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Callbox Concluded Success for Digital Marketing Analytics Leader

The Client

The Client is a leading digital marketing analytics (business intelligence) company that collects, filters, analyzes and aggregates data from social media, forums and other online locations.

The Challenge

Social media has become a way of life, thus getting people to sit down and talk about social media analytics may be a less interesting topic, but this group of millennial entrepreneurs whose minds are packed with fresh innovative ideas weren’t shaken and took the challenge. The target of 36 leads was quite high for a three-month project run with only two in-house staff to do all the marketing tasks, but the Client remained unruffled despite time constraints as outsourcing a lead generation provider was originally part of the marketing plan. The last thing that awaited resolution was “who” to employ.

The Callbox Solution

The 1st week of the campaign saw the bulk of the initial touch points made by the Callbox reps as they set about establishing contact with the prospects, as evidenced by the number of email opens and contacts profiled.

As trust and a rapport began to build between Callbox and the prospects, 10 appointments were generated towards the end of the first 4 weeks, while 15 were generated between the 5th and 8th weeks, and more came in as the campaign progressed – 19 in between the 9th and 12th weeks.

Appointment Setting

1. Apart from calling to set appointments for the Client, Callbox also profiled the contact list through verification of information with the prospect himself.

2. During the calls, Callbox shared an overview of the social media analytics platform and helped the prospect identify his business needs via probing questions.

3. This allowed Callbox to gain the prospect’s trust on the Client’s behalf and generate interest in the Client’s products, and eventually, quality appointments.

Email Marketing

1. The Callbox team utilized the Pipeline Lead Nurture Tool to send initial emails containing information about Social Media Analytics.

2. Follow-up emails with information on the specific social media platform which the prospect is concerned with were sent after the agent has
spoken with the prospect.

3. Final emails were also sent to both prospects who wanted more information about the business intelligence platforms and those who agreed to a meeting.

Customer Profiling

1. The Pipeline Lead Nurture Tool was also used to profile the contact list. Based on the sendout results, Callbox was able to identify and filter active contacts from inactive ones.

2. Invalid emails (bounces) were replaced and contact information (name, address, phone numbers, social media accounts) of prospects was updated.

3. Active responses by prospects like Opened Email, Clicked Link and Visited Website were tracked in real time and were set as follow-ups, and were profiled as to how the Callbox team would be able to reach them (call, email, mobile or social media).

Results

The Account-Based Marketing Lead Generation and Appointment Setting campaign delivered 44 Sales Appointments, 80 MQLs and 1,920 Total Contacts Profiled.

B2B Marketing Specialist and Callbox: A Rare and Stellar Collaboration

The Client

The Client is a B2B marketing specialist that offers major marketing solutions all over the United States of America and worldwide. They fuse digital and calling strategies to drive revenue for their clients through high-end marketing services.

They stand on a mission to help their clients achieve full business growth through creativity, technology and strategic vision to become an organization that draws, develops and retains exceptional relationships.

The Challenge

From a simple telemarketing service 12 years ago, the Client’s business spawned into a broad range of marketing solutions like List-To-Lead Management, Content and Digital Marketing, Automation, and Web Services which includes Social Media Management.

However, not surprisingly, along with the big time expansion arose the need to increase the number of target clients – a large database of qualified prospects who have the need of the Client’s expanded services. Although the Client promptly addressed the need for a beefy database, a handful of related issues came up which seemed too much for the Client and its telemarketing team to handle: due to the extensive number of targets in the database to be called, productivity went against time so the information shared was somehow incomplete which resulted to low call quality and revenue. The Client decided to look for other options as the lead flow in the sales funnel seemed like jelly pearls passing through a large straw from a tumbler of winter melon iced tea – very few and flimsy.

The facts:

  • The Client’s callers used to make 80 calls/agent/day until the database was expanded and the daily target was raised to 140/caller/day, which came as a challenge, averaging only at 150/agent/day.
  • Number of leads generated averaged at 3/caller/day but went down to just 1/agent/day, a drastic decline of 60%.
  • Call quality rated average was 85 but slipped to 76.5, down by 10%
  • Campaigns closed averaged at 7/month, decreased to 4/month, revenue down by 50%

The Callbox Solution

Prior to the Appointment Setting program, Callbox and the Client agreed to sanitize the database via Customer Profiling. Customer Profiling is part and parcel of Callbox’s holistic campaign management. Moreover, Callbox takes full responsibility in managing the database by cleansing and profiling the contacts before, during and until the campaign ends.

