email brochures and meeting reminders were sent out automatically to all booked appointments.
Production and other KPIs
By the end of the campaign term, the client was averaging 12 face to face meetings and 23 phone appointments per week. The client’s sales team was able to move 82% of all appointments into proposal stage and garnered 2 closed deals within the first two weeks, generating a three-fold return from their initial investment in the Callbox campaign.
Of the 15,719 emails delivered, 2247 opens (14.3%) and 193 click-throughs (1.2%) were recorded. 218 inquiries were generated out of 943 total replies received. Email marketing contributed to roughly 38% of all appointments generated while meetings from contact form inquiries comprised another 9%.
Out of the 9046 records comprising the initial campaign list, 7870 records (87%) were fully profiled, complete with verified names, job titles and email addresses.
“Both my marketing team and sales team are very happy. Marketing sits back and only has to monitor because they have done their job on the setup and almost everything is automated; while my salesforce are very busy fulfilling booked appointments.” says the Client’s CEO
Below is the number of Targets on each stage of the Marketing Funnel after only 12 weeks in the Callbox Multi-touch Multi-channel Lead Nurturing Campaign.
With the Client’s previous telemarketing and email marketing service providers, the Client was able to convert 2% of raw targets into booked appointments only after running the campaigns for about 6.5 months or 26 weeks. Callbox cut this time into half, and significantly moved more targets into the later stages of the marketing cycle. This was enough to convince the Client to expand the number of campaigns they are running with Callbox.
Marketing Funnel Conversion Summary
The Client is a professional business software consulting firm based in Irvine, CA. They specialize in the Sage Software family of products – Sage MAS 90 and 200, Sage BusinessWorks, Sage CRM, and JobOps Job management software. The Client helps businesses increase productivity and profitability through the application of integrated accounting, distribution and management software. Their reporting tools allow users to quickly and easily extract, analyze and professionally present business information.
The Client’s services include software selection, system design and implementation, user training and support, data conversion, and eCommerce/EDI/CRM consulting. With the goal of being the most trusted and most responsive in the network technology and business management industry, they have helped over 400 companies in a wide variety of industries. The Client engaged the services of Callbox in August 2005
Considering the stiff competition and difficulty of marketing business software, it was crucial for the Client to double, even triple their sales and marketing efforts in order to find prospects. They lacked the team and resources to search for prospects. Sales and marketing was handled by one person who wanted to focus on presenting proposals and closing deals and could not be burdened by the time-consuming search for prospects. The Client needed to scour the market for businesses with upcoming software system projects such as software evaluation and upgrading. They targeted businesses that needed:
The Client sought a partner to find these prospects, generate interest for the products and services and provide all necessary marketing support to achieve their goal.
The Callbox Solution
The Client turned to Callbox to rev up their sales efforts.
Callbox initially carried out an invitational campaign in Aug. 2005, calling prospects and inviting them to attend meetings and/or seminars conducted by the Client. A series of lead generation and appointment setting campaigns followed, spread out over a year, alternately conducted on a per-lead or per-seat arrangement. Since the start of the campaign, the call quota of Callbox agents rose from 100 to 160 calls per day, targeting 20 leads per month as required by the Client.
Callbox agents inquired about prospects’ plans to change or replace their business management software in the next 3-12 months. This was followed by a series of questions regarding:
Aside from calling prospects, the Callbox team sent out brochures to customers asking for additional information. Prospects that had talked with the Client’s sales consultant were also forwarded to Callbox agents for follow-up calls.
Since August 2005, Callbox agents placed a total of 27,857 calls for the Client, and have forwarded 240 leads since the start of the lead generation and appointment setting campaigns. With Callbox handling the qualification and forwarding of hot leads, the Client now devotes full attention to closing deals significantly increasing sales. They were pleased with the performance of the Callbox team who delivered a total of 72 leads from February to June 2007. Thereafter, the Client pre-extended their contract through to September 2007.
The Client specializes in empowering project workforce locally, and provides visibility globally. They make it possible to manage project workforce in real-time, eliminating the spreadsheets and custom-built applications enterprises use to fill the gaps caused by disconnected systems.
Their project workforce management helps streamline project management, optimize resource utilization and precisely account for costs and revenue across projects and workforce. The Client leverages existing software investments and adapts to structures and processes to automate time and expense tracking, cost and revenue accounting, workforce planning, as well as other project and workforce related processes.
The Client’s on-demand software has earned an unqualified SAS 70 Type II certification ensuring maximum data security, reliability, and scalability for our hosted customers. Since 1995, the Client has served over 800 organizations around the world, including Caterpillar, Corning Cable Systems RD&E division, First National Bank, Hydro Quebec – DPE, Invensys Systems Canada, Major Drilling, Pioneer Natural Resources, State of Wyoming, The Pentagon, University of Michigan, Fisher Scientific, and Wyeth Biopharma.
