Telecom Firm’s Campaign Enters Next Phase, Grows Reach in New Segments
The Client currently has an ongoing appointment setting project with Callbox. As part of its 2018 marketing goals, the Client wants to double down on maritime satellite opportunities in Asia, as well as tap into additional EMEA markets.
This leg of the campaign focuses on the Client’s two Inmarsat Fleet One offerings. Inmarsat Fleet One Coastal covers data and voice services for smaller recreational and fishing boats sailing closer to shore, while Inmarsat Fleet One Global gives access to bundled data and voice anywhere in the world. Both solutions are ideal for commercial vessels and fleets with modest data requirements.
In the previous campaign phases, the emphasis was on potential resellers and end users of the Client’s land satellite services. Both the Client and the Callbox team picked up a great deal of insights about the target prospects and the overall market, which proved useful in refining the team’s campaign approach and the Client’s marketing strategy.
This time, as the focus shifts to maritime satellite communications, the new campaign’s main objective is to identify and qualify potential subscribers for its bundled Inmarsat services from shipping and maritime companies.
• Kicked off new phase in campaign to align with telecom firm’s 2018 marketing goals
• Laid groundwork for Client’s expansion into new maritime satellite markets in Asia and EMEA
• Achieved response and conversion targets ahead of schedule
THE CALLBOX SOLUTION
The new campaign phase marks the 15th month of the Client’s partnership with Callbox. The Client says Callbox has become a key force multiplier of its marketing initiatives, greatly expanding the company’s reach and scope with multi-channel prospecting and research capabilities.
The updated plan consists of database profiling and phone-based conversations with prospects integrated with email touches.
1. The Client provided an in-house list of contacts to be profiled and refined by the Callbox team.
2. The targets include shipping and maritime companies in Asian and EMEA countries not directly covered by Inmarsat and VSAT.
3. The Callbox team used primary and desk research methods to verify and update each record, as well as added new contacts that match the target prospect profile.
The campaign has finished one full month (22 days) of appointment setting activities. Since this is only the first month of the new campaign phase, much of the activities focused on priming prospects for live conversations and tweaking the messaging strategy.
So far, the campaign dialed a total of 4,879 records in 22 days and was able to connect with 318 decision makers. From these contacts, the team tagged 93 prospects for follow-up, processed 60 requests for information, and handed off a total of 10 qualified appointments
The Client accepted all 10 booked meetings, citing that each appointment met the company’s sales-qualified lead (SQL) profile. With the campaign generating appointments well ahead of schedule, both the Client and the Callbox team are confident that the number of qualified appointments will increase as the campaign progresses.
IT Security Provider Taps into APAC Markets with Callbox Campaign
The Client is looking to capture a huge part of the growing demand for smart cards and personal identification applications in the APAC region. In particular, the company aims to grow sales of its card printers/encoders and its ID card design software suite.
In line with this, the Client’s strategy calls for targeting organizations that issue cards to employees or members in order to position its solutions as an alternative to legacy systems or other secure identity brands. The value proposition for its products and services revolves around flexibility, scalability, reliability, security, and affordability.
Currently, the Client focuses on two key markets: Australia and the Philippines. Its target companies in Australia include golf clubs, yacht clubs, sailing clubs, football clubs, rugby clubs, and other organizations with regular members. For the Philippines, the Client wants to reach out to manufacturing and BPO companies.
This year, the Client has been moving more toward outsourcing marketing activities in the awareness stage of its sales funnel. The company wants its in-house team to concentrate on nurturing and following up opportunities, while letting a third-party agency do much of the prospecting and lead generation heavy-lifting.
Aside from delivering cost savings and productivity gains, the Client requires its marketing partner to have deep familiarity with its target markets and must be able to effectively communicate its value proposition.
• Carried out a successful appointment setting campaign for a leading IT security company
• Met all campaign objectives by the end of the project
• Delivered highly-qualified sales opportunities and actionable marketing intelligence
THE CALLBOX SOLUTION
The Client selected Callbox after a thorough evaluation process, citing Callbox’s proven track record of successfully managing campaigns for complex-sale IT products in the APAC region.Representatives from the Client and Callbox then hammered out a campaign plan whose main goal was to engage prospects via live phone conversations enhanced with email and other channels. The primary focus of each touch point was to sell the benefits of the Client’s secure card printer/encoder and ID personalization uite in order to book an appointment with a rep from the Client.
The campaign ran for 3 months and generated a total of 11 qualified appointments (SQLs) and 104 completed leads (MQLs). The bulk of these appointments and leads were produced during the latter half of the campaign, since much of the first half was spent warming up prospects and collecting additional information.
In addition to leads and appointments, the campaign also gathered vital marketing intelligence for the Client. The Callbox team uncovered which security identity brands were in use, prospects’ feedback on these brands, and reasons for sticking with the status quo.
Since the 11 appointments handed off by the Callbox team are highly qualified sales opportunities, the Client believes it can convert 70% to 80% (8 or 9) of these SQLs into customers within the next three months.
