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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.



Ongoing ABM Campaign Lifts Potential ARR by $785K for FinTech SaaS Firm

CASE STUDY



Ongoing ABM Campaign Lifts Potential ARR by $785K for FinTech SaaS Firm


THE CLIENT



ABOUT
The Client develops and maintains a cloud-based platform that facilitates supply chain financing transactions. The company primarily targets enterprise-level businesses in a number of industries throughout Southeast Asia.



TARGET AREAS
Singapore and Malaysia

TARGET INDUSTRIES
Manufacturing, Wholesale Trade, Retail Trade

TARGET PROSPECTS
Procurement Manager, Sourcing Manager, Accounts Receivable Manager, Accounts Payable Manager, Controller, Managing Director, CFO, IT Manager, CIO, CTO


THE CHALLENGE



The Client is a fast-growing Singapore-based FinTech company with more than six years of experience partnering with enterprise businesses in Southeast Asia. The company operates a cloud-based platform that helps large enterprises improve cash flows and tap into a pool of working capital through a full menu of supply chain financing options:

  • Reverse factoring
  • Invoice financing
  • Inventory financing
  • Payable extension
  • Payable discounting
  • Supplier payments

Last year, the company started implementing an ABM program to help them better identify high-priority accounts in their target markets. With half a decade’s worth of customer data under their belt, the Client was able to reliably determine some key qualities about their most promising target accounts:

  • Accounts with the highest lifetime values (LTVs) tended to come from manufacturing, retail, and wholesale trade industries.
  • Top accounts also were more likely to have been processing invoices manually or through a legacy system prior to switching over to the Client’s platform.
  • Nearly all won deals involved reaching out to three different decision-maker segments: managers in charge of procurement and invoicing, stakeholders concerned about company’s cost management and financial performance, and technical managers who want a secure and reliable platform.

The Client’s ABM program also specifies the need to outsource their top-of-funnel activities, including prospect research and initial outreach.

By the company’s own estimate, a third-party agency will greatly augment the company’s understaffed internal team, which currently generates an average of nine discovery meetings per month. Plus, the Client also thinks outsourcing will free up a big chunk of sales and marketing agents’ schedules, giving them more time to follow up and work on promising deals.

But first, the Client had to find a marketing company with the right expertise and resources to help them:

  • Scale up the search for accounts that closely resemble their top customers
  • Connect with all three decision-maker groups that impact buying decisions
  • Generate the right number of sales appointments to support their target pipeline growth
HIGHLIGHTS
  • Launched an account-based appointment setting campaign to support the Client’s ABM customer acquisition efforts
  • Enhanced the quality and quantity of information about the Client’s target accounts and decision makers
  • Added more than $780,000 in new ARR into the Client’s sales pipeline
CAMPAIGN RESULTS

Appointment Setting Campaign results


THE CALLBOX SOLUTION



After reviewing proposals from several marketing providers, the Client signed up for Callbox’s account-based appointment setting service. The Client noted that the program met all their requirements, and that Callbox already had an extensive track record of success with FinTech companies in the APAC region.

From the outset, the Client made it very clear they wanted a long-term partnership. That’s why a pilot three-month campaign was first carried out to learn the best ways to move things forward. After the test campaign, Callbox and the Client went ahead with full implementation, which is still ongoing today.

Callbox’s account-based appointment setting campaigns consist of three main activities. Some of the key highlights include:

Account Research and Selection

Key firmographic qualities include: workforce of at least 500 employees; annual revenues of $50 million or more; engaged in manufacturing, retail, or wholesale trade in Singapore and Malaysia.

As for technographics, the Client’s top-tier accounts were companies that rely on either manual processes or on-premise software to handle procurement, invoicing, and cash flow management.

The Callbox team then prepared the target account list using a combination of Callbox’s in-house database and external data sources.

