Tag Archive for: case-study-software-products

SaaS HR Firm Speeds Past 2.5x Sales Pipeline Growth with Callbox

The Client

The Client is the Singapore office of a cloud-based HR software solutions provider headquartered in Japan. The company’s main offering is its on-demand, subscription-based time attendance software used by more than 9,500 companies and 600,000 users throughout Asia.

The Challenge

Building on the success of its cloud-based time attendance management solution, the Client recently rolled out a more internationalized version of its flagship product which served 9,500 companies with over 600,000 users, mostly located in Japan.

To accelerate its customer acquisition initiatives, the Client sought to expand into several key Southeast Asian countries. The Client’s own research indicated a strong potential for tight product-market fit in the region, placing Southeast Asia as the next major growth driver for the company.

By providing an open API that allowed global customers to integrate any payroll system with the Client’s suite of HR software solutions, the company aimed to bring its product portfolio in front of a broader group of potential customers.

But first, the company needed help with a key part of their customer acquisition strategy: direct outreach. The Client relied both on inbound and outbound marketing channels to capture and convert prospects, but they felt their outbound efforts could use a boost.

Before partnering with Callbox, the Client’s marketing team was generating an average of 6 booked appointments for their sales reps per month. The Client decided to outsource their outbound activities instead of hiring full-time staff to handle prospecting, so that the company could assign their internal people into lead nurturing and lead conversion roles.

The Callbox Solution

Callbox has a long track record of planning and managing successful targeted marketing campaigns for B2B SaaS companies in Southeast Asia. That was one of the main reasons why the Client chose Callbox from a shortlist of marketing agencies.

A pilot three-month campaign was first carried out to gauge the program’s impact on the Client’s sales pipeline. With the pilot run’s results exceeding all key targets, the Client gave the go-ahead for a one-year appointment setting program, which is wrapping up its fifth month at time of writing.

Callbox created an integrated appointment setting strategy that combined phone, email, and LinkedIn touch points. The program consists of three main campaign activities:

Identifying and profiling potential customers

  1. Callbox and the Client worked out the specifics of the target companies and relevant contacts based on the Client’s ideal customer profile (ICP).
  2. The Client wanted to target construction, manufacturing, wholesale trade, retail trade, services, and logistics companies in Singapore and Malaysia with at least five employees.
  3. From the specifications, a list of HR, IT, Finance, and other key managers was prepared and submitted to the Client for approval.

Carrying out multi-touch, multi-channel outreach

  1. The Callbox team designed and executed an outreach cadence consisting of targeted emails, one-on-one sales conversations, and LinkedIn marketing.
  2. The touch points were initially set based on the project’s objectives and timeline, and later fine-tuned according to campaign results.
  3. The overall program was carried out by a dedicated team that had in-depth experience in marketing campaigns for SaaS solutions, with each channel handled by specialists.

Qualifying, following up, and verifying prospects

  1. Agents engaged the target contacts through live conversations designed to gauge fit and interest.
  2. The outreach cadence also included nurture paths for following up prospects and ensuring that all booked meetings took place as scheduled.
  3. The entire project was managed using Callbox’s marketing tech stack which is powered by Pipeline CRM (Callbox’s proprietary CRM tool).

Results

The initial test campaign yielded a total of 51 qualified appointments, which was 8.5 times more than what the Client could produce.

The program has now completed a pilot run and is now finishing up the fifth month of the main phase. The results so far have consistently exceeded the Client’s targets, and the sales appointments Callbox generated have significantly expanded the Client’s pipeline.

The initial test campaign yielded a total of 51 qualified appointments, which was 8.5 times more than what the Client could produce. Meanwhile, the main phase of the program has delivered 65 qualified appointments as of press time.

This means that, throughout the engagement so far, Callbox has managed to hand off an average of 15 qualified appointments per month, which is almost 2.5 times what the Client’s in-house team can generate.

Aside from appointments, the two campaign phases also yielded 161 completed leads, which are prospects that match the target customer profile but require further nurturing by the Client’s in-house team.

