Their four-decade reign as leader in the exhibition industry brought numerous recognition from different awardgiving bodies like the Exhibition City Approved International Fair (AIF) Scheme, and the Singapore Business Events Awards. Such has gained them much trust from the industry sectors they serve and increased their clientele list over the years.
Indestructible they may seem to have lived with a four-decade trade leadership in the region, what good reason did they have to still take the option to enterprise telemarketing into their current strategies? Why not stick with the conventional, but proven effective scheme of 40 long years?
THE CALLBOX SOLUTION
Campaign 1 – Call To Invite
The first couple of Call-to-Invite projects aimed to gather attendees for Asia’s largest and most comprehensive business networking event for the Global ICT industry, which was participated in by international satellite communications and services companies in Asia, and professionals from Broadcast, Production, Post Production, Digital Media, Entertainment, Houses of Worships, System Integrators, Rental Houses, and Education.
The event was not launched for mere knowledge enrichment and ideas sharing purposes for the attendees, but a plenitude of beneficial platforms for ICT professionals were introduced like Big Data Analytics, Cloud, eGovernment, eServices, Security, Smartcard/RFID and Wearables. Also featured were the latest technologies in 3D Printing, IoT, M2M, Mobile Apps, OTT and more.
Campaign 2 – Call To Invite
The second wave campaign engaged key decision makers in the manufacturing industry to access the latest precision engineering and machine tool technologies available in the global market, and key decision makers from the international oil and gas industry to showcase a comprehensive product innovation.
Local parts and components manufacturers and service providers showcased their expertise at the Capabilities Hub, which brought prospective buyers closer to the suppliers via a single platform.
How Callbox streamlined the success
The preceding call-to-invite campaigns were successfully rolled out by the Callbox team which made an abounding progress in the client’s database. Both Callbox and the exhibition leader were responsible team players in completing the project thru multitouch, multichannel marketing tools and strategies.
The Callbox Pipeline, Callbox’s Lead Management and Marketing Automation platform, stored the client’s big amount of data. The callers updated the contacts with the most current information they uncovered during the call outs. Hitting two birds with a single stone – callers invited the prospects to attend the event and preregistered them on the client’s behalf and updated/profiled the list at the same time.
The Lead Nurturing Tool was activated. A scheme was customized to send out email invites to prospects, and once the invite was opened and read, a notification prompted the callers to do a follow up call and get the prospect pre-registered.
DM Outreached. Client’s own database came up to nearly 20,000,but almost 50% of that number was deemed “Un-contactable”.Both Callbox and the client agreed to add target contacts/job titles for the expansion of the list which resulted to a wider market reach and more email invites sent to target decision makers.
Campaign 3 -Data Profiling
A profiling campaign was set off by the client at the last quarter of 2015 which aimed not only to keep their database accurate, profiled and cleansed, but to prep things up for the next coming edition of events in 2016 and 2017, and which this exhibition expert sets to run again with Callbox.
So, ask again what good reason did this trade and exhibition expert thought of working with Callbox, despite their years of experience and proven expertise?
Clearly, the fitting reply can only be Why not?
The campaign’s initial run in April 2011 mainly focused on the Singapore market. The client preferred to cater to companies that send out big files. These are companies that have worldwide presence and do site-to-site file sending, or those that require file-sharing with their resellers or customers.
The initial campaign production delivered 19 leads. Such number was instrumental to the client’s positive decision to renew for another campaign that was even more impressive with 34 leads. Since then, the team continuously worked on for the lead generation campaign. The number of leads fluctuated but nevertheless quality was maintained at its best. The following campaign period brought in 28 leads with positive contacts at 63%, the next with 26 leads at 50% positive contacts, followed by another month with 35 leads at 71% positive contacts, and proceeded to another renewal month with 14 leads at 71% positive contacts and the last month with 23 leads at 76% positive contacts.
As the Singapore database was close to being exhausted, Callbox proposed to the client to divert its focus to other countries. In 2012, Malaysia came into the picture and kicked off with 30 leads in the 1st run, and went on alternately running MY and SG markets for the rest of the campaign period, with 18-20 leads per month, renewing contract after contract of 3 or 6 months, until the final leg in May 2015.
