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Project Returns for IT Innovator Is A Sure Win with Callbox ABM Campaign

The Client

The Client is known as Innovation Partner with business operations in more than 50 countries and regions, providing premier professional services from consulting, system development to business IT outsourcing.

The Challenge

The Client has just recently closed a partnership deal with SAP, one of the world’s leading providers of travel, expense and invoice management solutions, to expand their offerings and services in the Asia Pacific region. The partnership called for them to support customers, especially those who are considering or are using other SAP Cloud applications, through the complete adoption cycle from accessing the solution fit and benefits through implementation. The Client’s goal was to turn in results from the project within a 3-6 months timeline.

The Callbox Solution

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

  • Account-Based Multi-Channel Lead Management which utilized Voice, Email, Chat, Web, Webinar and Social Media
  • Sales Enablement & Support which 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

The Goals

  • The Callbox team was to generate leads and set appointments for the Client with qualified prospects who have the need for SAP Cloud applications (SAP Concur, SAP S/4 HANA)
  • Keep the database clean and accurate
  • Build more social media connections to create massive awareness about the campaign

The campaign involved two key steps:

Account Research and Selection

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

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, Finance Director, Finance Manager, Financial Controller, HR Director, HR Manager, CIO, IT Director and IT Manager
  3. The master contact list was segmented based on these personas, and was further grouped according to industry type.

Results

The six-month ABM Lead Generation and Appointment Setting campaign delivered 76 Sales Qualified Leads, 290 Marketing Qualified Leads, and 280 Social Media Connections.

With the high converting leads that the Callbox team delivered, the Client was certain that the campaign would turn in positive results within the 3-6 months project time frame.

Callbox Helped IaaS Firm Re engage Old Contacts Convert Into Leads (Case Study)

Callbox Helped IaaS Firm Re-engage Old Contacts and Convert Into Leads

The Client

The Client is a trusted, global AI-powered IaaS (identity as a service) firm, eradicating online identity fraud through end-to-end verification solutions for customers to meet their AML and KYC compliance. They are an awardee of Frost & Sullivan’s North American Entrepreneurial Company for the Biometric Security Solutions Industry.

The Challenge

The Client previously ran a campaign with another provider that generated contacts that were never converted into leads. These were companies they spoke to but were not followed up for more than a year which they want to reach out again. However, the data list needed to be cleansed as contact names and other information may have already been changed. They also wanted to generate fresh leads and social media connections, but they do not have the tools to work out with.

The Callbox Solution

Callbox designed a Multi-touch, Multi-channel Lead Generation and Appointment Setting campaign, utilizing voice, email and social media, which was closed in a two-term contract and brought new business opportunities to the Client.

The Callbox team was to re-engage the Client’s follow-ups and check if they are still open to talking, gauge their interest and need for an online identity verification solution and set appointments with the Client’s consultants.

Below is the three-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. Identified as the campaign’s primary targets: IT Manager, CEO, CTO, Managing Director, CIO, Marketing Director, COO, Technology Risk Manager
  3. The master contact list was segmented based on these targets, and was further grouped according to industry type.

Results

Overall, the six-month Lead Generation and Appointment Setting campaign produced a total of 60 appointments, 222 social media connections, 496 for callback and 48 for follow up.

Callbox’s Call-To-Invite Campaign Delivered ICT Leader From Buyout Concussions (Featured Image)

Callbox’s Call-To-Invite Campaign Delivered ICT Leader From Buyout Concussions

The Client

The Client is a global computer technology pioneer that develops, sells, repairs, and supports computers and related products and services. They empower countries, communities, customers and people everywhere to use technology solutions that help them do and achieve more.

The Challenge

The Client made history and proved its might in the technology sector when it completed a merger valued at approximately $60 billion with one of the biggest data storage companies, in 2015.

Although It was known to be the biggest tech deal ever, several roadblocks halted the deal’s success which affected the business in many different ways. One of those is product redundancy.

The Client’s newly acquired partner hosts several subsidiaries that were meant to augment technology bases and slope up the business but turned out to create a complex battleground, resulting in customer anxiety instead.

In the hope of driving awareness on customers about its new line of combined products and services, the Client decided to host a series of events.

The Callbox Solution

Callbox and the Client methodized a three-month Call-to-Invite campaign.

