The Client’s successes in the past did not leave them overconfident and content with their achievements but rather drove them to set their sights higher with plans for expansion of their services in the Southeast Asia by providing service to multinational IT and software companies. This objective was crystal clear but the tools and processes to run the project remained a gray area. This led the Client to look for a third party provider who possesses the expertise that would help them realize their plans. They considered partnering with a telemarketing company – specifically someone who has rich experience in events marketing campaigns and can provide a large and well profiled database for them.
Callbox was among three providers that were shortlisted by the Client but stood out to be their best choice in the end.
THE CALLBOX SOLUTION
The Client planned out a trade event for a giant IT firm. The objective was to gather as many attendees as possible and get interested prospects who would be good targets to follow up for succeeding events.
Callbox, known for its thought technology as a top lead generation provider, designed a multi-channel marketing campaign for the Client and employed the use of the Callbox Pipeline Lead Nurture Tool, a marketing automation tool that streamlines actions and communication between the Client and the targets, creating a seamless workflow for the Callbox team throughout the duration of the campaign.
The presentation of the whole idea of how the project will be ran was the very reason why the Client blithely chose Callbox over the other two lead generation providers.
The process was easy as counting 1-2-3:
The campaign officially registered 129 confirmed attendees for the giant IT company. But for this Marketing Consulting specialist, the successfully concluded campaign was just a start of even bigger things, for them the best thing was nurturing 150 warm follow-ups who are all possible attendees to upcoming events, and a rich database containing well-profiled and accurate contacts.
The event campaign saved the Client much time and money as they not only gathered a good number of attendees for the IT giant’s event but at the same time, currently reserves another batch of warm prospects for the next event that wouldn’t necessarily require much time and effort to follow-up.
In fact, as of press time, Callbox is set to launch another event campaign for the Client.
Despite working with some providers whom the Client relied on in getting new business, finding interested companies to engage with their services for the long term was a challenge. The Client figured out that the issue was rooted in two causes:
With the hope to find key solutions to the problem, the Client searched for another marketing provider – a lead generation/appointment setting company who can provide them with a list of accurate contacts and quality appointments with interested prospects who have the need for cloud integration and supply chain solution services, and who would most likely keep a long-term engagement with them.
THE CALLBOX SOLUTION
Past experiences with providers who delivered less qualified appointments have made the Client become quite skeptical about what Callbox’s multi-channel marketing campaign program can do to better their current business status. For them, the first 3-month campaign term they signed up was a “test”, but for Callbox, as always, it was a “commitment”.
In order to address the Client’s challenges on contact accuracy and quality of appointments, the team carried out their best effort to profile and update each contact information with each call, and took the opportunity to ask decision makers appropriate probing questions to uncover business needs. These were significant factors in generating high converting appointments.
To make these processes continuously run throughout the whole campaign period, the Callbox team employed the Callbox Pipeline Lead Nurture Tool which efficiently automated tasks that streamlined the workflow:
The Callbox Pipeline Lead Nurture Tool was vital in keeping the calling list accurate throughout the whole campaign duration, and broadened the chance for the caller to reach the right prospects at the right time, when they are most available to talk, thus resulting to a very impressive turnover at each end term:
1st term (3 months) – 49 appointments (4 seats)
2nd term (5 months) – 94 appointments (4seats)
3rd term (3 months) – 197 appointments
4th term (3months) – 360 appointments
“Another good one, good fit. Keep em coming. A little small, but they have the need for sure.”
“I’m happy with the leads for these past couple of days. Just had a call with (company) earlier and it was a very good call. Good job!”
“Another good call. Sending an initial proposal over now”
“There was a great improvement on the quality of the leads for the past couple of months.”
With Callbox’s skillful profiling methods, the Client now keeps a well-profiled list of contacts – customers who fully require collaborative commerce solutions; and through intensive probing, the team was able to uncover business needs. This has helped the Client tailor the best solutions for customers and get them to sign up for longer term contracts.
The Callbox multi-channel marketing campaign delivered a total of 700 appointments over a period of 14 months. Approximately 25% or 175 of these leads agreed to receive proposals and with a close ratio of 12%, the Client stands to gain a total of $1.3M worth of incremental revenue from Callbox-generated leads.
Currently, they are actively nurturing over 150 leads, and anticipating further success in the coming year.
