Choosing Callbox for Sage Lead Generation Proven to be Wise Decision
The Client is the IT services arm of its mother company which is one of the largest global accounting and consulting network in Asia and in other 120 countries.
The rapid growth in number of IT companies and the seemingly similar products and services offered tend to cause confusion among business owners on which IT service provider would best fit to address their IT needs, and the Client was not spared from such.
The conventional “WIIFM” (what’s in it for me) would not make any difference at all, the IT expert thought. So the “what” was replaced with “why” as (why is it for me) for their campaign to make target customers understand why they should choose the Client as their IT provider instead of simply knowing what they offer. The campaign was successfully carried out with Callbox.
• Validated contact details via Customer Profiling campaign
• Filtered most active contacts via the Pipeline Lead Nurture Tool
• Ensured solid appointments via the Smart Calling system
THE CALLBOX SOLUTION
1. Though the Client had tried their best to keep their database in top condition, they still opted to have it validated by the Callbox team.
2. Using the Pipeline Lead Nurture tool, the Callbox team sent an initial single-page email that contained an overview of the Client’s products and services with very limited information but included teasers of a current customer’s success story to pique the prospect’s interest.
3. Active responses like opened emails, website visits, clicked links, and queries were tracked and saved for follow-up calls.
4. Invalid emails (bounces) and contact details were updated upon speaking with the prospect.
1. Callbox utilized its SMART Calling system in order to reach the right prospects at the time they are most available to talk.
2. The probing questions were not the usual that would simply draw the prospect’s needs but rather carry out realization in them what the previous strategy/provider has done to achieve their goals. Thus most prospects admitted results were below expectations.
3. Upon reaching this point of conversation, agent proposed to set appointment with the Client’s IT consultants and invite prospects to an IT seminar.
4. In order to ensure a solid appointment, Callbox agents sent a calendar invite along with a short but specific email containing information about the Client’s products and services that are probable answers to the prospect’s identified issues.
The first month of the campaign generated 12 appointments and 4 registrations, but as the Calbox team got more familiar with the the target market and customer profiles, appointments delivered almost tripled in the second month with 34.
In the third month, another 12 appointments were generated with 6 registrations; 16 for the fourth month and 12 on the fifth month of the campaign.
The numbers escalated once again in the sixth month with 22 appointments and decreased a bit in the seventh month with 13 appointments and 8 registrations. While the eighth month took a bit of a hit with 3 appointments. The ninth month made up for the dip in numbers with 20 appointments and the tenth month closed out with 5.
The 10-month campaign generated a total of 149 appointments and 18 registrations. It is worth noting, however, that the Client is still counting more appointments and registrations as they go into the eleventh month, or technically, the first month following the end of the 10-month campaign.
IT Firm Picks Callbox’s ‘Consultative Fit’, Hits Goals in Ongoing Campaign
The Client is a pure IT consulting and professional services company offering design, configuration, implementation, business analyst, and general consultancy services. The Client specializes in the security, virtual desktop infrastructure (VDI), and Cloud services markets.
With over eight years of experience in the IT consulting and professional services space, the Client now ranks as one of the most trusted service providers in the industry and has successfully partnered with companies like Citrix Systems, AppSense, Blue Coat, and Apple (mobility).
The Client started out in 2009 as a white-label supplier of IT services to vendors and resellers. These companies would subcontract the Client to perform services on their behalf, often without the end customers knowing about the Client’s involvement. In 2014, the company refocused toward directly providing services to enterprises and organizations.
This move presented a bit of a branding conundrum for the company. The main challenge was finding a way to embed its extensive experience as an IT subcontractor for specific VDI, cloud services, and security verticals in the value proposition for its new business model.
For that reason, the Client undertook a massive marketing program that simultaneously focused on branding and customer acquisition. The customer acquisition plan highlighted nurturing leads in-house with the Client’s marketing team while delegating top-of-funnel prospecting activities to a third-party agency.