With the volume of traffic the Client’s website gets every day, the Client needed to gather significant information from all its visitors in order to enhance its service offerings. It sought the services of a sales and marketing expert to handle all website inquiries and calls on their behalf and more importantly, qualify visitors and identify their needs so that its sales team can focus more on closing deals.
The Callbox Solution
For Client’s needs, Callbox implemented an extremely effective marketing strategy — Lead Qualification.
The Callbox team handled all service inquiries in the Client’s website. Callbox agents profiled the Client’s visitors by asking them their role in the company they represent, what industry they belonged to, the motivation behind visiting the website and gathering their contact information. The more crucial process was finding out what service they were interested in and what their requirements were. The qualifying process included questions on:
While discussing these criteria and requirements, each Callbox Lead Manager types notes directly into Thunderchild using the template of the question and determines which among his or her list should be given a follow up call.
Once a lead is set to qualified, the Callbox sales team will then take over. An appropriate sales representative is assigned to a particular set of prospects based on their geographic location as well as the size and scope of the implementation. The sales representative then calls these prospects for a more thorough discussion about their business requirements in preparation for an eventual product demonstration.
Owing to the Callbox team’s excellent communication skills, consistency and efficiency in the conduct of the Lead Qualification campaign, the Client has been getting a steady flow of qualified appointments. Its sales team is now devoting full attention to closing deals, significantly increasing sales.
The Client is a worldwide talent management leader with experience serving organizations of all sizes. The Client configures talent solutions for specific business needs to dramatically improve business performance. They provide on demand talent management solutions to assess, acquire, develop, and align workforce.
The Client delivers a comprehensive suite of solutions for businesses of all sizes, matching all sources of talent – be they professional and hourly candidates, agency referrals, campus recruits, contingent workers, or existing employees to all positions, whether it is centralized, decentralized, or multinational. It maintains its headquarters in the San Francisco Bay Area and a research and development facility in Quebec City, where the company employs approximately 300 people focused solely on talent management applications.
The Client needed to invite prospects to its 2007 World conference. Its desired attendees were composed of its current customer base and prospects from all over the US culled from their in-house database.
This global company needed a reliable partner to update and manage its lists and gather pertinent information such as names of prospects, email addresses and phone numbers, company names, addresses and zip codes. Using the lists from their database, the Client needed to generate interest and drive attendance to their event.
The Callbox Solution
The Callbox team broke the challenge down into distinct implementation phases:
Database Cleanup, List Management and Call to Invite Campaign.
The Callbox team helped preserve the valuable information in the Client’s
global database which contained millions of key contacts. The team updated and enhanced their existing prospect and customer lists by:
With the team’s expert knowledge of the direct marketing business and trends in the List Industry, recommendations were given to the Client on how to best utilize their list. After studying the Client’s prospect list, target emails based on interest, demographics, or custom questions were prepared by the Callbox team and sent out using advanced software and systems. Responses and results were recorded, tracked and reported to the Client daily.
Call to Invite Campaign
After completing the list cleanup process and list management, Callbox agents went to work calling and qualifying potential attendees as a follow-up on all emails sent. All call activities were automatically logged in to PipelineCRM, Callbox’s customer contact and sales force management system where the Client can view, process or download reports of leads and/or appointments generated by Callbox agents. Personal contact and company information were collected from those who signified their intention to attend the conference, organized and forwarded to the Client to be included in their list of attendees. Highly-trained Callbox agents efficiently multi-tasked, making hundreds of calls daily, identifying potential attendees, providing conference information when requested by prospect and preparing reports for the Client.
With Callbox providing maximum support prior to their event, the Client was able to focus on preparing for the conference itself and exceeded its target number of attendees. Client was impressed with the Callbox team’s excellent prospecting skills and attention to detail in cleaning up and updating its lists that it renewed its contract several times.
With Callbox’s list management and efficient reporting, the Client was freed from purging, updating and mailing, as Callbox did everything for them. With enhanced database capabilities, they are exploring an even more extensive direct marketing aimed at solely building their email lists.
Callbox: Providing Sales Support to one of the Largest Business Software Companies
Product/Service: ERP Software
Campaign Type: Lead Generation, Data Profiling, Call-to-Invite
The world’s third largest business software company, with branches in over 30 countries, offering a wide range of enterprise business software wants to partner with Callbox to develop and execute a comprehensive lead generation, qualification and appointment-setting program to capture greater market share for their business software solutions, and ultimately provide the best software experience for their customers.