The goal was for the Callbox team to invite target participants and register to the series of events that the Client will be hosting in different countries and schedules.

The discussions focused on automation and data security.

Account Research and Selection

  1. Callbox helped analyze and refine the Client’s ideal customer profile (ICP) that served as basis for identifying which companies to include as target accounts.
  2. Callbox improved the Client’s ideal customer profile (ICP) which served as a basis for identifying which contacts qualify best as target participants.
  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 prospects they want the outbound campaign to engage. The profiles consisted of detailed demographic and firmographic segmentations.
  2. Two buyer personas were designated as the campaign’s primary targets: mid-level IT managers or directors and mid-level network managers.
  3. The master contact list was segmented based on these two personas and further grouped according to industry and business size.

Results

The three-month Call-to-Invite campaign concluded the key objective set for the project: to drive awareness on target customers about the new line of merged products and services as one brand.

The Call-to-Invite campaign delivered the following results:

First Month, Thailand

  • Total calls made: 2,970
  • No. of RSVPs: 70
  • For follow up: 65
  • Requested more information: 40
  • Total positive contacts: 424

Second Month, Singapore

  • Total calls made: 3,080
  • No. of RSVPs: 80
  • For follow up: 70
  • Requested more information: 53
  • Total positive contacts: 512

Third Month, Malaysia

  • Total calls made: 1,776
  • No. of RSVPs: 30
  • For follow up: 40
  • Requested more information: 25
  • Total positive contacts: 115

Overall, the three-month Call-to-Invite outreach produced a total of 180 leads (confirmed attendees) as against the Client’s target of 100.

The leads delivered were best-qualified targets which turned in 55% conversion for the Client.

ICT Leader Aced More Than A Thousand New Leads With Callbox’s ABM Appointment Setting Program (Featured Image)

ICT Leader Aced More Than A Thousand New Leads With Callbox’s ABM Appointment Setting Program

The Client

As a multinational company and one of the world’s top ICT brands, the Client specializes in advanced electronics technology. It’s core business focuses on fusing hardware, software and services to open up wider possibilities for businesses and consumers alike.

The Challenge

The Client has more than four decades of ICT experience and leadership. It started with service-oriented technologies and has kept the battle in its hands until it lost bearings in 2011 due to management hit-or-miss and tough market competition.

The ICT magnate saw a decline in their revenue and sagging interest from their customers with competitors’ rapid release of mobile devices that made them seem invisible in the market.

Although several innovations were launched to snatch their target customer’s interest back, the problem continued for a couple of years, resulting to difficulty in promoting their new line of products. This called for the client to outsource some of its functions, particularly sales and marketing.

The Callbox Solution

Callbox and the Client built a detailed plan for a two-term account-based appointment setting campaign.

The thrust was for Callbox to get the Client’s sales specialists appointments with relevant IT purchase stakeholders, B2B prospects that have a need to purchase servers or PCs within three to six months time.

Account Research and Selection

  1. The Client specified target industries, employee size, decision makers and number of users.
  2. Callbox refined the Client’s ideal customer profile (ICP) which served as a basis for identifying which companies best qualify as target accounts.
  3. Callbox then compiled a list of potential accounts to target, which was reviewed and accepted by the Client.

Account and Contacts Profiling

  1. The Client provided buyer persona profiles of prospects they want the outbound campaign to engage. The profiles consisted of detailed demographic and firmographic segmentations.
  2. Two buyer personas were designated as the campaign’s primary targets: mid-level IT managers or directors and C-level IT decision makers.
  3. The master contact list was segmented based on these two personas and further grouped according to industry, business size, and technologies in use.

Multi-touch, Multi-channel Outreach

  1. The campaign combined phone and email channels to maximize engagement with the target prospects.
  2. The touches were carried out based on a combination of calling and email marketing interactions with live agents.
  3. Messaging (used in scripts, email copies, page content, ad copies, etc.) was tailored according to the buyer personas and contact segments.

Results

The six-month campaign exceeded all key objectives set for the project: individual channels, main activities, and overall campaign.

The campaign produced the following results:

  • Average appointments per day: 8
  • Decision maker reach rate: 39%
  • Accounts touched: 59,103
  • Average touches per account: 3.35
  • Total emails delivered: 21,164

Overall, the six-month campaign produced a total of 1,248 qualified appointments (sales-qualified leads).