Callbox Boosts Event Turnout for Cloud Provider, Hands Over 1,000+ New Prospects

The Client

The Client is a San Francisco, CA-based software company that provides cloud computing solutions to enterprise and business users. The Client primarily offers an on-demand customer relationship management (CRM) platform, where subscribers store customer data, track sales opportunities, and collect customer insights.

The Client also develops other subscription-based solutions for meeting businesses’ needs throughout the customer life cycle, as well as provides a full suite of development integration services.

Founded in 1999, the Client now remains the clear leader in the CRM space with a 20% market share. As of 2017, The Client has around 30,100 employees across its global offices and annual revenues of more than $8.4 billion.

The Challenge

As a leading brand in the CRM market, the Client regularly organizes and hosts in-person events throughout different parts of the world. These tradeshows and conferences, including its annual flagship event, typically draw huge numbers of attendees and receive extensive media coverage.

For its Asia-Pacific calendar, the company had a series of live events lined up for 2017. These events—which were scheduled for January, April, and July—would showcase the Client’s insights on how top-performing marketers succeed with customer-centric strategies driven by digital tools.

The Client planned to host each of the events in both Singapore and Hong Kong, targeting CMOs, marketing directors, sales directors, marketing managers, and other persons in charge of marketing and sales at organizations based in the two cities. The three events included separate programs for SMB and mid-market/general business (MMGB) audiences.

The company partnered with Callbox after being introduced by one of Callbox’s long-time clients in the software space. The Client intended to add targeted, one-on-one outreach into the event promotion mix, and wanted to see how Callbox’s Call-to-Invite package would be able to help boost registrations for its January event.

The initial campaign’s results met the company’s expectations, and The Client decided to work with Callbox for the April and July live events.

The Callbox Solutions

A Call-to-Invite campaign was planned for each of the three events. The three campaigns combined email outreach and live phone conversations to engage attendees and prospects throughout the event cycle.

STEP 1. LAYING DOWN THE GROUNDWORK

Prior to the start of each campaign, callbox closely worked with the Client to thoroughly prepare for the Call-to-Invite activities:

  1. Hand-picked and briefed the campaign team, which included calling agents and email specialists
  2. Created the Client’s account on Pipeline, Callbox’s lead management platform, and integrated The Client’s event partner Revolution 360 into the loop
  3. Developed the campaign collaterals, including email templates and call scripts which were reviewed by the Client
  4. Compiled the target list based on the Client’s ideal attendee profile (table below shows record counts for all three campaigns)
Callbox-Boosts-Event-Turnout-for-Cloud-Provider-Hands-Over-1000-New-Prospects-COUNT-A
Callbox-Boosts-Event-Turnout-for-Cloud-Provider-Hands-Over-1000-New-Prospects-COUNT-B

STEP 2. CONTACTING AND INVITING POTENTIAL ATTENDEES

The pre-event outreach cadence started one month prior to each scheduled conference. The Callbox team segmented potential attendees according to location (Singapore or Hong Kong), business size (SMB or MMGB), and target industry.

  1. Launched the pre-event cadence with initial email invites
  2. Followed up the initial emails with phone calls and another batch of targeted email send-outs
  3. Helped contacts complete the registration process
  4. Called up registered attendees two days before the event to confirm attendance

STEP 3. FOLLOWING UP AFTER THE EVENT

To maximize conversions, Callbox executed a post-event follow-up cadence after each conference.

  1. Sent a personalized thank-you email two days after the event
  2. Contacted attendees in order to screen them as qualified opportunities
  3. Reengaged registered attendees who were not able to attend as well as reached out to other contacts in the campaign

Results

Going into each campaign, the Client focused on the number of registered attendees as the primary KPI to gauge the Call-to-Invite campaign’s success. The following table summarizes the number of registered attendees from the three campaigns:

Callbox-Boosts-Event-Turnout-for-Cloud-Provider-Hands-Over-1000-New-Prospects-RESULTS

In addition, the three campaigns also generated 1,050 new prospects for the Client. This consisted of 394 follow-ups and 656 requests for information.

The Client was very pleased with the results of the three Call-to-Invite campaigns. The first campaign exceeded their expectations that they increased the number of calling seats for the March-April and June-July campaigns. The company has also decided to continue partnering with Callbox for its upcoming Asia-Pacific events.

