IT Security Provider Taps into APAC Markets with Callbox Campaign
The Client is looking to capture a huge part of the growing demand for smart cards and personal identification applications in the APAC region. In particular, the company aims to grow sales of its card printers/encoders and its ID card design software suite.
In line with this, the Client’s strategy calls for targeting organizations that issue cards to employees or members in order to position its solutions as an alternative to legacy systems or other secure identity brands. The value proposition for its products and services revolves around flexibility, scalability, reliability, security, and affordability.
Currently, the Client focuses on two key markets: Australia and the Philippines. Its target companies in Australia include golf clubs, yacht clubs, sailing clubs, football clubs, rugby clubs, and other organizations with regular members. For the Philippines, the Client wants to reach out to manufacturing and BPO companies.
This year, the Client has been moving more toward outsourcing marketing activities in the awareness stage of its sales funnel. The company wants its in-house team to concentrate on nurturing and following up opportunities, while letting a third-party agency do much of the prospecting and lead generation heavy-lifting.
Aside from delivering cost savings and productivity gains, the Client requires its marketing partner to have deep familiarity with its target markets and must be able to effectively communicate its value proposition.
• Carried out a uccessful appointment setting campaign for a leading IT security company
• Met all campaign objectives by the end of the project
• Delivered highly-qualified sales opportunities and actionable marketing intelligence
THE CALLBOX SOLUTION
The campaign ran for 3 months and generated a total of 11 qualified appointments (SQLs) and 104 completed leads (MQLs). The bulk of these appointments and leads were produced during the latter half of the campaign, since much of the first half was spent warming up prospects and collecting additional information.
In addition to leads and appointments, the campaign also gathered vital marketing intelligence for the Client. The Callbox team uncovered which security identity brands were in use, prospects’ feedback on these brands, and reasons for sticking with the status quo.
Since the 11 appointments handed off by the Callbox team are highly qualified sales opportunities, the Client believes it can convert 70% to 80% (8 or 9) of these SQLs into customers within the next three months.
Callbox Ensured Success For
Health Care Provider
The Client is unique not because they are a major health insurance provider but because their target customers are those who can hardly afford to get a good health insurance package for themselves. The Client did not start the company just for business reasons but was inspired to revolutionize the health insurance platform based on their personal experience – the loss of loved ones due to high healthcare costs.
Competition was tough so the Client opted to employ a lead generation company that has the expertise and tools needed to reach their targets – Callbox.
• Callbox’s Customer Profiling campaign built a strong database for the Client
• Most active contacts were filtered via the Pipeline Lead Nurture Tool
• Callbox’s Smart Calling system factored in generating the most qualified prospects for the Client
THE CALLBOX SOLUTION
1. The Client, although a startup in the healthcare industry, did not hesitate to explore all marketing strategies that would help them achieve their goals. Callbox helped them build a robust database
2. With the use of the Pipeline Lead Nurture tool, the Callbox team sent initial copies of the Client’s unique healthcare products and services.
3. The copies contained an overview of the Client’s company information, downloadable PDFs of products and services, and a query box that redirects to the Client’s inbox, for them to be answered immediately.
4. The Callbox team on the other hand, tracked and saved active responses like opened emails, website visits, clicked links and queries for follow-up calls.
5. Invalid emails (bounces) and contact details were updated upon speaking with the prospect.
The first week of calling stored up much qualified contacts as the Customer Profiling campaign progressed which generated 5 office appointments. The following second and third weeks consecutively generated 6 and 8 appointments and 10 in the fourth week (3 of which were phone appointments), bringing a total of 29 appointments for the first month.
Weeks five to eight met a slight decline in the number of appointments with 25 office meetings and 2 phone meetings, 27 in total for the second month.
The final term however recouped more than what was lost in the second term, closing the campaign with a total of 37 appointments (32 office and 5 phone meetings).
Callbox Gives HR Consulting
Client Base a Boost
Started in 2014 as a joint venture between a pioneering European cross-cultural training company and a top Southeast Asian HR solutions provider, the Client has built and grown a customer portfolio of over 150 multinational companies in various industries across Asia. The customer enjoys a clear lead in the region’s market for intercultural management training services.
