The Client is a global print materials manufacturer leader and has been providing their customers with a complete range of systems and accessories for office and individual print presentation needs for more than 30 years.
Integrity, fairness, loyalty, accountability and respect are the values they live in their commitment to being constantly recognized as a world leader in print solutions.
Campaign Target Criteria
Industries: Financial (Accounting, Capital/Asset Management, Financial Advisors), Insurance, Schools (Primary, Secondary and Technical Schools) and Real Estate Firms
Marketing Manager, Business Manager, Purchasing Manager
The Client’s history narrates back to 1939 when they started as a niche printing enterprise in Georgia, USA. The business grew and progressed through a carousel of business activities around the globe for the succeeding years: asset acquisitions, manufacturing and development of new products and opening of new sites for offices and warehouses.
In 2005, merger deals, sites expansion and newly manufactured printing products and solutions happened one after another, year after year. The rapid business growth apparently demanded for more tasks to be done, as well as utilization of advanced technology that would expedite operational processes in order to cater to bigger demands of the now extensive customer base.
In 2013, the print materials manufacturer leader came to realize that the new range of printing products and solutions now have advanced features and benefits that required holistic messaging to position to target customers, and that this new messaging would best be delivered with some marketing help from an expert lead generation provider. They were clear on the two things they needed assistance with: the management of their huge database and the setting of appointments for them.
The Callbox Solution
Callbox provides holistic campaign management to its clients and that includes providing them the most accurate and well-managed database. Regardless of who owns the contact list, Callbox obliges itself to cleanse and profile the list before, during and until the campaign ends.
Callbox’s Multi-Channel Lead Generation services did not only make it possible for the Client to manage their huge database but at the same time get their message to the right decision maker at the proper time.
The appointment setting campaign criteria included the following:
The Callbox team delivered an average of 5 appointments per day for two campaign periods, exceeding the Client’s target of 2 to 3 per day, and even closed deals with two large businesses.
Even before the campaign, the Client expressed confidence and trust in Callbox as they employed 6 appointment setters for the initial campaign period and added 4 more upon renewal. For the Callbox team, they just did what they had to do to assist the Client: manage the database and set appointments, but for the Client, outstanding:
“I didn’t get the chance while we were on the phone but I wanted to take a moment to make it clear that you and your team do an OUTSTANDING job for us and I am very happy and excited about their performance. Their sales exceed all other agents combined. Please encourage them to keep up the good work and remain motivated. I hope to visit you guys in 2017.”
“I just wanted to touch base with you guys this morning. I want you to know that you did an excellent!! job on yesterday. (closed deal company) keep it going. KEEP PUSHING!
Management was very happy to see the way you guys stepped up production yesterday and they want it to continue as well as increase.”
“Excellent job on (closed deal company). Let’s keep the numbers coming!”
The campaign has been running for more than three years now.
Industry: Vibration Testing
The vibration and shock testing industry will not be as strong and reliable as it is now without this one company’s 50-year existence that continuously provides advanced vibration and shock system technologies to the market.
This leading vibration test equipment provider is composed of a team of engineers with vast exposure and professional experience who pride themselves in having been recognized as a major force in the industry and currently, globally servicing 30 countries with a broad range of vibration solutions and equipment.
Profiling and Appointment Setting Program
Campaign Target Criteria
Industry: Manufacturing, Engineering, Construction and Oil & Gas
The Client is driven by a goal to provide affordable and timely professional service thus giving them all the rights to confidently claim success for 50 long years.
However, the need to innovate and expand grew as competitors aggressed with new and different products and services that quickly mushroomed in the market. The Client, in order to not just keep up but to get ahead of the competition, carefully studied the competition and came up with strategic steps designed to address their concern:
With no amount of fickleness, the Client decided to outsource their marketing efforts but was quite skeptical on who would be the right lead generation provider who could design the best solution. There were three providers on the list but the Client chose Callbox.
The Callbox Solution
Callbox tailored a Multi-Channel Marketing solution according to the Client’s requirements which started with:
With the use of the Pipeline Lead Nurture Tool, the Callbox team sent test mail to all contacts in order to test activeness. Inactive contacts were immediately replaced, scrubbing off DNE and DNCs and revalidating bounced emails, while active ones were promptly called to be profiled by updating the contact details: contact name, business address, phone numbers and emails. This list management activity was done all throughout the campaign period.
Once the target decision maker is profiled and agreed to opt-in for information, the agent sends out an initial copy of the Client’s brochure which contains CTAs like query box, website link and downloadable forms and product-specific brochures.
