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Ongoing ABM Campaign Lifts Potential ARR by $785K for FinTech SaaS Firm (Featured Image)

Ongoing ABM Campaign Lifts Potential ARR by $785K for FinTech SaaS Firm

CASE STUDY



Ongoing ABM Campaign Lifts Potential ARR by $785K for FinTech SaaS Firm


THE CLIENT



Client Information

ABOUT
The Client develops and maintains a cloud-based platform that facilitates supply chain financing transactions. The company primarily targets enterprise-level businesses in a number of industries throughout Southeast Asia.



TARGET AREAS
Singapore and Malaysia

TARGET INDUSTRIES
Manufacturing, Wholesale Trade, Retail Trade

TARGET PROSPECTS
Procurement Manager, Sourcing Manager, Accounts Receivable Manager, Accounts Payable Manager, Controller, Managing Director, CFO, IT Manager, CIO, CTO


THE CHALLENGE



The Client is a fast-growing Singapore-based FinTech company with more than six years of experience partnering with enterprise businesses in Southeast Asia. The company operates a cloud-based platform that helps large enterprises improve cash flows and tap into a pool of working capital through a full menu of supply chain financing options:

  • Reverse factoring
  • Invoice financing
  • Inventory financing
  • Payable extension
  • Payable discounting
  • Supplier payments

Last year, the company started implementing an ABM program to help them better identify high-priority accounts in their target markets. With half a decade’s worth of customer data under their belt, the Client was able to reliably determine some key qualities about their most promising target accounts:

  • Accounts with the highest lifetime values (LTVs) tended to come from manufacturing, retail, and wholesale trade industries.
  • Top accounts also were more likely to have been processing invoices manually or through a legacy system prior to switching over to the Client’s platform.
  • Nearly all won deals involved reaching out to three different decision-maker segments: managers in charge of procurement and invoicing, stakeholders concerned about company’s cost management and financial performance, and technical managers who want a secure and reliable platform.

The Client’s ABM program also specifies the need to outsource their top-of-funnel activities, including prospect research and initial outreach.

By the company’s own estimate, a third-party agency will greatly augment the company’s understaffed internal team, which currently generates an average of nine discovery meetings per month. Plus, the Client also thinks outsourcing will free up a big chunk of sales and marketing agents’ schedules, giving them more time to follow up and work on promising deals.

But first, the Client had to find a marketing company with the right expertise and resources to help them:

  • Scale up the search for accounts that closely resemble their top customers
  • Connect with all three decision-maker groups that impact buying decisions
  • Generate the right number of sales appointments to support their target pipeline growth
HIGHLIGHTS
  • Launched an account-based appointment setting campaign to support the Client’s ABM customer acquisition efforts
  • Enhanced the quality and quantity of information about the Client’s target accounts and decision makers
  • Added more than $780,000 in new ARR into the Client’s sales pipeline
CAMPAIGN RESULTS

ABM Appointment Setting Campaign Results


THE CALLBOX SOLUTION



After reviewing proposals from several marketing providers, the Client signed up for Callbox’s account-based appointment setting service. The Client noted that the program met all their requirements, and that Callbox already had an extensive track record of success with FinTech companies in the APAC region.

From the outset, the Client made it very clear they wanted a long-term partnership. That’s why a pilot three-month campaign was first carried out to learn the best ways to move things forward. After the test campaign, Callbox and the Client went ahead with full implementation, which is still ongoing today.

Callbox’s account-based appointment setting campaigns consist of three main activities. Some of the key highlights include:

Account Research and Selection

Key firmographic qualities include: workforce of at least 500 employees; annual revenues of $50 million or more; engaged in manufacturing, retail, or wholesale trade in Singapore and Malaysia.

As for technographics, the Client’s top-tier accounts were companies that rely on either manual processes or on-premise software to handle procurement, invoicing, and cash flow management.

The Callbox team then prepared the target account list using a combination of Callbox’s in-house database and external data sources.

Account and Prospect Profiling

  1. There were three decision-maker groups targeted in the campaign: end users (managers in charge of procurement and invoicing), economic buyers (CFOs, controllers, etc.), technical buyers (IT managers, IT directors, CTOs, CIOs, etc.).
  2. The Client specified additional prospect characteristics to help the Callbox team pinpoint the right decision makers from each target account.
  3. All contact details and information were screened by a database QA team and submitted to the Client for review before being used in the campaign.

Multi-touch, Multi-channel Outreach

The Callbox team followed a unique lead nurture path and personalized messaging strategy for each of the three decision-maker groups.

The lead nurture paths combined phone, email, and LinkedIn touches which were scheduled and executed using a dynamic outreach cadence.

Callbox’s own CRM platform, Pipeline, helped orchestrate the different outreach activities and kept the Client up-to-date on the campaign’s progress.


RESULTS



At time of writing, the campaign has now completed 10 months of appointment setting activities and is gearing up for the eleventh month. Throughout that time, the whole effort has consistently hit key objectives.

On a per-channel basis, the campaign recorded mostly better-than-expected results including:

  • Phone: 37% decision maker reach rate
  • Email: 29% open rate, 5% CTR, 8% reply rate
  • LinkedIn: 42% InMail reply rates, 92 new connections

The campaign also performed very well in terms of account-based KPIs:

  • Accounts touched: 4,978
  • Average touches per account: 5.1
  • Average contacts per account: 3.3

Overall, the entire campaign has booked a total of 181 discovery meetings (sales-qualified leads) for the Client so far. That works out to around 18 qualified appointments each month, which is twice what the Client’s in-house team could produce by themselves.

According to the Client, their reps can convert 20% of discovery meetings into proposals and turn 70% of proposals into new customers. With an average annual subscription revenue of $31,000 per customer, the Client can potentially close $785,000 in new annual recurring revenue from the appointments generated in this campaign.



ICT Leader Aced More Than A Thousand New Leads With Callbox’s ABM Appointment Setting Program (Featured Image)

ICT Leader Aced More Than A Thousand New Leads With Callbox’s ABM Appointment Setting Program

CASE STUDY



ICT Leader Aced More Than A Thousand New Leads With Callbox’s ABM Appointment Setting Program


THE CLIENT



Client information

ABOUT
As a multinational company and one of the world’s top ICT brands, the Client specializes in advanced electronics technology. It’s core business focuses on fusing hardware, software and services to open up wider possibilities for businesses and consumers alike.