But with a spate of new entrants seen to come into the growing market in the next 3 to 5 years, the Client has recently followed a more active strategic direction to protect and enlarge its market share. An important component of the new growth strategy emphasizes direct and targeted outreach to prospects in industries with high potential.
Having little outbound experience of their own, the Client needed some outside expertise to achieve many aspects of its goals. In particular, the company faced three key marketing challenges that made working with a third-party provider a more viable option:
1. Identifying the right prospects to contact in the Client’s target industries and companies
2. Qualifying and booking sales meetings with prospects that fit the target buyer profile
3. Gathering additional marketing intelligence to be used further along the sales cycle
• Launched a successful SG-wide appointment setting campaign for an HR consulting/training firm
• Leveraged live conversations with prospects reinforced with touch points via emails
• Handed off highly qualified appointments and delivered critical sales intelligence
THE CALLBOX SOLUTION
The Client partnered with Callbox after a stringent RFP process, pointing to the latter’s substantial roster of satisfied customers in Singapore as a key differentiator. The Callbox team then worked alongside representatives from the Client to plan out the objectives, activities, and timelines for an integrated appointment setting campaign.
The overall strategy centered on engaging prospects through targeted calls complemented by timely email touch points. The Client wanted the campaign
to focus only on companies operating in Singapore and excluded firms providing consulting and training services.
Some campaign activities that contributed to its success were:
1. Callbox performed a thorough data profiling program prior to starting the campaign. The team compiled a database of the key contacts from companies in the included industries. The Client then reviewed and approved the profiled list.
2. Agents contacted every prospect on the approved list. Probing questions identified fit and interest with the Client’s intercultural management training courses. Prospects who agreed to a face-to-face meeting with a consultant from the Client were tagged as qualified appointments.
3. The team used emails extensively for introduction, follow-up, and targeted send-outs throughout the campaign.
The campaign ran for a total of 104 days. As is typical with Callbox’s multi-channel appointment setting programs, the first couple of weeks were spent initiating contact and nurturing prospects. The number of sales appointments only began picking up near the end of the first month.
The 3-month campaign produced a total of 51 qualified appointments in the following order:
Month 1: 14 qualified appointments
Month 2: 15 qualified appointments
Month 3: 22 qualified appointments
Based on past performance, the Client expects to send proposals to around 80% of qualified face-to-face sales meetings and close anywhere between 15% to 30% of opportunities. That means the campaign can potentially add as much as 12 more deals into their customer portfolio within the next sales cycle, an increase of 8% in its current customer base.
Location: United Kingdom
Headquarters: United Kingdom
The Client is a group of Business Intelligence, Data Warehousing and Data Integration experts, providing consulting and implementation solutions to numerous enterprise clients in the areas of Data Architecture, Data Modelling and ETL. They also provide consulting services relating to Reporting, Development, Modularized Solutions and Change Management.
Campaign Target Criteria
Location: USA, Europe, Middle East
Industry: Companies Using Informatica, Datastage, ODI
The Client required a software license to complete product development, Their product, being a tool developed for Informatica PowerCenter, required the Client to team up with informatica users to obtain substantial information about the facets of the product’s development and come up with best practices.
The challenge was to “gain stronger and larger presence in the global market”. In order to achieve this, the Client needed access to Informatica users to help earn credibility and to increase trials for the software.
The Callbox Solution
Callbox’s Multi-Touch, Multi-Channel Lead Generation Program was all set to drive success for the Client. At the initial campaign term and even in succeeding terms, Callbox rolled out a Customer Profiling program to make the most out of the Appointment Setting campaign.
Initial email copies were sent to email addresses via the Pipeline Lead Nurture Tool
to validate the activeness of the contacts. The said email copies contained CTAs like links to the Client’s website, query boxes and downloadable questionnaires. All actions taken by prospects and email replies were tracked in real time.
Replies and actions were monitored by the Callbox team and were set as follow-ups. in order to appropriately profile the contacts, the agent first verified information details followed by the required probing questions that focused on companies who are current Informatica Users for their code review tool and later on expanded to companies who also use ODI (Oracle Data Integrator) and IBM Data Stage code review tool.
