The campaign’s initial run in April 2011 mainly focused on the Singapore market. The client preferred to cater to companies that send out big files. These are companies that have worldwide presence and do site-to-site file sending, or those that require file-sharing with their resellers or customers.
The initial campaign production delivered 19 leads. Such number was instrumental to the client’s positive decision to renew for another campaign that was even more impressive with 34 leads. Since then, the team continuously worked on for the lead generation campaign. The number of leads fluctuated but nevertheless quality was maintained at its best. The following campaign period brought in 28 leads with positive contacts at 63%, the next with 26 leads at 50% positive contacts, followed by another month with 35 leads at 71% positive contacts, and proceeded to another renewal month with 14 leads at 71% positive contacts and the last month with 23 leads at 76% positive contacts.
As the Singapore database was close to being exhausted, Callbox proposed to the client to divert its focus to other countries. In 2012, Malaysia came into the picture and kicked off with 30 leads in the 1st run, and went on alternately running MY and SG markets for the rest of the campaign period, with 18-20 leads per month, renewing contract after contract of 3 or 6 months, until the final leg in May 2015.
Quality vs. Quantity
The campaign required the Callbox team more effort compared with the other campaigns. The leads that were passed were strictly qualified based on the set criteria, which were subjected to the client’s scrutiny and approval.
The 4-year run made the most of its target database of contacts. Towards the end of the last 2 months of the campaign, both the Malaysia and Singapore databases went all in, as both target markets have been saturated, yet the campaign was still able to produce 18 leads at the least.
What A Difference It Has Made
This is one of the most successful and longest running campaigns in Callbox. But how was this huge success achieved?
The client truthfully engaged himself with the campaign by sharing full product knowledge with the team by conducting a thorough training on the product specifications, features and usage benefits.
The Callbox team had a first-hand experience of the product as they were able to practically navigate its interface which helped the calling agent efficiently position the offer to the prospects. These best practices also made the leaders effectively coach the caller on the challenges encountered in the calls, making them able to easily address issues that arise from day to day calling.
All available resources in Callbox were utilized.
Calling, sending of emails and other marketing resources like the social media were substantial to the exceptional results of the campaign.
Definitely, this campaign has made history with Callbox.
Turning Targets to Sales-Ready Leads With a 50% Shorter Lead Nurturing Cycle
A Callbox Multi-touch Multi-channel Campaign is essentially a Comprehensive Marketing Funnel designed to unearth opportunities from an initial list of prospects compiled from basic target demographics, and deliver them to a client as qualified, pitch-ready, warmed-up sales leads.
The Callbox method combines the efficacy of highly-personalized traditional marketing communication with the intelligent efficiency of automation. In our years of experience, we have found that touches via phone and email remain to be most effective at establishing connections in the B2B world. Data from various campaigns also clearly suggests the importance of timing. Our findings on optimizing triggers and actions form the basis of our Callbox Pipeline’s design. In its latest incarnation, the Callbox Pipeline provides clients with a flexible, user-friendly platform for Lead Nurturing.
This case study traces the success of a B2B client from effective utilization of Callbox’s Lead Generation and Lead Nurturing technology.
The client was the North America marketing manager for a software company specializing in SAP enterprise software solutions and business intelligence. The company is also an SAP consultancy with expertise in areas of SAP Implementation, Process Upgrade and Data Management. The company has roots in Canada and wanted to expand into the US market.
The client was introduced to Callbox by an IT solutions business through the Callbox Referral Program. The California-based referrer company has been running a campaign targeting businesses nationwide with Callbox since January 2015.
The client had worked with two other vendors for telemarketing services and three email service providers in the past. While these vendors were able to deliver basic calling and mass email services, the client needed a more efficient and comprehensive solution that could work seamlessly across both channels. Working with separate vendors for each channel left the client’s sales team the burden of coordinating campaign activities on different platforms, setting up each component of the campaigns themselves and much time spent on prequalification of leads generated.
Callbox’s proposal for full service multi-touch multi-channel lead generation was found to be a more costefficient and all-inclusive alternative compared to contracting separate marketing services independently. The promise of a campaign greater than the sum of its parts and time savings on the client’s part allowing them to focus on sales efforts were part of the reasons behind the client’s decision to partner with Callbox.