B2C FinTech Startup All Set to Grow Active Users for Flagship App

The Client

The Client is a pre Series A FinTech startup based in Singapore that provides a P2p remittance platform developed primarily for migrant workers in Singapore and Hong Kong. Its flagship app processes an average of $1 million in users’ money transfers to their home countries in Southeast Asia each month. The startup has so far raised $2.2 million in funding after three seed rounds.

The Challenge

With more FinTech startups joining Southeast Asia’s growing P2P remittance market, players in this space are turning to more proactive customer acquisition strategies to sustain their growth momentum.

Having secured $2.2 million in seed funding and handling more than $1 million in monthly remittance transactions, the Client seeks to expand the number of active users of its flagship app. Currently, the company’s online P2P money transfer platform caters mainly to migrant workers sending money to Southeast Asian countries such as the Philippines and Indonesia.

The company maintains an in-house database of prospects collected through its list-building initiatives and opt-in campaigns. But as the list steadily grew, the company’s sales team has only been able to convert only a small percentage of the prospects into sales opportunities.

The problem came down mainly to reps not being able to promptly follow up on enough leads, leaving a huge number of potential customers practically uncontacted. Plus, many of the prospects that got contacted turned out to be a poor fit with the company’s target customer profile.

It was clear the Client needed more manpower to handle the tasks of initially contacting and screening prospects. Accordingly, the company decided to outsource much of these activities to a third-party provider and let their reps focus on the final steps in the conversion process.

The Callbox Solution

The Client chose Callbox because of the latter’s experience in B2C financial services and its track record of implementing integrated phone and email outreach campaigns which closely matched the company’s specific requirements.

A plan was drawn up for a one-month campaign that would run each January or February to coincide with the company’s seasonal sales activity. As of writing, the project has completed two full months and is currently in its third. Each campaign involves three key steps:

Step 1: Profiling the Client’s in-house list

  • Callbox’s data research team checked and verified each record in the Client’s prospect list.
  • The list was thoroughly scrubbed, then duplicate and incomplete records were appropriately processed.
  • The first month’s list was exported into Callbox Pipeline, while the second month’s campaign exclusively used data in the Client’s own CRM.

Step 2: Pre-qualifying each contact

  • The team followed an outreach cadence that initiated contact with email touches and then engaged warm prospects through live phone conversations.
  • These interactions achieved the two-fold objective of deepening awareness of the Client’s offer and qualifying potential leads for the company’s reps.
  • The Client also gave Callbox access to its proprietary creditworthiness calculator to help the team identify which prospects qualified for their cash advance promo.

Step 3: Following up and nurturing leads

  • The campaign’s outreach cadence also included a sequence of additional email and phone touches to follow up and keep leads engaged.
  • Appointments were confirmed via phone call to ensure leads show up for their meeting with the Client’s reps.
  • The added touches also provided the Callbox team with more opportunities to gather crucial marketing intelligence about the prospects.

Results

The project has now wrapped up a total of two campaigns, with the first campaign completed in January of 2017 and the second in February last year. Based on the KPIs specified by the Client at the outset, the project has so far produced very good results: 201 booked appointments and 67 completed leads.

The Callbox team was also able to profile 2,147 records from the Client’s in-house list and maintained response rates of 31% for phone calls and 17% for emails throughout the two campaigns.

The Client continues to partner with Callbox, and the project is about to launch its third full campaign.

Mobile Platform Deepens Pool of Potential Merchant Partners in SG Campaign

The Client

The Client is the Singapore office of a South Korea-based Internet platform developer that specializes in e-commerce, online-to-offline (O2O) solutions, and digital marketing. The company is a fully-owned subsidiary of a Fortune Global 500 firm with 2,300 employees and offices in eight countries.

The Challenge

Headquartered in South Korea, The Client established its Singapore office in 2012, providing a suite of integrated marketplace platforms tailored for the local online and mobile commerce segments. This included its flagship social discovery app launched in 2013 that allowed users to share and recommend places of interest in Singapore.

