Mobile Platform Deepens Pool of Potential Merchant Partners in SG Campaign
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.
Retailers, Food and Drinking Places
Owner, Restaurant Manager, Marketing Manager, General Manager
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.
• 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
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. 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.
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.
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.
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.
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SG-based 3PL Company Doubles Sales Appointments, Gears Up For Expansion
The Client is a Singapore-based third-party logistics (3PL) provider that offers warehousing, distribution, transportation, and freight management services primarily to freight forwarders and shippers. The company also provides value-added services including crating, labeling, sorting, sub-assembly, and fumigation.
Freight Forwarders (doing cross-border trade), Shippers (for Manufacturing, Pharmaceuticals, Automotive, F&B, Electronics, Wholesale Trade, etc.)
For Freight Forwarders: Air/Sea Freight Division Manager;
For Shippers: Trade Compliance Manager, Shipping Officer, Procurement Manager, Supply Chain Manager, Controller, Persons in Charge of Imports/Exports
Third-party logistics (3PL) is the process of outsourcing part or all of a business’s supply chain and logistics operations to another company. As supply chains become more complex, many shippers now find it more cost-effective to work with 3PL service providers that take care of transport, warehousing, customs brokerage, and freight forwarding—instead of doing these activities in-house.
In Singapore, the 3PL market makes up over $3 billion (or 12%) of the country’s logistics industry, with the majority of providers competing in saturated segments such as automotive, retail, and electronics. For its part, the Client chiefly targets international freight forwarders and shippers from a wide range of industries.
As part of its effort to improve the company’s market position, the Client looked into expanding the outbound component of its customer acquisition program. The bulk of its lead generation initiatives were mostly tied up in inbound tactics, but the Client wanted a more proactive approach and a bigger role for outbound in its marketing mix.
The Client teamed up with Callbox to deploy an outbound prospecting program that would complement the company’s current marketing efforts. Under its existing strategy, the Client averaged 8 to 10 appointments each month, and the company wanted Callbox’s help to develop a new lead source and increase the flow of qualified prospects into their pipeline.
- Completed a highly-successful 3-month integrated appointment setting campaign for an SG logistics company
- Enabled Client’s sales team to follow up on 2.5 times more in-person and phone meetings
- Set the stage for Client’s expansion into fiercely-competitive 3PL segments
THE CALLBOX SOLUTION
Callbox and the Client worked out a plan for a three-month appointment setting campaign. The strategy implemented an outreach cadence that combined targeted email touches and live phone conversations with the main goal of identifying and scheduling qualified prospects for an introductory meeting with the company’s reps.
The three-month campaign met all the Client’s expectations, particularly in terms of the number of qualified appointments delivered and net new prospects added into the Client’s pipeline:
- 45 qualified appointments
- 193 marketing-qualified leads (MQLs)
- 24 sales-qualified leads (SQLs)
The first few touches in the campaign were spent warming up the target prospects and learning about their current logistics processes. Accordingly, it was only near the end of the first month when the campaign started converting prospects into leads and appointments.
The 45 total appointments generated in the three-month outbound campaign meant that the Client’s reps were now handling 2.5 times more sales meetings. The Client was very pleased with the results that they renewed for another campaign, targeting freight forwarders and shippers outside of Singapore.
At time of writing, the new campaign is in its 6th month, and the Client has added Callbox as a long-term marketing partner for its outbound prospecting initiatives.
The Client develops, installs, and maintains access control and CCTV systems for businesses, as well as offers security integration services and customized security solutions. The Client primarily sells to small and medium-sized organizations across a wide range of industries all over Australia.
The Client ranks as one of the leading Sydney-based security companies that specialize in fully-integrated video surveillance solutions for businesses. The company offers its products and services directly to customers, as well as through its network of channel partners and contractors.
To address the growing competition in its home state of New South Wales and some areas in Queensland, The company adopted a more proactive marketing approach, which added direct outreach into the marketing mix to complement its existing inbound program.
The Client initially carried out outbound activities in-house with its inside sales team researching and contacting cold prospects via phone and emails. But the effort only managed to deliver 37 appointments after six months (or an average of 6 per month).