Callbox targets a one-call-resolution at every call made, so after the target confirms receipt of the information on his email, the agent proposes an appointment for him and the Client’s consultant, otherwise the call will be disposed as a follow-up for a couple of days (or at the prospect’s preferred schedule to be followed-up).
The appointment setting part contained two (2) sets of probing questions needed to be answered by prospects in order for the Client to uncover important information that will further profile the target business as to which product or service would address their needs:
The campaign returned the following results:
The profiled contacts, appointments sets and leads completed apparently showed that the Client made the right decision to conceive and implement a much aggressive marketing strategy that resolved their business challenges and achieved the following successes: accurately profiled contact information of the target decision maker who were the best recipients of the offer letters and specific products like Conditioning Monitoring Systems and Test & Measurement / Engineering Services were fully and clearly introduced and promoted to target prospects.
Now, the vibration test equipment leader isn’t only fully equipped to innovate and expand its products and services but is more than ready to overcome any challenge that may come its way.
Location: United Kingdom
Headquarters: United Kingdom
The Client is a group of Business Intelligence, Data Warehousing and Data Integration experts, providing consulting and implementation solutions to numerous enterprise clients in the areas of Data Architecture, Data Modelling and ETL. They also provide consulting services relating to Reporting, Development, Modularized Solutions and Change Management.
Campaign Target Criteria
Location: USA, Europe, Middle East
Industry: Companies Using Informatica, Datastage, ODI
The Client required a software license to complete product development, Their product, being a tool developed for Informatica PowerCenter, required the Client to team up with informatica users to obtain substantial information about the facets of the product’s development and come up with best practices.
The challenge was to “gain stronger and larger presence in the global market”. In order to achieve this, the Client needed access to Informatica users to help earn credibility and to increase trials for the software.
The Callbox Solution
Callbox’s Multi-Touch, Multi-Channel Lead Generation Program was all set to drive success for the Client. At the initial campaign term and even in succeeding terms, Callbox rolled out a Customer Profiling program to make the most out of the Appointment Setting campaign.
Initial email copies were sent to email addresses via the Pipeline Lead Nurture Tool
to validate the activeness of the contacts. The said email copies contained CTAs like links to the Client’s website, query boxes and downloadable questionnaires. All actions taken by prospects and email replies were tracked in real time.
Replies and actions were monitored by the Callbox team and were set as follow-ups. in order to appropriately profile the contacts, the agent first verified information details followed by the required probing questions that focused on companies who are current Informatica Users for their code review tool and later on expanded to companies who also use ODI (Oracle Data Integrator) and IBM Data Stage code review tool.
The feedback from these users were properly noted and to in order to help the users carry out the best of the tools, the agent set for them appointments with the Client’s demo specialists to discuss with them some how to’s and DIY’s.
The initial term generated 35 appointments for web demo, the second term brought in 29 appointments and the third term rolled out 31 appointments, a total of 95 web demos.
Callbox bridged communication between the Client and its target market. The information that were dished out of the current Informatica users were substantial to the improvement of the tool and has earned them a higher credibility from their customers. On top of that, the three term-campaign that Callbox initially ran for them has allowed them to establish a larger and stronger presence in the global market.
As of the writing of this case study, the Client is still engaged with Callbox for yet another campaign term.
Location: United Kingdom
Headquarters: United Kingdom
The Client is a 50-year old market leader that provides high technology tools and systems like desktop, portable, handheld XRF and OES materials identification and analysis systems, as well as coating thickness measurement and gauging instrumentation to industrial customers with diverse needs. They design and manufacture equipment that can fabricate, analyze and manipulate matter at the atomic and molecular levels.
Campaign Target Criteria
Location: Malaysia, Thailand, Vietnam and Korea
Industry: Steel Manufacturing, Foundries, Automotive Manufacturers
Decision Maker: Quality Manager
The Client, although prided with the value proposition of providing A1 screening tools for fast and accurate analysis of the widest variety of materials, truthfully admitted that coping with global competitions would be difficult to achieve without a partnership with some significant sectors like sales and marketing. Their products’ key benefits (point and shoot, verification in seconds, rapid, reliable and rugged, non-destructive testing and no sample preparation, easy to carry) were first-rate features that set them apart from competitors but were hardly positioned to their target customers’ attention due to some deferring areas in the business process that withheld progress and expansion goals:
The Callbox Solution
As an industry expert on providing sales and marketing solutions to a global market, Callbox, upon its initial discussion with the Client deemed the course unique and framed a fitting solution for the aforementioned concerns.