The Client chose Callbox as its outsourced marketing partner due to a number of factors, with the main one being the “consultative fit” that Callbox’s marketing solutions offered. The Client pointed out that taking a consultative approach to a project (rather than a purely engineering perspective) was their key differentiator and that Callbox was also able to demonstrate this by being more of a marketing advisor than a marketing agency. Given the Client’s marketing goals, the challenge is two-fold:
• Finding and identifying qualified opportunities for the Client’s customer acquisition efforts
• Generating awareness about the Client’s different IT consulting and professional services
• Planned and executed an ongoing appointment setting campaign for an IT services company
• Reached and engaged IT managers, CIOs, and CTOs in AU and NZ via phone, email and social media
• Stayed on target at each phase of the campaigncleansed and up-to-date contact list
THE CALLBOX SOLUTION
Both the Callbox team and the Client agree that an integrated appointment setting campaign best meets the latter’s requirements. The campaign primarily consists of phone-based conversations enhanced with email and social media touch points.
In addition, the campaign timeline is divided into weekly or biweekly segments, with each segment focusing exclusively on a specific solution that the Client offers. These include BlueCoat, Zscaler, Radware, Apple, and CheckPoint—along with general consultancy services, business analyst services, and other IT project services. Other key campaign activities are as follows:
1. Prior to the start of the campaign, the Callbox team compiled and profiled the prospect list comprised of IT managers, CIOs, and CTOs from companies headquartered or operating in Australia and New Zealand.
2. Since the campaign is made up of different phases, the Callbox team prepares campaign materials for each stage. These are sent to the Client for review and approval.
3. Call scripts are based on a list of eight probing questions given by the Client. Each script gauges a prospect’s need and fit for a specific IT product or solution.
THE CALLBOX SOLUTION
1. The campaign uses two types of email messages:
A. Intro/follow-up emails
B. Targeted send-outs
Intro/follow-up emails help warm up and nurture phone prospects, while targeted send-outs are intended for prospects who request more information.
2. The Callbox team does the bulk of the campaign’s email marketing activities through the Pipeline Lead Nurture tool. This ensures targeted,
personalized, and timely emails.
3. The campaign team applies best practices and precautions to avoid spam complaints and to maintain good sender reputation.
1. The campaign also uses LinkedIn to reinforce the touch points made with the phone-based appointment setting activities, adding positive phone contacts as LinkedIn connections.
2. The Callbox team also carries out branding and reputation building activities on LinkedIn.
3. The team’s social media specialists manage the LinkedIn account on behalf of the Client.
At time of writing, the campaign has completed three
months’ worth of multi-channel appointment setting activities and is already at the final week of its fourth month.
Like most of Callbox’s integrated appointment setting projects, the early stages of the Client’s campaign primarily revolved around email activities for warming up prospects and refining the campaign focus. Open rates for the bulk send-outs reached 10.2%, 11.4%, and 23.0% for the first, second, and third months, respectively. The campaign was also able to maintain hard bounces and unsubscribes within acceptable limits.
Since the campaign calendar is subdivided into weekly or biweekly segments that focus on a particular IT solution, the overall monthly appointment setting results tend not to follow a definite trend.
The campaign, so far, has generated the followingmonthly outcomes:
• First month: 14 appointments
• Second month: 8 appointments
• Third month: 7 appointments and 3 leads completed
The campaign is still ongoing and, so far, it has delivered 29 appointments. Since these appointments have been qualified using a highly targeted set of parameters, the Client expects to move 80% of these appointments further down the funnel as sales-qualified Leads (SQLs). In addition, the company has a track record of closing 30% to 40% of SQLs after 6 months in the pipeline. This means that the Client can
potentially generate up to 9 new customers from this leg of the campaign.
Callbox Prints Out Success For ICT Leader
The Client is the largest HP partner in Asia, providing intelligent applications and innovative solutions and offers a wide portfolio of print devices.
Any business with printing needs with main focus on Financial Institutions & Manufacturing Plants.
TARGET DECISION MAKERS
IT Manager, HR Administrator, Procurement/Purchasing Manager, Buyer, Office Administrator, General Manager, Person-In-Charge of printers and photocopies
The Client consistently delivers the best print and copy solutions for their customers – a potent commitment which brought them successes in revenue and customer care since the company’s inception in 2005.
But as years passed, market competition has become tougher and the primal revenue target of 20% per year showed a dramatic decline in recent years, dipping to only 13%-15%. Due to this decline, the Client felt the urgency to regain what they’ve lost and immediately acted on the issue by taking the next best steps – looking for an outsourced lead generation partner and deciding on Callbox.
