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Callbox Profiles Key In-House List for Government Agency, Lifts Email KPIs

Callbox Profiles Key In-House List for Government Agency, Lifts Email KPIs

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The Client

The Client is the head office of a government agency in a Southeast Asian country. The Client develops and implements foreign trade policies, as well as regulates the country’s export and import industries.

The Challenge

As part of the government agency responsible for overseeing international trade in its home country, the Client facilitates trade relations with private companies overseas. The Client maintains an extensive database of key contacts from exporters and importers located in partner countries.

The office’s foreign companies list consists of around 25,000 contacts acquired from different sources, such as signup forms, internal research, tradeshow events, and publicly available documents. The list makes up the backbone of the Client’s promotion activities and information drive, as well as the main distribution list for the agency’s monthly newsletter.

The Client recently started a planned update and migration of its various data resources. A data audit revealed that the agency’s foreign companies list contained a very high number of potential data quality issues, including missing values, duplicate entries, and outdated fields.

With tight timetables for the data migration project, the Client sought the help of a third-party provider to scrub and update its foreign companies list. Following a thorough procurement process, officials chose Callbox after taking into account price competitiveness, data management capabilities, and track record.

The Callbox Solution

Callbox carried out a data cleaning and data profiling campaign for the Client. The campaign was designed with the agency’s very particular requirements and timelines in mind.

Data Cleaning

  1. The data cleaning phase of the campaign was scheduled and completed during the first two weeks.
  2. A battery of database scrubbing activities were performed on the Client’s foreign companies list, including de-duplication, error correction, and record standardization.
  3. The data cleaning workflow consisted of both manual and automated processes which made use of Callbox’s suite of list health tools.

Data Profiling

  1. After completing the data cleaning activities, the Callbox team verified and updated each list record through one-on-one calls with contacts, which consisted of senior and C-level executives from multiple countries and locations.
  2. Desk research helped enrich the Client’s database by supplying missing values and appending new information mined from different sources.
  3. Accuracy of each list entry was guaranteed through cross-referencing with Callbox’s own records and using different data sources to validate fields.

Results

The whole campaign took two months to complete (or 44 days), which was well within the Client’s required timeline. The first two weeks were spent on data cleaning, while the remaining six weeks were allocated for data profiling.

The Callbox team profiled a total of 24,952 records and worked to achieve 99.5% accuracy for the final list.

Three months after receiving the cleaned and profiled database, the Client reported 1.3x higher delivery rates, 70% fewer bounces, and across-the-board improvement in their email engagement/response metrics.

ICT Leader Aced More Than A Thousand New Leads With Callbox’s ABM Appointment Setting Program (Featured Image)

ICT Leader Aced More Than A Thousand New Leads With Callbox’s ABM Appointment Setting Program

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The Client

As a multinational company and one of the world’s top ICT brands, the Client specializes in advanced electronics technology. It’s core business focuses on fusing hardware, software and services to open up wider possibilities for businesses and consumers alike.

The Challenge

The Client has more than four decades of ICT experience and leadership. It started with service-oriented technologies and has kept the battle in its hands until it lost bearings in 2011 due to management hit-or-miss and tough market competition.

The ICT magnate saw a decline in their revenue and sagging interest from their customers with competitors’ rapid release of mobile devices that made them seem invisible in the market.

Although several innovations were launched to snatch their target customer’s interest back, the problem continued for a couple of years, resulting to difficulty in promoting their new line of products. This called for the client to outsource some of its functions, particularly sales and marketing.

The Callbox Solution

Callbox and the Client built a detailed plan for a two-term account-based appointment setting campaign.

The thrust was for Callbox to get the Client’s sales specialists appointments with relevant IT purchase stakeholders, B2B prospects that have a need to purchase servers or PCs within three to six months time.

Account Research and Selection

  1. The Client specified target industries, employee size, decision makers and number of users.
  2. Callbox refined the Client’s ideal customer profile (ICP) which served as a basis for identifying which companies best qualify as target accounts.
  3. Callbox then compiled a list of potential accounts to target, which was reviewed and accepted by the Client.

Account and Prospect Profiling

  1. The Client provided buyer persona profiles of prospects they want the outbound campaign to engage. The profiles consisted of detailed demographic and firmographic segmentations.
  2. Two buyer personas were designated as the campaign’s primary targets: mid-level IT managers or directors and C-level IT decision makers.
  3. The master contact list was segmented based on these two personas and further grouped according to industry, business size, and technologies in use.