The Client saw their database as obsolete as the last update was done over 3 years ago, but Callbox’s customer profiling service recreated the list as new.
The Callbox team first sent out initial emails to the current list to see which contacts were still active by tracking replies and actions like website visits, clicked links and downloads. Those emails contained a one-page informational content which included CTAs like links to landing pages about specific subjects the target would be interested to see, website links, Q&A boxes and downloadable collaterals. Inactive contacts were scrubbed off to leave room for newly acquired ones.
Active contacts in the old list and the newly acquired database which was provided by the Callbox team, were then called by the agent to verify all pertinent information like contact name, business name, business address, active phone numbers, email addresses, social media accounts and industry focus.
Both lists were then deduplicated to ensure calling time and effort were maximized throughout the duration of the campaign.
The final action in the lead generation program was appointment setting. The Callbox team meticulously drafted a script for the campaign which would uncover the target’s concerns at base level. Only three key probing questions were asked of the target but were surefire to uncover the prospect’s pain points. This opened an avenue for the Client to speak with their target prospects how their products and services would benefit their business.
The combined lists from the Client and Callbox totaled to 4,894 profiled and updated records. The three-point probing approach unleashed significant answers from the prospects which were instrumental to the Client in tailor-fitting solutions for them.
Out of the 4,894 records, the Callbox team generated 93 appointments and 51 warm follow ups, and before the three-month campaign ended, the Client was already preparing proposals for three large companies.
The technology leader concluded that indeed, with Callbox’s Appointment Setting program, business advancement and expansion were imminent.
Industry: Ecommerce Consulting
Location: Dover, PA
Headquarters: Dover, PA
The Client is a seasoned technology services provider and prides itself with a 17-year experience in e-retail services and 16 years of providing non-stop technology consulting solutions. The extensive technology background of their consultants in customizing top solutions for their clients needs enables them to widely cater to different industry types and sizes.
Campaign Type: Appointment Setting
Campaign Target Criteria
Industry: Retail, Manufacturing
Decision Makers: E- Commerce/Marketing/Advertising Director
As a technology consulting solutions expert, the Client provides a variety of services like catalog management, e-retail design and development, storefront software support, ROI optimization, Google utilization, order and inventory management, SEO, integration, product data feeds, product data cleansing, email marketing and the full service package from evaluation to analysis to tailor the best fitting solution.
The extensive solutions they provide have brought in long-term clients and have resulted to high ROI for the business. However, recent years have seen meager production of new business deals due to some challenges that were caused by the following:
The Client opened themselves to options that could possibly address these issues and outsourcing to a lead generation provider came up as the top and most preferred over others like buying/renting lists and adding in-house staff to multiply the job.
The Callbox Solution
Callbox and the Client possess a similar characteristic in terms of prospecting and handling customers – everything goes through evaluation and analysis before customizing the best-fit solution.
To ensure data accuracy, the Callbox team profiled the database. The contact details like email addresses, phone numbers, company name and address, SIC codes and social media accounts were updated.
You might wonder why the Client still employed Callbox’s email marketing service when they had an in-house process. Well, that’s because they found Callbox’s email marketing tactic much advanced and competitive compared to theirs. Callbox utilized its Pipeline Lead Nurture Tool to send out the catalogs to prospects. Replies and actions were tracked in real time – website visits, clicked links like the Q&A and download of the query forms.
Call to Follow Up
Replies and actions tracked were set as priority for the agent to call in order to probe further on the prospect’s concerns and set appointments for them with the Client’s sales consultants. Note that the consultants already have the knowledge about the prospect’s concerns prior to the appointment as all actions and queries – made via web, phone or email – were shared with them by the Callbox team.
To ensure that a solid appointment is set between the prospect and the Client’s consultant, the agent sent out a follow-up email to the prospect stating acknowledgement of the recent follow-up call and confirmation of the appointment. Along with the email, a calendar event is set copying both the prospect and the consultant to avoid missed appointments.
The email marketing campaign yielded a total of 720 replies out of the 4500 sent, a 50% increase from the previous average percentage from the Client’s in-house email marketing process.
Out of the 720 replies (website visits, clicked links, downloaded forms), 6% or 44 solid appointments were delivered while the remaining 676 were warm follow-ups that were worth nurturing.
Of the 44 leads, the Client was able to close 5 deals and is looking into 3 more closes before the year ends, pegging the close ratio for Callbox leads at an impressive 18%. The total of 8 closes would result to additional revenue for the Client upwards of $250,000.