IT Firm Picks Callbox’s ‘Consultative Fit’, Hits Goals in Ongoing Campaign
The Client is a pure IT consulting and professional services company offering design, configuration, implementation, business analyst, and general consultancy services. The Client specializes in the security, virtual desktop infrastructure (VDI), and Cloud services markets.
With over eight years of experience in the IT consulting and professional services space, the Client now ranks as one of the most trusted service providers in the industry and has successfully partnered with companies like Citrix Systems, AppSense, Blue Coat, and Apple (mobility).
The Client started out in 2009 as a white-label supplier of IT services to vendors and resellers. These companies would subcontract the Client to perform services on their behalf, often without the end customers knowing about the Client’s involvement. In 2014, the company refocused toward directly providing services to enterprises and organizations.
This move presented a bit of a branding conundrum for the company. The main challenge was finding a way to embed its extensive experience as an IT subcontractor for specific VDI, cloud services, and security verticals in the value proposition for its new business model.
For that reason, the Client undertook a massive marketing program that simultaneously focused on branding and customer acquisition. The customer acquisition plan highlighted nurturing leads in-house with the Client’s marketing team while delegating top-of-funnel prospecting activities to a third-party agency.
The Client chose Callbox as its outsourced marketing partner due to a number of factors, with the main one being the “consultative fit” that Callbox’s marketing solutions offered. The Client pointed out that taking a consultative approach to a project (rather than a purely engineering perspective) was their key differentiator and that Callbox was also able to demonstrate this by being more of a marketing advisor than a marketing agency. Given the Client’s marketing goals, the challenge is two-fold:
• Finding and identifying qualified opportunities for the Client’s customer acquisition efforts
• Generating awareness about the Client’s different IT consulting and professional services
• Planned and executed an ongoing appointment setting campaign for an IT services company
• Reached and engaged IT managers, CIOs, and CTOs in AU and NZ via phone, email and social media
• Stayed on target at each phase of the campaigncleansed and up-to-date contact list
THE CALLBOX SOLUTION
Both the Callbox team and the Client agree that an integrated appointment setting campaign best meets the latter’s requirements. The campaign primarily consists of phone-based conversations enhanced with email and social media touch points.
In addition, the campaign timeline is divided into weekly or biweekly segments, with each segment focusing exclusively on a specific solution that the Client offers. These include BlueCoat, Zscaler, Radware, Apple, and CheckPoint—along with general consultancy services, business analyst services, and other IT project services. Other key campaign activities are as follows:
1. Prior to the start of the campaign, the Callbox team compiled and profiled the prospect list comprised of IT managers, CIOs, and CTOs from companies headquartered or operating in Australia and New Zealand.
2. Since the campaign is made up of different phases, the Callbox team prepares campaign materials for each stage. These are sent to the Client for review and approval.
3. Call scripts are based on a list of eight probing questions given by the Client. Each script gauges a prospect’s need and fit for a specific IT product or solution.
THE CALLBOX SOLUTION
1. The campaign uses two types of email messages:
A. Intro/follow-up emails
B. Targeted send-outs
Intro/follow-up emails help warm up and nurture phone prospects, while targeted send-outs are intended for prospects who request more information.
2. The Callbox team does the bulk of the campaign’s email marketing activities through the Pipeline Lead Nurture tool. This ensures targeted,
personalized, and timely emails.
3. The campaign team applies best practices and precautions to avoid spam complaints and to maintain good sender reputation.
1. The campaign also uses LinkedIn to reinforce the touch points made with the phone-based appointment setting activities, adding positive phone contacts as LinkedIn connections.
2. The Callbox team also carries out branding and reputation building activities on LinkedIn.
3. The team’s social media specialists manage the LinkedIn account on behalf of the Client.
At time of writing, the campaign has completed three
months’ worth of multi-channel appointment setting activities and is already at the final week of its fourth month.
Like most of Callbox’s integrated appointment setting projects, the early stages of the Client’s campaign primarily revolved around email activities for warming up prospects and refining the campaign focus. Open rates for the bulk send-outs reached 10.2%, 11.4%, and 23.0% for the first, second, and third months, respectively. The campaign was also able to maintain hard bounces and unsubscribes within acceptable limits.
Since the campaign calendar is subdivided into weekly or biweekly segments that focus on a particular IT solution, the overall monthly appointment setting results tend not to follow a definite trend.
The campaign, so far, has generated the followingmonthly outcomes:
• First month: 14 appointments
• Second month: 8 appointments
• Third month: 7 appointments and 3 leads completed
The campaign is still ongoing and, so far, it has delivered 29 appointments. Since these appointments have been qualified using a highly targeted set of parameters, the Client expects to move 80% of these appointments further down the funnel as sales-qualified Leads (SQLs). In addition, the company has a track record of closing 30% to 40% of SQLs after 6 months in the pipeline. This means that the Client can
potentially generate up to 9 new customers from this leg of the campaign.
Callbox Aced Appointment Setting for Accounting Expert
The Client bears unmatched experience in providing redefined Accounting, Bookkeeping and Self-Managed Super Funds (SMSF) to its partner clients, addressing specific pain points of modern accounting practice.