The feedback from these users were properly noted and to in order to help the users carry out the best of the tools, the agent set for them appointments with the Client’s demo specialists to discuss with them some how to’s and DIY’s.
The initial term generated 35 appointments for web demo, the second term brought in 29 appointments and the third term rolled out 31 appointments, a total of 95 web demos.
Callbox bridged communication between the Client and its target market. The information that were dished out of the current Informatica users were substantial to the improvement of the tool and has earned them a higher credibility from their customers. On top of that, the three term-campaign that Callbox initially ran for them has allowed them to establish a larger and stronger presence in the global market.
As of the writing of this case study, the Client is still engaged with Callbox for yet another campaign term.
Location: United Kingdom
Headquarters: United Kingdom
The Client is a 50-year old market leader that provides high technology tools and systems like desktop, portable, handheld XRF and OES materials identification and analysis systems, as well as coating thickness measurement and gauging instrumentation to industrial customers with diverse needs. They design and manufacture equipment that can fabricate, analyze and manipulate matter at the atomic and molecular levels.
Campaign Target Criteria
Location: Malaysia, Thailand, Vietnam and Korea
Industry: Steel Manufacturing, Foundries, Automotive Manufacturers
Decision Maker: Quality Manager
The Client, although prided with the value proposition of providing A1 screening tools for fast and accurate analysis of the widest variety of materials, truthfully admitted that coping with global competitions would be difficult to achieve without a partnership with some significant sectors like sales and marketing. Their products’ key benefits (point and shoot, verification in seconds, rapid, reliable and rugged, non-destructive testing and no sample preparation, easy to carry) were first-rate features that set them apart from competitors but were hardly positioned to their target customers’ attention due to some deferring areas in the business process that withheld progress and expansion goals:
The Callbox Solution
As an industry expert on providing sales and marketing solutions to a global market, Callbox, upon its initial discussion with the Client deemed the course unique and framed a fitting solution for the aforementioned concerns.
The Client saw their database as obsolete as the last update was done over 3 years ago, but Callbox’s customer profiling service recreated the list as new.
The Callbox team first sent out initial emails to the current list to see which contacts were still active by tracking replies and actions like website visits, clicked links and downloads. Those emails contained a one-page informational content which included CTAs like links to landing pages about specific subjects the target would be interested to see, website links, Q&A boxes and downloadable collaterals. Inactive contacts were scrubbed off to leave room for newly acquired ones.
Active contacts in the old list and the newly acquired database which was provided by the Callbox team, were then called by the agent to verify all pertinent information like contact name, business name, business address, active phone numbers, email addresses, social media accounts and industry focus.
Both lists were then deduplicated to ensure calling time and effort were maximized throughout the duration of the campaign.
The final action in the lead generation program was appointment setting. The Callbox team meticulously drafted a script for the campaign which would uncover the target’s concerns at base level. Only three key probing questions were asked of the target but were surefire to uncover the prospect’s pain points. This opened an avenue for the Client to speak with their target prospects how their products and services would benefit their business.
The combined lists from the Client and Callbox totaled to 4,894 profiled and updated records. The three-point probing approach unleashed significant answers from the prospects which were instrumental to the Client in tailor-fitting solutions for them.
Out of the 4,894 records, the Callbox team generated 93 appointments and 51 warm follow ups, and before the three-month campaign ended, the Client was already preparing proposals for three large companies.
The technology leader concluded that indeed, with Callbox’s Appointment Setting program, business advancement and expansion were imminent.
Callbox Solves Software Company’s Marketing Conundrum
Product/Service: Platform as a Service (PaaS) Cloud-Based Applications
Campaign Type: Lead Generation/Appointment Setting
The Client is known in the cloud-based communications and security software industry in the continental US. It plans to increase its market share by targeting all industries, offering high-availability global communications, collaboration, secured services, and advanced analytics. It asked the help of Callbox in finding interested companies to engage with their services for the long term.
