The Client

The Client is an Australia-based technology provider offering cloud-based business management and financial software for SMEs. As a frequent exhibitor in major tech events for exhibitors in Australia, the Client aimed to enhance their trade show performance—driving higher booth attendance, capturing qualified leads, and turning event visibility into measurable ROI.

The Challenge

The Client consistently joined large-scale tech expos and industry events but struggled to see tangible returns. Booth engagement was decent, yet only a fraction of visitors converted into qualified leads.

Their key challenges included:

Low pre-event visibility and limited booth traffic from high-value prospects
Missed follow-up opportunities after events due to scattered data and inconsistent nurturing
Difficulty turning event interest into booked meetings and sustained pipeline growth

The Client needed a partner with proven event marketing expertise, one that could run end-to-end outreach, engagement, and lead nurturing around their event calendar.

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 more booth traffic and pre-booked meetings with decision-makers
Capture and nurture event-generated leads into qualified opportunities
Increase post-event conversions and sales-ready appointments
Build a sustainable lead pipeline through consistent event follow-ups

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 CEOs, COOs, CFOs, Business owners, accountants, financial managers, IT directors, and SMB decision-makers.
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 six months, Callbox secured over 120 confirmed booth appointments before the event and successfully booked 85 sales-qualified appointments from high-intent prospects. In total, the program generated 250 marketing-qualified leads through booth interactions and digital outreach. Additionally, Callbox expanded the Client’s network with more than 550 new social media connections, extending engagement well beyond the event floor.

Tech Exhibitor Boosts Event ROI with Callbox Support

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