The appointments delivered were best-qualified. Although the Client did not specify, they confirmed that the bulk of the leads were converted into new accounts.

Callbox was able to establish a good working relationship with the Client which resulted to two referrals from them.

Account-Based Appointment Setting Puts Business IT Firm in Front of Best-Fit Customers (Featured Image)

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

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

Since 2014, Callbox has been a key partner in the Client’s customer acquisition program. The Client outsources much of its prospecting activities to Callbox and receives the bulk of its outbound leads and appointments from Callbox campaigns carried out regularly throughout the year.

During the campaign for the second half of 2018, Callbox implemented an account-based appointment setting strategy. This was in support of the Client’s recent adoption of an ABM approach for acquiring new business.

With ABM, 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.

The Callbox Solution

Callbox and the Client worked out a detailed plan for a six-month account-based appointment setting campaign. The plan applied Callbox’s proven multi-touch, multi-channel outreach capabilities to connect with multiple relevant IT purchase stakeholders in the target accounts. The campaign consisted of three main activities:

Account Research and Selection

  1. Callbox helped analyze and refine the Client’s ideal customer profile (ICP) that served as basis for identifying which companies to include as target accounts.
  2. The Client indicated specific industries, annual revenues, employee size, technologies in use, and other business characteristics that their best-fit accounts had.
  3. Callbox then compiled a list of potential accounts to target, which was reviewed and accepted by the Client.

Account and Prospect Profiling

  1. The Client provided buyer persona profiles of prospects they want the outbound campaign to engage. The profiles consisted of detailed demographic and firmographic descriptions.
  2. Two buyer personas were designated as the campaign’s primary targets: mid-level IT managers and C-level IT decision makers.
  3. The master contact list was segmented based on these two personas and further grouped according to industry, business size, and technologies in use.

Multi-touch, Multi-channel Outreach

  1. The campaign combined phone, email, LinkedIn, and PPC channels to maximize engagement with the target prospects.
  2. The touches were carried out based on a combination of automated lead nurturing and interactions with live agents.
  3. Messaging (used in scripts, email copies, page content, ad copies, etc.) was tailored according to the buyer personas and contact segments.

Results

The six-month campaign met all the key objectives set for each level of the project: individual channels, main activities, and overall campaign.

In terms of individual outreach channels used in the campaign, the Callbox team delivered the following results:

  • Phone: 32% decision maker reach rate
  • Email: 38.3% open rates, 9% CTRs, 5.5% reply rates
  • LinkedIn: 30% InMail reply rate, 201 new connection
  • PPC: 2.9% CTR

The three main account-based campaign activities produced the following:

  • Accounts touched: 7,909
  • Average touches per account: 19.2
  • Average contacts per account: 3.5

Overall, the six-month campaign produced a total of 89 qualified appointments (sales-qualified leads) and 134 marketing-qualified leads (MQLs).

Since the qualified appointments represented best-fit, highly-interested opportunities, the Client expected to convert the bulk of these into new accounts, though they did not specify their forecast.

The Client continues to have Callbox as a marketing partner. Currently, Callbox is running a new six-month account-based appointment setting campaign for the Client

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

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

The Client started working with Callbox in 2017. Throughout the ensuing 12 months, Callbox has remained a strategic marketing partner for the company, helping them reach key business milestones.

As an extension of the Client’s marketing team, Callbox is responsible for planning and executing targeted outbound prospecting campaigns based on the company’s growth objectives and revenue goals.

During the project’s first two campaigns, the Client focused on increasing awareness and acquiring customers for its growing suite of managed services aimed at SMEs in the Atlanta metropolitan area.

As the company’s marketing priorities shifted (such as the addition of new offerings like its IT advisory and cloud management solutions into the product mix), Callbox was consistently able to readapt how it planned and managed campaigns according to the Client’s changing requirements.

The specialized nature of the Client’s services also meant that marketing reps handling the Client’s campaigns needed to have a good technical grasp of the offerings. This ensured that the company’s unique value proposition was effectively communicated to the target prospects.

