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B2B Events Firm Gets Solid Registrations from Long Term Partnership with Callbox [CASE STUDY]

B2B Events Firm Gets Solid Registrations from Long-Term Partnership with Callbox


CASE STUDY



B2B Events Firm Gets Solid Registrations from Long-Term Partnership with Callbox


THE CLIENT




HIGHLIGHTS
  • Launched multiple successful campaigns for Asia’s largest B2B events organizer
  • Generated 1,207 registered attendees for one of the Client’s trade shows
  • Handed off a total of 1,249 warm prospects and 2,771 profiled contacts

ABOUT
The Client is a London, UK-based B2B events organizer with a portfolio of in-person exhibits, tradeshows, and conferences across various industries worldwide. The company also offers web and banner advertising services, B2B broadcasting and data services, as well as digital and print media services.

Founded in 1918, the CLIENT is widely considered to be one of the largest B2B events coordinator today, with 70 offices in 20 countries. THE CLIENT currently operates in two main service segments: one for events, and the other for general marketing services. The company is subdivided into three geographic units: Americas, Asia, and EMEA.

As of 2017, the CLIENT has over 3,500 employees and has reported annual revenues of more than $1.3 billion.


THE CHALLENGE



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.

  • THE CLIENT was assigned a campaign team that handled all aspects of the event marketing activities.
  • THE CLIENT reviewed the call scripts, email templates, and other campaign materials prepared by Callbox.
  • THE CLIENT also provided the list of target attendees which Callbox would update and profile (the next figures show record counts and target industries for each list):

CS_OTH-B2B-Events-Firm-Gets-Solid-Registrations-from-Long-Term-Partnership-with-Callbox-records

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.

  1. THE CLIENT wanted the campaigns to focus on driving online pre-registrations and to collect deeper intelligence on each potential attendee.
  2. For the paid infosec event, Callbox coordinated with reps from the Client’s subsidiary to handle contacts who wanted to find out more about payment details and other information.
  3. The machine tools/precision engineering campaigns focused exclusively on data profiling.

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.

  1. Callbox prioritized registered attendees who came to the shows, and the team also reconnected with other prospects.
  2. Each contact was thoroughly screened based on the CLIENT’s requirements before hand-off.
  3. Throughout each campaign, the CLIENT kept track of each prospect’s status through Pipeline CRM.

RESULTS



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.



Managed IT Firm Long Term Callbox Client Closes 150K in One Campaign [CASE STUDY]

Managed IT Firm, a Long-Term Callbox Client, Closes $150K in One Campaign


CASE STUDY



Managed IT Firm, a Long-Term Callbox Client, Closes $150K in One Campaign


THE CLIENT



ABOUT
The Client is an Atlanta, GA-based managed IT services provider with a branch office in Sydney, AU. The company works with SMEs in both the Atlanta and Sydney metropolitan areas, offering a variety of IT services including procurement, consultancy, technical support, project management, and cloud management.



TARGET INDUSTRIES
Mining, Construction, Manufacturing, Transportation & Public Utilities, Wholesale Trade, Retail Trade, Finance, Insurance, Real Estate, Services

TARGET PROSPECTS
Owner, Office Manager, IT Manager, Finance Manager

TARGET AREAS
Boston, GA, USA and Sydney, AU metropolitan areas


THE CHALLENGE



The Client started working with Callbox in 2017. Throughout the ensuing 12 months, Callbox has remained a strategic marketing partner for the company, helping them reach key business milestones.

As an extension of the Client’s marketing team, Callbox is responsible for planning and executing targeted outbound prospecting campaigns based on the company’s growth objectives and revenue goals.

During the project’s first two campaigns, the Client focused on increasing awareness and acquiring customers for its growing suite of managed services aimed at SMEs in the Atlanta metropolitan area.

As the company’s marketing priorities shifted (such as the addition of new offerings like its IT advisory and cloud management solutions into the product mix), Callbox was consistently able to readapt how it planned and managed campaigns according to the Client’s changing requirements.

The specialized nature of the Client’s services also meant that marketing reps handling the Client’s campaigns needed to have a good technical grasp of the offerings. This ensured that the company’s unique value proposition was effectively communicated to the target prospects.

In August 2018, the Client expanded into the Australian market by setting up an office in Sydney. The bulk of the outbound activities have since been refocused toward engaging potential customers in the new market

HIGHLIGHTS
  • Designed and deployed a long-term appointment setting program for a managed IT solution provider
  • Accelerated the Client’s pipeline growth with consistent stream of qualified appointments
  • Delivered prospects that converted into $150,000 in new contracts for the Client
RESULTS WITHIN TWELVE WEEKS

CS_IT_Managed-IT-Firm-a-Long-Term-Callbox-Client-Closes-150K-in-One-Campaign-results


THE CALLBOX SOLUTION



Each three-month campaign consisted of an integrated phone and email outreach cadence designed to qualify prospects and book them for a meeting with the Client’s reps. Accordingly, each campaign focused on three main activities:

Researching and Profiling Contacts

  • Callbox helped the Client refine its ideal customer profile (ICP) by analyzing and documenting its target market and existing customers.
  • Callbox’s database team then collected contacts that matched the ICP through Callbox’s in-house data repository and also through desk research.
  • For both Atlanta and Sydney campaigns, the Client wanted to target business owners, office managers, it managers, and finance managers from companies in 10 industries, with 15 to 500 employees.

Outreach and Follow-up Activities

  • The campaigns followed a multi-touch outreach cadence primarily made up of email and phone touches to contact and schedule prospects for one-on-one meetings with the Client’s reps.
  • Social media was also used in later campaigns as an added touch point for profiling and nurturing leads.
  • The Callbox team prepared all campaign materials including the call scripts, email templates, landing pages, and social media posts.

Lead Management

  • The first two campaigns were executed using the Client’s own CRM, but later projects were migrated to Pipeline (Callbox’s proprietary marketing automation tool).
  • Pipeline includes SMARTCalling, a data-driven call optimization feature, to maximize decision maker reach, as well as Lead Nurture tool to help the Client customize the outreach cadence.
  • Callbox also provided real-time updates on campaign progress and lead/appointment status, and sent out timely notifications to ensure meetings took place as scheduled.

