Software Retailer Revamps Marketing Strategy, Improves Conversion
The Client is a gold-certified Microsoft Partner based in Texas, USA. It specializes indistribution and implementation of Microsoft Dynamics NAV. It also offers customized business software solutions and expert advice to medium-to-large companies particularly in the field of manufacturing, distribution, financial, field services, and logistics sectors.
Before contacting Callbox, the Client relied mainly on repeat business and word-of-mouth endorsements from its past and existing customers to generate sales leads. Whilethis “old school” marketing approach may have worked for others, it was insufficient to achieve the Client’s growth objectives for two reasons:1) its products were expensive, and 2) its market base was too small.
Seeing its success stalling, the Client reconsidered its growth strategy. Its objective was to find a better way to tackle competition head on and generate recurring ROI. Instead of waiting for leads to walk in the door, it looked for a marketing partner who could effectively reach out to potential customers and guide them through the buying process. Soon enough,the Client saw outbound telemarketing with Callbox as an opportunity to make a difference in a crowded competitive landscape.
THE CALLBOX SOLUTION
The Client signed Callbox for a guaranteed campaign of 10 phone appointments qualified against its “ideal customer” standards:
- A C-Level decision maker (preferably in the Financial sector)
- Considering the purchase of a new ERP system in 9 months
- With a sufficient budget
The Client targeted manufacturing industries in Arkansas, New Mexico, Los Angeles, Oklahoma, and Texas. Callbox helped the Client calibrate its lead generation process using this criteria to improve lead hand off from marketing to the sales department. It also revised the call script to emphasize various challenges likely being encountered by prospects with their current software. This kept the campaign focused on conversations which best resonated with the Client’s market and set the stage for introducing a new product.
The shift to telemarketing broke all of the Client’s previous growth records using their conventional marketing strategy. Callbox not only delivered the guaranteed number of qualified appointments, but also improved the quality of leads resulting in an additional sales boost for the Client. As of October 2013 the Client and Callbox are working together on their sixth consecutive campaign.