TARGET DECISION MAKERS
• Managing Directors
The accounting expert serves as an integral extension of its clients, ensuring all tasks are accurately completed. However recently, competition became fierce as competitors started to offer equally interesting services and even used enticing branding images which made the Client indistinguishable from its industry peers.
The Client decided on offering a FREE-TRIAL to target customers. Well aware that this required expertise in pursuing prospects and getting them to agree to meet with the Client’s consultants to discuss signing up for the free trial, the Client searched for an appointment setting company that best fit their needs and chose Callbox.
• Validated and updated contact details via Customer Profiling campaign.
• Filtered active contacts and identified the most appointment-ready key-decision makers and those who were interested to discuss, via the Pipeline Lead Nurture Tool
• Reached and spoke with prospects at their most convenient time via Callbox’s SMART Calling system
THE CALLBOX SOLUTION
Callbox ran a Customer Profiling campaign along with Appointment Setting to update the Client’s database and to build a new set of qualified prospects.
1. An initial email copy which contained news releases about the Client’s FREE TRIAL offer were sent to target customers.
2. Active emails from prospects who responded, clicked links and visited the Client’s company website were saved for follow-up calls.
3. Responses also gave the Callbox team the opportunity to filter the most available prospects to touch base with via the CTA link (scheduling
option) in the email copies.
4. Bounces were filtered and saved for follow-up calls for the agents to update as they speak with the prospect.
Aside from targeting to gain a new set of clients, the Appointment Setting program aimed to exhibit a differentiated service by giving their customers a first-hand experience of the service.
1. With the help of the Pipeline Lead Nurture Tool, the team was able to profile the contacts in the database: information like contact name, address, contact numbers and email address were updated.
2. Initial email copies with replies were set for follow-up call – appointments were set for prospects who agreed not only to the FREE TRIAL but also for those who were merely interested to discuss about the Client’s services.
3. To ensure that appointments were not missed, the Callbox team sent calendar invites to prospects to remind them of their appointment schedule.
4. And with Callbox’s SMART Calling system, a hefty number of prospects was reached by the Callbox team to speak with the Client’s specialists and agreed to a FREE TRIAL.
RESULTS AND RETURN ON INVESTMENTS
The first four weeks were the busiest days of the campaign period as the Callbox team was juggling between getting together a fitting list of contacts to profile and setting appointments with those contacts at the same time, but successfully delivered 11 solid appointments.
Between the 5th and 8th weeks, with the Callbox team effectively done with the initial calls, follow-up calls came out more productive as most of the prospects the team spoke with were already knowledgeable of the free trial and have learned of the service’s benefits from other prospects via testimonial videos linked through the follow-up emails. This phase of the campaign generated 13 more appointments for the accounting expert.
The last 4 weeks (9th to 12th) had the Callbox team equally busy but more delighted as follow-ups that were nurtured during the start of the campaign eventually converted into appointments and impressed the Client with 15 appointments at the closing.
Callbox Lends B2C Expertise to Debt Management Firm in AU-wide Campaign
The Client is a long-established, family-run business providing a variety of financial solutions tailored for individuals and households throughout Australia. Its main lines of services include same-day small loans, car loans, and business loans. In addition, the Client is a mortgage broker offering home loans and is also a Registered Debt Agreement Administrator helping
customers with debt relief and bankruptcy avoidance.
TARGET DECISION MAKERS
• Home Owners
The Client is among the country’s many credit repair and debt relief companies offering Part IX Debt administration, which are services that help customers handle debt and avoid personal bankruptcy. The Client is looking to expand its share of this growing sector with its unique value proposition centered around having “the fairest fee structure in the market” as well as its reputation as an established industry player.
While there are ample opportunities to increase its customer base for debt agreement solutions, the Client also faces a number of hurdles when it comes to marketing and promoting these services.
Regulations related to the aggressive marketing of debt agreements and cases of misrepresentation by other debt relief providers have made finding potential customers even more challenging.
Accordingly, the Client decided to focus its debt agreement marketing initiatives only on individuals who have already expressed some level of interest in its other loan services and have communicated with the Client in the recent past. This ensured that the target prospects are not entirely cold while, at the same time, providing the Client with the needed information to refine the outreach effort.
Based on these initial requirements, the Client was able to come up with a list of potential customers to target with its debt agreement offer. The plan called for the Client’s in-house consultants to contact qualified prospects and find out how its solutions fit with their current financial situation.
To maximize their consultants’ productivity, the Client opted to hire the services of a third-party provider for carrying out the initial touch points and qualifying activities. The Client chose Callbox because of the latter’s experience in planning and executing Australia-wide lead generation campaigns as well as its roster of clients in the heavily-regulated financial services sector.
• Carried out a successful targeted B2C campaign in a heavily-regulated industry
• Hit campaign targets consistently throughout the entire nine-month duration
• Outperformed B2C benchmarks in terms of reach and response rates
THE CALLBOX SOLUTION
The Callbox team put together a phone-based lead generation program designed for a B2C campaign. Due to the nature of the project (i.e., aimed at consumers), it was determined that the best approach would be to engage prospects solely through live conversations without integrating other channels into the mix.
