Tag Archive for: Case Study US

Ad Guru Gains A Hundred and More Appointments with Callbox Lead Generation

The Client

The Client is a decade old, multi-awarded advertising firm founded in Salt Lake, Utah, providing complete supplemental revenue for digital publishers to increase revenue without making any changes in the website or any existing inventory.

The Challenge

The Client wanted to expand their market reach and grow their customer pipeline. Specifically, they needed someone to help them assist publishers in going through the registration process, and eventually get them to agree to a meeting with their consultants.

They were looking for a lead generation firm that can provide a robust database with accurate and updated contacts, and a skilled appointment setter to arrange meetings on their behalf.

The Callbox Solution

Callbox designed an annual Account-Based Marketing Lead Generation and Appointment Setting campaign package which consisted of:

  • Account-Based Multi-Channel Lead Management which utilized Voice, Email, Chat, Social Media and Mobile channels
  • Sales Enablement & Support that was composed of an end-to-end service coverage from Training, Setup and Back Office Sales Support
  • Tools & Subscriptions to Callbox Pipeline and HubSpot CRMs
  • Account Management which includes Strategy Building, Reporting and Product Knowledge

Campaign Objectives: The goals were for the Callbox team to set appointments for the Client’s consultants.Below is the two-step campaign process:

Account Research and Selection

  1. The Client specified their target industries, location and decision makers.
  2. Callbox refined the Client’s ideal customer profile (ICP) which served as a basis for identifying qualified accounts.
  3. Callbox came up with a list of potential contacts to target which was reviewed and approved by the Client.

Account and Prospect Profiling

  1. The Client provided buyer persona profiles of the prospects that they want the outbound campaign to target. The profiles consisted of detailed demographic and firmographic segmentations.
  2. The campaign was open to target any decision maker.
  3. The master contact list was segmented based on these personas, and was further grouped according to industry type.

Results

Overall, the 12-month Account-Based Marketing Lead Generation and Appointment Setting campaign delivered 147 Sales Appointments (LinkedIn 60, Calling 78, Email 9), 18 Marketing Qualified Leads, and 2,803 Social Media Connections.

Callbox Registered 500+ New Members and Confirmed Hundreds of Event Attendees for ICT Industry Collaborator

The Client

The Client is a global non-profit organization that promotes innovations in the information and communication technologies across 40 nations. They collaborate and mobilize ICT industry leaders to drive developments in the region, engaging a broad range of professionals and organizations as well as researchers and influencers to ensure progress in the ICT industry.

The Challenge

Gathering industry leaders from across the global communications ecosystem to meet in one event and share and learn corporate ideas and best practices takes more than just the usual event planning and management, but requires proper lead nurturing and full engagement with stakeholders in order to achieve the organization’s vision: to create a world where people and organizations connect and initiate actions through the innovative use of ICT.

The Client looked for a premiere B2B marketing partner who has rich experience in customer engagement and lead nurturing to help them carry out the project successfully. Callbox had everything they needed.

The Callbox Solution

Callbox packed a Multi-Touch, Multi-Channel Lead Generation and Event Marketing Campaign for the Client that was sealed in a two-term deal that utilized voice, web, email and social media channels to reach and engage prospects.

The campaign goal was for the Callbox team to find target companies and invite them to their US event, and offer to register as an organization’s member.

Account Research and Selection

  1. The Client specified target industries.
  2. Callbox refined the Client’s ideal customer profile which served as a basis for identifying qualified accounts.
  3. Callbox then compiled a list of potential contacts to target which was reviewed and approved by the Client.

Account and Prospect Profiling

  1. The Client provided ICPs that they want the outbound campaign to engage. The profiles consisted of detailed demographic and firmographic segmentations.
  2. The designated ICPs: C-suites, VPs, Directors, Channel Partner Managers
  3. The master contact list was segmented based on these personas and was further grouped according to industry type with unique accounts and unique contacts.

Results

In total, the lead generation and event marketing campaign produced a total of 493 confirmed attendees, 180 MQLs, and 583 new registered members who were LinkedIn connections.