The Target Market
The company wished to increase its market presence in California, New York and Texas. While the company has had customers from a wide range of industries, the client wanted to focus the campaign on the Manufacturing sector.
Companies with annual sales of $1M to $500M and with 10 to 2000 employees were included in the database.
C-Level executives, Directors and Managers in charge of the business’ enterprise software solution were the target decision makers.
Around 1500 records for each of the three states were mined from the Callbox Data Warehouse based on these parameters.
A Callbox appointment is created when a prospect goes through the five stages of the marketing funnel (see Fig. 1). Our Lead Nurturing methods are designed to move as many prospects from one stage to the next, and allowed the client to obtain the most possible number of meetings.
The Callbox Data Warehouse is comprised of over 50 million business records in over 7 countries. With the aid of our Data Specialist and our data mining tools, the client was able to zero in on the portion of this data pool that matched their market criteria.
To begin converting inert contacts into leads, Callbox initiated a Conversation – an exchange over phone or email with a decision maker. Multiple contact attempts and pre-conversations with non-decision makers (gatekeepers, recommenders and evaluators) were often needed in order gather information on and establish contact with a decision maker. In the conversation stage, the decision maker was given a presentation of client’s offer.
Positive responses to a presentation were classified as inquiries. Inquiries often involved an initial request for information (brochure). Some cases required Callbox to make follow up calls and/or emails to confirm interest and check if the lead is ready to move to the next stage.
Whenever a decision maker makes a contact request to get a full presentation and/or formal proposal from the client, the lead is said to have graduated to this stage. In cases when the prospect had an immediate need and very high level of interest, the leads were converted directly into Qualified Leads from the Conversation stage.
In this stage, final preparations were made prior to endorsing the lead to the client. As required by the client’s qualifying criteria, screening questions were asked according to the approved call script. The prospect was also booked for a face-to-face or phone appointment with the client’s representative.
Email copies were formulated to have attention-grabbing subject lines, brief but precise body text and compelling calls to action in order to generate the most opens and replies. A total of 15,000 initial and follow-up emails were sent via Callbox’s email system — fully equipped with open and click tracking, and KPI reporting. The campaign’s Lead Nurturing schemes relied mostly on Callbox Pipeline’s programmable email marketing triggers.
Outbound calls facilitated by Callbox’s Dialer System ensured that more than 200 live calls were made 8 hours a day, 5 days a week. Callbox Pipeline also allowed the calling agent to efficiently leave pre-recorded voicemail messages.
A landing page was created to complement the campaign’s outbound efforts via email and calling. Designed with professional and marketing aesthetics in mind, it featured the client’s brand and highlighted the main features of the client’s software. The landing page was also equipped with a web form to allow prospects to send in a contact request.
Callbox Pipeline’s integrated Linkedin features allowed the Callbox team to find matching Linkedin profiles for each prospect in the contact list. Linkedin connection requests were sent to as many contacts as possible with an accompanying introduction text. Client also opted to have Callbox send out messages to all connections made as another possible avenue to generate leads.
Postal Mail and SMS
The client was one of the first to take advantage of Callbox’s supplementary snail mail and SMS capabilities. For this campaign, these channels were used to deliver promotional postcards to the prospects’ business address and send out mobile appointment reminders.
Contacts who opened the email and visited the landing page were added to a Priority Call List for further nurturing by phone.
Email responses and inquiries from the landing page are logged into the Callbox Pipeline and inquiries not converted into booked appointments after three days were lined up for a round of follow-up emails.
By the end of the Online Lead Nurturing Cycle, all contacts with no opens recorded were also collected into another Call List, to which the Call Lead Nurturing Scheme was applied.
Appendix A – Online Lead Nurturing Scheme
Prospects were led to the landing page primarily via email sendouts. Each contact request sent in by a prospect was received by the Callbox team as an email notification and treated as in inquiry.
Production and other KPIs
By the end of the campaign term, the client was averaging 12 face to face meetings and 23 phone appointments per week. The client’s sales team was able to move 82% of all appointments into proposal stage and garnered 2 closed deals within the first two weeks, generating a three-fold return from their initial investment in the Callbox campaign.
