The Client, based in Singapore, is the largest privately-managed insurance broker in the world with offices in Hong Kong, Beijing, Malaysia, the Philippines, Thailand, and South Korea.
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 is a progressive internet and information technology company whose aim is to provide customers with the best range of products at the most competitive price. They offer domain name registration, web hosting, computer hardware, web design, computer networks and many more products to a large and diverse client base. They have clients from Global Fortune 50 companies to home users each getting the product and support they need to run their businesses. The Client also offers telecom services and SEO (search engine optimization). Their general offices are based in Dublin, Ireland.
For this marketing project, the Client targeted companies in the market for an Enterprise Resource Planning (ERP) system to integrate all data and processes of the organization into a unified system.
The Client engaged the services of Callbox for the duration of 10 months (February to December 2006).
The Client needed research on companies that had either current or future plans of ERP implementation. ERP system implementation is a complex process. Evaluation of the current company system and the actual tuning or upgrading takes a significant amount of time and depends on the size of the business, the scope of the change and willingness of the customer to take ownership of the project. A small project (e.g., a company of less than 100 staff) may be planned and delivered within 3 months; however, a large, multi-site or multi-country implementation may take years. Due to the complexity involved in the implementation, ERP is, without a doubt, expensive.
While the benefits it provides to a particular business, especially large scale ones, spark interest in improving or changing their current system, it is the length of time involved that often discourages companies from proceeding with ERP implementation, and this is the most common reason for the Client’s lost sales.
The Client therefore needed their current as well as prospect companies to understand that despite the fact that it is costly and involves a certain length of time, the benefits and advantages from the system will do much for their business in the medium and long term. With Callbox, the Client needed to generate and maintain the loyalty of existing customers but more importantly, find new ones.
The Client needed to identify companies that needed any of the following:
2. systems performance tuning
3. entire change of current software system
The Callbox Solution
Callbox’s team went to work:
1. Profiled prospects for Client’s software services, specifically ERP
2. Implemented a lead generation program, including:
For the 10-month duration of the campaign, the Callbox team generated a total of 456 leads for the Client.
The Client expressed satisfaction with Callbox by deciding to continue the campaigns after a one quarter break to digest their full pipeline.
The Client is a global leader in data backup, data recovery, and archiving solutions. Based in Singapore, it provides expert advice and integrated solutions for reliable and cost-effective data storage management to customers worldwide.
The Client hired a lead generation provider but needed additional support for other marketing initiatives. It looked for a reliable telemarketing partner with significant regional experience and resources in order to:
After searching and comparing several service providers found on the internet, the Client was impressed by Callbox’s track record in B2B lead generation and immediately penned a deal.
The Callbox Solution
Callbox set up an outbound telemarketing team to initiate a call-to-invite campaign to be followed by a lead generation/client profiling campaign.
Callbox initiated a cold calling campaign to invite and sign up participants to four open house events hosted by the Client in Brisbane, Sydney, Melbourne, and Canberra. The events were organized to educate prospects and resellers in data protection solutions. The Client provided a database of 14,000 target prospects consisting of IT Managers in New Zealand and Australia.
The campaign kicked off in October 2011 after email invitations were sent. Callbox provided weekly reports enabling the Client to make attendance projections and ensure good turnout.
Lead Generation / Customer Profiling
After the success of its call-to-invite campaign, Callbox set up a telemarketing campaign to distribute free eBooks on next-generation data protection and best practices in information management. These contact opportunities were used to profile prospects, generate feedback, and gather market intelligence. The data obtained from this campaign would be used by the client to identify key prospects and opportunities which would be crucial in executing effective sales and marketing operations.
Throughout the campaign, Callbox made several attempts to reach actual decision makers, which presented some challenge because operators were trained to block repeat calls. In this situation, there is no substitute for experience, and Callbox’s eight-year track record in B2B telemarketing was a key to the ultimate success of the team.
Callbox identified 165 qualified leads which far exceeded the Client’s expectations month after month. The events attracted a strong turnout which gave the Client excellent marketing opportunities and proved to be an effective market entry point.
