The Client

The Client is an Australian B2B marketing agency specialising in integrated marketing and demand generation for enterprise and technology companies. The Client regularly participated in B2B marketing and tech industry events to connect with CMOs, marketing leaders, and enterprise buyers. However, while their brand visibility was strong, converting booth visitors and post-event interest into qualified opportunities remained a challenge.

The Challenge

Despite years of industry experience, the Client struggled to turn event participation into measurable ROI. Their internal team focused heavily on creative and content execution, leaving little capacity for pre-event outreach, lead capture, and structured post-event follow-up. As a result, booth traffic was inconsistent, lead qualification lagged after each event, and many high-potential contacts went unengaged after the show. The Client needed a partner who could extend their marketing reach, build event momentum, and translate event engagement into real sales opportunities.

The Callbox Solution

To help the Client refine its marketing efforts and boost its sales pipeline, Callbox deployed a tailored Account-Based Marketing (ABM) program focused on Lead Generation, Appointment Setting, and Event Marketing.

Account-Based Multi-Channel Lead Management, leveraging Voice, Email, Chat, Web, and Social Media.
Sales Enablement and support, including Product Training, Account Setup, and Back-office Sales Support
Access to cutting-edge Tools & Subscriptions for the Smart Engage and HubSpot CRM
Strategic Account Management, incorporating Strategy Building, Reporting, and Product Knowledge

The Goals

Callbox aimed to:

Drive event awareness and boost booth traffic among target decision-makers.
Convert booth visitors and registrants into booked meetings.
Deliver measurable ROI by improving post-event engagement and conversion.

The program unfolded in three main stages:

Account Research and Selection

In collaboration with the Client, Callbox utilised an AI-powered Ideal Customer Profile (ICP) to hone in on the Client’s target accounts.
The Client also submitted specific criteria, such as industries, annual revenue, and employee size, to determine its best-fit accounts.
The Callbox team then compiled a list of potential target accounts, which the client reviewed and approved.

Account and Prospect Profiling

The Client provided detailed buyer persona profiles encompassing thorough demographic and firmographic descriptions to engage prospects in the outbound program effectively.
The program primarily focused on engaging key positions, including the Business Owners, CEOs, COOs, CMOs, Marketing Directors, CMOs, Demand Generation Leads, and Brand Managers.
The master contact list was segmented based on these buyer personas and categorised by industry and business size.

Multi-touch, Multi-channel Outreach

The Callbox team developed a customised lead nurturing strategy, delivering tailored messages that resonated with different decision-maker groups. Using an AI-powered approach, they created nurture paths that integrated phone, email, web, and LinkedIn interactions within a flexible outreach framework.

Callbox’s proprietary CRM, Smart Engage, streamlined the coordination of all outreach activities, ensuring the Client stayed updated on the program’s progress and results.

Results

In just three months, Callbox helped the Client achieve measurable outcomes, generating 45 sales-qualified appointments and 120 marketing-qualified leads. The program drew over 180 qualified booth visitors during the event, resulting in 72 on-site demo sign-ups and 45 follow-up meetings booked within the first month after the show. Callbox also improved the Client’s post-event conversion, turning one in every three event interactions into qualified opportunities, while ensuring all captured leads were followed up within 48 hours to maximize engagement and conversion.

How Callbox Boosted Event ROI for a B2B Marketing Agency

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