The main goal of the campaign revolved around identifying prospects willing to find out more about how the Client could help them in their current financial situation. Some key activities of the lead generation campaign include:
1. The client provided the Callbox team with records tobe contacted. The list only included individuals who have interacted with the Client in the past such as through a loan application. As is standard practice in Callbox campaigns, the list was thoroughly profiled and validated before being used.
2. Campaign materials and collaterals, including call scripts, were produced in close consultation with the Client to ensure compliance.
3. Agents qualified every prospect with probing questions that identified their suitability and willingness to further engage with the Client’s debt counselors. Prospects having personal debt, net assets, and disposable income within a given range were tagged as qualified leads.
The entire campaign ran for a total of nine months or 198 days (at 22 days/month) given that the Client renewed its contract with Callbox several times after the initial pilot phase. The following table shows a monthly breakdown of some key indicators throughout the campaign duration:
Additionally, the campaign was able to yield the following metrics in terms of activity, reach, and response:
• Reach rates of up to 55% with an average of 31%. By comparison, a reach rate of 15% is considered acceptable while 30% is quite good.
• Response rates of over 18% with an average of 11%, which is in line with phone prospecting benchmarks of 9% to 10% for this type of list.
All in all, the nine-month campaign produced a total of 505 qualified leads handed over for further engagement with the Client’s in-house consultants. By the Client’s own estimates, between 70% to 80% of the leads are expected to become customers within six months after the campaign. As such, the Client is looking to potentially generate around 354 to 404 new customers for its Part IX Debt Agreement dministration services.
The Client is a strategic workforce planning company that provides innovative human resource solutions, and stands on a mission to help companies achieve strategic objectives through workforce planning, analytics and strategy.
Appointment Setting/Lead Generation
Campaign Target Criteria
Location: Australia (QLD, NSW, VIC, Perth)
Industry: All including government sector (except competitors) 1000 employees and up
Decision Makers: CEO, COO, Head of HR, HR Director, HR Manager
The Client has drawn many years of consulting experience and stacked a load of beneficial “end to end” HR services and solutions focused to better align, acquire, utilise and develop talent, targeting key and strategic functions required to deliver core goals.
However, in the latter years of the company’s operation, the Client realized some exigencies in keeping up with the demands in acquiring customers. The slacken number of new customers in the database urged the Client to decide on taking new marketing options that can help them cope with the problem. A lead generation program was plotted to carry out the Client’s goal to acquire new and more customers.
The Callbox Solution
Callbox’s Multi-Touch Multi-Channel Lead Generation Program was strategically designed to help clients get in front of their customers at the best time when they are most ready to listen and are most interested. This was made possible by Callbox for the Client through the Pipeline Lead Nurture Tool.
In the campaign, the Client aimed to promote its core services: Workforce Analytics, Human Resource Consulting and Workforce Strategy and Optimisation. These services were common among HR Consultancy providers in the region but the Client wanted to make a difference in addressing the customer’s’ HR requirements by doing a top-to-toe solution.
Initial Email Copies
Using the Pipeline Lead Nurture Tool, the Callbox team sent out initial email copies bearing the Client’s summary of services and solutions, website and query boxes. Email replies and actions taken by prospects such as clicking the website and queries were tracked in real time for the agent to follow-up on.
Follow-up calls were made by the Callbox agent wherein probing questions were asked to discover the prospects’ HR needs and so that the Client may be able to tailor fit the best services and solutions for them. The key questions focused on monies invested in the people aspects and the quality of the organization’s human capital initiatives. The prospects’ answers were carefully and properly noted and all contact details were verified before the calls were disposed.
Request For More Information
Prospects who requested for more information were as good as completed leads. Brochures were set by the Client himself for the purpose of analyzing the prospect’s business status and to come up with the best answer to their questions.
The campaign delivered a total of 15 solid appointments, 63 warm follow ups and 228 RFIs (request for information). The 15 appointments set by the Callbox team were companies that had varied HR needs specifically on workforce planning, management and reporting.
With the Callbox Multi-Touch Multi-Channel Marketing Program and the Pipeline Lead Nurture Tool, the Client was able achieve its goal to acquire new customers. Moreso, they look forward to acquiring more new customers from their list of warm follow-ups that they currently nurture.
Location: Sydney, Australia
Campaign Target Criteria
Location: NSW, Australia
Industry: Small and Medium Retail, Services, Freight
Decision Makers: Owners, Director, General Manager, Managing Director
The Client is a financial company that offers unsecured business loans to small and medium businesses in North South Wales, Australia. They grant loans to businesses for varied purposes ranging from site renovation, marketing and advertising to vendor-financing. The fast loan approval of 2-3 working days and custom packages they offer have become popular and have earned them client referrals.
The Client enjoyed dominion in the financial loans business in NSW for years, carrying with them the legacy of the mother company who cradled almost all financial needs of most of the SMEs in the state before it gave up all its business rights to the Client in 2005.