Multi-touch, Multi-channel Outreach

  1. The campaign combined phone and email channels to maximize engagement with the target prospects.
  2. The touches were carried out based on a combination of calling and email marketing interactions with live agents.
  3. Messaging (used in scripts, email copies, page content, ad copies, etc.) was tailored according to the buyer personas and contact segments.

Results

The six-month campaign exceeded all key objectives set for the project: individual channels, main activities, and overall campaign. The campaign produced the following results:

  • Average appointments per day: 8
  • Decision maker reach rate: 39%
  • Accounts touched: 59,103
  • Average touches per account: 3.35
  • Total emails delivered: 21,164

Overall, the six-month campaign produced a total of 1,248 qualified appointments (sales-qualified leads).

The appointments delivered were best-qualified. Although the Client did not specify, they confirmed that the bulk of the leads were converted into new accounts. Callbox was able to establish a good working relationship with the Client which resulted to two referrals from them.

Long Term B2C Client Taps into Steady Flow of Appointments [Case study]

Long-Term B2C Client Taps into Steady Flow of Appointments

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CASE STUDY



Long-Term B2C Client Taps into Steady Flow of Appointments


THE CLIENT



Long Term B2C Client Taps into Steady Flow of Appointments [About the client]

ABOUT
The Client installs and replaces windows and doors for homes and residential units. With its headquarters located in Edmonton, Alberta, the company primarily targets homeowners throughout Alberta, Saskatchewan, Ontario, and other Canadian provinces.


TARGET DECISION MAKERS
Homeowners


THE CHALLENGE



The Client has been a Callbox customer since 2014. Callbox handles most of the activities in the Client’s outbound prospecting program.

At the time the Client started working with Callbox, the company had a fairly extensive coverage of key areas in their primary markets of Alberta, Saskatchewan, and Ontario.

The early campaigns that Callbox launched for the Client were aimed at expanding the company’s presence in newer locations throughout these provinces. Around two years into the partnership, the Client shifted their marketing focus toward expanding across Canada.

The Client was very particular with the depth of product knowledge that the agents assigned to the project held. The Client had prior experience with a different provider that focused the messaging strategy on the Client as an organization but underemphasized the company’s products and benefits.

In addition, the Client also wanted Callbox’s appointment setting solution to seamlessly integrate with the company’s processes and technology stack. In particular, the client made it clear that the outbound campaigns should sync up with their internal CRM tool.

HIGHLIGHTS
  • Launched an ongoing targeted B2C appointment setting program for a window and door replacement company based in Canada
  • Delivered a consistent flow of qualified appointments each month for over 5 years now
  • Grew the Client’s prospect database with new contacts and updated fields
RESULTS IN ONGOING PROGRAM

Long Term B2C Client Taps into Steady Flow of Appointments [Campaign results]


THE CALLBOX SOLUTION



Callbox planned and carried out phone-based outbound appointment setting campaigns for the Client. The project’s main objective is to hand off qualified prospects with a very high degree of interest in the Client’s window and door installation services.

The campaign activities broadly fall into two main categories: prospect research and phone outreach.

Prospect Research and Profiling

1. The company sells to homeowners within a specified income bracket and age group. This was initially limited to the company’s primary markets of Alberta, Saskatchewan, and Ontario but was later expanded into other Canadian provinces.

2. The Client provided its own prospect list, which the Callbox team supplemented with additional records and updated fields.

3. Most of the new contacts that Callbox provided have been acquired through research. These new records were reviewed and approved by the Client before being used.

Phone Outreach

1. The campaign team’s calling agents contacted prospects and determine their interest in the Client’s services with a series of probing questions. Contacts who were planning to replace their window or door, plus agreed to meet with a rep for a free estimate, were tagged as success calls.

2. To ensure that calling agents had adequate product knowledge, product training and call simulations were done prior to the project. The Client also regularly reviewed call scripts and recordings to see if their product-level value proposition was maintained in the calls.

3. Callbox tailored each outbound campaign to meet the Client’s changing requirements, scaling up the manpower and resources allocated to the project as needed. When the target locations grew to include other provinces in Canada, Callbox assigned an additional calling agent and another data specialist to the campaign team.


RESULTS



The campaign team has been able to maintain a positive response rate of at least 34% and a monthly list growth rate of 3%.

The appointment setting program is still ongoing and has now completed more than five years of targeted outbound B2C campaign activities for the Client.