Of the 15,719 emails delivered, 2247 opens (14.3%) and 193 click-throughs (1.2%) were recorded. 218 inquiries were generated out of 943 total replies received. Email marketing contributed to roughly 38% of all appointments generated while meetings from contact form inquiries comprised another 9%.
Out of the 9046 records comprising the initial campaign list, 7870 records (87%) were fully profiled, complete with verified names, job titles and email addresses.
“Both my marketing team and sales team are very happy. Marketing sits back and only has to monitor because they have done their job on the setup and almost everything is automated; while my salesforce are very busy fulfilling booked appointments.” says the Client’s CEO
Below is the number of Targets on each stage of the Marketing Funnel after only 12 weeks in the Callbox Multi-touch Multi-channel Lead Nurturing Campaign.
With the Client’s previous telemarketing and email marketing service providers, the Client was able to convert 2% of raw targets into booked appointments only after running the campaigns for about 6.5 months or 26 weeks. Callbox cut this time into half, and significantly moved more targets into the later stages of the marketing cycle. This was enough to convince the Client to expand the number of campaigns they are running with Callbox.
Marketing Funnel Conversion Summary
The Client is one of the premier retailers of Dish Network, the United States’ lowest priced all digital satellite provider. Dish Network offers a variety of HD programming such as theater-quality movie channels, educational and nature programming, Pay-Per-View HD movies, and HD broadcasts of special events, including concerts, boxing matches and professional sporting events.
The Client offers TV and entertainment packages that are put together to give choice and value, loaded with popular options for a low price as well as very affordable equipment upgrades.
Providing satellite sales, installation and service throughout the US was not easy for the Client which was a young company. It saw the need to grow, not only in terms of client base but in customer service capacity as well, in line with its goal to provide outstanding service to its customers. The Client faced stiff competition from huge cable providers all over the US so it needed a major marketing campaign to introduce its company, its offers and retain a loyal set of customers. An attempt at in-house sales operations was made by the client, but did not generate as many customers as expected. The Client saw the need for a partner to reach its target market and eventually, hit its sales target.
THE CALLBOX SOLUTION
In order to gather interest for the Client, Callbox launched a Lead Generation campaign in April 2006. Since the Client had in-house specialists, the task of Callbox agents was limited to gathering prospects by generating interest in the Client’s offers, and forwarding these prospects to specialists who closed the sales. A total of 10 agents consisting of 7 openers and 3 closers handled Client’s account. The 6-month lead generation campaign by Callbox customer representatives involved the introduction of the company, its offers and basic installation information.
This is the Client’s first experience with outsourcing, and Callbox is proud to be chosen.
The Client is an agency under the Ministry of Trade and Industry spearheading the development of Singapore’s external economy wing. Its mission is to promote the overseas growth of Singapore-based enterprises and international trade. With a global network of over 30 locations, the Client offers services to help Singapore enterprises export, develop business capabilities, find overseas partners, and enter new markets. They work to position Singapore as a base for foreign businesses to expand into the region and Singapore-based companies.
The Client’s primary objective was to acquire foreign leads to participate in their ‘business matching’ trade portal. They targeted importers, distributors, wholesalers and manufacturers all over the US, to seed business opportunities and partnerships.
THE CALLBOX SOLUTION
Callbox launched a Foreign Lead Generation Campaign.
Based on the Client’s specifications, a target call list was provided from the Callbox database. In order to provide the Client with the right list, the Callbox research team studied the Client’s present goals and long term plans in order to identify potential prospects. Callbox agents made calls across the US daily, inviting businesses to post their company profile, products and services to the trade portal, emphasizing the opportunity to expand the prospect’s market in Singapore. Pertinent information was collected contact person, designation, contact number, company name and address. Among the qualifying questions asked by the Callbox team were:
Hot leads were qualified and matched with suitable Singapore-based enterprises. If requested, Callbox also sent the prospect invitations and online brochures.
