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Appointment Setting Campaign Causes Rise in Sales-ready Leads for Cyber Security Firm

CASE STUDY

Appointment Setting Campaign Causes Rise in Sales-ready Leads for Cyber Security Firm


THE CLIENT


Client information

ABOUT

The Client is a New York City-based company that supports businesses and organizations to help them deal with their information security challenges and deal with cyber threats. The Client primarily targets organizations including some of the world’s most high profile blue-chip companies and government organizations ranging from financial, retail, legal, and defense sectors.

TARGET AREAS

East Coast states with a focus in NY industries

TARGET INDUSTRIES

Retail Trade, Finance, Insurance, Real Estate

TARGET PROSPECTS

CIOs, CTOs, IT managers, CFOs and other IT Decision-makers


THE CHALLENGE


The NY-based client provides IT security services such as Cyber Security Consultancy, Cyber Risk Management, and Cyber Defence testing and Insurance.

The Client has an internal sales team, in charge of finding, reaching and converting potential clients. They have tried various methods and strategies in the hopes to generate more leads. However, the lack of new prospects, and as an effect, closed deals have been a prevalent struggle for the Client recently. That’s where Callbox stepped in.

The Callbox team implemented a 3-month account-based appointment setting strategy to help the Client expand its reach to other viable markets and secure sales meetings with the right people across these accounts.

The Client wanted Callbox to help them initiate this process so that their staff can focus on improving their services and fully cater to their existing clients’ needs. Therefore, Callbox’s role expanded to include market research, account selection, account profiling, and targeted outreach.


HIGHLIGHTS

  • Successfully completed a 3-month account-based appointment setting campaign
  • Doubled the number of sales-qualified leads generated per month as compared to internal efforts
  • Added a total of 148 marketing-qualified leads and 790+ profiled prospects

CAMPAIGN RESULTS

Appointment Setting for Cyber Security Firm Campaign Results


THE CALLBOX SOLUTION


The Client chose Callbox after being referred by one of their top customers, which also happened to be a long-time Callbox partner.

Together with the Client, Callbox has put together an Appointment Setting Campaign with the mission of updating the Client’s database and build a fresh set of qualified prospects.

Account Research and Selection

  1. The first step of this process, we narrowed down the campaign’s focus to a few high-impact potential customers and identified the ideal accounts by sorting out through the pool of target prospects in the selected industries. We computed the Client’s total number of companies in their market as well as the minimum number of the ideal target accounts that reached the objective.
  2. After identifying all possible prospects, we proceeded to sift through them to find Ideal Account Profiles (IAP) to make sure which specific organizations to target and which ones to avoid.
  3. Lastly, our team segmented all potential accounts into tiers that would allow the Client to prioritize candidates and customize their engagement strategy accordingly to their different needs. We gauged each company on how well they meet the Ready, Willing, Able, and Success potential criteria outline.

Account and Prospect Profiling

  1. Once all potential prospects have gone through the sorting process, it was important that we gathered and prepared the most important specs and evaluated them; gathering all the helpful data needed. This is where we finalized the target criteria to determine whether we need to expand or alter our list as we went along.
  2. We made an initial B2B list on the available data. The client provided us with data on their target prospects such as CIOs, CTOs, IT managers, and other IT decision-makers, who are most likely to contribute to the campaign.
  3. To conclude the process, we input additional data that would serve as a good back up in case the first contact was inaccessible. This helped improve and spike up the Client’s chances of picking up on more potential customers.

Multi-touch, Multi-channel Outreach

  1. Active voice calls have been done by our team to reach out new as well as existing prospects, encouraging and following up with their teams, including decision-makers. There have been 18,522 calls made with 980+ (5.3%) resulting in successful conversations.
  2. Our team has also maximized the use of email to reach prospects. 10,842 emails have been delivered which garnered 1,301.04 replies in return. Additionally, Adwords Impressions have also reeled in a 1.6% click rate which boosted the brand’s visibility greatly.
  3. Social media touchpoints have been used to its fullest potential sending out 706 Invites and 415 InMails which resulted in 54.7% connections and 24.6% replies.


RESULTS


This appointment setting campaign was completed within three months.

The campaign showed the very effective use of outreach channels and touches, with the following highlights:

  • Phone: 989 (5.3%) conversations with decision-makers
  • Email: 10,842 delivered e-mails, 1301.4 (12%) replies
  • LinkedIn: 67% InMail reply rates, 112 new connections

The consolidated ABM results for the two campaigns include:

  • Accounts touched: 5,695
  • Average touches per account: 32.89
  • Average contacts per account: 4.2

In total, the campaign was able to set 53 appointments with sales-ready leads for the Client. This figure almost doubles what the Client’s own team was able to produce on a normal basis. Additionally, the campaign has also generated a total of 148 potential leads and 790+ completed profiles.

These results suitably exceeded the Client’s expectations. This is why the Client has expressed interest in tapping Callbox to handle its future ABM outreach campaigns.



ABM-Focused Campaigns Double Sales Opportunities for Managed Cloud Firm

CASE STUDY

ABM-Focused Campaigns Double Sales Opportunities for Managed Cloud Firm


THE CLIENT


Client information

ABOUT

The Client is an Austin, TX-based company that provides managed cloud solutions tailored for the security, middleware, and database needs of enterprise customers. The Client primarily targets organizations operating in industries with complex regulatory and compliance requirements.

TARGET AREAS

Ohio, New York, Pennsylvania, Maryland, New Jersey, Massachusetts, Connecticut, Washington D.C., Virginia, North Carolina, South Carolina, California, Florida

TARGET INDUSTRIES

Manufacturing, Distribution, Banking, Insurance

TARGET PROSPECTS

CIO, CTO, CFO, CEO, Managing Director


THE CHALLENGE


The Client, an Austin, TX-based managed cloud services provider with Fortune Global 500 customers in a number of countries worldwide, wanted to expand its market presence much closer to home with an intensified push for increased market share in over a dozen U.S. states.

With the help of its newly launched ABM program, the company has already made some progress toward this planned expansion. Their ABM effort has so far added 97 candidate strategic accounts into their pipeline after a full year of implementation.

