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Callbox Helped Decode Issues And Brought Significant Sales Uptick For 5-Star Cybersecurity Software Provider

CASE STUDY

Callbox Helped Decode Issues And Brought Significant Sales Uptick For 5-Star Cybersecurity Software Provider


THE CLIENT


Client Information

ABOUT

The Client is one of the trusted names in cybersecurity in the IT industry that offers endpoint security solutions. They are composed of teams of bold malware hunters, software engineers, and security industry veterans, and their innovative technology has been awarded six patents since inception.

TARGET AREAS

Singapore, Hong Kong, Malaysia

TARGET INDUSTRIES

Wholesale Trade, Retail Trade, Finance/Insurance/Real Estate, Services, Public Administration, Transportation and Public Utilities, Manufacturing, Construction, Mining and Agriculture/Forestry/Fishing, Healthcare (Sg), Multinationals

TARGET PROSPECTS

IT Director, CTO, CIO, Desktop Manager, IT Security Manager, Security Architect, CISO, Desktop Administrator


THE CHALLENGE


Apart from expanding their market reach to neighboring nations, Malaysia and Hong Kong, the Client also needed to address some vague issues about their product.

The Client needed to educate their target customers further than their anti-malware tool does more than just removing known viruses, but can isolate and remove trojans, block or flag malware and detect threatening files and behaviours that are common in viruses.

Although news and updates about their products were regularly published via newsletters, and webinars and in-person events were held, the cybersecurity expert decided to look for a partner who can provide proven process and tools that could speed up information dissemination to target customers, as well as generate leads and appointments to grow their sales pipeline.


HIGHLIGHTS

  • Successfully completed a 6-month Lead Generation and Appointment Setting campaign for an IT anti-malware company
  • Fairly worked out outbound campaign activities that opened opportunities for the Client to engage new sets of target buyers
  • Achieved key objectives in terms of best-fit accounts and highly-qualified prospects delivered

CAMPAIGN RESULTS

Appointment Setting Campaign Results


THE CALLBOX SOLUTION


Callbox tailored a multi-touch, multi-channel account-based marketing campaign for the Client. It’s a marketing ensemble of voice, email, and LinkedIn which delivered what the Client needed. They approved the proposal and signed for a two-term appointment setting and lead generation program.

The Callbox team was to generate leads based on the Client’s target specifications and set either zoom or face to face meetings with qualified decision makers who articulated their issues and interested to speak with the Client. The campaign involved three key steps:

Account Research and Selection

  1. The Client specified their target industries and decision makers.
  2. Callbox refined the Client’s ideal customer profile (ICP) which served as a basis for identifying qualified accounts.
  3. Callbox then came up with a list of potential contacts to target, which was reviewed and approved by the Client.

Account and Prospect Profiling

  1. The Client provided buyer persona profiles of the prospects that they want the outbound campaign to engage. The profiles consisted of detailed demographic and firmographic segmentations.
  2. Buyer personas were identified as the campaign’s primary targets: IT Director, CTO, CIO, Desktop Manager, IT Security Manager, Security Architect, CISO, Desktop Administrator
  3. The master contact list was segmented based on these personas, and was further grouped according to industry type.


RESULTS


Overall, the six-month Lead Generation and Appointment Setting campaign produced a total of 86 appointments, 36 marketing qualified leads, 84 requested for more information, 98 for follow-ups, 94 for callbacks, and 542 LinkedIn connections.



Callbox’s Call-To-Invite Campaign Delivered ICT Leader From Buyout Concussions (Featured Image)

Callbox’s Call-To-Invite Campaign Delivered ICT Leader From Buyout Concussions

CASE STUDY



Callbox’s Call-To-Invite Campaign Delivered ICT Leader From Buyout Concussions


THE CLIENT



Client information

ABOUT
The Client is a global computer technology pioneer that develops, sells, repairs, and supports computers and related products and services. They empower countries, communities, customers and people everywhere to use technology solutions that help them do and achieve more.



TARGET AREAS
Singapore, Thailand, Malaysia

TARGET INDUSTRIES
All Industries

TARGET PROSPECTS
IIT Manager, Network Security Manager, Networking Manager


THE CHALLENGE



The Client made history and proved its might in the technology sector when it completed a merger valued at approximately $60 billion with one of the biggest data storage companies, in 2015.

Although It was known to be the biggest tech deal ever, several roadblocks halted the deal’s success which affected the business in many different ways. One of those is product redundancy.

The Client’s newly acquired partner hosts several subsidiaries that were meant to augment technology bases and slope up the business but turned out to create a complex battleground, resulting in customer anxiety instead.

In the hope of driving awareness on customers about its new line of combined products and services, the Client decided to host a series of events.

HIGHLIGHTS
  • Successfully completed a 3-month region-wide Call-to Invite campaign for a multinational ICT company
  • Worked out seamless outbound campaign activities that set the stage for the Client to deliver its message to its target audience
  • Achieved key objectives in terms of best-fit accounts and highly-interested participants delivered
CAMPAIGN RESULTS

Call-to-Invite Campaign results


THE CALLBOX SOLUTION



Callbox and the Client methodized a three-month Call-to-Invite campaign.