The Client kept its good business reputation among customers which enabled them to sustain a good number of customers in their database until competitors grew and mushroomed in the market, offering similar financing options which threatened to kill much of their business. This has impacted customer acquisition and even account maintenance which urged the Client to reconsider their usual laid back marketing style of waiting for customers to ring their phones or knock at the office door. They needed a more proactive strategy that would address the following issues:
The Callbox Solution
Callbox designed a unique Demand Generation program for the client. The process was structured in such a way that it would get the word out on the Client’s business loan offerings and create a buzz and qualified interest among its target customers by:
The Client ultimately wanted to create a master list of target prospects that they can use in any of their upcoming internal marketing campaigns. With a more aggressive marketing approach in mind, the Client knew that they needed to be armed with a qualified list of potential customers that they could tap if they wanted to beat out the competition.
Maximizing Staff and Available Resources
The Callbox team and the Client discussed the campaign goals and requirements in the Kick-Off Meeting which was followed by Callbox’s preparation of list of target decision makers. At the same time, the Callbox Pipeline and the Automated Nurture Scheme were set-up while the email copies, landing page and call script were designed and approved by the Client and went through tests. Product training and call simulation concluded the preliminary actions.
Filtering the Most Qualified Customers
With the use of the Callbox Pipeline’s Lead Nurture Tool, Initial or Introductory emails were sent out to the target list which aimed to hit two birds at the same time – validate email address and present the offer. The nurture tool is able to track real-time actions so Opened Emails, Web Visits and Social Media Connections were easily monitored by the Callbox team. Prospects who replied via the said actions were called by the agent to qualify if these prospects have genuine interest.
Prospects that were called and were identified to have genuine need and interest were profiled and tagged as Lead Completed in the Pipeline for the Client to promptly handle.
Generating Potential customers to Follow-up
Other prospects who did reply but were gauged to have minimal interest, just wanted to know more information, or are just looking for options for future reference were still profiled by updating and verifying all contact information specially email addresses, as follow-up email copies were sent in drip manner as part of the nurture process to keep in constant contact with the prospect.
The Client never lost track of any positive contacts as the Lead Nurture Tool generated and sent real-time alerts and updates via the the Client’s Callbox Pipeline account and email.
Creating the Master List of Qualified Prospects
The campaign delivered significant returns, delivering precisely what the Client expected.
Out of the 4500 list of targets emailed, 540 (12%) responded and were classified as qualified prospects with genuine interest, which is a 50% increase from their laid back strategy. These were prospects who either replied via email, connected through social media, or visited the website and submitted a query form that specifically stated their purpose for wanting to avail a loan. This database of positive respondents, located across a much wider geographical area and profiled by Callbox with a list score of 78%, represented the initial group of people they can actively market their loans to. The Client could now proceed with their promotional efforts with confidence, knowing that they will be talking to people who have expressed varying levels of interest in their product.
Callbox’s Demand Generation campaign proved to be the much needed jump start to the Client’s sputtering business – it increased awareness and interest among target contacts, broadened the target area, and generated a well-profiled, phone-verified and updated contact list of prospects, enabling them to work their way back into great sales numbers.
The Client recently signed up for another Demand Generation campaign with Callbox.
Location: Tokyo, Japan
Headquarters: Tokyo, ,Japan
Appointment Setting (Office Appointment)
Campaign Target Criteria
Location: Houston, New York, Singapore, Hong Kong, Australia and UK
Industries: All industries except recruitment and employment agencies and job boards companies
Decision makers: HR Manager, HR Director, CEOs, Recruitment Managers
Business Size: 10 to 100 Employees
Industries: All industries except recruitment and employment agencies and job boards companies
Decision makers: HR Manager, HR Director, CEOs, Recruitment Managers
Business Size: 10 to 200 Employees
The Client is Japan’s largest recruiting and information Service Company. They are focused on supporting a diverse range of work style though offering a wide variety of services including job advertisements, permanent placement services, temporary staffing services, outsourcing services, pre organization-related services, and development-related services in an effort to help realize a world in which people can freely choose their own unique work style.
The Client also provides a broad range of services for companies, from employee recruitment to development and assignment. Through their diverse services, they are committed to offering the best HR solutions for business operations.
The Client was planning to launch a new product in Singapore and they didn’t have a marketing team to help them engage with customers. Hoping to reach out to prospects and meeting their deadline, the Client decided to outsource to a company that specializes in reaching new markets and has all the marketing tools including database, email support and social media to manage a campaign and help generate potential clients for them.
Before the campaign commenced, the Client highlighted how crucial it is for them to reach their target prospects for the launch of their product. Prior to signing up with Callbox, the Client had planned a marketing strategy of their own, which was focused on different target locations per week. They decided to apply this strategy to their first Callbox campaign.
Contacts were profiled properly and were sent out an email. To get more interested prospects, the team needed a sustained and focused effort. However, despite much effort exerted by the team, the Client’s marketing strategy gave them less time to nurture their warm prospects, which resulted to failure in meeting the Client’s campaign expectations.
The Client assessed the results and the team provided their feedback on the campaign as well. After evaluating the campaign, the Client and the Callbox team came to the following conclusions.
