Industry: Marketing Consulting
Campaign Target Criteria
Location: Singapore & Malaysia
Industries: All industry types and sizes
The Client is a Marketing Consulting Agency which was founded in Kuala Lumpur, Malaysia in 2002. The company is an event specialist mainly for IT and Software industries providing Signature Campaigns, Event Management, Retail Services, Partner Programmes and Content Development in Singapore, Malaysia and Indonesia, and had ran several successful events for IT giants like Intel and Microsoft.
As the Client’s reputation grew in 2007, more industry giants like Bosch, Castrol, DiGi and Disney Channel entrusted them to handle major events which brought them more acclaim in the region.
The Client’s successes in the past did not leave them overconfident and content with their achievements but rather drove them to set their sights higher with plans for expansion of their services in the Southeast Asia by providing service to multinational IT and software companies. This objective was crystal clear but the tools and processes to run the project remained a gray area. This led the Client to look for a third party provider who possesses the expertise that would help them realize their plans. They considered partnering with a telemarketing company – specifically someone who has rich experience in events marketing campaigns and can provide a large and well profiled database for them.
Callbox was among three providers that were shortlisted by the Client but stood out to be their best choice in the end. Find out the reason why.
The Client planned out a trade event for a giant IT firm. The objective was to gather as many attendees as possible and get interested prospects who would be good targets to follow up for succeeding events.
Callbox, known for its thought technology as a top lead generation provider, designed a multi-channel marketing campaign for the Client and employed the use of the Callbox Pipeline Lead Nurture Tool, a marketing automation tool that streamlines actions and communication between the Client and the targets, creating a seamless workflow for the Callbox team throughout the duration of the campaign.
The presentation of the whole idea of how the project will be ran was the very reason why the Client blithely chose Callbox over the other two lead generation providers.
The process was easy as counting 1-2-3:
The campaign officially registered 129 confirmed attendees for the giant IT company. But for this Marketing Consulting specialist, the successfully concluded campaign was just a start of even bigger things, for them the best thing was nurturing 150 warm follow-ups who are all possible attendees to upcoming events, and a rich database containing well-profiled and accurate contacts.
The event campaign saved the Client much time and money as they not only gathered a good number of attendees for the IT giant’s event but at the same time, currently reserves another batch of warm prospects for the next event that wouldn’t necessarily require much time and effort to follow-up.
In fact, as of press time, Callbox is set to launch another event campaign for the Client.
Industry: Exhibition & Trade
4 Decades of Event Leadership
For 40 years, this exhibition and conference pioneer has withstood time and tide to become Singapore’s top and most successful trade event organizer today. They stage trade exhibitions that provide dynamic platforms for effective networking and business opportunity growth to the largest and longest running key industry sectors in the region.
Their four-decade reign as leader in the exhibition industry brought numerous recognition from different award-giving bodies like the Exhibition City Approved International Fair (AIF) Scheme, and the Singapore Business Events Awards. Such has gained them much trust from the industry sectors they serve and increased their clientele list over the years.
Indestructible they may seem to have lived with a four-decade trade leadership in the region, what good reason did they have to still take the option to enterprise telemarketing into their current strategies? Why not stick with the conventional, but proven-effective scheme of 40 long years?
Campaign 1 – Call To Invite
The first couple of Call-to-Invite projects aimed to gather attendees for Asia’s largest and most comprehensive business networking event for the Global ICT industry, which was participated in by international satellite communications and services companies in Asia, and professionals from Broadcast, Production, Post Production, Digital Media, Entertainment, Houses of Worships, System Integrators, Rental Houses, and Education.
The event was not launched for mere knowledge enrichment and ideas sharing purposes for the attendees, but a plenitude of beneficial platforms for ICT professionals were introduced like Big Data Analytics, Cloud, eGovernment, eServices, Security, Smartcard/RFID and Wearables. Also featured were the latest technologies in 3D Printing, IoT, M2M, Mobile Apps, OTT and more.
Campaign 2 – Call To Invite
The second wave campaign engaged key decision makers in the manufacturing industry to access the latest precision engineering and machine tool technologies available in the global market, and key decision makers from the international oil and gas industry to showcase a comprehensive product innovation.
