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:
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:
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:
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:
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.
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.
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:
The campaign also performed very well in terms of account-based KPIs:
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.
With more FinTech startups joining Southeast Asia’s growing P2P remittance market, players in this space are turning to more proactive customer acquisition strategies to sustain their growth momentum.
Having secured $2.2 million in seed funding and handling more than $1 million in monthly remittance transactions, the Client seeks to expand the number of active users of its flagship app. Currently, the company’s online P2P money transfer platform caters mainly to migrant workers sending money to Southeast Asian countries such as the Philippines and Indonesia.
The company maintains an in-house database of prospects collected through its list-building initiatives and opt-in campaigns. But as the list steadily grew, the company’s sales team has only been able to convert only a small percentage of the prospects into sales opportunities.
The problem came down mainly to reps not being able to promptly follow up on enough leads, leaving a huge number of potential customers practically uncontacted. Plus, many of the prospects that got contacted turned out to be a poor fit with the company’s target customer profile.
It was clear the Client needed more manpower to handle the tasks of initially contacting and screening prospects. Accordingly, the company decided to outsource much of these activities to a third-party provider and let their reps focus on the final steps in the conversion process.
THE CALLBOX SOLUTION
The Client chose Callbox because of the latter’s experience in B2C financial services and its track record of implementing integrated phone and email outreach campaigns which closely matched the company’s specific requirements.
A plan was drawn up for a one-month campaign that would run each January or February to coincide with the company’s seasonal sales activity. As of writing, the project has completed two full months and is currently in its third. Each campaign involves three key steps:
Step 1: Profiling the Client’s in-house list
Step 2: Pre-qualifying each contact
Step 3: Following up and nurturing leads
The project has now wrapped up a total of two campaign months, with the first campaign completed in January of 2017 and the second in February last year. Based on the KPIs specified by the Client at the outset, the project has so far produced very good results: 201 booked appointments and 67 completed leads.
The Callbox team was also able to profile 2,147 records from the Client’s in-house list and maintained response rates of 31% for phone calls and 17% for emails throughout the two campaigns.
The Client continues to partner with Callbox, and the project is about to launch its third full campaign month.
Expat-Focused Financial Planning Firm Expands in Niche SG Market
The Client offers several lines of financial planning services to expats currently working and residing in Singapore. The firm’s client portfolio primarily consists of UK expatriates, which has seen a steady year-over-year growth since its inception. The Client has also received a number of industry awards and recognition as one of Singapore’s leading and most trusted financial advisory groups.
In 2016, the firm underwent administrative and operational streamlining. One area impacted by the changes was customer acquisition. The new business development strategy assigned prospecting and nurturing responsibilities into a single in-house team, which sometimes resulted in the same individual doing the tasks of researching prospects, screening contacts, booking introductory meetings, and following up on opportunities.
The client wants its business development team to concentrate on bottom-of-funnel activities, so that they can devote more time and effort to crucial points in the conversion funnel. The firm plans to delegate most activities in its current prospecting process to a reputable third-party provider.
• Completed a highly successful campaign for an SG financial advisory group targeting a niche market
• Enhanced quality of sales conversations by enabling the Client’s in-house team to concentrate on bottom-of-funnel engagement
• Accelerated the Client’s conversion cycle through a combination of personalized emails and targeted calls
THE CALLBOX SOLUTION
The Client chose Callbox after evaluating a number of options, citing Callbox’s extensive project portfolio of Singapore campaigns along with its flexibility to seamlessly integrate into the Client’s ongoing business development workflow.
Callbox then closely collaborated with the Client to develop a campaign plan that combines personalized email touches with targeted phone calls to:
Some key campaign activities include:
Callbox carried out the campaign until all records in the Client’s list were contacted and followed up. It took the team two months to complete the project. Most of the campaign’s initial stages were spent on email outreach. Some key results of the campaign’s email marketing activities include:
The campaign’s 46 qualified appointments began trickling in near the end of the first month (17 appointments) and increased in the second month (29 appointments), as warm contacts during the email outreach phase started converting into qualified prospects.