TARGET INDUSTRIES
All Industries

TARGET PROSPECTS
IT Managers, IT Directors, CTO, CEO


THE CHALLENGE



The Client has more than four decades of ICT experience and leadership. It started with service-oriented technologies and has kept the battle in its hands until it lost bearings in 2011 due to management hit-or-miss and tough market competition.

The ICT magnate saw a decline in their revenue and sagging interest from their customers with competitors’ rapid release of mobile devices that made them seem invisible in the market.

Although several innovations were launched to snatch their target customer’s interest back, the problem continued for a couple of years, resulting to difficulty in promoting their new line of products. This called for the client to outsource some of its functions, particularly sales and marketing.

HIGHLIGHTS
  • Successfully completed a 6-month Malaysia-wide, appointment setting campaign for an MY-based ICT company
  • Revived the Client’s marketability through proven targeted outbound account-based strategy
  • Exceeded key objectives in terms of best-fit accounts and highly-interested sales contacts delivered
CAMPAIGN RESULTS

Appointment Setting Campaign results


THE CALLBOX SOLUTION



Callbox and the Client built a detailed plan for a two-term account-based appointment setting campaign.

The thrust was for Callbox to get the Client’s sales specialists appointments with relevant IT purchase stakeholders, B2B prospects that have a need to purchase servers or PCs within three to six months time.

Account Research and Selection

  1. The Client specified target industries, employee size, decision makers and number of users.
  2. Callbox refined the Client’s ideal customer profile (ICP) which served as a basis for identifying which companies best qualify as target accounts.
  3. Callbox then compiled a list of potential accounts to target, which was reviewed and accepted by the Client.

Account and Contacts Profiling

  1. The Client provided buyer persona profiles of prospects they want the outbound campaign to engage. The profiles consisted of detailed demographic and firmographic segmentations.
  2. Two buyer personas were designated as the campaign’s primary targets: mid-level IT managers or directors and C-level IT decision makers.
  3. The master contact list was segmented based on these two personas and further grouped according to industry, business size, and technologies in use.

Multi-touch, Multi-channel Outreach

  1. The campaign combined phone and email channels to maximize engagement with the target prospects.
  2. The touches were carried out based on a combination of calling and email marketing interactions with live agents.
  3. Messaging (used in scripts, email copies, page content, ad copies, etc.) was tailored according to the buyer personas and contact segments.

RESULTS



The six-month campaign exceeded all key objectives set for the project: individual channels, main activities, and overall campaign.

The campaign produced the following results:

  • Average appointments per day: 8
  • Decision maker reach rate: 39%
  • Accounts touched: 59,103
  • Average touches per account: 3.35
  • Total emails delivered: 21,164

Overall, the six-month campaign produced a total of 1,248 qualified appointments (sales-qualified leads).

The appointments delivered were best-qualified. Although the Client did not specify, they confirmed that the bulk of the leads were converted into new accounts.

Callbox was able to establish a good working relationship with the Client which resulted to two referrals from them.



Account-Based Appointment Setting Puts Business IT Firm in Front of Best-Fit Customers (Featured Image)

Account-Based Appointment Setting Puts Business IT Firm in Front of Best-Fit Customers

CASE STUDY



Account-Based Appointment Setting Puts Business IT Firm in Front of Best-Fit Customers


THE CLIENT



About the Client

ABOUT
The Client provides managed IT and IT consulting services to manufacturing, industrial, food and beverage, and media organizations throughout the United States. The company specializes in IT support, advisory, cloud, procurement, and networking solutions.



TARGET INDUSTRIES
Manufacturing, Industrial, Media, F&B

TARGET PROSPECTS
IT Manager, IT Director, CIO, CTO


THE CHALLENGE



Since 2014, Callbox has been a key partner in the Client’s customer acquisition program. The Client outsources much of its prospecting activities to Callbox and receives the bulk of its outbound leads and appointments from Callbox campaigns carried out regularly throughout the year.

During the campaign for the second half of 2018, Callbox implemented an account-based appointment setting strategy. This was in support of the Client’s recent adoption of an ABM approach for acquiring new business.

With ABM, the Client aims to capture high-value deals by engaging multiple contacts in an organization. According to the Client, they’ve observed that IT buying decisions now have to pass through different layers of decision makers. Oftentimes this means reps need to speak to multiple roles within the target company just to get their foot in the door.

The Client wanted Callbox to help them initiate this process, so that their reps can focus on moving the sales conversation forward. As a result, Callbox’s role grew to include market research, account selection, account profiling, and targeted outreach.

HIGHLIGHTS
  • Successfully completed a 6-month U.S.-wide multi-channel, account-based appointment setting campaign for a CA-based IT company
  • Complemented the Client’s ABM efforts with a seamless pivot to a targeted outbound account-based strategy
  • Exceeded key objectives in terms of best-fit accounts and highly-interested sales contacts delivered
CAMPAIGN RESULTS

ABM Appointment Setting Campaign Results


THE CALLBOX SOLUTION



Callbox and the Client worked out a detailed plan for a six-month account-based appointment setting campaign. The plan applied Callbox’s proven multi-touch, multi-channel outreach capabilities to connect with multiple relevant IT purchase stakeholders in the target accounts. The campaign consisted of three main activities:

Account Research and Selection

  1. Callbox helped analyze and refine the Client’s ideal customer profile (ICP) that served as basis for identifying which companies to include as target accounts.
  2. The Client indicated specific industries, annual revenues, employee size, technologies in use, and other business characteristics that their best-fit accounts had.
  3. Callbox then compiled a list of potential accounts to target, which was reviewed and accepted by the Client.

Account and Prospect Profiling

  1. The Client provided buyer persona profiles of prospects they want the outbound campaign to engage. The profiles consisted of detailed demographic and firmographic descriptions.
  2. Two buyer personas were designated as the campaign’s primary targets: mid-level IT managers and C-level IT decision makers.
  3. The master contact list was segmented based on these two personas and further grouped according to industry, business size, and technologies in use.

Multi-touch, Multi-channel Outreach

  1. The campaign combined phone, email, LinkedIn, and PPC channels to maximize engagement with the target prospects.
  2. The touches were carried out based on a combination of automated lead nurturing and interactions with live agents.
  3. Messaging (used in scripts, email copies, page content, ad copies, etc.) was tailored according to the buyer personas and contact segments.

RESULTS



The six-month campaign met all the key objectives set for each level of the project: individual channels, main activities, and overall campaign.