In August 2018, the Client expanded into the Australian market by setting up an office in Sydney. The bulk of the outbound activities have since been refocused toward engaging potential customers in the new market

The Callbox Solution

Each three-month campaign consisted of an integrated phone and email outreach cadence designed to qualify prospects and book them for a meeting with the Client’s reps. Accordingly, each campaign focused on three main activities:

Researching and Profiling Contacts

  • Callbox helped the Client refine its ideal customer profile (ICP) by analyzing and documenting its target market and existing customers.
  • Callbox’s database team then collected contacts that matched the ICP through Callbox’s in-house data repository and also through desk research.
  • For both Atlanta and Sydney campaigns, the Client wanted to target business owners, office managers, it managers, and finance managers from companies in 10 industries, with 15 to 500 employees.

Outreach and Follow-up Activities

  • The campaigns followed a multi-touch outreach cadence primarily made up of email and phone touches to contact and schedule prospects for one-on-one meetings with the Client’s reps.
  • Social media was also used in later campaigns as an added touch point for profiling and nurturing leads.
  • The Callbox team prepared all campaign materials including the call scripts, email templates, landing pages, and social media posts.

Lead Management

  • The first two campaigns were executed using the Client’s own CRM, but later projects were migrated to Pipeline (Callbox’s proprietary marketing automation tool).
  • Pipeline includes SMARTCalling, a data-driven call optimization feature, to maximize decision maker reach, as well as Lead Nurture tool to help the Client customize the outreach cadence.
  • Callbox also provided real-time updates on campaign progress and lead/appointment status, and sent out timely notifications to ensure meetings took place as scheduled.

Results

The project has now completed three full campaigns (each with three months of appointment setting activities) and is currently in the middle of the fourth campaign. So far, the results are in line with the Client’s targets.

The three completed campaigns have generated a total of 90 qualified appointments, or an average of 30 per campaign (around 10 per month). The Client says this far exceeds what their team can produce in-house.

More importantly, during the second campaign, the Client was able to win new contracts worth $150,000 from the appointments delivered by the Callbox team.

Mobile Platform Deepens Pool of Potential Merchant Partners in SG Campaign [CASE STUDY]

Mobile Platform Deepens Pool of Potential Merchant Partners in SG Campaign

The Client

The Client is the Singapore office of a South Korea-based Internet platform developer that specializes in e-commerce, online-to-offline (O2O) solutions, and digital marketing. The company is a fully-owned subsidiary of a Fortune Global 500 firm with 2,300 employees and offices in eight countries.

The Challenge

Headquartered in South Korea, The Client established its Singapore office in 2012, providing a suite of integrated marketplace platforms tailored for the local online and mobile commerce segments. This included its flagship social discovery app launched in 2013 that allowed users to share and recommend places of interest in Singapore.

One of the app’s key selling points was that it featured an extensive network of merchant partners that actively engaged users with exclusive offers and promos. The app gave participating merchants an added channel for having real-time conversations with customers, improving brand visibility through user-generated content and micro-influencers, as well as gaining valuable customer insights and contextual marketing information.

Several months after releasing the app, the Client wanted to accelerate the growth of its merchant partner network in response to very positive user adoption numbers. This led the company to consider implementing targeted marketing tactics alongside its inbound marketing efforts.

But with little experience in direct marketing and much of its marketing resources already tied up in existing programs, the Client realized the best way forward was to work with a third-party provider that specialized in targeted outreach.

The Callbox Solution

The Client chose Callbox after reviewing a shortlist of marketing agencies, pointing to Callbox’s long-term experience deploying successful campaigns in Singapore as the deciding factor.

Callbox and the Client then developed a campaign plan that combined emails and phone calls delivered as a sequence of multiple touches. The main campaign objectives included:

  • Engaging decision makers to gauge fit and interest
  • Booking face-to-face meetings with qualified prospects
  • Collecting information needed in the Client’s sales process.

Appointment Setting

  1. The target prospects included business owners, restaurant managers, marketing managers, and general managers from retailers in Singapore.
  2. Callbox prepared all campaign materials including the call script and campaign list, which were reviewed and approved by the Client.
  3. The Callbox team maximized decision maker reach rates by leveraging SMART Calling, Callbox’s proprietary call management system.

Email Marketing

  1. The campaign’s first touch point was an intro email that primed prospects up for the sequence of one-on-one calls. Follow-up emails and targeted send-outs (for distributing additional marketing materials) were also used at later stages in the campaign.
  2. The Callbox team created and tested all email materials including templates, copies, and landing pages. The team also handled replies and prospect requests.
  3. The Client monitored the entire campaign (including both email marketing and phone-based appointment setting) through Pipeline CRM, Callbox’s lead management and marketing automation tool.

