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High-Growth SaaS Startup Boosts Momentum with Callbox Campaign

The Client

The Client is a Singapore-based software-as-a-service (SaaS) company that develops and offers a transportation operations management platform primarily for SMEs in Southeast Asia. Its subscription-based cloud service provides collaborative planning, route optimization, driver dispatch, and e-signing capabilities for fleet owners.

The Challenge

The Client helps SMEs better manage their fleet of land transport vehicles with its cloud-based logistics operations platform. The platform automates many of the challenges that businesses face in their logistics processes, such as handling job orders, tracking vehicles, allocating routes, planning schedules, and dispatching drivers.

Founded in 2012, the Client has experienced strong growth over the last three years, with annual revenues increasing 350% year-on-year. The company says around 100 organizations (including some Fortune 500 brands) across Southeast Asia now regularly use its system to process nearly 1 million delivery and pickup tasks.

After raising its seed round, the Client rapidly expanded its user base in Singapore and also gained additional subscribers in different locations across Southeast Asia. As part of its medium-term growth outlook, the company planned to increase its market share in Singapore and Malaysia, before focusing on Indonesia and other markets in the region.

With less than 50 employees (most of whom doing engineering roles), it was clear the company needed outside help in several business areas to let the company reach and sustain its revenue growth objectives. In particular, the Client wanted to outsource the time-consuming activities of researching potential customers and contacting them one by one for a sales appointment, which typically took up almost two-thirds of their reps’ time.

The Callbox Solution

The Client chose Callbox as its outsourced marketing partner, citing that Callbox’s extensive experience running successful campaigns for both cloud companies and logistics service providers in the APAC region gave Callbox the needed domain knowledge to operate in the Client’s target market.

Callbox and the Client then drew up a campaign plan for a three-month appointment setting program with the following goals:

  1. Pinpoint SMEs in Singapore and Malaysia that potentially need transport management systems (TMSs)
  2. Connect with decision makers in these companies through targeted sales calls and emails
  3. Introduce the Client’s subscription-based TMS and book meetings with interested prospects
  4. Collect additional information to help the Client gauge product-market fit

Appointment Setting

  1. Callbox prepared the list of Singapore and Malaysia contacts based on the Client’s specifications (job titles, industries, annual revenue, and employee count).
  2. The Client had already drafted its own call script and asked Callbox to review and contribute to the final version.
  3. The Client wanted the Callbox team to prioritize setting office meetings for Singapore prospects and phone appointments for Malaysia contacts.

Email Marketing

  1. The Callbox team prepared all email templates used in the campaign, including the initial outreach email and targeted email send-outs.
  2. The campaign’s email specialists handled, tracked, and tested key email components, such as subject lines, copy, design, calls-to-action, and landing pages.
  3. Email touches allowed the Callbox team to warm up and nurture prospects, as well as to follow up and respond to information requests.

Results

The Client received a total of 55 qualified appointmentsfrom the three-month campaign.

The bulk of the three-month campaign’s activities were carried out during the closing quarter of 2017 and early January the following year. Since Callbox campaigns typically start with email outreach to gauge prospects’ readiness for a one-on-one sales call, the first 2 to 3 weeks saw mostly email marketing results:

  • Delivery rates between 96% to 98%
  • Open rates of up to 17%
  • Reply rates of 3.8% on average

The Callbox team started handing off appointments to the Client toward the end of the first month, and continued to deliver a steady supply of meetings throughout the remaining two months.The Client received a total of 55 qualified appointments from the three-month campaign. While the Client did not indicate how much of these prospects it expected to convert into opportunities or customers, the company mentioned that the 55 qualified appointments provided significant boost to its pipeline to help it meet a crucial business milestone in time for its pre-series A funding round application.

IT Security Provider Taps into APAC Markets with Callbox Campaign

The Client

The Client is the China office of a U.S.-based company that provides security identity solutions. Its products include authentication and credential management appliances, biometric authentication solutions, card printers, smart card-based credentials, controllers, contactless credential encoders, OEM-embedded modules, and RFID tags.