RESULTS



The project has now completed three full campaigns (each with three months of appointment setting activities) and is currently in the middle of the fourth campaign. So far, the results are in line with the Client’s targets.

The three completed campaigns have generated a total of 90 qualified appointments, or an average of 30 per campaign (around 10 per month). The Client says this far exceeds what their team can produce in-house.

More importantly, during the second campaign, the Client was able to win new contracts worth $150,000 from the appointments delivered by the Callbox team.



31-Month Campaign Yields New Cleaning Contracts for NY Janitorial Firm [CASE STUDY]

31-Month Campaign Yields New Cleaning Contracts for NY Janitorial Firm


CASE STUDY



31-Month Campaign Yields New Cleaning Contracts for NY Janitorial Firm


THE CLIENT



ABOUT
The Client is a family-owned commercial cleaning company that serves businesses in the Long Island, NY area. The company offers janitorial services, building maintenance solutions, as well as sanitary supplies. It specializes in commercial, medical healthcare, educational, industrial, and retail properties.



TARGET INDUSTRIES
All large companies except auto dealerships, gyms, cinemas, apartments, hotels, and bowling alleys

TARGET PROSPECTS
General Managers, Operations Managers, Maintenance Managers, Office Facility Manager, Operations Manager, Purchasing Manager, Owner, School Director

TARGET AREAS
Nassau County and Suffolk County (Long Island, NY)


THE CHALLENGE



With limited manpower and resources to carry out outbound prospecting activities in-house, the Client hired the services of Callbox in January of 2015. For the next two-and-a-half years, Callbox served as a close extension of the company’s sales team, consistently providing appointments and leads to its reps and marketing staff.

Before working with Callbox, the Client had been following a 3-point messaging approach in all its marketing communications and sales collateral. The Client required all marketing/sales materials to:

  • Be precisely tailored for the Client’s target audience
  • Be clearly Mapped to the right stage in the company’s sales cycle
  • Tie benefits and pain points back to specific business outcomes

The Client was very clear about meeting these standards. This formed the basis for selecting Callbox since the agency was able to demonstrate these qualities through its flexible service proposal and actual track record in deploying successful marketing campaigns for commercial cleaning firms.

In addition to the Client’s messaging requirements, the company also went into the partnership with Callbox expecting to receive at least 15 qualified appointments from the campaign each month.

HIGHLIGHTS
  • Carried out a highly successful 2-and-a-haf-year appointment setting project for a Long Island, NY-based commercial cleaning firm
  • Communicated Client’s unique value proposition through campaign materials aligned with the company’s messaging requirements
  • Exceeded key campaign benchmarks and minimum requirements set by the Client
RESULTS WITHIN TWELVE WEEKS

CS_CC_31-Month-Campaign-Yields-New-Cleaning-Contracts-for-NY-Janitorial-Firm-results


THE CALLBOX SOLUTION



Throughout the whole effort, the campaign plan centered on carrying out multi-touch, multi-channel appointment setting mainly through an outreach cadence of phone and email touch points.

Callbox then helped the Client identify and refine the campaign’s target prospects which consisted of decision makers handling facilities management, operations, and business service procurement.

The target companies included businesses having at least 75 employees, that operated large Buildings like schools, laboratories, manufacturing facilities, medical practices, and large retail establishments located throughout the Long Island, NY area.

Appointment-Setting

  1. With the Callbox-supplied prospect list, the campaign was able to increase its reach and scope much more than what was possible with the Client’s own database.
  2. The Callbox team used SMARTCalling, its proprietary call management algorithm, to determine the optimal times to contact prospects and increase success call rates.
  3. Prospects who agreed to an in-person or phone meeting with the Client’s reps were tagged as qualified appointments, while contacts who accepted company literature via email were labeled as completed leads.

Email Marketing

  1. The outreach cadence was made up of a combination of phone and email touches tailored for the Client’s specific objectives and targets.
  2. The campaign relied on emails to initiate contact and nurture prospects, in particular leveraging targeted send-outs for both qualifying leads and distributing marketing literature.
  3. Callbox’s exclusive Lead Nurture tool enabled easy orchestration of event-driven email touches.


RESULTS



The entire project ran for 31 months from January 2015 to July 2017. In terms of the KPIs agreed upon at the campaign’s outset, the whole effort generated the following results:

  • 622 total qualified appointments (averaging 20 per month)
  • 993 total completed leads (averaging 32 per month)
  • 1,047 total net new prospects (averaging 33 per month

Callbox was able to maintain delivering 17 to 22 qualified appointments each month throughout the project, which meant that the campaign consistently met the Client’s expectations.

Although the Client did not disclose any figures, the company has mentioned that it had already converted “a great deal” of the Callbox-supplied appointments into new customers.



SG Corporate Car Rental Firm Expands in 4-Year Team Up with Callbox [CASE STUDY]

SG Corporate Car Rental Firm Expands in 4-Year Team-Up with Callbox


CASE STUDY



SG Corporate Car Rental Firm Expands in 4-Year Team-Up with Callbox


THE CLIENT



CS_OTH_SG-Corporate-Car-Rental-Firm-Expands-in-4-Year-Team-Up-with-Callbox-client

ABOUT
Founded in 1995, the Client ranks as one of the leading providers of corporate car rental services to business customers all over Singapore and Malaysia. The company offers both self-drive and chauffeur-driven vehicle rentals through a number of flexible packages for short- and long-term leasing arrangements.



TARGET INDUSTRIES
Corporate offices all over Singapore

TARGET PROSPECTS
Procurement Manager, HR Manager


THE CHALLENGE



Singapore is well-known for its high cost of vehicle ownership, making it an ideal market for car rental companies. The Client is one of dozens of rent-a-car providers competing in the lucrative corporate vehicle leasing segment, a sector which is currently undergoing some major developments.