Local parts and components manufacturers and service providers showcased their expertise at the Capabilities Hub, which brought prospective buyers closer to the suppliers via a single platform.
How Callbox streamlined the success
The preceding call-to-invite campaigns were successfully rolled out by the Callbox team which made an abounding progress in the client’s database. Both Callbox and the exhibition leader were responsible team players in completing the project thru multitouch, multichannel marketing tools and strategies.
The Callbox Pipeline, Callbox’s Lead Management and Marketing Automation platform, stored the client’s big amount of data. The callers updated the contacts with the most current information they uncovered during the call outs. Hitting two birds with a single stone – callers invited the prospects to attend the event and preregistered them on the client’s behalf and updated/profiled the list at the same time.
The Lead Nurturing Tool was activated. A scheme was customized to send out email invites to prospects, and once the invite was opened and read, a notification prompted the callers to do a follow up call and get the prospect pre-registered.
DM Outreached. Client’s own database came up to nearly 20,000,but almost 50% of that number was deemed “Un-contactable”.Both Callbox and the client agreed to add target contacts/job titles for the expansion of the list which resulted to a wider market reach and more email invites sent to target decision makers.
Campaign 3 -Data Profiling
A profiling campaign was set off by the client at the last quarter of 2015 which aimed not only to keep their database accurate, profiled and cleansed, but to prep things up for the next coming edition of events in 2016 and 2017, and which this exhibition expert sets to run again with Callbox.
So, ask again what good reason did this trade and exhibition expert thought of working with Callbox, despite their years of experience and proven expertise?
Clearly, the fitting reply can only be Why not?
The Client is the world’s largest brand consultancy with a network of 33 offices in 27 countries. Over the past 40 years, it has created and managed branding campaigns for some of the world’s most recognized brands including BMW, P&G, and McDonalds.
Part of the Client’s marketing strategy is conducting a series of events each year. One of those events was a free seminar workshop held in Singapore and Thailand, aimed at introducing its branding solutions to potential customers. To maximize the marketing value of this event, the Client looked for a marketing partner who could develop an effort that combined email and telemarketing to generate its desired number of registrations in a short span of time. The Client’s objective was two-fold:
The Callbox Solution
Having worked with a number of big companies in Singapore and Thailand before, the Client had already compiled a database contacts which would be used in this campaign. The overall effort started in September 04, 2013 and involved two waves of marketing activity leading to the event.
The first was an email campaign to send out invitations containing details of the event, along with a short summary of the Client‘s profile and its services. Target contacts included C-level decision makers from the top 200 local companies in Singapore and Thailand.
The second wave involved an outbound telemarketing outreach to qualify email respondents based on the Client’s qualification criteria. Qualified respondents were then forwarded to the Client’s team for confirmation and event registration. Callbox submitted weekly RSVP reports which allowed the Client to forecast the number of potential attendees and make adjustments to step up the campaign when necessary.
Both campaigns were successful not only in terms of quantity (number of leads generated), but more importantly, in quality. The email blast generated an impressive response rate that a week prior to the campaign’s completion, the Client contracted another agent from Callbox to assist with the calls. In 22 days, the campaign generated a total of:
The Client is a global leader in data backup, data recovery, and archiving solutions. Based in Singapore, it provides expert advice and integrated solutions for reliable and cost-effective data storage management to customers worldwide.
The Client hired a lead generation provider but needed additional support for other marketing initiatives. It looked for a reliable telemarketing partner with significant regional experience and resources in order to:
After searching and comparing several service providers found on the internet, the Client was impressed by Callbox’s track record in B2B lead generation and immediately penned a deal.
The Callbox Solution
Callbox set up an outbound telemarketing team to initiate a call-to-invite campaign to be followed by a lead generation/client profiling campaign.
Callbox initiated a cold calling campaign to invite and sign up participants to four open house events hosted by the Client in Brisbane, Sydney, Melbourne, and Canberra. The events were organized to educate prospects and resellers in data protection solutions. The Client provided a database of 14,000 target prospects consisting of IT Managers in New Zealand and Australia.