The Challenge

The Client is looking to capture a huge part of the growing demand for smart cards and personal identification applications in the APAC region. In particular, the company aims to grow sales of its card printers/encoders and its ID card design software suite.

In line with this, the Client’s strategy calls for targeting organizations that issue cards to employees or members in order to position its solutions as an alternative to legacy systems or other secure identity brands. The value proposition for its products and services revolves around flexibility, scalability, reliability, security, and affordability.

The Client has been moving more toward outsourcing marketing activities in the awareness stage of its sales funnel. The company wants its in-house team to concentrate on nurturing and following up opportunities, while letting a third-party agency do much of the prospecting and lead generation heavy-lifting.

Aside from delivering cost savings and productivity gains, the Client requires its marketing partner to have deep familiarity with its target markets and must be able to effectively communicate its value proposition.

The Callbox Solution

The Client selected Callbox after a thorough evaluation process, citing Callbox’s proven track record of successfully managing campaigns for complex-sale IT products in the APAC region.

Callbox customized an Account-based Marketing Lead Generation & Appointment Setting campaign which consisted of the following, which was approved by the Client::

  • Account-Based Multi-Channel Lead Management via Voice, Email, Chat, Web, Social Media, and Webinar. 
  • Sales Enablement & Support which included Product Training, Account Setup, and Back Office Sales Support.
  • Tools & Subscriptions to the Callbox Pipeline and HubSpot CRM.
  • Account Management with Strategy Building, Regular Reporting and Continuous Product Knowledge.

THE GOALS

  • The Callbox team was to engage prospects via live phone conversations enhanced with email and other channels. The primary focus of each touch point was to sell the benefits of the Client’s secure card printer/encoder and ID personalization suite.
  • To book appointments with interested prospects for the Client.
  • To tag leads as sales-qualified leads (SQL) for prospects who agreed to face-to-face meetings, and marketing-qualified leads (MQLs) for those who showed interest by accepting a free whitepaper.

Below is the two-step campaign process:

Account Research and Selection

  1. The Client specified their target industries, location, and decision makers.
  2. Callbox refined the Client’s ideal customer profile (ICP) which served as a basis for identifying qualified accounts.
  3. Callbox came up with a list of potential contacts to target, which was reviewed and approved by the Client.

Account and Prospect Profiling

  1. The Client provided buyer persona profiles of the prospects that they wanted the outbound campaign to target. The profiles consisted of detailed demographic and firmographic segmentations.
  2. Buyer personas identified as the campaign’s primary targets were Membership Managers, Club Managers, Admin Managers, IT Managers, HR, Purchasing, and Security Managers 
  3. The master contact list was segmented based on these personas, and was further grouped according to industry type.

Results

The campaign ran for 6 months and generated a total of 22 Sales-Qualified Leads, 208 Marketing-Qualified Leads, and 66 Follow-ups, exceeding the Client’s expected results of 15 appointments and 100 completed leads due to the very tight criteria that the campaign required.

In addition to leads and appointments, the campaign also gathered vital marketing intelligence for the Client. The Callbox team uncovered which security identity brands were in use, prospects’ feedback on these brands, and reasons for sticking with the status quo.

Since the 22 appointments handed off by the Callbox team were highly qualified sales opportunities, the Client believes it can convert 70% to 80% of these SQLs into customers within the next three months.

Callbox Webinar Event and ABM Campaign Mined Success For Jewelry ERP

The Client

The Client is a 25-year old technology solution and business consulting provider, and a Microsoft business partner who largely carries Microsoft dynamics products in the Middle East.

The Challenge

The Client started providing technology and business solutions more than a couple of decades ago, and has acquired a substantial database of customers despite some challenges encountered in their marketing and sales processes.

In 2014, the Client launched an ERP software product aimed at jewelry companies. The new platform improves data collection and reporting systems for better BI capabilities. However, the target market was mostly made up of technologically-conservative companies which were typically reluctant to adopt solutions similar to what the Client was offering.

