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.
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:
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.
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
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
Outreach and Follow-up Activities
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.
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:
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.
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.
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:
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.
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.
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.
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.
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.
• 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
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:
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:
Callbox also arranged holiday and sick cover for the assigned virtual assistant to minimize disruptions and ensure availability.
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.
Micro Market Provider Forecasts Pipeline Value Growth After Campaign
Workplace micro markets are fast becoming a more popular alternative to traditional office vending machines. Micro markets offer a healthier and more diverse selection of food, drinks, and snacks at companies where having a full-service cafeteria or kitchen isn’t an option. They provide businesses and employees better convenience, increased efficiency, and greater wellness benefits.
The Client is looking to capture a bigger slice of the growing demand for micro market solutions, particularly among mid-sized companies in the Minneapolis-St. Paul area. Its current (mostly inbound) marketing program generates an average of 10 appointments per month, of which 30% become salesqualified. The company’s sales team can close around 40% of these opportunities as new customers.
To achieve its expansion goals, the Client realizes it has to increase the flow of leads and appointments into its pipeline. That’s why the Client wants to complement its inbound marketing initiatives with targeted, outbound prospecting tactics.
But with its in-house marketing team and sales reps already facing hectic workloads, the Client understands it needs to outsource a good deal of top-of-funnel outbound marketing activities, such as prospect research and prequalification.
• Launched a highly successful integrated appointment setting campaign that leveraged both live phone conversations and email marketing
• Delivered appointments, leads, and sales intelligence to boost Client’s marketing efforts
• Increased Client’s pipeline in terms of number of opportunities and potential value
THE CALLBOX SOLUTION
The Client partnered with Callbox after short-listing a number of third-party marketing agencies. The company says Callbox’s consultative approach at helping the Client narrow down its marketing needs, plus Callbox’s multichannel marketing philosophy, set it apart from the other candidates it was evaluating.
The Callbox team then closely worked with the Client to develop a campaign plan for a three-month pilot program. They agreed on a targeted appointment setting strategy that combined live phone conversations with email touch points in order to:
• Gauge the product fit and buying intent of potential customers for its micro market packages
• Book qualified prospects for a face-to-face meeting with the Client’s reps
• Collect additional prospect information to help the Client nurture leads and opportunities
The effort started out with a thorough analysis of the Client’s ideal customer profile. This consisted of companies operating in the Minneapolis-St. Paul area belonging to any of 8 two-digit SIC groups, with between 250 to 500 employees.
The Client also wanted to prioritize companies with at least 100 employees working at a single location in order for its self-service micro market kiosks to tap into sufficient foot traffic.
The pilot campaign ran for a total of 66 days (22 days per month) and met all its objectives. As with most Callbox multi-touch, multi-channel appointment setting projects, the campaign’s initial phase was spent warming up contacts and refining campaign targets through email outreach, which produced engagement results in line or better than industry benchmarks: delivery rates of up to 98%, open rates of up to 32.8%, and Click-through Rates of up to 13%.
These early touch points paved the way for conversions (booked appointments and completed leads) to start trickling in after the campaign’s third week. Broken down by month, the results of the appointment setting activities are:
• 1st Month: 11 qualified appointments, 17 completed leads
• 2nd Month: 29 qualified appointments, 47 completed leads
• 3rd Month: 41 qualified appointments, 39 completed leads
Using the Client’s current funnel metrics, the 81 qualified appointments potentially translate into an additional 24 new sales-qualified leads, which in turn can be converted into 10 new customers. With an average deal size of $5,000 per month, the Client is looking at an increase of $600,000 in annual sales from the pilot campaign.
Shortly before first contacting Callbox, the Client was in the middle of a key strategic refocus that aimed to expand the company’s footprint in the growing SME business travel segment. The Client had already developed specific packages and solutions tailored for small and medium-sized companies’ needs and was looking to acquire more SME accounts.
To help drive awareness and generate interest in its SME-focused offerings, the company launched a number of lead generation initiatives that included publishing a comprehensive whitepaper on creating and deploying a company travel policy.
The Client wanted to reach new prospects with this content asset but encountered mixed results with the distribution and promotion tactics they were using (which mostly consisted of inbound channels like SEO, social media, and online promotion).
Downloads average 6 per week (although this went up as high as 11 in the first full week after publication) and marketing-qualified lead (MQL) conversion rates didn’t meet the Client’s targets.
