The Client is a fast-growing Singapore-based FinTech company with more than six years of experience partnering with enterprise businesses in Southeast Asia. The company operates a cloud-based platform that helps large enterprises improve cash flows and tap into a pool of working capital through a full menu of supply chain financing options:
Last year, the company started implementing an ABM program to help them better identify high-priority accounts in their target markets. With half a decade’s worth of customer data under their belt, the Client was able to reliably determine some key qualities about their most promising target accounts:
The Client’s ABM program also specifies the need to outsource their top-of-funnel activities, including prospect research and initial outreach.
By the company’s own estimate, a third-party agency will greatly augment the company’s understaffed internal team, which currently generates an average of nine discovery meetings per month. Plus, the Client also thinks outsourcing will free up a big chunk of sales and marketing agents’ schedules, giving them more time to follow up and work on promising deals.
But first, the Client had to find a marketing company with the right expertise and resources to help them:
THE CALLBOX SOLUTION
After reviewing proposals from several marketing providers, the Client signed up for Callbox’s account-based appointment setting service. The Client noted that the program met all their requirements, and that Callbox already had an extensive track record of success with FinTech companies in the APAC region.
From the outset, the Client made it very clear they wanted a long-term partnership. That’s why a pilot three-month campaign was first carried out to learn the best ways to move things forward. After the test campaign, Callbox and the Client went ahead with full implementation, which is still ongoing today.
Callbox’s account-based appointment setting campaigns consist of three main activities. Some of the key highlights include:
Key firmographic qualities include: workforce of at least 500 employees; annual revenues of $50 million or more; engaged in manufacturing, retail, or wholesale trade in Singapore and Malaysia.
As for technographics, the Client’s top-tier accounts were companies that rely on either manual processes or on-premise software to handle procurement, invoicing, and cash flow management.
The Callbox team then prepared the target account list using a combination of Callbox’s in-house database and external data sources.
The Callbox team followed a unique lead nurture path and personalized messaging strategy for each of the three decision-maker groups.
The lead nurture paths combined phone, email, and LinkedIn touches which were scheduled and executed using a dynamic outreach cadence.
Callbox’s own CRM platform, Pipeline, helped orchestrate the different outreach activities and kept the Client up-to-date on the campaign’s progress.
At time of writing, the campaign has now completed 10 months of appointment setting activities and is gearing up for the eleventh month. Throughout that time, the whole effort has consistently hit key objectives.
On a per-channel basis, the campaign recorded mostly better-than-expected results including:
The campaign also performed very well in terms of account-based KPIs:
Overall, the entire campaign has booked a total of 181 discovery meetings (sales-qualified leads) for the Client so far. That works out to around 18 qualified appointments each month, which is twice what the Client’s in-house team could produce by themselves.
According to the Client, their reps can convert 20% of discovery meetings into proposals and turn 70% of proposals into new customers. With an average annual subscription revenue of $31,000 per customer, the Client can potentially close $785,000 in new annual recurring revenue from the appointments generated in this campaign.
The Client has more than four decades of ICT experience and leadership. It started with service-oriented technologies and has kept the battle in its hands until it lost bearings in 2011 due to management hit-or-miss and tough market competition.
The ICT magnate saw a decline in their revenue and sagging interest from their customers with competitors’ rapid release of mobile devices that made them seem invisible in the market.
Although several innovations were launched to snatch their target customer’s interest back, the problem continued for a couple of years, resulting to difficulty in promoting their new line of products. This called for the client to outsource some of its functions, particularly sales and marketing.
THE CALLBOX SOLUTION
Callbox and the Client built a detailed plan for a two-term account-based appointment setting campaign.
The thrust was for Callbox to get the Client’s sales specialists appointments with relevant IT purchase stakeholders, B2B prospects that have a need to purchase servers or PCs within three to six months time.
The six-month campaign exceeded all key objectives set for the project: individual channels, main activities, and overall campaign.
The campaign produced the following results:
Overall, the six-month campaign produced a total of 1,248 qualified appointments (sales-qualified leads).
The appointments delivered were best-qualified. Although the Client did not specify, they confirmed that the bulk of the leads were converted into new accounts.
Callbox was able to establish a good working relationship with the Client which resulted to two referrals from them.