  • Data Cleansing – all contacts on the database are called to confirm every piece of business information
  • Deduplication – missing details are retrieved and necessary changes are applied to eliminate goneaways, duplicate entries, and contacts that fall outside the target criteria.
  • Data Verification – contact names and contact numbers are validated, as well as email addresses, postal codes, and other pertinent contact details.

Appointment Setting

Callbox not only prides itself with more than a decade of sales and marketing experience and world-class service to its clients worldwide but for the proprietary technologies it has incepted like the Multi-Channel Lead Generation Program which has benefited numerous clients.

The Client thought of taking things one at a time and start the project as new – unloading their quite ambitious goal of going big at a snap in such a short period of time (3 months) and instead embrace a new set of strategies like the SMART Calling technology from Callbox which catalyzed their goals into success.

The campaign flow:

  • The Callbox team sent out flyers to the profiled contacts via the Pipeline Lead Nurture Tool. Opened emails, clicked links and downloads were tracked real-time and were followed up by callers at a certain time.
  • During the follow-up call, the agent must first be able to get the prospect to agree to receive the Client’s business eBook which contains a comprehensive information about their products and services. After which, the caller should set an appointment at the prospect’s most convenient way and time.
  • To ensure accuracy in the program, the Callbox team sent out calendar invites to prospects who agreed for appointment and a reminder to all those who agreed to receive the eBook.

Results

  • The Callbox team averaged at 180 calls/agent/day (16% increase from the Client’s 150 average a day)
  • Leads generated averaged at 4/agent/day (25% increase from the 3/agent/day)
  • Call quality scores improved to 90 (15% hike from the 76.5)
  • After the campaign period, deals closed averaged at 10/month (30% increase from 7/month), raising the Client’s monthly revenue to potentially $200,000 or more

While Callbox makes no promises when running a campaign and just simply addresses the need of the Client’s business by giving them the power to scale up their business potentials to boost sales numbers, the Client on the other hand, deserves commendation for going down the humble road and seeking help with their marketing requirements from an industry colleague. An unusual, profound business collaboration and teamwork between marketing rivals resulted to stellar business success.

Callbox: Bridge to Global Market for Improved Code Review Tool

The Client

The Client is a group of Business Intelligence, Data Warehousing and Data Integration experts, providing consulting and implementation solutions to numerous enterprise clients in the areas of Data Architecture, Data Modelling and ETL. They also provide consulting services relating to Reporting, Development, Modularized Solutions and Change Management.

The Challenge

The Client required a software license to complete product development, Their product, being a tool developed for Informatica PowerCenter, required the Client to team up with informatica users to obtain substantial information about the facets of the product’s development and come up with best practices.

The challenge was to “gain stronger and larger presence in the global market”. In order to achieve this, the Client needed access to Informatica users to help earn credibility and to increase trials for the software.

The Callbox Solution

Callbox’s Multi-Touch, Multi-Channel Lead Generation Program was all set to drive success for the Client. At the initial campaign term and even in succeeding terms, Callbox rolled out a Customer Profiling program to make the most out of the Appointment Setting campaign.

Appointment Setting

Replies and actions were monitored by the Callbox team and were set as follow-ups. in order to appropriately profile the contacts, the agent first verified information details followed by the required probing questions that focused on companies who are current Informatica Users for their code review tool and later on expanded to companies who also use ODI (Oracle Data Integrator) and IBM Data Stage code review tool.

The feedback from these users were properly noted and to in order to help the users carry out the best of the tools, the agent set for them appointments with the Client’s demo specialists to discuss with them some how to’s and DIY’s.

Database Profiling

  1. Emails played a key role in the campaign’s prospecting cadence, and were used to initiate contact (intro emails) and to nurture prospects (targeted send-outs).
  2. Callbox created and tested all email marketing materials used in the campaign, including email templates, landing pages, and other email components.
  3. The campaign’s email specialists managed and monitored all email marketing activities

Results

The initial term generated 35 appointments for web demo, the second term brought in 29 appointments and the third term rolled out 31 appointments, a total of 95 web demos.