Quality vs. Quantity
The campaign required the Callbox team more effort compared with the other campaigns. The leads that were passed were strictly qualified based on the set criteria, which were subjected to the client’s scrutiny and approval.
The 4-year run made the most of its target database of contacts. Towards the end of the last 2 months of the campaign, both the Malaysia and Singapore databases went all in, as both target markets have been saturated, yet the campaign was still able to produce 18 leads at the least.
What A Difference It Has Made
This is one of the most successful and longest running campaigns in Callbox. But how was this huge success achieved?
The client truthfully engaged himself with the campaign by sharing full product knowledge with the team by conducting a thorough training on the product specifications, features and usage benefits.
The Callbox team had a first-hand experience of the product as they were able to practically navigate its interface which helped the calling agent efficiently position the offer to the prospects. These best practices also made the leaders effectively coach the caller on the challenges encountered in the calls, making them able to easily address issues that arise from day to day calling.
All available resources in Callbox were utilized.
Calling, sending of emails and other marketing resources like the social media were substantial to the exceptional results of the campaign.
Definitely, this campaign has made history with Callbox.
The Client is a world-renowned manufacturer of coding, printing and laser marking products, fluids, and accessories for the product identification industry. Their company has over 325,000 units installed worldwide, serving 135 countries, and is widely considered as the leading expert in continuous ink jet (CIJ), laser marking, thermal ink jet (TIJ), thermal-transfer overprinting (TTO), case coding and labeling, and wide array printing.
The following are the campaigns in which the Client has employed the services of Callbox, in chronological order:
A. Customer Profiling Campaign
Asia Pacific Region
November 20112 – January 2014
No. of Records: 10,000
The Client wanted to cleanse their Asia Pacific list containing more than 10,000 contacts, most of which are obsolete and inaccurate. The campaign was to zero-in on the manufacturing industry, using Customer Profiling for basic information such as name, job title, company, address, phone and email. This also includes segmenting the list according to each contact’s location in the Asia Pacific region.
On top of the customary Customer Profiling task, the Client also instructed the Callbox team to gather additional information during their conversation with the prospects such as:
THE CALLBOX SOLUTION
Callbox standards dictate a thorough and meticulous process of delivering output to its clients. For this particular campaign, the courses of action that took place were as follows:
The Client was pleased with the efficiency and success by which the Customer Profiling process was carried out. Callbox delivered 10,000 clean and working records within the set period, with only minimal returned data for re-verification.
As a result, the Client recommended Callbox to their Global Visibility Manager, which in turn partnered with Callbox for their succeeding campaigns.
B. Pilot List Build Campaign
India and Korea
March 2014 — April 2014
No. of Records: 700
Fresh from the success of the previous campaign, the Client penned a deal with Callbox for another Customer Profiling engagement. This time, the campaign was focused on cleansing prospect contact lists from India and Korea.
The goal was for one full-time agent to produce 700 profiled records, each for both target locations. The target industry was still manufacturing, and data profilers were still required to ask prospects regarding the number of production lines and the manner by which they code their products.
Furthermore, at the request of the Client, callers were to determine whether prospects prefer to be contacted via their mobile phones or their landlines. This data is crucial for the Client in deciding whether they need to allot more focus on contacting prospects via mobile phones, in which case would entail more cost on their end.
THE CALLBOX SOLUTION
The flow was pretty much the same as the original campaign, except that the Client only required one calling agent for India and another one for Korea.
Callbox sailed through the campaign with flying colors, delivering 700 clean records for both target locations within a month, despite the uniqueness of the campaign and some initial hurdles.
Additionally, Callbox was able to provide useful insight to the Client in terms of the divide between contacting prospects through mobile or landline. Callbox reports showed that prospects were more comfortable in providing their landline numbers over their mobile numbers. This outcome contradicted the findings of the Client’s internal calling team which supposedly revealed that prospects preferred being reached via mobile.