Find out how Callbox took full advantage of its multi channel marketing program to produce positive results for the The Client and win for itself a new contract.
Industry: Business Management
Campaign Target Criteria
Location: Entire US
Industries: B2B Trading with AR US$100M to 2B
Decision makers: COO, CFO, CIO, IT/Technology Director, Head of Purchasing, Head of Customer Service
The Client is a leading provider of Cloud Integration and Supply Chain Integration Solutions. The services they provide help businesses simplify integration, automate processes and improve collaboration and visibility to global trading partners.
Originally founded in 2005 as a B2B-focused consulting firm, they later evolved, acquired and developed key technologies to address the growing needs of collaboration in businesses worldwide.
Despite working with some providers whom the Client relied on in getting new business, finding interested companies to engage with their services for the long term was a challenge. The Client figured out that the issue was rooted in two causes:
With the hope to find key solutions to the problem, the Client searched for another marketing provider – a lead generation/appointment setting company who can provide them with a list of accurate contacts and quality appointments with interested prospects who have the need for cloud integration and supply chain solution services, and who would most likely keep a long-term engagement with them.
Past experiences with providers who delivered less qualified appointments have made the Client become quite skeptical about what Callbox’s multi-channel marketing campaign program can do to better their current business status. For them, the first 3-month campaign term they signed up was a “test”, but for Callbox, as always, it was a “commitment”.
In order to address the Client’s challenges on contact accuracy and quality of appointments, the team carried out their best effort to profile and update each contact information with each call, and took the opportunity to ask decision makers appropriate probing questions to uncover business needs. These were significant factors in generating high converting appointments.
To make these processes continuously run throughout the whole campaign period, the Callbox team employed the Callbox Pipeline Lead Nurture Tool which efficiently automated tasks that streamlined the workflow:
The Callbox Pipeline Lead Nurture Tool was vital in keeping the calling list accurate throughout the whole campaign duration, and broadened the chance for the caller to reach the right prospects at the right time, when they are most available to talk, thus resulting to a very impressive turnover at each end term:
1st term (3 months) – 49 appointments (4 seats)
2nd term (5 months) – 94 appointments (4seats)
3rd term (3 months) – 197 appointments
4th term (3months) – 360 appointments
“Another good one, good fit. Keep em coming. A little small, but they have the need for sure.”
“I’m happy with the leads for these past couple of days. Just had a call with (company) earlier and it was a very good call. Good job!”
“Another good call. Sending an initial proposal over now”
“There was a great improvement on the quality of the leads for the past couple of months.”
With Callbox’s skillful profiling methods, the Client now keeps a well-profiled list of contacts – customers who fully require collaborative commerce solutions; and through intensive probing, the team was able to uncover business needs. This has helped the Client tailor the best solutions for customers and get them to sign up for longer term contracts.
The Callbox multi-channel marketing campaign delivered a total of 700 appointments over a period of 14 months. Approximately 25% or 175 of these leads agreed to receive proposals and with a close ratio of 12%, the Client stands to gain a total of $1.3M worth of incremental revenue from Callbox-generated leads.
Currently, they are actively nurturing over 150 leads, and anticipating further success in the coming year.
The Client greatly acknowledges Callbox’s best efforts to unleash their business potentials and achieve their goals.
“It has allowed us to focus on what we do best instead of cold calling or generating lists. Callbox is very efficient in these areas and has economies of scale that we simply cannot produce on our own.”
A well-profiled contact list, high converting qualified appointments, upscaled sales revenue and long-term business engagements – all these have reversed the Client’s skeptical view on Callbox’s Multi-Channel Marketing Program from a mere “test” into a “trustful” business partnership.
Callbox’s Multi-Channel Marketing Program and Marketing Automation Platform: Partnering for 33% Sales Increase in Sydney IP Services
Product/Service: Internet Protocol Services
Campaign Type: Appointment Setting
An Australian-owned cloud, data center and connectivity provider operating in five of the Commonwealth’s six states has been facing an uphill battle acquiring new customers, especially its Sydney operations. To make things worse, its in-house sales and marketing departments were not equipped with the best tactics and tools to improve their bottom line. Soon, it came to Callbox for effective marketing solutions.