In terms of individual outreach channels used in the campaign, the Callbox team delivered the following results:

  • Phone: 32% decision maker reach rate
  • Email: 38.3% open rates, 9% CTRs, 5.5% reply rates
  • LinkedIn: 30% InMail reply rate, 201 new connection
  • PPC: 2.9% CTR

The three main account-based campaign activities produced the following:

  • Accounts touched: 7,909
  • Average touches per account: 19.2
  • Average contacts per account: 3.5

Overall, the six-month campaign produced a total of 89 qualified appointments (sales-qualified leads) and 134 marketing-qualified leads (MQLs).

Since the qualified appointments represented best-fit, highly-interested opportunities, the Client expected to convert the bulk of these into new accounts, though they did not specify their forecast.

The Client continues to have Callbox as a marketing partner. Currently, Callbox is running a new six-month account-based appointment setting campaign for the Client



Long Term B2C Client Taps into Steady Flow of Appointments [Case study]

Long-Term B2C Client Taps into Steady Flow of Appointments


CASE STUDY



Long-Term B2C Client Taps into Steady Flow of Appointments


THE CLIENT



Long Term B2C Client Taps into Steady Flow of Appointments [About the client]

ABOUT
The Client installs and replaces windows and doors for homes and residential units. With its headquarters located in Edmonton, Alberta, the company primarily targets homeowners throughout Alberta, Saskatchewan, Ontario, and other Canadian provinces.



TARGET DECISION MAKERS
Homeowners


THE CHALLENGE



The Client has been a Callbox customer since 2014. Callbox handles most of the activities in the Client’s outbound prospecting program.

At the time the Client started working with Callbox, the company had a fairly extensive coverage of key areas in their primary markets of Alberta, Saskatchewan, and Ontario.

The early campaigns that Callbox launched for the Client were aimed at expanding the company’s presence in newer locations throughout these provinces. Around two years into the partnership, the Client shifted their marketing focus toward expanding across Canada.

The Client was very particular with the depth of product knowledge that the agents assigned to the project held. The Client had prior experience with a different provider that focused the messaging strategy on the Client as an organization but underemphasized the company’s products and benefits.

In addition, the Client also wanted Callbox’s appointment setting solution to seamlessly integrate with the company’s processes and technology stack. In particular, the client made it clear that the outbound campaigns should sync up with their internal CRM tool.

HIGHLIGHTS
  • Launched an ongoing targeted B2C appointment setting program for a window and door replacement company based in Canada
  • Delivered a consistent flow of qualified appointments each month for over 5 years now
  • Grew the Client’s prospect database with new contacts and updated fields
CAMPAIGN RESULTS

Long Term B2C Client Taps into Steady Flow of Appointments [Campaign results]


THE CALLBOX SOLUTION



Callbox planned and carried out phone-based outbound appointment setting campaigns for the Client. The project’s main objective is to hand off qualified prospects with a very high degree of interest in the Client’s window and door installation services.

The campaign activities broadly fall into two main categories: prospect research and phone outreach.

Prospect Research and Profiling

1. The company sells to homeowners within a specified income bracket and age group. This was initially limited to the company’s primary markets of Alberta, Saskatchewan, and Ontario but was later expanded into other Canadian provinces.

2. The Client provided its own prospect list, which the Callbox team supplemented with additional records and updated fields.

3. Most of the new contacts that Callbox provided have been acquired through research. These new records were reviewed and approved by the Client before being used.

Phone Outreach

1. The campaign team’s calling agents contacted prospects and determine their interest in the Client’s services with a series of probing questions. Contacts who were planning to replace their window or door, plus agreed to meet with a rep for a free estimate, were tagged as success calls.

2. To ensure that calling agents had adequate product knowledge, product training and call simulations were done prior to the project. The Client also regularly reviewed call scripts and recordings to see if their product-level value proposition was maintained in the calls.

3. Callbox tailored each outbound campaign to meet the Client’s changing requirements, scaling up the manpower and resources allocated to the project as needed. When the target locations grew to include other provinces in Canada, Callbox assigned an additional calling agent and another data specialist to the campaign team.


RESULTS



The campaign team has been able to maintain a positive response rate of at least 34% and a monthly list growth rate of 3%.

The appointment setting program is still ongoing and has now completed more than five years of targeted outbound B2C campaign activities for the Client.

On average, Callbox hands off 318 qualified appointments to the Client’s reps each month. The campaign team has also been able to maintain a positive response rate of at least 34% and a monthly list growth rate of 3%.

The Client is very satisfied with the results of the program so far and continues to partner with Callbox.



Gym-Software-Firm-Gets-Pipeline-in-Shape-After-3-Month-Callbox-Program

Gym Software Firm Gets Pipeline in Shape After 3-Month Callbox Program


CASE STUDY



Gym Software Firm Gets Pipeline in Shape After 3-Month Callbox Program


THE CLIENT



Gym-Software-Firm-Gets-Pipeline-in-Shape-After-3-Month-Callbox-Program-client

ABOUT
The Client develops and provides membership management software designed for fitness clubs and wellness centers. The company targets gym facilities of all sizes, as well as single-location and multi-site fitness chains throughout the United States and Canada.



TARGET INDUSTRIES
Gyms, Fitness Facilities, Health Clubs, Wellness Centers
TARGET PROSPECTS
Fitness Club Owner, Fitness Center Manager, Fitness Director, Gym General Manager, Operations Manager, Assistant Manager


THE CHALLENGE



The Client offers a very competitive fitness club management platform that handles operations, memberships, sales, and back office processes. But the market for this type of software in North America is also highly saturated, with more than 50 major vendors operating in the same segments as the Client.

The company approached Callbox to help execute the outbound portion of their marketing program. They already had a very effective digital marketing process in place, but was dragged down by chronic underperformance in their sales development efforts.

Internally, the Client generated around six sales meetings on average each month. As the number of new customers continued plateauing, the company wanted to at least double the opportunities entering their sales pipeline.

The Client understood that reaching this target would need substantial commitments in manpower and other resources. The new pipeline targets would require them to ramp up their direct outreach volumes and expand their marketing database. That was why they partnered with Callbox.