The campaign kicked off in October 2011 after email invitations were sent. Callbox provided weekly reports enabling the Client to make attendance projections and ensure good turnout.
Lead Generation / Customer Profiling
After the success of its call-to-invite campaign, Callbox set up a telemarketing campaign to distribute free eBooks on next-generation data protection and best practices in information management. These contact opportunities were used to profile prospects, generate feedback, and gather market intelligence. The data obtained from this campaign would be used by the client to identify key prospects and opportunities which would be crucial in executing effective sales and marketing operations.
Throughout the campaign, Callbox made several attempts to reach actual decision makers, which presented some challenge because operators were trained to block repeat calls. In this situation, there is no substitute for experience, and Callbox’s eight-year track record in B2B telemarketing was a key to the ultimate success of the team.
Callbox identified 165 qualified leads which far exceeded the Client’s expectations month after month. The events attracted a strong turnout which gave the Client excellent marketing opportunities and proved to be an effective market entry point.
All prospects in the Client’s database were contacted and profiled resulting in a comprehensive database of sales-qualified leads which became an excellent platform for selling at senior level. With an optimized database, the Client’s salespeople were able to concentrate on the most profitable engagements and prioritize opportunities likely to be most productive.
The Client is a US-based all-flash enterprise storage company that enables broad deployment of flash in data centers. Founded in 2009, the company was named a silver winner in the Enterprise Product of the Year in Best in Biz Awards 2011, and the Wall Street Journal 2012 Technology Innovation Awards. It was also selected for the Red Herring Top 100 Americas Award in 2012, and was among the top 25 best places to work in Silicon Valley.
In January 2014, the Client hired Callbox for an appointment setting campaign targeting decision makers from Fortune 1000 companies in Singapore, Malaysia, and the Philippines. With its market rapidly growing, the company scheduled an official launching of its Singapore office in May of the same year, and organized an RSVP campaign.
About a week before the event, the company realized that it was coming up short of its goal of 80 registrations. The company’s country manager for Singapore approached Callbox to run an event telemarketing campaign, with a goal to come up with 17 additional leads to complete its initial goal of 80 registrations.
With only two days to plan and execute the campaign, the challenge for Callbox was to develop a quick and engaging approach in order to generate as many confirmed registrations as possible, while carefully considering the Client’s qualification requirements.
The Callbox Solution
The overall effort began on May 14 and involved two phases: 1) creating and segmenting a calling list, and 2) setting up an RSVP campaign through outbound telemarketing.
The goal of the entire campaign was three-fold:
Time was of the essence in this campaign so Callbox made sure to keep the outreach highly targeted, supplementing the Client’s calling list with its own segmented contact database. This allowed the team to focus on pre-qualified targets, achieving a 35% positive contact rate, instead of wasting its limited time calling contacts that fell outside its target market.
In just two days of actual calling, Callbox completed the required number of registrations, hitting the Client’s target right on the nose, and exceeding its attendance projection by a significant margin.
From this campaign, Callbox also left the Client’s inside sales team with 78 leads to follow-up, including 12 who requested for additional information.
High-profile companies at the event included StarHub, Global Foundries, Bank of America, and Maybank Singapore, among others. After the campaign, the Client re-contracted for an appointment setting campaign with Callbox.
The Client is a professional business software consulting firm based in Irvine, CA. They specialize in the Sage Software family of products – Sage MAS 90 and 200, Sage BusinessWorks, Sage CRM, and JobOps Job management software. The Client helps businesses increase productivity and profitability through the application of integrated accounting, distribution and management software. Their reporting tools allow users to quickly and easily extract, analyze and professionally present business information.