Account and Prospect Profiling

  1. There were three decision-maker groups targeted in the campaign: end users (managers in charge of procurement and invoicing), economic buyers (CFOs, controllers, etc.), technical buyers (IT managers, IT directors, CTOs, CIOs, etc.).
  2. The Client specified additional prospect characteristics to help the Callbox team pinpoint the right decision makers from each target account.
  3. All contact details and information were screened by a database QA team and submitted to the Client for review before being used in the campaign.

Multi-touch, Multi-channel Outreach

The Callbox team followed a unique lead nurture path and personalized messaging strategy for each of the three decision-maker groups.

The lead nurture paths combined phone, email, and LinkedIn touches which were scheduled and executed using a dynamic outreach cadence.

Callbox’s own CRM platform, Pipeline, helped orchestrate the different outreach activities and kept the Client up-to-date on the campaign’s progress.


RESULTS



At time of writing, the campaign has now completed 10 months of appointment setting activities and is gearing up for the eleventh month. Throughout that time, the whole effort has consistently hit key objectives.

On a per-channel basis, the campaign recorded mostly better-than-expected results including:

  • Phone: 37% decision maker reach rate
  • Email: 29% open rate, 5% CTR, 8% reply rate
  • LinkedIn: 42% InMail reply rates, 92 new connections

The campaign also performed very well in terms of account-based KPIs:

  • Accounts touched: 4,978
  • Average touches per account: 5.1
  • Average contacts per account: 3.3

Overall, the entire campaign has booked a total of 181 discovery meetings (sales-qualified leads) for the Client so far. That works out to around 18 qualified appointments each month, which is twice what the Client’s in-house team could produce by themselves.

According to the Client, their reps can convert 20% of discovery meetings into proposals and turn 70% of proposals into new customers. With an average annual subscription revenue of $31,000 per customer, the Client can potentially close $785,000 in new annual recurring revenue from the appointments generated in this campaign.




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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.




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.



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.



B2C FinTech Startup All Set to Grow Active Users for Flagship App [CASE STUDY]

B2C FinTech Startup All Set to Grow Active Users for Flagship App


CASE STUDY



B2C FinTech Startup All Set to Grow Active Users for Flagship App


THE CLIENT



B2C FinTech Startup Client Specification

ABOUT
The Client is a pre Series A FinTech startup based in Singapore that provides a P2p remittance platform developed primarily for migrant workers in Singapore and Hong Kong. Its flagship app processes an average of $1 million in users’ money transfers to their home countries in Southeast Asia each month. The startup has so far raised $2.2 million in funding after three seed rounds.



TARGET INDUSTRIES
Consumers

TARGET PROSPECTS
Migrant Workers

TARGET AREAS
Singapore


THE CHALLENGE



With more FinTech startups joining Southeast Asia’s growing P2P remittance market, players in this space are turning to more proactive customer acquisition strategies to sustain their growth momentum.

Having secured $2.2 million in seed funding and handling more than $1 million in monthly remittance transactions, the Client seeks to expand the number of active users of its flagship app. Currently, the company’s online P2P money transfer platform caters mainly to migrant workers sending money to Southeast Asian countries such as the Philippines and Indonesia.

The company maintains an in-house database of prospects collected through its list-building initiatives and opt-in campaigns. But as the list steadily grew, the company’s sales team has only been able to convert only a small percentage of the prospects into sales opportunities.

The problem came down mainly to reps not being able to promptly follow up on enough leads, leaving a huge number of potential customers practically uncontacted. Plus, many of the prospects that got contacted turned out to be a poor fit with the company’s target customer profile.

It was clear the Client needed more manpower to handle the tasks of initially contacting and screening prospects. Accordingly, the company decided to outsource much of these activities to a third-party provider and let their reps focus on the final steps in the conversion process.

HIGHLIGHTS
  • Launched a successful, long-term pre-qualification and appointment setting project for a SG-based FinTech startup
  • Exceeded campaign targets in terms of booked sales appointments and completed leads handed off to the Client
  • Enriched and improved the quality of the Client’s marketing database through thorough data profiling
CAMPAIGN RESULTS

B2C FinTech Startup Client Campaign Results


THE CALLBOX SOLUTION



The Client chose Callbox because of the latter’s experience in B2C financial services and its track record of implementing integrated phone and email outreach campaigns which closely matched the company’s specific requirements.