Callbox Solves Software Company’s Marketing Conundrum
Product/Service: Platform as a Service (PaaS) Cloud-Based Applications
Campaign Type: Lead Generation/Appointment Setting
The Client is known in the cloud-based communications and security software industry in the continental US. It plans to increase its market share by targeting all industries, offering high-availability global communications, collaboration, secured services, and advanced analytics. It asked the help of Callbox in finding interested companies to engage with their services for the long term.
Find out how Callbox took full advantage of its multi channel marketing program to produce positive results for the The Client and win for itself a new contract.
Industry: Business Management
Campaign Target Criteria
Location: Entire US
Industries: B2B Trading with AR US$100M to 2B
Decision makers: COO, CFO, CIO, IT/Technology Director, Head of Purchasing, Head of Customer Service
The Client is a leading provider of Cloud Integration and Supply Chain Integration Solutions. The services they provide help businesses simplify integration, automate processes and improve collaboration and visibility to global trading partners.
Originally founded in 2005 as a B2B-focused consulting firm, they later evolved, acquired and developed key technologies to address the growing needs of collaboration in businesses worldwide.
Despite working with some providers whom the Client relied on in getting new business, finding interested companies to engage with their services for the long term was a challenge. The Client figured out that the issue was rooted in two causes:
With the hope to find key solutions to the problem, the Client searched for another marketing provider – a lead generation/appointment setting company who can provide them with a list of accurate contacts and quality appointments with interested prospects who have the need for cloud integration and supply chain solution services, and who would most likely keep a long-term engagement with them.
Past experiences with providers who delivered less qualified appointments have made the Client become quite skeptical about what Callbox’s multi-channel marketing campaign program can do to better their current business status. For them, the first 3-month campaign term they signed up was a “test”, but for Callbox, as always, it was a “commitment”.
In order to address the Client’s challenges on contact accuracy and quality of appointments, the team carried out their best effort to profile and update each contact information with each call, and took the opportunity to ask decision makers appropriate probing questions to uncover business needs. These were significant factors in generating high converting appointments.
To make these processes continuously run throughout the whole campaign period, the Callbox team employed the Callbox Pipeline Lead Nurture Tool which efficiently automated tasks that streamlined the workflow:
The Callbox Pipeline Lead Nurture Tool was vital in keeping the calling list accurate throughout the whole campaign duration, and broadened the chance for the caller to reach the right prospects at the right time, when they are most available to talk, thus resulting to a very impressive turnover at each end term:
1st term (3 months) – 49 appointments (4 seats)
2nd term (5 months) – 94 appointments (4seats)
3rd term (3 months) – 197 appointments
4th term (3months) – 360 appointments
“Another good one, good fit. Keep em coming. A little small, but they have the need for sure.”
“I’m happy with the leads for these past couple of days. Just had a call with (company) earlier and it was a very good call. Good job!”
“Another good call. Sending an initial proposal over now”
“There was a great improvement on the quality of the leads for the past couple of months.”
With Callbox’s skillful profiling methods, the Client now keeps a well-profiled list of contacts – customers who fully require collaborative commerce solutions; and through intensive probing, the team was able to uncover business needs. This has helped the Client tailor the best solutions for customers and get them to sign up for longer term contracts.
The Callbox multi-channel marketing campaign delivered a total of 700 appointments over a period of 14 months. Approximately 25% or 175 of these leads agreed to receive proposals and with a close ratio of 12%, the Client stands to gain a total of $1.3M worth of incremental revenue from Callbox-generated leads.
Currently, they are actively nurturing over 150 leads, and anticipating further success in the coming year.
The Client greatly acknowledges Callbox’s best efforts to unleash their business potentials and achieve their goals.
“It has allowed us to focus on what we do best instead of cold calling or generating lists. Callbox is very efficient in these areas and has economies of scale that we simply cannot produce on our own.”
A well-profiled contact list, high converting qualified appointments, upscaled sales revenue and long-term business engagements – all these have reversed the Client’s skeptical view on Callbox’s Multi-Channel Marketing Program from a mere “test” into a “trustful” business partnership.
Callbox’s Multi-Channel Marketing Program and Marketing Automation Platform: Partnering for 33% Sales Increase in Sydney IP Services
Product/Service: Internet Protocol Services
Campaign Type: Appointment Setting
An Australian-owned cloud, data center and connectivity provider operating in five of the Commonwealth’s six states has been facing an uphill battle acquiring new customers, especially its Sydney operations. To make things worse, its in-house sales and marketing departments were not equipped with the best tactics and tools to improve their bottom line. Soon, it came to Callbox for effective marketing solutions.
Dying to know how Callbox managed to leave the client in awe, and consequently earned a referral? Read on.