Results

Callbox completed the campaign in six months (or 132 days at 22 days per month), and handed off a total of 129 qualified appointments and 302 verified leads to the Client.

Since the campaign followed a multi-touch cadence that started with email activities designed to initiate contact, the Callbox team only began generating appointments near the end of the first month. Once the nurtured contacts began converting, the campaign was able to consistently deliver between 18 to 25 qualified appointments each month.

The Callbox team also achieved a relatively high decision maker reach rate of around 24% and, by the end of the campaign, the team connected with a total of 3,045 decision makers.

The Client projected that 80% of the appointments generated in the campaign would convert into qualified sales opportunities, with 60% turning into signups. That translates to 62 potential new merchant partners for the Client’s social discovery app.

Cloud Consulting Firm's Sales Outlook Drifts Higher with Callbox [CASE STUDY]

Cloud Consulting Firm’s Sales Outlook Drifts Higher with Callbox

The Client

The Client provides industry-specific implementation, training, and consulting services for Microsoft Dynamics AX and Microsoft Dynamics CRM. Its target accounts include medium- to large-sized business in North America and the Caribbean. The Client is a Microsoft Cloud Solution Provider and a Microsoft Gold-Certified Partner.

The Challenge

The Client’s core mission is to help companies implement and optimize Microsoft Dynamics AX and CRM applications. It sells its services primarily to large- and mid-sized businesses in verticals such as distribution, manufacturing, and professional services.

The company recently refocused its marketing initiatives toward growing the customer base for its three industry-specific modules: industrial, professional services, and AX users. Part of its new customer acquisition strategy called for targeting prospects throughout the U.S via outbound channels.

Being a small company (with only 35 employees), the Client clearly needed some outside help carrying out many of its marketing activities. Past experience has taught the company that its small team of in-house sales reps was best deployed following up qualified leads and nurturing opportunities, instead of spending a great deal of their time prospecting.

Once the company finalized its requirements, the Client began looking for a potential outsourcing partner that could:

1. Identify accounts that fit the target customer profile for each of the Client’s three modules
2. Qualify contacts for each identified account by gauging purchase intent and solution fit
3. Collect additional prospect information to be used by its in-house reps

The Callbox Solution

The Client chose Callbox at the suggestion of one of its partner IT companies. The Client pointed out that Callbox’s marketing experience in the enterprise cloud space was a deciding factor.

Callbox then put together a 6-month appointment setting program consisting of six monthly campaigns. Each campaign focused on a specific segment for the company’s three main modules. The entire project made use of live phone outreach integrated with email and social media activities.

Appointment Setting

  1. Callbox compiled the list of target prospects from companies that meet the Client’s requirements for industry, location, and annual sales.
  2. Contacts whose organizations are currently evaluating their ERP or CRM software and are looking to acquire a new platform within the next 12 months are tagged as qualified prospects (qualified appointments or completed leads).
  3. Probing questions for solution fit uncover information on software usage, business pain points, buyer role, etc.

Email Marketing

  1. The Callbox team used emails for warming up/ nurturing prospects and for distributing Client materials.
  2. Callbox’s SMART Calling technology prioritizes calls based on time and frequency of email opens, clicks, and replies.
  3. Callbox also prepared and optimized all email marketing  collaterals (templates, landing pages, etc.) used in the campaign.

Social Media

  1. The Callbox team nurtured positive contacts further by connecting with them on LinkedIn.
  2. The campaign’s social media specialists used LinkedIn to collect and verify prospect data, as well as to generate additional leads.
  3. The team also leveraged LinkedIn to boost the company’s online presence by joining and participating in relevant groups.

Results

The Callbox team nurtured positive contacts further by connecting with them on LinkedIn.
2. The campaign’s social media specialists used LinkedIn to collect and verify prospect data, as well as to generate additional leads.
3. The team also leveraged LinkedIn to boost the company’s online presence by joining and participating in relevant groups.

Big Tech Brand Reaps Rewards from Long term Partnership with Callbox [CASE STUDY]

Big Tech Brand Reaps Rewards from Long-term Partnership with Callbox

The Client

The Client distributes and markets a diverse portfolio of IT, industrial, construction, automotive, digital media, and consumer products. The company operates in seven Southeast Asian countries and is headquartered in Singapore.