One of the app’s key selling points was that it featured an extensive network of merchant partners that actively engaged users with exclusive offers and promos. The app gave participating merchants an added channel for having real-time conversations with customers, improving brand visibility through user-generated content and micro-influencers, as well as gaining valuable customer insights and contextual marketing information.

Several months after releasing the app, the Client wanted to accelerate the growth of its merchant partner network in response to very positive user adoption numbers. This led the company to consider implementing targeted marketing tactics alongside its inbound marketing efforts.

But with little experience in direct marketing and much of its marketing resources already tied up in existing programs, the Client realized the best way forward was to work with a third-party provider that specialized in targeted outreach.

The Callbox Solution

The Client chose Callbox after reviewing a shortlist of marketing agencies, pointing to Callbox’s long-term experience deploying successful campaigns in Singapore as the deciding factor.

Callbox and the Client then developed a campaign plan that combined emails and phone calls delivered as a sequence of multiple touches. The main campaign objectives included:

  1. Engaging target contacts to gauge fit and interest
  2. Booking face-to-face meetings with qualified prospects
  3. Collecting information needed in the Client’s sales process

Appointment Setting

  1. The target prospects included business owners, restaurant managers, marketing managers, and general managers from retailers in Singapore.
  2. Callbox prepared all campaign materials including the call script and campaign list, which were reviewed and approved by the Client.
  3. The Callbox team maximized target contact reach rates by leveraging SMARTCalling, Callbox’s proprietary call management system.

Email Marketing

  1. The campaign’s first touch point was an intro email that primed prospects up for the sequence of one-on-one calls. Follow-up emails and targeted send-outs (for distributing additional marketing materials) were also used at later stages in the campaign.
  2. The Callbox team created and tested all email materials including templates, copies, and landing pages. The team also handled replies and prospect requests.
  3. The Client monitored the entire campaign (including both email marketing and phone-based appointment setting) through Pipeline CRM, Callbox’s lead management and marketing automation tool.

Results

Callbox completed the campaign and handed off a total of 129 qualified appointments and 302 verified leads to the Client.

Since the campaign followed a multi-touch cadence that started with email activities designed to initiate contact, the Callbox team only began generating appointments near the end of the first month. Once the nurtured contacts began converting, the campaign was able to consistently deliver between 18 to 25 qualified appointments each month.

The Callbox team also achieved a relatively high target contact reach rate of around 24% and, by the end of the campaign, the team connected with a total of 3,045 target contacts.

The Client projected that 80% of the appointments generated in the campaign would convert into qualified sales opportunities, with 60% turning into signups. That translates to 62 potential new merchant partners for the Client’s social discovery app.

Healthcare SaaS Vendor’s Pipeline Growth Jumps 2-Fold in 3-Pronged Campaign

The Client

The Client provides NLP-based computer-assisted coding (CAC), clinical documentation improvement (CDI), compliance auditing, and analytics solutions to hospitals and healthcare facilities all over the United States. The company also offers medical coding, transcription, and revenue cycle management services.

The Challenge

The Client, a provider of NLP-enabled medical coding and health information management SaaS applications, routinely outsources initial prospecting activities to third-party agencies. With a sales cycle that can take more than six months to complete, the company believes its in-house sales team is best put to use nurturing and following up qualified opportunities instead of doing cold outreach.

The Client, however, has had mixed results with different outsourced marketing companies so far. The previous outsourced campaigns often ran into issues such as:

  • Prospect lists that need further profiling and updating
  • Not enough time given to product knowledge training
  • High percentage of no-show appointments
  • Appointments not properly vetted and qualified

This led the Client to briefly reassign much of the prospecting work to its in-house reps. But this move also produced underwhelming results. The Client saw a corresponding drop in the number of proposals sent.

It was clear that outsourced prospecting made more business sense for the Client, but the company needed to make sure that the agency it partnered with should focus on both volume and quality of sales opportunities being delivered.

The Callbox Solution

The Client chose Callbox after a thorough review process, pointing out Callbox’s multi-channel, multi-touch approach at prospecting as a crucial factor. Callbox’s own track record and a growing body of industry research show that this strategy tends to produce higher quality prospects at scale.