HIGHLIGHTS
  • Planned and deployed a multi-channel appointment setting program for a software company that targeted gyms and fitness clubs throughout the US and Canada
  • Used targeting and segmentation strategies that improved engagement and overall results
  • Accelerated pipeline growth by up to 3.7 times the baseline rate
CAMPAIGN RESULTS

Gym-Software-Firm-Gets-Pipeline-in-Shape-After-3-Month-Callbox-Program-results


THE CALLBOX SOLUTION



Callbox and the Client worked out a campaign plan for a three-month appointment setting program. The campaign’s primary objectives were:

  • Research and profile potential customers from the Client’s target segments
  • Introduce the Client’s offer to the right decision makers in the company
  • Qualify prospects based on fit and interest
  • Schedule qualified prospects for a discovery call with the Client’s reps

To achieve the campaign objectives, Callbox carried out the following activities.

Building and Refining the Target List

To guarantee the quality of data to be used in the campaign, the list underwent thorough customer profiling, which involved manually validating and verifying each database record and field.

1. The campaign targeted gyms and fitness clubs throughout the US and Canada, reaching out to persons in charge of gym operations, memberships, facilities, and administration.

2. The Client provided records from their in-house prospect list, which the Callbox team expanded and enriched with additional contacts.

3. The target list was further divided into six segments which represented five major wellness chains and one category for the other fitness centers.

Combining Phone and Email Outreach

1. The campaign used a combination of phone and email touch points to engage the target prospects.

2. Emails worked well at initiating contact, sending out sales collaterals, and following up with prospects throughout the outreach cadence.

3. Phone calls enabled direct, one-on-one conversations with the target decision makers, giving the Callbox team the right channel to nurture, qualify, and convert contacts.

Nurturing, Qualifying, and Converting Leads

1. The team carried out the outreach cadence with the help of Callbox’s suite of CRM and marketing automation tools found in Pipeline CRM.

2. Pipeline CRM also enabled real-time tracking and campaign management for both the Callbox team and the Client.

3. All campaign materials including call scripts, email templates, and landing pages were created by Callbox and approved by the Client.


RESULTS



The campaign was able to generate 3.7 times more appointments than their internal sales development efforts

Overall, the three-month campaign helped the Client meet their pipeline growth targets. In addition, each key campaign area (database profiling, email outreach, and phone-based conversations) exceeded the campaign requirements.

Email activities produced delivery rates of 98%, open rates of 33%, click-through rates of 11%, and reply rates of 7%.

The campaign handed over a total of 66 qualified appointments (sales-qualified leads), or an average of 22 qualified appointments each month. This number means that the campaign was able to generate 3.7 times more appointments than their internal sales development efforts.




CS_OTH_B2B-Logistics-Brand-Seals-3-High-Value-Deals-from-Callbox-Campaign

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


CASE STUDY



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


THE CLIENT



ABOUT
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.



TARGET INDUSTRIES
Miscellaneous Retail, Household Furniture, Internet Retailers (Electronics and Appliances)

TARGET PROSPECTS
Logistics Coordinator, Procurement Manager, Operations Manager, Shipping Manager, Home Delivery Operations Manager, C-level, President


THE CHALLENGE



With over 40 years in the business, the Client has already established a reputation as a leading logistics provider in most of the segments it operates in.

The company has recently been ramping up its presence in the “last mile” delivery market. This was marked by a series of specialized logistics services rolled out during the last three years, which were aimed at helping traditional retailers and ecommerce companies streamline their home delivery operations.

To support its push into the U.S. home delivery space, the Client had put together a “full spectrum” marketing plan. The primary strategy combined a number of digital and outbound channels deployed throughout their conversion funnel.

During planning, the Client had also decided to divide the marketing activities between its internal team and an outside marketing agency. A third-party vendor would handle most of the early-stage prospecting and lead generation activities, while the company’s in-house agents took care of activities further down the funnel.

Specifically, the Client wanted the outside marketing firm to carry out the following roles:

  • Look for retail businesses with a strong fit
  • Contact key persons in charge of logistics and home delivery operations
  • Screen them further with additional qualifying requirements
  • Schedule qualified contacts for an introductory meeting
HIGHLIGHTS
  • Completed a highly successful US-wide appointment setting campaign for a B2B logistics provider
  • Maximized engagement and conversions through a combination of phone, email, LinkedIn, and AdWords touch points
  • Enabled Client to improve presence in new market segment with 3 new sales deals worth $6 million, plus other high-value opportunities in the pipeline
RESULTS WITHIN TWELVE WEEKS


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

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

Reaching out and engaging prospects

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

Nurturing and converting opportunities

  1. Each touch point with a prospect was scheduled and triggered based on a defined lead nurturing cadence.
  2. 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).
  3. 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:

  1. Phone: 17% decision maker reach
  2. Email: 15% open rate, 11% reply rate
  3. LinkedIn: 44% connection acceptance rate, 34% InMail reply rate
  4. 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.



Niche Consulting Firm Gains Solid Foothold in High-Growth SG Market


CASE STUDY



Niche Consulting Firm Gains Solid Foothold in High-Growth SG Market


THE CLIENT



CS_OTH_Niche-Consulting-Firm-Gains-Solid-Foothold-in-High-Growth-SG-Market-client

ABOUT
The Client is a multinational consulting company that offers intangible asset management and valuation services. The scope of their practice covers patents, copyrights, trademarks, and other forms of intellectual property. The company works with manufacturing and technology companies in Australia, New Zealand, the United Kingdom, and United States.



TARGET INDUSTRIES
Manufacturing, IT

TARGET PROSPECTS
CEO, CFO, CTO, Founder, Director, Head of Innovation/Acquisition, Finance Manager

TARGET AREAS
Singapore


THE CHALLENGE



Intangible assets (such as patents, software, content, brand name, and digital property) account for a greater portion of the value of a business today. In Singapore, intangible assets now make up at least a third of local companies’ value, up from 20% in 2010.

The Client is looking to strengthen its presence in the Singapore market, where the rapid expansion in businesses’ intellectual property (IP) portfolios has created strong demand for many of the Client’s services.

Much of this growth has been driven by increased R&D activity in Singapore’s manufacturing, engineering, and technology sectors—which are also the Client’s main target industries.

To support their planned Singapore expansion, the Client has implemented a comprehensive marketing strategy that involves direct outreach with key decision makers from companies that strongly fit their customer profile.