The goal was for the Callbox team to invite target participants and register to the series of events that the Client will be hosting in different countries and schedules.

The discussions focused on automation and data security.

Account Research and Selection

  1. Callbox helped analyze and refine the Client’s ideal customer profile (ICP) that served as basis for identifying which companies to include as target accounts.
  2. Callbox improved the Client’s ideal customer profile (ICP) which served as a basis for identifying which contacts qualify best as target participants.
  3. Callbox then compiled a list of potential contacts to target, which was reviewed and approved 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 mid-level network managers.
  3. The master contact list was segmented based on these two personas and further grouped according to industry and business size.

RESULTS



The three-month Call-to-Invite campaign concluded the key objective set for the project: to drive awareness on target customers about the new line of merged products and services as one brand.

The Call-to-Invite campaign delivered the following results:

First Month, Thailand

  • Total calls made: 2,970
  • No. of RSVPs: 70
  • For follow up: 65
  • Requested more information: 40
  • Total positive contacts: 424

Second Month, Singapore

  • Total calls made: 3,080
  • No. of RSVPs: 80
  • For follow up: 70
  • Requested more information: 53
  • Total positive contacts: 512

Third Month, Malaysia

  • Total calls made: 1,776
  • No. of RSVPs: 30
  • For follow up: 40
  • Requested more information: 25
  • Total positive contacts: 115

Overall, the three-month Call-to-Invite outreach produced a total of 180 leads (confirmed attendees) as against the Client’s target of 100.

The leads delivered were best-qualified targets which turned in 55% conversion for the Client.



Gym-Software-Firm-Gets-Pipeline-in-Shape-After-3-Month-Callbox-Program

Gym Software Firm Gets Pipeline in Shape After 3-Month Callbox Program


CASE STUDY



Gym Software Firm Gets Pipeline in Shape After 3-Month Callbox Program


THE CLIENT



Gym-Software-Firm-Gets-Pipeline-in-Shape-After-3-Month-Callbox-Program-client

ABOUT
The Client develops and provides membership management software designed for fitness clubs and wellness centers. The company targets gym facilities of all sizes, as well as single-location and multi-site fitness chains throughout the United States and Canada.



TARGET INDUSTRIES
Gyms, Fitness Facilities, Health Clubs, Wellness Centers
TARGET PROSPECTS
Fitness Club Owner, Fitness Center Manager, Fitness Director, Gym General Manager, Operations Manager, Assistant Manager


THE CHALLENGE



The Client offers a very competitive fitness club management platform that handles operations, memberships, sales, and back office processes. But the market for this type of software in North America is also highly saturated, with more than 50 major vendors operating in the same segments as the Client.

The company approached Callbox to help execute the outbound portion of their marketing program. They already had a very effective digital marketing process in place, but was dragged down by chronic underperformance in their sales development efforts.

Internally, the Client generated around six sales meetings on average each month. As the number of new customers continued plateauing, the company wanted to at least double the opportunities entering their sales pipeline.

The Client understood that reaching this target would need substantial commitments in manpower and other resources. The new pipeline targets would require them to ramp up their direct outreach volumes and expand their marketing database. That was why they partnered with Callbox.

HIGHLIGHTS
  • Planned and deployed a multi-channel appointment setting program for a software company that targeted gyms and fitness clubs throughout the US and Canada
  • Used targeting and segmentation strategies that improved engagement and overall results
  • Accelerated pipeline growth by up to 3.7 times the baseline rate
RESULTS WITHIN TWELVE WEEKS

Gym-Software-Firm-Gets-Pipeline-in-Shape-After-3-Month-Callbox-Program-results


THE CALLBOX SOLUTION



Callbox and the Client worked out a campaign plan for a three-month appointment setting program. The campaign’s primary objectives were:

  • Research and profile potential customers from the Client’s target segments
  • Introduce the Client’s offer to the right decision makers in the company
  • Qualify prospects based on fit and interest
  • Schedule qualified prospects for a discovery call with the Client’s reps

To achieve the campaign objectives, Callbox carried out the following activities.

Building and Refining the Target List

To guarantee the quality of data to be used in the campaign, the list underwent thorough customer profiling, which involved manually validating and verifying each database record and field.

1. The campaign targeted gyms and fitness clubs throughout the US and Canada, reaching out to persons in charge of gym operations, memberships, facilities, and administration.

2. The Client provided records from their in-house prospect list, which the Callbox team expanded and enriched with additional contacts.

3. The target list was further divided into six segments which represented five major wellness chains and one category for the other fitness centers.

Combining Phone and Email Outreach

1. The campaign used a combination of phone and email touch points to engage the target prospects.

2. Emails worked well at initiating contact, sending out sales collaterals, and following up with prospects throughout the outreach cadence.

3. Phone calls enabled direct, one-on-one conversations with the target decision makers, giving the Callbox team the right channel to nurture, qualify, and convert contacts.

Nurturing, Qualifying, and Converting Leads

1. The team carried out the outreach cadence with the help of Callbox’s suite of CRM and marketing automation tools found in Pipeline CRM.

2. Pipeline CRM also enabled real-time tracking and campaign management for both the Callbox team and the Client.

3. All campaign materials including call scripts, email templates, and landing pages were created by Callbox and approved by the Client.