It was against this backdrop that the Client approached Callbox to outsource their lead generation efforts. The Client needed a marketing partner that can help them scale and quickly pivot along with changes in their strategy.

The Client started to provide technology and business solutions more than a couple of decades ago, and has built a huge database of customers despite the challenges encountered. 

They recently launched an ERP software for jewelries that would provide reports that are useful in increasing business profitability. However, the target market was quite conservative, not easily convinced to engage in software solutions for business advancement, and still preferred to do business the old way like word of mouth and inbound.

That became one big challenge for the Client which impacted customer acquisition and expansion, and eventually called for external assistance. This made the Client decide to outsource lead generation and appointment setting campaigns from a third party provider.

The Callbox Solution

Engaging in outsourcing the first time was another challenge to beat. The Client had to look up several lead generation agencies online before they finally trimmed down the list into three, and finally decided on Callbox.

Callbox designed a Webinar and Account-Based Marketing Lead Generation and Appointment Setting campaign for the Client which consisted of:

  • Account-Based Multi-Channel Lead Management which included Voice, Email, Web, Chat, Webinar, and Social Media
  • Sales Enablement & Support through Team Training, Account Setup, and Back Office Sales Support
  • Tools & Subscriptions to the Callbox Pipeline and HubSpot CRM
  • Account Management via Strategy Building, Reporting, and Product Knowledge

THE GOALS

  • The Callbox team was to do a customer profiling to validate the contact information in the database by sending initial emails that contain an overview of the jewelry ERP software
  • Prospects who would actively respond were to be followed up via voice or calling channel, and invite to the webinar
  • Prospects who would agree to speak with the Client will be booked for either a phone or online demo with the Client’s consultants

Below is the two-step campaign process:

Account Research and Selection

  1. The Client specified their target industries, location, and relevant contacts
  2. Callbox refined the Client’s ideal customer profile (ICP) which served as a basis for identifying qualified accounts
  3. Callbox came up with a list of potential contacts to target which was reviewed and approved by the Client.

Account and Prospect Profiling

  1. The Client provided buyer persona profiles of the prospects that they wanted the outbound campaign to target which consisted of detailed demographic and firmographic segmentations
  2. Identified as the campaign’s primary targets were Shareholders, Managing Director, CEO, CFO, IT Manager, Accountants
  3. The master contact list was segmented based on these personas, and was further grouped according to industry type

Results

For the three campaigns, a total of 85 appointments and 177 MQLs were generated by the Callbox team for the jewelry ERP provider, 51 (60%) of which were converted into proposals, which represented potential additional revenue for the Client valued at $612,000.

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, but 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 focused on what they can do to address the challenge. 

The digital marketing analytics leader planned out an in-house marketing strategy, and placed a new set of targets for their marketing team. After a few months of running the in-house campaign, the Client realized that the target of 36 leads for a quarter was high. 

With the inconsistent, and below target campaign results that the in-house efforts delivered, the Client decided to outsource a lead generation campaign, which was actually part of the initial strategy plan of the company.

The Callbox Solution

Callbox designed an Account-Based Marketing Lead Generation and Appointment Setting campaign for the Client which consisted of:

  • Account-Based Multi-Channel Lead Management which included Voice, Email, Web, Chat, Webinar, and Social Media
  • Sales Enablement & Support through Team Training, Account Setup, and Back Office Sales Support
  • Tools & Subscriptions to the Callbox Pipeline and HubSpot CRM
  • Account Management via Strategy Building, Reporting, and Product Knowledge

THE GOALS

  • The Callbox team was to run an email marketing to dissiminate information about Social Media Analytics
  • To do customer profiling to track the most responsive prospects 
  • Book meetings with interested prospects for either a phone or online demo with the Client’s consultants
  • Build more social media connections

Below is the two-step campaign process:

Account Research and Selection

  1. The Client specified their target industries, location, and relevant contacts
  2. Callbox refined the Client’s ideal customer profile (ICP) which served as a basis for identifying qualified accounts
  3. Callbox came up with a list of potential contacts to target which was reviewed and approved by the Client.