The Client’s services include software selection, system design and implementation, user training and support, data conversion, and eCommerce/EDI/CRM consulting. With the goal of being the most trusted and most responsive in the network technology and business management industry, they have helped over 400 companies in a wide variety of industries. The Client engaged the services of Callbox in August 2005
Considering the stiff competition and difficulty of marketing business software, it was crucial for the Client to double, even triple their sales and marketing efforts in order to find prospects. They lacked the team and resources to search for prospects. Sales and marketing was handled by one person who wanted to focus on presenting proposals and closing deals and could not be burdened by the time-consuming search for prospects. The Client needed to scour the market for businesses with upcoming software system projects such as software evaluation and upgrading. They targeted businesses that needed:
The Client sought a partner to find these prospects, generate interest for the products and services and provide all necessary marketing support to achieve their goal.
The Callbox Solution
The Client turned to Callbox to rev up their sales efforts.
Callbox initially carried out an invitational campaign in Aug. 2005, calling prospects and inviting them to attend meetings and/or seminars conducted by the Client. A series of lead generation and appointment setting campaigns followed, spread out over a year, alternately conducted on a per-lead or per-seat arrangement. Since the start of the campaign, the call quota of Callbox agents rose from 100 to 160 calls per day, targeting 20 leads per month as required by the Client.
Callbox agents inquired about prospects’ plans to change or replace their business management software in the next 3-12 months. This was followed by a series of questions regarding:
Aside from calling prospects, the Callbox team sent out brochures to customers asking for additional information. Prospects that had talked with the Client’s sales consultant were also forwarded to Callbox agents for follow-up calls.
Since August 2005, Callbox agents placed a total of 27,857 calls for the Client, and have forwarded 240 leads since the start of the lead generation and appointment setting campaigns. With Callbox handling the qualification and forwarding of hot leads, the Client now devotes full attention to closing deals significantly increasing sales. They were pleased with the performance of the Callbox team who delivered a total of 72 leads from February to June 2007. Thereafter, the Client pre-extended their contract through to September 2007.
The Client is a pure IT consulting and professional services company offering design, configuration, implementation, business analyst, and general consultancy services.
The Client is the Asia-Pacific unit of a USA-based cloud computing company that provides CRM solutions to business and enterprise customers.
The Client is a $50 million direct mail company delivering upscale prospects to advertisers of high-end products and services. They link people in upscale owner-occupied homes with the products and services they desire.
The Client comprises of regional directors and division managers of one of the leading independent payment processors in the United States, handling credit and debit card transactions as well as payroll services for over 100,000 restaurants, hotels and other retail merchants.
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.
The Client is an events specialist and one of the many fast-expanding companies in its industry that could provide resources both in and out of the APAC region.
The Client is the world’s third largest business software company. It has branches in over 30 countries and offers a full range of enterprise business software including:
The Client’s goal is to provide the best software experience and a lower total cost of ownership for their customers. To meet customers’ long-term needs, they provide an evolutionary path to support continuing business and technology innovation.
The Client didn’t have the in-house expertise to run a lead generation and lead management campaign, nor did they have the database tools to support one. To achieve their objectives, they needed a partner to develop and execute a comprehensive lead generation, qualification and appointment-setting program to capture greater market share for their business software solutions. While the company had a dominant market share in the industry, it lacked the support for their sales people to handle leads and prospect profiling.
With the rapidly increasing number of individuals from various companies across all industries downloading information from the Client’s website, it was crucial for them to:
Calls had to be made across the Asia Pacific Region to verify the records of individuals and companies that downloaded files from the Client’s website. Qualification was necessary, as the Client wanted to ensure that their website visitors/prospects could be considered warm leads before their sales team pursued them. Aside from verification and qualification, the Client also needed a support team to call and invite prospects and customers to various company-sponsored events throughout Asia.
The Callbox Solution
The Client teamed up with Callbox to carry out:
1. Lead Generation through outbound cold calling to generate leads and appointments for the Client’s sales force.
The Client’s target market consisted of decision makers who were looking for business-specific solutions to address their challenges and produce tangible results. Callbox’s sales force used cold calling to identify and qualify prospects for the Client. Qualifying questions determined:
Callbox executed the cold-calling campaign using the list of target contacts provided by the Client. Agents who were assigned to this campaign used a customized spreadsheet to keep track of all call results. Calls were categorized as lead completed, not interested, competitor, invalid, duplicate, no action needed, etc., and were assigned to each respective column on the spreadsheet for easy reporting and evaluation. Leads generated from the calling campaign were posted on the PipelineCRM to be reviewed by the Client and feedbacks were discussed. Callbox provided daily and monthly reports on pipeline activity and campaign status.
