IT Telecom Consultancy Adds Over $1.3M in Sales Pipeline Opportunities
The Client
The Client provides supplier integration, cost management, and strategic sourcing solutions for IT and telecommunications services. Founded in 1997, the Client targets Fortune 500 and other large companies doing business in a number of industries throughout the United States.
The Challenge
Callbox’s account-based appointment setting service was exactly what the Client needed. After a thorough evaluation process, the Client signed up for a six-month contract which was then renewed for another contract, totalling to nine months of campaign activities.
The Callbox Solution
Callbox’s account-based appointment setting service was exactly what the Client needed. After a thorough evaluation process, the Client signed up for a six-month contract which was then renewed for another three-month deal, totalling to nine months of campaign activities.
Callbox customized an Account-based Marketing Lead Generation & Appointment Setting campaign which consisted of the following, which was approved by the Client:
- Account-Based Multi-Channel Lead Management via Voice, Email, Chat, Web, Social Media, and Webinar.
- Sales Enablement & Support which included Product Training, Account Setup, and Back Office Sales Support.
- Tools & Subscriptions to the Callbox Pipeline and HubSpot CRM.
- Account Management with Strategy Building, Regular Reporting and Continuous Product Knowledge.
The Goals
- The Callbox team was to target potential customers in the mining, construction, retail, and wholesale trade industries to expand the account list
- Identify the most relevant decision makers in each target account, which include IT executives and CFOs
- Contact and qualify these decision makers, then book high-interest prospects for a phone or face-to-face sales meeting
Account Research and Selection
- The Client wanted to target businesses with at least 500 employees and annual sales of more than $50 million from mining, construction, retail, and wholesale trade.
- The target account specifications were further refined by analyzing the Client’s top customers and comparing qualities such as technologies in use, geographic focus, and customer base.
- Callbox then prepared the target account list using Callbox’s in-house database and external data sources.
Account and Prospect Profiling
- There were two key buyer personas (decision maker groups) targeted in the campaign: IT executives and CFOs.
- The Client provided further demographic and firmographic qualities for segmenting the contact list.
- Each record was thoroughly verified before being submitted to the Client for approval.
Multi-touch, Multi-channel Outreach
- Each of the two target prospect segments was contacted and qualified using a unique lead nurture path and personalized messaging strategy.
- The lead nurture paths combined phone, email, and LinkedIn channels to maximize engagement and response.
- Each lead nurture path was comprised of multiple touches, which were carried out based on a combination of automated engagement and one-on-one interactions.
Results
The entire ABM Lead Generation & Appointment Setting campaign has completed a total of nine months, and generated 156 Sales Qualified Leads, 227 Marketing Qualified Leads, and 415 Social Media Connections.