C. Customer Profiling Campaign
September 2014 — November 2014
No. of Records: 3,000
For the Client’s third partnership with Callbox, the campaign was centered in India alone, and it came with specific parameters to be strictly observed.
The goal was to produce 3,000 profiled records from a 3-seater, 2 month campaign. The Client provided its approved market verticals under the manufacturing industry, as follows: aero/auto, baked goods and cereals, beverage, building materials, cosmetics/personal care, dairy and eggs, extrusion/wire and cable, packaging materials, pharma and medical, and salty snacks.
The campaign was a mix of customer profiling and lead generation, with a list of roughly 3,000 contacts provided by the Client. Callers were instructed to reach out to Production Managers, Maintenance Managers and Purchasing/Procurement Managers. In case these positions are unavailable, they were to look for Operation Managers, Facilities Managers and Finance Managers.
Data profilers were still required to ask prospects regarding the number of production lines and the manner by which they code their products.
THE CALLBOX SOLUTION
The approach prescribed by the Client required Callbox to basically send out marketing material to the prospects. This objective was to be accomplished in conjunction with the usual Customer Profiling task that was done in the previous campaigns.
Callbox delivered the goods as expected, with the last few weeks spent on formatting the data according to the Client’s preferences. They were also very pleased that a lot of calls resulted to legitimate leads for their business, even though lead generation was not the main priority of the campaign.
The India campaign became much more smooth-sailing because of the prior experience in penetrating the location, as well as the improvement in the communication lines. Also, Callbox’s own updated database of records helped fill in the gaps for incomplete or inaccurate contacts.
Towards the end of the campaign, the Client set up a Customer Profiling campaign that aimed to clean up around 500 test records from the US. Although this US campaign still revolved around the manufacturing industry, the Client was open to explore other verticals aside from the ones previously prescribed.
The campaign was carried out simultaneously with the India campaign that was still in progress. Callbox allotted a few hours a day for its agents to call US contacts. The campaign successfully ended after 5 days, with Callbox delivering 500 profiled contacts as agreed.
After three successful customer profiling campaigns, Callbox was able to clean the Client’s contact lists, making them more updated and targeted without any obsolete or duplicate entries. This resulted to a shortened sales cycle on the Client’s part, which is expected make a direct impact on their bottom line.
The campaigns also gave them significant money-saving insight into their communication strategy as they were able to establish their prospects’ inclination to being reached via landlines, discarding the need for a costlier alternative in mobile phones.
Throughout the customer profiling run, Callbox was also able to generate several warm leads for the Client’s sales team. At the very least, the callers were able to establish an acquaintance with the prospects, especially those with new job titles and are unfamiliar with the Client’s company.
The Client has retained Callbox’s services for their current campaigns which involve not only Customer Profiling but other services as well. They were very pleased with how Callbox was able to deliver time after time, and they definitely see Callbox as a partner in more projects down the road.
The Client is a leading provider of research-based, go-to-market intelligence and business consulting services supporting expansion into emerging markets across Asia-Pacific, Europe, Latin America, and the Middle East. It has worked with over 50 Global Fortune 1000 companies in solving market growth and entry problems, and has supported export promotion, Foreign Direct Investment attraction, and policy formulation programs of various government agencies in 15 countries.
Its high profile clients include Honda, Philips, Kohler, Yamaha Motors, Tupperware, Schneider Electric, and the Malaysian Rubber Export Promotion Council.
The Client, based in Singapore, wanted to expand its operations into the US to capture contracts with larger companies. However, it lacked resources to penetrate the vast American market. Its primary source of new businesses was word of mouth and referrals from existing clients.
The Client wanted direct communication opportunities with decision makers of larger prospects and decided to partner with Callbox to design an outbound telemarketing campaign.
THE CALLBOX SOLUTION
The Client’s outbound telemarketing campaign targeted C-level Executives and Research Development Directors. The contact team guaranteed five face-to-face appointments with Fortune 1000 prospects. Callbox customized the campaign script, highlighting the Client’s major customers worldwide in order to underscore credibility, add value, and get a higher response rate.