On average, Callbox hands off 318 qualified appointments to the Client’s reps each month. The campaign team has also been able to maintain a positive response rate of at least 34% and a monthly list growth rate of 3%.

The Client is very satisfied with the results of the program so far and continues to partner with Callbox.


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B2B Logistics Brand Seals $6M in New Deals from Callbox Campaign

B2B Logistics Brand Seals $6M in New Deals from Callbox Campaign

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The Client

The Client provides specialized logistics solutions to manufacturing, technology, wholesale, retail, and home delivery companies throughout the United States. Its primary lines of service include managed freight, logistics, shipping, and storage. The company currently has more than 200 employees and annual revenues of over $30 million.

The Challenge

With over 40 years in the business, the Client has already established a reputation as a leading logistics provider in most of the segments it operates in.

The company has recently been ramping up its presence in the “last mile” delivery market. This was marked by a series of specialized logistics services rolled out during the last three years, which were aimed at helping traditional retailers and ecommerce companies streamline their home delivery operations.

To support its push into the U.S. home delivery space, the Client had put together a “full spectrum” marketing plan. The primary strategy combined a number of digital and outbound channels deployed throughout their conversion funnel.

During planning, the Client had also decided to divide the marketing activities between its internal team and an outside marketing agency. A third-party vendor would handle most of the early-stage prospecting and lead generation activities, while the company’s in-house agents took care of activities further down the funnel.

Specifically, the Client wanted the outside marketing firm to carry out the following roles:

  • Look for retail businesses with a strong fit
  • Contact key persons in charge of logistics and home delivery operations
  • Screen them further with additional qualifying requirements
  • Schedule qualified contacts for an introductory meeting

The Callbox Solution

After reviewing a handful of potential providers, the Client chose to partner with Callbox. The Client pointed out Callbox’s track record of successfully carrying out marketing campaigns for other B2B logistics companies as one of the main factors behind their decision.

Taking the Client’s requirements into careful consideration, Callbox then hammered out a plan for a three-month appointment setting campaign which the Client reviewed and approved.

Finding best-fit companies and key decision makers

  1. The Client specified retail and ecommerce businesses that sell furniture, electronics, and appliances all over the United States as the main companies to target.
  2. Decision makers in charge of logistics operations, home delivery operations, and order fulfillment were identified as the ideal prospects to contact.
  3. Callbox obtained contact and other key information from its in-house database and through additional research.

Reaching out and engaging prospects

  1. The Callbox team engaged the target decision makers through a combination of email, phone, social media, and web touch points.
  2. Targeted emails and one-on-one phone conversations provided direct outreach capabilities.
  3. Social media (primarily through LinkedIn) and online marketing (mainly Google AdWords) enabled more opportunities to connect with prospects.

Nurturing and converting opportunities

  1. Each touch point with a prospect was scheduled and triggered based on a defined lead nurturing cadence.
  2. Prospects who agreed to a phone or face-to-face meeting with the Client’s sales reps were tagged as qualified appointments (sales-qualified leads, SQLs).
  3. Callbox Pipeline CRM served as the campaign hub where the Client and campaign team managed and executed the project.

Results

The three-month campaign’s results exceeded most of the engagement and conversion KPIs set during the planning phase. Results on a per-channel basis include:

  1. Phone: 17% decision maker reach
  2. Email: 15% open rate, 11% reply rate
  3. LinkedIn: 44% connection acceptance rate, 34% InMail reply rate
  4. AdWords: 4% click-through rate, 7.3% conversion rate

In terms of overall prospecting results, the campaign delivered a total of 83 qualified appointments (sales-qualified leads or SQLs) and 48 completed leads (marketing-qualified leads or MQLs).

The Client was able to close 3 new customers worth $6 million from the generated SQLs while the campaign was still ongoing. The company expects to win more deals from the qualified appointments handed over by Callbox within the next couple of months.

The Client was very satisfied with the results of the three-month campaign that they decided to partner with Callbox for their upcoming campaigns. In fact, at time of writing, the Client is in the middle of a new Callbox appointment setting project for one of their other logistics solutions.

Niche Consulting Firm Gains Solid Foothold in High-Growth SG Market

Niche Consulting Firm Gains Solid Foothold in High-Growth SG Market

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The Client

The Client is a multinational consulting company that offers intangible asset management and valuation services. The scope of their practice covers patents, copyrights, trademarks, and other forms of intellectual property. The company works with manufacturing and technology companies in Australia, New Zealand, the United Kingdom, and United States.

