31-Month Campaign Yields New Cleaning Contracts for NY Janitorial Firm
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.
- 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
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:
- 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.
L.A. Physician Streamlines Back Office Ops in Ongoing 11-Year Partnership with Callbox
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:
- Yahoo Business Email/Yahoo Calendar
- Google Docs, Sheets, and Slides
- RingCentral (phone, messaging, and video conferencing)
- Password Managers
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.
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
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.
- 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
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.
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
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.
Outbound Campaign Fast-tracks Inbound Results for Business Travel Platform
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.
Callbox Keeps EMR Firm’s Sales Reps Busy with Qualified Appointments
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