The Client’s service portfolio includes both short-term and long-term car rentals, but with competition heating up in the business travel market for car rentals (especially with the entry of smaller boutique players via Singapore’s real-time online car rental booking platform), the company wanted to refocus its marketing efforts on long-term rental services, where the Client could better differentiate its offerings.

To maximize results for the new marketing initiative, the Client planned to concentrate its in-house resources on inbound activities, while letting a third-party provider handle the bulk of its outbound strategy. The Client expected this approach would allow them to redirect their internal team on more crucial stages of the sales process.

In 2013, the Client partnered with Callbox for a pilot three-month appointment setting program. After this initial campaign, the Client remained with Callbox until mid-2017, helping the company achieve key business milestones throughout the period.

HIGHLIGHTS
  • Completed a long-term multi-channel appointment setting program for a Singapore-based corporate car rental company
  • Exceeded campaign benchmarks in terms of qualified appointments and leads completed throughout the 4-year engagement
  • Contributed to the Client’s medium-term business goals, including market share expansion and revenue growth
CAMPAIGN RESULTS

CS_OTH_SG-Corporate-Car-Rental-Firm-Expands-in-4-Year-Team-Up-with-Callbox-results


THE CALLBOX SOLUTION



The campaigns carried out during the four-year partnership revolved around Callbox’s multi-touch, multi-channel approach at appointment setting. This involved contacting and nurturing high-value prospects through a sequence of phone and email touches made at critical times in the outreach cycle.

Each campaign’s main objective was to book phone appointments with qualified prospects on behalf of the Client’s reps, targeting procurement managers and HR managers from corporate offices across Singapore.

Appointment-Setting

  1. Callbox prepared all campaign materials including the campaign database, call scripts, email templates, and landing pages—which were all reviewed and approved by the Client.
  2. Agents engaged the target decision makers in one-on-one sales conversations designed to uncover fit and interest, while QA analysts further screened each potential prospect before handing them over to the Client’s reps.
  3. Callbox’s SMARTCalling tool enabled data-driven call scheduling so that each prospect was contacted at the best possible time.

Email Marketing

  1. Each campaign outreach cadence relied on email touches for warming prospects up and nurturing them toward conversion.
  2. Callbox’s Lead Nurture Tool, a drag-and-drop marketing automation scheme builder, allowed the team to further refine and personalize email send-outs and responses based on specific events and triggers.
  3. Email specialists closely monitored and tracked the campaign’s email performance, maintaining KPIs within the required benchmarks for opens, CTRs, bounces, and response rates.


RESULTS



The entire project ran for 50 months (from June 2013 to July 2017) and met most of the objectives set by the Client. Going into the project, the company wanted to add 10 sales appointments, 20 leads, and 30 warm contacts per month. Here are the actual results of the whole engagement based on the target KPIs:

  • The project booked a total of 782 qualified appointments (averaging 16 per month) for the Client.
  • The Callbox team also generated a total of 2,011 verified leads (averaging 40 per month).
  • There were also 1,426 contacts (averaging 29 per month) positively contacted and profiled during the course of the project.

Overall, the Client was satisfied with the quantity and (more importantly) quality of the leads and appointments Callbox delivered. While the company gave no specific figures, the Client cited gaining a steady stream of opportunities and conversions as the main reason why it continued to work with Callbox for more than four years.



AU Janitorial Firm Wins 6 New Clients and 330K in Deals from Campaign [CASE STUDY]

AU Janitorial Firm Wins 6 New Clients and $330K in Deals from Campaign


CASE STUDY



AU Janitorial Firm Wins 6 New Clients and $330K in Deals from Campaign


THE CLIENT



CS_CC_AU-Janitorial-Firm-Wins-6-New-Clients-and-330K-in-Deals-from-Campaign-client

ABOUT
The Client provides professional managed cleaning services to businesses, government offices, and nongovernment organizations across Victoria and all over Australia. The company’s customer segments include: office, commercial, hi-rise, industrial, retail, medical, and hospitality buildings.



TARGET INDUSTRIES
All industries except government schools and hospitals

TARGET PROSPECTS
General Managers, Operations Managers, Maintenance Managers, Office Managers, Owners


THE CHALLENGE



Although Australia’s commercial cleaning sector is projected to grow at a healthy 5.0% each year until 2019, commercial cleaners continue to face fierce competition and strong downward price pressure, leading to falling sales and shrinking profit margins across the industry.

As a result, commercial cleaning providers like the Client now look to include more proactive marketing tactics in their customer acquisition programs. This is especially true for the Client which operates out of Melbourne, one of the areas in the country with the highest numbers of cleaning companies that are all vying for very similar target markets throughout Victoria and Australia.

In fact, the Client had already partnered with Callbox several years ago and completed a successful three-month outbound prospecting campaign that helped significantly expand its sales pipeline. But due to changes in marketing strategies, the Client thereafter prioritized inbound lead generation.

This time, the Client plans to reintroduce outbound prospecting into its marketing mix to supplement its inbound efforts. The company’s current prospecting program generates an average of 20 face-to-face appointments each month, and the Client aims to increase this by at least 25%.

HIGHLIGHTS
  • Launched a very successful campaign that resulted in 6 new customers for a Melbourne, VIC commercial cleaning firm
  • Added $330,000 in additional revenues for Client while 3-month campaign was still ongoing
  • Increased total number of appointments per month by at least 35%, exceeding Client’s 25% target
RESULTS WITHIN TWELVE WEEKS

CS_CC_AU-Janitorial-Firm-Wins-6-New-Clients-and-330K-in-Deals-from-Campaign-results


THE CALLBOX SOLUTION



Having already worked with Callbox, the Client chose to let Callbox plan and handle a new appointment setting campaign since Callbox has already demonstrated how it uses its capabilities to deliver solid results.

The Client then signed up for a three-month appointment setting program. The campaign plan included implementing a sales cadence using both email and phone touch points delivered at optimal times for engaging each contact.

The main goal was to book office appointments with qualified prospects for the Client’s reps to conduct a free cleaning estimate.