Account and Prospect Profiling

  1. The Client provided buyer persona profiles of the prospects that they wanted the outbound campaign to target which consisted of detailed demographic and firmographic segmentations
  2. Identified as the campaign’s primary targets were Marketing Managers, Owners
  3. The master contact list was segmented based on these personas, and was further grouped according to industry type

Results

The 12-month Account-Based Marketing Lead Generation and Appointment Setting campaign produced a total of 176 Sales Qualified Leads, 63 Marketing Qualified Leads, and 1,334 Social Media Connections.

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, 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. It has run several successful events for IT giants like Intel, Microsoft, Bosch, Castrol, DiGi, and Disney Channel.

The Challenge

The Client recently signed a partnership with one of the biggest players in the IT sector to run a series of live events. The project was set in stone, but there was no fitting strategy in place that would efficiently carry out the campaign. This led the Client to consider partnering with a telemarketing company, specifically someone who has rich experience in running event marketing campaigns and can provide a database of contacts. Callbox was among the three providers that were shortlisted by the Client but stood out to be their best choice in the end.  

The Callbox Solution

Based on the Client’s goals, Callbox designed an Events and Account-based Marketing Lead Generation and Appointment Setting campaign which consisted of:

  • Account-Based Multi-Channel Lead Management which included Voice, Email, Web, Chat, Webinar, and Social Media
  • Sales Enablement & Support that provided Team Training, Account Setup, and Back Office Sales Support
  • Tools & Subscriptions to the Callbox Pipeline and HubSpot CRM
  • Account Management with Strategy Building, Reporting, and Product Knowledge

THE GOALS 

  • The Callbox team was to profile the list to make it accurate and updated
  • Send event invites to the profiled targets to gather registrations
  • Call to follow up and confirm registrants for the event
  • Do post-event outreach by calling, and booking meetings with prospects who are interested in speaking with the Client’s BDMs

The campaign involved two key steps:

Account Research and Selection

  1. The Client specified target industries, locations, and decision makers
  2. Callbox worked out the Client’s ideal customer profile (ICP) which served as a basis for identifying qualified accounts
  3. Callbox then compiled a list of potential contacts to target, which was reviewed and approved by the Client

Account and Prospect Profiling

  1. The Client provided target decision makers for the Callbox team to reach out which consisted of detailed demographic and firmographic segmentations
  2. The buyer personas designated as the campaign’s primary targets were IT Managers / IT Admin / Helpdesk Managers / Infrastructure Managers
  3. The master contact list was segmented based on these personas and was further grouped according to industry type

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 Managed B2B e-Commerce solutions that simplify integration, automate business processes and enhance collaboration and visibility across global trading partners.

The Challenge

Prior to working with Callbox, the Client employed a number of lead generation companies, but most of which resulted in low conversions due to poor lead quality brought by lists with poorly verified contacts, and the lack of probing efforts to uncover prospects’ needs.

The Callbox Solution

Callbox designed an Account-based Marketing Lead Generation & Appointment Setting campaign for the Client which consisted of:

  • Multi-Channel Lead Management which utilized voice, email, chat, social media and mobile.
  • Sales Enablement & Support including training, setup and back office sales support.
  • Tools & Subscriptions to Callbox Pipeline and HubSpot CRMs.
  • Account Management which includes strategy building, reporting and product knowledge.

The campaign goal was for the Callbox team to profile the contact list to ensure higher chance of engagement in generating appointments for the Client.

The campaign was rolled out in two stages:  

Account Research and Selection

  1. The Client specified their target industries and relevant contacts.
  2. Callbox refined the Client’s ideal customer profile (ICP) which served as a basis for identifying qualified accounts.
  3. Callbox built a list of target contacts which was reviewed and approved by the Client.

Account and Prospect Profiling

  1. 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.
  2. Buyer personas identified as the campaign’s primary targets were CIO, IT Manager, Senior Development Manager, PIC of the Software Development in the company
  3. The master contact list was segmented based on these personas, and was further grouped according to industry type.

