The Client

The client is a leading software engineering and consulting provider delivering RPA, AI, and custom automation platforms for organisations seeking to modernise operations. Their expertise spans enterprise workflow redesign, intelligent automation implementation, and systems integration for highly regulated industries. They partner with businesses across Australia to improve efficiency, reduce manual workload, and accelerate automation adoption.

The Challenge

The client was seeing increased interest in automation, but lacked the internal SDR headcount to scale consistent outbound prospecting. Their sales team focused on active opportunities, leaving limited bandwidth to pursue new accounts or nurture prospects exploring RPA initiatives. While inbound channels delivered some traction, they needed predictable, sales-qualified conversations to meet aggressive growth goals.

Breaking into new verticals also required multi-threaded engagement and more precise targeting. The client struggled to reach decision-makers across the buying committee, generate interest among enterprise accounts, and establish brand presence in automation-heavy industries. They needed a partner who could operationalise a structured, high-volume, high-quality outreach program aligned with their RPA value proposition.

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 and Appointment Setting.

Account-Based Multi-Channel Lead Management, leveraging Voice, Email, Chat, and Web.
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:

Implement a targeted ABM program to increase brand reach and awareness.
Engage RPA-relevant decision-makers through personalised discovery outreach.
Deliver high-quality appointments and connect qualified prospects directly to the client’s sales team.

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 revenues, 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 CIO, CTO, COO, Head of Automation, Director of Operations, Digital Transformation Directors, Process Improvement Managers, RPA Program Leaders, and Innovation & Technology Executives.
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

Within three months, the program delivered a strong, consistent flow of RPA opportunities, generating 62 qualified sales appointments and 184 marketing-qualified leads from enterprise and mid-market automation decision-makers. Callbox also drove engagement across 526 prospects and established 148 new LinkedIn connections, significantly expanding the client’s reach and visibility among high-value accounts.

3-Month ABM Program Drives Leads for RPA Provider

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