• Use of 5 marketing channels
• Warming up prospects via Lead Nurture Tool
• Increased contact rates via Callbox’s SMART Calling
• Lost revenue regained
THE CALLBOX SOLUTION
1. Callbox validated contact details in the database to ensure accuracy by sending initial emails with overview on the total print managed services.
2. Active responses like opened emails, website visits, clicked links, downloads and queries were tracked via the Pipeline Lead Nurture Tool and saved for follow-up.
3. Invalid emails (bounces) and contact details were corrected updated upon speaking with the decision maker.
1. Active contacts were prioritized and followed up via different channels (call, email, social, web and mobile) based on the prospect’s business buying behavior which was made possible by Callbox’s SMART Calling process.
2. At least 4 out of 6 probing questions should be answered by prospects to provide the Client’s consultants substantial data, a requirement fully complied by the team.
3. Prospects who agreed to speak with the Client were sent calendar invites to keep them reminded of the appointment schedule.
4. After each call, regardless whether the prospect agreed for an appointment or not, agents offered to share/send pertinent information about the program to prospects to ensure familiarity and build a higher chance of conversion in the next follow up call.
Location: United Kingdom
Headquarters: United Kingdom
The Client is a 50-year old market leader that provides high technology tools and systems like desktop, portable, handheld XRF and OES materials identification and analysis systems, as well as coating thickness measurement and gauging instrumentation to industrial customers with diverse needs. They design and manufacture equipment that can fabricate, analyze and manipulate matter at the atomic and molecular levels.
Campaign Target Criteria
Location: Malaysia, Thailand, Vietnam and Korea
Industry: Steel Manufacturing, Foundries, Automotive Manufacturers
Decision Maker: Quality Manager
The Client, although prided with the value proposition of providing A1 screening tools for fast and accurate analysis of the widest variety of materials, truthfully admitted that coping with global competitions would be difficult to achieve without a partnership with some significant sectors like sales and marketing. Their products’ key benefits (point and shoot, verification in seconds, rapid, reliable and rugged, non-destructive testing and no sample preparation, easy to carry) were first-rate features that set them apart from competitors but were hardly positioned to their target customers’ attention due to some deferring areas in the business process that withheld progress and expansion goals:
The Callbox Solution
As an industry expert on providing sales and marketing solutions to a global market, Callbox, upon its initial discussion with the Client deemed the course unique and framed a fitting solution for the aforementioned concerns.
The Client saw their database as obsolete as the last update was done over 3 years ago, but Callbox’s customer profiling service recreated the list as new.
The Callbox team first sent out initial emails to the current list to see which contacts were still active by tracking replies and actions like website visits, clicked links and downloads. Those emails contained a one-page informational content which included CTAs like links to landing pages about specific subjects the target would be interested to see, website links, Q&A boxes and downloadable collaterals. Inactive contacts were scrubbed off to leave room for newly acquired ones.
Active contacts in the old list and the newly acquired database which was provided by the Callbox team, were then called by the agent to verify all pertinent information like contact name, business name, business address, active phone numbers, email addresses, social media accounts and industry focus.
Both lists were then deduplicated to ensure calling time and effort were maximized throughout the duration of the campaign.
The final action in the lead generation program was appointment setting. The Callbox team meticulously drafted a script for the campaign which would uncover the target’s concerns at base level. Only three key probing questions were asked of the target but were surefire to uncover the prospect’s pain points. This opened an avenue for the Client to speak with their target prospects how their products and services would benefit their business.
The combined lists from the Client and Callbox totaled to 4,894 profiled and updated records. The three-point probing approach unleashed significant answers from the prospects which were instrumental to the Client in tailor-fitting solutions for them.
Out of the 4,894 records, the Callbox team generated 93 appointments and 51 warm follow ups, and before the three-month campaign ended, the Client was already preparing proposals for three large companies.
The technology leader concluded that indeed, with Callbox’s Appointment Setting program, business advancement and expansion were imminent.
Industry: Ecommerce Consulting
Location: Dover, PA
Headquarters: Dover, PA
The Client is a seasoned technology services provider and prides itself with a 17-year experience in e-retail services and 16 years of providing non-stop technology consulting solutions. The extensive technology background of their consultants in customizing top solutions for their clients needs enables them to widely cater to different industry types and sizes.