Appointment-Setting

  1. Callbox compiled the list of target companies that included mid- to large-sized Melbourne, VIC businesses that own or operate office, commercial, hi-rise, industrial, retail, medical, and hospitality building types.
  2. The target prospects consist of general managers, operations managers, maintenance managers, office managers, and owners.
  3. Callbox also prepared the call scripts that probed prospects’ fit and interest using customer pain points and the Client’s unique selling points.

Email Marketing

  1. Emails played a key role in the campaign’s prospecting cadence, and were used to initiate contact (intro emails) and to nurture prospects (targeted send-outs).
  2. Callbox created and tested all email marketing materials used in the campaign, including email templates, landing pages, and other email components.
  3. The campaign’s email specialists managed and monitored all email marketing activities.


RESULTS



After three months of appointment setting activities, the campaign wrapped up with a total of 23 qualified appointments handed over to the Client.

Together with the client’s 20-appointment monthly average from inbound channels, the appointments generated in the campaign represent at least a 35% increase in the total number of appointments per month.

An even more important result is that, while the campaign was still ongoing, the Client was able to close six of the delivered appointments as new customers. At an average deal size of $55,000, this works out to $330,000 of additional revenues the Client gained from the campaign.

The Client was very pleased with the results that they’ve recently renewed the contract for a new three-month campaign.



Mobile Platform Deepens Pool of Potential Merchant Partners in SG Campaign


CASE STUDY



Mobile Platform Deepens Pool of Potential Merchant Partners in SG Campaign


THE CLIENT



client-CS_SW_Mobile-Platform-Deepens-Pool-of-Potential-Merchant-Partners-in-SG-Campaign

ABOUT
The Client is the Singapore office of a South Korea-based Internet platform developer that specializes in e-commerce, online-to-offline (O2O) solutions, and digital marketing. The company is a fully-owned subsidiary of a Fortune Global 500 firm with 2,300 employees and offices in eight countries.



TARGET INDUSTRIES
Retailers, Food and Drinking Places

TARGET PROSPECTS
Owner, Restaurant Manager, Marketing Manager, General Manager


THE CHALLENGE



Headquartered in South Korea, The Client established its Singapore office in 2012, providing a suite of integrated marketplace platforms tailored for the local online and mobile commerce segments. This included its flagship social discovery app launched in 2013 that allowed users to share and recommend places of interest in Singapore.

One of the app’s key selling points was that it featured an extensive network of merchant partners that actively engaged users with exclusive offers and promos. The app gave participating merchants an added channel for having real-time conversations with customers, improving brand visibility through user-generated content and micro-influencers, as well as gaining valuable customer insights and contextual marketing information.

Several months after releasing the app, the Client wanted to accelerate the growth of its merchant partner network in response to very positive user adoption numbers. This led the company to consider implementing targeted marketing tactics alongside its inbound marketing efforts.

But with little experience in direct marketing and much of its marketing resources already tied up in existing programs, the Client realized the best way forward was to work with a third-party provider that specialized in targeted outreach.

HIGHLIGHTS
RESULTS WITHIN TWELVE WEEKS

• Launched a multi-touch campaign that helped accelerate the Client’s partner acquisition efforts
• Increased the number of potential merchant partners from SG retailers in the Client’s pipeline
• Expanded both branding and revenue potential with high decision maker reach rates


THE CALLBOX SOLUTION



The Client chose Callbox after reviewing a shortlist of marketing agencies, pointing to Callbox’s long-term experience deploying successful campaigns in Singapore as the deciding factor.

Callbox and the Client then developed a campaign plan that combined emails and phone calls delivered as a sequence of multiple touches. The main campaign objectives included:

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

Appointment-Setting

1. The target prospects included business owners, restaurant managers, marketing managers, and general managers from retailers in Singapore.

2. Callbox prepared all campaign materials including the call script and campaign list, which were reviewed and approved by the Client.

3. The Callbox team maximized decision maker reach rates by leveraging SMART Calling, Callbox’s proprietary call management system.


Email Marketing

1. The campaign’s first touch point was an intro email that primed prospects up for the sequence of one-on-one calls. Follow-up emails and targeted send-outs (for distributing additional marketing materials) were also used at later stages in the campaign.

2. The Callbox team created and tested all email materials including templates, copies, and landing pages. The team also handled replies and prospect requests.

3. The Client monitored the entire campaign (including both email marketing and phone-based appointment setting) through Pipeline CRM, Callbox’s lead management and marketing automation tool.


RESULTS



Callbox completed the campaign in six months (or 132 days at 22 days per month), and handed off a total of 129 qualified appointments and 302 verified leads to the Client.

Since the campaign followed a multi-touch cadence that started with email activities designed to initiate contact, the Callbox team only began generating appointments near the end of the first month. Once the nurtured contacts began converting, the campaign was able to consistently deliver between 18 to 25 qualified appointments each month.

The Callbox team also achieved a relatively high decision maker reach rate of around 24% and, by the end of the campaign, the team connected with a total of 3,045 decision makers.

The Client projected that 80% of the appointments generated in the campaign would convert into qualified sales opportunities, with 60% turning into signups. That translates to 62 potential new merchant partners for the Client’s social discovery app.



AU Security Firm Gets 1800+ Sales Appointments from 18 Month Callbox Campaign [CASE STUDY]

AU Security Firm Gets 1,800+ Sales Appointments from 18-Month Callbox Campaign


CASE STUDY



AU Security Firm Gets 1,800+ Sales Appointments from 18-Month Callbox Campaign


THE CLIENT



ABOUT
The Client develops, installs, and maintains access control and CCTV systems for businesses, as well as offers security integration services and customized security solutions. The Client primarily sells to small and medium-sized organizations across a wide range of industries all over Australia.



TARGET INDUSTRIES
All Industries

TARGET PROSPECTS
Director, Proprietor, Owner, Partner, Managing Director, General Manager, Loss Prevention Officer, Store Manager, Warehouse Manager, Installations Manager, Operations Manager


THE CHALLENGE



The Client ranks as one of the leading Sydney-based security companies that specialize in fully-integrated video surveillance solutions for businesses. The company offers its products and services directly to customers, as well as through its network of channel partners and contractors.