The Client, however, understood they need to scale this up in order to make their funnel numbers work. They aimed to apply a tiered approach at selecting accounts during the program’s second year.

Under their tier-based ABM strategy, the company segments accounts into two main tiers according to how potential companies match the target customer profile:

  • Tier 1 Accounts: Best-fit companies requiring hyper-targeted, market-of-one engagement
  • Tier 2 Accounts: The rest of their target accounts that still require targeted and personalized messaging but not a market-of-one approach; consists of two further sub-segments based on industry group

In order for their internal team to exclusively focus their time and resources on selling to Tier 1 accounts, the Client planned to let a B2B marketing service provider handle the top-of-funnel activities for the Tier 2 segment.

The company set three main goals that their partner marketing agency should help them achieve:

  • Increase the quantity and quality of target accounts in all Tier 2 sub-segments
  • Navigate each target account’s org chart to identify all relevant decision makers
  • Initiate contact and set the stage for the Client’s reps to convert and close promising prospects

HIGHLIGHTS

  • Completed two account-based appointment setting campaigns that engaged senior-level decision makers from large U.S.-based enterprises
  • Targeted 3 separate decision-maker groups in each potential account with personalized messaging and unique lead nurture path
  • Doubled the number of strategic accounts and qualified opportunities in the Client’s sales pipeline

CAMPAIGN RESULTS

Results of Appointment Setting Campaign for Cloud Provider


THE CALLBOX SOLUTION


The Client chose Callbox after being referred by one of their top customers, which also happened to be a long-time Callbox partner.

Since the Client wanted Callbox to target the two sub-segments under their Tier 2 account category, a separate three-month account-based appointment setting campaign was planned for each sub-segment. These campaigns were carried out consecutively and consisted of the following main activities:

Account Research and Selection

  1. The first campaign targeted manufacturing and distribution companies with enterprise compute workloads that were already running or in need of being migrated to the Cloud.
  2. The second campaign reached out to financial services and insurance firms that needed all workloads to be transferred to the Cloud.
  3. The second campaign reached out to financial services and insurance firms that needed all workloads to be transferred to the Cloud.

Account and Prospect Profiling

  1. The two campaigns targeted three main buyer groups in each account: influencers (CEOs and Managing Directors), technical buyers (CIOs and CTOs), and economic buyers (CFOs).
  2. The Client provided additional information on past deals to help refine the target buyer profiles under each decision-maker group.
  3. Each entry in the account and prospect lists was thoroughly checked by a database QA team and had to be approved by the Client before being used in the two campaigns.

Multi-touch, Multi-channel Outreach

  1. Both campaigns followed a unique lead nurture path and personalized messaging strategy for each of the three decision-maker groups.
  2. A data-driven outreach cadence that combined phone, email, and LinkedIn touches was developed and executed for each lead nurture path.
  3. Pipeline, Callbox’s own CRM and marketing automation tool, served as the main hub of the two campaigns, where activities were orchestrated and the project was managed.


RESULTS


Each of the two campaigns was completed in a three-month interval, for a total of six months of account-based appointment setting activities.

Both campaigns showed very effective use of outreach channels and touches, with the following highlights:

  • Phone: 2,798 conversations with decision makers
  • Email: 32% open rate, 9% CTR, 3.7% reply rate
  • LinkedIn: 67% InMail reply rates, 112 new connections

The consolidated ABM results for the two campaigns include:

  • Accounts touched: 4,993
  • Average touches per account: 10.1
  • Average contacts per account: 4.0

In total, the two campaigns handed off 86 qualified appointments (sales-qualified leads) to the Client’s reps. This figure almost doubles what the Client’s own team can produce in a similar period. Additionally, the two campaigns have also generated a total of 144 marketing-qualified leads (completed leads, requests for information, and follow-ups).

These results suitably exceeded the Client’s expectations. This is why the Client has expressed interest in tapping Callbox to handle its future ABM outreach campaigns.



IT Telecom Consultancy Adds Over $1.3M in Sales Pipeline Opportunities

CASE STUDY



IT Telecom Consultancy Adds Over $1.3M in Sales Pipeline Opportunities


THE CLIENT



Client Information

ABOUT
The Client provides supplier integration, cost management, and strategic sourcing solutions for IT and telecommunications services. Founded in 1997, the Client targets Fortune 500 and other large companies doing business in a number of industries throughout the United States.



TARGET AREAS
United States

TARGET INDUSTRIES
Mining, Construction, Wholesale Trade, Retail Trade

TARGET PROSPECTS
IT Executives and CFOs


THE CHALLENGE



The Client is a leading IT and telecommunications consulting firm based out of Albany, NY. The company works primarily with large U.S.-based enterprises to help them reduce expenses through cost management programs and strategic sourcing initiatives.

For the better part of two decades, the Client has carved out a decent market coverage across a broad range of industries. The company maintains a number of Fortune 500 brands and government agencies in its customer portfolio.

The Client, however, recently ramped up customer acquisition activities in verticals where it lagged behind competitors. These included mining, construction, retail, and wholesale trade.

The move required committing additional time and people—which were already at a premium internally at the company. To avoid diverting resources away from other ongoing marketing initiatives, the Client decided it was better to outsource the prospecting activities for the new campaign.

For example, the Client’s inside sales agents generated an average of 10 sales appointments on their own each month. The company wanted to know whether a third-party provider could help increase this figure, so that they would be able to evaluate if outsourced prospecting was a viable long-term strategy.

The key was to partner with an outsourced marketing agency that had the right services and track record to effectively meet the company’s prospecting requirements:

  • Expand their target account list with potential customers in the mining, construction, retail, and wholesale trade industries
  • Identify the most relevant decision makers in each target account, which include IT executives and CFOs
  • Contact and qualify these decision makers, then book high-interest prospects for a phone or face-to-face sales meeting
HIGHLIGHTS
  • Designed and implemented a long-term account-based appointment setting campaign for an IT/telecom consulting company that targets large U.S-based enterprises
  • Added pipeline value of between $1.3 million to $4.2 million in potential new business
  • Expanded pool of target accounts and qualified decision makers available for the Client
CAMPAIGN RESULTS

Appointment Setting Campaign Results


THE CALLBOX SOLUTION



Callbox’s account-based appointment setting service was exactly what the Client needed. After a thorough evaluation process, the Client signed up for a three-month pilot campaign. This was then renewed for three more terms, and the ongoing project has now completed six months of campaign activities.