Callbox bridged communication between the Client and its target market. The information that were dished out of the current Informatica users were substantial to the improvement of the tool and has earned them a higher credibility from their customers. On top of that, the three term-campaign that Callbox initially ran for them has allowed them to establish a larger and stronger presence in the global market.

As of the writing of this case study, the Client is still engaged with Callbox for yet another campaign term.

HR Market Leader Wins It All Back and More with Callbox

The Client

The Client prides itself with a 33-year experience in providing over 10,000 customers with low cost, simple and very effective payroll solutions.

The Challenge

The Client’s market dominion was somewhat threatened when payroll system providers in New Zealand offered the same or similar packages on software functionalities like Auditing, Templates, Tracking Capabilities, Costing Statistics, Pay History, Contributions and Help Desk Support, which deflated the Client’s huge number of customer database by 20%.

The competitors were seen to be quite aggressive in generating more customers, so the Client decided to combat the move by undertaking feisty initiatives like outsourcing a lead generation company who would help them look for new customers and win back those they’ve lost.

The Callbox Solution

Callbox’s multi-channel marketing program was designed to help clients maximize the full potential of a well-profiled and managed database to get them in front of their target prospects with the right message, at the right time.

In the said campaign, the Client required the Callbox team to generate leads using two different approaches for lost customers and new targets. The generated leads were differentiated into two categories, and from which the Client customized their solution/offers:

Concept 1 – Send Mail

A sequence of emails are sent to all unique entries contained in the Target List. The call result tag in the pipeline triggers the status change in the LN Tool, and a specific email copy is automatically sent. Below is a reference of email copy with corresponding call tag:

  • Prospects (new targets) who agreed to speak with the Client’s representative to discuss about the product /solution and its benefits

Approach:

This type of target customers were sent initial email copies that contained FAQs about their pain points like Holiday Pays, Leave Rates calculations, etc. As soon as the prospect opened the email or took action like clicked the Client’s website or accessed any link in the email, which were tracked real-time by the Callbox team, the contact was then scheduled in the Callbox PIpeline to be called by the agent and set for an office, online demo or phone appointment with the Client’s specialists.

  • Lost customers who agreed to speak again with the Client’s specialists and were interested to know about new offers

Approach:

For winback customers, the initial email copies included cost- and time-saving offers from the Client such as systems upgrade at the same package cost, restructured payment schemes and a sample comparative script of how their old service would look like upon return. A day after the initial copies were sent out, whether or not the prospect had opened or taken any action on the email or not, the agent made follow-up calls to those targets and set them for office, online demo or phone appointments with the Client’s specialists.

In addition, the agent incorporated a customer profiling activity during follow-up calls which made the database more accurate by updating contact information like the prospect’s name, company name and address, contact numbers, email addresses and social media accounts.

Results

The Callbox team generated a total of 84 Leads: 11 Office and 35 Phone Appointments and 38 Online Demonstration Bookings which were all part of the 2,343 Positive Contacts that included warm follow-ups. Out of the 84 Leads, 38 (40%) were winback customers.

Callbox’s multi-channel marketing platform was effectively utilized for the payroll leader’s lead generation campaign and which realized their goals to win back lost customers and acquire new ones worth nurturing.

Callbox’s Three-Step Tactic To Success for Marketing Consulting Specialist

The Client

The Client is a Marketing Consulting Agency which was founded in Kuala Lumpur, Malaysia in 2002. The company is an event specialist mainly for IT and Software industries providing Signature Campaigns, Event Management, Retail Services, Partner Programmes and Content Development in Singapore, Malaysia and Indonesia, and had ran several successful events for IT giants like Intel and Microsoft.

As the Client’s reputation grew in 2007, more industry giants like Bosch, Castrol, DiGi and Disney Channel entrusted them to handle major events which brought them more acclaim in the region.

The Challenge

The Client’s successes in the past did not leave them overconfident and content with their achievements but rather drove them to set their sights higher with plans for expansion of their services in the Southeast Asia by providing service to multinational IT and software companies. This objective was crystal clear but the tools and processes to run the project remained a gray area. This led the Client to look for a third party provider who possesses the expertise that would help them realize their plans. They considered partnering with a telemarketing company – specifically someone who has rich experience in events marketing campaigns and can provide a large and well profiled database for them.