RESULTS



The campaign was able to generate 3.7 times more appointments than their internal sales development efforts

Overall, the three-month campaign helped the Client meet their pipeline growth targets. In addition, each key campaign area (database profiling, email outreach, and phone-based conversations) exceeded the campaign requirements.

Email activities produced delivery rates of 98%, open rates of 33%, click-through rates of 11%, and reply rates of 7%.

The campaign handed over a total of 66 qualified appointments (sales-qualified leads), or an average of 22 qualified appointments each month. This number means that the campaign was able to generate 3.7 times more appointments than their internal sales development efforts.




CS_AD_Targeted-Lead-Generation-Speeds-Up-SG-Digital-Marketing-Firms-Expansion

Targeted Lead Generation Speeds Up SG Digital Marketing Firm’s Expansion


CASE STUDY



Targeted Lead Generation Speeds Up SG Digital Marketing Firm’s Expansion


THE CLIENT



About the client

ABOUT
The Client is a digital marketing agency based in Singapore that specializes in social media marketing, email marketing, affiliate marketing, and PPC advertising. The company targets SMBs in the APAC and North American regions.



TARGET INDUSTRIES
Food & Beverage, Retail, Beauty/Cosmetics, Fashion, Travel, Mobile Apps, IoT, Hospitality, Entertainment, Consumer Processed Goods, Consumer Services, Consumer Electronics, Financial Services

TARGET PROSPECTS
Marketing Managers, Marketing executives, marketing directors, marketing assistant, brand manager, brand director, owner, social media manager, social media director, digital marketing manager, digital marketing assistant, digital marketing director, marketing strategist, digital strategist, events director, events marketing manager, events marketing, head of marketing, head of digital marketing, head of branding, co-founder

TARGET AREAS
Hong Kong and Singapore


THE CHALLENGE



As one of a handful of highly-specialized digital marketing companies in Singapore, the Client recently expanded into the influencer marketing space.

In 2017, the company unveiled their full-service influencer marketing package initially to the Hong Kong and Singapore markets. The Client was planning to follow this up with a full rollout in the rest of their APAC and North American segments in the next year.

The company wanted to accelerate the first phase of this expansion, so they decided to support their overall marketing efforts with targeted outbound tactics. The owner and CEO was convinced that outbound could be a “force multiplier” to inbound in terms of “scaling up direct touches.”

But with much of their expertise and manpower committed to the company’s core digital marketing business, the Client sought the help of third-party providers to handle the outbound campaign. The company looked at potential marketing partners that had:

  • Proven ability to reach their target businesses in their initial markets of Singapore and Hong Kong (and later in other APAC and North American locations)
  • Past experience handling campaigns in their priority industries
  • Demonstrated domain knowledge and marketing expertise in the Client’s services
HIGHLIGHTS
  • Completed a targeted appointment setting campaign to boost an SG digital marketing firm’s product rollout
  • Delivered results that significantly impact both funnel and pipeline growth
  • Enabled Client to start next phase of market expansion
RESULTS WITHIN TWELVE WEEKS

Callbox Lead Generation for SG Digital Marketing Firm Results


THE CALLBOX SOLUTION



One of the Client’s longtime digital marketing customers recommended Callbox as a possible outbound provider. After a thorough review of each potential vendor, the Client went with Callbox, mentioning how the latter “scored highly” in all the criteria they laid out.

A three-month appointment setting campaign was then planned and implemented. The campaign’s main goal involved driving awareness and booking sales meetings for their recently-launched influencer marketing platform. Some key campaign activities include:

Building an Accurate, Targeted Marketing Database

  1. For the campaign, the Client wanted to target Singapore and Hong Kong companies from a range of consumer-facing industries, with 10 to 500 employees.
  2. The target contacts consisted of decision makers in charge of marketing, branding, and sales.
  3. The list was compiled using both Callbox’s in-house database and additional desk research.

Identifying Interested Leads and Scheduling Sales Appointments

  1. The campaign team used phone, email, and LinkedIn touches in an integrated outreach cadence.
  2. The messaging strategy was crafted to capture how the Client’s new influencer marketing platform’s key benefits solve the target customers’ pain points.
  3. Probing questions gauged each prospect’s level of fit and interest. Prospects who wanted to know more about the platform were counted as completed leads, while those who agreed to meet with reps from the Client were tagged as qualified appointments.

Managing Prospects and Maximizing Conversions

  1. The Client was provided with access to Pipeline CRM, Callbox’s lead management and marketing automation tool, which helped them oversee the project and monitor progress in real-time.
  2. The Campaign team leveraged various functions and features in Pipeline CRM to nurture prospects and maximize engagement.
  3. Callbox handled all aspects of the campaign—from preparing campaign materials, to continuous testing and improvement.


RESULTS



The three-month campaign ran for a total of 66 days spanning much of Q3 2018 and early October of that year. The results met the Client’s expectations in a number of key performance areas:

  • 48 qualified appointments (which the Client considered near-term sales opportunities)
  • 80 completed leads (which the Client will still transfer to their sales team but require more follow-ups)
  • 116 requests for information (which represented significant marketing funnel growth)

Given these results from the initial campaign, the Client wants callbox to handle its upcoming outbound initiatives for the next stages of its expansion.