It was clear that the Client had a hard time scaling its outbound marketing activities. Prospecting took up nearly half of their inside sales team’s time, and the company wasn’t sure how hiring new reps would improve results.
That was when the company decided to outsource its outbound marketing program and let Callbox handle the time-consuming tasks of identifying and setting sales appointments.
The Callbox Solution
Callbox planned an initial one-month campaign for the Client, since the company wanted to see first how partnering with an outside provider would work out. The main strategy behind the campaign was to use a combination of email outreach and phone conversations to qualify prospects and schedule meetings on behalf of the company’s reps.
Right after the pilot program, the Client decided to proceed with the campaign and reviewed the project status on a monthly basis. The two main campaign components (phone-based appointment setting and targeted email outreach) focused on these activities:
1. The campaign primarily targeted proprietors, managing directors, managing partners, and (secondarily) other persons in charge of business security at SMEs in NSW and QLD.
2. Callbox closely collaborated with the Client to create the materials for the campaign, including call scripts and the prospect list.
3. Agents engaged the target prospects in one-on-one conversations in order to introduce the Client’s latest line of video surveillance systems and to book qualified prospects for a face-to-face consulting session with one of the company’s licensed security specialists.
1. The Callbox team used emails to initiate contact with prospects and to nurture them throughout the campaign.
2. The campaign also relied on emails to follow up with and respond to prospect inquiries and requests.
3. Callbox crafted and tested the email templates and landing page based on the Client’s requirements and feedback.
The campaign ran for a total of 18 months. In the campaign’s first month alone (despite two weeks spent warming up and nurturing prospects), the Client received 55 qualified appointments, which was around 1.5 times what the company was able to generate from its six-month in-house prospecting activities.
This led the Client to request more calling agents from Callbox to be assigned to the campaign in the subsequent months. This, in turn, helped steadily increase the number of qualified appointments produced during the first few quarters of the campaign.
By the end of the 18-month campaign, Callbox handed a total of 1,829 qualified appointments to the Client, (or an average of 101 qualified appointments each month). The campaign also added 1,993 follow-ups and 414 requests for information to the Client’s prospect pipeline.
Healthcare SaaS Vendor’s Pipeline Growth Jumps 2-Fold in 3-Pronged Campaign
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.
HIM Director, CIO, CFO, Transcription, Coding supervisor, CDI supervisor
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.
• 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.
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. 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. 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.
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.
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.
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.
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.
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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.
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
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.
- The Client submitted a list of 300 companies (100 from each target country) for Callbox to profile.
- 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.
- Callbox also provided additional contacts from other organizations that matched the Client’s target customer profile.
- Callbox carried out integrated appointment setting that combined email and phone calls to connect with and screen prospects for fit and purchase intent.
- The Callbox team prepared all campaign materials in close collaboration with the Client.
- 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.
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.
Expat-Focused Financial Planning Firm Expands in Niche SG Market
The Client is a Singapore-based financial advisory firm that specializes in tax, investment, pension, and estate planning for British expatriates living in SG.
The Client offers several lines of financial planning services to expats currently working and residing in Singapore. The firm’s client portfolio primarily consists of UK expatriates, which has seen a steady year-over-year growth since its inception. The Client has also received a number of industry awards and recognition as one of Singapore’s leading and most trusted financial advisory groups.
In 2016, the firm underwent administrative and operational streamlining. One area impacted by the changes was customer acquisition. The new business development strategy assigned prospecting and nurturing responsibilities into a single in-house team, which sometimes resulted in the same individual doing the tasks of researching prospects, screening contacts, booking introductory meetings, and following up on opportunities.
The client wants its business development team to concentrate on bottom-of-funnel activities, so that they can devote more time and effort to crucial points in the conversion funnel. The firm plans to delegate most activities in its current prospecting process to a reputable third-party provider.