The Client greatly acknowledges Callbox’s best efforts to unleash their business potentials and achieve their goals.
“It has allowed us to focus on what we do best instead of cold calling or generating lists. Callbox is very efficient in these areas and has economies of scale that we simply cannot produce on our own.”
A well-profiled contact list, high converting qualified appointments, upscaled sales revenue and long-term business engagements – all these have reversed the Client’s skeptical view on Callbox’s Multi-Channel Marketing Program from a mere “test” into a “trustful” business partnership.
In 1999, the Client partnered with Optus to wholesale Internet Protocol (IP) Services to middle-tier ISPs and voice service providers in Queensland, and extended its market to Sydney in 2006. The Sydney operation did quite well in the first five years, maintaining a good number of customers.
However, the following years saw the Sydney operation fall into a predicament. Annual ROIs barely moved up as in-house sales and marketing schemes became ineffective in acquiring new customers. The Client knew that in order to increase their clientele list, more advanced sales and marketing methods and tools were needed. But such requirement further led them to another challenge: they were not equipped with the best tactics and tools that would scale up the sales numbers.
After some foresightful study, the Client took a backseat from the situation and decided to outsource their sales and marketing efforts with Callbox.
THE CALLBOX SOLUTION
Callbox and the Client were a match made in heaven.
The first project was a single seat, 3-month appointment setting campaign that ran in a very modest, but effective way.
The database, containing specific zip codes from the Sydney area, was kept accurate by both Callbox and the Client by regularly washing and profiling the contacts. The process saved much quality time to reach more prospects with each call.
Along with the managed database, the Client worked closely with the agent by providing insights on how to carry out substantial pitches about the product’s benefits through promotions and great deals, while allowing the agent to keep her fundamental appointment setting skills, resulting to quality leads.
Moreover, the Callbox Pipeline marketing automation features like lead management, campaign monitoring and lead nurturing brought so much confidence to the Client. This dependable platform served as the sole reference for them to monitor prospecting calls, follow-up emails, and booked appointments, thereby, for most of the time, not requiring any further verbal discussion on campaign status and plans of action at all. As per the client, “it’s a neat diary”.
Through the Callbox multi-channel marketing program and the Callbox Pipeline, the team booked 24 appointments in the first two months of the the three-month campaign period – good news not only to the company’s directors but most especially to giant partner Optus. The said number of appointments represented a
significant 62% surge from their average leads percentage in the last three years.
But the best was yet to come…
On the 3rd month, things got off to a flying start as sale after sale came in.
September 4, 2014
“Hi Team, FYI, we are about to get our first large deal signed off. Thank you and your team for the fantastic result. Keep them coming!”
September 17, 2014
“Hi Team, I hope all is well. Some more good news, I have converted another lead this week. Please pass on my thanks to the team & keep
up the good work!”
January 21, 2015
“Team, What a great way to start the New Year! Thank you very much.”
Callbox’s multi-channel marketing program and the Callbox Pipeline were just exactly the perfect pairing of strategy and tool that the Client needed to achieve 33% sales increase in 6 months time. After two campaign periods that closed 3 large multinational deals, its web design sister company, signed up for a lead generation campaign with Callbox.
As per the Client, the achievement seeded their trust and confidence in Callbox, urging them to refer a friend company to sign up for an
appointment setting campaign in 2015. Interestingly, the referred peer is also an Optus partner like them, who said that the Client wished them to experience the same success they had with Callbox.
The campaign’s initial run in April 2011 mainly focused on the Singapore market. The client preferred to cater to companies that send out big files. These are companies that have worldwide presence and do site-to-site file sending, or those that require file-sharing with their resellers or customers.
The initial campaign production delivered 19 leads. Such number was instrumental to the client’s positive decision to renew for another campaign that was even more impressive with 34 leads. Since then, the team continuously worked on for the lead generation campaign. The number of leads fluctuated but nevertheless quality was maintained at its best. The following campaign period brought in 28 leads with positive contacts at 63%, the next with 26 leads at 50% positive contacts, followed by another month with 35 leads at 71% positive contacts, and proceeded to another renewal month with 14 leads at 71% positive contacts and the last month with 23 leads at 76% positive contacts.