Since 2014, Callbox has been a key partner in the Client’s customer acquisition program. The Client outsources much of its prospecting activities to Callbox and receives the bulk of its outbound leads and appointments from Callbox campaigns carried out regularly throughout the year.
During the campaign for the second half of 2018, Callbox implemented an account-based appointment setting strategy. This was in support of the Client’s recent adoption of an ABM approach for acquiring new business.
With ABM, the Client aims to capture high-value deals by engaging multiple contacts in an organization. According to the Client, they’ve observed that IT buying decisions now have to pass through different layers of decision makers. Oftentimes this means reps need to speak to multiple roles within the target company just to get their foot in the door.
The Client wanted Callbox to help them initiate this process, so that their reps can focus on moving the sales conversation forward. As a result, Callbox’s role grew to include market research, account selection, account profiling, and targeted outreach.
THE CALLBOX SOLUTION
Callbox and the Client worked out a detailed plan for a six-month account-based appointment setting campaign. The plan applied Callbox’s proven multi-touch, multi-channel outreach capabilities to connect with multiple relevant IT purchase stakeholders in the target accounts. The campaign consisted of three main activities:
The six-month campaign met all the key objectives set for each level of the project: individual channels, main activities, and overall campaign.
In terms of individual outreach channels used in the campaign, the Callbox team delivered the following results:
The three main account-based campaign activities produced the following:
Overall, the six-month campaign produced a total of 89 qualified appointments (sales-qualified leads) and 134 marketing-qualified leads (MQLs).
Since the qualified appointments represented best-fit, highly-interested opportunities, the Client expected to convert the bulk of these into new accounts, though they did not specify their forecast.
The Client continues to have Callbox as a marketing partner. Currently, Callbox is running a new six-month account-based appointment setting campaign for the Client
The Client has been a Callbox customer since 2014. Callbox handles most of the activities in the Client’s outbound prospecting program.
At the time the Client started working with Callbox, the company had a fairly extensive coverage of key areas in their primary markets of Alberta, Saskatchewan, and Ontario.
The early campaigns that Callbox launched for the Client were aimed at expanding the company’s presence in newer locations throughout these provinces. Around two years into the partnership, the Client shifted their marketing focus toward expanding across Canada.
The Client was very particular with the depth of product knowledge that the agents assigned to the project held. The Client had prior experience with a different provider that focused the messaging strategy on the Client as an organization but underemphasized the company’s products and benefits.
In addition, the Client also wanted Callbox’s appointment setting solution to seamlessly integrate with the company’s processes and technology stack. In particular, the client made it clear that the outbound campaigns should sync up with their internal CRM tool.
THE CALLBOX SOLUTION
Callbox planned and carried out phone-based outbound appointment setting campaigns for the Client. The project’s main objective is to hand off qualified prospects with a very high degree of interest in the Client’s window and door installation services.
The campaign activities broadly fall into two main categories: prospect research and phone outreach.
1. The company sells to homeowners within a specified income bracket and age group. This was initially limited to the company’s primary markets of Alberta, Saskatchewan, and Ontario but was later expanded into other Canadian provinces.
2. The Client provided its own prospect list, which the Callbox team supplemented with additional records and updated fields.
3. Most of the new contacts that Callbox provided have been acquired through research. These new records were reviewed and approved by the Client before being used.
1. The campaign team’s calling agents contacted prospects and determine their interest in the Client’s services with a series of probing questions. Contacts who were planning to replace their window or door, plus agreed to meet with a rep for a free estimate, were tagged as success calls.
2. To ensure that calling agents had adequate product knowledge, product training and call simulations were done prior to the project. The Client also regularly reviewed call scripts and recordings to see if their product-level value proposition was maintained in the calls.
3. Callbox tailored each outbound campaign to meet the Client’s changing requirements, scaling up the manpower and resources allocated to the project as needed. When the target locations grew to include other provinces in Canada, Callbox assigned an additional calling agent and another data specialist to the campaign team.
The campaign team has been able to maintain a positive response rate of at least 34% and a monthly list growth rate of 3%.
The appointment setting program is still ongoing and has now completed more than five years of targeted outbound B2C campaign activities for the Client.