The Challenge

Marketing in complex-sale verticals, such as IT and manufacturing, carries a special set of challenges. The conversion funnel is usually longer and nonlinear, and the process requires connecting with multiple decision-makers. That’s on top of the relatively steep learning curve needed to understand and communicate what the product or service brings.

For the Client, these form the basic requirements when teaming up with third-party agencies that handle part of their marketing programs. The company combines inbound efforts (mainly done in-house) with outbound tactics (mostly outsourced to providers). Prospecting and lead generation are the activities that the Client typically delegates to an outside marketing company.

The Client recently decided to look for a new marketing partner as part of its renewed focus on Southeast Asia. The company needed an outbound agency with the scope to help it cover new segments in its target areas ((Indonesia, Malaysia, Myanmar, Philippines, Singapore, Thailand and Vietnam), as well as the scale to generate prospects from companies in its target industries.

More importantly, the Client wanted a lead generation company they could work with on a long-term basis. This would accelerate deployment of campaigns and keep the messaging more consistent.

The Callbox Solution

The Client reviewed proposals sent by Callbox and two other marketing agencies. All three had considerable experience managing companies’ APAC campaigns, but Callbox was able to provide case studies and references showing projects with longer-term commitments. The Client placed a great deal of emphasis on this key differentiator and signed up with Callbox.

Call-to-Invite

The project kicked off a few weeks before a company-sponsored event. The Callbox team worked closely with the Client to put together a call-to-invite campaign aimed at boosting turnout:

  1. The event revolved around driving awareness and generating leads for its SAP services and solutions.
  2. The target attendees mainly consisted of decision-makers in IT, Operations, and Finance from Singapore-based manufacturing firms. The Client wanted to focus on companies not using SAP Business One.
  3. Once Client approved the call list and campaign materials, Callbox then launched a one-month (22-day) call-to-invite campaign.

Appointment Setting

The project’s next phases consist of different appointment setting campaigns. Each phase focused on a different ICT solution, target industry, and target area.

  1. The project’s second full month focused on booking appointments for its SAP ERP consulting and integration services. The campaign’s targets were IT prospects from trading /distribution, medical devices, and discrete manufacturing companies in Singapore.
  2. After that, the Callbox team carried out two simultaneous appointment setting campaigns. One campaign targeted Singapore, while the other focused on the Philippines. Both campaigns generated ICT infrastructure appointments from finance, legal, and healthcare companies.
  3. The Client played an active role in refining each campaign’s parameters and in crafting thecampaign materials.

Results

The project has so far completed one call-to-invite and three appointment setting campaigns. The 22-day call- to-invite campaign generated a total of 24 confirmed attendees and 35 positive contacts.

Each of the four appointment setting campaigns ran for a total of one month (22 days). Each campaign’s first 2 weeks were spent on testing and nurturing activities, so that most of the appointments trickled in during the second half of the month.

Choosing Callbox for Sage Lead Generation Proven to be Wise Decision [CASE STUDY]

Choosing Callbox for Sage Lead Generation Proven to be Wise Decision

The Client

The Client is the IT services arm of its mother company which is one of the largest global accounting and consulting network in Asia and in other 120 countries.

The Challenge

The rapid growth in number of IT companies and the seemingly similar products and services offered tend to cause confusion among business owners on which IT service provider would best fit to address their IT needs, and the Client was not spared from such.

The conventional “WIIFM” (what’s in it for me) would not make any difference at all, the IT expert thought. So the “what” was replaced with “why” as (why is it for me) for their campaign to make target customers understand why they should choose the Client as their IT provider instead of simply knowing what they offer. The campaign was successfully carried out with Callbox.

The Callbox Solution

Customer Profiling

  1. Though the Client had tried their best to keep their database in top condition, they still opted to have it validated by the Callbox team.
  2. Using the Pipeline Lead Nurture tool, the Callbox team sent an initial single-page email that contained an overview of the Client’s products and services with very limited information but included teasers of a current customer’s success story to pique the prospect’s interest.
  3. Active responses like opened emails, website visits, clicked links, and queries were tracked and saved for follow-up calls.
  4. Invalid emails (bounces) and contact details were updated upon speaking with the prospect.