Callbox: Clear Connection to Leads for Managed Telco
Product/Service: Telecommunications Technology Provider
Campaign Type: Lead Generation
A major player in the telecommunications industry in Singapore, with clients from almost all sectors, wants to keep abreast and take advantage of internet protocol telephony technology to increase its client base without putting a dent on capital expenditure. Challenged by pressure to improve both ROI and customer acquisition, the client turned to Callbox.
Callbox knew exactly what to do: Use its proven lead nurture tool to complement its efficient multi channel lead generation program to reach more prospects, generate more leads, and improve the client’s revenue.
It’s not a question whether the campaign was successful. It’s HOW successful the campaign was. How did Callbox do it? Find out here.
Industry: File Transfer Appliance
A group of file transfer software experts from Germany founded this File Transfer Appliance Company in 1996 which later spanned to France and Singapore in 2007.
The company stands on a mission to offer the latest Hardware Technologies coupled with the leading Software Solutions as “Plug-and-Play” appliances designed for security problems and compliance tasks.
Location: Singapore & Malaysia
Industries: Oil & Gas, Architecture firms, Precision Engineering firms, Property Developers, Advertising Media or Graphic Design Houses, Large Manufacturing companies, Government-linked companies, Lawyers, Health, Pharmaceutical companies, and Building and Construction.
Annual Turnover: More than SG$ 2 Million
Employee Size: More than 20
Target Contacts: Directors, Business Owners, IT Managers, Person in Charge of IT
The target criteria have remained the same since the campaign started running until the last month.
Campaign Type : Lead Generation
The campaign’s initial run in April 2011 mainly focused on the Singapore market. The client preferred to cater to companies that send out big files. These are companies that have worldwide presence and do site-to-site file sending, or those that require file-sharing with their resellers or customers.
The initial campaign production delivered 19 leads. Such number was instrumental to the client’s positive decision to renew for another campaign that was even more impressive with 34 leads. Since then, the team continuously worked on for the lead generation campaign. The number of leads fluctuated but nevertheless quality was maintained at its best. The following campaign period brought in 28 leads with positive contacts at 63%, the next with 26 leads at 50% positive contacts, followed by another month with 35 leads at 71% positive contacts, and proceeded to another renewal month with 14 leads at 71% positive contacts and the last month with 23 leads at 76% positive contacts.
As the Singapore database was close to being exhausted, Callbox proposed to the client to divert its focus to other countries. In 2012, Malaysia came into the picture and kicked off with 30 leads in the 1st run, and went on alternately running MY and SG markets for the rest of the campaign period, with 18-20 leads per month, renewing contract after contract of 3 or 6 months, until the final leg in May 2015.
Quality vs. Quantity
The campaign required the Callbox team more effort compared with the other campaigns. The leads that were passed were strictly qualified based on the set criteria, which were subjected to the client’s scrutiny and approval.
The 4-year run made the most of its target database of contacts. Towards the end of the last 2 months of the campaign, both the Malaysia and Singapore databases went all in, as both target markets have been saturated, yet the campaign was still able to produce 18 leads at the least.
What A Difference It Has Made
This is one of the most successful and longest running campaigns in Callbox. But how was this huge success achieved?
The client truthfully engaged himself with the campaign by sharing full product knowledge with the team by conducting a thorough training on the product specifications, features and usage benefits.
The Callbox team had a first-hand experience of the product as they were able to practically navigate its interface which helped the calling agent efficiently position the offer to the prospects. These best practices also made the leaders effectively coach the caller on the challenges encountered in the calls, making them able to easily address issues that arise from day to day calling.
All available resources in Callbox were utilized.
Calling, sending of emails and other marketing resources like the social media were substantial to the exceptional results of the campaign.
Definitely, this campaign has made history with Callbox.
Callbox Multi-touch Multi-Channel Approach:
Turning Targets to Sales-Ready Leads With a 50% Shorter Lead Nurturing Cycle
A Callbox Multi-touch Multi-channel Campaign is essentially a Comprehensive Marketing Funnel designed to unearth opportunities from an initial list of prospects compiled from basic target demographics, and deliver them to a client as qualified, pitch-ready, warmed-up sales leads.
The Callbox method combines the efficacy of highly-personalized traditional marketing communication with the intelligent efficiency of automation. In our years of experience, we have found that touches via phone and email remain to be most effective at establishing connections in the B2B world. Data from various campaigns also clearly suggests the importance of timing. Our findings on optimizing triggers and actions form the basis of our Callbox Pipeline’s design. In its latest incarnation, the Callbox Pipeline provides clients with a flexible, user-friendly platform for Lead Nurturing.