Right from the outset, the Client had decided to outsource this component of their marketing plan, laying down clear requirements for what they wanted their service provider to meet:

  • Extensive marketing experience in Singapore’s manufacturing, technology, and IT sectors
  • Ability to provide highly-targeted access to relevant companies and contacts
  • Proven track record of success in terms of sales impact
HIGHLIGHTS
  • Launched two highly-successful appointment setting campaigns for a consulting firm in Singapore’s manufacturing and tech sectors
  • Delivered 140% of Client’s target number of qualified appointments
  • Helped the Client carry out their expansion plans in the Singapore market
CAMPAIGN RESULTS

Appointment Setting Campaign Results


THE CALLBOX SOLUTION



The Client selected Callbox as their outsourced partner after extensive discussions with different marketing agencies. According to the Client, Callbox was able to show how they leverage their years of experience marketing in Singapore’s manufacturing and tech industries, including a couple of successful campaigns that resulted in new customers for other consulting firms.

Based on the Client’s objectives and requirements, Callbox determined that the best approach would be an integrated appointment setting campaign. The Client agreed to a three-month pilot program, which was then renewed for another three-month term after initial results met the Client’s expectations.

Profiling Target Customers and Contacts

  1. The Client’s target companies included medium-sized manufacturing, technology, and IT companies in Singapore with 50 to 499 employees and annual revenue of $5 million to $50 million.
  2. The key contacts were made up of CEOs, CFOs, CTOs, finance managers, IT directors, and decision makers in charge of R&D.
  3. Most of the contact records were obtained from Callbox’s internal leads database, while other records were acquired via research.

Multi-Channel Outreach

  1. The campaign reached out to the target prospects via phone, email and LinkedIn.
  2. Targeted emails and live phone conversations enabled the campaign to engage prospects on a one-on-one basis.
  3. LinkedIn helped warm up and profile prospects throughout the campaign.

Multi-Touch Lead Nurturing and Conversion

  1. The touch points were scheduled and performed based on a nurturing cadence that matched the campaign requirements, which started with an intro email and continued with a sequence of phone and email follow-ups alongside LinkedIn activities.
  2. The cadence’s primary goal was to qualify interested prospects as well as book phone and in-person meetings.
  3. The nurturing cadence was automated and managed using Callbox’s Pipeline CRM tool.

RESULTS



The pilot campaign’s results exceeded the Client’s main requirement of generating at least 10 qualified appointments per month. In total, the pilot campaign delivered 43 qualified appointments (sales-qualified leads or SQLs) and 78 marketing-qualified leads (MQLs).

After the first three-month campaign, the Client renewed the contract for another three-month appointment setting program. At time of writing, the new campaign was wrapping up its third month and has produced a total of 37 qualified appointments and 67 MQLs.



Targeted Lead Generation Speeds Up SG Digital Marketing Firm’s Expansion


CASE STUDY



Targeted Lead Generation Speeds Up SG Digital Marketing Firm’s Expansion


THE CLIENT



About the Client

ABOUT
The Client is a digital marketing agency based in Singapore that specializes in social media marketing, email marketing, affiliate marketing, and PPC advertising. The company targets SMBs in the APAC and North American regions.



TARGET INDUSTRIES
Food & Beverage, Retail, Beauty/Cosmetics, Fashion, Travel, Mobile Apps, IoT, Hospitality, Entertainment, Consumer Processed Goods, Consumer Services, Consumer Electronics, Financial Services

TARGET PROSPECTS
Marketing Managers, Marketing executives, marketing directors, marketing assistant, brand manager, brand director, owner, social media manager, social media director, digital marketing manager, digital marketing assistant, digital marketing director, marketing strategist, digital strategist, events director, events marketing manager, events marketing, head of marketing, head of digital marketing, head of branding, co-founder

TARGET AREAS
Hong Kong and Singapore


THE CHALLENGE



As one of a handful of highly-specialized digital marketing companies in Singapore, the Client recently expanded into the influencer marketing space.

In 2017, the company unveiled their full-service influencer marketing package initially to the Hong Kong and Singapore markets. The Client was planning to follow this up with a full rollout in the rest of their APAC and North American segments in the next year.

The company wanted to accelerate the first phase of this expansion, so they decided to support their overall marketing efforts with targeted outbound tactics. The owner and CEO was convinced that outbound could be a “force multiplier” to inbound in terms of “scaling up direct touches.”

But with much of their expertise and manpower committed to the company’s core digital marketing business, the Client sought the help of third-party providers to handle the outbound campaign. The company looked at potential marketing partners that had:

  • Proven ability to reach their target businesses in their initial markets of Singapore and Hong Kong (and later in other APAC and North American locations)
  • Past experience handling campaigns in their priority industries
  • Demonstrated domain knowledge and marketing expertise in the Client’s services
HIGHLIGHTS
  • Completed a targeted appointment setting campaign to boost an SG digital marketing firm’s product rollout
  • Delivered results that significantly impact both funnel and pipeline growth
  • Enabled Client to start next phase of market expansion
CAMPAIGN RESULTS

Callbox Lead Generation for SG Digital Marketing Firm Results


THE CALLBOX SOLUTION



One of the Client’s longtime digital marketing customers recommended Callbox as a possible outbound provider. After a thorough review of each potential vendor, the Client went with Callbox, mentioning how the latter “scored highly” in all the criteria they laid out.

A three-month appointment setting campaign was then planned and implemented. The campaign’s main goal involved driving awareness and booking sales meetings for their recently-launched influencer marketing platform. Some key campaign activities include:


Building an Accurate, Targeted Marketing Database

  1. For the campaign, the Client wanted to target Singapore and Hong Kong companies from a range of consumer-facing industries, with 10 to 500 employees.
  2. The target contacts consisted of decision makers in charge of marketing, branding, and sales.
  3. The list was compiled using both Callbox’s in-house database and additional desk research.

Identifying Interested Leads and Scheduling Sales Appointments

  1. The campaign team used phone, email, and LinkedIn touches in an integrated outreach cadence.
  2. The messaging strategy was crafted to capture how the Client’s new influencer marketing platform’s key benefits solve the target customers’ pain points.
  3. Probing questions gauged each prospect’s level of fit and interest. Prospects who wanted to know more about the platform were counted as completed leads, while those who agreed to meet with reps from the Client were tagged as qualified appointments.

Managing Prospects and Maximizing Conversions

  1. The Client was provided with access to Pipeline CRM, Callbox’s lead management and marketing automation tool, which helped them oversee the project and monitor progress in real-time.
  2. The Campaign team leveraged various functions and features in Pipeline CRM to nurture prospects and maximize engagement.
  3. Callbox handled all aspects of the campaign—from preparing campaign materials, to continuous testing and improvement.