With the Callbox team delivering a large number of leads monthly, the Client has been enjoying an increasing number of registrations on the online portal, significantly expanding its customer base. The Client’s Business Matching Group expressed satisfaction with the leads generated and the consistent professionalism and quality service shown by the Callbox team. As a result, the Client still continues to engage the services of Callbox in foreign lead generation. Today, Singapore’s most comprehensive business portal lists over 100,000 companies and is growing daily.
In line with its primary goal to provide high quality drug testing products with outstanding service at affordable prices, the company sought the assistance of a business solutions partner to be able to reach and capture a chunk of the market shared with competitors.
The Client’s main competitor is an established company known for its very affordable prices. In fact, it is widely known as the cheapest among the Client’s several competitors. The Client needed to market its products with emphasis on quality and bulk discounts, as this is its identified pricing strength.
The Client recognized some inadequacy in its sales and marketing strategies, and saw the need for a contact solution to support its growth and sales objectives.
THE CALLBOX SOLUTION
The Client partnered with Callbox to obtain a solution that helped them gain advantage against competitors, with the end goal of increasing their sales volume.
Callbox launched a lead generation campaign in order to gather qualified business prospects for the client. To be considered qualified, these prospects had to conduct 50 or more on-site drug tests per day. Calls made to these prospects involved inquiries as to the need for drug testing kits, drugs covered, type of kits used, number of kits required and an offer of free kit samples.
Keeping in mind the Client’s objective which was call quality rather than call volume, a Callbox agent made 80-100 calls per day with a quota of 4 successful calls per day, totaling 20 leads per week and 80 leads per month.
The Client first engaged the services of Callbox in November 2005 and has been a satisfied customer ever since.
The Client is an Australian Registered Training Organisation and member of the Group Training Australia Network. It allows local businesses to enjoy a hassle free and cost-effective way to employ apprentices through its Group Training system.
The Client operates from three offices in Australia, serving customers in Mildura, Robinvale, Ouyen, Wentworth, Swan Hill and surrounding districts, South Australia’s Riverland, and Metropolitan Adelaide.
The Client wanted to improve its lead generation campaign to get more registrants for its group training courses. Before Callbox, it relied on its in-house salespeople for leads. However, due to their limited time and training in lead generation, this resulted in a three-fold challenge:
Realising the need to generate more sales-ready leads, and that their in-house staff did not have the time and the right set of skills, the Client sought help from lead generation experts at Callbox.
THE CALLBOX SOLUTION
The Client’s initial objectives were:
Callbox started cold calling on August 25, 2010 to introduce the Client’s services to construction and engineering companies in Central Adelaide, who take on apprentices in carpentry, plumbing, bricklaying, and painting. At first, Callbox encountered the same problem the Client had with hard-to-reach decision makers. To solve this, Callbox experimented with the dialing schedule by calling prospects at different times of the day, recreating its marketing approach as necessary to successfully capture the right targets.
Getting interested prospects was a real challenge in this campaign since many companies preferred to train their own employees instead of paying another company to do it. To compensate, Callbox increased its daily call volume to reach even more decision makers. Positive contacts were turned over to quality assurance analysts who asked additional questions to confirm that prospects were qualified and interested. The Client’s sales team itself was professional in dealing with appointments, which contributed much to the smooth flow of the campaign.
The Client derived much value from Callbox’s integrated marketing tool – the PipelineCRM, which enabled it to keep an eye on pipeline activity, track lead progress, and monitor lead traffic – all in one user-friendly platform. The campaign ended successfully on November 25, 2010.
Since using Callbox, the Client has experienced tremendous growth in lead traffic and new customers.
The biggest success the Client has seen with this campaign has been the growth in lead volume. Within three months (67 calling days), Callbox has captured a total of 52 highly-qualified appointments. In addition, Callbox was able to organise a database of the Client’s market and prospects who requested additional information, feeding the company’s in-house sales team with leads for many months, and generating more leverage for future marketing campaigns. Pleased with these results, the Client is set to re-contract for another project in March 2012.
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. They employ over 400 staff, and over 800 sales representatives. Their company, headquartered in the east coast, has numerous regional offices that handle large sales territories such as Ohio, California, Texas, Arizona, Indiana.