After considering other options for distributing the whitepaper, the Client decided to include outbound channels in its content promotion mix. But, having no outbound expertise of its own, the Client began looking for a third-party lead generation vendor to handle the outbound portion of the campaign.
• Launched a targeted, integrated lead generation campaign to promote a key content asset and qualify prospects
• Doubled the number of whitepaper downloads and increased the content’s conversion rate
• Increased the volume and quality of MQLs in the Client’s pipeline
THE CALLBOX SOLUTION
The Client chose Callbox after a thorough evaluation process, pointing out that Callbox’s multi-channel approach at lead generation and prospecting best met their goals. The Callbox team then prepared a campaign plan for a 3-month lead generation program with the following objectives:
• Increase the number of hand-raisers from its whitepaper
• Qualify prospects based on their ability to influence business travel decisions
• Collect key information to profile each prospect
The campaign carried out direct, targeted outreach through live conversations with the target prospects enhanced through email, social media, and online channels. The decision makers included HR directors, HR managers, CFOs, finance directors, administrative managers, CEOs, and other persons in charge of expense management/ procurement from companies all over the U.S. with annual revenues not exceeding $10 million.
The targeted lead generation campaign ran for a total of 66 days (22 days per month). As with most of Callbox’s multi-touch, multi-channel lead generation projects, leads only began trickling in after the first two weeks of the campaign. That’s because the campaign’s opening phase focused on initiating contact and nurturing prospects through email which maintained open rates of 32.2% and click-through rates of 9.7%.
Broken down by month, the lead
generation activities produced the
The company travel policy whitepaper was downloaded a total of 189 times during the three-month campaign period, which gave a weekly average of nearly 16 downloads (or twice the pre-campaign rate). The Client also mentioned that 80% of the 109 leads (or 88 leads) were already MQLs.
The Client sells its trademark high-performance ED software system to hospitals all over the United States and Canada. The browser-based application helps improve ED performance with a full suite of operational and management tools. It also provides interoperability with the hospital’s EMR and other healthcare information systems involved in the patient’s care.
The company’s main product enjoys significant brand equity, but as competition continues to tighten in the medical software space, the Client has adopted a more aggressive growth strategy.
This recent shift is starting to overstretch the company’s marketing and sales resources. Their inside sales team has consistently been unable to meet the new prospecting targets, especially in terms of call volumes, number of prospects reached, and early-stage conversions. The new strategy also reveals gaps in the Client’s marketing data, with record counts often falling short of campaign requirements.
That’s why the company wants to outsource the bulk of its prospecting activities to a third-party agency. These activities include initial outreach, lead qualification, desk research, data validation, and appointment setting.
The Client, however, requires a marketing partner that can seamlessly become part of its sales process. In particular, the company wants to hire a provider with deep domain knowledge of healthcare information systems in order to engage prospects better.
• Handled the bulk of
prospecting activities for widely-recognized medical software provider
• Exceeded Client’s expectations in terms of quantity and quality of appointments delivered, leading to long-term contract renewal
• Combined phone, email, and social media in a fully-integrated, highly-targeted
THE CALLBOX SOLUTION
Callbox’s industry-specific, integrated appointment setting solutions placed it on top of the Client’s shortlist. But it was Callbox’s lengthy track record of launching successful campaigns for medical software companies that convinced the Client to choose Callbox as its marketing partner.
The Client originally signed up for a monthly appointment setting contract, but after four months opted for a full-year campaign, as the project consistently exceeded requirements in terms of quantity and quality of appointments. The campaign covered prospecting activities the Client wanted to farm out, including:
1. Callbox compiled and profiled the campaign contact list using the parameters specified by the Client.
2. The Callbox team also prepared the call script which included probing questions to qualify the prospect and set a follow-up meeting.
3. Contacts who agreed to a scheduled phone meeting with a Client’s rep were labeled as qualified appointments.
The campaign has now completed a total of four months’ worth of appointment setting activities and is currently in its 5th month.
Callbox’s multi-touch, multi-channel appointment setting programs typically devote the first couple of weeks to warming up and nurturing prospects. That’s why it’s not uncommon to see the opening two or so weeks generate mainly email or social media results:
• Email reply rate: 3.77%
• Email conversions: 7
• Linkedin connections: 234
• Linkedin groups: 15
It’s only after the first couple of weeks that the campaign generated appointments in earnest, as shown below
The campaign has so far delivered a total of 91 qualified appointments. While the Client hasn’t disclosed how many of these meetings their reps can send proposals to or how many they expect to turn into customers, the Client is very impressed with both the quantity and quality of appointments generated. In fact, the Client has recently signed a full-year contract with Callbox
The Client’s core mission is to help companies implement and optimize Microsoft Dynamics AX and CRM applications. It sells its services primarily to large- and mid-sized businesses in verticals such as distribution, manufacturing, and professional services.
