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:
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:
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:
Given these results from the initial campaign, the Client wants callbox to handle its upcoming outbound initiatives for the next stages of its expansion.
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.
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
Carrying out multi-touch, multi-channel outreach
Qualifying, following up, and verifying prospects
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.
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 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).
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:
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.
STEP 3. FOLLOWING UP AFTER THE EVENT
To maximize conversions, Callbox executed a post-event follow-up cadence after each conference.
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:
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.
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.
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.
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.
In all, the campaigns generated the following results in terms of registered attendees and other KPIs:
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.
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.
Singapore is well-known for its high cost of vehicle ownership, making it an ideal market for car rental companies. The Client is one of dozens of rent-a-car providers competing in the lucrative corporate vehicle leasing segment, a sector which is currently undergoing some major developments.
The Client’s service portfolio includes both short-term and long-term car rentals, but with competition heating up in the business travel market for car rentals (especially with the entry of smaller boutique players via Singapore’s real-time online car rental booking platform), the company wanted to refocus its marketing efforts on long-term rental services, where the Client could better differentiate its offerings.
To maximize results for the new marketing initiative, the Client planned to concentrate its in-house resources on inbound activities, while letting a third-party provider handle the bulk of its outbound strategy. The Client expected this approach would allow them to redirect their internal team on more crucial stages of the sales process.
In 2013, the Client partnered with Callbox for a pilot three-month appointment setting program. After this initial campaign, the Client remained with Callbox until mid-2017, helping the company achieve key business milestones throughout the period.
THE CALLBOX SOLUTION
The campaigns carried out during the four-year partnership revolved around Callbox’s multi-touch, multi-channel approach at appointment setting. This involved contacting and nurturing high-value prospects through a sequence of phone and email touches made at critical times in the outreach cycle.
Each campaign’s main objective was to book phone appointments with qualified prospects on behalf of the Client’s reps, targeting procurement managers and HR managers from corporate offices across Singapore.
The entire project ran for 50 months (from June 2013 to July 2017) and met most of the objectives set by the Client. Going into the project, the company wanted to add 10 sales appointments, 20 leads, and 30 warm contacts per month. Here are the actual results of the whole engagement based on the target KPIs:
Overall, the Client was satisfied with the quantity and (more importantly) quality of the leads and appointments Callbox delivered. While the company gave no specific figures, the Client cited gaining a steady stream of opportunities and conversions as the main reason why it continued to work with Callbox for more than four years.
Mobile Platform Deepens Pool of Potential Merchant Partners in SG Campaign
Headquartered in South Korea, The Client established its Singapore office in 2012, providing a suite of integrated marketplace platforms tailored for the local online and mobile commerce segments. This included its flagship social discovery app launched in 2013 that allowed users to share and recommend places of interest in Singapore.
One of the app’s key selling points was that it featured an extensive network of merchant partners that actively engaged users with exclusive offers and promos. The app gave participating merchants an added channel for having real-time conversations with customers, improving brand visibility through user-generated content and micro-influencers, as well as gaining valuable customer insights and contextual marketing information.
Several months after releasing the app, the Client wanted to accelerate the growth of its merchant partner network in response to very positive user adoption numbers. This led the company to consider implementing targeted marketing tactics alongside its inbound marketing efforts.
But with little experience in direct marketing and much of its marketing resources already tied up in existing programs, the Client realized the best way forward was to work with a third-party provider that specialized in targeted outreach.
• Launched a multi-touch campaign that helped accelerate the Client’s partner acquisition efforts
• Increased the number of potential merchant partners from SG retailers in the Client’s pipeline
• Expanded both branding and revenue potential with high decision maker reach rates
THE CALLBOX SOLUTION
The Client chose Callbox after reviewing a shortlist of marketing agencies, pointing to Callbox’s long-term experience deploying successful campaigns in Singapore as the deciding factor.
Callbox and the Client then developed a campaign plan that combined emails and phone calls delivered as a sequence of multiple touches. The main campaign objectives included:
Callbox completed the campaign in six months (or 132 days at 22 days per month), and handed off a total of 129 qualified appointments and 302 verified leads to the Client.
Since the campaign followed a multi-touch cadence that started with email activities designed to initiate contact, the Callbox team only began generating appointments near the end of the first month. Once the nurtured contacts began converting, the campaign was able to consistently deliver between 18 to 25 qualified appointments each month.
The Callbox team also achieved a relatively high decision maker reach rate of around 24% and, by the end of the campaign, the team connected with a total of 3,045 decision makers.
The Client projected that 80% of the appointments generated in the campaign would convert into qualified sales opportunities, with 60% turning into signups. That translates to 62 potential new merchant partners for the Client’s social discovery app.
Third-party logistics (3PL) is the process of outsourcing part or all of a business’s supply chain and logistics operations to another company. As supply chains become more complex, many shippers now find it more cost-effective to work with 3PL service providers that take care of transport, warehousing, customs brokerage, and freight forwarding—instead of doing these activities in-house.
In Singapore, the 3PL market makes up over $3 billion (or 12%) of the country’s logistics industry, with the majority of providers competing in saturated segments such as automotive, retail, and electronics. For its part, the Client chiefly targets international freight forwarders and shippers from a wide range of industries.
As part of its effort to improve the company’s market position, the Client looked into expanding the outbound component of its customer acquisition program. The bulk of its lead generation initiatives were mostly tied up in inbound tactics, but the Client wanted a more proactive approach and a bigger role for outbound in its marketing mix.
The Client teamed up with Callbox to deploy an outbound prospecting program that would complement the company’s current marketing efforts. Under its existing strategy, the Client averaged 8 to 10 appointments each month, and the company wanted Callbox’s help to develop a new lead source and increase the flow of qualified prospects into their pipeline.