A plan was drawn up for a one-month campaign that would run each January or February to coincide with the company’s seasonal sales activity. As of writing, the project has completed two full months and is currently in its third. Each campaign involves three key steps:

Step 1: Profiling the Client’s in-house list

  • Callbox’s data research team checked and verified each record in the Client’s prospect list.
  • The list was thoroughly scrubbed, then duplicate and incomplete records were appropriately processed.
  • The first month’s list was exported into Callbox Pipeline, while the second month’s campaign exclusively used data in the Client’s own CRM.

Step 2: Pre-qualifying each contact

  • The team followed an outreach cadence that initiated contact with email touches and then engaged warm prospects through live phone conversations.
  • These interactions achieved the two-fold objective of deepening awareness of the Client’s offer and qualifying potential leads for the company’s reps.
  • The Client also gave Callbox access to its proprietary creditworthiness calculator to help the team identify which prospects qualified for their cash advance promo.

Step 3: Following up and nurturing leads

  • The campaign’s outreach cadence also included a sequence of additional email and phone touches to follow up and keep leads engaged.
  • Appointments were confirmed via phone call to ensure leads show up for their meeting with the Client’s reps.
  • The added touches also provided the Callbox team with more opportunities to gather crucial marketing intelligence about the prospects.

RESULTS



The project has now wrapped up a total of two campaign months, with the first campaign completed in January of 2017 and the second in February last year. Based on the KPIs specified by the Client at the outset, the project has so far produced very good results: 201 booked appointments and 67 completed leads.

The Callbox team was also able to profile 2,147 records from the Client’s in-house list and maintained response rates of 31% for phone calls and 17% for emails throughout the two campaigns.

The Client continues to partner with Callbox, and the project is about to launch its third full campaign month.



Mobile Platform Deepens Pool of Potential Merchant Partners in SG Campaign


CASE STUDY



Mobile Platform Deepens Pool of Potential Merchant Partners in SG Campaign


THE CLIENT



client-CS_SW_Mobile-Platform-Deepens-Pool-of-Potential-Merchant-Partners-in-SG-Campaign

ABOUT
The Client is the Singapore office of a South Korea-based Internet platform developer that specializes in e-commerce, online-to-offline (O2O) solutions, and digital marketing. The company is a fully-owned subsidiary of a Fortune Global 500 firm with 2,300 employees and offices in eight countries.



TARGET INDUSTRIES
Retailers, Food and Drinking Places

TARGET PROSPECTS
Owner, Restaurant Manager, Marketing Manager, General Manager


THE CHALLENGE



Headquartered in South Korea, The Client established its Singapore office in 2012, providing a suite of integrated marketplace platforms tailored for the local online and mobile commerce segments. This included its flagship social discovery app launched in 2013 that allowed users to share and recommend places of interest in Singapore.

One of the app’s key selling points was that it featured an extensive network of merchant partners that actively engaged users with exclusive offers and promos. The app gave participating merchants an added channel for having real-time conversations with customers, improving brand visibility through user-generated content and micro-influencers, as well as gaining valuable customer insights and contextual marketing information.

Several months after releasing the app, the Client wanted to accelerate the growth of its merchant partner network in response to very positive user adoption numbers. This led the company to consider implementing targeted marketing tactics alongside its inbound marketing efforts.

But with little experience in direct marketing and much of its marketing resources already tied up in existing programs, the Client realized the best way forward was to work with a third-party provider that specialized in targeted outreach.

HIGHLIGHTS
RESULTS WITHIN TWELVE WEEKS

• Launched a multi-touch campaign that helped accelerate the Client’s partner acquisition efforts
• Increased the number of potential merchant partners from SG retailers in the Client’s pipeline
• Expanded both branding and revenue potential with high decision maker reach rates


THE CALLBOX SOLUTION



The Client chose Callbox after reviewing a shortlist of marketing agencies, pointing to Callbox’s long-term experience deploying successful campaigns in Singapore as the deciding factor.