The calling list would be the most important factor of the campaign. Callbox factored a custom list of Fortune 1000 companies and went on to profile each one to identify decision makers. As a result, the call flow was quick, smooth, and precise.
Given the campaign’s geographic location, meeting with prospects required advance preparation on the part of the Client. To address related circumstances, Callbox booked all appointments at least a month in advance to give the Client ample time to make necessary preparations. Where possible, several appointments were scheduled sequentially on the same day, or on consecutive days. Callbox saw to it that all appointments were stringently qualified and confirmed to avoid “no-shows” and ensure clockwork meetings.
As guaranteed, Callbox delivered five face-to-face appointments with Fortune 1000 clients in one month, all scheduled on two consecutive dates. Most impressive was the fact that the Client was able to close all five of them, which speaks to the effectiveness of its sales team, the effectiveness of the partnership, and quality of Callbox’s appointment setting service.
Because of this achievement, the Client re-hired Callbox to conduct an appointment setting campaign in Europe and APAC which was equally successful. Callbox is currently running a telemarketing campaign for the Client in Singapore.
The Client is the world’s largest pump manufacturer with an annual production of more than 16 million units. It has more than 18,000 employees and 80 authorized distributors in 55 countries. Its product line includes all types of pumps for industrial water supply and commercial applications including circulator pumps for heating and air conditioning and submersible pumps.
Recognizing the need to move closer to its customers in the Asia-Pacific region, the Client decided to conduct a telephone survey to get a broad and detailed view of market conditions. The Client’s objectives were:
The Client needed at least 1500 respondents to complete a survey in 25 business days – a task too big for its in-house calling team to handle in such a tight timeframe. After learning about Callbox’s extensive experience in running time-pressured campaigns, the Client decided to supplement their efforts by outsourcing the survey.
THE CALLBOX SOLUTION
They began with a pilot survey of 50 respondents to test Callbox’s capability. Satisfied with the results, they had Callbox conduct larger surveys in Australia and New Zealand. The Client required Callbox to use the Confirmit CATI (Computer Assisted Telephone Interviewing) system for this survey. Since Callbox was experienced with CATI systems, the team was able to go live with the calls after just two days of training.
Target contacts were asked about their opinion of the Client’s product to deduce its position in the market. Customers of the Client’s direct competitors were also asked about their perception of their own suppliers’ market position and solutions provided.
Callbox completed the 25-day campaign to the Client’s satisfaction with 1,625 surveys completed, well exceeding the target. This led the Client to expand the survey contracts with Callbox across Asia, Oceania, and Europe.
Early in the campaign, Callbox used the Client’s business list. However, Callbox quickly determined that the respondents needed to be targeted more precisely in order to maximize the limited campaign time. So Callbox offered its own strategic target lists sorted by multivariable relevance to achieve an immediately higher contact rate. Callbox also improved the survey questions to generate responses directly relevant to the Client’s objectives.
The Client, based in Singapore, is the largest privately-managed insurance broker in the world with offices in Hong Kong, Beijing, Malaysia, the Philippines, Thailand, and South Korea.
The Client has an in-house team in Hong Kong which supports its marketing activities in Asia, seeking decision makers of S$20M companies. In order to increase the volume and value of sales, the Client needed to build an intelligent prospecting campaign focused on sales-ready prospects. Since it lacked commercially available data to support this activity, the Client partnered with Callbox to segment its market and create a database of targeted prospects. However, after speaking with a Callbox sales rep, the Client was impressed with the company’s telemarketing capability so it signed up for a three-month Appointment Setting and Database Profiling campaigns.
The objective of this campaign was two-fold:
THE CALLBOX SOLUTION
Callbox set up a telemarketing team for a two-phase campaign: Database Profiling and Appointment Setting. The Client personally selected and trained the agents assigned to the calling campaign and the target decision makers were identified: HR and Finance Managers. Callbox telephoned contacts in the Client’s database to identify companies in Singapore whose indemnity insurance was up for renewal.