This case study traces the success of a B2B client from effective utilization of Callbox’s Lead Generation and Lead Nurturing technology.
The client was the North America marketing manager for a software company specializing in SAP enterprise software solutions and business intelligence. The company is also an SAP consultancy with expertise in areas of SAP Implementation, Process Upgrade and Data Management. The company has roots in Canada and wanted to expand into the US market.
The client was introduced to Callbox by an IT solutions business through the Callbox Referral Program. The California-based referrer company has been running a campaign targeting businesses nationwide with Callbox since January 2015.
The client had worked with two other vendors for telemarketing services and three email service providers in the past. While these vendors were able to deliver basic calling and mass email services, the client needed a more efficient and comprehensive solution that could work seamlessly across both channels. Working with separate vendors for each channel left the client’s sales team the burden of coordinating campaign activities on different platforms, setting up each component of the campaigns themselves and much time spent on prequalification of leads generated.
Callbox’s proposal for full service multi-touch multi-channel lead generation was found to be a more costefficient and all-inclusive alternative compared to contracting separate marketing services independently. The promise of a campaign greater than the sum of its parts and time savings on the client’s part allowing them to focus on sales efforts were part of the reasons behind the client’s decision to partner with Callbox.
The Target Market
The company wished to increase its market presence in California, New York and Texas. While the company has had customers from a wide range of industries, the client wanted to focus the campaign on the Manufacturing sector.
Companies with annual sales of $1M to $500M and with 10 to 2000 employees were included in the database.
C-Level executives, Directors and Managers in charge of the business’ enterprise software solution were the target decision makers.
Around 1500 records for each of the three states were mined from the Callbox Data Warehouse based on these parameters.
A Callbox appointment is created when a prospect goes through the five stages of the marketing funnel (see Fig. 1). Our Lead Nurturing methods are designed to move as many prospects from one stage to the next, and allowed the client to obtain the most possible number of meetings.
The Callbox Data Warehouse is comprised of over 50 million business records in over 7 countries. With the aid of our Data Specialist and our data mining tools, the client was able to zero in on the portion of this data pool that matched their market criteria.
To begin converting inert contacts into leads, Callbox initiated a Conversation – an exchange over phone or email with a decision maker. Multiple contact attempts and pre-conversations with non-decision makers (gatekeepers, recommenders and evaluators) were often needed in order gather information on and establish contact with a decision maker. In the conversation stage, the decision maker was given a presentation of client’s offer.
Positive responses to a presentation were classified as inquiries. Inquiries often involved an initial request for information (brochure). Some cases required Callbox to make follow up calls and/or emails to confirm interest and check if the lead is ready to move to the next stage.
Whenever a decision maker makes a contact request to get a full presentation and/or formal proposal from the client, the lead is said to have graduated to this stage. In cases when the prospect had an immediate need and very high level of interest, the leads were converted directly into Qualified Leads from the Conversation stage.
In this stage, final preparations were made prior to endorsing the lead to the client. As required by the client’s qualifying criteria, screening questions were asked according to the approved call script. The prospect was also booked for a face-to-face or phone appointment with the client’s representative.
Multi-touch Multi-Channel Approach
Callbox effectively combined six different channels (See Fig. 2) to initiate contact, generate conversations and resp
Email copies were formulated to have attention-grabbing subject lines, brief but precise body text and compelling calls to action in order to generate the most opens and replies. A total of 15,000 initial and follow-up emails were sent via Callbox’s email system — fully equipped with open and click tracking, and KPI reporting. The campaign’s Lead Nurturing schemes relied mostly on Callbox Pipeline’s programmable email marketing triggers.
Outbound calls facilitated by Callbox’s Dialer System ensured that more than 200 live calls were made 8 hours a day, 5 days a week. Callbox Pipeline also allowed the calling agent to efficiently leave pre-recorded voicemail messages.
A landing page was created to complement the campaign’s outbound efforts via email and calling. Designed with professional and marketing aesthetics in mind, it featured the client’s brand and highlighted the main features of the client’s software. The landing page was also equipped with a web form to allow prospects to send in a contact request.
Callbox Pipeline’s integrated Linkedin features allowed the Callbox team to find matching Linkedin profiles for each prospect in the contact list. Linkedin connection requests were sent to as many contacts as possible with an accompanying introduction text. Client also opted to have Callbox send out messages to all connections made as another possible avenue to generate leads.