The company recently refocused its marketing initiatives toward growing the customer base for its three industry-specific modules: industrial, professional services, and AX users. Part of its new customer acquisition strategy called for targeting prospects throughout the U.S via outbound channels.
Being a small company (with only 35 employees), the Client clearly needed some outside help carrying out many of its marketing activities. Past experience has taught the company that its small team of in-house sales reps was best deployed following up qualified leads and nurturing opportunities, instead of spending a great deal of their time prospecting.
Once the company finalized its requirements, the Client began looking for a potential outsourcing partner that could:
1. Identify accounts that fit the target customer profile for each of the Client’s three modules
2. Qualify contacts for each identified account by gauging purchase intent and solution fit
3. Collect additional prospect information to be used by its in-house reps
• Completed a 6-month US-wide appointment setting project for a leading enterprise cloud consulting firm
• Generated high-value sales appointments for conversion within the next 12 months
• Increased prospect quantity and quality by combining phone calls with emails and social media
THE CALLBOX SOLUTION
The Client chose Callbox at the suggestion of one of its partner IT companies. The Client pointed out that Callbox’s marketing experience in the enterprise cloud space was a deciding factor.
Callbox then put together a 6-month appointment setting program consisting of six monthly campaigns. Each campaign focused on a specific segment for the company’s three main modules. The entire project made use of live phone outreach integrated with email and social media activities.
The six campaigns ran for a total of six months. In each of the campaigns, a good part of the first half was spent warming up prospects and doing research. This meant that much of the initial campaign activities focused on email marketing and social media. For the entire project, emails and LinkedIn produced the following results:
• Email delivery rate: 99.4%
• Email open rate: Up to 38.3%
• Email reply rate: Up to 5.13%
• LinkedIn connections: 1,492
• LinkedIn groups: 144
• LinkedIn leads: 6
Live conversations with prospects generated the following results:
• 21 qualified appointments
• 2 completed leads
Most of these results were recorded during the closing stages of each campaign. The Client says that all 21 appointments meet their sales criteria, so they expect to convert around half (or 11) of these prospects within the next 6 to 12 months.
The Client’s main line of service helps companies successfully implement and maintain LED lighting projects. Its key differentiator is that it provides fully-integrated, end-to-end LED lighting project management packages that come bundled with the needed expertise and support. The Client also offers 5-year unlimited warranties to its customers, which further sets it apart from other players in the industry.
Because the Client typically sees conversion cycles thatspan several months, the company devotes much ofthe funnel to nurturing leads and opportunities. That’s why the Client traditionally outsources top-of-funnel prospecting activities to third-party agencies.
In fact, the Client’s parent company has already worked with Callbox in a previous prospecting campaign that focused on its telecom vendor sourcing division. This time, the Client wants to partner with Callbox in order to:
1. Generate qualified leads and appointments that fit the Client’s LED lighting options
2. Collect marketing and sales intelligence useful in the nurturing process
• Launched a highly successful U.S.-wide appointment setting campaign for an integrated LED lighting company
• Resulted in 1 closed deal while the campaign was still ongoing
• Exceeded Client’s targets at every stage
THE CALLBOX SOLUTION
As a previous Callbox customer, the Client already understands the value that Callbox’s multi-touch, multi-channel appointment setting solution delivers. In choosing Callbox for the second time, the Client expects the same level of commitment and service that brought success to the past campaign.
The Client signed up for a 3-month standard appointment setting campaign that also covered database profiling, email marketing, and social media marketing.
At time of preparing this case study, the 3-month campaign was wrapping up its final week. The campaign initially started with only one seat. But, by the end of the third week, the Client wanted to ramp up calling activities to 2 seats due to the inflow of promising prospects.
With Callbox appointment setting campaigns, it’s typical for appointments and leads to start trickling in after a few weeks or a full month of activities. That’s because the first two weeks or so are spent warming prospects up and optimizing the various parts of the campaign. This is shown in the below breakdown:
• 1st 3 weeks: 10 qualified appointments and 9 completed leads
• 4th week up to today: 33 qualified appointments and 40 completed leads
During the campaign’s second month, the Client was able to close one of the appointments handed off earlier in the project.