On average, Callbox hands off 318 qualified appointments to the Client’s reps each month. The campaign team has also been able to maintain a positive response rate of at least 34% and a monthly list growth rate of 3%.
The Client is very satisfied with the results of the program so far and continues to partner with Callbox.
The Client offers a very competitive fitness club management platform that handles operations, memberships, sales, and back office processes. But the market for this type of software in North America is also highly saturated, with more than 50 major vendors operating in the same segments as the Client.
The company approached Callbox to help execute the outbound portion of their marketing program. They already had a very effective digital marketing process in place, but was dragged down by chronic underperformance in their sales development efforts.
Internally, the Client generated around six sales meetings on average each month. As the number of new customers continued plateauing, the company wanted to at least double the opportunities entering their sales pipeline.
The Client understood that reaching this target would need substantial commitments in manpower and other resources. The new pipeline targets would require them to ramp up their direct outreach volumes and expand their marketing database. That was why they partnered with Callbox.
THE CALLBOX SOLUTION
Callbox and the Client worked out a campaign plan for a three-month appointment setting program. The campaign’s primary objectives were:
To achieve the campaign objectives, Callbox carried out the following activities.
To guarantee the quality of data to be used in the campaign, the list underwent thorough customer profiling, which involved manually validating and verifying each database record and field.
1. The campaign targeted gyms and fitness clubs throughout the US and Canada, reaching out to persons in charge of gym operations, memberships, facilities, and administration.
2. The Client provided records from their in-house prospect list, which the Callbox team expanded and enriched with additional contacts.
3. The target list was further divided into six segments which represented five major wellness chains and one category for the other fitness centers.
1. The campaign used a combination of phone and email touch points to engage the target prospects.
2. Emails worked well at initiating contact, sending out sales collaterals, and following up with prospects throughout the outreach cadence.
3. Phone calls enabled direct, one-on-one conversations with the target decision makers, giving the Callbox team the right channel to nurture, qualify, and convert contacts.
1. The team carried out the outreach cadence with the help of Callbox’s suite of CRM and marketing automation tools found in Pipeline CRM.
2. Pipeline CRM also enabled real-time tracking and campaign management for both the Callbox team and the Client.
3. All campaign materials including call scripts, email templates, and landing pages were created by Callbox and approved by the Client.
The campaign was able to generate 3.7 times more appointments than their internal sales development efforts
Overall, the three-month campaign helped the Client meet their pipeline growth targets. In addition, each key campaign area (database profiling, email outreach, and phone-based conversations) exceeded the campaign requirements.
Email activities produced delivery rates of 98%, open rates of 33%, click-through rates of 11%, and reply rates of 7%.
The campaign handed over a total of 66 qualified appointments (sales-qualified leads), or an average of 22 qualified appointments each month. This number means that the campaign was able to generate 3.7 times more appointments than their internal sales development efforts.
With over 40 years in the business, the Client has already established a reputation as a leading logistics provider in most of the segments it operates in.
The company has recently been ramping up its presence in the “last mile” delivery market. This was marked by a series of specialized logistics services rolled out during the last three years, which were aimed at helping traditional retailers and ecommerce companies streamline their home delivery operations.
To support its push into the U.S. home delivery space, the Client had put together a “full spectrum” marketing plan. The primary strategy combined a number of digital and outbound channels deployed throughout their conversion funnel.
During planning, the Client had also decided to divide the marketing activities between its internal team and an outside marketing agency. A third-party vendor would handle most of the early-stage prospecting and lead generation activities, while the company’s in-house agents took care of activities further down the funnel.
Specifically, the Client wanted the outside marketing firm to carry out the following roles:
THE CALLBOX SOLUTION
After reviewing a handful of potential providers, the Client chose to partner with Callbox. The Client pointed out Callbox’s track record of successfully carrying out marketing campaigns for other B2B logistics companies as one of the main factors behind their decision.
Taking the Client’s requirements into careful consideration, Callbox then hammered out a plan for a three-month appointment setting campaign which the Client reviewed and approved.
The three-month campaign’s results exceeded most of the engagement and conversion KPIs set during the planning phase. Results on a per-channel basis include:
In terms of overall prospecting results, the campaign delivered a total of 83 qualified appointments (sales-qualified leads or SQLs) and 48 completed leads (marketing-qualified leads or MQLs).