The Challenge

Intangible assets (such as patents, software, content, brand name, and digital property) account for a greater portion of the value of a business today. In Singapore, intangible assets now make up at least a third of local companies’ value, up from 20% in 2010.

The Client is looking to strengthen its presence in the Singapore market, where the rapid expansion in businesses’ intellectual property (IP) portfolios has created strong demand for many of the Client’s services.

Much of this growth has been driven by increased R&D activity in Singapore’s manufacturing, engineering, and technology sectors—which are also the Client’s main target industries.

To support their planned Singapore expansion, the Client has implemented a comprehensive marketing strategy that involves direct outreach with key decision makers from companies that strongly fit their customer profile.

Right from the outset, the Client had decided to outsource this component of their marketing plan, laying down clear requirements for what they wanted their service provider to meet:

  • Extensive marketing experience in Singapore’s manufacturing, technology, and IT sectors
  • Ability to provide highly-targeted access to relevant companies and contacts
  • Proven track record of success in terms of sales impact

The Callbox Solution

The Client selected Callbox as their outsourced partner after extensive discussions with different marketing agencies. According to the Client, Callbox was able to show how they leverage their years of experience marketing in Singapore’s manufacturing and tech industries, including a couple of successful campaigns that resulted in new customers for other consulting firms.

Based on the Client’s objectives and requirements, Callbox determined that the best approach would be an integrated appointment setting campaign. The Client agreed to a three-month pilot program, which was then renewed for another three-month term after initial results met the Client’s expectations.

Profiling Target Customers and Contacts

  1. The Client’s target companies included medium-sized manufacturing, technology, and IT companies in Singapore with 50 to 499 employees and annual revenue of $5 million to $50 million.
  2. The key contacts were made up of CEOs, CFOs, CTOs, finance managers, IT directors, and decision makers in charge of R&D.
  3. Most of the contact records were obtained from Callbox’s internal leads database, while other records were acquired via research.

Multi-Touch Lead Nurturing and Conversion

  1. The touch points were scheduled and performed based on a nurturing cadence that matched the campaign requirements, which started with an intro email and continued with a sequence of phone and email follow-ups alongside LinkedIn activities.
  2. The cadence’s primary goal was to qualify interested prospects as well as book phone and in-person meetings.
  3. The nurturing cadence was automated and managed using Callbox’s Pipeline CRM tool.

Results

The pilot campaign’s results exceeded the Client’s main requirement of generating at least 10 qualified appointments per month. In total, the pilot campaign delivered 43 qualified appointments (sales-qualified leads or SQLs) and 78 marketing-qualified leads (MQLs).

After the first three-month campaign, the Client renewed the contract for another three-month appointment setting program. At time of writing, the new campaign was wrapping up its third month and has produced a total of 37 qualified appointments and 67 MQLs.

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

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

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The Client

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

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

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

The Challenge

Since 2014, one of Singapore’s major professional and industry events organizer has been working with Callbox to help promote several of their B2B events in Asia.

When the Singaporean event company was acquired by the Client in 2016, Callbox remained the organization’s official marketing partner tasked with handling their portfolio of high-profile tradeshows and conferences, including:

  • EVENT A – An annual event billed as Asia’s largest conference for professionals and businesses in the global telecommunications industry that typically draws more than 40,000 attendees
  • EVENT B – A biennial trade event for the food and hospitality industry that features exhibitors from 70 countries and attracts more than 47,000 visitors
  • EVENT C – An annual international event that highlights trends in the professional audio, film, digital media, and broadcasting industries
  • EVENT D – A leading trade event and conference held every two years that showcases Asia’s oil and gas industry, attended by more than 18,000 visitors
  • EVENT E – A biennial industry event for Asia’s machine tools, precision engineering, and metalworking sectors that generates more than 12,00 attendees in event turnout
  • EVENT F – A paid, annual event that focuses on IT security and cyber threats, widely considered as the top InfoSec industry conference in Asia

While each event has its own unique requirements, the key challenge is to connect with the right number and the right kind of attendees to impact event turnout. Also, with so many live projects lined up in its calendar, the CLIENT faces very tight time tables to prepare and generate enough buzz for each event.

The Callbox Solution

Throughout its four-year partnership with the CLIENT and its Singapore subsidiary, Callbox planned and launched an end-to-end event marketing campaign for each of the live event mentioned earlier. With the exception of the infosec-focused conference, Callbox has ran multiple campaigns for each of these events.