Callbox and the Client then developed a campaign plan that combined emails and phone calls delivered as a sequence of multiple touches. The main campaign objectives included:

  • Engaging decision makers to gauge fit and interest
  • Booking face-to-face meetings with qualified prospects
  • Collecting information needed in the Client’s sales process

Appointment-Setting

1. The target prospects included business owners, restaurant managers, marketing managers, and general managers from retailers in Singapore.

2. Callbox prepared all campaign materials including the call script and campaign list, which were reviewed and approved by the Client.

3. The Callbox team maximized decision maker reach rates by leveraging SMART Calling, Callbox’s proprietary call management system.


Email Marketing

1. The campaign’s first touch point was an intro email that primed prospects up for the sequence of one-on-one calls. Follow-up emails and targeted send-outs (for distributing additional marketing materials) were also used at later stages in the campaign.

2. The Callbox team created and tested all email materials including templates, copies, and landing pages. The team also handled replies and prospect requests.

3. The Client monitored the entire campaign (including both email marketing and phone-based appointment setting) through Pipeline CRM, Callbox’s lead management and marketing automation tool.


RESULTS



Callbox completed the campaign in six months (or 132 days at 22 days per month), and handed off a total of 129 qualified appointments and 302 verified leads to the Client.

Since the campaign followed a multi-touch cadence that started with email activities designed to initiate contact, the Callbox team only began generating appointments near the end of the first month. Once the nurtured contacts began converting, the campaign was able to consistently deliver between 18 to 25 qualified appointments each month.

The Callbox team also achieved a relatively high decision maker reach rate of around 24% and, by the end of the campaign, the team connected with a total of 3,045 decision makers.

The Client projected that 80% of the appointments generated in the campaign would convert into qualified sales opportunities, with 60% turning into signups. That translates to 62 potential new merchant partners for the Client’s social discovery app.



Healthcare SaaS Vendor’s Pipeline Growth Jumps 2-Fold in 3-Pronged Campaign


CASE STUDY



Healthcare SaaS Vendor’s Pipeline Growth Jumps 2-Fold in 3-Pronged Campaign


THE CLIENT



ABOUT
The Client provides NLP-based computer-assisted coding (CAC), clinical documentation improvement (CDI), compliance auditing, and analytics solutions to hospitals and healthcare facilities all over the United States. The company also offers medical coding, transcription, and revenue cycle management services.



TARGET INDUSTRIES
Hospitals

TARGET PROSPECTS
HIM Director, CIO, CFO, Transcription, Coding supervisor, CDI supervisor


THE CHALLENGE



The Client, a provider of NLP-enabled medical coding and health information management SaaS applications, routinely outsources initial prospecting activities to third-party agencies. With a sales cycle that can take more than six months to complete, the company believes its in-house sales team is best put to use nurturing and following up qualified opportunities instead of doing cold outreach.

The Client, however, has had mixed results with different outsourced marketing companies so far. The previous outsourced campaigns often ran into issues such as:

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

  • Prospect lists that need further profiling and updating
  • Not enough time given to product knowledge training
  • High percentage of no-show appointments
  • Appointments not properly vetted and qualified

This led the Client to briefly reassign much of the prospecting work to its in-house reps. But this move also produced underwhelming results. Scheduled appointments fell to 6-8 a month, and the Client saw a corresponding drop in the number of proposals sent.

It was clear that outsourced prospecting made more business sense for the Client, but the company needed to make sure that the agency it partnered with should focus on both volume and quality of sales opportunities being delivered.

HIGHLIGHTS
RESULTS WITHIN TWELVE WEEKS

• Completed a 3-month, US-wide appointment setting program for a healthcare SaaS company that exceeded all key campaign objectives
• Enabled Client to gain a 2-fold expansion in the number of qualified appointments added to the pipeline
• Paved the way for Client’s reps to have more meaningful conversations with prospects and to send more high-value proposals


THE CALLBOX SOLUTION



The Client chose Callbox after a thorough review process, pointing out Callbox’s multi-channel, multi-touch approach at prospecting as a crucial factor. Callbox’s own track record and a growing body of industry research show that this strategy tends to produce higher quality prospects at scale.