Callbox ABM Lead Generation and Appointment Setting Helped US Financial Consulting Leader

The Client

The Client is a leading financial consulting provider that’s been in the business for more than three decades. They offer innovative financial products like asset allocation, insurance, employee benefits, tax planning, wealth management and annuities to thousands of businesses worldwide that help address common financial concerns.

The Challenge

The significant growth in the IT industry has prompted the Client to leverage digitization. They employed new tools and tactics to improve customer experience and achieve business growth. However, the arduous transformation process required help from third-party providers to augment the phase by phase integration and provide support to the company’s marketing needs. With Callbox’s account-based marketing multi-touch, multi-channel lead generation and appointment setting strategies, the financial leader found a way to fittingly cope with the rapid evolution in the finance industry.

The Callbox Solution

Given both the Client’s current strategic situation and its immediate marketing goals, it was determined that Callbox’s precision-oriented lead generation solutions would be an effective approach at enhancing the Client’s rebranding and customer outreach efforts. Accordingly, the campaign plan consisted of two main components: (1) customer profiling and (2) lead generation.

Account Research and Selection

  1. Agents called every contact on the list in order to check and update all pertinent information.
  2. Callbox’s customer profiling package ensured that every entry on the list contained complete, accurate, relevant, and timely information on a valid decision-maker.
  3. Once completely profiled, every record on the list represented a contact having any of the above-mentioned job titles working in a manufacturing company located within any of the four APAC countries mentioned earlier

Account and Prospect Profiling

  1. The Client provided target decision makers for the Callbox team to reach out which consisted of detailed demographic and firmographic segmentations.
  2. The buyer personas designated as the campaign’s primary targets were CFO, CHR, CEO, CIO.
  3. The master contact list was segmented based on these personas, and was further grouped according to industry type.

Results

Overall, the two-term Lead Generation and Appointment Setting campaign produced a total of 192 appointments, 44 leads, 134 requests for information and 716 social media connections.

Appointment Setting Success for Case Management Software Highflier

The Client

The Client has more than a decade of experience in providing easy-to-use web-based case management and tracking system to federal, state and local organizations in the USA. Since its inception in 2003, it has steadily grown and become a trusted software for investigative pursuits.

The Challenge

The case management software expert gained recognition as among the 500 fastest growing startups for 5 straight years which gave them the opportunity to attract more customers. However, as industry competition heightened and the time to market pressed on, their customary course of engagement with potential customers could hardly carry out their goals anymore.

In order to keep up in the competition and prevent possible impact on customer acquisition, customer retention, ROI and a host of other factors, the Client decided to outsource some of its marketing functions. And among the list of firms, they were considering to handle their lead generation campaign, Callbox came out to be their best choice.

The Callbox Solution

Based on the Client’s requirements, Callbox designed an account-based management lead generation and appointment setting campaign. It was packed in a two-term deal which composed of three work phases:

Account Research and Selection

  1. The Client wanted to target municipalities that were either currently evaluating or open to evaluating within the given timeframe, and must have a budget in place or open to pricing proposals.
  2. The target account specifications were further detailed into prospects with a need for an upgrade or purchase for a case management application.
  3. Callbox accomplished the target account list from its in-house database.

Account and Prospect Profiling

  1. The Client’s specific decision makers: Mayors, Municipal Commissioners, IT Director/Consultant.
  2. Most qualified accounts are those that have a need and a test budget.
  3. Profiled records were submitted to the Client for approval.

Multi-touch, Multi-channel Outreach

  1. Prospective buyers were contacted based on their needs, evaluation and purchase timeframe, and budget.
  2. All qualified prospects were nurtured via phone, email, and LinkedIn to maximize engagement and response.
  3. Each nurture path set for every qualified prospect was carried out in multiple touches, with automated engagement and one-on-one interaction combined.

Results

Overall, the two-term ABM lead generation and appointment setting campaign produced a total of 56 sales appointments, 257 MQLs and 576 new social media connections.