SaaS HR Firm Speeds Past Sales Pipeline Growth with Callbox [CASE STUDY]

SaaS HR Firm Speeds Past 2.5x Sales Pipeline Growth with Callbox


CASE STUDY



SaaS HR Firm Speeds Past 2.5x Sales Pipeline Growth with Callbox


THE CLIENT



SaaS HR Firm Speeds Past Sales Pipeline Growth with Callbox [The Client]

ABOUT
The Client is the Singapore office of a cloud-based HR software solutions provider headquartered in Japan. The company’s main offering is its on-demand, subscription-based time attendance software used by more than 9,500 companies and 600,000 users throughout Asia.



TARGET INDUSTRIES
Construction, Manufacturing, Wholesale Trade, Retail Trade, Services, Logistics

TARGET PROSPECTS
HR Manager, IT Manager, Finance Managers, CEO, Owner

TARGET AREAS
Singapore and Malaysia


THE CHALLENGE



Building on the success of its cloud-based time attendance management solution, the Client recently rolled out a more internationalized version of its flagship product. As of February 2018, the current platform served 9,500 companies with over 600,000 users, mostly located in Japan.

To accelerate its customer acquisition initiatives, the Client sought to expand into several key Southeast Asian countries. The Client’s own research indicated a strong potential for tight product-market fit in the region, placing Southeast Asia as the next major growth driver for the company.

By providing an open API that allowed global customers to integrate any payroll system with the Client’s suite of HR software solutions, the company aimed to bring its product portfolio in front of a broader group of potential customers.

But first, the company needed help with a key part of their customer acquisition strategy: direct outreach. The Client relied both on inbound and outbound marketing channels to capture and convert prospects, but they felt their outbound efforts could use a boost.

Before partnering with Callbox, the Client’s marketing team was generating an average of 6 booked appointments for their sales reps per month. The Client decided to outsource their outbound activities instead of hiring full-time staff to handle prospecting, so that the company could assign their internal people into lead nurturing and lead conversion roles.

HIGHLIGHTS
  • Designed and launched a targeted appointment setting campaign for a cloud-based HR software company
  • Helped the Client’s expansion push into Southeast Asian markets
  • Contributed 2.5x faster sales pipeline growth
RESULTS WITHIN 5 MONTHS

SaaS HR Firm Speeds Past Sales Pipeline Growth with Callbox [Campaign Results]


THE CALLBOX SOLUTION



Callbox has a long track record of planning and managing successful targeted marketing campaigns for B2B SaaS companies in Southeast Asia. That was one of the main reasons why the Client chose Callbox from a shortlist of marketing agencies.

A pilot three-month campaign was first carried out to gauge the program’s impact on the Client’s sales pipeline. With the pilot run’s results exceeding all key targets, the Client gave the go-ahead for a one-year appointment setting program, which is wrapping up its fifth month at time of writing.

Callbox created an integrated appointment setting strategy that combined phone, email, and LinkedIn touch points. The program consists of three main campaign activities:

Identifying and profiling potential customers

  1. Callbox and the Client worked out the specifics of the target companies and relevant decision makers based on the Client’s ideal customer profile (ICP).
  2. The Client wanted to target construction, manufacturing, wholesale trade, retail trade, services, and logistics companies in Singapore and Malaysia with at least five employees.
  3. From the specifications, a list of HR, IT, Finance, and other key managers was prepared and submitted to the Client for approval.

Carrying out multi-touch, multi-channel outreach

  1. The Callbox team designed and executed an outreach cadence consisting of targeted emails, one-on-one sales conversations, and LinkedIn marketing.
  2. The touch points were initially set based on the project’s objectives and timeline, and later fine-tuned according to campaign results.
  3. The overall program was carried out by a dedicated team that had in-depth experience in marketing campaigns for SaaS solutions, with each channel handled by specialists.

Qualifying, following up, and verifying prospects

  1. Agents engaged the target decision makers through live conversations designed to gauge fit and interest.
  2. The outreach cadence also included nurture paths for following up prospects and ensuring that all booked meetings took place as scheduled.
  3. The entire project was managed using Callbox’s marketing tech stack which is powered by Pipeline CRM (Callbox’s proprietary CRM tool).

RESULTS



The program has now completed a three-month pilot run and is now finishing up the fifth month of the main (one-year) phase. The results so far have consistently exceeded the Client’s targets, and the sales appointments Callbox generated have significantly expanded the Client’s pipeline.

The initial three-month test campaign yielded a total of 51 qualified appointments, which was 8.5 times more than what the Client could produce. Meanwhile, the main phase of the program has delivered 65 qualified appointments as of press time.

This means that, throughout the engagement so far, Callbox has managed to hand off an average of 15 qualified appointments per month, which is almost 2.5 times what the Client’s in-house team can generate.

Aside from appointments, the two campaign phases also yielded 161 completed leads, which are prospects that match the target customer profile but require further nurturing by the Client’s in-house team.