While the Client hasn’t specified how much of the 46 phone appointments it expects to close as new customers, the Client says the quality of conversations with the Callbox-supplied opportunities has prompted an upward adjustment to its pipeline growth forecast.
The accounting expert serves as an integral extension of its clients, ensuring all tasks are accurately completed. However recently, competition became fierce as competitors started to offer equally interesting services and even used enticing branding images which made the Client indistinguishable from its industry peers.
The Client decided on offering a FREE-TRIAL to target customers. Well aware that this required expertise in pursuing prospects and getting them to agree to meet with the Client’s consultants to discuss signing up for the free trial, the Client searched for an appointment setting company that best fit their needs and chose Callbox.
• Validated and updated contact details via Customer Profiling campaign.
• Filtered active contacts and identified the most appointment-ready key-decision makers and those who were interested to discuss, via the Pipeline Lead Nurture Tool
• Reached and spoke with prospects at their most convenient time via Callbox’s SMART Calling system
THE CALLBOX SOLUTION
Callbox ran a Customer Profiling campaign along with Appointment Setting to update the Client’s database and to build a new set of qualified prospects.
1. An initial email copy which contained news releases about the Client’s FREE TRIAL offer were sent to target customers.
2. Active emails from prospects who responded, clicked links and visited the Client’s company website were saved for follow-up calls.
3. Responses also gave the Callbox team the opportunity to filter the most available prospects to touch base with via the CTA link (scheduling
option) in the email copies.
4. Bounces were filtered and saved for follow-up calls for the agents to update as they speak with the prospect.
RESULTS AND RETURN ON INVESTMENTS
The first four weeks were the busiest days of the campaign period as the Callbox team was juggling between getting together a fitting list of contacts to profile and setting appointments with those contacts at the same time, but successfully delivered 11 solid appointments.
Between the 5th and 8th weeks, with the Callbox team effectively done with the initial calls, follow-up calls came out more productive as most of the prospects the team spoke with were already knowledgeable of the free trial and have learned of the service’s benefits from other prospects via testimonial videos linked through the follow-up emails. This phase of the campaign generated 13 more appointments for the accounting expert.
The last 4 weeks (9th to 12th) had the Callbox team equally busy but more delighted as follow-ups that were nurtured during the start of the campaign eventually converted into appointments and impressed the Client with 15 appointments at the closing.
The Client is among the country’s many credit repair and debt relief companies offering Part IX Debt administration, which are services that help customers handle debt and avoid personal bankruptcy. The Client is looking to expand its share of this growing sector with its unique value proposition centered around having “the fairest fee structure in the market” as well as its reputation as an established industry player.
While there are ample opportunities to increase its customer base for debt agreement solutions, the Client also faces a number of hurdles when it comes to marketing and promoting these services.
Regulations related to the aggressive marketing of debt agreements and cases of misrepresentation by other debt relief providers have made finding potential customers even more challenging.
Accordingly, the Client decided to focus its debt agreement marketing initiatives only on individuals who have already expressed some level of interest in its other loan services and have communicated with the Client in the recent past. This ensured that the target prospects are not entirely cold while, at the same time, providing the Client with the needed information to refine the outreach effort.
Based on these initial requirements, the Client was able to come up with a list of potential customers to target with its debt agreement offer. The plan called for the Client’s in-house consultants to contact qualified prospects and find out how its solutions fit with their current financial situation.
To maximize their consultants’ productivity, the Client opted to hire the services of a third-party provider for carrying out the initial touch points and qualifying activities. The Client chose Callbox because of the latter’s experience in planning and executing Australia-wide lead generation campaigns as well as its roster of clients in the heavily-regulated financial services sector.
• Carried out a successful targeted B2C campaign in a heavily-regulated industry
• Hit campaign targets consistently throughout the entire nine-month duration
• Outperformed B2C benchmarks in terms of reach and response rates
THE CALLBOX SOLUTION
The Callbox team put together a phone-based lead generation program designed for a B2C campaign. Due to the nature of the project (i.e., aimed at consumers), it was determined that the best approach would be to engage prospects solely through live conversations without integrating other channels into the mix.