Callbox was among three providers that were shortlisted by the Client but stood out to be their best choice in the end.

The Callbox Solution

The Client planned out a trade event for a giant IT firm. The objective was to gather as many attendees as possible and get interested prospects who would be good targets to follow up for succeeding events.

Callbox, known for its thought technology as a top lead generation provider, designed a multi-channel marketing campaign for the Client and employed the use of the Callbox Pipeline Lead Nurture Tool, a marketing automation tool that streamlines actions and communication between the Client and the targets, creating a seamless workflow for the Callbox team throughout the duration of the campaign.

The presentation of the whole idea of how the project will be ran was the very reason why the Client blithely chose Callbox over the other two lead generation providers.

The process was easy as counting 1-2-3:

  1. Event invitation emails were sent to prospects before the calling commenced. This was coursed through the Callbox Pipeline Lead Nurture tool which served a double purpose – to formally invite prospects and at the same time to validate the information details of the contacts in the list. The validation process filtered invalid contacts like DNC and Bounced emails by moving these entries from the target list to a repository list. Once updated, these were uploaded back to the target list to be blasted with email invites.
  2. A one call resolution tactic was applied in making follow-up calls to prospects who took actions like opened email, replied or clicked a link on the page upon receipt of the invites. The agent’s follow-up call was not simply to share more about the event details or answer the prospect’s queries but as much as possible, aimed to seize the lead by walking them through the whole registration process. Once done, the agent immediately sent out a calendar invite that contained complete event details like title, date and time, venue and confirmation codes as a steady reminder for the prospect.
  3. The third and last step was calling all the registrants a day or two before the event date to confirm their attendance. During the confirmation call, the agent had to make sure that the registrant had accepted or accepts the calendar invite and confirms his or his representative’s attendance to the event.

Results

The campaign officially registered 129 confirmed attendees for the giant IT company. But for this Marketing Consulting specialist, the successfully concluded campaign was just a start of even bigger things, for them the best thing was nurturing 150 warm follow-ups who are all possible attendees to upcoming events, and a rich database containing well-profiled and accurate contacts.

The event campaign saved the Client much time and money as they not only gathered a good number of attendees for the IT giant’s event but at the same time, currently reserves another batch of warm prospects for the next event that wouldn’t necessarily require much time and effort to follow-up.

In fact, as of press time, Callbox is set to launch another event campaign for the Client.

Callbox Takes Systems Integrator Leader From “Test” To “Trust”

The Client

The Client is a leading provider of Cloud Integration and Supply Chain Integration Solutions. The services they provide help businesses simplify integration, automate processes and improve collaboration and visibility to global trading partners.

Originally founded in 2005 as a B2B-focused consulting firm, they later evolved, acquired and developed key technologies to address the growing needs of collaboration in businesses worldwide.

The Challenge

Despite working with some providers whom the Client relied on in getting new business, finding interested companies to engage with their services for the long term was a challenge. The Client figured out that the issue was rooted in two causes:

  1. Contacts that weren’t fully profiled. Most of their current customers may not be the best candidates to maximize the whole range of collaboration solutions the Client has to offer and sign on with the Client for longer contract periods.
  2. Lack of probing efforts to uncover the need from prospects like, which integration solutions would best fit to integrate and automate their business processes.

With the hope to find key solutions to the problem, the Client searched for another marketing provider – a lead generation/appointment setting company who can provide them with a list of accurate contacts and quality appointments with interested prospects who have the need for cloud integration and supply chain solution services, and who would most likely keep a long-term engagement with them.

The Callbox Solution

Past experiences with providers who delivered less qualified appointments have made the Client become quite skeptical about what Callbox’s multi-channel marketing campaign program can do to better their current business status. For them, the first 3-month campaign term they signed up was a “test”, but for Callbox, as always, it was a “commitment”.

In order to address the Client’s challenges on contact accuracy and quality of appointments, the team carried out their best effort to profile and update each contact information with each call, and took the opportunity to ask prospects appropriate probing questions to uncover business needs. These were significant factors in generating high converting appointments.

