The Client

The Client provides specialized logistics solutions to manufacturing, technology, wholesale, retail, and home delivery companies throughout the United States. Its primary lines of service include managed freight, logistics, shipping, and storage. The company currently has more than 200 employees and annual revenues of over $30 million.

The Challenge

With limited manpower and resources to carry out outbound prospecting activities in-house, the Client hired the services of Callbox in January of 2015. For the next two-and-a-half years, Callbox served as a close extension of the company’s sales team, consistently providing appointments and leads to its reps and marketing staff.

Before working with Callbox, the Client had been following a 3-point messaging approach in all its marketing communications and sales collateral. The Client required all marketing/sales materials to:

Be precisely tailored for the Client’s target audience
Be clearly Mapped to the right stage in the company’s sales cycle
Tie benefits and pain points back to specific business outcomes

The Client was very clear about meeting these standards. This formed the basis for selecting Callbox since the agency was able to demonstrate these qualities through its flexible service proposal and actual track record in deploying successful marketing campaigns for commercial cleaning firms.

In addition to the Client’s messaging requirements, the company also went into the partnership with Callbox expecting to receive at least 15 qualified appointments from the campaign each month.

The Callbox Solution

After reviewing a handful of potential providers, the Client chose to partner with Callbox. The Client pointed out Callbox’s track record of successfully carrying out marketing campaigns for other B2B logistics companies as one of the main factors behind their decision.

Taking the Client’s requirements into careful consideration, Callbox then hammered out a plan for a three-month appointment setting campaign which the Client reviewed and approved.

Finding best-fit companies and key decision makers

The Client specified retail and ecommerce businesses that sell furniture, electronics, and appliances all over the United States as the main companies to target.
Decision makers in charge of logistics operations, home delivery operations, and order fulfillment were identified as the ideal prospects to contact.
Callbox obtained contact and other key information from its in-house database and through additional research.

Reaching out and engaging prospects

The Callbox team engaged the target decision makers through a combination of email, phone, social media, and web touch points.
Targeted emails and one-on-one phone conversations provided direct outreach capabilities.
Social media (primarily through LinkedIn) and online marketing (mainly Google AdWords) enabled more opportunities to connect with prospects.

Nurturing and converting opportunities

Each touch point with a prospect was scheduled and triggered based on a defined lead nurturing cadence.
Prospects who agreed to a phone or face-to-face meeting with the Client’s sales reps were tagged as qualified appointments (sales-qualified leads, SQLs).
Callbox Pipeline CRM served as the campaign hub where the Client and campaign team managed and executed the project.

Results

The three-month campaign’s results exceeded most of the engagement and conversion KPIs set during the planning phase. Results on a per-channel basis include:

Phone: 17% decision maker reach
Email: 15% open rate, 11% reply rate
LinkedIn: 44% connection acceptance rate, 34% InMail reply rate
AdWords: 4% click-through rate, 7.3% conversion rate

In terms of overall prospecting results, the campaign delivered a total of 83 qualified appointments (sales-qualified leads or SQLs) and 48 completed leads (marketing-qualified leads or MQLs).

The Client was able to close 3 new customers worth $6 million from the generated SQLs while the campaign was still ongoing. The company expects to win more deals from the qualified appointments handed over by Callbox within the next couple of months.

The Client was very satisfied with the results of the three-month campaign that they decided to partner with Callbox for their upcoming campaigns. In fact, at time of writing, the Client is in the middle of a new Callbox appointment setting project for one of their other logistics solutions.

B2B Logistics Brand Seals $6M in New Deals from Callbox Campaign

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