The Client expects to convert around half of the remaining 42 appointments (or 21 appointments) to customers within the first half of 2018. The Client is very pleased with the results so far that the Client has already paid for another 3-month campaign scheduled for next quarter
By some estimates, the outsourced revenue cycle management (RCM) market is projected to expand at a CAGR of 26.5% in the next two years, making it an ideal time for mid-tier RCM consulting firms to capture opportunities for growth.
Increased requirements for convenience and transparency have created bigger challenges for hospital departments and staff involved in RCM. This, in turn, has fueled the demand for RCM-aligned solutions including consulting and advisory services.
With its nationwide footprint and a portfolio of differentiated services, the Client is well-positioned to take a significant slice of this high-growth market.
To achieve its short- and medium-term business goals, the Client has put together a robust marketing plan that included a combination of branding and sales-oriented initiatives. A key program in its marketing strategy is to leverage live conversations with hospital executives for driving awareness and interest in its end-to-end RCM solutions.
Having little internal expertise and resources for a direct marketing campaign that spans the entire United States, the Client decided to work with an outsourced lead generation agency with extensive experience in the healthcare consulting space.
Callbox’s deep domain knowledge of the Client’s target vertical and its capabilities for executing a campaign of this scope were the main reasons why the Client chose to work with Callbox.
•Planned and executed an integrated appointment setting campaign combining phone, email, and social media
• Exceeded target number of appointments by the end of the second month
• Identified additional leads which were delivered to the Client for further nurturing
RESULTS AND INVESTMENT
During the first 6 to 8 weeks of the three-month campaign, a significant portion of the activities were devoted to email marketing and social media in order to complement the initial touch points made with the target hospital executives. This leg of the campaign yielded the following results:
As a result, the majority of phone appointments set throughout the entire campaign were made during the second month. A monthly breakdown of the appointment setting results is as follows:
With a lead-to-opportunity conversion rate of 30% and a win rate of 40%, the 162 total leads handed over by the Callbox team can potentially translate into 19 new consulting customers for the Client.
THE CALLBOX SOLUTION
1. Although the Client provided the list of hospitals to be contacted, the list was first thoroughly validated and cross-checked before being used in the campaign.
2. The Client also prepared the call script which was then reviewed by the campaign team in order to refine the qualification parameters.
3. In addition to setting phone appointments with qualified prospects identified through probing questions, the Callbox team also generated
actionable leads the Client can nurture further.
1. The campaign also adopted LinkedIn as a channel to complement lead generation as well as enhance the Client’s branding efforts.
2. The team added positive contacts from calls and emails as connections.
3. All LinkedIn queries were handled by social media specialists.
The solar energy provider has been enjoying the warm welcome of NJ and NY households for more than 50 years now – allowing their homes and businesses to be improved by the Client through service packages that include custom designs, professional solar installation and best purchase options, until several issues arose in 2012 warning consumers of solar energy as a threat to electric grid operators – a battle among energy providers which loomed collapse in the solar business.
The campaigns waged by electric monopolies against solar energy use caused a great decline in the Client’s revenues, thus generating other issues which compelled the need for a much competitive marketing strategy that can battle the then on-going, intense energy wars.
In 2015, the Client set to complete 400 installations. However, 160 or 40% did not sign a contract and took other options instead. The Client’s revenue fell short of $1,600,000 (at an average of $10,000 per package).
“The threatening scenario has to end” the Client thought. They needed to gain the lost targets (customers and revenue) back so they implemented an in-house telemarketing campaign with the hopes of recalling those who retracted from the deal, but ended up with dismal results. With this, the Client decided to outsource.
THE CALLBOX SOLUTION
Since the problem sprung from reports about utilities that waged a campaign against the solar industry, Callbox proposed an “eye for an eye” solution to the solar leader – an information drive via Email Marketing and Appointment Setting program which the solar leader approved.
Powered by Callbox Pipeline’s SMART Calling system, the Callbox team reached a significant number of prospects, exceeding the Client’s expectations.
The Client previously targeted a total of $4,000,000 net revenue for 2015. However, the campaign production of 204 plus the current 240 customers combined, brought a total $4,440,000.00 net revenue or 11% higher than the earlier target.