THE CALLBOX SOLUTION
Callbox and the Client worked out a plan for a three-month appointment setting campaign. The strategy implemented an outreach cadence that combined targeted email touches and live phone conversations with the main goal of identifying and scheduling qualified prospects for an introductory meeting with the company’s reps.
The three-month campaign met all the Client’s expectations, particularly in terms of the number of qualified appointments delivered and net new prospects added into the Client’s pipeline:
The first few touches in the campaign were spent warming up the target prospects and learning about their current logistics processes. Accordingly, it was only near the end of the first month when the campaign started converting prospects into leads and appointments.
The 45 total appointments generated in the three-month outbound campaign meant that the Client’s reps were now handling 2.5 times more sales meetings. The Client was very pleased with the results that they renewed for another campaign, targeting freight forwarders and shippers outside of Singapore.
At time of writing, the new campaign is in its 6th month, and the Client has added Callbox as a long-term marketing partner for its outbound prospecting initiatives.
Callbox Seamlessly Pivots Campaign as HR Software Firm Rebrands
With over 20 years’ experience providing award-winning recruitment software to the likes of Morgan Stanley, NBC Universal, and other high-profile customers, the Client recently underwent a major strategic pivot. The shift in focus sought to realign the Client’s various offerings in its US, UK, and APAC divisions under a single global identity.
As part of its new business direction, the company also unveiled a new suite of enhanced talent acquisition tools. This move aimed to further strengthen the Client’s position as a key technology partner for modern HR and recruitment teams.
To support its recent refocus and product rollout, the Client planned a series of marketing initiatives designed to:
The plan started out with Southeast Asia as its main priority. The company decided to look for a third-party agency that can help it quickly gain a foothold in all three markets
• Launched a 2-part, APAC-focused campaign that covered database profiling and appointment setting for a UK-based HR software company
• Kept campaign seamlessly on track as Client’s objectives shifted due to ongoing rebranding efforts
• Accelerated Client’s expansion into Singapore, Hong Kong, and Malaysia with qualified sales appointments, profiled contacts and potential accounts
THE CALLBOX SOLUTION
Callbox partnered with the Client and put together a campaign plan jointly with the company. The plan originally consisted of an event marketing phase and an appointment setting phase. The event marketing part of the campaign was intended to boost signups for the Client’s series of webinars scheduled for the second and third quarters.
But the company’s ongoing business pivot meant the campaign requirements could change at any time. Prior to the start of the event marketing phase, the Client decided to prioritize targeted opportunity generation through direct outreach instead of live events.
As a result, both Callbox and the Client agreed to replace event marketing with a thorough database profiling program for the campaign’s first stage. Without altering the campaign timeline or incurring delays, the Callbox team put together a revised campaign plan which the Client reviewed and approved well before the original starting date.
The two-part campaign has already completed the Database Profiling phase and is currently in the second month of the Appointment Setting stage. The profiling activities (which ran for one month) resulted in 565 contacts profiled and 147 potential accounts identified.
The campaign’s appointment setting leg has so far delivered 12 qualified appointments after one month of activities. Most of the appointments were generated near the end of the third week as the initial outreach and lead nurturing efforts done at the start of the program began converting.
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.
High-Growth SaaS Startup Boosts Momentum with Callbox Campaign
The Client helps SMEs better manage their fleet of land transport vehicles with its cloud-based logistics operations platform. The platform automates many of the challenges that businesses face in their logistics processes, such as handling job orders, tracking vehicles, allocating routes, planning schedules, and dispatching drivers.
Founded in 2012, the Client has experienced strong growth over the last three years, with annual revenues increasing 350% year-on-year. The company says around 100 organizations (including some Fortune 500 brands) across Southeast Asia now regularly use its system to process nearly 1 million delivery and pickup tasks.
After raising its seed round, the Client rapidly expanded its user base in Singapore and also gained additional subscribers in different locations across Southeast Asia. As part of its medium-term growth outlook, the company planned to increase its market share in Singapore and Malaysia, before focusing on Indonesia and other markets in the region.
With less than 50 employees (most of whom doing engineering roles), it was clear the company needed outside help in several business areas to let the company reach and sustain its revenue growth objectives. In particular, the Client wanted to outsource the time-consuming activities of researching potential customers and contacting them one by one for a sales appointment, which typically took up almost two-thirds of their reps’ time.
• Launched an integrated appointment setting campaign for a logistics SaaS startup that targeted SG and MY SMEs
• Helped the Client sustain its years-long high-growth performance
• Provided the Client with enough pipeline boost to meet a key business milestone
THE CALLBOX SOLUTION
The Client chose Callbox as its outsourced marketing partner, citing that Callbox’s extensive experience running successful campaigns for both cloud companies and logistics service providers in the APAC region gave Callbox the needed domain knowledge to operate in the Client’s target market.
Callbox and the Client then drew up a campaign plan for a three-month appointment setting program with the following goals:
The bulk of the three-month campaign’s activities were carried out during the closing quarter of 2017 and early January the following year. Since Callbox campaigns typically start with email outreach to gauge prospects’ readiness for a one-on-one sales call, the first 2 to 3 weeks saw mostly email marketing results:
The Callbox team started handing off appointments to the Client toward the end of the first month, and continued to deliver a steady supply of meetings throughout the remaining two months:
The Client received a total of 55 qualified appointments from the three-month campaign. While the Client did not indicate how much of these prospects are expected to convert into opportunities or customers, the company mentioned that the 55 qualified appointments provided enough boost to its pipeline to help it meet a crucial business milestone in time for its pre-series A funding round application.