All prospects in the Client’s database were contacted and profiled resulting in a comprehensive database of sales-qualified leads which became an excellent platform for selling at senior level. With an optimized database, the Client’s salespeople were able to concentrate on the most profitable engagements and prioritize opportunities likely to be most productive.
The Client is a renowned IT consulting firm based in the US. It provides IT solutionsused by well-known commercial organizations and government institutions to improve operational efficiency and reduce telecom costs.
The Client hired a North American telemarketing firm to promoteits products.While the telemarketing companywas able to deliver good numbers,the Client recognized that much of its time was spent meeting and dealing with people who were not ready to engage or ultimately unqualified.
To make best use of its in-house resources, the Client sawthe need to refine its appointment setting process by segmenting its market and creating definitive profiles of its potential customers. The Client’s main objectives were:
The Callbox Solution
The Client signed up with Callbox for a profiling campaign aimed at gathering information on the Client’s market. With the Client’s help, Callbox outlined a set of survey questions designed to evaluate each company’s communications set-up and existing voice and data contracts. Callbox then used this data to map the expiration dates of contracts and identify prospects with near-term requirement for a new voice and data provider.
While Callbox did not engage in actual selling,it gathered valuable insights to help the Client delve deeper into its market, focus on the right people, and determine the best time to follow up and set appointments with qualified sales leads. Callbox segmented prospects taking into account their location relative to the purchase decision process, budget, purchase history, and urgency of need.The Client worked closely with Callbox throughout the campaign, being particularly conscientious in following up leads on time.
The success of this campaign is best shown by the Client’s decision to re-sign with Callbox for an extension of the campaign period. Additionally, the Client included three additional states to its target market resulting in increased sales activity. Using the data generated from this campaign, the Client defined the best approach and the most relevant message for each prospect in each segment. This significantly reduced the number of wasted calls, increased efficiency, and improved overall sales output.
The Client is the world’s third largest business software company. It has branches in over 30 countries and offers a full range of enterprise business software including:
The Client’s goal is to provide the best software experience and a lower total cost of ownership for their customers. To meet customers’ long-term needs, they provide an evolutionary path to support continuing business and technology innovation.
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:
1. Lead Generation through outbound cold calling to generate leads and appointments for the Client’s sales force.
The Client’s target market consisted of decision makers who were looking for business-specific solutions to address their challenges and produce tangible results. Callbox’s sales force used cold calling to identify and qualify prospects for the Client. Qualifying questions determined:
Callbox executed the cold-calling campaign using the list of target contacts provided by the Client. Agents who were assigned to this campaign used a customized spreadsheet to keep track of all call results. Calls were categorized as lead completed, not interested, competitor, invalid, duplicate, no action needed, etc., and were assigned to each respective column on the spreadsheet for easy reporting and evaluation. Leads generated from the calling campaign were posted on the PipelineCRM to be reviewed by the Client and feedbacks were discussed. Callbox provided daily and monthly reports on pipeline activity and campaign status.
2. Profiling and updating the client’s prospect data base with up-to-date business and contact information
The Client provided Callbox with their list of prospects and clients. The Callbox Team verified and updated all possible contact information by phone, including email addresses.
3. Call-to-Invite Campaigns
Callbox provided total sales and marketing support by carrying out several call-to-invite campaigns, inviting the Client’s customers and prospects to attend company-sponsored events in the Philippines, Indonesia, Malaysia and Singapore. The Callbox Team then followed up every call with an email. Aside from company-sponsored events, the Client also held webinars. Callbox callers invited guests to these webinars and also confirmed attendance for the Client.
4. Online, web-based reporting across all aspects of the project, its progress, and statistics which included lead distribution and appointments set.
The Callbox solution provided the Client with a steady, predictable flow of qualified sales opportunities as well as a systematic methodology for tracking every opportunity and evaluating sales force effectiveness.
The Client has a very accurate and predictable sales pipeline. By the time the prospect was ready to truly engage with them, they already had complete information about their prospects and their companies.
With the Callbox Team averaging 2000 calls monthly, verifying contact information of current customers, qualifying prospective clients, and setting appointments for the Client’s sales team, the Client experienced a significant increase in conversion rates.
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.