RESULTS



The three-month campaign ran for a total of 66 days spanning much of Q3 2018 and early October of that year. The results met the Client’s expectations in a number of key performance areas:

  • 48 qualified appointments (which the Client considered near-term sales opportunities)
  • 80 completed leads (which the Client will still transfer to their sales team but require more follow-ups)
  • 116 requests for information (which represented significant marketing funnel growth)

Given these results from the initial campaign, the Client wants callbox to handle its upcoming outbound initiatives for the next stages of its expansion.



SaaS HR Firm Speeds Past Sales Pipeline Growth with Callbox [CASE STUDY]

SaaS HR Firm Speeds Past 2.5x Sales Pipeline Growth with Callbox


CASE STUDY



SaaS HR Firm Speeds Past 2.5x Sales Pipeline Growth with Callbox


THE CLIENT



SaaS HR Firm Speeds Past Sales Pipeline Growth with Callbox [The Client]

ABOUT
The Client is the Singapore office of a cloud-based HR software solutions provider headquartered in Japan. The company’s main offering is its on-demand, subscription-based time attendance software used by more than 9,500 companies and 600,000 users throughout Asia.



TARGET INDUSTRIES
Construction, Manufacturing, Wholesale Trade, Retail Trade, Services, Logistics

TARGET PROSPECTS
HR Manager, IT Manager, Finance Managers, CEO, Owner

TARGET AREAS
Singapore and Malaysia


THE CHALLENGE



Building on the success of its cloud-based time attendance management solution, the Client recently rolled out a more internationalized version of its flagship product. As of February 2018, the current platform served 9,500 companies with over 600,000 users, mostly located in Japan.

To accelerate its customer acquisition initiatives, the Client sought to expand into several key Southeast Asian countries. The Client’s own research indicated a strong potential for tight product-market fit in the region, placing Southeast Asia as the next major growth driver for the company.

By providing an open API that allowed global customers to integrate any payroll system with the Client’s suite of HR software solutions, the company aimed to bring its product portfolio in front of a broader group of potential customers.

But first, the company needed help with a key part of their customer acquisition strategy: direct outreach. The Client relied both on inbound and outbound marketing channels to capture and convert prospects, but they felt their outbound efforts could use a boost.

Before partnering with Callbox, the Client’s marketing team was generating an average of 6 booked appointments for their sales reps per month. The Client decided to outsource their outbound activities instead of hiring full-time staff to handle prospecting, so that the company could assign their internal people into lead nurturing and lead conversion roles.

HIGHLIGHTS
  • Designed and launched a targeted appointment setting campaign for a cloud-based HR software company
  • Helped the Client’s expansion push into Southeast Asian markets
  • Contributed 2.5x faster sales pipeline growth
RESULTS WITHIN 5 MONTHS

SaaS HR Firm Speeds Past Sales Pipeline Growth with Callbox [Campaign Results]


THE CALLBOX SOLUTION



Callbox has a long track record of planning and managing successful targeted marketing campaigns for B2B SaaS companies in Southeast Asia. That was one of the main reasons why the Client chose Callbox from a shortlist of marketing agencies.

A pilot three-month campaign was first carried out to gauge the program’s impact on the Client’s sales pipeline. With the pilot run’s results exceeding all key targets, the Client gave the go-ahead for a one-year appointment setting program, which is wrapping up its fifth month at time of writing.

Callbox created an integrated appointment setting strategy that combined phone, email, and LinkedIn touch points. The program consists of three main campaign activities:

Identifying and profiling potential customers

  1. Callbox and the Client worked out the specifics of the target companies and relevant decision makers based on the Client’s ideal customer profile (ICP).
  2. The Client wanted to target construction, manufacturing, wholesale trade, retail trade, services, and logistics companies in Singapore and Malaysia with at least five employees.
  3. From the specifications, a list of HR, IT, Finance, and other key managers was prepared and submitted to the Client for approval.

Carrying out multi-touch, multi-channel outreach

  1. The Callbox team designed and executed an outreach cadence consisting of targeted emails, one-on-one sales conversations, and LinkedIn marketing.
  2. The touch points were initially set based on the project’s objectives and timeline, and later fine-tuned according to campaign results.
  3. The overall program was carried out by a dedicated team that had in-depth experience in marketing campaigns for SaaS solutions, with each channel handled by specialists.

Qualifying, following up, and verifying prospects

  1. Agents engaged the target decision makers through live conversations designed to gauge fit and interest.
  2. The outreach cadence also included nurture paths for following up prospects and ensuring that all booked meetings took place as scheduled.
  3. The entire project was managed using Callbox’s marketing tech stack which is powered by Pipeline CRM (Callbox’s proprietary CRM tool).

RESULTS



The program has now completed a three-month pilot run and is now finishing up the fifth month of the main (one-year) phase. The results so far have consistently exceeded the Client’s targets, and the sales appointments Callbox generated have significantly expanded the Client’s pipeline.

The initial three-month test campaign yielded a total of 51 qualified appointments, which was 8.5 times more than what the Client could produce. Meanwhile, the main phase of the program has delivered 65 qualified appointments as of press time.

This means that, throughout the engagement so far, Callbox has managed to hand off an average of 15 qualified appointments per month, which is almost 2.5 times what the Client’s in-house team can generate.

Aside from appointments, the two campaign phases also yielded 161 completed leads, which are prospects that match the target customer profile but require further nurturing by the Client’s in-house team.



Branding-Consultancy-Grows-in-SE-Asia-with-New-Prospects-and-Event-Attendees (Featured Image)

Branding Consultancy Grows in SE Asia with New Prospects and Event Attendees


CASE STUDY



Branding Consultancy Grows in SE Asia with New Prospects and Event Attendees


THE CLIENT



Branding-Consultancy-Grows-in-SE-Asia-with-New-Prospects-and-Event-Attendees-THE-CLIENT

HIGHLIGHTS
  • Launched a Southeast Asia-wide campaign that connected with top-level marketing decision makers
  • Handed off 124 warm prospects and 9 qualified appointments
  • Registered 36 event attendees; 4x more than targets

ABOUT
The Client is an NYC-based brand management consulting firm with a global customer base. The company offers brand strategy, research and analytics, brand valuation, corporate identity, brand intelligence, brand engagement, packaging design, and naming services.

The Client was founded in 1974 and now ranks among the biggest branding companies in the world. The company has more than 1,500 employees and a network of 35 offices across 26 countries. Its latest reported annual revenues exceeded $185 million.