Having learned much from the initial campaign and armed with insights on how they can make improvements, the Callbox team, together with the Client, made some changes to help improve the campaign’s performance. In order to address the Client’s challenge of reaching out to prospects before the official launch of their product, the team implemented the following:
With the help of the Callbox Pipeline Lead Nurture Tool, the team was able to create a scheme and set a timeline that helped achieve the desired results within the time frame specified by the Client.
Callbox’s multi-channel approach played an important role which resulted to higher number of appointments at the end of 2nd term:
Before the end of the campaign, the client commended the team for their effort, “99% no cancellation of appointments. Only 1% of the appointment was cancelled because of double booking.”
With Callbox’s experience and the team’s expertise in troubleshooting different types of campaigns, together with the Client, they managed to create a customized program to meet the Client’s target and expectations.
Running a multi-channel marketing campaign with the aid of the Callbox’s Pipeline Lead Nurture Tool, the team managed to deliver a higher number of qualified appointments than they would have without it. As a result, the Client decided not to accept more office appointments and advised the team to convert them to leads instead as they no longer have enough people to handle all appointments delivered.
Currently, the Client is nurturing 178 leads, 37 of which are interested with the product and agreed to meet with the Client’s sales team, 75 warm leads who are interested to know more about the product and 66 leads which can be followed up through email. These impressive results prompted the Client to signify his intention to sign up for a long term contract by the 3rd quarter of this year.
Industry: Internet Protocol Services
Campaign Target Criteria
Location: NSW, Australia
Industries: Small to Medium Industries
2 million annual revenue
Decision Makers: Office Manager, Gen. Manager, Managing Director
Alternative Contacts: ICT Manager/Director, IT Manager, Communications Manager
Established in 1998, the Client is an Australian-owned cloud, data centre and connectivity provider. Specializing in enterprise cloud, robust data centres, managed connectivity solutions and multi-provider internet services, the Client’s network extends throughout Australia with its own points of presence in five states.
In 1999, the Client partnered with Optus to wholesale Internet Protocol (IP) Services to middle-tier ISPs and voice service providers in Queensland, and extended its market to Sydney in 2006. The Sydney operation did quite well in the first five years, maintaining a good number of customers.
However, the following years saw the Sydney operation fall into a predicament. Annual ROIs barely moved up as in-house sales and marketing schemes became ineffective in acquiring new customers. The Client knew that in order to increase their clientele list, more advanced sales and marketing methods and tools were needed. But such requirement further led them to another challenge: they were not equipped with the best tactics and tools that would scale up the sales numbers.
After some foresightful study, the Client took a backseat from the situation and decided to outsource their sales and marketing efforts with Callbox.
Callbox and the Client were a match made in heaven.
The first project was a single seat, 3-month appointment setting campaign that ran in a very modest, but effective way.
The database, containing specific zip codes from the Sydney area, was kept accurate by both Callbox and the Client by regularly washing and profiling the contacts. The process saved much quality time to reach more decision makers with each call.
Along with the managed database, the Client worked closely with the agent by providing insights on how to carry out substantial pitches about the product’s benefits through promotions and great deals, while allowing the agent to keep her fundamental appointment setting skills, resulting to quality leads.
Moreover, the Callbox Pipeline marketing automation features like lead management, campaign monitoring and lead nurturing brought so much confidence to the Client. This dependable platform served as the sole reference for them to monitor prospecting calls, follow-up emails, and booked appointments, thereby, for most of the time, not requiring any further verbal discussion on campaign status and plans of action at all. As per the client, “it’s a neat diary“.
Through the Callbox multi-channel marketing program and the Callbox Pipeline, the team booked 24 appointments in the first two months of the the three-month campaign period – good news not only to the company’s directors but most especially to giant partner Optus. The said number of appointments represented a significant 62% surge from their average leads percentage in the last three years.
But the best was yet to come…
On the 3rd month, things got off to a flying start as sale after sale came in.
September 4, 2014
“Hi Team, FYI, we are about to get our first large deal signed off. Thank you and
your team for the fantastic result. Keep them coming!”
September 17, 2014
“Hi Team, I hope all is well. Some more good news, I have converted another lead
this week. Please pass on my thanks to the team & keep up the good work!”
January 21, 2015
“Team, What a great way to start the New Year! Thank you very much.”
Callbox’s multi-channel marketing program and the Callbox Pipeline were just exactly the perfect pairing of strategy and tool that the Client needed to achieve 33% sales increase in 6 months time. After two campaign periods that closed 3 large multinational deals, its web design sister company, signed up for a lead generation campaign with Callbox.
As per the Client, the achievement seeded their trust and confidence in Callbox, urging them to refer a friend company to sign up for an appointment setting campaign in 2015. Interestingly, the referred peer is also an Optus partner like them, who said that the Client wished them to experience the same success they had with Callbox.
Industry: Precision Transcription & Stenography
Industries: All tribunals in Australia, All local Councils in Australia, Private Arbitrators that are typically going to be part of the government, Insurance, Financials
Employee Size: 100 to 500 employees
Decision Makers: Head of IT, Investigations Team, Head of Arbitrations & Dictations
The Client is a leader in Precision Transcription & Stenography services in Australia. For more than 50 years now, the business holds the reputation in quality that has been built on strict, on-time delivery, and accurate professional transcription for events, meetings, interviews, arbitrations and courts throughout the country.