In addition, Callbox also had extensive technical background in complex-sale products such as healthcare SaaS solutions, which meant a more favorable learning curve for the agents and faster campaign deployment.

The Callbox team then collaborated with the Client to work out a campaign plan. The plan proposed a three-month appointment setting program that combined phone calls, emails, and social media, with the goal of setting up phone demos with qualified prospects who want to learn more about the Client’s SaaS offerings.

Appointment-Setting

1. Callbox identified potential hospitals to target all over the United States and segmented the records into small, medium, and large institutions based on the number of hospital beds available in each facility.

2. The Callbox team then pinpointed which decision makers to contact in each hospital, which included roles such as HIM directors, CIOs, CFOs, and persons in charge of clinical documentation.

3. Agents then contacted each prospect to qualify them as leads or schedule them for a phone demo with the Client’s reps.


Email Marketing

1. The campaign team created email templates for the different touches in the prospecting cadence, including initial outreach, targeted send-outs, and a series of follow-up emails.

2. Intro emails warm up prospects and help the team identify which ones to prioritize, while targeted send-outs allow agents to distribute the Client’s marketing materials to interested prospects.

3. The Client also helped set the touch points in the prospecting cadence through Lead Nurture, a built-in drag-and-drop marketing automation tool within Callbox Pipeline, Callbox’s proprietary lead management and CRM platform.


Social Media

1. LinkedIn provided another set of touch points to nurture and engage prospects further.

2. The campaign team’s social media specialists expanded the Client’s LinkedIn connections, joined relevant groups, and reached out to prospects via InMails.

3. The Callbox team also collected additional prospect data via LinkedIn to further enrich the contact and appointment information handed off to the Client.


RESULTS



The three-month pilot campaign ran for a total of 66 days. As with most pilot campaigns at Callbox, the first few weeks were spent laying down the groundwork for appointment setting by warming up prospects and initiating contact through emails and social media activities. Most of the appointments were generated after the first full month of the campaign.

The campaign’s email marketing activities produced open rates of 24.2%, click-through rates of 11.2%, and hard bounces of 0.04%, which remained roughly in line with the company’s benchmarks. The social media activities, meanwhile, generated 759 new connections and reached a 12.5% InMail response rate.

The Callbox team handed off a total of 47 qualified appointments to the Client’s reps during the three-month pilot campaign. This represented more than a two-fold increase over what its internal sales team could typically produce in a comparable period.

Out of the 47 new appointments, 16 and 20 were generated in the second and third months, respectively, showing a clear uptrend. This strongly indicates that the rapport-building and lead nurturing efforts during the campaign’s early stages are turning into measurable results.

To build on this momentum, the Client is renewing its contract with Callbox for another three months.



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.



High-Growth SaaS Startup Boosts Momentum with Callbox Campaign

High-Growth SaaS Startup Boosts Momentum with Callbox Campaign


CASE STUDY



High-Growth SaaS Startup Boosts Momentum with Callbox Campaign


THE CLIENT



ABOUT
The Client is a Singapore-based software-asa-service (SaaS) company that develops and offers a transportation operations management platform primarily for SMEs in Southeast Asia. Its subscription-based cloud service provides collaborative planning, route optimization, driver dispatch, and e-signing capabilities for fleet owners.



TARGET INDUSTRIES
Third-Party Logistics (3PL), Transporters, Delivery Services, Courier Services, Movers/Moving Services, Field Services, Field Services


THE CHALLENGE



The Client helps SMEs better manage their fleet of land transport vehicles with its cloud-based logistics operations platform. The platform automates many of the challenges that businesses face in their logistics processes, such as handling job orders, tracking vehicles, allocating routes, planning schedules, and dispatching drivers.