Callbox then embarked on an outbound telemarketing campaign to arrange office meetings between qualified prospects and the Client’s outside sales reps. Appointments were qualified based on the Client’s criteria:
As the campaign progressed, the Client narrowed down the lead qualification criteria in order to capture larger prospects with near-term requirements. The target size for Corporate Benefit was changed from 50 to 100 full-time employees and for Corporate Risk Insurance, from S$20 million to S$50 million companies. The Client also required that proximity of renewal dates should not be longer than three months from the time of call. Prospects whose renewal dates were longer than three months were profiled and entered into the Client’s database for tracking and future follow-ups.
One challenge encountered during this campaign was frequent cancellation of meetings because the Client did not have enough sales reps to accommodate the growing number of new appointments. To remedy the situation, Callbox prepared weekly schedules of appointments for the Client to review and approve. The Client worked closely with Callbox to provide feedback and updates.
One month into the campaign, Callbox delivered a total of 19 qualified leads and 897 profiled records with one Callbox agent achieving a contact rate of 30%. Surprised with so many leads after just one month, the Client decided to hire two more agents but to restrict the lead qualification even further, going after only the most promising prospects. This generated a total of 26 highly qualified leads and 1,698 profiled records.
Pleased with these results, the Client renewed its contract and expanded its campaign to five seats for six months. By the end of the third month, Callbox was able to profile 12,749 records and deliver 186 highly qualified sales leads. The campaign is currently in progress and the Client plans to use Callbox’s services for other long-term projects.
The Client is the world’s largest brand consultancy with a network of 33 offices in 27 countries. Over the past 40 years, it has created and managed branding campaigns for some of the world’s most recognized brands including BMW, P&G, and McDonalds.
Part of the Client’s marketing strategy is conducting a series of events each year. One of those events was a free seminar workshop held in Singapore and Thailand, aimed at introducing its branding solutions to potential customers. To maximize the marketing value of this event, the Client looked for a marketing partner who could develop an effort that combined email and telemarketing to generate its desired number of registrations in a short span of time. The Client’s objective was two-fold:
THE CALLBOX SOLUTION
Having worked with a number of big companies in Singapore and Thailand before, the Client had already compiled a database contacts which would be used in this campaign. The overall effort started in September 04, 2013 and involved two waves of marketing activity leading to the event.
The first was an email campaign to send out invitations containing details of the event, along with a short summary of the Client‘s profile and its services. Target contacts included C-level decision makers from the top 200 local companies in Singapore and Thailand.
The second wave involved an outbound telemarketing outreach to qualify email respondents based on the Client’s qualification criteria. Qualified respondents were then forwarded to the Client’s team for confirmation and event registration. Callbox submitted weekly RSVP reports which allowed the Client to forecast the number of potential attendees and make adjustments to step up the campaign when necessary.
Both campaigns were successful not only in terms of quantity (number of leads generated), but more importantly, in quality. The email blast generated an impressive response rate that a week prior to the campaign’s completion, the Client contracted another agent from Callbox to assist with the calls. In 22 days, the campaign generated a total of:
The Client is a global systems integrator and provider of end-to-end enterprise IT and software solutions. Its service portfolio includes strategic outsourcing, IT consulting, application management, training, small business services, asset recovery, and software services. It serves a huge client base in 170 countries with several business partners around the world.
The Client wanted to expand its market and open new accounts in the Asia-Pacific Region with as little difficulty in finding qualified leads as possible. Not satisfied with the performance of its previous telemarketing provider, it actively sought for a better lead generation carrier.
The Client had the following requirements for this campaign:
Having raised the bar, and seeing Callbox’s previous experience in b2b lead generation for multi-level marketing campaigns, the Client greenlighted the partnership.
THE CALLBOX SOLUTION
The Client hired Callbox in July 2009. A brief kick-off meeting was held where the Callbox agents were trained on how to present the Client’s offerings including fourteen different software and three hardware products. The Client instructed Callbox to generate a database of potential customers in the Asia Pacific. To their amazement, Callbox had already prepared a comprehensive list of contacts from its own contacts database. With the entire team geared up, the calling campaign started without delay.
