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 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.
Industry: Human Resources
Location: New Zealand
Headquarters: New Zealand
The Client is a market leading designer and developer of payroll software in New Zealand since 1983.
Campaign Type: Lead Generation
Campaign Target Criteria
Location: New Zealand
Industry: All industries with 20 – 200 employees
Decision Makers: Business Owners, Managing Directors, Finance Managers
The Client prides itself with a 33-year experience in providing over 10,000 customers with low cost, simple and very effective payroll solutions. However, this market dominion was somewhat threatened when payroll system providers in New Zealand offered the same or similar packages on software functionalities like Auditing, Templates, Tracking Capabilities, Costing Statistics, Pay History, Contributions and Help Desk Support, which deflated the Client’s huge number of customer database by 20%.
The competitors were seen to be quite aggressive in generating more customers, so the Client decided to combat the move by undertaking feisty initiatives like outsourcing a lead generation company who would help them look for new customers and win back those they’ve lost.
The Callbox Solution
Callbox’s multi-channel marketing program was designed to help clients maximize the full potential of a well-profiled and managed database to get them in front of their target prospects with the right message, at the right time.
In the said campaign, the Client required the Callbox team to generate leads using two different approaches for lost customers and new targets. The generated leads were differentiated into two categories, and from which the Client customized their solution/offers:
This type of target customers were sent initial email copies that contained FAQs about their pain points like Holiday Pays, Leave Rates calculations, etc. As soon as the prospect opened the email or took action like clicked the Client’s website or accessed any link in the email, which were tracked real-time by the Callbox team, the contact was then scheduled in the Callbox PIpeline to be called by the agent and set for an office, online demo or phone appointment with the Client’s specialists.
For winback customers, the initial email copies included cost- and time-saving offers from the Client such as systems upgrade at the same package cost, restructured payment schemes and a sample comparative script of how their old service would look like upon return. A day after the initial copies were sent out, whether or not the prospect had opened or taken any action on the email or not, the agent made follow-up calls to those targets and set them for office, online demo or phone appointments with the Client’s specialists.
In addition, the agent incorporated a customer profiling activity during follow-up calls which made the database more accurate by updating contact information like the decision maker’s name, company name and address, contact numbers, email addresses and social media accounts.
The Callbox team generated a total of 84 Leads: 11 Office and 35 Phone Appointments and 38 Online Demonstration Bookings which were all part of the 2,343 Positive Contacts that included warm follow-ups. Out of the 84 Leads, 38 (40%) were winback customers.
Callbox’s multi-channel marketing platform was effectively utilized for the payroll leader’s lead generation campaign and which realized their goals to win back lost customers and acquire new ones worth nurturing.
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.
The Client is the world’s largest pump manufacturer with an annual production of more than 16 million units. It has more than 18,000 employees and 80 authorized distributors in 55 countries. Its product line includes all types of pumps for industrial water supply and commercial applications including circulator pumps for heating and air conditioning and submersible pumps.
Recognizing the need to move closer to its customers in the Asia-Pacific region, the Client decided to conduct a telephone survey to get a broad and detailed view of market conditions. The Client’s objectives were:
The Client needed at least 1500 respondents to complete a survey in 25 business days – a task too big for its in-house calling team to handle in such a tight timeframe. After learning about Callbox’s extensive experience in running time-pressured campaigns, the Client decided to supplement their efforts by outsourcing the survey.
The Callbox Solution
They began with a pilot survey of 50 respondents to test Callbox’s capability. Satisfied with the results, they had Callbox conduct larger surveys in Australia and New Zealand. The Client required Callbox to use the Confirmit CATI (Computer Assisted Telephone Interviewing) system for this survey. Since Callbox was experienced with CATI systems, the team was able to go live with the calls after just two days of training.
Target contacts were asked about their opinion of the Client’s product to deduce its position in the market. Customers of the Client’s direct competitors were also asked about their perception of their own suppliers’ market position and solutions provided.
Callbox completed the 25-day campaign to the Client’s satisfaction with 1,625 surveys completed, well exceeding the target. This led the Client to expand the survey contracts with Callbox across Asia, Oceania, and Europe.
Early in the campaign, Callbox used the Client’s business list. However, Callbox quickly determined that the respondents needed to be targeted more precisely in order to maximize the limited campaign time. So Callbox offered its own strategic target lists sorted by multivariable relevance to achieve an immediately higher contact rate. Callbox also improved the survey questions to generate responses directly relevant to the Client’s objectives.
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.
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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