Appointment Setting and Call-to-Invite

  1. Callbox utilized its SMART Calling system in order to reach the right prospects at the time they are most available to talk.
  2. The probing questions were not the usual that would simply draw the prospect’s needs but rather carry out realization in them what the previous strategy/provider has done to achieve their goals. Thus most prospects admitted results were below expectations
  3. Upon reaching this point of conversation, agent proposed to set appointment with the Client’s IT consultants and invite prospects to an IT seminar.
  4. In order to ensure a solid appointment, Callbox agents sent a calendar invite along with a short but specific email containing information about the Client’s products and services that are probable answers to the prospect’s identified issues.

Results

The first month of the campaign generated 12 appointments and 4 registrations, but as the Calbox team got more familiar with the the target market and customer profiles, appointments delivered almost tripled in the second month with 34.

In the third month, another 12 appointments were generated with 6 registrations; 16 for the fourth month and 12 on the fifth month of the campaign.

The numbers escalated once again in the sixth month with 22 appointments and decreased a bit in the seventh month with 13 appointments and 8 registrations. While the eighth month took a bit of a hit with 3 appointments. The ninth month made up for the dip in numbers with 20 appointments and the tenth month closed out with 5.

The 10-month campaign generated a total of 149 appointments and 18 registrations. It is worth noting, however, that the Client is still counting more appointments and registrations as they go into the eleventh month, or technically, the first month following the end of the 10-month campaign.

IT Firm Picks Callbox Consultative Fit, Hits Goals in Ongoing Campaign [CASE STUDY]

IT Firm Picks Callbox’s ‘Consultative Fit’, Hits Goals in Ongoing Campaign

The Client

The Client is a pure IT consulting and professional services company offering design, configuration, implementation, business analyst, and general consultancy services. The Client specializes in the security, virtual desktop infrastructure (VDI), and Cloud services markets.

The Challenge

With over eight years of experience in the IT consulting and professional services space, the Client now ranks as one of the most trusted service providers in the industry and has successfully partnered with companies like Citrix Systems, AppSense, Blue Coat, and Apple (mobility).

The Client started out in 2009 as a white-label supplier of IT services to vendors and resellers. These companies would subcontract the Client to perform services on their behalf, often without the end customers knowing about the Client’s involvement. In 2014, the company refocused toward directly providing services to enterprises and organizations.

This move presented a bit of a branding conundrum for the company. The main challenge was finding a way to embed its extensive experience as an IT subcontractor for specific VDI, cloud services, and security verticals in the value proposition for its new business model.

For that reason, the Client undertook a massive marketing program that simultaneously focused on branding and customer acquisition. The customer acquisition plan highlighted nurturing leads in-house with the Client’s marketing team while delegating top-of-funnel prospecting activities to a third-party agency.

The Client chose Callbox as its outsourced marketing partner due to a number of factors, with the main one being the “consultative fit” that Callbox’s marketing solutions offered. The Client pointed out that taking a consultative approach to a project (rather than a purely engineering perspective) was their key differentiator and that Callbox was also able to demonstrate this by being more of a marketing advisor than a marketing agency. Given the Client’s marketing goals, the challenge is two-fold:

• Finding and identifying qualified opportunities for the Client’s customer acquisition efforts
• Generating awareness about the Client’s different IT consulting and professional services

The Callbox Solution

Both the Callbox team and the Client agree that an integrated appointment setting campaign best meets the latter’s requirements. The campaign primarily consists of phone-based conversations enhanced with email and social media touch points.

In addition, the campaign timeline is divided into weekly or biweekly segments, with each segment focusing exclusively on a specific solution that the Client offers. These include BlueCoat, Zscaler, Radware, Apple, and CheckPoint—along with general consultancy services, business analyst services, and other IT project services. Other key campaign activities are as follows:

Appointment Setting

  1. Prior to the start of the campaign, the Callbox team compiled and profiled the prospect list comprised of IT managers, CIOs, and CTOs from companies headquartered or operating in Australia and New Zealand.
  2. Since the campaign is made up of different phases, the Callbox team prepares campaign materials for each stage. These are sent to the Client for review and approval.
  3. Call scripts are based on a list of eight probing questions given by the Client. Each script gauges a prospect’s need and fit for a specific IT product or solution.