Each campaign centered around using targeted outreach through a mix of different marketing channels (phone, email, and social media) to engage attendees and prospects at key points in the event process.

A. Setting up the campaigns

Before each campaign began, Callbox and point persons from the CLIENT worked out a campaign plan and completed the needed preparations.

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

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

B. Profiling and screening potential attendees

One month prior to each event, the team started the pre-event outreach activities. Aside from sending out invites, completing registrations, and confirming attendees, the Callbox team also scrubbed and cross-checked the target attendee list.

Since database profiling played a crucial role in each campaign’s success, Callbox devoted a great deal of time and resources to thoroughly validate and enrich each database record through desktop research combined with email and phone verification.

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

C. Following up and converting prospects

The post-show re-engagement phase of each campaign was launched two days after the event. This step began with a personalized thank-you email and continued with a series of follow-up phone calls.

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

Results

In all, the campaigns generated the following results in terms of registered attendees and other KPIs:

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

To date, the CLIENT continues to partner with Callbox for targeted promotion of its in-person events. Callbox will be handling pre-event and post-event outreach for all upcoming conferences and exhibits hosted by the CLIENT in Asia.

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

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

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The Client

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

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

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

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

The Callbox Solution

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

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

Appointment Setting

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

Email Marketing

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

Results

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

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

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

SG-based 3PL Company Doubles Sales Appointments, Gears Up For Expansion [CASE STUDY]

SG-based 3PL Company Doubles Sales Appointments, Gears Up For Expansion

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The Client

The Client is a Singapore-based third-party logistics (3PL) provider that offers warehousing, distribution, transportation, and freight management services primarily to freight forwarders and shippers. The company also provides value-added services including crating, labeling, sorting, sub-assembly, and fumigation.

The Challenge

Third-party logistics (3PL) is the process of outsourcing part or all of a business’s supply chain and logistics operations to another company. As supply chains become more complex, many shippers now find it more cost-effective to work with 3PL service providers that take care of transport, warehousing, customs brokerage, and freight forwarding—instead of doing these activities in-house.

In Singapore, the 3PL market makes up over $3 billion (or 12%) of the country’s logistics industry, with the majority of providers competing in saturated segments such as automotive, retail, and electronics. For its part, the Client chiefly targets international freight forwarders and shippers from a wide range of industries.

As part of its effort to improve the company’s market position, the Client looked into expanding the outbound component of its customer acquisition program. The bulk of its lead generation initiatives were mostly tied up in inbound tactics, but the Client wanted a more proactive approach and a bigger role for outbound in its marketing mix.

The Client teamed up with Callbox to deploy an outbound prospecting program that would complement the company’s current marketing efforts. Under its existing strategy, the Client averaged 8 to 10 appointments each month, and the company wanted Callbox’s help to develop a new lead source and increase the flow of qualified prospects into their pipeline.

The Callbox Solution

Callbox and the Client worked out a plan for a three-month appointment setting campaign. The strategy implemented an outreach cadence that combined targeted email touches and live phone conversations with the main goal of identifying and scheduling qualified prospects for an introductory meeting with the company’s reps.

Appointment Setting

  1. Callbox helped the Client refine its target customer profile and ideal decision makers so that the Callbox team could compile a complete and accurate campaign contact list.
  2. Calling agents received basic product training on the Client’s specialized logistics solutions, since the Client wanted the team to gain some level of technical familiarity with its offerings.
  3. Callbox and the Client put together the call script which was tailored to identify fit and to generate in-person/phone meetings with qualified prospects.

Email Marketing

  1. The campaign relied on targeted emails to initiate contact and to nurture prospects throughout the outreach cycle.
  2. Emails helped the campaign team prioritize which prospects to engage and to maximize conversions through timely responses.
  3. Callbox crafted and tested the templates, landing pages, and other campaign materials used in email marketing. The team maintained delivery, open, click-through, and bounce rates within the set benchmarks.

Results

The three-month campaign met all the Client’s expectations, particularly in terms of the number of qualified appointments delivered and net new prospects added into the Client’s pipeline:

  • 45 qualified appointments
  • 193 marketing-qualified leads (MQLs)
  • 24 sales-qualified leads (SQLs)

The first few touches in the campaign were spent warming up the target prospects and learning about their current logistics processes. Accordingly, it was only near the end of the first month when the campaign started converting prospects into leads and appointments.

The 45 total appointments generated in the three-month outbound campaign meant that the Client’s reps were now handling 2.5 times more sales meetings. The Client was very pleased with the results that they renewed for another campaign, targeting freight forwarders and shippers outside of Singapore.