As the Singapore database was close to being exhausted, Callbox proposed to the client to divert its focus to other countries. In 2012, Malaysia came into the picture and kicked off with 30 leads in the 1st run, and went on alternately running MY and SG markets for the rest of the campaign period, with 18-20 leads per month, renewing contract after contract of 3 or 6 months, until the final leg in May 2015.
Quality vs. Quantity
The campaign required the Callbox team more effort compared with the other campaigns. The leads that were passed were strictly qualified based on the set criteria, which were subjected to the client’s scrutiny and approval.
The 4-year run made the most of its target database of contacts. Towards the end of the last 2 months of the campaign, both the Malaysia and Singapore databases went all in, as both target markets have been saturated, yet the campaign was still able to produce 18 leads at the least.
This is one of the most successful and longest running campaigns in Callbox. But how was this huge success achieved?
The client truthfully engaged himself with the campaign by sharing full product knowledge with the team by conducting a thorough training on the product specifications, features and usage benefits.
The Callbox team had a first-hand experience of the product as they were able to practically navigate its interface which helped the calling agent efficiently position the offer to the prospects. These best practices also made the leaders effectively coach the caller on the challenges encountered in the calls, making them able to easily address issues that arise from day to day calling.
All available resources in Callbox were utilized.
Calling, sending of emails and other marketing resources like the social media were substantial to the exceptional results of the campaign.
Definitely, this campaign has made history with Callbox.
Turning Targets to Sales-Ready Leads With a 50% Shorter Lead Nurturing Cycle
A Callbox Multi-touch Multi-channel Campaign is essentially a Comprehensive Marketing Funnel designed to unearth opportunities from an initial list of prospects compiled from basic target demographics, and deliver them to a client as qualified, pitch-ready, warmed-up sales leads.
The Callbox method combines the efficacy of highly-personalized traditional marketing communication with the intelligent efficiency of automation. In our years of experience, we have found that touches via phone and email remain to be most effective at establishing connections in the B2B world. Data from various campaigns also clearly suggests the importance of timing. Our findings on optimizing triggers and actions form the basis of our Callbox Pipeline’s design. In its latest incarnation, the Callbox Pipeline provides clients with a flexible, user-friendly platform for Lead Nurturing.
This case study traces the success of a B2B client from effective utilization of Callbox’s Lead Generation and Lead Nurturing technology.
The client was the North America marketing manager for a software company specializing in SAP enterprise software solutions and business intelligence. The company is also an SAP consultancy with expertise in areas of SAP Implementation, Process Upgrade and Data Management. The company has roots in Canada and wanted to expand into the US market.
The client was introduced to Callbox by an IT solutions business through the Callbox Referral Program. The California-based referrer company has been running a campaign targeting businesses nationwide with Callbox since January 2015.
The client had worked with two other vendors for telemarketing services and three email service providers in the past. While these vendors were able to deliver basic calling and mass email services, the client needed a more efficient and comprehensive solution that could work seamlessly across both channels. Working with separate vendors for each channel left the client’s sales team the burden of coordinating campaign activities on different platforms, setting up each component of the campaigns themselves and much time spent on prequalification of leads generated.
Callbox’s proposal for full service multi-touch multi-channel lead generation was found to be a more costefficient and all-inclusive alternative compared to contracting separate marketing services independently. The promise of a campaign greater than the sum of its parts and time savings on the client’s part allowing them to focus on sales efforts were part of the reasons behind the client’s decision to partner with Callbox.
The Target Market
The company wished to increase its market presence in California, New York and Texas. While the company has had customers from a wide range of industries, the client wanted to focus the campaign on the Manufacturing sector.
Companies with annual sales of $1M to $500M and with 10 to 2000 employees were included in the database.
C-Level executives, Directors and Managers in charge of the business’ enterprise software solution were the target decision makers.
Around 1500 records for each of the three states were mined from the Callbox Data Warehouse based on these parameters.
A Callbox appointment is created when a prospect goes through the five stages of the marketing funnel (see Fig. 1). Our Lead Nurturing methods are designed to move as many prospects from one stage to the next, and allowed the client to obtain the most possible number of meetings.
The Callbox Data Warehouse is comprised of over 50 million business records in over 7 countries. With the aid of our Data Specialist and our data mining tools, the client was able to zero in on the portion of this data pool that matched their market criteria.