Callbox worked closely with the Client to tailor a campaign plan that matched their specifications. The campaign was continuously refined throughout the project and covered three main activities:

Account Research and Selection

  1. The Client wanted to target businesses with at least 500 employees and annual sales of more than $50 million from mining, construction, retail, and wholesale trade.
  2. The target account specifications were further refined by analyzing the Client’s top customers and comparing qualities such as technologies in use, geographic focus, and customer base.
  3. Callbox then prepared the target account list using Callbox’s in-house database and external data sources.

Account and Prospect Profiling

  1. There were two key buyer personas (decision maker groups) targeted in the campaign: IT executives and CFOs.
  2. The Client provided further demographic and firmographic qualities for segmenting the contact list.
  3. Each record was thoroughly verified before being submitted to the Client for approval.

Multi-touch, Multi-channel Outreach

  1. Each of the two target prospect segments was contacted and qualified using a unique lead nurture path and personalized messaging strategy.
  2. The lead nurture paths combined phone, email, and LinkedIn channels to maximize engagement and response.
  3. Each lead nurture path was comprised of multiple touches, which were carried out based on a combination of automated engagement and one-on-one interactions.

RESULTS



The entire effort has completed a total of six months of appointment setting activities and is now about to start its seventh month. So far, the project has met all key objectives, from individual outreach channels, all the way to overall campaign results.

Outreach activities for each channel have produced the following key results:

  • Phone: 23% decision maker reach rate
  • Email: 34.0% open rates, 11% CTR, 7.1% reply rates
  • LinkedIn: 39% InMail reply rates, 177 new connections

In terms of account-based prospecting, the campaign has so far delivered:

  • Accounts touched: 6,878
  • Average touches per account: 15
  • Average contacts per account: 3.2

The Callbox team has delivered a total of 104 qualified appointments (sales-qualified leads) to the Client throughout the campaign so far. That translates to around 17 appointments each month, which is 1.7 times higher than what their inside sales team can produce on average.

Using the Client’s own conversion metrics (40% lead to proposal rate and 50% proposal to close rate) and average deal size of between $60,000 to $200,000, the Client can potentially add between $1.3 million to $4.2 million in new sales from the Callbox-generated appointments.



Account-Based Appointment Setting Puts Business IT Firm in Front of Best-Fit Customers

CASE STUDY



Account-Based Appointment Setting Puts Business IT Firm in Front of Best-Fit Customers


THE CLIENT



About the CLient

ABOUT
The Client provides managed IT and IT consulting services to manufacturing, industrial, food and beverage, and media organizations throughout the United States. The company specializes in IT support, advisory, cloud, procurement, and networking solutions.



TARGET INDUSTRIES
Manufacturing, Industrial, Media, F&B

TARGET PROSPECTS
IT Manager, IT Director, CIO, CTO


THE CHALLENGE



Since 2014, Callbox has been a key partner in the Client’s customer acquisition program. The Client outsources much of its prospecting activities to Callbox and receives the bulk of its outbound leads and appointments from Callbox campaigns carried out regularly throughout the year.

During the campaign for the second half of 2018, Callbox implemented an account-based appointment setting strategy. This was in support of the Client’s recent adoption of an ABM approach for acquiring new business.

With ABM, the Client aims to capture high-value deals by engaging multiple contacts in an organization. According to the Client, they’ve observed that IT buying decisions now have to pass through different layers of decision makers. Oftentimes this means reps need to speak to multiple roles within the target company just to get their foot in the door.

The Client wanted Callbox to help them initiate this process, so that their reps can focus on moving the sales conversation forward. As a result, Callbox’s role grew to include market research, account selection, account profiling, and targeted outreach.

HIGHLIGHTS
  • Successfully completed a 6-month U.S.-wide multi-channel, account-based appointment setting campaign for a CA-based IT company
  • Complemented the Client’s ABM efforts with a seamless pivot to a targeted outbound account-based strategy
  • Exceeded key objectives in terms of best-fit accounts and highly-interested sales contacts delivered
CAMPAIGN RESULTS

Account-base Appointment Setting Campaign Results


THE CALLBOX SOLUTION



Callbox and the Client worked out a detailed plan for a six-month account-based appointment setting campaign. The plan applied Callbox’s proven multi-touch, multi-channel outreach capabilities to connect with multiple relevant IT purchase stakeholders in the target accounts. The campaign consisted of three main activities:

Account Research and Selection

  1. Callbox helped analyze and refine the Client’s ideal customer profile (ICP) that served as basis for identifying which companies to include as target accounts.
  2. The Client indicated specific industries, annual revenues, employee size, technologies in use, and other business characteristics that their best-fit accounts had.
  3. Callbox then compiled a list of potential accounts to target, which was reviewed and accepted by the Client.

Account and Prospect Profiling

  1. The Client provided buyer persona profiles of prospects they want the outbound campaign to engage. The profiles consisted of detailed demographic and firmographic descriptions.
  2. Two buyer personas were designated as the campaign’s primary targets: mid-level IT managers and C-level IT decision makers.
  3. The master contact list was segmented based on these two personas and further grouped according to industry, business size, and technologies in use.

Multi-touch, Multi-channel Outreach

  1. The campaign combined phone, email, LinkedIn, and PPC channels to maximize engagement with the target prospects.
  2. The touches were carried out based on a combination of automated lead nurturing and interactions with live agents.
  3. Messaging (used in scripts, email copies, page content, ad copies, etc.) was tailored according to the buyer personas and contact segments.

RESULTS



The six-month campaign met all the key objectives set for each level of the project: individual channels, main activities, and overall campaign.

In terms of individual outreach channels used in the campaign, the Callbox team delivered the following results:

  • Phone: 32% decision maker reach rate
  • Email: 38.3% open rates, 9% CTRs, 5.5% reply rates
  • LinkedIn: 30% InMail reply rate, 201 new connection
  • PPC: 2.9% CTR

The three main account-based campaign activities produced the following:

  • Accounts touched: 7,909
  • Average touches per account: 19.2
  • Average contacts per account: 3.5

Overall, the six-month campaign produced a total of 89 qualified appointments (sales-qualified leads) and 134 marketing-qualified leads (MQLs).