• Completed a highly successful campaign for an SG financial advisory group targeting a niche market
• Enhanced quality of sales conversations by enabling the Client’s in-house team to concentrate on bottom-of-funnel engagement
• Accelerated the Client’s conversion cycle through a combination of personalized emails and targeted calls
THE CALLBOX SOLUTION
The Client chose Callbox after evaluating a number of options, citing Callbox’s extensive project portfolio of Singapore campaigns along with its flexibility to seamlessly integrate into the Client’s ongoing business development workflow.
Callbox then closely collaborated with the Client to develop a campaign plan that combines personalized email touches with targeted phone calls to:
- Identify UK expatriates who fit the Client’s ideal customer profile
- Qualify contacts based on interest
- Collect and verify prospect data
Some key campaign activities include:
1. The Client provided its own contact list to be used in the campaign, which was then thoroughly profiled by the Callbox team. 2. The Client’s list was cross-matched with records in Callbox’s in-house database as well as validated using external data sources. 3. Before being deployed, the list underwent a final round of data scrubbing where inaccurate, duplicate, and missing records were fixed. The updated list was handed over to the Client at the end of the campaign.. 1. The Client also provided its own outreach email template, which was then reviewed by the Callbox team. 2. Callbox prepared the rest of the templates for the campaign, including copies for follow-ups, targeted send-outs, and triggered responses. 3. The Callbox team also designed and tested the various landing pages used in the campaign, as well as optimized each email component.. 1. The Callbox team came up with a call script designed to achieve all three campaign objectives. 2. Agents qualified every prospect with probing questions that identified their suitability and willingness to schedule an initial phone appointment with one of the Client’s financial advisors. 3. The Client kept track of the campaign’s results in real-time through Pipeline, Callbox’s proprietary CRM and lead management tool.
1. The Client provided its own contact list to be used in the campaign, which was then thoroughly profiled by the Callbox team.
2. The Client’s list was cross-matched with records in Callbox’s in-house database as well as validated using external data sources.
3. Before being deployed, the list underwent a final round of data scrubbing where inaccurate, duplicate, and missing records were fixed. The updated list was handed over to the Client at the end of the campaign..
1. The Client also provided its own outreach email template, which was then reviewed by the Callbox team.
2. Callbox prepared the rest of the templates for the campaign, including copies for follow-ups, targeted send-outs, and triggered responses.
3. The Callbox team also designed and tested the various landing pages used in the campaign, as well as optimized each email component..
1. The Callbox team came up with a call script designed to achieve all three campaign objectives.
2. Agents qualified every prospect with probing questions that identified their suitability and willingness to schedule an initial phone appointment with one of the Client’s financial advisors.
3. The Client kept track of the campaign’s results in real-time through Pipeline, Callbox’s proprietary CRM and lead management tool.
Callbox carried out the campaign until all records in the Client’s list were contacted and followed up. It took the team two months to complete the project. Most of the campaign’s initial stages were spent on email outreach. Some key results of the campaign’s email marketing activities include:
- 98.3% delivery rate
- 33.8% open rate
- 13.0% click-through rate
The campaign’s 46 qualified appointments began trickling in near the end of the first month (17 appointments) and increased in the second month (29 appointments), as warm contacts during the email outreach phase started converting into qualified prospects.
While the Client hasn’t specified how much of the 46 phone appointments it expects to close as new customers, the Client says the quality of conversations with the Callbox-supplied opportunities has prompted an upward adjustment to its pipeline growth forecast.
NZ B2B Media Company On Track to Hit Targets with Callbox
The Client provides corporate video production services to a wide range of businesses and organizations in New Zealand. The company specializes in video projects for advertising, corporate communications, event coverage, and motion graphics.
All industries (except competitors)
Sales and Marketing Manager, HR Manager, CEO, Managing Director, Director, Training Manager, Health and Safety Manager, Operations Manager, Product Manager
The Client offers video production services to corporate and business customers all over New Zealand. The company maintains a portfolio of video projects used in internal and external communications, company profiles, corporate announcements, events coverage, customer testimonials, product guides, training resources, and promotional materials.
The company recently ramped up its customer acquisition objectives, with particular focus given to mid-sized organizations located in the Auckland and Hamilton areas. The Client wanted to grow its market share in the “Golden Triangle” region, where the company expects demand for corporate video productions to outpace the rest of the country.