Branding Consultancy Grows in SE Asia with New Prospects and Event Attendees [CASE STUDY]

Branding Consultancy Grows in SE Asia with New Prospects and Event Attendees


CASE STUDY



Branding Consultancy Grows in SE Asia with New Prospects and Event Attendees


THE CLIENT



Branding-Consultancy-Grows-in-SE-Asia-with-New-Prospects-and-Event-Attendees-THE-CLIENT

HIGHLIGHTS
  • Launched a Southeast Asia-wide campaign that connected with top-level marketing decision makers
  • Handed off 124 warm prospects and 9 qualified appointments
  • Registered 36 event attendees; 4x more than targets

ABOUT
The Client is an NYC-based brand management consulting firm with a global customer base. The company offers brand strategy, research and analytics, brand valuation, corporate identity, brand intelligence, brand engagement, packaging design, and naming services.

The Client was founded in 1974 and now ranks among the biggest branding companies in the world. The company has more than 1,500 employees and a network of 35 offices across 26 countries. Its latest reported annual revenues exceeded $185 million.



TARGET DECISION MAKERS
Directors, Head and Senior Managers of Marketing / Branding / Corporate Communications / Public Relations / Advertising


THE CHALLENGE



In 2013, the Client’s Singapore office signed up for a three-month pilot appointment setting campaign with Callbox. The company wanted to outsource some of their prospecting responsibilities, so that their in-house team could focus on opportunities further downstream.

Right around the same time, the Client was also ramping up its direct marketing activities across Southeast Asia. The company had a number of inbound and outbound marketing initiatives for driving awareness and demand toward its brand management solutions.

One of these was direct outreach activities that targeted various executive and senior-level marketing-related roles at Southeast Asian companies. The main goal of these efforts typically included profiling key accounts and booking introductory meetings for the Client’s consultants.

The Client also hosted live events as part of its customer acquisition strategy. These were usually 1-hour, invitation-only seminars on branding-related topics held at different locations in the region. The target attendees for these in-person events also consisted of senior marketing and sales decision makers.


THE CALLBOX SOLUTION



Callbox worked with the Client to put together a campaign plan that included three months of appointment setting and one month of event marketing (Call-to-Invite) activities, along with thorough customer profiling.

Appointment-Setting

The Callbox team carried out a multi-channel appointment setting program for the Client that used targeted phone conversations combined with email, social media, and online touch points. The goal was to schedule prospects for an initial “brand health checkup” with a strategy director from the company.

The campaign connected with CEOs, CMOs, directors, marketing managers, and other persons in charge of PR and branding at companies in Indonesia, the Philippines, and Thailand.

  1. Callbox assigned a dedicated campaign team of calling agents, email marketing and social media specialists that had relevant experience in the Client’s target segments.
  2. The campaign team prepared all campaign materials, including email copies, call scripts, and prospect list.
  3. The Client’s point persons monitored the campaign through Pipeline, Callbox’s lead management tool.

Call-to-Invite

During the appointment setting effort’s last month, the Callbox team also ran a Call-to-Invite campaign. The goal was to increase attendees to a number of lunch and dinner seminars hosted by the Client in Singapore and Bangkok later that year.

  1. Callbox added more agents to help carry out the Call-to-Invite activities.
  2. The pre-event cadence included email, phone, and social media touch points.
  3. The Callbox team assisted in event registration, confirmed attendees, and reengaged prospects after the seminars.


RESULTS



Callbox registered 36 event attendees—more than four times than the target.

Going into the appointment setting campaign, the Client’s main metrics included number of qualified appointments and number of hand-raisers (warm prospects). As for the Call-to-Invite campaign, the primary KPI was number of registered attendees.

The campaign generated a total of 9 qualified appointments from the target areas of Indonesia, the Philippines, and Thailand. The campaign also produced a total of 124 warm prospects for the Client.

There were a total of 36 registered attendees handed off in the Call-to-Invite campaign. These included 33 registered attendees for the Client’s Thailand seminars (which was more than four times what the company had targeted for Callbox).



Callbox Boosts Event Turnout for Cloud Provider Hands Over 1000 New Prospects [CASE STUDY]

Callbox Boosts Event Turnout for Cloud Provider, Hands Over 1,000+ New Prospects


CASE STUDY



Callbox Boosts Event Turnout for Cloud Provider, Hands Over 1,000+ New Prospects


THE CLIENT



Callbox-Boosts-Event-Turnout-for-Cloud-Provider-Hands-Over-1000-New-Prospects

HIGHLIGHTS
  • Carried out 3 successful event marketing campaigns for the Client
  • Generated 353 total registered event attendees
  • Added 1,050 new prospects to the Client’s pipeline

ABOUT
The Client is a San Francisco, CA-based software company that provides cloud computing solutions to enterprise and business users. The Client primarily offers an on-demand customer relationship management (CRM) platform, where subscribers store customer data, track sales opportunities, and collect customer insights.

The Client also develops other subscription-based solutions for meeting businesses’ needs throughout the customer life cycle, as well as provides a full suite of development integration services.

Founded in 1999, the Client now remains the clear leader in the CRM space with a 20% market share. As of 2017, The Client has around 30,100 employees across its global offices and annual revenues of more than $8.4 billion.


THE CHALLENGE



As a leading brand in the CRM market, the Client regularly organizes and hosts in-person events throughout different parts of the world. These tradeshows and conferences, including its annual flagship event, typically draw huge numbers of attendees and receive extensive media coverage.