To begin converting inert contacts into leads, Callbox initiated a Conversation – an exchange over phone or email with a decision maker. Multiple contact attempts and pre-conversations with non-decision makers (gatekeepers, recommenders and evaluators) were often needed in order gather information on and establish contact with a decision maker. In the conversation stage, the decision maker was given a presentation of client’s offer.
Positive responses to a presentation were classified as inquiries. Inquiries often involved an initial request for information (brochure). Some cases required Callbox to make follow up calls and/or emails to confirm interest and check if the lead is ready to move to the next stage.
Whenever a decision maker makes a contact request to get a full presentation and/or formal proposal from the client, the lead is said to have graduated to this stage. In cases when the prospect had an immediate need and very high level of interest, the leads were converted directly into Qualified Leads from the Conversation stage.
In this stage, final preparations were made prior to endorsing the lead to the client. As required by the client’s qualifying criteria, screening questions were asked according to the approved call script. The prospect was also booked for a face-to-face or phone appointment with the client’s representative.
Multi-touch Multi-Channel Approach
Callbox effectively combined six different channels (See Fig. 2) to initiate contact, generate conversations and resp
Email copies were formulated to have attention-grabbing subject lines, brief but precise body text and compelling calls to action in order to generate the most opens and replies. A total of 15,000 initial and follow-up emails were sent via Callbox’s email system — fully equipped with open and click tracking, and KPI reporting. The campaign’s Lead Nurturing schemes relied mostly on Callbox Pipeline’s programmable email marketing triggers.
Outbound calls facilitated by Callbox’s Dialer System ensured that more than 200 live calls were made 8 hours a day, 5 days a week. Callbox Pipeline also allowed the calling agent to efficiently leave pre-recorded voicemail messages.
A landing page was created to complement the campaign’s outbound efforts via email and calling. Designed with professional and marketing aesthetics in mind, it featured the client’s brand and highlighted the main features of the client’s software. The landing page was also equipped with a web form to allow prospects to send in a contact request.
Callbox Pipeline’s integrated Linkedin features allowed the Callbox team to find matching Linkedin profiles for each prospect in the contact list. Linkedin connection requests were sent to as many contacts as possible with an accompanying introduction text. Client also opted to have Callbox send out messages to all connections made as another possible avenue to generate leads.
Postal Mail and SMS
The client was one of the first to take advantage of Callbox’s supplementary snail mail and SMS capabilities. For this campaign, these channels were used to deliver promotional postcards to the prospects’ business address and send out mobile appointment reminders.
Nurturing Leads The Callbox Way
Lead Nurturing was the key to this campaign’s efficiency and success. The client was able to take full advantage of the Callbox Pipeline’s dragand-drop Lead Nurturing suite and the Callbox team’s knowledge of multi-channel lead generation best practices
Callbox Pipeline’s tools for Lead Nurturing allowed the Callbox team to maximize the campaign hours and reserve manual effort for more critical tasks (eg. presenting to decision makers, customized email response handling) and left most of the repetitive and time-sensitive legwork to automation.
I. Online lead Nurturing Scheme
An Introduction email was sent out to all email contacts in the prospect’s list (See Fig. 3). Three follow up emails spaced five days apart were programmed to be sent out to contacts who had no opens recorded, allowing multiple opportunities to convert contacts into opens.
Emails were mostly set to send out between 8:00AM to 10:00AM local time, as these were determined to be the optimal hours for email blasts based on Callbox analytics. Latter follow-up copies were set to send out at 4:00PM- 6:00PM to increase the chances of generating opens if the first attempts were unsuccessful.
Contacts who opened the email and visited the landing page were added to a Priority Call List for further nurturing by phone. Email responses and inquiries from the landing page are logged into the Callbox Pipeline and inquiries not converted into booked appointments after three days were lined up for a round of follow-up emails. By the end of the Online Lead Nurturing Cycle, all contacts with no opens recorded were also collected into another Call List, to which the Call Lead Nurturing Scheme was applied. Supplementary Flowchart: Web Inquiries Prospects were led to the landing page primarily via email sendouts. Each contact request sent in by a prospect was received by the Callbox team as an email notification and treated as in inquiry.
Appendix A – Online Lead Nurturing Scheme
Contacts who opened the email and visited the landing page were added to a Priority Call List for further nurturing by phone.