The main goal of the campaign revolved around identifying prospects willing to find out more about how the Client could help them in their current financial situation. Some key activities of the lead generation campaign include:
1. The client provided the Callbox team with records tobe contacted. The list only included individuals who have interacted with the Client in the past such as through a loan application. As is standard practice in Callbox campaigns, the list was thoroughly profiled and validated before being used.
2. Campaign materials and collaterals, including call scripts, were produced in close consultation with the Client to ensure compliance.
3. Agents qualified every prospect with probing questions that identified their suitability and willingness to further engage with the Client’s debt counselors. Prospects having personal debt, net assets, and disposable income within a given range were tagged as qualified leads.
The entire campaign ran for a total of nine months or 198 days (at 22 days/month) given that the Client renewed its contract with Callbox several times after the initial pilot phase. The following table shows a monthly breakdown of some key indicators throughout the campaign duration:
Additionally, the campaign was able to yield the following metrics in terms of activity, reach, and response:
• Reach rates of up to 55% with an average of 31%. By comparison, a reach rate of 15% is considered acceptable while 30% is quite good.
• Response rates of over 18% with an average of 11%, which is in line with phone prospecting benchmarks of 9% to 10% for this type of list.
All in all, the nine-month campaign produced a total of 505 qualified leads handed over for further engagement with the Client’s in-house consultants. By the Client’s own estimates, between 70% to 80% of the leads are expected to become customers within six months after the campaign. As such, the Client is looking to potentially generate around 354 to 404 new customers for its Part IX Debt Agreement dministration services.
Basically, the Client’s job is to bridge a connection between Chinese financial consultants and companies planning to bring their businesses offshore via financial conferences. These businesses could either be companies from neighboring countries in Asia like Singapore that would want to be educated on how to bring investments to Hong Kong, or Hong Kong-based companies that would like to expand their businesses to other regions.
The Client prides itself in being recognized as the leading media company in Hong Kong that is able to get every financial summit they launch jampacked with attendees. The leads generated from such impressive attendance numbers, however, are a different story. Since its inception in 2010, the Client’s events have had subpar lead turnout at only 10-20% warm follow-ups and those interested to discuss further out of the total number of attendees. Others were just curious to hear what the meeting was all about and didn’t really have the need for offshoring.
At that point, the Client realized that they needed a more targeted audience who have the need for education on offshoring and equally interested to engage further with their services. There was added pressure to expedite the project since a series of summits were already on the approving stage and were ready to take off anytime once scheduled were finalized.
The challenge was, the Client didn’t have the proper tools and processes to use to address their need – to profile their target attendees and gauge the need to be educated, and uncover the genuine interest for offshoring opportunities.
THE CALLBOX SOLUTION
Callbox designed a multi-channel marketing campaign with the help of the Callbox Pipeline Lead Nurture Tool that fully addressed the Client’s needs. The following activities were simultaneously ran throughout the campaign duration – exerted with best effort by both Callbox and the Client.
Both the Callbox team and the Client regularly convened to discuss the successes and challenges encountered in the campaign. This was the venue where specific action plans were laid down to be understood by everyone in the team and carefully structured to address challenges and even avoid repetition of the course. Aside from the regular meetings, Callbox utilized the integrated features of the Callbox Pipeline, particularly its Lead Nurture Tool to send real time updates to the Client such as appointment schedules and confirmation emails.
The multi-channel marketing campaign concluded with stellar results.The Callbox team delivered 19 confirmed appointments which scored 30% turnout from the total number of attendees. These were prospects who were profiled and identified to have both the interest on offshoring and the need to be educated . In addition to the the appointments, 38 warm follow-ups were prospects for confirmation of attendance whether they or their representatives will attend and there were 48 who requested for more information – these were prospects who, with thorough probing, were identified to have the need for education and interested in offshoring opportunities but decisions were held pending due to some matters for further discussion.