For its Asia-Pacific calendar, the company had a series of live events lined up for 2017. These events—which were scheduled for January, April, and July—would showcase the Client’s insights on how top-performing marketers succeed with customer-centric strategies driven by digital tools.

The Client planned to host each of the events in both Singapore and Hong Kong, targeting CMOs, marketing directors, sales directors, marketing managers, and other persons in charge of marketing and sales at organizations based in the two cities. The three events included separate programs for SMB and mid-market/general business (MMGB) audiences.

The company partnered with Callbox after being introduced by one of Callbox’s long-time clients in the software space. The Client intended to add targeted, one-on-one outreach into the event promotion mix, and wanted to see how Callbox’s Call-to-Invite package would be able to help boost registrations for its January event.

The initial campaign’s results met the company’s expectations, and The Client decided to work with Callbox for the April and July live events.


THE CALLBOX SOLUTION



A Call-to-Invite campaign was planned for each of the three events. The three campaigns combined email outreach and live phone conversations to engage attendees and prospects throughout the event cycle.

STEP 1. LAYING DOWN THE GROUNDWORK

Prior to the start of each campaign, callbox closely worked with the Client to thoroughly prepare for the Call-to-Invite activities:

  1. Hand-picked and briefed the campaign team, which included calling agents and email specialists
  2. Created the Client’s account on Pipeline, Callbox’s lead management platform, and integrated The Client’s event partner Revolution 360 into the loop
  3. Developed the campaign collaterals, including email templates and call scripts which were reviewed by the Client
  4. Compiled the target list based on the Client’s ideal attendee profile (table below shows record counts for all three campaigns)

Callbox-Boosts-Event-Turnout-for-Cloud-Provider-Hands-Over-1000-New-Prospects-Count-A

Callbox-Boosts-Event-Turnout-for-Cloud-Provider-Hands-Over-1000-New-Prospects-Count-B

STEP 2. CONTACTING AND INVITING POTENTIAL ATTENDEES

The pre-event outreach cadence started one month prior to each scheduled conference. The Callbox team segmented potential attendees according to location (Singapore or Hong Kong), business size (SMB or MMGB), and target industry.

  1. Launched the pre-event cadence with initial email invites
  2. Followed up the initial emails with phone calls and another batch of targeted email send-outs
  3. Helped contacts complete the registration process
  4. Called up registered attendees two days before the event to confirm attendance

STEP 3. FOLLOWING UP AFTER THE EVENT

To maximize conversions, Callbox executed a post-event follow-up cadence after each conference.

  1. Sent a personalized thank-you email two days after the event
  2. Contacted attendees in order to screen them as qualified opportunities
  3. Reengaged registered attendees who were not able to attend as well as reached out to other contacts in the campaign

RESULTS



Going into each campaign, the Client focused on the number of registered attendees as the primary KPI to gauge the Call-to-Invite campaign’s success. The following table summarizes the number of registered attendees from the three campaigns:

Callbox-Boosts-Event-Turnout-for-Cloud-Provider-Hands-Over-1000-New-Prospects-RESULTS

In addition, the three campaigns also generated 1,050 new prospects for the Client. This consisted of 394 follow-ups and 656 requests for information.

The Client was very pleased with the results of the three Call-to-Invite campaigns. The first campaign exceeded their expectations that they increased the number of calling seats for the March-April and June-July campaigns. The company has also decided to continue partnering with Callbox for its upcoming Asia-Pacific events.



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


CASE STUDY



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


THE CLIENT




HIGHLIGHTS
  • Launched multiple successful campaigns for Asia’s largest B2B events organizer
  • Generated 1,207 registered attendees for one of the Client’s trade shows
  • Handed off a total of 1,249 warm prospects and 2,771 profiled contacts

ABOUT
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:

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.



Callbox Seamlessly Pivots Campaign as HR Software Firm Rebrands (Featured Image)

Callbox Seamlessly Pivots Campaign as HR Software Firm Rebrands


CASE STUDY



Callbox Seamlessly Pivots Campaign as HR Software Firm Rebrands


THE CLIENT



ABOUT
The Client is the Asia-Pacific arm of a UK-based business services and software company that offers cloud-enabled solutions for recruitment and talent acquisition. The company primarily sells to mid and large-sized US and UK businesses across different industries, and is looking to increase its presence in the APAC market after carrying out a recent business pivot.



TARGET INDUSTRIES
Agriculture, Mining, Construction, Manufacturing, Transportation & Public Utilities, Wholesale and Retail Trade, Finance, Insurance, Real Estate Services, Public Administration


THE CHALLENGE



With over 20 years’ experience providing award-winning recruitment software to the likes of Morgan Stanley, NBC Universal, and other high-profile customers, the Client recently underwent a major strategic pivot. The shift in focus sought to realign the Client’s various offerings in its US, UK, and APAC divisions under a single global identity.

As part of its new business direction, the company also unveiled a new suite of enhanced talent acquisition tools. This move aimed to further strengthen the Client’s position as a key technology partner for modern HR and recruitment teams.