Email responses and inquiries from the landing page are logged into the Callbox Pipeline and inquiries not converted into booked appointments after three days were lined up for a round of follow-up emails.
By the end of the Online Lead Nurturing Cycle, all contacts with no opens recorded were also collected into another Call List, to which the Call Lead Nurturing Scheme was applied.
Prospects were led to the landing page primarily via email sendouts. Each contact request sent in by a prospect was received by the Callbox team as an email notification and treated as in inquiry.
II. Call Lead Nurturing Scheme
Automated actions under the Call Lead Nurturing Scheme (See Fig. 4) were determined by the Call Result Tag applied to the contact after each call attempt. Callbox Pipeline was programmed to send out different email copies if the call resulted in (a) no contact with a decision maker, (b) a decision maker requesting for a follow up or a (c) non-interested decision maker. Email brochures and meeting reminders were sent out automatically to all booked appointments.
Appendix B – Call Lead Nurturing Scheme
Production and other KPIs
By the end of the campaign term, the client was averaging 12 face to face meetings and 23 phone appointments per week. The client’s sales team was able to move 82% of all appointments into proposal stage and garnered 2 closed deals within the first two weeks, generating a three-fold return from their initial investment in the Callbox campaign.
Of the 15,719 emails delivered, 2247 opens (14.3%) and 193 click-throughs (1.2%) were recorded. 218 inquiries were generated out of 943 total replies received. Email marketing contributed to roughly 38% of all appointments generated while meetings from contact form inquiries comprised another 9%.
Out of the 9046 records comprising the initial campaign list, 7870 records (87%) were fully profiled, complete with verified names, job titles and email addresses.
“Both my marketing team and sales team are very happy. Marketing sits back and only has to monitor because they have done their job on the setup and almost everything is automated; while my salesforce are very busy fulfilling booked appointments.” says the Client’s CEO
Below is the number of Targets on each stage of the Marketing Funnel after only 12 weeks in the Callbox Multi-touch Multi-channel Lead Nurturing Campaign.
With the Client’s previous telemarketing and email marketing service providers, the Client was able to convert 2% of raw targets into booked appointments only after running the campaigns for about 6.5 months or 26 weeks. Callbox cut this time into half, and significantly moved more targets into the later stages of the marketing cycle. This was enough to convince the Client to expand the number of campaigns they are running with Callbox.
Marketing Funnel Conversion Summary
Considering the stiff competition and difficulty of marketing business software, it was crucial for the Client to double, even triple their sales and marketing efforts in order to find prospects. They lacked the team and resources to search for prospects. Sales and marketing was handled by one person who wanted to focus on presenting proposals and closing deals and could not be burdened by the time-consuming search for prospects. The Client needed to scour the market for businesses with upcoming software system projects such as software evaluation and upgrading. They targeted businesses that needed:
The Client sought a partner to find these prospects, generate interest for the products and services and provide all necessary marketing support to achieve their goal.
THE CALLBOX SOLUTION
The Client turned to Callbox to rev up their sales efforts.
Callbox initially carried out an invitational campaign in Aug. 2005, calling prospects and inviting them to attend meetings and/or seminars conducted by the Client. A series of lead generation and appointment setting campaigns followed, spread out over a year, alternately conducted on a per-lead or per-seat arrangement. Since the start of the campaign, the call quota of Callbox agents rose from 100 to 160 calls per day, targeting 20 leads per month as required by the Client.
Callbox agents inquired about prospects’ plans to change or replace their business management software in the next 3-12 months. This was followed by a series of questions regarding:
Aside from calling prospects, the Callbox team sent out brochures to customers asking for additional information. Prospects that had talked with the Client’s sales consultant were also forwarded to Callbox agents for follow-up calls.
Since August 2005, Callbox agents placed a total of 27,857 calls for the Client, and have forwarded 240 leads since the start of the lead generation and appointment setting campaigns. With Callbox handling the qualification and forwarding of hot leads, the Client now devotes full attention to closing deals significantly increasing sales. They were pleased with the performance of the Callbox team who delivered a total of 72 leads from February to June 2007. Thereafter, the Client pre-extended their contract through to September 2007.
With the volume of traffic the Client’s website gets every day, the Client needed to gather significant information from all its visitors in order to enhance its service offerings. It sought the services of a sales and marketing expert to handle all website inquiries and calls on their behalf and more importantly, qualify visitors and identify their needs so that its sales team can focus more on closing deals.