Since the qualified appointments represented best-fit, highly-interested opportunities, the Client expected to convert the bulk of these into new accounts, though they did not specify their forecast.

The Client continues to have Callbox as a marketing partner. Currently, Callbox is running a new six-month account-based appointment setting campaign for the Client



Gym Software Firm Gets Pipeline in Shape After 3-Month Callbox Program

CASE STUDY



Gym Software Firm Gets Pipeline in Shape After 3-Month Callbox Program


THE CLIENT



Gym-Software-Firm-Gets-Pipeline-in-Shape-After-3-Month-Callbox-Program-client

ABOUT
The Client develops and provides membership management software designed for fitness clubs and wellness centers. The company targets gym facilities of all sizes, as well as single-location and multi-site fitness chains throughout the United States and Canada.



TARGET INDUSTRIES
Gyms, Fitness Facilities, Health Clubs, Wellness Centers
TARGET PROSPECTS
Fitness Club Owner, Fitness Center Manager, Fitness Director, Gym General Manager, Operations Manager, Assistant Manager


THE CHALLENGE



The Client offers a very competitive fitness club management platform that handles operations, memberships, sales, and back office processes. But the market for this type of software in North America is also highly saturated, with more than 50 major vendors operating in the same segments as the Client.

The company approached Callbox to help execute the outbound portion of their marketing program. They already had a very effective digital marketing process in place, but was dragged down by chronic underperformance in their sales development efforts.

Internally, the Client generated around six sales meetings on average each month. As the number of new customers continued plateauing, the company wanted to at least double the opportunities entering their sales pipeline.

The Client understood that reaching this target would need substantial commitments in manpower and other resources. The new pipeline targets would require them to ramp up their direct outreach volumes and expand their marketing database. That was why they partnered with Callbox.

HIGHLIGHTS
  • Planned and deployed a multi-channel appointment setting program for a software company that targeted gyms and fitness clubs throughout the US and Canada
  • Used targeting and segmentation strategies that improved engagement and overall results
  • Accelerated pipeline growth by up to 3.7 times the baseline rate
RESULTS WITHIN TWELVE WEEKS

Gym Software Appointment Setting Campaign Results


THE CALLBOX SOLUTION



Callbox and the Client worked out a campaign plan for a three-month appointment setting program. The campaign’s primary objectives were:

  • Research and profile potential customers from the Client’s target segments
  • Introduce the Client’s offer to the right decision makers in the company
  • Qualify prospects based on fit and interest
  • Schedule qualified prospects for a discovery call with the Client’s reps

To achieve the campaign objectives, Callbox carried out the following activities.

Building and Refining the Target List

To guarantee the quality of data to be used in the campaign, the list underwent thorough customer profiling, which involved manually validating and verifying each database record and field.

1. The campaign targeted gyms and fitness clubs throughout the US and Canada, reaching out to persons in charge of gym operations, memberships, facilities, and administration.

2. The Client provided records from their in-house prospect list, which the Callbox team expanded and enriched with additional contacts.

3. The target list was further divided into six segments which represented five major wellness chains and one category for the other fitness centers.

Combining Phone and Email Outreach

1. The campaign used a combination of phone and email touch points to engage the target prospects.

2. Emails worked well at initiating contact, sending out sales collaterals, and following up with prospects throughout the outreach cadence.

3. Phone calls enabled direct, one-on-one conversations with the target decision makers, giving the Callbox team the right channel to nurture, qualify, and convert contacts.

Nurturing, Qualifying, and Converting Leads

1. The team carried out the outreach cadence with the help of Callbox’s suite of CRM and marketing automation tools found in Pipeline CRM.

2. Pipeline CRM also enabled real-time tracking and campaign management for both the Callbox team and the Client.

3. All campaign materials including call scripts, email templates, and landing pages were created by Callbox and approved by the Client.


RESULTS



The campaign was able to generate 3.7 times more appointments than their internal sales development efforts

Overall, the three-month campaign helped the Client meet their pipeline growth targets. In addition, each key campaign area (database profiling, email outreach, and phone-based conversations) exceeded the campaign requirements.

Email activities produced delivery rates of 98%, open rates of 33%, click-through rates of 11%, and reply rates of 7%.

The campaign handed over a total of 66 qualified appointments (sales-qualified leads), or an average of 22 qualified appointments each month. This number means that the campaign was able to generate 3.7 times more appointments than their internal sales development efforts.



B2B Logistics Brand Seals $6M in New Deals from Callbox Campaign

CASE STUDY



B2B Logistics Brand Seals $6M in New Deals from Callbox Campaign


THE CLIENT



CS_OTH_B2B-Logistics-Brand-Seals-3-High-Value-Deals-from-Callbox-Campaign-client

ABOUT
The Client provides specialized logistics solutions to manufacturing, technology, wholesale, retail, and home delivery companies throughout the United States. Its primary lines of service include managed freight, logistics, shipping, and storage. The company currently has more than 200 employees and annual revenues of over $30 million.



TARGET INDUSTRIES
Miscellaneous Retail, Household Furniture, Internet Retailers (Electronics and Appliances)

TARGET PROSPECTS
Logistics Coordinator, Procurement Manager, Operations Manager, Shipping Manager, Home Delivery Operations Manager, C-level, President


THE CHALLENGE



With over 40 years in the business, the Client has already established a reputation as a leading logistics provider in most of the segments it operates in.

The company has recently been ramping up its presence in the “last mile” delivery market. This was marked by a series of specialized logistics services rolled out during the last three years, which were aimed at helping traditional retailers and ecommerce companies streamline their home delivery operations.

To support its push into the U.S. home delivery space, the Client had put together a full-spectrum marketing plan. The primary strategy combined a number of digital and outbound channels deployed throughout their conversion funnel.

During planning, the Client had also decided to divide the marketing activities between its internal team and an outside marketing agency. A third-party vendor would handle most of the early-stage prospecting and lead generation activities, while the company’s in-house agents took care of activities further down the funnel.