Results

Overall, the 14-month ABM Lead Generation and Appointment Setting campaign delivered a total of 700 Appointments and 150 Potential Leads.

IP Provider Hit 33% Up From 3 Closed Deals with Callbox Account-Based Marketing

The Client

The Client is an Australian-owned cloud, data centre and connectivity provider, specializing in enterprise cloud, robust data centres, managed connectivity solutions and multiprovider internet services, with a network that spans through Australia points of presence in five states.

The Challenge

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. The Sydney operation did quite well in the first five years, but later scaled down as in-house sales and marketing schemes became ineffective in acquiring new customers, barely drawing ROI. The Client knew that in order to increase their client list, they needed more advanced sales and marketing methods and tools, but such requirements further led them to another challenge: lacking the best tactics and tools that would scale up the sales numbers.

The Callbox Solution

Callbox designed a six-month ABM Lead Generation and Appointment Setting campaign for the Client which consisted of:

  • Account-Based Multi-Channel Lead Management which included Voice, Email, Chat, Web, Social Media, and Webinar
  • Sales Enablement & Support that provided 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 campaign involved two key steps:

Account Research and Selection

  1. The Client specified target industries, locations, and relevant contacts.
  2. Callbox refined the Client’s ideal customer profile (ICP) which served as a basis for identifying qualified accounts.
  3. Callbox then compiled a list of potential contacts to target which was reviewed and approved by the Client

Account and Prospect Profiling

  1. The Client provided buyer persona profiles of the prospects that they wanted to engage which consisted of detailed demographic and firmographic segmentations
  2. Relevant contacts designated as the campaign’s primary targets:Office Manager, Gen. Manager, Managing Director, ICT Manager/Director, IT Manager, Communications Manager
  3. The master contact list was segmented based on these decision maker profiles, and was further grouped according to industry type

Results

Overall, the 6-month ABM Lead Generation and Appointment Setting campaign delivered 72 Sales Qualified Leads, 87 Marketing Qualified Leads, and 316 Social Media Connections.

Out of the 6-month campaign, the Client was able to close 3 contracts to multinational companies, which is a bigtime 33% increase in their sales in the last three years.

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 and Appliance Technology Firm Leagued for a Successful ABM Campaign

The Client

The Client is a pioneer, and innovative and rapidly expanding provider of appliance technologies and services with a focus on IT security and compliance. It combines solutions from selected software vendors with appliance hardware of the highest quality in its products.

The Challenge

The Client needed a team to run a lead generation program to expand their Singapore and Malaysia markets. The campaign will cater to companies with global presence that send out large files from site to site, or those that require file-sharing with their resellers or customers.

The Callbox Solution

Based on the Client’s campaign objectives, the Callbox team designed an Account-Based Marketing Lead Generation and Appointment Setting campaign which consisted of:

  • Account-Based Multi-Channel Lead Management which utilized Voice, Email, Web, Chat, Webinar, and Social Media
  • Sales Enablement & Support that 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 Campaign Goals

  • The Callbox team was to contact the Client’s target accounts, and promote its file transfer product and solutions.
  • Send out prospecting emails that contain the Client’s offerings to generate interest; opened emails will be prioritized during the call.

Below is the two-step campaign process:

Account Research and Selection

  1. The Client specified their target industries, location, and relevant contacts which the Callbox team referenced in building the database.
  2. Callbox refined the Client’s ideal customer profile (ICP) which served as a basis for identifying qualified accounts.
  3. Callbox came up with a list of potential contacts to target which was reviewed and approved by the Client.

Account and Prospect Profiling

  1. The Client provided buyer persona profiles of the prospects that they wanted the outbound campaign to target. The profiles consisted of detailed demographic and firmographic segmentations.
  2. Identified as the campaign’s primary targets: Directors, Business Owners, IT Managers, Person in Charge of IT
  3. The master contact list was segmented based on these personas, and was further grouped according to industry type.

Results

The Account-Based Marketing Lead Generation and Appointment Setting campaign ran for 4 years, and generated a total of 857 Sales Qualified Appointments.

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

Case Studies

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