Founded in 2012, the Client has experienced strong growth over the last three years, with annual revenues increasing 350% year-on-year. The company says around 100 organizations (including some Fortune 500 brands) across Southeast Asia now regularly use its system to process nearly 1 million delivery and pickup tasks.

After raising its seed round, the Client rapidly expanded its user base in Singapore and also gained additional subscribers in different locations across Southeast Asia. As part of its medium-term growth outlook, the company planned to increase its market share in Singapore and Malaysia, before focusing on Indonesia and other markets in the region.

With less than 50 employees (most of whom doing engineering roles), it was clear the company needed outside help in several business areas to let the company reach and sustain its revenue growth objectives. In particular, the Client wanted to outsource the time-consuming activities of researching potential customers and contacting them one by one for a sales appointment, which typically took up almost two-thirds of their reps’ time.

HIGHLIGHTS
RESULTS WITHIN TWELVE WEEKS

• Launched an integrated appointment setting campaign for a logistics SaaS startup that targeted SG and MY SMEs
• Helped the Client sustain its years-long high-growth performance
• Provided the Client with enough pipeline boost to meet a key business milestone


THE CALLBOX SOLUTION



The Client chose Callbox as its outsourced marketing partner, citing that Callbox’s extensive experience running successful campaigns for both cloud companies and logistics service providers in the APAC region gave Callbox the needed domain knowledge to operate in the Client’s target market.

Callbox and the Client then drew up a campaign plan for a three-month appointment setting program with the following goals:

  • Pinpoint SMEs in Singapore and Malaysia that potentially need transport management systems (TMSs)
  • Connect with decision makers in these companies through targeted sales calls and emails
  • Introduce the Client’s subscription-based TMS and book meetings with interested prospects
  • Collect additional information to help the Client gauge product-market fit

Some key activities from the campaign include:

Appointment-Setting

1. Callbox prepared the list of Singapore and Malaysia contacts based on the Client’s specifications (job titles, industries, annual revenue, and employee count).

2. The Client had already drafted its own call script and asked Callbox to review and contribute to the final version.

3. The Client wanted the Callbox team to prioritize setting office meetings for Singapore prospects and phone appointments for Malaysia contacts.


Email Marketing

1. The Callbox team prepared all email templates used in the campaign, including the initial outreach email and targeted email send-outs.

2. The campaign’s email specialists handled, tracked, and tested key email components, such as subject lines, copy, design, calls-to-action, and landing pages.

3. Email touches allowed the Callbox team to warm up and nurture prospects, as well as to follow up and respond to information requests.


RESULTS



The bulk of the three-month campaign’s activities were carried out during the closing quarter of 2017 and early January the following year. Since Callbox campaigns typically start with email outreach to gauge prospects’ readiness for a one-on-one sales call, the first 2 to 3 weeks saw mostly email marketing results:

  • Delivery rates between 96% to 98%
  • Open rates of up to 17%
  • Reply rates of 3.8% on average

The Callbox team started handing off appointments to the Client toward the end of the first month, and continued to deliver a steady supply of meetings throughout the remaining two months:

  • Month 1: 19 qualified appointments
  • Month 2: 20 qualified appointments
  • Month 3: 16 qualified appointments

The Client received a total of 55 qualified appointments from the three-month campaign. While the Client did not indicate how much of these prospects are expected to convert into opportunities or customers, the company mentioned that the 55 qualified appointments provided enough boost to its pipeline to help it meet a crucial business milestone in time for its pre-series A funding round application.



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.



Thrice in a Row: Callbox Boosts Event Attendance Rates for CRM Market Leader


CASE STUDY



Thrice in a Row: Callbox Boosts Event
Attendance Rates for CRM Market Leader


THE CLIENT



ABOUT
The Client is the Asia-Pacific unit of a USA-based cloud computing company that provides CRM solutions to business and enterprise customers. Its main product line is its suite of on-demand, cloud-based CRM platform available to users on a subscription basis. The Client also offers a number of other cloud-enabled tools for customer service and support as well as for sales team collaboration.