Specifically, the Client wanted the outside marketing firm to carry out the following roles:

  • Look for retail businesses with a strong fit
  • Contact key persons in charge of logistics and home delivery operations
  • Screen them further with additional qualifying requirements
  • Schedule qualified contacts for an introductory meeting
HIGHLIGHTS
  • Completed a highly successful US-wide appointment setting campaign for a B2B logistics provider
  • Maximized engagement and conversions through a combination of phone, email, LinkedIn, and AdWords touch points
  • Enabled Client to improve presence in new market segment with 3 new sales deals worth $6 million, plus other high-value opportunities in the pipeline
RESULTS WITHIN TWELVE WEEKS

B2B Logistics Appointment Setting Campaign Results


THE CALLBOX SOLUTION



After reviewing a handful of potential providers, the Client chose to partner with Callbox. The Client pointed out Callbox’s track record of successfully carrying out marketing campaigns for other B2B logistics companies as one of the main factors behind their decision.

Taking the Client’s requirements into careful consideration, Callbox then hammered out a plan for a three-month appointment setting campaign which the Client reviewed and approved.

Finding best-fit companies and key decision makers

  1. The Client specified retail and ecommerce businesses that sell furniture, electronics, and appliances all over the United States as the main companies to target.
  2. Decision makers in charge of logistics operations, home delivery operations, and order fulfillment were identified as the ideal prospects to contact.
  3. Callbox obtained contact and other key information from its in-house database and through additional research.

Reaching out and engaging prospects

  1. The Callbox team engaged the target decision makers through a combination of email, phone, social media, and web touch points.
  2. Targeted emails and one-on-one phone conversations provided direct outreach capabilities.
  3. Social media (primarily through LinkedIn) and online marketing (mainly Google AdWords) enabled more opportunities to connect with prospects.

Nurturing and converting opportunities

  1. Each touch point with a prospect was scheduled and triggered based on a defined lead nurturing cadence.
  2. Prospects who agreed to a phone or face-to-face meeting with the Client’s sales reps were tagged as qualified appointments (sales-qualified leads, SQLs).
  3. Callbox Pipeline CRM served as the campaign hub where the Client and campaign team managed and executed the project.

RESULTS



The three-month campaign’s results exceeded most of the engagement and conversion KPIs set during the planning phase. Results on a per-channel basis include:

  1. Phone: 17% decision maker reach
  2. Email: 15% open rate, 11% reply rate
  3. LinkedIn: 44% connection acceptance rate, 34% InMail reply rate
  4. AdWords: 4% click-through rate, 7.3% conversion rate

In terms of overall prospecting results, the campaign delivered a total of 83 qualified appointments (sales-qualified leads or SQLs) and 48 completed leads (marketing-qualified leads or MQLs).

The Client was able to close 3 new customers worth $6 million from the generated SQLs while the campaign was still ongoing. The company expects to win more deals from the qualified appointments handed over by Callbox within the next couple of months.

The Client was very satisfied with the results of the three-month campaign that they decided to partner with Callbox for their upcoming campaigns. In fact, at time of writing, the Client is in the middle of a new Callbox appointment setting project for one of their other logistics solutions.



B2B Mobile Marketplace Gets Clear Buying Signals from New Prospects

CASE STUDY



B2B Mobile Marketplace Gets Clear Buying Signals from New Prospects


THE CLIENT



CS_SW_B2B-Mobile-Marketplace-Gets-Clear-Buying-Signals-from-New-Prospects-client

ABOUT
The Client is a CA-based software company that offers a cloud-based mobile e-commerce platform for various types of hospitality business establishments. The company sells to small- to medium-sized retail shops, food and drinking places, and other hospitality establishments across the United States.



TARGET INDUSTRIES
Food & Beverage, Retail Trade, Services

TARGET PROSPECTS
Owner, Restaurant Manager, Marketing Manager, General Manager


THE CHALLENGE



The Client designs and develops an integrated digital marketplace that helps SMB operators of hospitality establishments to boost mobile visibility. Its primary app allows companies to attract foot traffic by improving their discoverability via local and mobile searches.

As a small and nimble player in the B2B digital marketplace vertical, the Client wants to move fast and maintain its growth momentum, especially now with the threat of new entrants looming over the horizon.

This led the company to adopt proactive growth hacking initiatives that combine both inbound and outbound marketing strategies. Recently, the Client decided to outsource most of its outbound prospecting operations, so that its in-house marketing team could focus on handling inbound leads and nurturing warm opportunities.

The Client was very clear about its requirements for an outsourced marketing partner. First, the provider needed to have adequate resources to cover a USA-wide campaign. Second, the agency must be able to support targeted outreach across the different segments the Client was looking to enter.

HIGHLIGHTS
  • Completed a USA-wide campaign that targeted small- to medium-sized hospitality establishments
  • Generated results that exceeded targets by at least 20% within the set project timeline
  • Enabled the Client to maintain growth momentum by accelerating the flow of potential customers into their sales pipeline
RESULTS WITHIN TWELVE WEEKS

CS_SW_B2B-Mobile-Marketplace-Gets-Clear-Buying-Signals-from-New-Prospects-results


THE CALLBOX SOLUTION



The Client had to narrow down a long list of potential marketing partners before choosing Callbox. The company pointed out Callbox’s lengthy track record of managing campaigns that spanned the United States and its massive data resources as the two main factors behind their choice.

Callbox and the Client then worked out a comprehensive campaign plan that centered around integrated appointment setting carried out through a mix of phone, email, and social media touchpoints. The plan’s main objective was to introduce the Client’s music video streaming service and then book interested prospects for a follow-up phone meeting with the company’s reps.

Callbox campaigns typically consist of three main activities: target customer profiling, outreach activities, and nurturing/conversion. Here’s how each was applied to the Client’s campaign:

Target Customer Profiling

  1. The Client primarily sells to SMBs that operate retail shops, recreation/entertainment centers, food and drinking places, and other related establishments.
  2. Based on the Client’s current roster of customers and its target prospect profile, it was determined that the ideal decision makers to connect with were owners, restaurant managers, marketing managers, and general managers.
  3. Using these specifications, a list of potential contacts was compiled and validated by the Callbox team and approved by the Client.