To make these processes continuously run throughout the whole campaign period, the Callbox team employed the Callbox Pipeline Lead Nurture Tool which efficiently automated tasks that streamlined the workflow:

  • Contact profiling was efficiently processed through the Lead Nurture Tool’s list cleansing feature, by automatically sending invalid contacts to support lists for the research team to wash and update.
  • Custom emails were automatically sent to prospects in a scheduled manner. The actions taken by prospects like clicking a website or submitting a form, sent real time alerts to the caller to promptly respond or call them.

The Callbox Pipeline Lead Nurture Tool was vital in keeping the calling list accurate throughout the whole campaign duration, and broadened the chance for the caller to reach the right prospects at the right time, when they are most available to talk, thus resulting to a very impressive turnover at each end term:

  • 1st Term (3 months) – 49 appointments (4 seats)
  • 2nd Term (5 months) – 94 appointments (4 seats)
  • 3rd term (3 months) – 197 appointments
  • 4th term (3months) – 360 appointments

Another good one, good fit. Keep ’em coming. A little small, but they have the need for sure.

I’m happy with the leads for these past couple of days. Just had a call with (company) earlier and it was a very good call. Good job!

Another good call. Sending an initial proposal over now.

There was a great improvement on the quality of the leads for the past couple of months.

Results

With Callbox’s skillful profiling methods, the Client now keeps a well-profiled list of contacts – customers who fully require collaborative commerce solutions; and through intensive probing, the team was able to uncover business needs. This has helped the Client tailor the best solutions for customers and get them to sign up for longer term contracts.

The Callbox multi-channel marketing campaign delivered a total of 700 appointments over a period of 14 months. Approximately 25% or 175 of these leads agreed to receive proposals and with a close ratio of 12%, the Client stands to gain a total of $1.3M worth of incremental revenue from Callbox-generated leads.

Currently, they are actively nurturing over 150 leads, and anticipating further success in the coming year.

The Client greatly acknowledges Callbox’s best efforts to unleash their business potentials and achieve their goals.

It has allowed us to focus on what we do best instead of cold calling or generating lists. Callbox is very efficient in these areas and has economies of scale that we simply cannot produce on our own.

A well-profiled contact list, high converting qualified appointments, upscaled sales revenue and long-term business engagements – all these have reversed the Client’s skeptical view on Callbox’s Multi-Channel Marketing Program from a mere “test” into a “trustful” business partnership.

Callbox Multi-Channel Marketing Program: Partnering for 33% Sales Increase in Sydney IP Services

The Client

Established in 1998, the Client is an Australian-owned cloud, data centre and connectivity provider. Specializing in enterprise cloud, robust data centres, managed connectivity solutions and multi-provider internet services, the Client’s network extends throughout Australia with its own points of presence in five states.

The Challenge

In 1999, the Client partnered with Optus to wholesale Internet Protocol (IP) Services to middle-tier ISPs and voice service providers in Queensland, and extended its market to Sydney in the mid-aughts. The Sydney operation did quite well in the first five years, maintaining a good number of customers.

However, in recent years, the Sydney operation fell into a predicament where Annual ROIs barely moved up as in-house sales and marketing schemes became ineffective at acquiring new customers. The Client knew that in order to increase their clientele list, more advanced sales and marketing methods and tools were needed. But this also led them to another challenge: they were not equipped with the best tactics and tools for scaling up their sales numbers.

After some foresightful study, the Client took a backseat from the situation and decided to outsource their sales and marketing efforts with Callbox.

The Callbox Solution

Callbox and the Client were a match made in heaven.

The first project was a single-seat, 3-month appointment setting campaign that initially ran with scaled-back activities, which were gradually increased as the campaign proceeded.

Both Callbox and the Client kept the database containing specific zip codes from the Sydney area accurate and up-to-date through regular list scrubbing and prospect data profiling. This process significantly reduced invalid records, allowing the campaign to reach a greater number of prospects.

Along with managing the campaign database, the Client worked closely with the assigned agent by providing insights and feedback on how to deliver a compelling pitch about the solution’s key benefits and overall messaging strategy, while helping the agent to sharpen her fundamental appointment setting skills, resulting in a higher output of quality leads.