In order to meet its new targets with the sales resources and manpower it currently has, the Client believes it’s going to need the help of a third-party agency doing much of the top-of-funnel prospecting legwork, so that its sales development team can exclusively focus on mid- to bottom-of-funnel stages.
• Combined one-on-one sales calls with targeted email outreach to drive conversations in successful NZ campaign
• Handed off qualified sales appointments that match Client’s target customer profile and level of solution fit
• Helped Client increase both sales opportunities and pipeline value
THE CALLBOX SOLUTION
The Client partnered with Callbox after reviewing proposals from a number of marketing agencies. Callbox met all the Client’s requirements in terms of value and experience, with the Client saying that the extensive New Zealand records in Callbox’s proprietary database was a key determining factor.
Callbox then closely collaborated with the Client to plan out a 3-month appointment setting campaign that integrated one-on-one calls with targeted email outreach. The campaign’s overall goal was to introduce the Client’s video production services to relevant decision makers from companies in its target industries and to book qualified prospects for a meeting with the Client’s reps.
1. Callbox compiled the target list which included various job titles relevant to the Client’s suite of video production services. 2. The Client reviewed and approved the call script which was prepared by the Callbox campaign team. Aside from probing questions, the script also included items designed to gather other pertinent information from the prospects. 3. Successful calls included contacts who expressed interest to know more or currently have a definite video production requirement. Prospects who agreed to meet with the Client’s reps over the phone or at their office were tagged as qualified appointments. 1. Callbox created the template for initial email outreach, while the Client provided the template used to send out additional materials. 2. The Callbox team continuously tracked and refined each component of the email marketing campaign in order to maximize response rates. 3. The Client received real-time campaign updates and helped plan email marketing cadence using Callbox Pipeline, the company’s proprietary CRM and marketing automation tool.
1. Callbox compiled the target list which included various job titles relevant to the Client’s suite of video production services.
2. The Client reviewed and approved the call script which was prepared by the Callbox campaign team. Aside from probing questions, the script also included items designed to gather other pertinent information from the prospects.
3. Successful calls included contacts who expressed interest to know more or currently have a definite video production requirement. Prospects who agreed to meet with the Client’s reps over the phone or at their office were tagged as qualified appointments.
1. Callbox created the template for initial email outreach, while the Client provided the template used to send out additional materials.
2. The Callbox team continuously tracked and refined each component of the email marketing campaign in order to maximize response rates.
3. The Client received real-time campaign updates and helped plan email marketing cadence using Callbox Pipeline, the company’s proprietary CRM and marketing automation tool.
The campaign began by initiating contact and nurturing warm leads through targeted email outreach. Accordingly, most of the results generated during the campaign’s first couple of weeks were almost exclusively related to email marketing initiatives, including average delivery rates of 98%, open rates of 33%, and CTRs of 7%.
As the initial phase started winding down during the second half of the first month, the campaign began seeing steady appointment setting results. Here’s a month-by-month breakdown:
- 1st Month: 12 qualified appointments
- 2nd Month: 13 qualified appointments
- 3rd Month: 15 qualified appointments
Out of the 40 total qualified appointments, the Client expects to turn 75% (or 30) into sales-qualified opportunities. With average close rates of 60%, the Client can potentially generate around 18 new customers from the campaign within the next sales cycle.
High-Growth SaaS Startup Boosts Momentum with Callbox Campaign
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.
Third-Party Logistics (3PL), Transporters, Delivery Services, Courier Services, Movers/Moving Services, Field Services, Field Services
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.
• 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: 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. 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.
Some key activities from the campaign include:
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.
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.
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.
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Micro Market Provider Forecasts Pipeline Value Growth After Campaign
The Client provides a comprehensive suite of food and beverage vending solutions for small- to- mid-sized businesses, including its proprietary line of self-service workplace micro markets. The company also offers a broad range of corporate dining and refreshment services, such as office coffee services as well as catering and pantry services.