At time of writing, the new campaign is in its 6th month, and the Client has added Callbox as a long-term marketing partner for its outbound prospecting initiatives.

LED Lighting Firm Renews Callbox Campaign Wins Sales Deal in 2 Months [CASE STUDY]

LED Lighting Firm Renews Callbox Campaign, Wins Sales Deal in 2 Months

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CASE STUDY



LED Lighting Firm Renews Callbox Campaign, Wins Sales Deal in 2 Months


THE CLIENT



ABOUT
The Client is the LED Lighting division of a Kentucky-based vendor-sourcing company. As one of the largest fully-integrated LED companies in the U.S., the Client develops and executes end-to-end LED lighting solutions for businesses, deploying complete teams of lighting architects, engineers, project managers, and electricians.


THE CHALLENGE



The Client’s main line of service helps companies successfully implement and maintain LED lighting projects. Its key differentiator is that it provides fully-integrated, end-to-end LED lighting project management packages that come bundled with the needed expertise and support. The Client also offers 5-year unlimited warranties to its customers, which further sets it apart from other players in the industry.

Because the Client typically sees conversion cycles thatspan several months, the company devotes much ofthe funnel to nurturing leads and opportunities. That’s why the Client traditionally outsources top-of-funnel prospecting activities to third-party agencies.

In fact, the Client’s parent company has already worked with Callbox in a previous prospecting campaign that focused on its telecom vendor sourcing division. This time, the Client wants to partner with Callbox in order to:

1. Generate qualified leads and appointments that fit the Client’s LED lighting options
2. Collect marketing and sales intelligence useful in the nurturing process

HIGHLIGHTS
RESULTS WITHIN TWELVE WEEKS

• Launched a highly successful U.S.-wide appointment setting campaign for an integrated LED lighting company
• Resulted in 1 closed deal while the campaign was still ongoing
• Exceeded Client’s targets at every stage


THE CALLBOX SOLUTION



As a previous Callbox customer, the Client already understands the value that Callbox’s multi-touch, multi-channel appointment setting solution delivers. In choosing Callbox for the second time, the Client expects the same level of commitment and service that brought success to the past campaign.

The Client signed up for a 3-month standard appointment setting campaign that also covered database profiling, email marketing, and social media marketing.

1. The Client provided a list of contacts for Callbox to profile.

2. The Callbox team relied on both primary and desk research to profile the contact list.

3. The Callbox team leveraged online and phone-based techniques to validate and update each record.

1. Callbox prepared the call scripts based on the materials the Client sent over. The Client then reviewed and approved the versions specific to each target industry.

2. Prospects with current or upcoming LED lighting projects who agreed to meet with the Client for an initial assessment were tagged as qualified appointments.

3. Prospects interested in LED lighting but hadn’t yet agreed to meet with the Client were handed off as completed leads.

1. The campaign also used LinkedIn to build relationships and gather additional information.

2. Positive call and email contacts were added as LinkedIn connections.

3. The team assigned social media responsibilities to LinkedIn specialists.

1. The campaign used two types of email outreach: email blasts (for warming up prospects) and targeted send-outs (for distributing additional materials).

2. The call campaign prioritized contacts who opened or replied to emails.

3. The Callbox team created and tested the landing pages, banner ads, and email templates used in the campaign.


RESULTS



At time of preparing this case study, the 3-month campaign was wrapping up its final week. The campaign initially started with only one seat. But, by the end of the third week, the Client wanted to ramp up calling activities to 2 seats due to the inflow of promising prospects.

With Callbox appointment setting campaigns, it’s typical for appointments and leads to start trickling in after a few weeks or a full month of activities. That’s because the first two weeks or so are spent warming prospects up and optimizing the various parts of the campaign. This is shown in the below breakdown:

• 1st 3 weeks: 10 qualified appointments and 9 completed leads
• 4th week up to today: 33 qualified appointments and 40 completed leads

During the campaign’s second month, the Client was able to close one of the appointments handed off earlier in the project.

The Client expects to convert around half of the remaining 42 appointments (or 21 appointments) to customers within the first half of 2018. The Client is very pleased with the results so far that the Client has already paid for another 3-month campaign scheduled for next quarter


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Callbox Gives HR Consulting Client Base a Boost [CASE STUDY]

Callbox Gives HR Consulting Client Base a Boost

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The Client

The Client is a Singapore-based consulting company that provides intercultural management courses to organizations worldwide. The Client helps customers develop cross-cultural skills through customized training, coaching, workshops, and conferences.