To address the growing competition in its home state of New South Wales and some areas in Queensland, The company adopted a more proactive marketing approach, which added direct outreach into the marketing mix to complement its existing inbound program.

The Client initially carried out outbound activities in-house with its inside sales team researching and contacting cold prospects via phone and emails. But the effort only managed to deliver 37 appointments after six months (or an average of 6 per month).

It was clear that the Client had a hard time scaling its outbound marketing activities. Prospecting took up nearly half of their inside sales team’s time, and the company wasn’t sure how hiring new reps would improve results.

That was when the company decided to outsource its outbound marketing program and let Callbox handle the time-consuming tasks of identifying and setting sales appointments.

HIGHLIGHTS
RESULTS WITHIN TWELVE WEEKS

• Completed an 18-month integrated appointment setting campaign that exceeded the Client’s targets
• Delivered an average of 101 qualified appointments each month, which was 17 times more than what the Client’s in-house efforts had generated
• Added more than 2,300 new prospects into the Client’s pipeline, expanding its potential reach in NSW and QLD


THE CALLBOX SOLUTION



Callbox planned an initial one-month campaign for the Client, since the company wanted to see first how partnering with an outside provider would work out. The main strategy behind the campaign was to use a combination of email outreach and phone conversations to qualify prospects and schedule meetings on behalf of the company’s reps.

Right after the pilot program, the Client decided to proceed with the campaign and reviewed the project status on a monthly basis. The two main campaign components (phone-based appointment setting and targeted email outreach) focused on these activities:

Appointment-Setting

1. The campaign primarily targeted proprietors, managing directors, managing partners, and (secondarily) other persons in charge of business security at SMEs in NSW and QLD.

2. Callbox closely collaborated with the Client to create the materials for the campaign, including call scripts and the prospect list.

3. Agents engaged the target prospects in one-on-one conversations in order to introduce the Client’s latest line of video surveillance systems and to book qualified prospects for a face-to-face consulting session with one of the company’s licensed security specialists.


Email Marketing

1. The Callbox team used emails to initiate contact with prospects and to nurture them throughout the campaign.

2. The campaign also relied on emails to follow up with and respond to prospect inquiries and requests.

3. Callbox crafted and tested the email templates and landing page based on the Client’s requirements and feedback.


RESULTS



The campaign ran for a total of 18 months. In the campaign’s first month alone (despite two weeks spent warming up and nurturing prospects), the Client received 55 qualified appointments, which was around 1.5 times what the company was able to generate from its six-month in-house prospecting activities.

This led the Client to request more calling agents from Callbox to be assigned to the campaign in the subsequent months. This, in turn, helped steadily increase the number of qualified appointments produced during the first few quarters of the campaign, as shown below:

By the end of the 18-month campaign, Callbox handed a total of 1,829 qualified appointments to the Client, (or an average of 101 qualified appointments each month). The campaign also added 1,993 follow-ups and 414 requests for information to the Client’s prospect pipeline.



Healthcare SaaS Vendor’s Pipeline Growth Jumps 2-Fold in 3-Pronged Campaign


CASE STUDY



Healthcare SaaS Vendor’s Pipeline Growth Jumps 2-Fold in 3-Pronged Campaign


THE CLIENT



ABOUT
The Client provides NLP-based computer-assisted coding (CAC), clinical documentation improvement (CDI), compliance auditing, and analytics solutions to hospitals and healthcare facilities all over the United States. The company also offers medical coding, transcription, and revenue cycle management services.



TARGET INDUSTRIES
Hospitals

TARGET PROSPECTS
HIM Director, CIO, CFO, Transcription, Coding supervisor, CDI supervisor


THE CHALLENGE



The Client, a provider of NLP-enabled medical coding and health information management SaaS applications, routinely outsources initial prospecting activities to third-party agencies. With a sales cycle that can take more than six months to complete, the company believes its in-house sales team is best put to use nurturing and following up qualified opportunities instead of doing cold outreach.

The Client, however, has had mixed results with different outsourced marketing companies so far. The previous outsourced campaigns often ran into issues such as:

To support its recent refocus and product rollout, the Client planned a series of marketing initiatives designed to:

  • Prospect lists that need further profiling and updating
  • Not enough time given to product knowledge training
  • High percentage of no-show appointments
  • Appointments not properly vetted and qualified

This led the Client to briefly reassign much of the prospecting work to its in-house reps. But this move also produced underwhelming results. Scheduled appointments fell to 6-8 a month, and the Client saw a corresponding drop in the number of proposals sent.

It was clear that outsourced prospecting made more business sense for the Client, but the company needed to make sure that the agency it partnered with should focus on both volume and quality of sales opportunities being delivered.

HIGHLIGHTS
RESULTS WITHIN TWELVE WEEKS

• Completed a 3-month, US-wide appointment setting program for a healthcare SaaS company that exceeded all key campaign objectives
• Enabled Client to gain a 2-fold expansion in the number of qualified appointments added to the pipeline
• Paved the way for Client’s reps to have more meaningful conversations with prospects and to send more high-value proposals


THE CALLBOX SOLUTION



The Client chose Callbox after a thorough review process, pointing out Callbox’s multi-channel, multi-touch approach at prospecting as a crucial factor. Callbox’s own track record and a growing body of industry research show that this strategy tends to produce higher quality prospects at scale.

In addition, Callbox also had extensive technical background in complex-sale products such as healthcare SaaS solutions, which meant a more favorable learning curve for the agents and faster campaign deployment.

The Callbox team then collaborated with the Client to work out a campaign plan. The plan proposed a three-month appointment setting program that combined phone calls, emails, and social media, with the goal of setting up phone demos with qualified prospects who want to learn more about the Client’s SaaS offerings.

Appointment-Setting

1. Callbox identified potential hospitals to target all over the United States and segmented the records into small, medium, and large institutions based on the number of hospital beds available in each facility.

2. The Callbox team then pinpointed which decision makers to contact in each hospital, which included roles such as HIM directors, CIOs, CFOs, and persons in charge of clinical documentation.