Dying to know how Callbox managed to leave the client in awe, and consequently earned a referral? Read on.
Callbox: Clear Connection to Leads for Managed Telco
Product/Service: Telecommunications Technology Provider
Campaign Type: Lead Generation
A major player in the telecommunications industry in Singapore, with clients from almost all sectors, wants to keep abreast and take advantage of internet protocol telephony technology to increase its client base without putting a dent on capital expenditure. Challenged by pressure to improve both ROI and customer acquisition, the client turned to Callbox.
Callbox knew exactly what to do: Use its proven lead nurture tool to complement its efficient multi channel lead generation program to reach more prospects, generate more leads, and improve the client’s revenue.
It’s not a question whether the campaign was successful. It’s HOW successful the campaign was. How did Callbox do it? Find out here.
Industry: File Transfer Appliance
A group of file transfer software experts from Germany founded this File Transfer Appliance Company in 1996 which later spanned to France and Singapore in 2007.
The company stands on a mission to offer the latest Hardware Technologies coupled with the leading Software Solutions as “Plug-and-Play” appliances designed for security problems and compliance tasks.
Location: Singapore & Malaysia
Industries: Oil & Gas, Architecture firms, Precision Engineering firms, Property Developers, Advertising Media or Graphic Design Houses, Large Manufacturing companies, Government-linked companies, Lawyers, Health, Pharmaceutical companies, and Building and Construction.
Annual Turnover: More than SG$ 2 Million
Employee Size: More than 20
Target Contacts: Directors, Business Owners, IT Managers, Person in Charge of IT
The target criteria have remained the same since the campaign started running until the last month.
Campaign Type : Lead Generation
The campaign’s initial run in April 2011 mainly focused on the Singapore market. The client preferred to cater to companies that send out big files. These are companies that have worldwide presence and do site-to-site file sending, or those that require file-sharing with their resellers or customers.
The initial campaign production delivered 19 leads. Such number was instrumental to the client’s positive decision to renew for another campaign that was even more impressive with 34 leads. Since then, the team continuously worked on for the lead generation campaign. The number of leads fluctuated but nevertheless quality was maintained at its best. The following campaign period brought in 28 leads with positive contacts at 63%, the next with 26 leads at 50% positive contacts, followed by another month with 35 leads at 71% positive contacts, and proceeded to another renewal month with 14 leads at 71% positive contacts and the last month with 23 leads at 76% positive contacts.
As the Singapore database was close to being exhausted, Callbox proposed to the client to divert its focus to other countries. In 2012, Malaysia came into the picture and kicked off with 30 leads in the 1st run, and went on alternately running MY and SG markets for the rest of the campaign period, with 18-20 leads per month, renewing contract after contract of 3 or 6 months, until the final leg in May 2015.
Quality vs. Quantity
The campaign required the Callbox team more effort compared with the other campaigns. The leads that were passed were strictly qualified based on the set criteria, which were subjected to the client’s scrutiny and approval.
The 4-year run made the most of its target database of contacts. Towards the end of the last 2 months of the campaign, both the Malaysia and Singapore databases went all in, as both target markets have been saturated, yet the campaign was still able to produce 18 leads at the least.
What A Difference It Has Made
This is one of the most successful and longest running campaigns in Callbox. But how was this huge success achieved?
The client truthfully engaged himself with the campaign by sharing full product knowledge with the team by conducting a thorough training on the product specifications, features and usage benefits.
The Callbox team had a first-hand experience of the product as they were able to practically navigate its interface which helped the calling agent efficiently position the offer to the prospects. These best practices also made the leaders effectively coach the caller on the challenges encountered in the calls, making them able to easily address issues that arise from day to day calling.
All available resources in Callbox were utilized.
Calling, sending of emails and other marketing resources like the social media were substantial to the exceptional results of the campaign.
Definitely, this campaign has made history with Callbox.
The Client is a private company of internet marketers, web designers and developers, and web technology experts providing a wide range of internet solutions to various internet-based companies. Its online business solutions include web design and applications development, internet marketing, project consulting, e-commerce, and interactive development.