Email Marketing

  1. The campaign uses two types of email messages:

    A. Intro/follow-up emails
    B. Targeted send-outs

    Intro/follow-up emails help warm up and nurture phone prospects, while targeted send-outs are intended for prospects who request more information.

  2. The Callbox team does the bulk of the campaign’s email marketing activities through the Pipeline Lead Nurture tool. This ensures targeted, personalized, and timely emails.
  3. The campaign team applies best practices and precautions to avoid spam complaints and to maintain good sender reputation.

Social Media

  1. The campaign also uses LinkedIn to reinforce the touch points made with the phone-based appointment setting activities, adding positive phone contacts as LinkedIn connections.
  2. The Callbox team also carries out branding and reputation building activities on LinkedIn.
  3. The team’s social media specialists manage the LinkedIn account on behalf of the Client.

Results

At time of writing, the campaign has completed three
months’ worth of multi-channel appointment setting activities and is already at the final week of its fourth month.

Like most of Callbox’s integrated appointment setting projects, the early stages of the Client’s campaign primarily revolved around email activities for warming up prospects and refining the campaign focus. Open rates for the bulk send-outs reached 10.2%, 11.4%, and 23.0% for the first, second, and third months, respectively. The campaign was also able to maintain hard bounces and unsubscribes within acceptable limits.

Since the campaign calendar is subdivided into weekly or biweekly segments that focus on a particular IT solution, the overall monthly appointment setting results tend not to follow a definite trend.

The campaign, so far, has generated the followingmonthly outcomes:

• First month: 14 appointments
• Second month: 8 appointments
• Third month: 7 appointments and 3 leads completed

The campaign is still ongoing and, so far, it has delivered 29 appointments. Since these appointments have been qualified using a highly targeted set of parameters, the Client expects to move 80% of these appointments further down the funnel as sales-qualified Leads (SQLs). In addition, the company has a track record of closing 30% to 40% of SQLs after 6 months in the pipeline. This means that the Client can
potentially generate up to 9 new customers from this leg of the campaign.

Callbox Prints Out Success for ICT Leader [CASE STUDY]

Callbox Prints Out Success For ICT Leader

The Client

The Client is the largest HP partner in Asia, providing intelligent applications and innovative solutions and offers a wide portfolio of print devices.

The Challenge

The Client consistently delivers the best print and copy solutions for their customers – a potent commitment which brought them successes in revenue and customer care since the company’s inception in 2005. But as years passed, market competition has become tougher and the primal revenue target of 20% per year showed a dramatic decline in recent years, dipping to only 13%-15%. Due to this decline, the Client felt the urgency to regain what they’ve lost and immediately acted on the issue by taking the next best steps – looking for an outsourced lead generation partner and deciding on Callbox.

The Callbox Solution

Customer Profiling

1. Callbox validated contact details in the database to ensure accuracy by sending initial emails with overview on the total print managed services. 2. Active responses like opened emails, website visits, clicked links, downloads and queries were tracked via the Pipeline Lead Nurture Tool and saved for follow-up. 3. Invalid emails (bounces) and contact details were corrected updated upon speaking with the prospect.

Appointment Setting

1. Active contacts were prioritized and followed up via different channels (call, email, social, web and mobile) based on the prospect’s business buying behavior which was made possible by Callbox’s SMART Calling process. 2. At least 4 out of 6 probing questions should be answered by prospects to provide the Client’s consultants substantial data, a requirement fully complied by the team. 3. Prospects who agreed to speak with the Client were sent calendar invites to keep them reminded of the appointment schedule. 4. After each call, regardless whether the prospect agreed for an appointment or not, agents offered to share/send pertinent information about the program to prospects to ensure familiarity and build a higher chance of conversion in the next follow up call.

Results

The first two weeks of the campaign were mostly spent on customer profiling but leads were already slowly coming in where the Callbox team generated 12 appointments. The next two weeks generated another 12 leads which closed the first month to a total of 24 appointments. The next four weeks showed progress as the team generated a total of 26 appointments and prospects seemed to have become cordial which probably was due to their familiarity of the Client’s program from the brochures they received, an effectual process brought about by Callbox’s lead nurturing campaign using the Pipeline Lead Nurture Tool. As the the last four weeks rolled, the team dynamically progressed in the way they handled the campaign with much ease and generated a total of 29 appointments. In total, the Callbox team generated 79 appointments for the print management leader.