Campaign Type: Appointment Setting
Campaign Target Criteria
Industry: Retail, Manufacturing
Decision Makers: E- Commerce/Marketing/Advertising Director
As a technology consulting solutions expert, the Client provides a variety of services like catalog management, e-retail design and development, storefront software support, ROI optimization, Google utilization, order and inventory management, SEO, integration, product data feeds, product data cleansing, email marketing and the full service package from evaluation to analysis to tailor the best fitting solution.
The extensive solutions they provide have brought in long-term clients and have resulted to high ROI for the business. However, recent years have seen meager production of new business deals due to some challenges that were caused by the following:
The Client opened themselves to options that could possibly address these issues and outsourcing to a lead generation provider came up as the top and most preferred over others like buying/renting lists and adding in-house staff to multiply the job.
The Callbox Solution
Callbox and the Client possess a similar characteristic in terms of prospecting and handling customers – everything goes through evaluation and analysis before customizing the best-fit solution.
To ensure data accuracy, the Callbox team profiled the database. The contact details like email addresses, phone numbers, company name and address, SIC codes and social media accounts were updated.
You might wonder why the Client still employed Callbox’s email marketing service when they had an in-house process. Well, that’s because they found Callbox’s email marketing tactic much advanced and competitive compared to theirs. Callbox utilized its Pipeline Lead Nurture Tool to send out the catalogs to prospects. Replies and actions were tracked in real time – website visits, clicked links like the Q&A and download of the query forms.
Call to Follow Up
Replies and actions tracked were set as priority for the agent to call in order to probe further on the prospect’s concerns and set appointments for them with the Client’s sales consultants. Note that the consultants already have the knowledge about the prospect’s concerns prior to the appointment as all actions and queries – made via web, phone or email – were shared with them by the Callbox team.
To ensure that a solid appointment is set between the prospect and the Client’s consultant, the agent sent out a follow-up email to the prospect stating acknowledgement of the recent follow-up call and confirmation of the appointment. Along with the email, a calendar event is set copying both the prospect and the consultant to avoid missed appointments.
The email marketing campaign yielded a total of 720 replies out of the 4500 sent, a 50% increase from the previous average percentage from the Client’s in-house email marketing process.
Out of the 720 replies (website visit, clicked links, downloaded forms), 44 (16%) solid appointments were delivered while the remaining 676 were warm follow ups that were worth nurturing.
The Client was able to close 5 deals out of the 44 leads and is looking into 3 more closes before the year ends.
Industry: Cloud-based Communications and Security Software
Location: Georgia, USA
Headquarters: Georgia, USA
The Client is an American company offering PaaS (Platform as a Service) cloud based applications such as VoIP Services and other products including Cloud File Sharing, Cloud Email, Mobile Device Management and AV, and Secure SMS to businesses. The Client also gives them additional value by combining private and public clouds into a single, integrated environment. The company prides itself as a one-stop shop for all IT needs and specializes in secured IT platforms for companies providing next-generation services.
The Client is based in the state of Georgia, but covers the continental United States, targeting the Healthcare, Hotels, Retail, Law, Daycare, and Private Sector Industries.
Campaign Type: Appointment Setting
Campaign Target Criteria
Location: Southeast States (Florida, North Carolina, Tennessee, DC, Maryland, Kentucky, Virgina, Georgia, Louisiana, Alabama)
Industry: All industries
Decision Makers: C-levels, IT Director/Manager
Despite working with a number of third party providers for their lead generation campaigns, finding interested companies to engage with their services for the long term was a challenge. Unfortunately for IPV Solutions, their previous partners were not equipped with the best tactics and tools that would scale up the sales numbers.
It did not help that most of their present customers may not have been the best people to take full advantage of their enterprise-ready solutions that encourage and enable mobile and global connectivity. That and the possibility that their previous partners didn’t exert enough effort to uncover the prospects’ needs such as business continuity and disaster recovery protection or continuous communications and go-anywhere mobile capabilities, which incidentally, IPV Solutions provide.
Hoping to find the answers to these problems, the Client searched for a reliable partner who can provide them with a list of accurate contacts and quality appointments with interested prospects who have the need for cloud integration and secured IT platforms, and who would most likely keep a long-term engagement with them.