THE CALLBOX SOLUTION
For Client’s needs, Callbox implemented an extremely effective marketing strategy — Lead Qualification.
The Callbox team handled all service inquiries in the Client’s website. Callbox agents profiled the Client’s visitors by asking them their role in the company they represent, what industry they belonged to, the motivation behind visiting the website and gathering their contact information. The more crucial process was finding out what service they were interested in and what their requirements were. The qualifying process included questions on:
While discussing these criteria and requirements, each Callbox Lead Manager types notes directly into Thunderchild using the template of the question and determines which among his or her list should be given a follow up call.
Once a lead is set to qualified, the Callbox sales team will then take over. An appropriate sales representative is assigned to a particular set of prospects based on their geographic location as well as the size and scope of the implementation. The sales representative then calls these prospects for a more thorough discussion about their business requirements in preparation for an eventual product demonstration.
Owing to the Callbox team’s excellent communication skills, consistency and efficiency in the conduct of the Lead Qualification campaign, the Client has been getting a steady flow of qualified appointments. Its sales team is now devoting full attention to closing deals, significantly increasing sales.
The Client needed to invite prospects to its 2007 World conference. Its desired attendees were composed of its current customer base and prospects from all over the US culled from their in-house database.
This global company needed a reliable partner to update and manage its lists and gather pertinent information such as names of decision makers, email addresses and phone numbers, company names, addresses and zip codes. Using the lists from their database, the Client needed to generate interest and drive attendance to their event.
THE CALLBOX SOLUTION
The Callbox team broke the challenge down into distinct implementation phases:
Database Cleanup, List Management and Call to Invite Campaign.
The Callbox team helped preserve the valuable information in the Client’s
global database which contained millions of key contacts. The team updated and enhanced their existing prospect and customer lists by:
With the team’s expert knowledge of the direct marketing business and trends in the List Industry, recommendations were given to the Client on how to best utilize their list. After studying the Client’s prospect list, target emails based on interest, demographics, or custom questions were prepared by the Callbox team and sent out using advanced software and systems. Responses and results were recorded, tracked and reported to the Client daily.
With Callbox providing maximum support prior to their event, the Client was able to focus on preparing for the conference itself and exceeded its target number of attendees. Client was impressed with the Callbox team’s excellent prospecting skills and attention to detail in cleaning up and updating its lists that it renewed its contract several times.
With Callbox’s list management and efficient reporting, the Client was freed from purging, updating and mailing, as Callbox did everything for them. With enhanced database capabilities, they are exploring an even more extensive direct marketing aimed at solely building their email lists.
The Client didn’t have the in-house expertise to run a lead generation and lead management campaign, nor did they have the database tools to support one. To achieve their objectives, they needed a partner to develop and execute a comprehensive lead generation, qualification and appointment-setting program to capture greater market share for their business software solutions. While the company had a dominant market share in the industry, it lacked the support for their sales people to handle leads and prospect profiling.
With the rapidly increasing number of individuals from various companies across all industries downloading information from the Client’s website, it was crucial for them to:
Calls had to be made across the Asia Pacific Region to verify the records of individuals and companies that downloaded files from the Client’s website. Qualification was necessary, as the Client wanted to ensure that their website visitors/prospects could be considered warm leads before their sales team pursued them. Aside from verification and qualification, the Client also needed a support team to call and invite prospects and customers to various company-sponsored events throughout Asia.
THE CALLBOX SOLUTION
The Client teamed up with Callbox to carry out:
While Callbox makes no promises when running a campaign and just simply addresses the need of the Client’s business by giving them the power to scale up their business potentials to boost sales numbers, the Client on the other hand, deserves commendation for going down the humble road and seeking help with their marketing requirements from an industry colleague. An unusual, profound business collaboration and teamwork between marketing rivals resulted to stellar business success.
Backed by Callbox’s own PipelineCRM, the Client enjoyed easy tracking and monitoring of all leads. The Client was also able to consistently improve service offerings through call recordings made available by Callbox.
Since then, the Client has been renewing on a month-to-month basis with new campaigns — lead generation, call-to-invite and profiling for different types of products. Pleased with the overall performance of Callbox, the Client provides sales training for the team, conducted at the start of every campaign. The smooth integration of sales and marketing with disciplined lead management resulted in increased sales and also provided total control over the customer acquisition process.