Multi-Touch, Multi-Channel Outreach

  1. The campaign’s outreach cadence started out with an intro email and then followed by a sequence of one-on-one sales conversations, targeted LinkedIn engagements, and additional personalized email touches.
  2. The main messaging strategy was crafted in a way that positioned the Client’s digital marketplace platform as a viable solution to the challenges prospects face in improving their mobile presence.
  3. The Callbox team prepared and optimized all materials used in the campaign including call scripts, email templates, landing pages, and social media posts.

Nurturing and Conversion

  1. Campaign activities were managed using Pipeline CRM, and touch points were coordinated and organized using Pipeline’s Lead Nurture tool.
  2. Prospects who agreed to a phone meeting with a rep from the Client were tagged as qualified appointments, while promising prospects that need more follow-up were handed off as completed leads.
  3. Email replies, responses to requests for information, and response handling were processes by specialists from the campaign team.


RESULTS



The Client considered 11 of the 73 appointments as “very promising” in that these prospects expressed “clear buying signals” during their meetings with reps.

The campaign completed all appointment setting activities within three months (or 66 days). The project also achieved all the key metrics set by the Client and Callbox within the predetermined timeline.

Callbox handed off a total of 73 qualified appointments and 116 completed leads. Going into the campaign, the Client expected to receive at least 20 phone meetings each month from the Callbox team. This means the results exceeded targets by more than 20%.

In addition, by the end of the campaign, the Client considered 11 of the 73 appointments as “very promising” in that these prospects expressed “clear buying signals” during their meetings with reps.



Managed IT Firm, a Long-Term Callbox Client, Closes $150K in One Campaign

CASE STUDY



Managed IT Firm, a Long-Term Callbox Client, Closes $150K in One Campaign


THE CLIENT



ABOUT
The Client is an Atlanta, GA-based managed IT services provider with a branch office in Sydney, AU. The company works with SMEs in both the Atlanta and Sydney metropolitan areas, offering a variety of IT services including procurement, consultancy, technical support, project management, and cloud management.



TARGET INDUSTRIES
Mining, Construction, Manufacturing, Transportation & Public Utilities, Wholesale Trade, Retail Trade, Finance, Insurance, Real Estate, Services

TARGET PROSPECTS
Owner, Office Manager, IT Manager, Finance Manager

TARGET AREAS
Boston, GA, USA and Sydney, AU metropolitan areas


THE CHALLENGE



The Client started working with Callbox in 2017. Throughout the ensuing 12 months, Callbox has remained a strategic marketing partner for the company, helping them reach key business milestones.

As an extension of the Client’s marketing team, Callbox is responsible for planning and executing targeted outbound prospecting campaigns based on the company’s growth objectives and revenue goals.

During the project’s first two campaigns, the Client focused on increasing awareness and acquiring customers for its growing suite of managed services aimed at SMEs in the Atlanta metropolitan area.

As the company’s marketing priorities shifted (such as the addition of new offerings like its IT advisory and cloud management solutions into the product mix), Callbox was consistently able to readapt how it planned and managed campaigns according to the Client’s changing requirements.

The specialized nature of the Client’s services also meant that marketing reps handling the Client’s campaigns needed to have a good technical grasp of the offerings. This ensured that the company’s unique value proposition was effectively communicated to the target prospects.

In August 2018, the Client expanded into the Australian market by setting up an office in Sydney. The bulk of the outbound activities have since been refocused toward engaging potential customers in the new market

HIGHLIGHTS
  • Designed and deployed a long-term appointment setting program for a managed IT solution provider
  • Accelerated the Client’s pipeline growth with consistent stream of qualified appointments
  • Delivered prospects that converted into $150,000 in new contracts for the Client
RESULTS WITHIN TWELVE WEEKS


THE CALLBOX SOLUTION



Each three-month campaign consisted of an integrated phone and email outreach cadence designed to qualify prospects and book them for a meeting with the Client’s reps. Accordingly, each campaign focused on three main activities:

Researching and Profiling Contacts

  • Callbox helped the Client refine its ideal customer profile (ICP) by analyzing and documenting its target market and existing customers.
  • Callbox’s database team then collected contacts that matched the ICP through Callbox’s in-house data repository and also through desk research.
  • For both Atlanta and Sydney campaigns, the Client wanted to target business owners, office managers, it managers, and finance managers from companies in 10 industries, with 15 to 500 employees.

Outreach and Follow-up Activities

  • The campaigns followed a multi-touch outreach cadence primarily made up of email and phone touches to contact and schedule prospects for one-on-one meetings with the Client’s reps.
  • Social media was also used in later campaigns as an added touch point for profiling and nurturing leads.
  • The Callbox team prepared all campaign materials including the call scripts, email templates, landing pages, and social media posts.

Lead Management

  • The first two campaigns were executed using the Client’s own CRM, but later projects were migrated to Pipeline (Callbox’s proprietary marketing automation tool).
  • Pipeline includes SMARTCalling, a data-driven call optimization feature, to maximize decision maker reach, as well as Lead Nurture tool to help the Client customize the outreach cadence.
  • Callbox also provided real-time updates on campaign progress and lead/appointment status, and sent out timely notifications to ensure meetings took place as scheduled.

RESULTS



The project has now completed three full campaigns (each with three months of appointment setting activities) and is currently in the middle of the fourth campaign. So far, the results are in line with the Client’s targets.

The three completed campaigns have generated a total of 90 qualified appointments, or an average of 30 per campaign (around 10 per month). The Client says this far exceeds what their team can produce in-house.

More importantly, during the second campaign, the Client was able to win new contracts worth $150,000 from the appointments delivered by the Callbox team.



31-Month Campaign Yields New Cleaning Contracts for NY Janitorial Firm

CASE STUDY



31-Month Campaign Yields New Cleaning Contracts for NY Janitorial Firm


THE CLIENT



CS_CC_31-Month-Campaign-Yields-New-Cleaning-Contracts-for-NY-Janitorial-Firm-client

ABOUT
The Client is a family-owned commercial cleaning company that serves businesses in the Long Island, NY area. The company offers janitorial services, building maintenance solutions, as well as sanitary supplies. It specializes in commercial, medical healthcare, educational, industrial, and retail properties.