TARGET DECISION MAKERS
Marketing Manager, Sales Manager, Operations Manager, Managing Director, Owner, CEO, COO, IT Manager, IT Director


THE CHALLENGE



With its reputation as a key mover in the CRM software space, the Client regularly organizes a number of annual conferences and events aimed at customers, vendors, developers, IT professionals, and industry thought leaders throughout various locations around the world. These are typically high-profile events that generate attendance figures that average in the thousands, as well as receive considerable media coverage particularly from the tech press.

While many of the Client’s conferences fulfill both branding and PR objectives, there is also a more tangible marketing (and overall business) goal that underlies most of the company’s events: to attract more people into its far-reaching ecosystem.

Among the events lined up for 2017 are three sets of conferences scheduled for January, April, and July. All three events are set to take place in Hong Kong and Singapore, showcasing insights on Asian business innovation and customer experience.

The three events’ target audience consists primarily of decision-makers who deal with marketing technology in some way at small- to medium-sized Hong Kong- and Singapore-based companies. The target attendees mostly come from technology-intensive industries such as manufacturing, financial services, professional services, retail, and healthcare.

Although it already possesses considerable brand equity and can easily leverage its extensive network of connections in the region, the Client determined that it needed to outsource part of the event registration activities in order to meet two key objectives:

• to ensure that relevant attendees from the specified verticals are identified and targeted
• to maximize registration and attendance rates through prompt outreach and follow-up

The Client chose Callbox after evaluating a list of event marketing companies, pointing out that Callbox’s substantial experience in the Hong Kong and Singapore markets was a clear differentiator.

HIGHLIGHTS
RESULTS WITHIN TWELVE WEEKS

• Launched three successful call-to-invite campaigns for CRM market leader
• Exceeded targets consistently in all three campaigns
• Improved event attendance rates and potential conversions


THE CALLBOX SOLUTION



Callbox’s Call-to-Invite package was a good fit to help the Client meet its event marketing objectives for a number of reasons.

• Since the Client wanted to ramp up registrations a month prior to each event, it allowed the Client to obtain immediate response from its target attendees and gain additional information to help improve preparations.
• Call-to-invite campaigns provided a way to quickly and accurately qualify likely attendees based on the parameters set by the Client, especially given the tight timetables associated with the events.
• This also enabled multiple outreach opportunities, such as follow-up and confirmation calls.

The call-to-invite campaigns included the following main activities:

• Callbox put together the list of target attendees to be contacted based on the Client’s specifications, as well as prepared the campaign’s call scripts. These were reviewed and approved by the Client.
• Contacts who expressed interest to attend the event and completed the registration via the registration link were tagged as qualified
attendees (RSVP). These were forwarded to the Client’s team on a daily basis.

• In addition to outbound phone-based qualification, Callbox also helped other interested prospects complete the registration process by assisting them through the submission procedure. Agents also managed the information send-outs for prospects who want to first receive the invites.

Although it already possesses considerable brand equity and can easily leverage its extensive network of connections in the region, the Client determined that it needed to outsource part of the event registration activities in order to meet two key objectives:

• to ensure that relevant attendees from the specified verticals are identified and targeted
• to maximize registration and attendance rates through prompt outreach and follow-up

The Client chose Callbox after evaluating a list of event marketing companies, pointing out that Callbox’s substantial experience in the Hong Kong and Singapore markets was a clear differentiator.


RESULTS



Callbox’s Call-to-Invite package was a good fit to help the Client meet its event marketing objectives for a number of reasons.Each of the three call-to-invite campaigns ran for 22 days and was aunched a month prior to the respective event. Hong Kong and Singapore prospects were simultaneously contacted in all three campaigns. The below table summarizes the results from each campaign:

table

Taken together, the three call-to-invite campaigns were able to produce a total of 353 confirmed RSVPs for the three sets of events. Using a benchmark conversion rate of 11% to 20% (based on industry averages), the Client can potentially generate between 39 to 71 new customers from attendees at the three events that registered via the call-to-invite campaigns.