The Callbox Solution
To address the Client’s problem about the 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 probing questions to uncover not just perceived, but actual business needs. These were significant factors in generating high converting appointments.
The Callbox team utilized the dependable Callbox Pipeline’s Lead Nurture Tool which efficiently automated tasks that streamlined the workflow.
Lead Nurture Tool’s list cleansing feature took care of contact profiling, while custom emails were automatically sent to prospects in a scheduled manner. Part of what makes this reliable tool efficient is that, every action taken by prospects like clicking a website or submitting a form is monitored in real-time and callers respond to them immediately.
As is always the case, all call activities were automatically logged in to the Callbox Pipeline, Callbox’s lead management and marketing automation platform where the Client can view, process or download reports of leads and/or appointments generated by Callbox agents.
The Callbox Pipeline’s Lead Nurture Tool made sure the call list was accurate throughout the whole campaign, while the Callbox’s SMART Calling system guaranteed to reach the right prospects at the right time, when they are most available to talk. This seamless synergy turned the operation into one a hassle-free campaign.
The initial three-month program has generated a total of 29 success calls (28 phone appointments, 1 lead). While not jaw-dropping, it was a stark departure from the meager results their previous partners have provided. Currently, the team is on its first renewal. Feedback from the client have all been positive – from the professional way the team members conduct themselves to the quality of appointments that have been set. As a result, IPV Solutions has decided to move forward for two more months with the engagement.
The Client is a privately held corporation and is a premier provider of IT management solutions for businesses. The firm’s diverse product line, offered in a wide variety of capacity and application-specific configurations, can be scaled to support virtually any corporate environment.
The Client’s customers span a wide range of industries, and include Fortune 500 global enterprises. Their customer base is Medium to Large Enterprise businesses with complex, heterogeneous IT environments with stringent uptime and performance requirements. Today, over 40 customers with more than 5,000 total locations rely upon their products.
With their infrastructure ready to safely accommodate “many more” clients, they want to markedly increase highly qualified interest in their IT products, to produce enough leads to “boost sales to the next level.”
The Callbox Solution
The Client consulted Callbox. After reviewing their sales and marketing operations, Callbox immediately proposed deploying the Appointment and Lead Generation Program to realize their goal. Callbox started with an “out of the box” telemarketing campaign that would generate qualified/potential leads and appointments for the client on a daily basis. This was done by locating prospects, profiling, identifying decision makers, probing, qualifying targets, and pitching sales.
A script outline was developed which would serve as a guide for the agents to use in qualifying a prospect. It includes:
The sales generated as a direct result of the Callbox campaign exceeded projected revenues. Engaging Callbox to set appointments and generate leads effectively increased ROI and decreased transaction costs. It eliminated unnecessary costs incurred by the sales and marketing department by freeing them from calling dead ends and meeting unqualified clients.
The Client enjoyed the following benefits:
This case study is another success story showing that companies from various industries and strata benefit from Callbox’s target marketing to increase profitability and growth without sacrificing the quality of customer service.
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 leader in the SMB marketplace for Business Phone Systems and Applications. Their services include the design and installation of structured cabling, equipment installation and maintenance, and voice and data networking, including LANs, WANs, routers, hubs, switches, firewalls, and high-speed internet access. Their expertise includes designing and installing cabling for everything from small offices to large, multiple site locations.
Business is headquartered in Lemont Illinois with branch offices in Santa Fe Springs and Sacramento in California. They provide IP-PBX systems, IP-enabled Systems, VoIP Phone Systems, VoIP solutions, VoIP Technology and traditional TDM systems. For carrier-based services, they offer T-1, ISDN-PRI T1, dedicated internet access, integrated voice and data T-1′s, DSL, and more. The Client strives to be a single-source solution for companies’ telephone, video, and data communication needs. The Client engaged the services of Callbox in September 2006.
The Client’s objective was to see an increase in the number of its sales leads so that it could service more customers in the areas where its facilities were located. The Client has its own sales representatives for each county but they felt they needed supplemental support in searching for leads and wanted these leads forwarded to their in-house sales representatives for follow-up.
The Client searched for an outsourcing partner to help provide leads for its sales reps. Aside from this, the Client wanted to help their customers save on telecom bills by introducing and offering their affordable services as an alternative to other telecom providers.