TARGET DECISION MAKERS
Directors, Head and Senior Managers of Marketing / Branding / Corporate Communications / Public Relations / Advertising


THE CHALLENGE



In 2013, the Client’s Singapore office signed up for a three-month pilot appointment setting campaign with Callbox. The company wanted to outsource some of their prospecting responsibilities, so that their in-house team could focus on opportunities further downstream.

Right around the same time, the Client was also ramping up its direct marketing activities across Southeast Asia. The company had a number of inbound and outbound marketing initiatives for driving awareness and demand toward its brand management solutions.

One of these was direct outreach activities that targeted various executive and senior-level marketing-related roles at Southeast Asian companies. The main goal of these efforts typically included profiling key accounts and booking introductory meetings for the Client’s consultants.

The Client also hosted live events as part of its customer acquisition strategy. These were usually 1-hour, invitation-only seminars on branding-related topics held at different locations in the region. The target attendees for these in-person events also consisted of senior marketing and sales decision makers.


THE CALLBOX SOLUTION



Callbox worked with the Client to put together a campaign plan that included three months of appointment setting and one month of event marketing (Call-to-Invite) activities, along with thorough customer profiling.

Appointment-Setting

The Callbox team carried out a multi-channel appointment setting program for the Client that used targeted phone conversations combined with email, social media, and online touch points. The goal was to schedule prospects for an initial “brand health checkup” with a strategy director from the company.

The campaign connected with CEOs, CMOs, directors, marketing managers, and other persons in charge of PR and branding at companies in Indonesia, the Philippines, and Thailand.

  1. Callbox assigned a dedicated campaign team of calling agents, email marketing and social media specialists that had relevant experience in the Client’s target segments.
  2. The campaign team prepared all campaign materials, including email copies, call scripts, and prospect list.
  3. The Client’s point persons monitored the campaign through Pipeline, Callbox’s lead management tool.

Call-to-Invite

During the appointment setting effort’s last month, the Callbox team also ran a Call-to-Invite campaign. The goal was to increase attendees to a number of lunch and dinner seminars hosted by the Client in Singapore and Bangkok later that year.

  1. Callbox added more agents to help carry out the Call-to-Invite activities.
  2. The pre-event cadence included email, phone, and social media touch points.
  3. The Callbox team assisted in event registration, confirmed attendees, and reengaged prospects after the seminars.


RESULTS



Callbox registered 36 event attendees—more than four times than the target.

Going into the appointment setting campaign, the Client’s main metrics included number of qualified appointments and number of hand-raisers (warm prospects). As for the Call-to-Invite campaign, the primary KPI was number of registered attendees.

The campaign generated a total of 9 qualified appointments from the target areas of Indonesia, the Philippines, and Thailand. The campaign also produced a total of 124 warm prospects for the Client.

There were a total of 36 registered attendees handed off in the Call-to-Invite campaign. These included 33 registered attendees for the Client’s Thailand seminars (which was more than four times what the company had targeted for Callbox).



Callbox-Boosts-Event-Turnout-for-Cloud-Provider-Hands-Over-1000-New-Prospects( Featured Image)

Callbox Boosts Event Turnout for Cloud Provider, Hands Over 1,000+ New Prospects


CASE STUDY



Callbox Boosts Event Turnout for Cloud Provider, Hands Over 1,000+ New Prospects


THE CLIENT



Callbox-Boosts-Event-Turnout-for-Cloud-Provider-Hands-Over-1000-New-Prospects-The-Client

HIGHLIGHTS
  • Carried out 3 successful event marketing campaigns for the Client
  • Generated 353 total registered event attendees
  • Added 1,050 new prospects to the Client’s pipeline

ABOUT
The Client is a San Francisco, CA-based software company that provides cloud computing solutions to enterprise and business users. The Client primarily offers an on-demand customer relationship management (CRM) platform, where subscribers store customer data, track sales opportunities, and collect customer insights.

The Client also develops other subscription-based solutions for meeting businesses’ needs throughout the customer life cycle, as well as provides a full suite of development integration services.

Founded in 1999, the Client now remains the clear leader in the CRM space with a 20% market share. As of 2017, The Client has around 30,100 employees across its global offices and annual revenues of more than $8.4 billion.


THE CHALLENGE



As a leading brand in the CRM market, the Client regularly organizes and hosts in-person events throughout different parts of the world. These tradeshows and conferences, including its annual flagship event, typically draw huge numbers of attendees and receive extensive media coverage.

For its Asia-Pacific calendar, the company had a series of live events lined up for 2017. These events—which were scheduled for January, April, and July—would showcase the Client’s insights on how top-performing marketers succeed with customer-centric strategies driven by digital tools.

The Client planned to host each of the events in both Singapore and Hong Kong, targeting CMOs, marketing directors, sales directors, marketing managers, and other persons in charge of marketing and sales at organizations based in the two cities. The three events included separate programs for SMB and mid-market/general business (MMGB) audiences.

The company partnered with Callbox after being introduced by one of Callbox’s long-time clients in the software space. The Client intended to add targeted, one-on-one outreach into the event promotion mix, and wanted to see how Callbox’s Call-to-Invite package would be able to help boost registrations for its January event.

The initial campaign’s results met the company’s expectations, and The Client decided to work with Callbox for the April and July live events.


THE CALLBOX SOLUTION



A Call-to-Invite campaign was planned for each of the three events. The three campaigns combined email outreach and live phone conversations to engage attendees and prospects throughout the event cycle.

STEP 1. LAYING DOWN THE GROUNDWORK

Prior to the start of each campaign, callbox closely worked with the Client to thoroughly prepare for the Call-to-Invite activities:

  1. Hand-picked and briefed the campaign team, which included calling agents and email specialists
  2. Created the Client’s account on Pipeline, Callbox’s lead management platform, and integrated The Client’s event partner Revolution 360 into the loop
  3. Developed the campaign collaterals, including email templates and call scripts which were reviewed by the Client
  4. Compiled the target list based on the Client’s ideal attendee profile (table below shows record counts for all three campaigns)

Callbox-Boosts-Event-Turnout-for-Cloud-Provider-Hands-Over-1000-New-Prospects-COUNT-A

Callbox-Boosts-Event-Turnout-for-Cloud-Provider-Hands-Over-1000-New-Prospects-COUNT-B

STEP 2. CONTACTING AND INVITING POTENTIAL ATTENDEES

The pre-event outreach cadence started one month prior to each scheduled conference. The Callbox team segmented potential attendees according to location (Singapore or Hong Kong), business size (SMB or MMGB), and target industry.