3. Agents then contacted each prospect to qualify them as leads or schedule them for a phone demo with the Client’s reps.


Email Marketing

1. The campaign team created email templates for the different touches in the prospecting cadence, including initial outreach, targeted send-outs, and a series of follow-up emails.

2. Intro emails warm up prospects and help the team identify which ones to prioritize, while targeted send-outs allow agents to distribute the Client’s marketing materials to interested prospects.

3. The Client also helped set the touch points in the prospecting cadence through Lead Nurture, a built-in drag-and-drop marketing automation tool within Callbox Pipeline, Callbox’s proprietary lead management and CRM platform.


Social Media

1. LinkedIn provided another set of touch points to nurture and engage prospects further.

2. The campaign team’s social media specialists expanded the Client’s LinkedIn connections, joined relevant groups, and reached out to prospects via InMails.

3. The Callbox team also collected additional prospect data via LinkedIn to further enrich the contact and appointment information handed off to the Client.


RESULTS



The three-month pilot campaign ran for a total of 66 days. As with most pilot campaigns at Callbox, the first few weeks were spent laying down the groundwork for appointment setting by warming up prospects and initiating contact through emails and social media activities. Most of the appointments were generated after the first full month of the campaign.

The campaign’s email marketing activities produced open rates of 24.2%, click-through rates of 11.2%, and hard bounces of 0.04%, which remained roughly in line with the company’s benchmarks. The social media activities, meanwhile, generated 759 new connections and reached a 12.5% InMail response rate.

The Callbox team handed off a total of 47 qualified appointments to the Client’s reps during the three-month pilot campaign. This represented more than a two-fold increase over what its internal sales team could typically produce in a comparable period.

Out of the 47 new appointments, 16 and 20 were generated in the second and third months, respectively, showing a clear uptrend. This strongly indicates that the rapport-building and lead nurturing efforts during the campaign’s early stages are turning into measurable results.

To build on this momentum, the Client is renewing its contract with Callbox for another three months.



Callbox Seamlessly Pivots Campaign as HR Software Firm Rebrands (Featured Image)

Callbox Seamlessly Pivots Campaign as HR Software Firm Rebrands


CASE STUDY



Callbox Seamlessly Pivots Campaign as HR Software Firm Rebrands


THE CLIENT



ABOUT
The Client is the Asia-Pacific arm of a UK-based business services and software company that offers cloud-enabled solutions for recruitment and talent acquisition. The company primarily sells to mid and large-sized US and UK businesses across different industries, and is looking to increase its presence in the APAC market after carrying out a recent business pivot.



TARGET INDUSTRIES
Agriculture, Mining, Construction, Manufacturing, Transportation & Public Utilities, Wholesale and Retail Trade, Finance, Insurance, Real Estate Services, Public Administration


THE CHALLENGE



With over 20 years’ experience providing award-winning recruitment software to the likes of Morgan Stanley, NBC Universal, and other high-profile customers, the Client recently underwent a major strategic pivot. The shift in focus sought to realign the Client’s various offerings in its US, UK, and APAC divisions under a single global identity.

As part of its new business direction, the company also unveiled a new suite of enhanced talent acquisition tools. This move aimed to further strengthen the Client’s position as a key technology partner for modern HR and recruitment teams.

To support its recent refocus and product rollout, the Client planned a series of marketing initiatives designed to:

  • Increase awareness of its new value proposition through live events, especially in markets that still offered room for growth
  • Generate opportunities with companies that show a clear need and fit for the Client’s offerings through targeted marketing campaigns

The plan started out with Southeast Asia as its main priority. The company decided to look for a third-party agency that can help it quickly gain a foothold in all three markets

HIGHLIGHTS
RESULTS WITHIN TWELVE WEEKS

• Launched a 2-part, APAC-focused campaign that covered database profiling and appointment setting for a UK-based HR software company
• Kept campaign seamlessly on track as Client’s objectives shifted due to ongoing rebranding efforts
• Accelerated Client’s expansion into Singapore, Hong Kong, and Malaysia with qualified sales appointments, profiled contacts and potential accounts


THE CALLBOX SOLUTION



Callbox partnered with the Client and put together a campaign plan jointly with the company. The plan originally consisted of an event marketing phase and an appointment setting phase. The event marketing part of the campaign was intended to boost signups for the Client’s series of webinars scheduled for the second and third quarters.

But the company’s ongoing business pivot meant the campaign requirements could change at any time. Prior to the start of the event marketing phase, the Client decided to prioritize targeted opportunity generation through direct outreach instead of live events.

As a result, both Callbox and the Client agreed to replace event marketing with a thorough database profiling program for the campaign’s first stage. Without altering the campaign timeline or incurring delays, the Callbox team put together a revised campaign plan which the Client reviewed and approved well before the original starting date.

Database-Profiling

1. The Client submitted a list of 300 companies (100 from each target country) for Callbox to profile.

2. Callbox then identified all relevant decision makers (persons in charge of HR, recruitment, and talent acquisition) from each company, using records from Callbox’s in-house database and through desk research.

3. Callbox also provided additional contacts from other organizations that matched the Client’s target customer profile.


Appointment-Setting

1. Callbox carried out integrated appointment setting that combined email and phone calls to connect with and screen prospects for fit and purchase intent.

2. The Callbox team prepared all campaign materials in close collaboration with the Client.

3. During the first month of appointment setting activities, the Client rebranded under a new name and identity. Callbox seamlessly pivoted the whole campaign without any disruptions to the project timeline.


RESULTS



The two-part campaign has already completed the Database Profiling phase and is currently in the second month of the Appointment Setting stage. The profiling activities (which ran for one month) resulted in 565 contacts profiled and 147 potential accounts identified.

The campaign’s appointment setting leg has so far delivered 12 qualified appointments after one month of activities. Most of the appointments were generated near the end of the third week as the initial outreach and lead nurturing efforts done at the start of the program began converting.