The Client was able to close 3 new customers worth $6 million from the generated SQLs while the campaign was still ongoing. The company expects to win more deals from the qualified appointments handed over by Callbox within the next couple of months.
The Client was very satisfied with the results of the three-month campaign that they decided to partner with Callbox for their upcoming campaigns. In fact, at time of writing, the Client is in the middle of a new Callbox appointment setting project for one of their other logistics solutions.
Intangible assets (such as patents, software, content, brand name, and digital property) account for a greater portion of the value of a business today. In Singapore, intangible assets now make up at least a third of local companies’ value, up from 20% in 2010.
The Client is looking to strengthen its presence in the Singapore market, where the rapid expansion in businesses’ intellectual property (IP) portfolios has created strong demand for many of the Client’s services.
Much of this growth has been driven by increased R&D activity in Singapore’s manufacturing, engineering, and technology sectors—which are also the Client’s main target industries.
To support their planned Singapore expansion, the Client has implemented a comprehensive marketing strategy that involves direct outreach with key decision makers from companies that strongly fit their customer profile.
Right from the outset, the Client had decided to outsource this component of their marketing plan, laying down clear requirements for what they wanted their service provider to meet:
THE CALLBOX SOLUTION
The Client selected Callbox as their outsourced partner after extensive discussions with different marketing agencies. According to the Client, Callbox was able to show how they leverage their years of experience marketing in Singapore’s manufacturing and tech industries, including a couple of successful campaigns that resulted in new customers for other consulting firms.
Based on the Client’s objectives and requirements, Callbox determined that the best approach would be an integrated appointment setting campaign. The Client agreed to a three-month pilot program, which was then renewed for another three-month term after initial results met the Client’s expectations.
The pilot campaign’s results exceeded the Client’s main requirement of generating at least 10 qualified appointments per month. In total, the pilot campaign delivered 43 qualified appointments (sales-qualified leads or SQLs) and 78 marketing-qualified leads (MQLs).
After the first three-month campaign, the Client renewed the contract for another three-month appointment setting program. At time of writing, the new campaign was wrapping up its third month and has produced a total of 37 qualified appointments and 67 MQLs.
As one of a handful of highly-specialized digital marketing companies in Singapore, the Client recently expanded into the influencer marketing space.
In 2017, the company unveiled their full-service influencer marketing package initially to the Hong Kong and Singapore markets. The Client was planning to follow this up with a full rollout in the rest of their APAC and North American segments in the next year.
The company wanted to accelerate the first phase of this expansion, so they decided to support their overall marketing efforts with targeted outbound tactics. The owner and CEO was convinced that outbound could be a “force multiplier” to inbound in terms of “scaling up direct touches.”
But with much of their expertise and manpower committed to the company’s core digital marketing business, the Client sought the help of third-party providers to handle the outbound campaign. The company looked at potential marketing partners that had:
THE CALLBOX SOLUTION
One of the Client’s longtime digital marketing customers recommended Callbox as a possible outbound provider. After a thorough review of each potential vendor, the Client went with Callbox, mentioning how the latter “scored highly” in all the criteria they laid out.
A three-month appointment setting campaign was then planned and implemented. The campaign’s main goal involved driving awareness and booking sales meetings for their recently-launched influencer marketing platform. Some key campaign activities include:
The three-month campaign ran for a total of 66 days spanning much of Q3 2018 and early October of that year. The results met the Client’s expectations in a number of key performance areas:
Given these results from the initial campaign, the Client wants callbox to handle its upcoming outbound initiatives for the next stages of its expansion.
Building on the success of its cloud-based time attendance management solution, the Client recently rolled out a more internationalized version of its flagship product. As of February 2018, the current platform served 9,500 companies with over 600,000 users, mostly located in Japan.
To accelerate its customer acquisition initiatives, the Client sought to expand into several key Southeast Asian countries. The Client’s own research indicated a strong potential for tight product-market fit in the region, placing Southeast Asia as the next major growth driver for the company.
By providing an open API that allowed global customers to integrate any payroll system with the Client’s suite of HR software solutions, the company aimed to bring its product portfolio in front of a broader group of potential customers.