Agriculture, Mining, Construction, Manufacturing, Transportation, Wholesale and Retail, Finance, Professional Services
Workplace micro markets are fast becoming a more popular alternative to traditional office vending machines. Micro markets offer a healthier and more diverse selection of food, drinks, and snacks at companies where having a full-service cafeteria or kitchen isn’t an option. They provide businesses and employees better convenience, increased efficiency, and greater wellness benefits.
The Client is looking to capture a bigger slice of the growing demand for micro market solutions, particularly among mid-sized companies in the Minneapolis-St. Paul area. Its current (mostly inbound) marketing program generates an average of 10 appointments per month, of which 30% become salesqualified. The company’s sales team can close around 40% of these opportunities as new customers.
To achieve its expansion goals, the Client realizes it has to increase the flow of leads and appointments into its pipeline. That’s why the Client wants to complement its inbound marketing initiatives with targeted, outbound prospecting tactics.
But with its in-house marketing team and sales reps already facing hectic workloads, the Client understands it needs to outsource a good deal of top-of-funnel outbound marketing activities, such as prospect research and prequalification.
• Launched a highly successful integrated appointment setting campaign that leveraged both live phone conversations and email marketing
• Delivered appointments, leads, and sales intelligence to boost Client’s marketing efforts
• Increased Client’s pipeline in terms of number of opportunities and potential value
THE CALLBOX SOLUTION
The Client partnered with Callbox after short-listing a number of third-party marketing agencies. The company says Callbox’s consultative approach at helping the Client narrow down its marketing needs, plus Callbox’s multichannel marketing philosophy, set it apart from the other candidates it was evaluating.
The Callbox team then closely worked with the Client to develop a campaign plan for a three-month pilot program. They agreed on a targeted appointment setting strategy that combined live phone conversations with email touch points in order to:
• Gauge the product fit and buying intent of potential customers for its micro market packages
• Book qualified prospects for a face-to-face meeting with the Client’s reps
• Collect additional prospect information to help the Client nurture leads and opportunities
The effort started out with a thorough analysis of the Client’s ideal customer profile. This consisted of companies operating in the Minneapolis-St. Paul area belonging to any of 8 two-digit SIC groups, with between 250 to 500 employees.
The Client also wanted to prioritize companies with at least 100 employees working at a single location in order for its self-service micro market kiosks to tap into sufficient foot traffic.
1. Callbox prepared the campaign call list based on the Client’s requirements. The Client also handed Callbox a list of Minneapolis-St. Paul companies that were already in the Client’s pipeline or its current customers.
2. Callbox also drafted the campaign call scripts which included probing questions tailored to achieve the three objectives outlined earlier.
3. Agents contacted key decision makers in the target companies and classified these prospects as qualified appointments (those who agreed to meet with a Client rep) or completed leads (those that indicate interest in micro market offerings).
1. The campaign leveraged targeted emails in order to warm prospects up, send out marketing materials, and follow up on previous touch points.
2. The campaign team’s email specialists crafted personalized email templates and tested each email component (subject lines, email copy, sending schedules, landing page, etc.) to achieve optimal response rates.
3. The Client received real-time campaign updates and helped plan email marketing cadence using Callbox’s Pipeline CRM tool.
The pilot campaign ran for a total of 66 days (22 days per month) and met all its objectives. As with most Callbox multi-touch, multi-channel appointment setting projects, the campaign’s initial phase was spent warming up contacts and refining campaign targets through email outreach, which produced engagement results in line or better than industry benchmarks: delivery rates of up to 98%, open rates of up to 32.8%, and Click-through Rates of up to 13%.
These early touch points paved the way for conversions (booked appointments and completed leads) to start trickling in after the campaign’s third week. Broken down by month, the results of the appointment setting activities are:
• 1st Month: 11 qualified appointments, 17 completed leads
• 2nd Month: 29 qualified appointments, 47 completed leads
• 3rd Month: 41 qualified appointments, 39 completed leads
Using the Client’s current funnel metrics, the 81 qualified appointments potentially translate into an additional 24 new sales-qualified leads, which in turn can be converted into 10 new customers. With an average deal size of $5,000 per month, the Client is looking at an increase of $600,000 in annual sales from the pilot campaign.