The Client needed a reliable marketing strategy to keep its services clearly faster and more accessible than that of the increasing number of competitors in the highly-competitive mercantile arena. Specifically, the Client aimed to help their operational level Relationship Managers manage their sales pipeline to encourage increased business development.
The Client wanted to:
THE CALLBOX SOLUTION
The Client realized they could meet both objectives with the Callbox Appointment and Lead Generation program. Callbox assigned a personal inside sales agent to each Salesperson in the campaign, and provided each Salesperson their own online appointment book. This sales force then had their schedules saturated with pre-qualified appointments. Without the need to cold call, the sales force was free to concentrate on closing. The result was a substantial increase in sales leads without increasing the sales force.
The experienced sales force was delighted to have fresh leads delivered throughout each day, enjoyed more commission, and were thrilled to be free of cold-calling. This resulted in markedly lower sales force turnover for the Client.
The Callbox inside sales agents were tasked to carry out the following:
As a result of using Callbox experienced inside sales agents, and the Callbox online real-time appointment calendaring to schedule individually all the agents in the campaign, the Client was free from micro-managing the sales force and could concentrate on the larger implications of the numbers coming in.
The Client now enjoys:
A side-effect of allowing Callbox to take care of the entire lead generation part of the business, as well as the management of the sales force, the Client has become capable of delivering tailored solutions to additional demanding markets such as retail and community banks, making it one of the largest payment processors to date with $32.9 billion in annual processing volume from current merchants.
The Client is an established and a privately-owned Australian cleaning company based in Sydney which provides one-stop property services to more than 140 clients in 170 sites nationwide. Established in 1993, the Client has been providing a vast array of commercial cleaning solutions and other property services for various institutions such as schools, offices, large sites, hotels, motels, and data centres.
With over 15 years of experience in the commercial cleaning industry, it progressively aims to enhance growth and cater to a larger number of customers country-wide. Its main objective is to provide a painless experience for its customers by providing self-audited and performance-managed service teams and going the extra mile to give their clients excellent commercial cleaning and property services.
Prior to working with Callbox, the Client had its own inside sales team that generated leads and closed sales for the company. Despite efforts to broaden its client base, the marketing team struggled to produce additional leads and obtain more appointments in order to carry on its plan of expansion. Upon taking a closer look at their inside sales activity, it became apparent that the primary strength of the sales staff was in making sales, not in prospecting. As a result, the Client found itself unable to identify qualified prospects and increase sales.
The Client desired more customers that require at least three times a week of cleaning services. To achieve this goal, the Client determined that it needed peripheral support from a reliable lead generation company, and decided to outsource an outbound telemarketing service for the first time.
THE CALLBOX SOLUTION
The Client outsourced its lead generation and appointment setting requirements to Callbox because of the company’s well-known expertise in both fields. The Client’s objective was to strengthen its inside sales force and generate qualified appointments. To achieve these goals, Callbox launched a 22-day telemarketing campaign and assigned one of its top producing teams to handle the project. The team made sure that the following key elements were applied:
Adept script. Callbox made sure that the representative used the appropriate script to identify the correct decision-makers and made a few script modifications each time the agent shifted the focus from one industry to another.
Closely-monitored and updated list. Callbox constantly updated the calling list by replacing the disconnected and no-answer numbers with new records.
More qualified prospects. Callbox ensured that the Client was given legitimate appointments by calling offices according to the Client’s target industries such as Transport, Medical/Dental, Accounting, Manufacturing, Engineering, Hospitality, and Solicitors in Sydney.
The calling campaign officially took off on July 5, 2010. The chosen representative made calls four hours a day from 8 A.M to 5 P.M. excluding weekends.
The first campaign period ended on August 2, 2010, with outstanding results for the Client. A total of 14 appointments were generated out of 2,383 calls. The Client was extremely satisfied with the number of qualified appointments, and in order to manage the increasing volume of leads and prospects, the Client informed Callbox of his intention to hire additional staff.
Callbox was able to deliver the expected results and due to the success of the first campaign, the Client is set to embark on a new telemarketing project this October.