Customer Nurturing Campaigns
Callbox deployed three customer nurturing projects designed to identify and communicate with the Client’s business partners in Malaysia. The first one was launched in August 2009 to introduce the Client’s reseller incentive programs, and promote their new products and services. It was followed by two more projects aimed to verify the contact details of the Client’s business partners, and to update them on the new reseller certification courses offered by the Client through its continuing education program.
Lead Generation and Appointment Setting Campaigns
The next set of campaigns was a lead generation project launched to support the Client’s marketing team in Asia-Pacific. One campaign was launched in behalf of its business partners in Singapore to market back-up storage solution. Time was of essence in this campaign, and Callbox was given three weeks to call prospects and deliver as many leads as it could generate. It was soon followed by a much bigger campaign aimed at generating sales leads for sixteen Client Business Partners in four countries (Singapore, Malaysia, Indonesia, and the Philippines). The density of the campaign was a huge challenge. Callbox submitted daily and weekly reports so that the Client’s salespeople could respond to new leads and appointments without delay. Lead distribution was facilitated through PipelineCRM, allowing the Client a real-time dashboard view of lead activity.
The five successive campaigns ran flawlessly for over a year, generating excellent results for the Client:
Pleased with the competence, exactness, and success of Callbox’s performance the Client’s business partners often expressed satisfaction:
“You are a great gun. Keep it up mate. Good work. This team is good. The information provided and quality of leads is much, much better than what we had from two other options we had earlier. This is real call success rate. This team is giving similar results to what our own internal team was doing. Finally we have some thing working.”
“I am pleased to say that the team has done a very good job in calling and generating leads for our organisation. I am sure we will have another round of campaigns with your team very, very soon. Loved the way your team works timely reports, timely information regards the leads, proper scripts. Good. Keep it up!! Best part is you understood what we are selling and devised your own process & ways to help us position & qualify a lead. Very Good.”
Since then, the Client continued to renew contracts regularly, and invited Callbox to take part in their ASEAN marketing plans for the year 2011.
The Client is a leading managed print solutions provider offering a wide range of office printers, multifunction devices, copiers, and software solutions to help its clients manage information and workflows efficiently. With over 60 years’ experience in document management outsourcing, the Client currently has over 15,000 employees across 160 countries.
The Client tried various methods to generate sales leads (offline/online advertising, sales promotions, mobile marketing, etc.) but with the amount of manpower, materials, and budget allocation these methods required, the cost per lead was spiraling. Additionally, outcome from their previous campaigns was difficult to measure and the resulting leads offered little potential for conversion.
Looking for a more straightforward lead generation method, the Client figured telemarketing provided the best value because while it was not the cheapest in terms of cost per lead, it was superior at producing high quality sales leads to effectively make back the difference in cost.
The Client had one goal: To increase the number of highly qualified sales leads and business appointments delivered regularly to its sales team to keep them constantly engaged in revenue-generating activities. The Client specified the target criteria: companies with 500 to 2000 employees and annual revenue of $50 million to $2 billion. Success call criteria were based on the prospect’s agreement to be contacted by Marketing Consultants of the Client.
THE CALLBOX SOLUTION
Callbox segmented a list of potential customers in Singapore, Thailand, and Malaysia, targeting decision makers in Manufacturing, Financial, Retail, and Insurance industries.
For this campaign, Callbox chose a technically sound telemarketer who could communicate product features, benefits, and advantages fluently. The Client provided training on product specifications to equip the caller with sufficient knowledge to address technical inquiries.
Because of its technical nature, the calling process was largely unscripted. Every call contained questions which required off-the-cuff responses resulting in spontaneous and more personal dialogue with prospects. Experience proved to be an important part of this campaign particularly in terms of handling technical questions and convincing prospects to try out a new product or service.
To ensure that the Client’s expectations were met, Callbox set up stringent quality checks at every stage of the calling process. Each outbound call was recorded and reviewed to constantly measure the caller’s performance against the Client’s requirements.