Outbound Campaign Fast-tracks Inbound Results for Business Travel Platform
The Client is the corporate travel management arm of a leading online travel agency. the company provides end-to-end business travel solutions tailored for every stage in the travel cycle. Its primary products and services include its flagship online booking platform, a full suite of travel management and reporting tools, and personalized account management and consulting.
Shortly before first contacting Callbox, the Client was in the middle of a key strategic refocus that aimed to expand the company’s footprint in the growing SME business travel segment. The Client had already developed specific packages and solutions tailored for small and medium-sized companies’ needs and was looking to acquire more SME accounts.
To help drive awareness and generate interest in its SME-focused offerings, the company launched a number of lead generation initiatives that included publishing a comprehensive whitepaper on creating and deploying a company travel policy.
The Client wanted to reach new prospects with this content asset but encountered mixed results with the distribution and promotion tactics they were using (which mostly consisted of inbound channels like SEO, social media, and online promotion).
Downloads average 6 per week (although this went up as high as 11 in the first full week after publication) and marketing-qualified lead (MQL) conversion rates didn’t meet the Client’s targets.
After considering other options for distributing the whitepaper, the Client decided to include outbound channels in its content promotion mix. But, having no outbound expertise of its own, the Client began looking for a third-party lead generation vendor to handle the outbound portion of the campaign.
• Launched a targeted, integrated lead generation campaign to promote a key content asset and qualify prospects
• Doubled the number of whitepaper downloads and increased the content’s conversion rate
• Increased the volume and quality of MQLs in the Client’s pipeline
THE CALLBOX SOLUTION
The Client chose Callbox after a thorough evaluation process, pointing out that Callbox’s multi-channel approach at lead generation and prospecting best met their goals. The Callbox team then prepared a campaign plan for a 3-month lead generation program with the following objectives:
• Increase the number of hand-raisers from its whitepaper
• Qualify prospects based on their ability to influence business travel decisions
• Collect key information to profile each prospect
The campaign carried out direct, targeted outreach through live conversations with the target prospects enhanced through email, social media, and online channels. The decision makers included HR directors, HR managers, CFOs, finance directors, administrative managers, CEOs, and other persons in charge of expense management/ procurement from companies all over the U.S. with annual revenues not exceeding $10 million.
1. Callbox prepared all materials used in the campaign. These were reviewed and approved by the Client. The materials included the campaign contact list, call scripts, email templates, and landing pages.
2. Calling agents engaged the target prospects through one-on-one conversations which served to promote the whitepaper and to qualify the leads.
3. The campaign used emails to add another layer of touch points for distributing the whitepaper, as well as leveraged the LinkedIn platform to increase reach and visibility.
The targeted lead generation campaign ran for a total of 66 days (22 days per month). As with most of Callbox’s multi-touch, multi-channel lead generation projects, leads only began trickling in after the first two weeks of the campaign. That’s because the campaign’s opening phase focused on initiating contact and nurturing prospects through email which maintained open rates of 32.2% and click-through rates of 9.7%.
Broken down by month, the lead
generation activities produced the
The company travel policy whitepaper was downloaded a total of 189 times during the three-month campaign period, which gave a weekly average of nearly 16 downloads (or twice the pre-campaign rate). The Client also mentioned that 80% of the 109 leads (or 88 leads) were already MQLs.
The Client provides CRM, website, and digital solutions for automobile dealerships. The company works with dealers of all sizes that are looking to optimize their customer-facing, back office, and IT workflows. The Client operates out of Ontario and primarily sells to dealerships representing major automotive brands all over the province.
The Client specializes in IT solutions for automotive dealerships designed to streamline sales, marketing, and customer support processes. These solutions include end-to-end ecommerce portal, reputation management services, lead generation services, website conversion optimization tools, and fully integrated CRM platform. The Client targets both franchised and independent dealerships throughout the province of Ontario.
In order to sell to this market, the Client employs a small sales team that performs both marketing and sales responsibilities. The team assigns prospecting activities to an inside sales rep who carries out much of the research and initial contact.