TARGET INDUSTRIES
All large companies except auto dealerships, gyms, cinemas, apartments, hotels, and bowling alleys

TARGET PROSPECTS
General Managers, Operations Managers, Maintenance Managers, Office Facility Manager, Operations Manager, Purchasing Manager, Owner, School Director

TARGET AREAS
Nassau County and Suffolk County (Long Island, NY)


THE CHALLENGE



With limited manpower and resources to carry out outbound prospecting activities in-house, the Client hired the services of Callbox in January of 2015. For the next two-and-a-half years, Callbox served as a close extension of the company’s sales team, consistently providing appointments and leads to its reps and marketing staff.

Before working with Callbox, the Client had been following a 3-point messaging approach in all its marketing communications and sales collateral. The Client required all marketing/sales materials to:

  • Be precisely tailored for the Client’s target audience
  • Be clearly Mapped to the right stage in the company’s sales cycle
  • Tie benefits and pain points back to specific business outcomes

The Client was very clear about meeting these standards. This formed the basis for selecting Callbox since the agency was able to demonstrate these qualities through its flexible service proposal and actual track record in deploying successful marketing campaigns for commercial cleaning firms.

In addition to the Client’s messaging requirements, the company also went into the partnership with Callbox expecting to receive at least 15 qualified appointments from the campaign each month.

HIGHLIGHTS
  • Carried out a highly successful 2-and-a-haf-year appointment setting project for a Long Island, NY-based commercial cleaning firm
  • Communicated Client’s unique value proposition through campaign materials aligned with the company’s messaging requirements
  • Exceeded key campaign benchmarks and minimum requirements set by the Client
CAMPAIGN RESULTS

CS_CC_31-Month-Campaign-Yields-New-Cleaning-Contracts-for-NY-Janitorial-Firm-results


THE CALLBOX SOLUTION



Throughout the whole effort, the campaign plan centered on carrying out multi-touch, multi-channel appointment setting mainly through an outreach cadence of phone and email touch points.

Callbox then helped the Client identify and refine the campaign’s target prospects which consisted of decision makers handling facilities management, operations, and business service procurement.

The target companies included businesses having at least 75 employees, that operated large Buildings like schools, laboratories, manufacturing facilities, medical practices, and large retail establishments located throughout the Long Island, NY area.

Appointment-Setting

  1. With the Callbox-supplied prospect list, the campaign was able to increase its reach and scope much more than what was possible with the Client’s own database.
  2. The Callbox team used SMARTCalling, its proprietary call management algorithm, to determine the optimal times to contact prospects and increase success call rates.
  3. Prospects who agreed to an in-person or phone meeting with the Client’s reps were tagged as qualified appointments, while contacts who accepted company literature via email were labeled as completed leads.

Email Marketing

  1. The outreach cadence was made up of a combination of phone and email touches tailored for the Client’s specific objectives and targets.
  2. The campaign relied on emails to initiate contact and nurture prospects, in particular leveraging targeted send-outs for both qualifying leads and distributing marketing literature.
  3. Callbox’s exclusive Lead Nurture tool enabled easy orchestration of event-driven email touches.


RESULTS



The entire project ran for 31 months from January 2015 to July 2017. In terms of the KPIs agreed upon at the campaign’s outset, the whole effort generated the following results:

  • 622 total qualified appointments (averaging 20 per month)
  • 993 total completed leads (averaging 32 per month)
  • 1,047 total net new prospects (averaging 33 per month)

Callbox was able to maintain delivering 17 to 22 qualified appointments each month throughout the project, which meant that the campaign consistently met the Client’s expectations.

Although the Client did not disclose any figures, the company has mentioned that it had already converted “a great deal” of the Callbox-supplied appointments into new customers.



VoIP Switches to Callbox, Gains High-Value Sales Appointments

CASE STUDY



VoIP Switches to Callbox, Gains High-Value Sales Appointments


THE CLIENT



CS_SW_VoIP-Switches-to-Callbox-Gains-High-Value-Sales-Appointments-client

ABOUT
The Client is a US-based company that primarily provides telephone voice and data communications services. The company also develops software for IP communications and telephony systems.



TARGET INDUSTRIES
All industries (mid-sized to large-sized companies)

TARGET PROSPECTS
CIO, CTO, IT Managers, IT Decsion Makers


THE CHALLENGE



Despite having already worked with a number of third party providers for the Client’s lead generation campaigns, finding companies interested in their services for the long term remained an unresolved challenge.

The Client’s previous marketing partners had clear difficulties delivering consistent campaign results, which in turn made it very hard for the Client’s sales reps to meet their numbers.

Most of the leads and appointments from their former partners were a poor fit for the Client’s enterprise VoIP solutions. When those prospects reached the Client’s sales team, reps uncovered that many of them were actually still not in the market for the company’s offerings.

Additionally, the Client also observed that their previous providers were not able to fully capture and communicate the company’s unique value proposition, failing to map out key product benefits with business pain points in campaign materials used in the outreach programs.

With the lessons gained from these earlier campaigns, the Client searched for a reliable marketing agency that can provide them with a full suite of tools and strategies to book sales meetings with interested and qualified prospects.

HIGHLIGHTS
  • Launched a successful appointment setting program that met all key campaign objectives for an US-based VoIP provider
  • Leveraged Callbox’s suite of marketing tools to enhance campaign results
  • Refined Client’s target prospect profile and narrowed their sales team’s focus toward high-value prospects
CAMPAIGN RESULTS

CS_SW_VoIP-Switches-to-Callbox-Gains-High-Value-Sales-Appointments-results


THE CALLBOX SOLUTION



The Client signed up for a pilot three-month appointment setting campaign with Callbox. Callbox then reviewed the Client’s requirements and objectives in order to formulate a multi-touch, multi-channel campaign plan.

To address the Client’s problem with the quality of sales appointments, the Callbox team carried out their best effort to profile and update each contact information with each call, and took the opportunity to ask prospects probing questions to uncover not just perceived, but actual business needs. These steps were a significant factor in generating high-converting appointments.

Throughout the campaign, the Callbox team extensively used Pipeline CRM (Callbox’s proprietary lead management and marketing automation platform), particularly Lead Nurture Tool, which helped streamline the campaign workflow.

