From a simple telemarketing service 12 years ago, the Client’s business spawned into a broad range of marketing solutions like List-To-Lead Management, Content and Digital Marketing, Automation, and Web Services which includes Social Media Management.
The business expansion, however, brought the need to increase the Client’s pool of customers, a large database of qualified prospects who have the need for its new services. Although the Client promptly addressed the need by purchasing a list, this entailed another issue: the need for additional staff to profile, nurture and generate leads. As this was too much for the inside sales staff to handle, the Client decided to outsource a lead generation campaign from Callbox.
The Callbox Solution
Callbox designed an Account-based Marketing Lead Generation & Appointment Setting campaign which consisted of:
- Multi-Channel Lead Management which utilized Voice, Email, Chat, Web, and Social Media.
- Sales Enablement & Support which covered Team Training, Account Setup, and Back Office Sales Support.
- Tools & Subscriptions to the Callbox Pipeline and HubSpot CRM.
- Account Management with Strategy Building, Reporting, and Product Knowledge.
THE GOALS
- The Callbox team was to do Data Cleansing where all contacts in the database must be called to verify all information
- Dedupe, and fill in missing details for each contact.
- Uncover pain points and upcoming needs of prospects
- Book appointments for the Client’s sales team.
Below is the two-step process for the ABM campaign:
Account Research and Selection
- The Client specified target industries, locations, and relevant contacts.
- Callbox worked out the Client’s ideal customer profile (ICP) which served as a basis for identifying qualified accounts.
- Callbox then compiled a list of potential contacts to target which was reviewed and approved by the Client.
Account and Prospect Profiling
- The Client provided specific target decision makers for the Callbox team to reach, which consisted of detailed demographic and firmographic segmentations.
- The buyer personas designated as the campaign’s primary targets were VP of Marketing, Marketing Director, Marketing Manager.
- The master contact list was segmented based on these personas and was further grouped according to industry type.
Results
Overall, the six-month ABM Lead Generation & Appointment Setting campaign produced a total of 264 Sales Qualified Leads, 95 Marketing Qualified Leads, 65 Requests for Information, 86 Follow-ups, 56 Potential Leads, and 562 Social Media Connections.
The Client closed 42 accounts which brought them a monthly revenue worth more than $200,000,00 per month.