Product & Service Offered
For the leadoff campaign, the focus was to set appointments with specific decision makers for specific industries. In those meetings, Client introduced and discussed the feature and benefits of VIQ Solutions – the world’s leading expert in digital audio, video and evidence capture and management solutions.
VIQ Solutions provides digital recording applications that allow multiple channels of audio and video recordings to be recorded simultaneously with annotations and other information attached to it.
The project plan to partner with a lead generation company was brought about by the Client’s challenge to be able to get through arduous targets like Legal, Medical & Investigation. These are industries that require detailed transcription/dictation tasks as they deal with sensitive and delicate matters.
The Callbox Solution
The Client signed Callbox for a campaign of 10 phone appointments qualified against its “ideal customer” standards:
An agent who called for the campaign for 8 hours everyday.
Despite the agent starting out with with limited knowledge on transcription services, through the Callbox leader’s orientation and training, as well as the agent’s interest to learn the mechanics and myriad of applications of such a service , the agent achieved the Client’s desired level of proficiency in speaking with prospects about VIQ Solutions.
A well-filtered database.
Filtering a database for the Client’s required target industries was quite a challenge for the Callbox team, as the number of these type of organizations in a country or region is quite below standards, as compared with consumer-centric businesses. But the team still managed to work well with the approved database.
Client-approved calling script.
The calling script served as a guide for the caller to keep himself aligned and knowledgeably-sounding in offering the product & services’ value proposition, and setting solid appointments with target decision makers.
The Callbox team built and managed the LinkedIn account, which was approved and kept monitored by the Client at which conversation threads with connections were viewed.
Email templates were drafted by Callbox and were approved by the Client. The templates varied in approach depending on the call disposal set by the agent on each call.
Campaign Status Reports
The weekly reports sent to the Client discussed about statistics and feedback about the campaign. Challenges encountered by the caller in his calls were noted, and corresponding action plans were suggested and implemented for each.
A calendar invite was utilized to confirm set appointments with interested prospects. And if by chance, that a prospect declined the calendar invite, the Callbox team worked out a follow up call for a reschedule, and made sure that no appointment/lead is lost.
Callbox opened more doors of opportunities for the Client by complementing its business objectives with a multi-channel marketing scheme.
They may be new in the energy industry, but this Sydney-based electricity retailer is rapidly hitting the Australian market with their integrated energy solutions. The current lead generation campaign they are running with Callbox is beaming with rays of potential in providing full energy service to Australian consumers.
“Put the lights on”
Industry: A New Electricity Retailer
Headquarters: Sydney, Australia
Industries: SME, all types except competitors
Employee Size: 1-500 employees
Target Contacts: PIC for the company’s electricity bill, Owner, Manager, Office Manager, Accounts, Finance, Procurement Manager, Facilities Manager, etc.
The initial, single seat campaign period was launched in July 2015. The main call objective was to set a face-to-face appointment for the Client with prospects bearing the discussion on the best solutions to lower down energy bills. The initial production generated 28 leads. This impressive production of leads from the initial period of calling inspired enough trust and confidence from the Client that they recommended our service to their sister company, a Clean Energy Regulator service provider. Callbox worked well and delivered the same amount of hard work and professionalism to the latter which resulted to a very good number of leads of 150, and renewal for another campaign contract.
The second part ran with 3 calling agents, and added 3 more campaigns which the Client branded as “special campaigns”, generating a total of 79 leads which finished with 96 leads. All these were achieved through the collaborated resources of both the Client’s sales team who drove so much vigor in sharing knowledge with the callers, coupled with Callbox’s multi-channel marketing processes.
How much time does it take for a business to grow and step into the ladder of success? This energy retailer expert rolled 3 significant factors into 1 package and took a big leap as the leading energy retailer.
Client’s Full Engagement with the Callbox Team
Before each campaign starts, the client spends ample time to train the callers about their products and services. Also, the client’s sales team directly coaches the agent on call handling, like the proper approach when speaking with prospects and effective game plans that would bring in close-to-sale contacts.
Particular to Targets
The campaign materials like the script, brochures/collaterals, calendar invites, database and email templates, go through their meticulous checking and approval before anything else go live. The client makes it a point that the call activities are focused on the target market. Such careful planning makes the process of reaching the target prospects an easy task for both teams.
Impossible to Resist
What makes this energy retail expert stand out among competitors? Let’s just take 3 answers among the many…
Now running is campaign month 4. With the planned action to integrate a power dialer tool with the current resources being used, the quality of leads generated is positive sign of a long term relationship between the client and Callbox.
This leading energy retailer is taking delectation on each campaign month that we run for them. They value each lead delivered to them by the calling team and take pride in the glowing work relationship they have with Callbox.
Company Size: 1001-5000 employees
The Client is a world-renowned manufacturer of coding, printing and laser marking products, fluids, and accessories for the product identification industry. Their company has over 325,000 units installed worldwide, serving 135 countries, and is widely considered as the leading expert in continuous ink jet (CIJ), laser marking, thermal ink jet (TIJ), thermal-transfer overprinting (TTO), case coding and labeling, and wide array printing.