The Callbox Solution
To achieve the Client’s objectives, Callbox carried out a lead generation and appointment setting campaign.
Taking its cue from the Client’s instructions, Callbox agents adeptly qualified leads and set appointments and forwarded these to the Client’s sales representatives. The 3-seater campaign focused on targeting small to medium sized businesses and a few large ones. No particular number of leads was required by the Client, so Callbox, equipped with research tools and a diligent team of agents, made calls and delivered leads according to the needs of the company.
The Callbox team made 160-200 calls per day for the Client. Callbox agents inquired about the current phone systems of target businesses, determined their level of contentment with their current telecom provider and asked them if they were interested in upgrading or adding features.
Callbox generated a total of 303 leads for the Client during the 8-month campaign. Each seat successfully generated 1-2 appointments per day, 25-30 appointments per month for Client’s sales team. The Client took a break in January 2007 to digest its full pipeline and resumed partnership with Callbox.
The Client ultimately profited from choosing Callbox as their outsource partner.
The Client is a global systems integrator and provider of end-to-end enterprise IT and software solutions. Its service portfolio includes strategic outsourcing, IT consulting, application management, training, small business services, asset recovery, and software services. It serves a huge client base in 170 countries with several business partners around the world.
The Client wanted to expand its market and open new accounts in the Asia-Pacific Region with as little difficulty in finding qualified leads as possible. Not satisfied with the performance of its previous telemarketing provider, it actively sought for a better lead generation carrier.
The Client had the following requirements for this campaign:
1. Highly flexible, non-scripted telemarketing approach to fit the different needs of various sets of projects.
2. Technically sound telemarketers to promote the Client’s software and IT products, and answer technical questions from prospects.
3. Excellent lead generation and appointment setting skills to produce substantial business leads in a limited time.
Having raised the bar, and seeing Callbox’s previous experience in b2b lead generation for multi-level marketing campaigns, the Client greenlighted the partnership.
The Callbox Solution
The Client hired Callbox in July 2009. A brief kick-off meeting was held where the Callbox agents were trained on how to present the Client’s offerings including fourteen different software and three hardware products. The Client instructed Callbox to generate a database of potential customers in the Asia Pacific. To their amazement, Callbox had already prepared a comprehensive list of contacts from its own contacts database. With the entire team geared up, the calling campaign started without delay.
Customer Nurturing Campaigns
Callbox deployed three customer nurturing projects designed to identify and communicate with the Client’s business partners in Malaysia. The first one was launched in August 2009 to introduce the Client’s reseller incentive programs, and promote their new products and services. It was followed by two more projects aimed to verify the contact details of the Client’s business partners, and to update them on the new reseller certification courses offered by the Client through its continuing education program.
Lead Generation and Appointment Setting Campaigns
The next set of campaigns was a lead generation project launched to support the Client’s marketing team in Asia-Pacific. One campaign was launched in behalf of its business partners in Singapore to market back-up storage solution. Time was of essence in this campaign, and Callbox was given three weeks to call prospects and deliver as many leads as it could generate. It was soon followed by a much bigger campaign aimed at generating sales leads for sixteen Client Business Partners in four countries (Singapore, Malaysia, Indonesia, and the Philippines). The density of the campaign was a huge challenge. Callbox submitted daily and weekly reports so that the Client’s salespeople could respond to new leads and appointments without delay. Lead distribution was facilitated through PipelineCRM, allowing the Client a real-time dashboard view of lead activity.
The five successive campaigns ran flawlessly for over a year, generating excellent results for the Client:
Pleased with the competence, exactness, and success of Callbox’s performance the Client’s business partners often expressed satisfaction:
“You are a great gun. Keep it up mate. Good work. This team is good. The information provided and quality of leads is much, much better than what we had from two other options we had earlier. This is real call success rate. This team is giving similar results to what our own internal team was doing. Finally we have some thing working.”
“I am pleased to say that the team has done a very good job in calling and generating leads for our organisation. I am sure we will have another round of campaigns with your team very, very soon. Loved the way your team works timely reports, timely information regards the leads, proper scripts. Good. Keep it up!! Best part is you understood what we are selling and devised your own process & ways to help us position & qualify a lead. Very Good.”
Since then, the Client continued to renew contracts regularly, and invited Callbox to take part in their ASEAN marketing plans for the year 2011.