Lead Nurture Tool’s list cleansing feature took care of contact profiling, and it also enabled personalized emails to be sent to prospects in response to predefined triggers. Part of what makes this reliable tool efficient is that, every action taken by prospects like clicking a link on a website or submitting a form is monitored in real-time, allowing the campaign team to respond accordingly.

As is always the case in Callbox campaigns, all call activities were automatically logged in to Pipeline CRM, where the Client can view, process or download reports and campaign statistics.

Callbox Pipeline’s Lead Nurture Tool ensured the call list remained accurate throughout the whole campaign, while the Callbox’s SMART Calling system enabled agents to reach the right prospects at the right time, right when they were most available to talk.


RESULTS



The initial three-month program generated a total of 39 qualified appointments, 41 completed leads, and 78 net new prospects.

While the number of appointments delivered were slightly lower than in the previous campaigns with other providers, this actually reflected an increased emphasis toward high-quality prospects, since the Callbox team implemented a more thorough lead qualification approach aimed at filtering best-fit decision makers rather than stuffing the Client’s funnel with unqualified leads. As a result, the Client renewed the contract for another three months.



L.A. Physician Streamlines Back Office Ops in Ongoing 11-Year Partnership with Callbox

CASE STUDY



L.A. Physician Streamlines Back Office Ops in Ongoing 11-Year Partnership with Callbox


THE CLIENT



ABOUT
The Client is a Los Angeles, CA-based physician who specializes in rheumatology and internal medicine with more than 21 years of medical practice. The Client is affiliated with a group practice health center in the Los Angeles area.


THE CHALLENGE



The Client has been working with a virtual assistant (VA) from Callbox since 2007. The VA handles a number of back office and administrative responsibilities, including various data processing, bookkeeping, and other office support tasks.

A key hurdle that the Client faced early in the outsourced program was to ensure seamless integration of the remote workload into the practice’s internal processes. This was particularly crucial since the Client’s office had been using a diverse set of tools to carry out many of the admin activities in-house prior to partnering with Callbox.

Another critical challenge that occasionally surfaced throughout the 11-year partnership was the need to quickly modify the outsourced workflow in response to the Client’s changing requirements. For example, when the Client’s affiliate health center began expanding its patient base, some key steps in the internal processes had to be significantly readapted.

Since the Client’s schedule changes from time to time, the Client also expects a high level of flexibility and availability from the remote assistant.

HIGHLIGHTS
RESULTS

• Assigned a dedicated virtual assistant to handle back office and admin tasks for a Los Angeles-based medical practice
• Ensured high degree of fit in terms of relevant skills, proficiency in medical back office tools, and continuous availability
• Contributed to process improvement and quality of patient care throughout the ongoing long-term outsourcing partnership

Campaign result

THE CALLBOX SOLUTION



From a pool of candidates who had extensive background in medical administrative and support roles, Callbox provided the Client a virtual assistant with a high level of proficiency in many of the back office tools that the Client was using. Some of the tools included:

  • QuickBooks
  • Yahoo Business Email/Yahoo Calendar
  • Google Docs, Sheets, and Slides
  • RingCentral (phone, messaging, and video conferencing)
  • eFax
  • Password Managers
  • Dropbox

Selecting the assistant based on relevant experience significantly shortened the learning curve and enabled smooth deployment. Callbox also provided ample opportunities and incentives for continuous improvement. This helped the designated virtual assistant continually increase efficiency and productivity across multiple tasks, such as:

  • Recording transactions on QuickBooks
  • Submission of credentialing applicationfor Medicare, Medi-Cal and other insurance provider
  • Managing the practice’s disbursements and payables
  • Processing the practice’s licenses, permits, and other requirements
  • Updating and processing CRM records
  • Carrying out specialized desk research
  • Handling email communications
  • Providing phone support
  • Creating and posting online ads

Callbox also arranged holiday and sick cover for the assigned virtual assistant to minimize disruptions and ensure availability.


RESULTS



The Client mentions that Callbox’s virtual assistant has helped streamline and improve the practice’s operations.

Not only has the outsourced assistant made the Client’s back office processes more efficient and helped the practice cut costs, but the outsourced arrangement also frees up time and resources which allows the Client to devote more attention to patient care. This is the main reason why the Client continues to choose Callbox as an outsourcing partner.



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

CASE STUDY



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


THE CLIENT



ABOUT
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.



TARGET INDUSTRIES
Hospitals

TARGET PROSPECTS
HIM Director, CIO, CFO, Transcription, Coding supervisor, CDI supervisor


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:

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

  • 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. Scheduled appointments fell to 6-8 a month, and 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.

HIGHLIGHTS
  • Completed a 3-month, US-wide appointment setting program for a healthcare SaaS company that exceeded all key campaign objectives
  • Enabled Client to gain a 2-fold expansion in the number of qualified appointments added to the pipeline
  • Paved the way for Client’s reps to have more meaningful conversations with prospects and to send more high-value proposals
RESULTS WITHIN TWELVE WEEKS

results-Healthcare-SaaS-Vendors-Pipeline-Growth-Jumps-2-Fold-in-3-Pronged-Campaign


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


RESULTS



The three-month pilot campaign ran for a total of 66 days. As with most pilot campaigns at Callbox, the first few weeks were spent laying down the groundwork for appointment setting by warming up prospects and initiating contact through emails and social media activities. Most of the appointments were generated after the first full month of the campaign.

The campaign’s email marketing activities produced open rates of 24.2%, click-through rates of 11.2%, and hard bounces of 0.04%, which remained roughly in line with the company’s benchmarks. The social media activities, meanwhile, generated 759 new connections and reached a 12.5% InMail response rate.

The Callbox team handed off a total of 47 qualified appointments to the Client’s reps during the three-month pilot campaign. This represented more than a two-fold increase over what its internal sales team could typically produce in a comparable period.

Out of the 47 new appointments, 16 and 20 were generated in the second and third months, respectively, showing a clear uptrend. This strongly indicates that the rapport-building and lead nurturing efforts during the campaign’s early stages are turning into measurable results.

To build on this momentum, the Client is renewing its contract with Callbox for another three months.