The Client is an Australia-based privately-owned facilities management company with corporate headquarters in Saginaw, Michigan and Chicago, Illinois. It provides integrated facilities management services including mechanical, electrical, fire service, hydraulic, janitorial services, landscaping, and pest control.
As of 2014, the Client’s main company operates in six countries including the US, Canada, Australia, South Korea, India, and China, servicing over 300 million square feet of municipalities, schools, stadiums, offices, and various industrial and non-industrial facilities.
For many years, the Client had been relying on occasional email and inbound marketing efforts to generate sales opportunities. Despite its impressive portfolio of services, it often struggled to produce a sufficient number of sales leads to reach its production targets.
So, when the opportunity came up to evaluate other options for future growth, the Client knew their lead generation strategy had to change. Soon, it saw the potential in telemarketing. However, since it did not have the right toolset to implement a targeted cold calling campaign, it decided to take the outsourcing route for the first time, and ultimately chose Callbox.
The Client outlined its objectives:
THE CALLBOX SOLUTION
As per the Client’s requirement, Callbox focused on contacts within 60 kilometers of the central business districts of Dandenong and Melbourne in Victoria, and of Elizabeth in Southern Australia. The campaign specifically targeted commercial buildings, warehouses, and industrial facilities with a total floor area of at least 30,000 square meters.
Given the scope of its target market, Callbox immediately recognized the challenge of launching a targeted telemarketing campaign. It started off with an email blast, and utilized its in-house research team to manually profile, filter, segment, and qualify prospects against the Client’s criteria. Despite the staggering amount of work it required, Callbox was able to round-up its resources and get the calling campaign running in no time..
Finding decision makers proved to be a real challenge, particularly with rented facilities. In this situation, there was simply no substitute for experience, and Callbox’s 10 years of expertise in telemarketing truly played out.
After the initial campaign, Callbox delivered three qualified sales leads which the Client followed up promptly. The Client re-contracted for a three-month telemarketing campaign yielding a total of 17 additional prospects, increasing the number of qualified sales leads to 20.
Pleased with the results, the Client endorsed Callbox to its mother company in the US, and hired another salesperson to keep up with the influx of new business opportunities.
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 produces and mails decks of eye-catching, full-color, glossy postcards to this highly desirable, yet difficult-to-target, demographic.
Their decks reach approximately 11 million unique homes a year, an annual circulation of more than 44 million card pack impressions. More than 20,000 advertisers–from small regional businesses to large national companies–advertise through Client’s mailings.
Based in Tampa, Fla., the Client has 78 franchisees in 125 markets. Its corporate offices employ 16 and approximately 270 people work for their franchises.
Despite its huge client base and nationwide coverage, the Client needed a partner to provide them with a steady flow of advertisers. More advertisers would mean keeping their mailings updated with the latest product and service options to affluent homeowners. With someone handling the search for advertisers, the Client could then speed up the sales cycle and focus their efforts on mailings.
THE CALLBOX SOLUTION
An Appointment Setting Campaign was launched to capture advertisers that catered to affluent homeowners.
Assessment and List Preparation
After consultations with the Client about their goals and identifying their target market, the Callbox team put their expertise to work starting with the preparation of the list of advertisers. Callbox tapped into its global database, which is home to highly targeted business contacts from all industries.
Majority of the Client’s advertisers provide home-improvement products and services, such as decorating, kitchen, closet, bath, fireplace, fencing, landscaping, lighting, maintenance, roofing, painting, wall covering, and flooring. Based on the criteria given, Callbox’s in-house research team produced a customized list for the Client.
Cold Calling and Appointment Setting
After uploading the Clients customized list of advertisers to Callboxs PipelineCRM, the script was prepared by Callbox. Callbox agents carefully studied this script in preparation for cold-calling.
Highly-trained to present products and services and competent to handle inquiries, Callbox agents successfully forwarded qualified sales leads to the Client. Upon advertiser request, agents also provided valuable additional information and walked them through the Client’s process, products, website and mailing schedules. Making over 200 calls per day, Callbox agents booked phone and face-to-face appointments one after the other and passed them to the Client’s sales team for closing.