THE CALLBOX SOLUTION
Callbox launched two campaigns; Lead Generation through Telemarketing, and a Call-to-Invite Campaign.
Both campaigns were executed quickly and immediately, giving the Client enough warm leads to follow-up right away, and a good number of attendees to their event.
The Client especially enjoyed working with the Callbox team, citing the team’s excellent communications skills and efficiency. The Client was also pleased with the convenience and flexibility of lead tracking and management with the use of Callbox’s PipelineCRM. Having received good quality leads following a successful company event, the Client plans to use Callbox’s services for future lead generation campaigns as well as promotional and invitational campaigns for company-sponsored events.
Before engaging Callbox, the Client had difficulty generating a sufficient number of leads for its inside sales team due to a saturated contact list, limited market area, and changing lead qualification requirements.
With its priorities on selling, the Client needed a reliable lead generation partner to fill the gaps that were emerging in its sales pipeline with sales-ready leads, so that its inside sales team could focus on converting those leads into sales, instead of spending its limited time prospecting.
THE CALLBOX SOLUTION
The Client decided to outsource its marketing operations for the first time and chose Callbox to implement its lead generation and appointment setting campaign. The overall objective was to generate fully qualified, ready-to-engage prospects with near-term sales potential. The campaign targeted manufacturing and distribution companies that were:
The Client signed up for an initial three-month lead generation campaign in August 2006, which was immediately followed by a longer six-month contract with a quota of ten leads per month. The Client provided the script and brochures, while Callbox provided the list of target contacts. Prospects that did not match the specified qualification criteria were removed from the calling list, making the campaign highly targeted.
The Client has been renewing its contract with Callbox continually for more than five years. By the end of 2010, Callbox had delivered close to 300 qualified sales leads for the Client, providing a stable source of leads for its sales team, and filling its calendar with qualified appointments month after month.
The Client found that using Callbox’s targeted contact list results in higher contact rates and better lead quality, and it was finally able to escape its dependence on its own saturated contact lists. The Client’s salespeople became more productive because they were able to focus on pre-qualified prospects.
Aside from successfully generating a substantial number of leads from outbound calls, Callbox was able to use each call to tap into prospects’ interest, ultimately stimulating more inbound inquiries and capturing more leads for the Client from this unexpected source. The Client’s revenue was then additionally augmented by this increase in inbound inquiries and website visits.
The Client was seeking to drive attendees to its Microsoft SharePoint Seminar in London. Its immediate goal was to produce high quality sign-ups. However, the overall objective was to generate and deliver to its inside sales team sales resources that are fully-qualified and with near-term requirement for the products it offers. The Client had no experience in outsourcing its marketing function, and the result of this campaign would determine whether or not it would consider similar projects in the future.
THE CALLBOX SOLUTION
Callbox had an excellent campaign with the Client’s main branch in the US, and was recommended by the latter to its UK branch. The client hired Callbox to make outbound calls to invite prospects to its Microsoft SharePoint Seminar in London. Callbox started calling on February 15, 2011, targeting CEOs, CIOs, CFOs, and Finance, and Operations Managers outside London. This campaign was a huge challenge for the team as it involved inviting prospects to an event that would require them to travel for several hours mostly by land.
With two weeks left in the project, Callbox proposed an integrated two-phase campaign to make a shift from event invitation to lead generation marketing to which the client agreed. The Callbox team proceeded with the lead generation campaign right away, focusing on promoting the client’s workflow application for the police and fire services around London, UK area. Callbox was able to mine the Client’s existing contacts database to identify hundreds of potential customers. This campaign targeted IT Managers, ICT, CIOs, HOD ITs, and IT Directors.
Throughout the campaign, Callbox communicated regularly with the Client through PipelineCRM, which allowed the Client to monitor campaign progress in real-time.
Despite the difficulties encountered during the campaign, Callbox was able to produce significant results for the Client.
Additional benefits of this campaign include enhanced brand and product awareness, and acquisition of business intelligence and other significant data about the Client’s market. Most notably, this campaign inspired the Client to consider a change in marketing practices with outsourcing.
Needing more time to close the leads, the Client decided to put the campaign on hold, but expressed willingness to run another lead generating project with Callbox in the near future.