In addition, Callbox also had an extensive technical background in complex-sale products such as healthcare SaaS solutions, which meant a more favorable learning curve for the agents and faster campaign deployment.

The Callbox team then collaborated with the Client to work out an appointment setting program that combined phone calls, emails, and social media, with the goal of setting up phone demos with qualified prospects who want to learn more about the Client’s SaaS offerings.

Appointment Setting

  1. Callbox identified potential hospitals to target all over the United States and segmented the records into small, medium, and large institutions based on the number of hospital beds available in each facility.
  2. The Callbox team then pinpointed which decision makers to contact in each hospital, which included roles such as HIM directors, CIOs, CFOs, and persons in charge of clinical documentation.
  3. Agents then contacted each prospect to qualify them as leads or schedule them for a phone demo with the Client’s reps.

Email Marketing

  1. The campaign team created email templates for the different touches in the prospecting cadence, including initial outreach, targeted send-outs, and a series of follow-up emails.
  2. Intro emails warm up prospects and help the team identify which ones to prioritize, while targeted send-outs allow agents to distribute the Client’s marketing materials to interested prospects.
  3. The Client also helped set the touch points in the prospecting cadence through Lead Nurture, a built-in drag-and-drop marketing automation tool within Callbox Pipeline, Callbox’s proprietary lead management and CRM platform.

Social Media

  1. This provided another set of touch points to nurture and engage prospects.
  2. The campaign team’s social media specialists expanded the Client’s social media connections, joined relevant groups, and reached out to prospects via InMails.
  3. The Callbox team also collected additional prospect data to further enrich the contact and appointment information handed off to the Client.

Results

The campaign generated a total of 187 qualified appointments to the Client’s reps. This represented more than a two-fold increase over what its internal sales team could typically produce in a comparable period. This strongly indicates that the rapport-building and lead nurturing efforts during the campaign’s early stages are turning into measurable results.

The social media activities, meanwhile, generated 759 new connections and reached a 12.5% InMail response rate.

Callbox Seamlessly Pivots Campaign as HR Software Firm Rebrands

The Client

The Client is a UK-based business services and software company that offers cloud-enabled solutions for recruitment and talent acquisition. The company primarily sells to mid and large-sized businesses across different industries.

The Challenge

With over 20 years’ experience providing award-winning recruitment to high-profile customers, the Client recently underwent a major strategic pivot. The shift in focus sought to realign the Client’s various offerings in its US, APAC, and UK divisions under a single global identity.

As part of its new business direction, the company also unveiled a new suite of enhanced talent acquisition tools. This move aimed to further strengthen the Client’s position as a key technology partner for modern HR and recruitment teams.

To support its recent refocus and product rollout, the Client planned a series of marketing initiatives designed to:

  • Increase awareness of its new value proposition through live events, especially in markets that still offer room for growth
  • Generate opportunities with companies that show a clear need and fit for the Client’s offerings through targeted marketing campaigns

The company decided to look for a third-party agency that can help it quickly gain a foothold in its target markets.

The Callbox Solution

Callbox put together an Account-Based Marketing Lead Generation & Appointment Setting campaign plan which consisted of:

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

Account Research and Selection

  1. The Client specified campaign target industries, location, and relevant contacts.
  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 HR Director, HR Manager, VP for Talent Acquisition Manager, HR Executive, Senior Recruiters
  3. The master contact list was segmented based on these personas and was further grouped according to industry type

Results

Overall, the Account-Based Marketing Lead Generation & Appointment Setting campaign delivered 140 Sales Qualified Leads, 57 Marketing Qualified leads, 50 Follow-ups, 70 For Callback, and 437 Social Media Connections.

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 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.

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 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

The Client knew how apprehensive the target prospects towards the jewelry software would be, and the possible campaign results. Contrary to their expectations, they were surprised at how the Callbox team managed to carry out success despite the circus-like monthly lead results.

The Account-Based Marketing Lead Generation and Appointment Setting campaign delivered 85 Sales Qualified Appointments, and the Webinar gathered 170 RSVPs.

The campaign results exceeded the Client’s expectations.

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 strategic 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 disseminate 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 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.