Expat-Focused Financial Planning Firm Expands in Niche SG Market [CASE STUDY]

Expat-Focused Financial Planning Firm Expands in Niche SG Market


CASE STUDY



Expat-Focused Financial Planning Firm Expands in Niche SG Market


THE CLIENT



client

ABOUT
The Client is a Singapore-based financial advisory firm that specializes in tax, investment, pension, and estate planning for British expatriates living in SG.



TARGET INDUSTRIES
Consumers

TARGET PROSPECTS
UK Expatriates


THE CHALLENGE



The Client offers several lines of financial planning services to expats currently working and residing in Singapore. The firm’s client portfolio primarily consists of UK expatriates, which has seen a steady year-over-year growth since its inception. The Client has also received a number of industry awards and recognition as one of Singapore’s leading and most trusted financial advisory groups.

In 2016, the firm underwent administrative and operational streamlining. One area impacted by the changes was customer acquisition. The new business development strategy assigned prospecting and nurturing responsibilities into a single in-house team, which sometimes resulted in the same individual doing the tasks of researching prospects, screening contacts, booking introductory meetings, and following up on opportunities.

The client wants its business development team to concentrate on bottom-of-funnel activities, so that they can devote more time and effort to crucial points in the conversion funnel. The firm plans to delegate most activities in its current prospecting process to a reputable third-party provider.

HIGHLIGHTS
RESULTS WITHIN EIGHT WEEKS

• Completed a highly successful campaign for an SG financial advisory group targeting a niche market
• Enhanced quality of sales conversations by enabling the Client’s in-house team to concentrate on bottom-of-funnel engagement
• Accelerated the Client’s conversion cycle through a combination of personalized emails and targeted calls

results

THE CALLBOX SOLUTION



The Client chose Callbox after evaluating a number of options, citing Callbox’s extensive project portfolio of Singapore campaigns along with its flexibility to seamlessly integrate into the Client’s ongoing business development workflow.

Callbox then closely collaborated with the Client to develop a campaign plan that combines personalized email touches with targeted phone calls to:

  • Identify UK expatriates who fit the Client’s ideal customer profile
  • Qualify contacts based on interest
  • Collect and verify prospect data

Some key campaign activities include:

Database-Profiling

1. The Client provided its own contact list to be used in the campaign, which was then thoroughly profiled by the Callbox team.

2. The Client’s list was cross-matched with records in Callbox’s in-house database as well as validated using external data sources.

3. Before being deployed, the list underwent a final round of data scrubbing where inaccurate, duplicate, and missing records were fixed. The updated list was handed over to the Client at the end of the campaign..


Email Marketing

1. The Client also provided its own outreach email template, which was then reviewed by the Callbox team.

2. Callbox prepared the rest of the templates for the campaign, including copies for follow-ups, targeted send-outs, and triggered responses.

3. The Callbox team also designed and tested the various landing pages used in the campaign, as well as optimized each email component..


Appointment-Setting

1. The Callbox team came up with a call script designed to achieve all three campaign objectives.

2. Agents qualified every prospect with probing questions that identified their suitability and willingness to schedule an initial phone appointment with one of the Client’s financial advisors.

3. The Client kept track of the campaign’s results in real-time through Pipeline, Callbox’s proprietary CRM and lead management tool.


RESULTS



Callbox carried out the campaign until all records in the Client’s list were contacted and followed up. It took the team two months to complete the project. Most of the campaign’s initial stages were spent on email outreach. Some key results of the campaign’s email marketing activities include:

  • 98.3% delivery rate
  • 33.8% open rate
  • 13.0% click-through rate

The campaign’s 46 qualified appointments began trickling in near the end of the first month (17 appointments) and increased in the second month (29 appointments), as warm contacts during the email outreach phase started converting into qualified prospects.

While the Client hasn’t specified how much of the 46 phone appointments it expects to close as new customers, the Client says the quality of conversations with the Callbox-supplied opportunities has prompted an upward adjustment to its pipeline growth forecast.



NZ B2B Media Company On Track to Hit Targets with Callbox [CASE STUDY]

NZ B2B Media Company On Track to Hit Targets with Callbox


CASE STUDY



NZ B2B Media Company On Track to Hit Targets with Callbox


THE CLIENT



ABOUT
The Client provides corporate video production services to a wide range of businesses and organizations in New Zealand. The company specializes in video projects for advertising, corporate communications, event coverage, and motion graphics.



TARGET INDUSTRIES
All industries (except competitors)



TARGET PROSPECTS
Sales and Marketing Manager, HR Manager, CEO, Managing Director, Director, Training Manager, Health and Safety Manager, Operations Manager, Product Manager


THE CHALLENGE



The Client offers video production services to corporate and business customers all over New Zealand. The company maintains a portfolio of video projects used in internal and external communications, company profiles, corporate announcements, events coverage, customer testimonials, product guides, training resources, and promotional materials.

The company recently ramped up its customer acquisition objectives, with particular focus given to mid-sized organizations located in the Auckland and Hamilton areas. The Client wanted to grow its market share in the “Golden Triangle” region, where the company expects demand for corporate video productions to outpace the rest of the country.

In order to meet its new targets with the sales resources and manpower it currently has, the Client believes it’s going to need the help of a third-party agency doing much of the top-of-funnel prospecting legwork, so that its sales development team can exclusively focus on mid- to bottom-of-funnel stages.

HIGHLIGHTS
RESULTS WITHIN TWELVE WEEKS

• Combined one-on-one sales calls with targeted email outreach to drive conversations in successful NZ campaign
• Handed off qualified sales appointments that match Client’s target customer profile and level of solution fit
• Helped Client increase both sales opportunities and pipeline value


THE CALLBOX SOLUTION



The Client partnered with Callbox after reviewing proposals from a number of marketing agencies. Callbox met all the Client’s requirements in terms of value and experience, with the Client saying that the extensive New Zealand records in Callbox’s proprietary database was a key determining factor.

Callbox then closely collaborated with the Client to plan out a 3-month appointment setting campaign that integrated one-on-one calls with targeted email outreach. The campaign’s overall goal was to introduce the Client’s video production services to relevant decision makers from companies in its target industries and to book qualified prospects for a meeting with the Client’s reps.