Callbox Lead Generation Campaign Accelerated Market Success for SaaS Provider

The Client

The Client is an innovative web-based, for-profit company in America that allows application integration among end-users. They provide workflows that automate the use of web applications together or translate between APIs.

The Challenge

Ecommerce was already in existence when the Client found its place in the industry. The big guys were dominating the scene, enjoying the trend on software integration which businesses were rapidly adopting. Being new in the circle, their first few years in the market were a real struggle.

However, the multi-apps usage sprang issues like systems not syncing, strayed data and high cost of maintenance and developments to get several applications to work well together. The Client knew that they had the solutions to the problem, but what they needed was a tool that can help them massively get these solutions to the doorsteps of their targets in need.

The Callbox Solution

Callbox closely worked with the Client and tailored a campaign suited according to their requirements. A two-term lead generation campaign was closed which composed three work phases:

Account Research and Selection

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 Client wanted to target companies that were either currently evaluating or within a six month period, and has in place or projected budget for the upgrade.
  2. The target account specifications were further detailed into prospects with a need for a SAAS based solution.
  3. Callbox accomplished the target account list using an in-house database.

Account and Prospect Profiling

With its award-winning lead generation expertise, Callbox was well-positioned to help the client meet the two main challenges brought on by its recent rebranding program. In a nutshell, the lead generation activities of the campaign included:

  1. The Client pointed decision makers: Business Owners, Ecommerce Managers, IT Manager/Director, Chief Financial Officer, Finance Manager
  2. Most qualified companies are those with a test budget and currently evaluating.
  3. Profiled records were submitted to the Client for approval.

Multi-touch, Multi-channel Outreach

  1. Prospective buyers were contacted based on the need, timeframe, and budget.
  2. All qualified prospects were nurtured via phone, email, and LinkedIn to maximize engagement and response.
  3. Each nurture path set for every qualified prospect was carried out in multiple touches, with automated engagement and one-on-one interaction combined.

Results

Overall, the two-term Appointment Setting campaign produced a total of 77 appointments (sales-qualified leads), 128 marketing-qualified leads and 572 new social media connections.

EU Medical Training Leader Spanned Operations in the US Market with Callbox ABM Program

The Client

The Client is a pioneer simulation-based medical education provider in Northern Europe and a major global supplier of virtual reality simulators for medical training centers for practice, validation and certification programs across learner types such as students, surgeons, and medical doctors.

The Challenge

The Client serves a broad range of customers in Europe and has kept a strong business relationship with everyone in their client base. Their LapSim and EndoSim programs have given surgeons a platform to acquire fundamental technical skills of keyhole surgery before performing any OR procedure.

However, as new and innovative programs for team or staffed training were launched, plans of expansion followed. The Client decided to bring their medical simulation expertise to the United States. As expected, the job was not easy and they had to start from scratch. Although they have collected much data about the US market and have initially reached out to some prospects, the Client thought they still needed some help as they lacked tools and strategies that would help them reach new targets in a new target location.

The Callbox Solution

Callbox customized a multi-touch, multi-channel account-based marketing campaign for the Client. It’s a marketing package of voice, email, and LinkedIn which helped realize the Client’s goals. They signed a two-term proposal for appointment setting and lead generation programs.

The Callbox team was to generate leads based on the Client’s target specifications and set face to face meetings with qualified decision makers who were interested to have their team or organization undergo training. The campaign involved three key steps:

Account Research and Selection

  1. The Client specified their target industries and decision makers.
  2. Callbox refined the Client’s ideal customer profile (ICP) which served as a basis for identifying qualified accounts.
  3. Callbox then came up with a list of potential contacts to target, which was reviewed and approved by the Client.

Account and Prospect Profiling

  1. The Client provided buyer persona profiles of the prospects that they want the outbound campaign to engage in. The profiles consisted of detailed demographic and firmographic segmentations.
  2. Buyer personas were identified as the campaign’s primary targets: Chief Medical Officer, Chief Clinical Officer, Chief Experience Officer, Directors, Administrators, Managers, Purchasing Leads, Office Managers
  3. The master contact list was segmented based on these personas, and was further grouped according to the type of institution.