The Client asked for regular reporting on the progress of the campaign so it can track daily performance against goals at a glance. As needed, conference calls were held between the Client, Callbox agent, and Campaign Manager to brainstorm new ideas and address challenges encountered by the caller.
As a direct result of this campaign, the Client experienced a surge in inbound inquiries, giving its sales team sufficient prospects to follow-up. The calling campaign generated a total of 139 highly-qualified sales leads at 26% contact rate, with dozens more who agreed to be contacted by the Client’s sales team. Overall, cost per lead was reduced to 40% of what it would have cost using the Client’s previous lead generation methods. The Client was very satisfied with the results and plans on working with Callbox again in the near future.
The Client is a US-based all-flash enterprise storage company that enables broad deployment of flash in data centers. Founded in 2009, the company was named a silver winner in the Enterprise Product of the Year in Best in Biz Awards 2011, and the Wall Street Journal 2012 Technology Innovation Awards. It was also selected for the Red Herring Top 100 Americas Award in 2012, and was among the top 25 best places to work in Silicon Valley.
In January 2014, the Client hired Callbox for an appointment setting campaign targeting decision makers from Fortune 1000 companies in Singapore, Malaysia, and the Philippines. With its market rapidly growing, the company scheduled an official launching of its Singapore office in May of the same year, and organized an RSVP campaign.
About a week before the event, the company realized that it was coming up short of its goal of 80 registrations. The company’s country manager for Singapore approached Callbox to run an event telemarketing campaign, with a goal to come up with 17 additional leads to complete its initial goal of 80 registrations.
With only two days to plan and execute the campaign, the challenge for Callbox was to develop a quick and engaging approach in order to generate as many confirmed registrations as possible, while carefully considering the Client’s qualification requirements.
THE CALLBOX SOLUTION
The overall effort began on May 14 and involved two phases: 1) creating and segmenting a calling list, and 2) setting up an RSVP campaign through outbound telemarketing.
The goal of the entire campaign was three-fold:
Time was of the essence in this campaign so Callbox made sure to keep the outreach highly targeted, supplementing the Client’s calling list with its own segmented contact database. This allowed the team to focus on pre-qualified targets, achieving a 35% positive contact rate, instead of wasting its limited time calling contacts that fell outside its target market.
In just two days of actual calling, Callbox completed the required number of registrations, hitting the Client’s target right on the nose, and exceeding its attendance projection by a significant margin.
From this campaign, Callbox also left the Client’s inside sales team with 78 leads to follow-up, including 12 who requested for additional information.
High-profile companies at the event included StarHub, Global Foundries, Bank of America, and Maybank Singapore, among others. After the campaign, the Client re-contracted for an appointment setting campaign with Callbox.
The Client is the world’s third largest business software company. It has branches in over 30 countries and offers a full range of enterprise business software including:
The Client’s goal is to provide the best software experience and a lower total cost of ownership for their customers. To meet customers’ long-term needs, they provide an evolutionary path to support continuing business and technology innovation.
The Client didn’t have the in-house expertise to run a lead generation and lead management campaign, nor did they have the database tools to support one. To achieve their objectives, they needed a partner to develop and execute a comprehensive lead generation, qualification and appointment-setting program to capture greater market share for their business software solutions. While the company had a dominant market share in the industry, it lacked the support for their sales people to handle leads and prospect profiling.
With the rapidly increasing number of individuals from various companies across all industries downloading information from the Client’s website, it was crucial for them to:
Calls had to be made across the Asia Pacific Region to verify the records of individuals and companies that downloaded files from the Client’s website. Qualification was necessary, as the Client wanted to ensure that their website visitors/prospects could be considered warm leads before their sales team pursued them. Aside from verification and qualification, the Client also needed a support team to call and invite prospects and customers to various company-sponsored events throughout Asia.
