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

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


  • 89 SQLs

  • 134 MQLs

  • 7,909 Accounts-touched

  • 2.9 Average contacts per account


  • Industry

    Managed IT, IT Consulting, Cloud Services

  • Location

    Sunnyvale, CA

  • Headquarters

    Sunnyvale, CA

  • Campaign Type

    Appointment Setting

  • Target Location

    United States

  • Target Industries

    Manufacturing, Industrial, Media, F&B

  • Target Decision Makers

    IT Manager, IT Director, CIO, CTO

The Client

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

The Challenge

During the campaign for the second half of the year, Callbox implemented an account-based appointment setting strategy in support of the Client’s recent adoption of an ABM approach for acquiring new business. The Client aims to capture high-value deals by engaging multiple contacts in an organization. According to the Client, they’ve observed that IT buying decisions now have to pass through different layers of decision makers. Oftentimes this means reps need to speak to multiple roles within the target company just to get their foot in the door.

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

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

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


  • 66 Qualified Appointments

  • 549 Follow-Ups

  • 80 Request for Information


  • Industry

    Software

  • Location

    USA

  • Headquarters

    USA

  • Campaign Type

    Appointment Setting

  • Target Location

    USA and Canada

  • Target Industries

    Gyms, Fitness Facilities, Health Clubs, Wellness Centers

  • Target Decision Makers

    Fitness Club Owner, Fitness Center Manager, Fitness Director, Gym General Manager, Operations Manager, Assistant Manager

The Client

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.

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.

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

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


  • 3 New Customers

  • $6M New Sales

  • 83 SQLs

  • 48 MQLs


  • Industry

    Logistics

  • Location

    Pittsburg, PA

  • Headquarters

    Pittsburg, PA

  • Campaign Type

    Appointment Setting

  • Target Location

    US

  • Target Industries

    Miscellaneous Retail, Household Furniture…

  • Target Decision Makers

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

The Client

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.

The Challenge

The Client has recently been ramping up its presence in the “last mile” delivery market. To support its push into the U.S. home delivery space, the Client had put together a full-spectrum marketing plan.

The Client wanted to divide the marketing activities between its internal team and an outside marketing agency. The vendor would handle the early-stage prospecting and lead generation activities, while the internal team 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

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B2B Mobile Marketplace Gets Clear Buying Signals from New Prospects

B2B Mobile Marketplace Gets Clear Buying Signals from New Prospects


  • 73 Qualified Appointments

  • 116 Completed Leads

  • 11 Potential New Customers


  • Industry

    Software

  • Location

    Van Nuys, CA

  • Headquarters

    Van Nuys, CA

  • Campaign Type

    Appointment Setting

  • Target Location

    United States

  • Target Industries

    Food & Beverage, Retail Trade, Services

  • Target Decision Makers

    Owner, Restaurant Manager, Marketing Manager, General Manager

The Client

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.

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.

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

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


  • 90 Qualified Appointments

  • $150,000 in won deals

  • 180 Net New Prospects


  • Industry

    Managed IT

  • Location

    Atlanta, GA, USA and Sydney, AU

  • Headquarters

    Atlanta, GA

  • Campaign Type

    Appointment Setting

  • Target Location

    Boston, GA, USA and Sydney, AU metropolitan Areas

  • Target Industries

    Mining, Construction, Transportation & Public Utilities…

  • Target Decision Makers

    Owner, Office Manager, IT Manager, Finance Manager

The Client

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.

The Challenge

Since 2017, Callbox has been responsible for planning and executing targeted outbound prospecting campaigns based on The Client’s growth objectives and revenue goals.

In August 2018, the Client expanded into the Australian market by setting up an office in Sydney. Despite the Client’s strong presence in their local US market, they still remain a new player in the Australian tech space.

With the success achieved during the previous 12-month partnership with Callbox and Callbox’s extensive experience in ANZ, the Client is convinced that they’d be able to keep up the momentum for this AU-focused campaign.

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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


VoIP Switches to Callbox, Gains High-Value Sales Appointments


  • 39 Qualified Appointments

  • 41 Completed Leads

  • 78 Net New Prospects


  • Industry

    Managed Telecommunications

  • Location

    USA

  • Headquarters

    USA

  • Campaign Type

    Appointment Setting

  • Target Location

    USA

  • Target Industries

    All Industries

  • Target Decision Makers

    CIO, CTO, IT Managers, IT Decision Makers

The Client

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.

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.

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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