Meanwhile, in-person and phone follow-ups are delegated to the rest of the team. The company’s average sales cycle ranges between 3 to 6 months.
The Client already does business with a sizeable number of dealerships primarily in the Greater Toronto Area and other regions in the province. The company wants to expand its reach into other Ontario locations.
To achieve its growth objectives, the Client thinks it needs to outsource part of its marketing efforts, particularly lead generation and appointment setting, so that their sales team can focus on nurturing and follow-up.
The Callbox Solution
The Client partnered with Callbox after a thorough vendor selection process, citing Callbox’s long-term experience in complex-sale IT solutions as the main deciding factor. Callbox then developed a 3-month multi-touch, multichannel appointment setting program that would perform much of the prospecting work currently done by the Client’’s sales team.
The campaign plan consists of targeted one-on-one outreach with CIOs, IT managers, and IT directors from auto dealerships in Ontario (except those located in Ottawa), via live conversations enhanced with email and social media touch points.
- The Callbox team compiled the list of prospects to be targeted in the campaign based on the Client’s specifications as well as analysis of its ideal customer profile.
- The Callbox team also prepared the call script which included probing questions to qualify the prospect and set a follow-up meeting. The team closely consulted with the Client for review and approval of the script.
- Contacts who agreed to a scheduled face-to-face or phone meeting with a Client’s rep were labeled as qualified appointments.
- The Callbox team crafted and tested two email templates used in the campaign: the introduction email (which warmed up prospects for upcoming campaign touchpoints) and targeted send-out emails (which were sent in response to requests for information).
- The campaign team followed email marketing best practices, such as segmentation and personalization using various attributes for each target auto dealer and prospect.
- The campaign’s email specialists handled prompt response and other actions based on prospects’ activity.
- The team used LinkedIn to engage positive contacts from the call and email channels.
- The Callbox team also enhanced prospect information by appending data gathered from contacts’ LinkedIn profiles and activity.
- The team’s social media specialist performed tasks such as joining groups, handling InMails, building new connections, and other activities to boost the Client’s visibility and branding on the platform.
The three-month (66-day) appointment setting campaign helped the Client increased the number of sales appointments in its pipeline. As is typical for Callbox’s multi-touch, multi-channel campaigns, most of these appointments were recorded only after the first two weeks. During the campaign’s opening phase, the Callbox team focused on the email outreach and LinkedIn activities. For the entire campaign, the team was able to generate the following social media results:
• Connections made: 173
• Groups joined: 173
• InMails received: 32
A monthly breakdown of results from the appointment setting activities is as follows:
• 1st month: 24 qualified appointments
• 2nd month: 16 qualified appointments
• 3rd month: 17 qualified appointments
By the end of the campaign, the Callbox team handed off a total of 57 qualified appointments to the Client’s reps. The Client estimates that 80% of these will become sales qualified leads (SQLs) and, based on past sales performance, the reps can close about half to around two-thirds of SQLs. That means the Client can potentially close 23 to 30 new auto dealerships from this campaign in the next six months.
HK-Based Industrial Supplier Widens Market Lead with Callbox’s Help
The Client manufactures and distributes industrial supplies such as decorative stainless steel sheets and other ornamental products used in interior fit-out projects. The company’s headquarters is located in Hong Kong, and it carries out the bulk of its manufacturing operations in Guangzhou, China.
Roofing, Siding, and Sheet Metal Work; Fabricated Structural Metal Products; Miscellaneous Structural Metal Work; Elevators and Moving Stairways; Architectural Services; Building Construction, General Contractors, Operative Builders
Since 1988, the Client has been providing custom decorative building materials throughout Southeast Asia and Australia. Its products include colored stainless steel, decorative glass films, elevator decoration modules, and stainless steel fabrication. The company primarily sells to architects, designers, contractors, property developers, construction suppliers, and other industrial vendors in the region.
The Client says it relies on two key advantages to attract customers and set its products apart from competitors:
1. First is its broad sales and service network across the region, which enables prompt supply and delivery.
2. Second, the Client focuses on design customizability, so that products are tailor-made according to each customer’s specifications.