Moreover, Callbox Pipeline’s marketing automation features for lead management, campaign monitoring and lead nurturing helped the Client stay on top of the campaign. Callbox Pipeline served as the campaign’s central hub for monitoring prospecting calls, follow-up emails, and booked appointments, providing real-time tracking and project management capabilities. As per the client, “it’s a neat diary”.

Results

With the help of Callbox Pipeline and Callbox’s multi-channel marketing program, the team booked 24 appointments in the first two months of the three-month campaign period – good news not only to the company’s directors but most especially to their partner Optus. These appointments represented a significant 62% surge from their average conversion rate for the last three years.

But the best was yet to come. On the 3rd month, things got off to a flying start as sale after sale came in.

A few feedback from the Client during this time included:

“Hi Team, FYI, we are about to get our first large deal signed off. Thank you and your team for the fantastic result. Keep them coming!”

“Hi Team, I hope all is well. Some more good news, I have converted another lead this week. Please pass on my thanks to the team & keep up the good work!”

“Team, What a great way to start the New Year! Thank you very much.”

Callbox’s multi-channel marketing program and Callbox Pipeline were exactly the perfect pairing of strategy and technology that the Client needed to achieve a 33% sales increase in six months’ time. After two campaign periods that closed 3large multinational deals, the Client’s sister company, a web design firm, also signed up for a lead generation campaign with Callbox.

As for the Client, these results helped win their trust and confidence in Callbox, leading them to refer another Optus-partner company to work with Callbox for an appointment setting campaign.

Callbox and the Quartered Success of The File Transfer Expert

The Client

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.

The Callbox Solution

The campaign’s initial run 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. 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.

Leads breakdown table

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.

Database Use

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.

Results

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.

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

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 a SAP consultancy firm 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 cost-efficient 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 Challenge

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.

Campaign Objectives

  1. Gather information on the prospect’s setup and plans concerning their company’s enterprise software
  2. Arrange for a face-to-face or phone meeting with one of the client’s team of SAP Consultants
  3. Send out an EDM (electronic direct mail) with a link to a video showcasing the client company’s latest suite of enterprise software solutions
  4. Obtain a fully-profiled contact list for upcoming marketing efforts

Marketing Funnel

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.

Contacts

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.

Conversations

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.

Inquiries

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.

Qualified Leads

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.

Booked Appointments

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.

The Callbox Solution

Multi-touch Multi-Channel Approach

Callbox effectively combined six different channels to initiate contact, generate conversations and responses from prospects, and nurture leads.

Targeted Email

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.

Calling

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.

Web Visits

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.

Social Media

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 drag-and-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.

Online Lead Nurturing Scheme

An Introduction email was sent out to all email contacts in the prospect’s list. 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.

Online lead nurturing funnel

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.

Online-Nurturing-Scheme

Prospects were led to the landing page primarily via email send outs. Each contact request sent in by a prospect was received by the Callbox team as an email notification and treated as in inquiry.

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.

Call Nurturing Scheme Funnel
Call Lead Nurturing Scheme

Results

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.

The Client, 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

Callbox and Software Leader Spell Success

The Client

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.

The Challenge

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:

  • System change
  • System upgrade or downgrade
  • System maintenance
  • Add-ons to current system

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:

  • Satisfaction with the current software being used
  • Flaws/problems with current software
  • Current systems used for operation and accounting
  • Evidence of manual or double entry for processes
  • Interest in changing or upgrading current software
  • Functionalities expected from the software
  • Time-frame for implementation
  • Budget

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.

Results

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.

Callbox Delivers Qualified Leads for Workforce Management Solutions Expert

The Client

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.

The Challenge

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:

  • Budget
  • Current processes and software solutions (tech stack)
  • Number of users
  • Target implementation date
  • Industry

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.

Results

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.

Callbox Provides Maximum Marketing Support for Talent Management Solutions Leader

The Client

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 Challenge

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.

Database Cleanup

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:

  • reviewing, evaluating and studying the work that needs to be done for the Client’s lists
  • updating addresses, name spellings, titles and email addresses
  • removing or consolidating duplicates
  • normalizing data formats
  • adding key data fields
  • phone-verifying all contact and company information

List management / Contact management

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

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 Pipeline CRM, 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.

Results

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.