The Client

The Client is a global enterprise IT solutions provider specialising in SAP ERP and cloud solutions, Business Intelligence, Analytics, and Big Data. The company supports organisations in modernising core business processes, improving operational visibility, and enabling data-driven decision-making through SAP-centric technologies.

The Challenge

Operating in Singapore’s competitive enterprise IT landscape, The Client needed a scalable, targeted approach to generate demand across multiple SAP solutions, including SAP ERP, Analytics & BI, and SAP Concur. Traditional outreach methods made it difficult to consistently identify qualified organisations with active requirements and align with multiple stakeholders involved in enterprise technology decisions.

In addition, many prospects expressed early-stage interest and requested more information without committing to immediate discussions. The Client required a structured lead generation and appointment-setting program that could nurture interest, qualify real opportunities, and convert intent into scheduled solution demos within a short program window.

The Callbox Solution

To help the company refine its marketing efforts and boost its sales pipeline, Callbox deployed a tailored Account-Based Marketing (ABM) program focused on Lead Generation and Appointment Setting.

Account-Based Multi-Channel Lead Management, leveraging Voice, Email, Chat, Web, and Social Media.
Sales Enablement and support, including Product Training, Account Setup, and Back-office Sales Support
Access to cutting-edge Tools & Subscriptions for the Smart Engage and HubSpot CRM
Strategic Account Management, incorporating Strategy Building, Reporting, and Product Knowledge

The Goals

Callbox aimed to:

Launch a targeted, multi-channel outreach program to support SAP ERP, Analytics & BI, and SAP Concur demand.
Engage senior IT and business leaders through discovery-driven conversations.
Convert qualified interest into scheduled sales appointments and solution demos.

The program unfolded in three main stages:

Account Research and Selection

In collaboration with The Client, Callbox utilised an AI-powered Ideal Customer Profile (ICP) to identify the company’s target accounts.
The company also submitted specific criteria, such as industries, annual revenues, and employee size, to determine its best-fit accounts.
The Callbox team then compiled a list of potential target accounts, which The Client reviewed and approved.

Account and Prospect Profiling

The Client provided detailed buyer persona profiles encompassing thorough demographic and firmographic descriptions to engage prospects in the outbound program effectively.
The program focused on engaging key positions such as the CEOs, COOs, CFOs, Finance Director, Head of IT, IT Director, Managers, IT and Systems Engineer, System Admin, IT Executive, SAP Finance Controller and Consultant, and Production Manager.
The master contact list was segmented based on these buyer personas and categorised by industry and business size.

Multi-touch, Multi-channel Outreach

The Callbox team developed a customised lead nurturing strategy, delivering tailored messages that resonated with different decision-maker groups. Using an AI-powered approach, they created nurture paths that integrated phone, email, web, and LinkedIn interactions within a flexible outreach framework.

Callbox’s proprietary CRM, Smart Engage, streamlined the coordination of all outreach activities, ensuring that the company stayed updated on the program’s progress and results.

Results

Within three months, the program delivered a steady flow of qualified SAP-focused opportunities. Callbox successfully converted early-stage interest into 41 MQLs, booked 13 confirmed sales appointments for solution demos, and expanded the client’s reach through 145 new LinkedIn connections with enterprise decision-makers, strengthening both short-term pipeline and long-term market presence.

Enterprise IT Provider Scales SAP Appointments in 90 Days

Unlock Full Case Study