THE CALLBOX SOLUTION
The Client teamed up with Callbox to carry out:
The Client’s target market consisted of decision makers who were looking for business-specific solutions to address their challenges and produce tangible results. Callbox’s sales force used cold calling to identify and qualify prospects for the Client. Qualifying questions determined:
Callbox executed the cold-calling campaign using the list of target contacts provided by the Client. Agents who were assigned to this campaign used a customized spreadsheet to keep track of all call results. Calls were categorized as lead completed, not interested, competitor, invalid, duplicate, no action needed, etc., and were assigned to each respective column on the spreadsheet for easy reporting and evaluation. Leads generated from the calling campaign were posted on the PipelineCRM to be reviewed by the Client and feedbacks were discussed. Callbox provided daily and monthly reports on pipeline activity and campaign status.
Callbox provided total sales and marketing support by carrying out several call-to-invite campaigns, inviting the Client’s customers and prospects to attend company-sponsored events in the Philippines, Indonesia, Malaysia and Singapore. The Callbox Team then followed up every call with an email. Aside from company-sponsored events, the Client also held webinars. Callbox callers invited guests to these webinars and also confirmed attendance for the Client.
The Callbox solution provided the Client with a steady, predictable flow of qualified sales opportunities as well as a systematic methodology for tracking every opportunity and evaluating sales force effectiveness.
The Client has a very accurate and predictable sales pipeline. By the time the prospect was ready to truly engage with them, they already had complete information about their prospects and their companies.
With the Callbox Team averaging 2000 calls monthly, verifying contact information of current customers, qualifying prospective clients, and setting appointments for the Client’s sales team, the Client experienced a significant increase in conversion rates.
Backed by Callbox’s own PipelineCRM, the Client enjoyed easy tracking and monitoring of all leads. The Client was also able to consistently improve service offerings through call recordings made available by Callbox.
Since then, the Client has been renewing on a month-to-month basis with new campaigns — lead generation, call-to-invite and profiling for different types of products. Pleased with the overall performance of Callbox, the Client provides sales training for the team, conducted at the start of every campaign. The smooth integration of sales and marketing with disciplined lead management resulted in increased sales and also provided total control over the customer acquisition process.
The Client is a world-leading provider of 3D and Product Lifecycle Management (PLM) software solutions with more than 130,000 customers in 80 countries. It offers a wide range of 3D virtual solutions enabling businesses of every size to digitize innovative ideas and enjoy lifelike experiences with future products and environments.
The global company has offices in the USA, Europe, the Middle East, Africa, and Asia-Pacific, with partners from leading industries and sectors including Aerospace and Defense, Automotive and Transportation, Construction, Agriculture, Education, Healthcare, and others.
Prior to engaging Callbox, the Client hired a prominent direct marketing solutions provider to handle its lead generation program. Not satisfied with the results, it sought better marketing. The Client’s Singapore office decided to investigate a lead generation program with Callbox.
The Client’s main objectives were:
The client judged Callbox’s strategies to be more cost-effective and efficient and signed up for a three-month pilot project.
THE CALLBOX SOLUTION
The initial campaign started on November 22, 2010 with two full-time Callbox agents. It was divided into three segments: Lead generation, Appointment Setting, and Call-to-Invite.
Callbox looked for prospects to register for a virtual conference organized by the Client.
Callbox created two customized Pipeline CRM accounts for generating and rechanneling leads to the Client’s authorized resellers. Since the Client delivered the call lists on a daily basis, sustainability and integrity of records were a major challenge. To solve this, Callbox used Pipeline CRM and a customized spreadsheet to monitor the Client’s data more effectively – an activity which involved close coordination between the Research and Campaign Specialists.
While this campaign focused on generating leads from the warm lists, Callbox suggested tapping prospects on the cold lists producing substantial positive results from this source. Guidelines for the callout process were made visible to each Callbox Team member to ensure that they were updated with the Client’s instructions.
At the end of the three-month pilot campaign, Callbox delivered a total of 372 leads at an average of five to ten leads per day. Satisfied with the results, the Client re-contracted for an additional 18-month project last March 2011. Nine months later, Callbox had produced a total of 1,623 leads, from both the warm lists sent by the Client and supplemented by the lists mined from the Callbox database.
The campaign is currently in progress with three full-time Callbox APAC seats generating leads and appointments for two of the Client’s Value-added Resellers (VAR) in Australia.