Postal Mail and SMS
The client was one of the first to take advantage of Callbox’s supplementary snail mail and SMS capabilities. For this campaign, these channels were used to deliver promotional postcards to the prospects’ business address and send out mobile appointment reminders.
Nurturing Leads The Callbox Way
Lead Nurturing was the key to this campaign’s efficiency and success. The client was able to take full advantage of the Callbox Pipeline’s dragand-drop Lead Nurturing suite and the Callbox team’s knowledge of multi-channel lead generation best practices
Callbox Pipeline’s tools for Lead Nurturing allowed the Callbox team to maximize the campaign hours and reserve manual effort for more critical tasks (eg. presenting to decision makers, customized email response handling) and left most of the repetitive and time-sensitive legwork to automation.
I. Online lead Nurturing Scheme
An Introduction email was sent out to all email contacts in the prospect’s list (See Fig. 3). Three follow up emails spaced five days apart were programmed to be sent out to contacts who had no opens recorded, allowing multiple opportunities to convert contacts into opens.
Emails were mostly set to send out between 8:00AM to 10:00AM local time, as these were determined to be the optimal hours for email blasts based on Callbox analytics. Latter follow-up copies were set to send out at 4:00PM- 6:00PM to increase the chances of generating opens if the first attempts were unsuccessful.
Contacts who opened the email and visited the landing page were added to a Priority Call List for further nurturing by phone.
Email responses and inquiries from the landing page are logged into the Callbox Pipeline and inquiries not converted into booked appointments after three days were lined up for a round of follow-up emails.
By the end of the Online Lead Nurturing Cycle, all contacts with no opens recorded were also collected into another Call List, to which the Call Lead Nurturing Scheme was applied.
Appendix A – Online Lead Nurturing Scheme
Prospects were led to the landing page primarily via email sendouts. Each contact request sent in by a prospect was received by the Callbox team as an email notification and treated as in inquiry.
II. Call Lead Nurturing Scheme
Automated actions under the Call Lead Nurturing Scheme (See Fig. 4) were determined by the Call Result Tag applied to the contact after each call attempt. Callbox Pipeline was programmed to send out different email copies if the call resulted in (a) no contact with a decision maker, (b) a decision maker requesting for a follow up or a (c) non-interested decision maker. Email brochures and meeting reminders were sent out automatically to all booked appointments.
Appendix B – Call Lead Nurturing Scheme
Production and other KPIs
By the end of the campaign term, the client was averaging 12 face to face meetings and 23 phone appointments per week. The client’s sales team was able to move 82% of all appointments into proposal stage and garnered 2 closed deals within the first two weeks, generating a three-fold return from their initial investment in the Callbox campaign.
Of the 15,719 emails delivered, 2247 opens (14.3%) and 193 click-throughs (1.2%) were recorded. 218 inquiries were generated out of 943 total replies received. Email marketing contributed to roughly 38% of all appointments generated while meetings from contact form inquiries comprised another 9%.
Out of the 9046 records comprising the initial campaign list, 7870 records (87%) were fully profiled, complete with verified names, job titles and email addresses.
“Both my marketing team and sales team are very happy. Marketing sits back and only has to monitor because they have done their job on the setup and almost everything is automated; while my salesforce are very busy fulfilling booked appointments.” says the Client’s CEO
Below is the number of Targets on each stage of the Marketing Funnel after only 12 weeks in the Callbox Multi-touch Multi-channel Lead Nurturing Campaign.
With the Client’s previous telemarketing and email marketing service providers, the Client was able to convert 2% of raw targets into booked appointments only after running the campaigns for about 6.5 months or 26 weeks. Callbox cut this time into half, and significantly moved more targets into the later stages of the marketing cycle. This was enough to convince the Client to expand the number of campaigns they are running with Callbox.
Marketing Funnel Conversion Summary
Company Size: 1001-5000 employees
The Client is a world-renowned manufacturer of coding, printing and laser marking products, fluids, and accessories for the product identification industry. Their company has over 325,000 units installed worldwide, serving 135 countries, and is widely considered as the leading expert in continuous ink jet (CIJ), laser marking, thermal ink jet (TIJ), thermal-transfer overprinting (TTO), case coding and labeling, and wide array printing.
The following are the campaigns in which the Client has employed the services of Callbox, in chronological order:
The Client wanted to cleanse their Asia Pacific list containing more than 10,000 contacts, most of which are obsolete and inaccurate. The campaign was to zero-in on the manufacturing industry, using Customer Profiling for basic information such as name, job title, company, address, phone and email. This also includes segmenting the list according to each contact’s location in the Asia Pacific region.