The Client is a private company of internet marketers, web designers and developers, and web technology experts providing a wide range of internet solutions to various internet-based companies. Its online business solutions include web design and applications development, internet marketing, project consulting, e-commerce, and interactive development.
Over the years, the Client was performing well with its own sales team dialing for prospects and closing sales. Though their services were known to be superior in the industry, and repeat business was substantial, they found that they had to devote too much of their limited time to prospecting for leads. The Client needed to find a more productive way of generating business leads and face-to-face appointments without consuming the time allotted for presenting product demos and closing sales.
The Client had the following specific objectives:
After thorough planning and consultation, the Client decided to experiment with outsourcing for the first time, and chose Callbox as a strategic enterprise partner.
The Callbox Solution
The Client came to Callbox to develop and launch an initial three-month cold calling campaign as a pilot project to see if they could produce a sufficient number of leads to increase sales. The campaign began with a thirty-minute coaching session conducted by the Client and attended by a Callbox agent, team leader, and an account manager. Callbox’s broad experience in lead generation and appointment setting for all types of internet business solutions allowed the team to quickly recognize the particular needs of this client’s campaign.
Callbox used the script provided by the Client to create various sets of customized proposition messages to best fit the various industry sectors targeted in the campaign. This made the campaign largely unscripted but more personal and highly effective to each target sector. Callbox capitalized mostly on its own contacts database to identify potential prospects and increase the number of contacts of senior level targets.
The first campaign was launched in April 2010. Every Thursday, the Client was provided with weekly activity reports on pipeline and lead activity, appointment dates, and the overall campaign status.
The campaign was successful and extended the three-month pilot project into a nine-month rolling deal.
The Client is set to recontract in January to formulate its plans for 2011.
The Client is a certified Microsoft Partner, and Australia’s leading technology broker and retailer of a wide range of brand name technology products. It operates an online store serving a wide client base composed of corporate organizations, academic institutions, government sectors, and resellers throughout the country.
The Client was seeking an outbound telemarketing partner to promote its IT products and generate leads for its inside sales team. Highly technical in nature, the Client required domain expertise to handle inquiries confidently, and the ability to capture and communicate the technical details of each call.
Rather than risk a costly trial-and-error with “generic” telemarketers from unfocused lead generation companies, the Client hired Callbox due to its capability to provide technically sound telemarketers with relevant experience in the IT field.
The Callbox Solution
At the kick-off meeting the Client was able to speak with each facet of the Callbox team: an account manager, a research and data analyst, two experienced Callbox agents, their team leader, and a quality analyst.
During the meeting, lead qualification criteria were discussed and set, and the potential clients were identified: IT managers, system administrators, infrastructure managers, procurement managers, and office managers. With the Client’s approval, Callbox developed a call guide, which was subsequently modified according to the Client’s ongoing store promo and type of campaign.
Despite the technical nature of the campaign, the team, confident in its ability and readiness, started calling in July 2010. The first campaign targeted Microsoft users with near-term requirement for software licensing or upgrade to any of the latest versions of Microsoft applications such as Office, Exchange, Sharepoint, and Project 2010. Satisfied with the results, the Client re-contracted for two more projects to endorse its HP server trade-in and Lenovo Thinkpad promos. Callbox averaged 250 calls per day, from 9AM to 6PM, Monday through Friday.
The Client made clear that regular reporting was crucial. Reports were delivered daily so that its salespeople could respond promptly to appointments and other actionable statistics. Each call was recorded and rigorous data quality checks were employed at every stage of the campaign to ensure perfect execution of every task.
In all campaigns, contacts were asked if they might have pending requirements for the product, and if they would be interested in receiving a quote. Information requests were processed without delay via PipelineCRM’s Save&Send feature which allowed Callbox agents to send the Client’s brochures and price quotes without leaving the calling interface or the momentum of the shift. To make best use of every call, uninterested contacts were offered a monthly price list of the Client’s products, and their e-mails were obtained for the Client’s database.
During the 3-month campaign, Callbox was able to deliver a strong pipeline of warm leads, freeing the Client’s time for meeting with sales-ready customers.
With such a surge in leads and appointments, the Client decided to pause the campaign for a minimum of two months in order to accommodate all the new opportunities.