To support its recent refocus and product rollout, the Client planned a series of marketing initiatives designed to:

  • Increase awareness of its new value proposition through live events, especially in markets that still offered room for growth
  • Generate opportunities with companies that show a clear need and fit for the Client’s offerings through targeted marketing campaigns

The plan started out with Southeast Asia as its main priority. The company decided to look for a third-party agency that can help it quickly gain a foothold in all three markets

HIGHLIGHTS
RESULTS WITHIN TWELVE WEEKS

• Launched a 2-part, APAC-focused campaign that covered database profiling and appointment setting for a UK-based HR software company
• Kept campaign seamlessly on track as Client’s objectives shifted due to ongoing rebranding efforts
• Accelerated Client’s expansion into Singapore, Hong Kong, and Malaysia with qualified sales appointments, profiled contacts and potential accounts


THE CALLBOX SOLUTION



Callbox partnered with the Client and put together a campaign plan jointly with the company. The plan originally consisted of an event marketing phase and an appointment setting phase. The event marketing part of the campaign was intended to boost signups for the Client’s series of webinars scheduled for the second and third quarters.

But the company’s ongoing business pivot meant the campaign requirements could change at any time. Prior to the start of the event marketing phase, the Client decided to prioritize targeted opportunity generation through direct outreach instead of live events.

As a result, both Callbox and the Client agreed to replace event marketing with a thorough database profiling program for the campaign’s first stage. Without altering the campaign timeline or incurring delays, the Callbox team put together a revised campaign plan which the Client reviewed and approved well before the original starting date.

Database-Profiling

1. The Client submitted a list of 300 companies (100 from each target country) for Callbox to profile.

2. Callbox then identified all relevant decision makers (persons in charge of HR, recruitment, and talent acquisition) from each company, using records from Callbox’s in-house database and through desk research.

3. Callbox also provided additional contacts from other organizations that matched the Client’s target customer profile.


Appointment-Setting

1. Callbox carried out integrated appointment setting that combined email and phone calls to connect with and screen prospects for fit and purchase intent.

2. The Callbox team prepared all campaign materials in close collaboration with the Client.

3. During the first month of appointment setting activities, the Client rebranded under a new name and identity. Callbox seamlessly pivoted the whole campaign without any disruptions to the project timeline.


RESULTS



The two-part campaign has already completed the Database Profiling phase and is currently in the second month of the Appointment Setting stage. The profiling activities (which ran for one month) resulted in 565 contacts profiled and 147 potential accounts identified.

The campaign’s appointment setting leg has so far delivered 12 qualified appointments after one month of activities. Most of the appointments were generated near the end of the third week as the initial outreach and lead nurturing efforts done at the start of the program began converting.



IT Security Provider Taps into APAC Markets with Callbox Campaign [CASE STUDY]

IT Security Provider Taps into APAC Markets with Callbox Campaign


CASE STUDY



IT Security Provider Taps into APAC Markets with Callbox Campaign


THE CLIENT



ABOUT
The Client is the China office of a U.S.-based company that provides security identity solutions. Its products include authentication and credential management appliances, biometric authentication solutions, card printers, smart card-based credentials, controllers, contactless credential encoders, OEM-embedded modules, and RFID tags.



TARGET INDUSTRIES
AU: Leisure, Gym, Health and Fitness Clubs, Sports Clubs, Membership Organizations
Ph: BPO and Manufacturing


THE CHALLENGE



The Client is looking to capture a huge part of the growing demand for smart cards and personal identification applications in the APAC region. In particular, the company aims to grow sales of its card printers/encoders and its ID card design software suite.

In line with this, the Client’s strategy calls for targeting organizations that issue cards to employees or members in order to position its solutions as an alternative to legacy systems or other secure identity brands. The value proposition for its products and services revolves around flexibility, scalability, reliability, security, and affordability.

Currently, the Client focuses on two key markets: Australia and the Philippines. Its target companies in Australia include golf clubs, yacht clubs, sailing clubs, football clubs, rugby clubs, and other organizations with regular members. For the Philippines, the Client wants to reach out to manufacturing and BPO companies.

This year, the Client has been moving more toward outsourcing marketing activities in the awareness stage of its sales funnel. The company wants its in-house team to concentrate on nurturing and following up opportunities, while letting a third-party agency do much of the prospecting and lead generation heavy-lifting.

Aside from delivering cost savings and productivity gains, the Client requires its marketing partner to have deep familiarity with its target markets and must be able to effectively communicate its value proposition.

HIGHLIGHTS
RESULTS WITHIN TWELVE WEEKS

• Carried out a successful appointment setting campaign for a leading IT security company
• Met all campaign objectives by the end of the project
• Delivered highly-qualified sales opportunities and actionable marketing intelligence


THE CALLBOX SOLUTION



The Client selected Callbox after a thorough evaluation process, citing Callbox’s proven track record of successfully managing campaigns for complex-sale IT products in the APAC region.

Representatives from the Client and Callbox then hammered out a campaign plan whose main goal was to engage prospects via live phone conversations enhanced with email and other channels. The primary focus of each touch point was to sell the benefits of the Client’s secure card printer/encoder and ID personalization uite in order to book an appointment with a rep from the Client.

Appointment-Setting

1. Callbox prepared the contact list based on the Client’s specifications for each target market (Australia and the Philippines). The Client then approved the list before starting the campaign.

2. The Callbox team drafted separate call scripts for each target vertical (using relevant points from the Client’s value proposition). The scripts were sent to the Client for review.