The Challenge

Started in 2014 as a joint venture between a pioneering European cross-cultural training company and a top Southeast Asian HR solutions provider, the Client has built and grown a customer portfolio of over 150 multinational companies in various industries across Asia. The customer enjoys a clear lead in the region’s market for intercultural management training services.

But with a spate of new entrants seen to come into the growing market in the next 3 to 5 years, the Client has recently followed a more active strategic direction to protect and enlarge its market share. An important component of the new growth strategy emphasizes direct and targeted outreach to prospects in industries with high potential.

Having little outbound experience of their own, the Client needed some outside expertise to achieve many aspects of its goals. In particular, the company faced three key marketing challenges that made working with a third-party provider a more viable option:

1. Identifying the right prospects to contact in the Client’s target industries and companies

2. Qualifying and booking sales meetings with prospects that fit the target buyer profile

3. Gathering additional marketing intelligence to be used further along the sales cycle

The Callbox Solution

The Client partnered with Callbox after a stringent RFP process, pointing to the latter’s substantial roster of satisfied customers in Singapore as a key differentiator. The Callbox team then worked alongside representatives from the Client to plan out the objectives, activities, and timelines for an integrated appointment setting campaign.

The overall strategy centered on engaging prospects through targeted calls complemented by timely email touch points. The Client wanted the campaign
to focus only on companies operating in Singapore and excluded firms providing consulting and training services.

Some campaign activities that contributed to its success were:

1. Callbox performed a thorough data profiling program prior to starting the campaign. The team compiled a database of the key contacts from companies in the included industries. The Client then reviewed and approved the profiled list.

2. Agents contacted every prospect on the approved list. Probing questions identified fit and interest with the Client’s intercultural management training courses. Prospects who agreed to a face-to-face meeting with a consultant from the Client were tagged as qualified appointments.

3. The team used emails extensively for introduction, follow-up, and targeted send-outs throughout the campaign.

Results

The campaign ran for a total of 104 days. As is typical with Callbox’s multi-channel appointment setting programs, the first couple of weeks were spent initiating contact and nurturing prospects. The number of sales appointments only began picking up near the end of the first month.

The 3-month campaign produced a total of 51 qualified appointments in the following order:

Month 1: 14 qualified appointments
Month 2: 15 qualified appointments
Month 3: 22 qualified appointments

Based on past performance, the Client expects to send proposals to around 80% of qualified face-to-face sales meetings and close anywhere between 15% to 30% of opportunities. That means the campaign can potentially add as much as 12 more deals into their customer portfolio within the next sales cycle, an increase of 8% in its current customer base.

Callbox Confirmed 600 Attendees for Events Leader [CASE STUDY]

Callbox Confirmed 600 Attendees for Events Leader

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The Client

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 Challenge

The Client is a decade old events services leader in Singapore that caters to varied corporate industries by providing the target attendees for trade fairs, forums and brand launches. The successes they earned for being a strong leader in the industry were drawn out of their stringent task implementation, tip-top customer service and dedication. So when the time came that they needed manpower for an event and decided to look for a partner to finish the job, they chose no one else but the equally competitive global lead generation company, Callbox.

The Callbox Solution

Customer Profiling

1. The database records needed to be validated so a customer profiling campaign was implemented.

2. Company and business names, addresses, phone numbers, email addresses, social media accounts and all other contact details were updated to ensure list accuracy.

3. To further validate the contact information, the Callbox team sent initial copies of the Client’s reminder featuring the upcoming and past events with links to their website and query boxes.

4. Active responses like opened emails, website visits, clicked links, and queries were tracked via the Pipeline Lead Nurture Tool and saved for follow-up.

5. Invalid emails (bounces) and contact details were updated upon speaking with the decision maker.

Appointment Setting

1. Through Callbox’s SMART Calling process, active contacts that were filtered from the Customer Profiling campaign were called to remind prospects of the event and to confirm their attendance.

2. For prospects who were still on the fence with their decisions, drip email reminders were sent to them via the Pipeline Lead Nurture Tool.

3. Prospects who confirmed attendance were sent calendar invites.

4. A day before the event, a final confirmation call to all each one who confirmed was made to keep an accurate number of expected attendees for the event.