Results

Overall, the Lead Generation and Appointment Setting campaign produced a total of 94 appointments set, 47 marketing qualified leads, 74 requested for more information, 68 for follow-ups, 54 for callbacks, and 547 LinkedIn connections.

The success of the US campaign caused the Client to start operations in other regions like Asia and the Middle East.

Callbox Captured Panoramic Success, Setting 400+ Appointments for Geospatial Expert

The Client

The Client is a US-based privately held company that was incorporated in 1991 from its parent company in the Netherlands, providing large-scale and systematic visualization of physical environments using specialized technology to collect 360* spherical imagery.

The Challenge

The Client’s camera technology developments and 3D image capture innovation keep them at the leading edge of the geospatial field, and in the best position to address customers’ anticipated and immediate GIS-related challenges.

Their 30-year experience in capturing street-level imagery served different environments like inner-urban communities with complicated street patterns and densely built environments, wide-open rural areas with few parcels per mile, roads and highways, and parklands.

When the time came to take things into new perspectives, the Client opened its services to other targets: utilities, real estate, telecom, city, and county government. This has also sparked the idea of employing new prospecting which they completely found in Callbox.

The Callbox Solution

Callbox designed an ABM Lead Generation and Appointment Setting campaign for the Client which consisted of:

  • Account-Based Multi-Channel Lead Management which included Voice, Email, Chat, Web and Social Media.
  • Sales Enablement & Support that provided Training, Setup and Back Office Sales Support.
  • Tools Subscriptions and Utilization of the Callbox Pipeline and HubSpot CRMs.
  • Account Management with Strategy Building, Reporting and Product Knowledge.

THE GOAL

The goal was for the Callbox team to set appointments between the Client’s sales team and qualified prospects.

The campaign involved two key steps:

Account Research and Selection

  1. The Client specified target industries, location and decision makers.
  2. Callbox refined the Client’s ideal customer profile (ICP) which served as a basis for identifying qualified accounts.
  3. Callbox then compiled a list of potential contacts to target, which was reviewed and approved by the Client.

Account and Prospect Profiling

  1. The Client provided buyer persona profiles of the prospects that they want the outbound campaign to engage. The profiles consisted of detailed demographic and firmographic segmentations.
  2. 2 buyer personas were designated as the campaign’s primary targets:
    • Champion – CIOs, IT Director, IT Managers
    • Influencers – C-Suite contacts – CFO,  CEO, CIO; Purchasing Officer, and similar
  3. The master contact list was segmented based on these two personas, and was further grouped according to industry type.

Results

Overall, the Appointment Setting campaign produced a total of 429 Sales Qualified Leads, 110 Marketing Qualified Leads, and 163 Requests for Information.

Callbox Backed Up Market Launch for Software Recovery Firm, Resulting in a 2-Year Partnership

The Client

The Client is an IT leader in Tampa, Florida, providing innovative solutions to help companies adapt to the fluid nature of IT infrastructure. They specialize in automated PC repair, self-healing operating system repair, imaging, and secure hard drive wipe.

The Challenge

Shaving off time to market, leading customers and proving viability are few of the challenges that companies face when launching a new product. 

When the Client launched its newly acquired platform from a company buy-out, they thought of finding, using better marketing tools and strategies that would keep them from facing conventional issues, and outsourcing a sales and marketing solutions provider was a clever idea.