Satisfied Client Refers Callbox to Over 15 Franchises
The first of the Client’s franchises that signed up for Callbox’s Appointment Setting service was based in San Antonio, Texas. After a successful campaign, word spread about Callbox’s appointment setting expertise, and as a result, more of the Client’s franchises followed suit. The Callbox clientele grew to over 15 franchises, all referred by their fellow franchises through word of mouth.
The Callbox team successfully captured the right advertisers for these franchises. The Client’s sales team had to do less cold calling and following up due to the support provided by Callbox. The Client was pleased with the Callbox teams performance and notes that 80 percent of its first-time advertisers re-signed for future mailings.
With more advertisers seeking a place in Client’s scheduled direct mailings, the Client now offers advertisers added value by posting their postcards on their company website, where consumers can search for specific services and print advertisers’ postcard offerings.
Today the Client remains the top direct mailer providing the highest quality services and products available. They currently mail to 11 million owner occupied homes across the nation in over one hundred major markets, and the list keeps growing.
The Client is an evolving web advertising firm that provides creative, technical and search marketing services, comparable to that of world-renowned agencies, at an affordable price. Situated in Chicago, Illinois, the Client offers their customers a variety of interactive advertising avenues such as web design, Flash animation, off-the-shelf custom content management systems, and Search Engine Optimization. They have served companies of different sizes from several industries.
The Client wanted to increase business leads through telemarketing their service offering as traffic to their website does not provide them a steady business flow. The Client offers SEO to their own customers but felt they needed supplemental support in promoting the said service to a wider market and reach other business firms outside their own locality. The Client also needed to gather information on the companies who wish to take on their SEO service.
THE CALLBOX SOLUTION
For this particular campaign, the Client sought Callbox’s help in researching companies and firms that are in need of and will benefit from their SEO service. Callbox launched a lead generation and appointment setting campaign which included calling the decision makers of companies included in the Client’s list of targeted industries. Companies found to be interested with Client’s SEO service underwent a pre-qualifying process with a Callbox agent to determine if each prospect is the type of customer sought after by the Client. The pre-qualifying questions were formulated both by Client and Callbox.
Once determined to be a qualified sales lead, the prospect’s details were listed in Client’s personal PipelineCRM account. The Client’s Account Sales Representative, then followed-up on the leads which were generated by Callbox and personally set appointments with the prospects.
The Callbox team successfully increased the Client’s customer share. The Client’s own team focused on closing business opportunities via setting appointments, after Callbox qualified their prospects for them. Companies who availed of Client’s SEO service offering exponentially increased after the latter’s involvement with Callbox’s Lead Generation campaign. The Client is currently following-up on the business prospects which Callbox has provided them.
The Client is a privately held corporation and is a premier provider of IT management solutions for businesses. The firm’s diverse product line, offered in a wide variety of capacity and application-specific configurations, can be scaled to support virtually any corporate environment.
The Client’s customers span a wide range of industries, and include Fortune 500 global enterprises. Their customer base is Medium to Large Enterprise businesses with complex, heterogeneous IT environments with stringent uptime and performance requirements. Today, over 40 customers with more than 5,000 total locations rely upon their products.
With their infrastructure ready to safely accommodate “many more” clients, they want to markedly increase highly qualified interest in their IT products, to produce enough leads to “boost sales to the next level.”
THE CALLBOX SOLUTION
The Client consulted Callbox. After reviewing their sales and marketing operations, Callbox immediately proposed deploying the Appointment and Lead Generation Program to realize their goal. Callbox started with an “out of the box” telemarketing campaign that would generate qualified/potential leads and appointments for the client on a daily basis. This was done by locating prospects, profiling, identifying decision makers, probing, qualifying targets, and pitching sales.
A script outline was developed which would serve as a guide for the agents to use in qualifying a prospect. It includes:
The sales generated as a direct result of the Callbox campaign exceeded projected revenues. Engaging Callbox to set appointments and generate leads effectively increased ROI and decreased transaction costs. It eliminated unnecessary costs incurred by the sales and marketing department by freeing them from calling dead ends and meeting unqualified clients.
The Client enjoyed the following benefits:
This case study is another success story showing that companies from various industries and strata benefit from Callbox’s target marketing to increase profitability and growth without sacrificing the quality of customer service.