Top ISO Certification Firm Boosts Sales Pipeline with Callbox [CASE STUDY]

Top ISO Certification Firm Boosts Sales Pipeline with Callbox

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CASE STUDY



Top ISO Certification Firm Boosts Sales Pipeline with Callbox


THE CLIENT



ABOUT
The Client provides a full suite of independent assessment services that cover certification, validation, verification and training. It helps its customers align management systems and business processes for compliance with international and industry-specific standards and schemes. The Client presently offers its assessment services in over 120 countries, with recognition from more than 50 accreditation bodies.



TARGET INDUSTRIES
Agriculture, Chemicals, Construction, Engineering, Financial Services, Food, Furniture, Logistics, Manufacturing, Mining, Oil & Gas, Public Administration/Government, Publishing & Printing, Retail/Wholesale Trade, Services, Transportation, Utilities


THE CHALLENGE



The Client is looking to capture a huge portion of the growing demand for ISO certification among companies operating in Southeast Asia. In particular, the Client identifies a strong potential for its certification and training programs geared toward small to medium-sized enterprises across various industries in the Indonesian and Malaysian markets.

With a broad ISO certification portfolio and a worldwide roster of customers under its fold, the Client has significant strategic advantage over its competitors in the region. The Client has extensive experience assessing quality management systems that include a wide range of compliance coverage, such as ISO 9001, ISO 14001, ISO 27001, and other related standards for commercial and industrial organizations.

To help reach its revenue expansion goals, the Client developed a marketing strategy that involved direct outreach to relevant prospects from companies in its target verticals. The client also determined that it needed the help of a third-party marketing agency to carry out this segment of the plan. Accordingly, the Client decided to partner with Callbox mainly because of the latter’s track record at managing B2B marketing campaigns that target organizations based in Indonesia and Malaysia.

HIGHLIGHTS
RESULTS WITHIN TWELVE WEEKS

• Launched a 3-month multi-channel appointment setting campaign for a leading QA
certification firm

• Reached campaign objectives well before the project’s conclusion

• Exceeded response benchmarks for both email and phone channels


THE CALLBOX SOLUTION



Callbox’s multi-channel appointment setting package was deemed to be the best approach for helping the Client achieve its current marketing goals.

The campaign was made up of two integrated components: (1) phone-based appointment setting and (2) email marketing, and was put together with the following objectives in mind:

• To prequalify and generate face-to-face/phone appointments for the Client
• To drive awareness for the Client’s core standards including ISO 9001:2015, ISO 14001:2015, and OhSaS 18001: 2007

The campaign’s target prospects consist of persons involved in handling or overseeing QA processes at organizations with 50 to 2,000 employees that belong to a given set of industries and locations specified by the Client.


THE CALLBOX SOLUTION



Appointment-Setting

1. The Callbox team prepared the campaign prospect list, call script, and email templates based on the Client’s specifications. These were submitted for the Client’s review and approval prior to the start of the campaign.

2. Agents contacted and qualified the target prospects using the list of probing questions outlined by the Client. Prospects who demonstrated a clear need for or interest in ISO certification and agreed to meet with one of the Client’s reps were tagged as qualified appointments.

3. The Callbox team forwarded all leads to the Client via email notifications and Pipeline update.

Email-Marketing

1. Emails were used in the campaign as an added layer of touch points for engaging prospects.

2. Emails were primarily sent to warm up cold prospects as well as to follow up on phone calls and prospect requests.

3. The Callbox team monitored and handled email replies and follow-ups, making use of the Pipeline Lead Nurture tool for timely email send-outs and response.


THE CALLBOX SOLUTION



The entire campaign ran for a total of three months (66 days). The campaign’s first couple of weeks was mostly spent gaining initial traction through emails. As such, the results during this stage of the project prominently focused on email marketing. Here are some key highlights of the campaign’s email marketing activities:

• Delivery rates of up to 98.6%
• Open rates of up to 8.54%
• reply rates of up to 3.81%

Once the results from the initial email outreach started trickling in at the close of the first month, there was a noticeable pick-up in the number of qualified appointments generated. In fact, the majority of appointments produced during the campaign were recorded after the first four weeks. Here is a monthly breakdown of the number of appointments set throughout the campaign:

• 1st month: 17 qualified appointments
• 2nd month: 31 qualified appointments
• 3rd month: 23 qualified appointments

Using a benchmark lead-to-opportunity rate of 30% and a close rate of 40%, the 71 appointments delivered during the 3-month campaign can potentially turn into 9 new customers for the Client within the next 6 to 12months.


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