The following are the campaigns in which the Client has employed the services of Callbox, in chronological order:
The Client wanted to cleanse their Asia Pacific list containing more than 10,000 contacts, most of which are obsolete and inaccurate. The campaign was to zero-in on the manufacturing industry, using Customer Profiling for basic information such as name, job title, company, address, phone and email. This also includes segmenting the list according to each contact’s location in the Asia Pacific region.
On top of the customary Customer Profiling task, the Client also instructed the Callbox team to gather additional information during their conversation with the prospects such as:
Methods and Results
Callbox standards dictate a thorough and meticulous process of delivering output to its clients. For this particular campaign, the courses of action that took place were as follows:
The Client was pleased with the efficiency and success by which the Customer Profiling process was carried out. Callbox delivered 10,000 clean and working records within the set period, with only minimal returned data for re-verification.
As a result, the Client recommended Callbox to their Global Visibility Manager, which in turn partnered with Callbox for their succeeding campaigns.
Fresh from the success of the previous campaign, the Client penned a deal with Callbox for another Customer Profiling engagement. This time, the campaign was focused on cleansing prospect contact lists from India and Korea.
The goal was for one full-time agent to produce 700 profiled records, each for both target locations. The target industry was still manufacturing, and data profilers were still required to ask prospects regarding the number of production lines and the manner by which they code their products.
Furthermore, at the request of the Client, callers were to determine whether prospects prefer to be contacted via their mobile phones or their landlines. This data is crucial for the Client in deciding whether they need to allot more focus on contacting prospects via mobile phones, in which case would entail more cost on their end.
Methods and Results
The flow was pretty much the same as the original campaign, except that the Client only required one calling agent for India and another one for Korea.
Callbox sailed through the campaign with flying colors, delivering 700 clean records for both target locations within a month, despite the uniqueness of the campaign and some initial hurdles.
Additionally, Callbox was able to provide useful insight to the Client in terms of the divide between contacting prospects through mobile or landline. Callbox reports showed that prospects were more comfortable in providing their landline numbers over their mobile numbers. This outcome contradicted the findings of the Client’s internal calling team which supposedly revealed that prospects preferred being reached via mobile.
For the Client’s third partnership with Callbox, the campaign was centered in India alone, and it came with specific parameters to be strictly observed.
The goal was to produce 3,000 profiled records from a 3-seater, 2 month campaign. The Client provided its approved market verticals under the manufacturing industry, as follows: aero/auto, baked goods and cereals, beverage, building materials, cosmetics/personal care, dairy and eggs, extrusion/wire and cable, packaging materials, pharma and medical, and salty snacks.
The campaign was a mix of customer profiling and lead generation, with a list of roughly 3,000 contacts provided by the Client. Callers were instructed to reach out to Production Managers, Maintenance Managers and Purchasing/Procurement Managers. In case these positions are unavailable, they were to look for Operation Managers, Facilities Managers and Finance Managers.
Data profilers were still required to ask prospects regarding the number of production lines and the manner by which they code their products.
Methods and Results
The approach prescribed by the Client required Callbox to basically send out marketing material to the prospects. This objective was to be accomplished in conjunction with the usual Customer Profiling task that was done in the previous campaigns.
Callbox delivered the goods as expected, with the last few weeks spent on formatting the data according to the Client’s preferences. They were also very pleased that a lot of calls resulted to legitimate leads for their business, even though lead generation was not the main priority of the campaign.
The India campaign became much more smooth-sailing because of the prior experience in penetrating the location, as well as the improvement in the communication lines. Also, Callbox’s own updated database of records helped fill in the gaps for incomplete or inaccurate contacts.
Towards the end of the campaign, the Client set up a Customer Profiling campaign that aimed to clean up around 500 test records from the US. Although this US campaign still revolved around the manufacturing industry, the Client was open to explore other verticals aside from the ones previously prescribed.
The campaign was carried out simultaneously with the India campaign that was still in progress. Callbox allotted a few hours a day for its agents to call US contacts. The campaign successfully ended after 5 days, with Callbox delivering 500 profiled contacts as agreed.
Summary: The Callbox Solution
Customer profiling and lead generation are the two main services that Callbox offers to its clientele. Although the former is relatively more straightforward, the service rate that Callbox has exhibited in the above-narrated campaigns were at par, if not more than its standard lead generation campaigns.
For the three Customer Profiling engagements, Callbox has allocated the same amount of resources (time, manpower, methodology, etc) as with regular telemarketing or appointment setting campaigns. The vigor that goes into every step of the process was aimed at significantly reducing bad output for the Client, thus ensuring satisfaction and reliability.
With the help of Callbox, the Client now enjoys increased business activities as a result of more reachable organizations and contacts in their customer database, which then resulted to more new business sales.
After three successful campaigns, Callbox has established an on-going business relationship with the Client. They have retained Callbox’s services for their current campaigns which involve not only Customer Profiling but other services as well. The Client was very pleased with how Callbox was able to deliver time after time, and they definitely see Callbox as a partner in more projects down the road.