2. Profiling and updating the client’s prospect data base with up-to-date business and contact information
The Client provided Callbox with their list of prospects and clients. The Callbox Team verified and updated all possible contact information by phone, including email addresses.
3. Call-to-Invite Campaigns
Callbox provided total sales and marketing support by carrying out several call-to-invite campaigns, inviting the Client’s customers and prospects to attend company-sponsored events in the Philippines, Indonesia, Malaysia and Singapore. The Callbox Team then followed up every call with an email. Aside from company-sponsored events, the Client also held webinars. Callbox callers invited guests to these webinars and also confirmed attendance for the Client.
4. Online, web-based reporting across all aspects of the project, its progress, and statistics which included lead distribution and appointments set.
The Callbox solution provided the Client with a steady, predictable flow of qualified sales opportunities as well as a systematic methodology for tracking every opportunity and evaluating sales force effectiveness.
The Client has a very accurate and predictable sales pipeline. By the time the prospect was ready to truly engage with them, they already had complete information about their prospects and their companies.
With the Callbox Team averaging 2000 calls monthly, verifying contact information of current customers, qualifying prospective clients, and setting appointments for the Client’s sales team, the Client experienced a significant increase in conversion rates.
Backed by Callbox’s own PipelineCRM, the Client enjoyed easy tracking and monitoring of all leads. The Client was also able to consistently improve service offerings through call recordings made available by Callbox.
Since then, the Client has been renewing on a month-to-month basis with new campaigns — lead generation, call-to-invite and profiling for different types of products. Pleased with the overall performance of Callbox, the Client provides sales training for the team, conducted at the start of every campaign. The smooth integration of sales and marketing with disciplined lead management resulted in increased sales and also provided total control over the customer acquisition process.
The Client is a leading provider of enterprise workflow applications software and automation solutions that help increase efficiency and simplify business processes through process-driven applications. Based in London, UK, the Client serves a stable of more than 1500 corporate clients in 40 countries, with over 1 million users worldwide.
The Client was seeking to drive attendees to its Microsoft SharePoint Seminar in London. Its immediate goal was to produce high quality sign-ups. However, the overall objective was to generate and deliver to its inside sales team sales resources that are fully-qualified and with near-term requirement for the products it offers. The Client had no experience in outsourcing its marketing function, and the result of this campaign would determine whether or not it would consider similar projects in the future.
The Callbox Solution
Callbox had an excellent campaign with the Client’s main branch in the US, and was recommended by the latter to its UK branch. The client hired Callbox to make outbound calls to invite prospects to its Microsoft SharePoint Seminar in London. Callbox started calling on February 15, 2011, targeting CEOs, CIOs, CFOs, and Finance, and Operations Managers outside London. This campaign was a huge challenge for the team as it involved inviting prospects to an event that would require them to travel for several hours mostly by land.
With two weeks left in the project, Callbox proposed an integrated two-phase campaign to make a shift from event invitation to lead generation marketing to which the client agreed. The Callbox team proceeded with the lead generation campaign right away, focusing on promoting the client’s workflow application for the police and fire services around London, UK area. Callbox was able to mine the Client’s existing contacts database to identify hundreds of potential customers. This campaign targeted IT Managers, ICT, CIOs, HOD ITs, and IT Directors.
Throughout the campaign, Callbox communicated regularly with the Client through PipelineCRM, which allowed the Client to monitor campaign progress in real-time.
Despite the difficulties encountered during the campaign, Callbox was able to produce significant results for the Client.
Additional benefits of this campaign include enhanced brand and product awareness, and acquisition of business intelligence and other significant data about the Client’s market. Most notably, this campaign inspired the Client to consider a change in marketing practices with outsourcing.
Needing more time to close the leads, the Client decided to put the campaign on hold, but expressed willingness to run another lead generating project with Callbox in the near future.