They needed someone with valuable experience in B2B lead generation who has the right tools and channels to lead customers into their product. Callbox right-fitted the Client’s requirements

The Callbox Solution

Callbox designed an Account-Based Marketing Lead Generation & Appointment Setting campaign which consisted of:

  • Account-Based Multi-Channel Lead Management via Voice, Email, Chat, Web and Social Media
  • Sales Enablement & Support with Training, Setup and Back Office Sales Support
  • Tools & Subscriptions to Callbox Pipeline and HubSpot CRMs
  • Account Management with Strategy Building, Reporting and Product Knowledge

THE GOALS

  • The Callbox team was to set appointments between the Client’s sales team and qualified prospects
  • Keep the contact list well-profiled 
  • Manage the Client’s social media connections

The campaign involved two key steps:

Account Research and Selection

  1. The Client specified target industries and relevant contacts
  2. Callbox worked out the Client’s ideal customer profile (ICP) which served as a basis for identifying qualified accounts
  3. Callbox then compiled a list of potential contacts to target, which was reviewed and approved by the Client

Account and Prospect Profiling

  1. The Client provided buyer persona profiles of the prospects that they want the outbound campaign to engage. The profiles consisted of detailed demographic and firmographic segmentations
  2. The buyer personas designated as the campaign’s primary targets were CIO, IT Director, IT Manager, CFO, CEO, Purchasing Officer
  3. The master contact list was segmented based on these two personas, and was further grouped according to industry type

Results

Overall, the twenty four-month Appointment Setting campaign produced a total of 415 Sales Qualified Leads, 112 Marketing Qualified Leads and 167 Requests for Information.

Software Development Firm Bagged 100+ Leads with Callbox ABM

The Client

The Client is a software development and consulting firm, providing improvement, business integration, and business intelligence to a variety of industries, local governments, non-profit organizations, and startups.

Lines of Business
Customer Software Development, Business Technology Assessments, Software Requirements Engineering, Staffing Augmentation, Extending Software Life, Mobile Workforce Solutions, Document & Content Management, Project Outsourcing, Data Management Solutions

The Challenge

The Client has been providing business intelligence and integration solutions for nearly two decades. Their expertise on mobile application, web development, custom system to accommodate startup ideas, and consulting advice on upgrades for existing or outdated software enabled them to build a roster of happy clients and a large library of success stories overtime.

The Client believes in the constant improvement and integration of methods to meet the specific needs of their customers which includes both internal innovations and external alliances with other industry experts, and outsourcing sales and marketing methods.

Example scenarios are the innovation in the BI landscape and the uptick in cloud-based BI which affected the buyers’ purchase behavior.

The Client found these changes quite challenging as they needed to run internal system upgrades before they can roll out the same for their customers, and needed to outsource lead generation strategy to help them engage both current and future clients.

The Callbox Solution

Callbox designed an Account-Based Marketing Lead Generation and Appointment Setting campaign for the Client which consisted of:

  • Account-Based Multi-Channel Lead Management which included Voice, Email, Web, Chat, Social Media and Webinar
  • Sales Enablement & Support that includes Team Training, Account Setup, and Back Office Sales Support
  • Tools Utilization & Subscriptions to Callbox Pipeline and HubSpot CRM
  • Account Management with Strategy Building, Reporting, and Product Knowledge

Below is the two-step campaign process:

Account Research and Selection

  1. The Client specified their target industries, location, and relevant contacts.
  2. Callbox refined the Client’s ideal customer profile (ICP) which served as a basis for identifying qualified accounts.
  3. Callbox came up with a list of potential contacts to target, which was reviewed and approved by the Client.

Account and Prospect Profiling

  1. The Client provided decision maker profiles of the prospects that they want the outbound campaign to target. The profiles consisted of detailed demographic and firmographic segmentations.
  2. Relevant contacts that were identified as the campaign’s primary targets were CIO, IT Manager, Senior Development Manager, PIC of Software Development.
  3. The master contact list was segmented based on these personas, and was further grouped according to industry type.

Results

Overall, the nine-month campaign delivered a total of 111 Sales Qualified Leads, 1,939 MQLs and 219 Social Media Connections.

Cost Reduction Consulting Firm Grows Potential Sales with 270+ New Business Leads

The Client

The Client is an independent cost reduction consulting firm with offices all over the US and Canada. They help businesses reduce essential service expenses on telecom, merchant services, and shipping by twenty-seven to twenty-eight percent, and have delivered more than three hundred million dollars in documented savings to their clients.

