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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.



Micro Market Provider Forecasts Pipeline Value Growth After Campaign



CASE STUDY



Micro Market Provider Forecasts Pipeline Value Growth After Campaign


THE CLIENT



ABOUT
The Client provides a comprehensive suite of food and beverage vending solutions for small- to- mid-sized businesses, including its proprietary line of self-service workplace micro markets. The company also offers a broad range of corporate dining and refreshment services, such as office coffee services as well as catering and pantry services.



TARGET INDUSTRIES
Agriculture, Mining, Construction, Manufacturing, Transportation, Wholesale and Retail, Finance, Professional Services


THE CHALLENGE



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.

HIGHLIGHTS
RESULTS WITHIN TWELVE WEEKS

• 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.

Appointment-Setting

1. Callbox prepared the campaign call list based on the Client’s requirements. The Client also handed Callbox a list of Minneapolis-St. Paul companies that were already in the Client’s pipeline or its current customers.

2. Callbox also drafted the campaign call scripts which included probing questions tailored to achieve the three objectives outlined earlier.

3. Agents contacted key decision makers in the target companies and classified these prospects as qualified appointments (those who agreed to meet with a Client rep) or completed leads (those that indicate interest in micro market offerings).

1. The campaign leveraged targeted emails in order to warm prospects up, send out marketing materials, and follow up on previous touch points.

2. The campaign team’s email specialists crafted personalized email templates and tested each email component (subject lines, email copy, sending schedules, landing page, etc.) to achieve optimal response rates.

3. The Client received real-time campaign updates and helped plan email marketing cadence using Callbox’s Pipeline CRM tool.


RESULTS



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.





Outbound Campaign Fast-tracks Inbound Results for Business Travel Platform

CASE STUDY



Outbound Campaign Fast-tracks Inbound Results for Business Travel Platform


THE CLIENT



ABOUT
The Client is the corporate travel management arm of a leading online travel agency. the company provides end-to-end business travel solutions tailored for every stage in the travel cycle. Its primary products and services include its flagship online booking platform, a full suite of travel management and reporting tools, and personalized account management and consulting.


THE CHALLENGE



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.

HIGHLIGHTS
RESULTS WITHIN TWELVE WEEKS

• 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.

1. Callbox prepared all materials used in the campaign. These were reviewed and approved by the Client. The materials included the campaign contact list, call scripts, email templates, and landing pages.
2. Calling agents engaged the target prospects through one-on-one conversations which served to promote the whitepaper and to qualify the leads.
3. The campaign used emails to add another layer of touch points for distributing the whitepaper, as well as leveraged the LinkedIn platform to increase reach and visibility.


RESULTS



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
following results:

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.



Callbox Keeps EMR Firm’s Sales Reps Busy with Qualified Appointments



CASE STUDY



Callbox Keeps EMR Firm’s Sales Reps Busy with Qualified Appointments


THE CLIENT



client

ABOUT
The Client is a medical software company that specializes in emergency department (ED) information systems. The company’s primary product line is its flagship best-in-class ED medical record application widely used by healthcare facilities in the U.S. and Canada to improve patient care quality and operational efficiency.


THE CHALLENGE



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.

HIGHLIGHTS
RESULTS WITHIN TWELVE WEEKS

• 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
B2B campaign

results

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:


Appointment-Setting

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.

1. The Callbox team created and tested two email templates to be used in the campaign: the intro email and the targeted send-out.
2. The intro email primed prospects for upcoming campaign touch points.
3. The template for targeted send-outs was used to distribute other marketing collaterals from the Client.

1. As part of Callbox’s multi-channel approach, the team engaged positive contacts by connecting with them on LinkedIn.
2. The campaign also relied on prospect information collected and verified using LinkedIn.
3. LinkedIn also served as a tool to increase the Client’s online visibility and brand.


RESULTS



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





Cloud Consulting Firm’s Sales Outlook Drifts Higher with Callbox

CASE STUDY



Cloud Consulting Firm’s Sales Outlook Drifts Higher with Callbox


THE CLIENT



ABOUT
The Client provides industry-specific implementation, training, and consulting services for Microsoft Dynamics AX and Microsoft Dynamics CRM. Its target accounts include medium- to large-sized business in North America and the Caribbean. The Client is a Microsoft Cloud Solution Provider and a Microsoft Gold-Certified Partner.



TARGET INDUSTRIES
• Manufacturing
• Distribution
• Professional Services
• Microsoft Dynamic Users


THE CHALLENGE



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

HIGHLIGHTS
RESULTS WITHIN TWELVE WEEKS

• 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.

Appointment-Setting

1. Callbox compiled the list of target prospects from companies that meet the Client’s requirements for industry, location, and annual sales.

2. Contacts whose organizations are currently evaluating their ERP or CRM software and are looking to acquire a new platform within the next 12 months are tagged as qualified prospects (qualified appointments or completed leads).

3. Probing questions for solution fit uncover information on software usage, business pain points, buyer role, etc.

1. The Callbox team used emails for warming up/ nurturing prospects and for distributing Client materials.
2. Callbox’s SMART Calling technology prioritizes calls based on time and frequency of email opens, clicks, and replies.
3. Callbox also prepared and optimized all email marketing  collaterals (templates, landing pages, etc.) used in the campaign.

1. The Callbox team nurtured positive contacts further by connecting with them on LinkedIn.
2. The campaign’s social media specialists used LinkedIn to collect and verify prospect data, as well as to generate additional leads.
3. The team also leveraged LinkedIn to boost the company’s online presence by joining and participating in relevant groups.


RESULTS



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.