Callbox’s objectives were:
Callbox provided total sales and marketing support by identifying and qualifying prospects and loading them on to the Callbox Pipeline for the client to review, employing its vaunted data profiling technology to improve the client’s database, and carrying out several call-to-invite campaigns.
How did Callbox manage to increase the client’s sales and put it in the best position to acquire a bigger chunk of the market? Find out here.
Software Company Favors Callbox Sales Leads Over Own Contact List
Product/Service: Microsoft Dynamics
Campaign Type: Lead Generation
A Microsoft-Certified IT company wants to outsource for lead generation so that its inside sales team could focus on converting leads into sales. It chose Callbox to handle the prospecting and appointment-setting campaigns that targeted manufacturing and distribution companies.
Given the very specific objectives by the client and armed with an array of lead generation tools, Callbox immediately set out with a highly targeted contact list that eliminated prospects that did not qualify the client’s criteria. Satisfied with the results, the initial three-month contract was followed by a six-month term, which continued for five years.
Find out how Callbox was able to consistently fill the client’s calendar with quality leads month after month for five years.
Integrated Campaign for UK’s Leading Workflow Automation Solution
Product/Service: Enterprise Workflow Applications Software & Automation Solutions (Microsoft)
Campaign Type: Call-to-Invite, Lead Generation
A London-based world-leader in providing enterprise workflow applications software and automation solutions to more than 1500 corporate clients wants prospects to flock its Microsoft SharePoint Seminar in London, and from that pool, phigh-qualityquality sign-ups. Without experience in outsourcing its marketing function, it banked on Callbox to find resources that are fully-qualified and with near-term requirement for the products it offers.
Learn how Callbox enhanced the client’s brand, improved its product awareness and inspired the Client to practice outsourcing.
The Client is a world-leading provider of 3D and Product Lifecycle Management (PLM) software solutions with more than 130,000 customers in 80 countries. It offers a wide range of 3D virtual solutions enabling businesses of every size to digitize innovative ideas and enjoy lifelike experiences with future products and environments.
The global company has offices in the USA, Europe, the Middle East, Africa, and Asia-Pacific, with partners from leading industries and sectors including Aerospace and Defense, Automotive and Transportation, Construction, Agriculture, Education, Healthcare, and others.
Prior to engaging Callbox, the Client hired a prominent direct marketing solutions provider to handle its lead generation program. Not satisfied with the results, it sought better marketing. The Client’s Singapore office decided to investigate a lead generation program with Callbox.
The Client’s main objectives were:
The client judged Callbox’s strategies to be more cost-effective and efficient and signed up for a three-month pilot project.
The Callbox Solution
The initial campaign started on November 22, 2010 with two full-time Callbox agents. It was divided into three segments: Lead generation, Appointment Setting, and Call-to-Invite.
Callbox secured agreement from prospects to be contacted by the Client’s reseller.
Callbox looked for prospects who requested additional information regarding the Client’s products and agreed to receive email information on special promos.
Callbox looked for prospects to register for a virtual conference organized by the Client.
Callbox created two customized Pipeline CRM accounts for generating and rechanneling leads to the Client’s authorized resellers. Since the Client delivered the call lists on a daily basis, sustainability and integrity of records were a major challenge. To solve this, Callbox used Pipeline CRM and a customized spreadsheet to monitor the Client’s data more effectively – an activity which involved close coordination between the Research and Campaign Specialists.
While this campaign focused on generating leads from the warm lists, Callbox suggested tapping prospects on the cold lists producing substantial positive results from this source. Guidelines for the callout process were made visible to each Callbox Team member to ensure that they were updated with the Client’s instructions.
At the end of the three-month pilot campaign, Callbox delivered a total of 372 leads at an average of five to ten leads per day. Satisfied with the results, the Client re-contracted for an additional 18-month project last March 2011. Nine months later, Callbox had produced a total of 1,623 leads, from both the warm lists sent by the Client and supplemented by the lists mined from the Callbox database.
The campaign is currently in progress with three full-time Callbox APAC seats generating leads and appointments for two of the Client’s Value-added Resellers (VAR) in Australia.
Australian Software Vendor Taps Callbox to Fast-track Sales in Asia-Pacific
Product/Service: Practice Management and Tracking software
Campaign Type: Lead Generation
A recognized software company in Australia which develops and distributes practice management and tracking software for large companies wants to penetrate foreign markets dominated by larger, global brands. After years of doing its own telemarketing and relying on word-of-mouth marketing, it still found its efforts inadequate. It turned to Callbox for serious lead generation efforts.
The Callbox team made tens of thousands of calls throughout the campaign. Find out how many of the calls translated to sales and how huge a success the campaign was for both parties.
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