But first, the company needed help with a key part of their customer acquisition strategy: direct outreach. The Client relied both on inbound and outbound marketing channels to capture and convert prospects, but they felt their outbound efforts could use a boost.
Before partnering with Callbox, the Client’s marketing team was generating an average of 6 booked appointments for their sales reps per month. The Client decided to outsource their outbound activities instead of hiring full-time staff to handle prospecting, so that the company could assign their internal people into lead nurturing and lead conversion roles.
THE CALLBOX SOLUTION
Callbox has a long track record of planning and managing successful targeted marketing campaigns for B2B SaaS companies in Southeast Asia. That was one of the main reasons why the Client chose Callbox from a shortlist of marketing agencies.
A pilot three-month campaign was first carried out to gauge the program’s impact on the Client’s sales pipeline. With the pilot run’s results exceeding all key targets, the Client gave the go-ahead for a one-year appointment setting program, which is wrapping up its fifth month at time of writing.
Callbox created an integrated appointment setting strategy that combined phone, email, and LinkedIn touch points. The program consists of three main campaign activities:
Identifying and profiling potential customers
Carrying out multi-touch, multi-channel outreach
Qualifying, following up, and verifying prospects
The program has now completed a three-month pilot run and is now finishing up the fifth month of the main (one-year) phase. The results so far have consistently exceeded the Client’s targets, and the sales appointments Callbox generated have significantly expanded the Client’s pipeline.
The initial three-month test campaign yielded a total of 51 qualified appointments, which was 8.5 times more than what the Client could produce. Meanwhile, the main phase of the program has delivered 65 qualified appointments as of press time.
This means that, throughout the engagement so far, Callbox has managed to hand off an average of 15 qualified appointments per month, which is almost 2.5 times what the Client’s in-house team can generate.
Aside from appointments, the two campaign phases also yielded 161 completed leads, which are prospects that match the target customer profile but require further nurturing by the Client’s in-house team.
In 2013, the Client’s Singapore office signed up for a three-month pilot appointment setting campaign with Callbox. The company wanted to outsource some of their prospecting responsibilities, so that their in-house team could focus on opportunities further downstream.
Right around the same time, the Client was also ramping up its direct marketing activities across Southeast Asia. The company had a number of inbound and outbound marketing initiatives for driving awareness and demand toward its brand management solutions.
One of these was direct outreach activities that targeted various executive and senior-level marketing-related roles at Southeast Asian companies. The main goal of these efforts typically included profiling key accounts and booking introductory meetings for the Client’s consultants.
The Client also hosted live events as part of its customer acquisition strategy. These were usually 1-hour, invitation-only seminars on branding-related topics held at different locations in the region. The target attendees for these in-person events also consisted of senior marketing and sales decision makers.
THE CALLBOX SOLUTION
Callbox registered 36 event attendees—more than four times than the target.
Going into the appointment setting campaign, the Client’s main metrics included number of qualified appointments and number of hand-raisers (warm prospects). As for the Call-to-Invite campaign, the primary KPI was number of registered attendees.
The campaign generated a total of 9 qualified appointments from the target areas of Indonesia, the Philippines, and Thailand. The campaign also produced a total of 124 warm prospects for the Client.
There were a total of 36 registered attendees handed off in the Call-to-Invite campaign. These included 33 registered attendees for the Client’s Thailand seminars (which was more than four times what the company had targeted for Callbox).
As a leading brand in the CRM market, the Client regularly organizes and hosts in-person events throughout different parts of the world. These tradeshows and conferences, including its annual flagship event, typically draw huge numbers of attendees and receive extensive media coverage.
For its Asia-Pacific calendar, the company had a series of live events lined up for 2017. These events—which were scheduled for January, April, and July—would showcase the Client’s insights on how top-performing marketers succeed with customer-centric strategies driven by digital tools.
The Client planned to host each of the events in both Singapore and Hong Kong, targeting CMOs, marketing directors, sales directors, marketing managers, and other persons in charge of marketing and sales at organizations based in the two cities. The three events included separate programs for SMB and mid-market/general business (MMGB) audiences.
The company partnered with Callbox after being introduced by one of Callbox’s long-time clients in the software space. The Client intended to add targeted, one-on-one outreach into the event promotion mix, and wanted to see how Callbox’s Call-to-Invite package would be able to help boost registrations for its January event.