Appointment-Setting

1. Callbox compiled the target list which included various job titles relevant to the Client’s suite of video production services.

2. The Client reviewed and approved the call script which was prepared by the Callbox campaign team. Aside from probing questions, the script also included items designed to gather other pertinent information from the prospects.

3. Successful calls included contacts who expressed interest to know more or currently have a definite video production requirement. Prospects who agreed to meet with the Client’s reps over the phone or at their office were tagged as qualified appointments.


Email Marketing

1. Callbox created the template for initial email outreach, while the Client provided the template used to send out additional materials.

2. The Callbox team continuously tracked and refined each component of the email marketing campaign in order to maximize response rates.

3. The Client received real-time campaign updates and helped plan email marketing cadence using Callbox Pipeline, the company’s proprietary CRM and marketing automation tool.


RESULTS



The campaign began by initiating contact and nurturing warm leads through targeted email outreach. Accordingly, most of the results generated during the campaign’s first couple of weeks were almost exclusively related to email marketing initiatives, including average delivery rates of 98%, open rates of 33%, and CTRs of 7%.

As the initial phase started winding down during the second half of the first month, the campaign began seeing steady appointment setting results. Here’s a month-by-month breakdown:

  • 1st Month: 12 qualified appointments
  • 2nd Month: 13 qualified appointments
  • 3rd Month: 15 qualified appointments

Out of the 40 total qualified appointments, the Client expects to turn 75% (or 30) into sales-qualified opportunities. With average close rates of 60%, the Client can potentially generate around 18 new customers from the campaign within the next sales cycle.



High-Growth SaaS Startup Boosts Momentum with Callbox Campaign

High-Growth SaaS Startup Boosts Momentum with Callbox Campaign


CASE STUDY



High-Growth SaaS Startup Boosts Momentum with Callbox Campaign


THE CLIENT



ABOUT
The Client is a Singapore-based software-asa-service (SaaS) company that develops and offers a transportation operations management platform primarily for SMEs in Southeast Asia. Its subscription-based cloud service provides collaborative planning, route optimization, driver dispatch, and e-signing capabilities for fleet owners.



TARGET INDUSTRIES
Third-Party Logistics (3PL), Transporters, Delivery Services, Courier Services, Movers/Moving Services, Field Services, Field Services


THE CHALLENGE



The Client helps SMEs better manage their fleet of land transport vehicles with its cloud-based logistics operations platform. The platform automates many of the challenges that businesses face in their logistics processes, such as handling job orders, tracking vehicles, allocating routes, planning schedules, and dispatching drivers.

Founded in 2012, the Client has experienced strong growth over the last three years, with annual revenues increasing 350% year-on-year. The company says around 100 organizations (including some Fortune 500 brands) across Southeast Asia now regularly use its system to process nearly 1 million delivery and pickup tasks.

After raising its seed round, the Client rapidly expanded its user base in Singapore and also gained additional subscribers in different locations across Southeast Asia. As part of its medium-term growth outlook, the company planned to increase its market share in Singapore and Malaysia, before focusing on Indonesia and other markets in the region.

With less than 50 employees (most of whom doing engineering roles), it was clear the company needed outside help in several business areas to let the company reach and sustain its revenue growth objectives. In particular, the Client wanted to outsource the time-consuming activities of researching potential customers and contacting them one by one for a sales appointment, which typically took up almost two-thirds of their reps’ time.

HIGHLIGHTS
RESULTS WITHIN TWELVE WEEKS

• Launched an integrated appointment setting campaign for a logistics SaaS startup that targeted SG and MY SMEs
• Helped the Client sustain its years-long high-growth performance
• Provided the Client with enough pipeline boost to meet a key business milestone


THE CALLBOX SOLUTION



The Client chose Callbox as its outsourced marketing partner, citing that Callbox’s extensive experience running successful campaigns for both cloud companies and logistics service providers in the APAC region gave Callbox the needed domain knowledge to operate in the Client’s target market.

Callbox and the Client then drew up a campaign plan for a three-month appointment setting program with the following goals:

  • Pinpoint SMEs in Singapore and Malaysia that potentially need transport management systems (TMSs)
  • Connect with decision makers in these companies through targeted sales calls and emails
  • Introduce the Client’s subscription-based TMS and book meetings with interested prospects
  • Collect additional information to help the Client gauge product-market fit

Some key activities from the campaign include:

Appointment-Setting

1. Callbox prepared the list of Singapore and Malaysia contacts based on the Client’s specifications (job titles, industries, annual revenue, and employee count).

2. The Client had already drafted its own call script and asked Callbox to review and contribute to the final version.

3. The Client wanted the Callbox team to prioritize setting office meetings for Singapore prospects and phone appointments for Malaysia contacts.


Email Marketing

1. The Callbox team prepared all email templates used in the campaign, including the initial outreach email and targeted email send-outs.

2. The campaign’s email specialists handled, tracked, and tested key email components, such as subject lines, copy, design, calls-to-action, and landing pages.

3. Email touches allowed the Callbox team to warm up and nurture prospects, as well as to follow up and respond to information requests.


RESULTS



The bulk of the three-month campaign’s activities were carried out during the closing quarter of 2017 and early January the following year. Since Callbox campaigns typically start with email outreach to gauge prospects’ readiness for a one-on-one sales call, the first 2 to 3 weeks saw mostly email marketing results:

  • Delivery rates between 96% to 98%
  • Open rates of up to 17%
  • Reply rates of 3.8% on average

The Callbox team started handing off appointments to the Client toward the end of the first month, and continued to deliver a steady supply of meetings throughout the remaining two months:

  • Month 1: 19 qualified appointments
  • Month 2: 20 qualified appointments
  • Month 3: 16 qualified appointments

The Client received a total of 55 qualified appointments from the three-month campaign. While the Client did not indicate how much of these prospects are expected to convert into opportunities or customers, the company mentioned that the 55 qualified appointments provided enough boost to its pipeline to help it meet a crucial business milestone in time for its pre-series A funding round application.