Over the years, the Client was performing well with its own sales team dialing for prospects and closing sales. Though their services were known to be superior in the industry, and repeat business was substantial, they found that they had to devote too much of their limited time to prospecting for leads. The Client needed to find a more productive way of generating business leads and face-to-face appointments without consuming the time allotted for presenting product demos and closing sales.
The Client had the following specific objectives:
After thorough planning and consultation, the Client decided to experiment with outsourcing for the first time, and chose Callbox as a strategic enterprise partner.
The Callbox Solution
The Client came to Callbox to develop and launch an initial three-month cold calling campaign as a pilot project to see if they could produce a sufficient number of leads to increase sales. The campaign began with a thirty-minute coaching session conducted by the Client and attended by a Callbox agent, team leader, and an account manager. Callbox’s broad experience in lead generation and appointment setting for all types of internet business solutions allowed the team to quickly recognize the particular needs of this client’s campaign.
Callbox used the script provided by the Client to create various sets of customized proposition messages to best fit the various industry sectors targeted in the campaign. This made the campaign largely unscripted but more personal and highly effective to each target sector. Callbox capitalized mostly on its own contacts database to identify potential prospects and increase the number of contacts of senior level targets.
The first campaign was launched in April 2010. Every Thursday, the Client was provided with weekly activity reports on pipeline and lead activity, appointment dates, and the overall campaign status.
The campaign was successful and extended the three-month pilot project into a nine-month rolling deal.
The Client is set to recontract in January to formulate its plans for 2011.
The Client is a certified Microsoft Partner, and Australia’s leading technology broker and retailer of a wide range of brand name technology products. It operates an online store serving a wide client base composed of corporate organizations, academic institutions, government sectors, and resellers throughout the country.
The Client was seeking an outbound telemarketing partner to promote its IT products and generate leads for its inside sales team. Highly technical in nature, the Client required domain expertise to handle inquiries confidently, and the ability to capture and communicate the technical details of each call.
Rather than risk a costly trial-and-error with “generic” telemarketers from unfocused lead generation companies, the Client hired Callbox due to its capability to provide technically sound telemarketers with relevant experience in the IT field.
The Callbox Solution
At the kick-off meeting the Client was able to speak with each facet of the Callbox team: an account manager, a research and data analyst, two experienced Callbox agents, their team leader, and a quality analyst.
During the meeting, lead qualification criteria were discussed and set, and the potential clients were identified: IT managers, system administrators, infrastructure managers, procurement managers, and office managers. With the Client’s approval, Callbox developed a call guide, which was subsequently modified according to the Client’s ongoing store promo and type of campaign.
Despite the technical nature of the campaign, the team, confident in its ability and readiness, started calling in July 2010. The first campaign targeted Microsoft users with near-term requirement for software licensing or upgrade to any of the latest versions of Microsoft applications such as Office, Exchange, Sharepoint, and Project 2010. Satisfied with the results, the Client re-contracted for two more projects to endorse its HP server trade-in and Lenovo Thinkpad promos. Callbox averaged 250 calls per day, from 9AM to 6PM, Monday through Friday.
The Client made clear that regular reporting was crucial. Reports were delivered daily so that its salespeople could respond promptly to appointments and other actionable statistics. Each call was recorded and rigorous data quality checks were employed at every stage of the campaign to ensure perfect execution of every task.
In all campaigns, contacts were asked if they might have pending requirements for the product, and if they would be interested in receiving a quote. Information requests were processed without delay via PipelineCRM’s Save&Send feature which allowed Callbox agents to send the Client’s brochures and price quotes without leaving the calling interface or the momentum of the shift. To make best use of every call, uninterested contacts were offered a monthly price list of the Client’s products, and their e-mails were obtained for the Client’s database.
During the 3-month campaign, Callbox was able to deliver a strong pipeline of warm leads, freeing the Client’s time for meeting with sales-ready customers.
With such a surge in leads and appointments, the Client decided to pause the campaign for a minimum of two months in order to accommodate all the new opportunities.