3. Agents contacted prospects on the approved list. Prospects who agreed to a face-to-face meeting were tagged as qualified appointments or sales- qualified leads (SQLs), while those who showed interest by accepting a free whitepaper were tagged as completed leads or marketing-qualified leads (MQLs).


RESULTS



The campaign ran for 3 months and generated a total of 11 qualified appointments (SQLs) and 104 completed leads (MQLs). The bulk of these appointments and leads were produced during the latter half of the campaign, since much of the first half was spent warming up prospects and collecting additional information.

In addition to leads and appointments, the campaign also gathered vital marketing intelligence for the Client. The Callbox team uncovered which security identity brands were in use, prospects’ feedback on these brands, and reasons for sticking with the status quo.

Since the 11 appointments handed off by the Callbox team are highly qualified sales opportunities, the Client believes it can convert 70% to 80% (8 or 9) of these SQLs into customers within the next three months.



Callbox Nets New Users for Analytics Firms Research Tool [CASE STUDY]

Callbox Nets New Users for Analytics Firm’s Research Tool


CASE STUDY



Callbox Nets New Users for
Analytics Firm’s Research Tool


THE CLIENT



ABOUT
The Client is the Malaysia division of a US-based company that supplies information and analytics products to professional and business customers worldwide. Its primary product line includes content-enabled workflow solutions for use in legal, regulatory and business research.



TARGET DECISION MAKERS
All Industries (Priorities: Government-Linked companies, local companies with overseas interests, Tourism and Hospitality, Automobiles, Oil & Gas, Finance-related, Food and Beverage)


THE CHALLENGE



With operations in over 175 countries and a 200-year company history, the Client leads the legal research and intelligence market across the globe. Professionals performing various research roles in law offices, government agencies, and private organizations make up the bulk of the Client’s customer base. The Client differentiates itself with its focus on combining deep content and technology to help customers gain business insights. The Client recently launched marketing initiatives aimed at increasing the number of users for its trademark media aggregation, monitoring, and analytics platform. Rolled out in 2015, the platform enjoyed steady user growth (both new and active) which remained fairly in line with targets. But with the introduction of new capabilities and similar solutions from competitors, the company decided to ramp up promotion and user adoption efforts. The plan calls for rapid and direct outreach to key personnel in charge of public relations and corporate communications at companies in Kuala Lumpur and Petaling Jaya. The primary objectives revolve around setting up appointments for customer acquisition. Given the time horizon and the scope of the project, the Client concluded that outsourcing part of the prospecting activities was a better option than carrying out the whole program in-house. The company chose
Callbox as its marketing partner, citing Callbox’s extensive database of local companies and experience in the area as crucial factors.
HIGHLIGHTS
RESULTS WITHIN TWELVE WEEKS

• Launched an ongoing
appointment setting campaign to drive user growth for a research and analytics firm
• Connected with heads of PR and Corporate Communications from medium to large Malaysian companies
• Met campaign targets in the first two months, gearing up for third month


THE CALLBOX SOLUTION



Callbox’s multi-channel appointment setting package meets the Client’s primary goal of carrying out accelerated and targeted one-on-one outreach. The campaign’s main strategy emphasizes live phone conversations enhanced with emails and other channels.

The Callbox team and representatives from the Client agree that all campaign tactics, activities, and materials should work toward prequalifying and setting up appointments with potential users of the media monitoring platform.

Appointment-Setting

1. The prospect list consists of prospects handling PR or Corporate Communications at firms in Kuala Lumpur and Petaling Jaya with at least 50 employees and at least $5 million in annual revenues.

2. The call script includes probing questions that uncover prospects’ pain points encountered with their current media research/aggregation tools. The script also introduces the Client’s media monitoring platform as a viable alternative to prospects with an identified need.

3. Prospects who agree to meet with a representative from the Client are tagged as successful calls. The campaign team forwards all appointments to the Client via email notifications and Pipeline updates.


RESULTS



As of this writing, the campaign has just wrapped up its second full month and is gearing up for the third. The Callbox team spent the campaign’s first couple of weeks laying the groundwork for the main appointment setting activities. During this time, agents focused on gaining initial traction and navigating the hierarchy of decision-makers at the target organizations. It wasn’t until the first month’s closing weeks when steady appointment setting results began to seep into the pipeline.

So far, the campaign has managed to deliver:

• First month: 11 appointments
• Second month: 17 appointments

The Client maintains a benchmark lead-to-opportunity rate of 90% and a close rate of 70%. That works out to around 18 potential new users acquired from the ongoing campaign.




Callbox Confirmed 600 Attendees for Events Leader [CASE STUDY]

Callbox Confirmed 600 Attendees for Events Leader


CASE STUDY



Callbox Confirmed 600 Attendees for Events Leader


THE CLIENT



Callbox-Confirmed-600-Attendees-for-Events-Leader-client

ABOUT
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.
HIGHLIGHTS
RESULTS WITHIN TWELVE WEEKS

• Validated and profiled contacts via Customer Profiling campaign

• Well-targeted reminder calls achieved via Callbox’s SMART Calling

• Accurately tracked active responses via the Pipeline Lead Nurture Tool


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.