The initial campaign’s results met the company’s expectations, and The Client decided to work with Callbox for the April and July live events.
THE CALLBOX SOLUTION
A Call-to-Invite campaign was planned for each of the three events. The three campaigns combined email outreach and live phone conversations to engage attendees and prospects throughout the event cycle.
STEP 1. LAYING DOWN THE GROUNDWORK
Prior to the start of each campaign, callbox closely worked with the Client to thoroughly prepare for the Call-to-Invite activities:
STEP 2. CONTACTING AND INVITING POTENTIAL ATTENDEES
The pre-event outreach cadence started one month prior to each scheduled conference. The Callbox team segmented potential attendees according to location (Singapore or Hong Kong), business size (SMB or MMGB), and target industry.
STEP 3. FOLLOWING UP AFTER THE EVENT
To maximize conversions, Callbox executed a post-event follow-up cadence after each conference.
Going into each campaign, the Client focused on the number of registered attendees as the primary KPI to gauge the Call-to-Invite campaign’s success. The following table summarizes the number of registered attendees from the three campaigns:
In addition, the three campaigns also generated 1,050 new prospects for the Client. This consisted of 394 follow-ups and 656 requests for information.
The Client was very pleased with the results of the three Call-to-Invite campaigns. The first campaign exceeded their expectations that they increased the number of calling seats for the March-April and June-July campaigns. The company has also decided to continue partnering with Callbox for its upcoming Asia-Pacific events.
Since 2014, one of Singapore’s major professional and industry events organizer has been working with Callbox to help promote several of their B2B events in Asia.
When the Singaporean event company was acquired by the Client in 2016, Callbox remained the organization’s official marketing partner tasked with handling their portfolio of high-profile tradeshows and conferences, including:
EVENT A – An annual event billed as Asia’s largest conference for professionals and businesses in the global telecommunications industry that typically draws more than 40,000 attendees
EVENT B – A biennial trade event for the food and hospitality industry that features exhibitors from 70 countries and attracts more than 47,000 visitors
EVENT C – An annual international event that highlights trends in the professional audio, film, digital media, and broadcasting industries
EVENT D – A leading trade event and conference held every two years that showcases Asia’s oil and gas industry, attended by more than 18,000 visitors
EVENT E – A biennial industry event for Asia’s machine tools, precision engineering, and metalworking sectors that generates more than 12,00 attendees in event turnout
EVENT F – A paid, annual event that focuses on IT security and cyber threats, widely considered as the top InfoSec industry conference in Asia
While each event has its own unique requirements, the key challenge is to connect with the right number and the right kind of attendees to impact event turnout. Also, with so many live projects lined up in its calendar, the CLIENT faces very tight time tables to prepare and generate enough buzz for each event.
THE CALLBOX SOLUTION
Throughout its four-year partnership with the CLIENT and its Singapore subsidiary, Callbox planned and launched an end-to-end event marketing campaign for each of the live event mentioned earlier. With the exception of the infosec-focused conference, Callbox has ran multiple campaigns for each of these events.
Each campaign centered around using targeted outreach through a mix of different marketing channels (phone, email, and social media) to engage attendees and prospects at key points in the event process.
A. Setting up the campaigns
Before each campaign began, Callbox and point persons from the CLIENT worked out a campaign plan and completed the needed preparations.
B. Profiling and screening potential attendees
One month prior to each event, the team started the pre-event outreach activities. Aside from sending out invites, completing registrations, and confirming attendees, the Callbox team also scrubbed and cross-checked the target attendee list.
Since database profiling played a crucial role in each campaign’s success, Callbox devoted a great deal of time and resources to thoroughly validate and enrich each database record through desktop research combined with email and phone verification.
C. Following up and converting prospects
The post-show re-engagement phase of each campaign was launched two days after the event. This step began with a personalized thank-you email and continued with a series of follow-up phone calls.
In all, the campaigns generated the following results in terms of registered attendees and other KPIs:
To date, the CLIENT continues to partner with Callbox for targeted promotion of its in-person events. Callbox will be handling pre-event and post-event outreach for all upcoming conferences and exhibits hosted by the CLIENT in Asia.