This Ontario company is a top provider of Managed Services and Remote Monitoring software for small and medium-sized IT solutions providers worldwide. It has won several major awards and established itself as a leader in market adoption, product innovation, and commitment to the success of its partners.
The Client needed a marketing partner to:
Generating a minimum of 30 webinar registrations per day required hundreds of calls and became challenging for Client’s in-house staff. Deciding to outsource for the first time, the Client chose Callbox for its extensive experience in B2B telemarketing.
The Callbox Solution
The Client approved a call-to-invite campaign in June 2010 with a team of eight Callbox telemarketers. Each agent was required to target a quota of four confirmed webinar registrations daily. The Client provided Callbox with a list of potential contacts from various IT organizations. Additionally, Callbox mined its own database of over 20 million records worldwide and segmented thousands of potential registrants in the US and Canada.
Callbox’s professional telemarketers contacted key decision makers to introduce them to the potential of increased sales and lowered business costs through managed services. Leads that expressed interest and agreed to be contacted by the Client were registered for the webinar and then passed to the Client’s lead development team.
For almost three years now, Callbox has hit daily and monthly quotas consistently, bringing a total of 35,793 webinar registrations and counting. The success of the US and Canada campaigns inspired the Client to scale up to 20 Callbox agents at one point, and to expand its reach into the UK and New Zealand markets.
“I have been working with the Callbox team for over 12 months. They have acted as our introductory sales team for this period of time. They are a very professional team that responds to all of our needs in a very timely manner.
I love the fact that I do not have to deal with sick days or the day to day management of this team anymore. We simply set the objectives, collaborate on the scripting, and then they do their work.
I would highly recommend this team.”
Director Partner Development
January 21, 2011
“I am pleased to recommend Callbox. They have consistently worked with a collaborative attitude to ensure all processes are current and achieve all set key performance indicators. Whenever an issue did arise we worked through the issue in a timely and efficient manner so goals remained on target. They have a positive, easy to work with demeanor and strive to exceed performance expectations. I highly recommend their services.”
November 14, 2011
The Client is a well-known software manufacturer with 60 offices in 23 countries and a worldwide customer base of more than 100,000. Since its founding in 1987, it has developed, manufactured, and supported software products used by IT professionals for application management, database management, virtualization, cloud automation, and back-up and recovery solutions.
In 2011, The Client was recognized as a leader in Gartner’s Magic Quadrant for Application Performance Monitoring.
The Client has an impressive line of software products and a proficient in-house team whose expertise is making sales presentations. However, it sometimes struggles to generate enough sales leads and business appointments to keep its salespeople constantly engaged in revenue-generating priorities. Having compiled an extensive database of existing and potential clients over the years, the Client recognized that it could maximize this resource if it had a lead generation partner capable of executing a telemarketing campaign focused on converting its contacts into qualified selling opportunities.
The Client partnered with Callbox to set up an outbound telemarketing campaign with the following goals:
The Callbox Solution
In September 2011, Callbox set up an RSVP campaign to generate sign-ups and drive attendance to the Client’s seminar in Singapore. Prior to this, the Client had organized similar campaigns but had been disappointed with the turnout. In this campaign, Callbox put every ounce of talent and experience in B2B telemarketing into exceeding the Client’s expectations in terms of RSVP and turnout rates.
As with any call-to-invite campaign, some prospects RSVP’d “just in case” they could make it while others declined due to conflicting schedules. To ensure no opportunity was wasted, Callbox worked closely with the Client’s team in qualifying and following up on targets prior to the seminar. Additionally, prospects who expressed interest but could not attend for various reasons were set up for telephone appointments with the Client’s sales team, who could define the best approach for each case.
The outcome of the initial campaign was impressive: a whopping 70% RSVP rate (52 confirmed out of 74 RSVP’s) and 70 phone appointments after 17 calling days. Encouraged by these results, the Client organized monthly seminars the following year and diverted its entire marketing budget to four RSVP and two telemarketing lead generation campaigns in Singapore, Malaysia, and the Philippines from February to October 2012. Throughout these campaigns, Callbox consistently exceeded the Client’s monthly quota.
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