The Challenge

The dawn of automation in computers and mobile devices brought a drastic change in the Client’s performance and ROI metrics. As people start to learn to maximize the internet’s capabilities like remote management and tracking usage, the consulting expert found themselves dragging, having not enough data resources and tools to use to help them implement innovative ideas to attract new customers and keep the old ones.To keep up, the Client looked for options, tools, and services that could help them cut the rope. With a colleague’s advice, they considered outsourcing their marketing efforts, with Callbox. The Client’s thrust was to increase their customer base in order to achieve its goal of opening more operation sites in target states in the US and provinces in Canada.

The Callbox Solution

Callbox designed an Appointment Setting campaign which the Client approved and initially signed up for three months, and eventually progressed to five more contracts thereafter.

The goal was for the Callbox team to set appointments between the Client’s specialists based in their US and Canada offices and prospects who have a need for their consulting services.

Account Research and Selection

  1. The Client specified their target industries and decision makers.
  2. Callbox filtered the Client’s target decision makers which served as a basis for identifying qualified accounts.
  3. Callbox then compiled a list of potential contacts to target, which was reviewed and approved by the Client.

Account and Prospect Profiling

  1. The Client provided buyer persona profiles of the prospects that they want the outbound campaign to engage.
  2. The profiles consisted of detailed demographic and firmographic segmentations.
  3. Callbox qualified prospects that had a current need of any of the Client’s service

Results

Overall, the eighteen-month Appointment Setting campaign delivered 270 appointments (sales-qualified leads) in total, 135 leads completed (highly convertible leads that require further nurturing), and 90 requested for more information (qualified prospects who need more time to review).

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

The Client

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

The Challenge

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

The Client has an internal sales team, in charge of finding, reaching and converting potential clients. They have tried various methods and strategies in the hopes to generate more leads, but to no avail, and as an effect, closed deals have been a prevalent struggle for them. They searched for a third-party provider that can help them expand their reach to other viable markets and secure sales meetings with the right people across these accounts..

The Callbox team implemented a 12-month account-based appointment setting strategy to help the Client expand its reach to other viable markets and secure sales meetings with the right people across these accounts.

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

The Solution

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

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

Account Research and Selection

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

Account and Prospect Profiling

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

Appointment Setting Channels

  1. Active voice calls have been done by our team to reach out new as well as existing prospects, encouraging and following up with their teams, including decision-makers.
  2. Our team has also maximized the use of email to reach prospects.
  3. Social media touchpoints have been used to its fullest potential.

Results

This appointment setting campaign was completed within twelve months.

In total, the campaign was able to set 159 Appointments with sales-ready leads for the Client. This figure almost doubles what the Client’s own team was able to produce on a normal basis. Additionally, the campaign has also generated a total of 444 Potential Leads, 2,370 Completed Profiles and 519 Social Media Connections.

ABM-Focused Campaigns Double Sales Opportunities for Managed Cloud Firm

The Client

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

The Challenge

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

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

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

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

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

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

The Goals

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

The Callbox Solution

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

Since the Client wanted to target the two sub-segments under their Tier 2 account category, Callbox designed an Account-based Marketing Lead Generation & Appointment Setting campaign which consisted of:

  • Multi-Channel Lead Management which utilized Voice, Email, Web, Chat, Webinar, and Social Media
  • Sales Enablement & Support that covered Team Training, Account Setup, and Back Office Sales Support
  • Tools & Subscriptions to Callbox Pipeline and HubSpot CRM
  • Account Management with Strategy Building, Reporting and Product Knowledge

Account Research and Selection

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

Account and Prospect Profiling

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

Multi-touch, Multi-channel Outreach

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

Results

The Account-based Marketing Lead Generation & Appointment Setting campaign showed very effective use of outreach channels and touches, and delivered 144 Marketing Qualified Leads, 185 Requested for Information, 114 Follow-ups, 143 for Callback, 551 Social Media Connections.

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