Before the campaign, the Client’s sales development model placed much of the prospecting and lead qualification burden on sales reps.
Sales was responsible for finding potential customers and booking introductory appointments with prospects, without much in the way of prior screening. Under this setup, the Client estimated that reps were spending less than a third of their time actually talking to prospects, which dragged down both sales productivity and the quality of the customer’s buying experience.
Accordingly, the company has been planning to reassign lead generation and appointment setting responsibilities to its marketing team, but this department is mostly staffed by creatives who are already on tight schedules churning out product materials and sales collaterals.
It was clear that the Client needed to outsource prospecting and lead qualification. But since the company was selling highly-customized products across different geographic markets, the Client wanted to partner with an agency that had both industry knowledge and regional experience.
• Completed successful appointment setting campaign that targeted prospects from key industries in six different APAC countries
• Helped the Client increase sales productivity by taking over most of its reps’ prospecting responsibilities time window
• Provided the Client with sales intelligence to make conversations with potential customers more relevant and personalized
THE CALLBOX SOLUTION
After a thorough selection process, the Client chose Callbox as its outsourcing partner. Callbox had an extensive project portfolio of APAC campaigns carried out on behalf of manufacturers and industrial suppliers, including campaigns that covered the Client’s target countries.
Callbox and the Client worked out a three-month appointment setting campaign with the main goal of handing off qualified leads and appointments to the Client’s sales teams based in Australia, the Philippines, and Singapore.
1. Callbox compiled the campaign contact list based on the location, SIC codes, job titles, and annual revenues specified by the Client. 2. The call script introduced the Client’s decorative steel sheet products, and included probing questions that determined fit and need. 3. Contacts who agreed to a face-to-face or a phone meeting were handed off as qualified appointments. The Callbox team also identified and updated key decision makers and other prospect information. 1. The Callbox team prepared cold email templates that served as initial touch points before reaching out to prospects via phone. 2. The campaign also used targeted send-outs to distribute other marketing materials to contacts who wanted to know more about the Client’s products. 3. Email automation schemes were created using the Lead Nurture tool, Callbox Pipeline’s built-in drag-and-drop marketing automation platform.
1. Callbox compiled the campaign contact list based on the location, SIC codes, job titles, and annual revenues specified by the Client.
2. The call script introduced the Client’s decorative steel sheet products, and included probing questions that determined fit and need.
3. Contacts who agreed to a face-to-face or a phone meeting were handed off as qualified appointments. The Callbox team also identified and updated key decision makers and other prospect information.
1. The Callbox team prepared cold email templates that served as initial touch points before reaching out to prospects via phone.
2. The campaign also used targeted send-outs to distribute other marketing materials to contacts who wanted to know more about the Client’s products.
3. Email automation schemes were created using the Lead Nurture tool, Callbox Pipeline’s built-in drag-and-drop marketing automation platform.
The campaign ran for a total of three months (or 66 business days), with the first two months focusing on prospects in Australia, the Philippines and Singapore. During the third month, the campaign widened the target areas to include Indonesia, Malaysia, and Thailand.
Because Callbox follows a multi-touch, multi-channel appointment setting strategy, the first couple of weeks in this campaign are spent introducing the Client and warming up promising contacts through emails. Most appointments are generated after this initial phase, as shown in the monthly breakdown below (although the early outreach stage is repeated during the third month for the prospects in the additional target areas):
• Month 1: 14 qualified appointments
• Month 2: 22 qualified appointments
• Month 3: 12 qualified appointments
With the Client’s reps spending more time talking to qualified prospects, the company believes it can increase its lead-to-opportunity rate to 75% and its opportunity-to-close rate to 50%. Using these benchmarks, the Client expects to potentially convert 18 of the Callbox-generated appointments into new customers this year.
To increase sales productivity, Callbox provides support to its clients by giving their sales teams access to a full stack of sales and marketing tools that drive up lead conversion. Equipped with decades of marketing expertise and powered by intuitive sales technology, Callbox helps companies grow their business exponentially.
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