  1. Launched the pre-event cadence with initial email invites
  2. Followed up the initial emails with phone calls and another batch of targeted email send-outs
  3. Helped contacts complete the registration process
  4. Called up registered attendees two days before the event to confirm attendance

STEP 3. FOLLOWING UP AFTER THE EVENT

To maximize conversions, Callbox executed a post-event follow-up cadence after each conference.

  1. Sent a personalized thank-you email two days after the event
  2. Contacted attendees in order to screen them as qualified opportunities
  3. Reengaged registered attendees who were not able to attend as well as reached out to other contacts in the campaign

RESULTS



Going into each campaign, the Client focused on the number of registered attendees as the primary KPI to gauge the Call-to-Invite campaign’s success. The following table summarizes the number of registered attendees from the three campaigns:

Callbox-Boosts-Event-Turnout-for-Cloud-Provider-Hands-Over-1000-New-Prospects-RESULTS

In addition, the three campaigns also generated 1,050 new prospects for the Client. This consisted of 394 follow-ups and 656 requests for information.

The Client was very pleased with the results of the three Call-to-Invite campaigns. The first campaign exceeded their expectations that they increased the number of calling seats for the March-April and June-July campaigns. The company has also decided to continue partnering with Callbox for its upcoming Asia-Pacific events.



B2B-Events-Firm-Gets-Solid-Registrations-from-Long-Term-Partnership-with-Callbox

B2B Events Firm Gets Solid Registrations from Long-Term Partnership with Callbox


CASE STUDY



B2B Events Firm Gets Solid Registrations from Long-Term Partnership with Callbox


THE CLIENT



B2B-Events-Firm-Gets-Solid-Registrations-from-Long-Term-Partnership-with-Callbox-client

HIGHLIGHTS
  • Launched multiple successful campaigns for Asia’s largest B2B events organizer
  • Generated 1,207 registered attendees for one of the Client’s trade shows
  • Handed off a total of 1,249 warm prospects and 2,771 profiled contacts

ABOUT
The Client is a London, UK-based B2B events organizer with a portfolio of in-person exhibits, tradeshows, and conferences across various industries worldwide. The company also offers web and banner advertising services, B2B broadcasting and data services, as well as digital and print media services.

Founded in 1918, the CLIENT is widely considered to be one of the largest B2B events coordinator today, with 70 offices in 20 countries. THE CLIENT currently operates in two main service segments: one for events, and the other for general marketing services. The company is subdivided into three geographic units: Americas, Asia, and EMEA.

As of 2017, the CLIENT has over 3,500 employees and has reported annual revenues of more than $1.3 billion.


THE CHALLENGE



Since 2014, one of Singapore’s major professional and industry events organizer has been working with Callbox to help promote several of their B2B events in Asia.

When the Singaporean event company was acquired by the Client in 2016, Callbox remained the organization’s official marketing partner tasked with handling their portfolio of high-profile tradeshows and conferences, including:

EVENT A – An annual event billed as Asia’s largest conference for professionals and businesses in the global telecommunications industry that typically draws more than 40,000 attendees

EVENT B – A biennial trade event for the food and hospitality industry that features exhibitors from 70 countries and attracts more than 47,000 visitors

EVENT C – An annual international event that highlights trends in the professional audio, film, digital media, and broadcasting industries

EVENT D – A leading trade event and conference held every two years that showcases Asia’s oil and gas industry, attended by more than 18,000 visitors

EVENT E – A biennial industry event for Asia’s machine tools, precision engineering, and metalworking sectors that generates more than 12,00 attendees in event turnout

EVENT F – A paid, annual event that focuses on IT security and cyber threats, widely considered as the top InfoSec industry conference in Asia

While each event has its own unique requirements, the key challenge is to connect with the right number and the right kind of attendees to impact event turnout. Also, with so many live projects lined up in its calendar, the CLIENT faces very tight time tables to prepare and generate enough buzz for each event.


THE CALLBOX SOLUTION



Throughout its four-year partnership with the CLIENT and its Singapore subsidiary, Callbox planned and launched an end-to-end event marketing campaign for each of the live event mentioned earlier. With the exception of the infosec-focused conference, Callbox has ran multiple campaigns for each of these events.

Each campaign centered around using targeted outreach through a mix of different marketing channels (phone, email, and social media) to engage attendees and prospects at key points in the event process.

A. Setting up the campaigns

Before each campaign began, Callbox and point persons from the CLIENT worked out a campaign plan and completed the needed preparations.

  • THE CLIENT was assigned a campaign team that handled all aspects of the event marketing activities.
  • THE CLIENT reviewed the call scripts, email templates, and other campaign materials prepared by Callbox.
  • THE CLIENT also provided the list of target attendees which Callbox would update and profile (the next figures show record counts and target industries for each list):

B2B-Events-Firm-Gets-Solid-Registrations-from-Long-Term-Partnership-with-Callbox-records

B. Profiling and screening potential attendees

One month prior to each event, the team started the pre-event outreach activities. Aside from sending out invites, completing registrations, and confirming attendees, the Callbox team also scrubbed and cross-checked the target attendee list.

Since database profiling played a crucial role in each campaign’s success, Callbox devoted a great deal of time and resources to thoroughly validate and enrich each database record through desktop research combined with email and phone verification.

  1. THE CLIENT wanted the campaigns to focus on driving online pre-registrations and to collect deeper intelligence on each potential attendee.
  2. For the paid infosec event, Callbox coordinated with reps from the Client’s subsidiary to handle contacts who wanted to find out more about payment details and other information.
  3. The machine tools/precision engineering campaigns focused exclusively on data profiling.

C. Following up and converting prospects

The post-show re-engagement phase of each campaign was launched two days after the event. This step began with a personalized thank-you email and continued with a series of follow-up phone calls.

  1. Callbox prioritized registered attendees who came to the shows, and the team also reconnected with other prospects.
  2. Each contact was thoroughly screened based on the CLIENT’s requirements before hand-off.
  3. Throughout each campaign, the CLIENT kept track of each prospect’s status through Pipeline CRM.

RESULTS



In all, the campaigns generated the following results in terms of registered attendees and other KPIs:

B2B-Events-Firm-Gets-Solid-Registrations-from-Long-Term-Partnership-with-Callbox-results

To date, the CLIENT continues to partner with Callbox for targeted promotion of its in-person events. Callbox will be handling pre-event and post-event outreach for all upcoming conferences and exhibits hosted by the CLIENT in Asia.