The leading media company was perfectly happy with the campaign turnout. With Callbox’s multi-channel marketing campaign, the Client’s list of customers were properly profiled and filtered according to need and interest in the Client’s services. The summit that included the 19 confirmed attendees produced a number of leads that were converted into current customers and are successful investors in their chosen region.
The Client has an in-house team in Hong Kong which supports its marketing activities in Asia, seeking decision makers of S$20M companies. In order to increase the volume and value of sales, the Client needed to build an intelligent prospecting campaign focused on sales-ready prospects. Since it lacked commercially available data to support this activity, the Client partnered with Callbox to segment its market and create a database of targeted prospects. However, after speaking with a Callbox sales rep, the Client was impressed with the company’s telemarketing capability so it signed up for a three-month Appointment Setting and Database Profiling campaigns.
The objective of this campaign was two-fold:
THE CALLBOX SOLUTION
Callbox set up a telemarketing team for a two-phase campaign: Database Profiling and Appointment Setting. The Client personally selected and trained the agents assigned to the calling campaign and the target decision makers were identified: HR and Finance Managers. Callbox telephoned contacts in the Client’s database to identify companies in Singapore whose indemnity insurance was up for renewal.
Callbox then embarked on an outbound telemarketing campaign to arrange office meetings between qualified prospects and the Client’s outside sales reps. Appointments were qualified based on the Client’s criteria:
As the campaign progressed, the Client narrowed down the lead qualification criteria in order to capture larger prospects with near-term requirements. The target size for Corporate Benefit was changed from 50 to 100 full-time employees and for Corporate Risk Insurance, from S$20 million to S$50 million companies. The Client also required that proximity of renewal dates should not be longer than three months from the time of call. Prospects whose renewal dates were longer than three months were profiled and entered into the Client’s database for tracking and future follow-ups.
One challenge encountered during this campaign was frequent cancellation of meetings because the Client did not have enough sales reps to accommodate the growing number of new appointments. To remedy the situation, Callbox prepared weekly schedules of appointments for the Client to review and approve. The Client worked closely with Callbox to provide feedback and updates.
One month into the campaign, Callbox delivered a total of 19 qualified leads and 897 profiled records with one Callbox agent achieving a contact rate of 30%. Surprised with so many leads after just one month, the Client decided to hire two more agents but to restrict the lead qualification even further, going after only the most promising prospects. This generated a total of 26 highly qualified leads and 1,698 profiled records.
Pleased with these results, the Client renewed its contract and expanded its campaign to five seats for six months. By the end of the third month, Callbox was able to profile 12,749 records and deliver 186 highly qualified sales leads. The campaign is currently in progress and the Client plans to use Callbox’s services for other long-term projects.
The Client needed a way to help all their Managing Consultants who head each regional office across the country in bulking up their sales pipeline.
THE CALLBOX SOLUTION
The Client approached Callbox to conduct an aggressive telemarketing campaign that would fill their calendars with qualified appointments on a daily basis. Starting with a test campaign for one location in November of 2005, Callbox now conducts the appointment setting campaign for 14 of the Client’s 19 locations including its head office in Arizona.
To meet the Client’s requirements, Callbox decided to assign a personal appointment setter to the Main Specialist for each location. Appointments are set based on a detailed script and strict qualifying criteria provided by the Client including:
Callbox appointment setters then e-mail the prospect companies copies of the Client’s marketing collateral and Statement of Qualifications.
Appointments are then delivered via PipelineCRM, an online CRM tool developed by Callbox especially for clients with distributed offices and disparate territories. This enables consultants and specialists to access their up-to-date sales pipeline anytime, anywhere, maximizing their time to develop new business. Sales people can follow-up the appointments even when the Specialists are not available, making sure no leads fall through the cracks.
Callbox experienced appointment setters coupled with the Callbox online appointment setting tool allowed the Client to concentrate on their core business-delivering exceptional property tax consulting services rather than cold-calling and managing each sales person.
The Client now enjoys: