The Client

The Client is a Singapore-based office of a South Korean Internet platform developer specializing in e-commerce, digital marketing, and online-to-offline solutions. It operates as a fully-owned subsidiary of a Fortune Global 500 firm, with offices in eight countries and over 2,300 employees. The Singapore office is crucial for the company’s expansion plans in the Asia-Pacific region, particularly in the O2O solutions space.

The Client’s product portfolio includes mobile shopping platforms, social media services, and mobile payment solutions. Their commitment to innovation and investment in new technologies enables them to maintain their position as a leader in the digital marketplace while ensuring sustained growth.

Their dedication to innovation shows as they continue to invest in modern technological initiatives. Along with their efforts to keep pace with the latest industry trends is their commitment to sustainability, making sure that their growth is not only financially profitable but also environmentally and socially responsible.

The Challenge

The South Korea-based Client opened its Singapore office in 2012, offering a series of integrated marketplace platforms customized for both online and mobile local commerce markets.

Among these platforms was their flagship social discovery app which was launched in 2013. This app allowed users to share and recommend places of interest in Singapore. It effectively increased brand visibility and
engagement by allowing customers to converse with merchants in real time. This resulted in valuable customer insights and contextual marketing information.

The Client, having received positive user adoption, sought to widen its merchant partner network. To do so, it decided to seek the assistance of a third-party provider with expertise in targeted outreach.

The Callbox Solution

After reviewing a list of marketing agencies, the Client selected Callbox due to its extensive experience running successful campaigns in Singapore. The two parties then collaborated to create a campaign plan that involved a
a sequence of multiple touches through emails and phone calls.

The main campaign objectives included:

1. Engaging decision-makers to gauge fit and interest
2. Booking face-to-face meetings with qualified prospects
3. Collecting information needed in the Client’s sales process

Email Marketing

1. At the start of the campaign, prospects received an introductory email that prepared them for the series of one-on-one calls. Later in the campaign, follow-up emails and targeted communications were sent to
   distribute more marketing materials.
2. Callbox’s team was responsible for designing and testing all email materials, such as templates, copies, and landing pages. They also handled responding to prospects and fulfilling their requests.
3. The Client oversaw the entire campaign, which included both email marketing and phone-based appointment setting, through Pipeline CRM, a lead management and marketing automation tool provided by Callbox.

Below is the two-step campaign process:

Account Research and Selection

1. The Client specified their target industries, location, and decision-makers.
2. Callbox refined the Client’s ideal customer profile (ICP) which served as a basis for identifying qualified accounts.
3. Callbox came up with a list of potential contacts to target, which was reviewed and approved by the Client.

Account and Prospect Profiling

1. The Client provided buyer persona profiles of the prospects they wanted the outbound campaign to target. The profiles consisted of detailed demographic and firmographic segmentations.
2. Buyer personas identified as the campaign’s primary targets were the Executive Chef, CEO, Owner, F&B Manager, Technical Manager, Equipment Manager, Facility Manager, CFO, and Financial Manager.
3. The master contact list was segmented based on these personas and was further grouped according to industry, business size, and technologies in use.

Results

The 6-month Lead Generation and Appointment Setting campaign delivered 129 Qualified Appointments, 302 Completed Leads, and 3,045 Decision Makers Reached.