On top of the customary Customer Profiling task, the Client also instructed the Callbox team to gather additional information during their conversation with the prospects such as:
Methods and Results
Callbox standards dictate a thorough and meticulous process of delivering output to its clients. For this particular campaign, the courses of action that took place were as follows:
The Client was pleased with the efficiency and success by which the Customer Profiling process was carried out. Callbox delivered 10,000 clean and working records within the set period, with only minimal returned data for re-verification.
As a result, the Client recommended Callbox to their Global Visibility Manager, which in turn partnered with Callbox for their succeeding campaigns.
Fresh from the success of the previous campaign, the Client penned a deal with Callbox for another Customer Profiling engagement. This time, the campaign was focused on cleansing prospect contact lists from India and Korea.
The goal was for one full-time agent to produce 700 profiled records, each for both target locations. The target industry was still manufacturing, and data profilers were still required to ask prospects regarding the number of production lines and the manner by which they code their products.
Furthermore, at the request of the Client, callers were to determine whether prospects prefer to be contacted via their mobile phones or their landlines. This data is crucial for the Client in deciding whether they need to allot more focus on contacting prospects via mobile phones, in which case would entail more cost on their end.
Methods and Results
The flow was pretty much the same as the original campaign, except that the Client only required one calling agent for India and another one for Korea.
Callbox sailed through the campaign with flying colors, delivering 700 clean records for both target locations within a month, despite the uniqueness of the campaign and some initial hurdles.
Additionally, Callbox was able to provide useful insight to the Client in terms of the divide between contacting prospects through mobile or landline. Callbox reports showed that prospects were more comfortable in providing their landline numbers over their mobile numbers. This outcome contradicted the findings of the Client’s internal calling team which supposedly revealed that prospects preferred being reached via mobile.
For the Client’s third partnership with Callbox, the campaign was centered in India alone, and it came with specific parameters to be strictly observed.
The goal was to produce 3,000 profiled records from a 3-seater, 2 month campaign. The Client provided its approved market verticals under the manufacturing industry, as follows: aero/auto, baked goods and cereals, beverage, building materials, cosmetics/personal care, dairy and eggs, extrusion/wire and cable, packaging materials, pharma and medical, and salty snacks.
The campaign was a mix of customer profiling and lead generation, with a list of roughly 3,000 contacts provided by the Client. Callers were instructed to reach out to Production Managers, Maintenance Managers and Purchasing/Procurement Managers. In case these positions are unavailable, they were to look for Operation Managers, Facilities Managers and Finance Managers.
Data profilers were still required to ask prospects regarding the number of production lines and the manner by which they code their products.
Methods and Results
The approach prescribed by the Client required Callbox to basically send out marketing material to the prospects. This objective was to be accomplished in conjunction with the usual Customer Profiling task that was done in the previous campaigns.
Callbox delivered the goods as expected, with the last few weeks spent on formatting the data according to the Client’s preferences. They were also very pleased that a lot of calls resulted to legitimate leads for their business, even though lead generation was not the main priority of the campaign.
The India campaign became much more smooth-sailing because of the prior experience in penetrating the location, as well as the improvement in the communication lines. Also, Callbox’s own updated database of records helped fill in the gaps for incomplete or inaccurate contacts.
Towards the end of the campaign, the Client set up a Customer Profiling campaign that aimed to clean up around 500 test records from the US. Although this US campaign still revolved around the manufacturing industry, the Client was open to explore other verticals aside from the ones previously prescribed.
The campaign was carried out simultaneously with the India campaign that was still in progress. Callbox allotted a few hours a day for its agents to call US contacts. The campaign successfully ended after 5 days, with Callbox delivering 500 profiled contacts as agreed.
Summary: The Callbox Solution
After three successful customer profiling campaigns, Callbox was able to clean the Client’s contact lists, making them more updated and targeted without any obsolete or duplicate entries. This resulted to a shortened sales cycle on the Client’s part, which is expected make a direct impact on their bottom line.
The campaigns also gave them significant money-saving insight into their communication strategy as they were able to establish their prospects’ inclination to being reached via landlines, discarding the need for a costlier alternative in mobile phones.
Throughout the customer profiling run, Callbox was also able to generate several warm leads for the Client’s sales team. At the very least, the callers were able to establish an acquaintance with the prospects, especially those with new job titles and are unfamiliar with the Client’s company.
The Client has retained Callbox’s services for their current campaigns which involve not only Customer Profiling but other services as well. They were very pleased with how Callbox was able to deliver time after time, and they definitely see Callbox as a partner in more projects down the road.