Targets to Sales-Ready Leads with a 50% Shorter
Lead Nurturing Cycle

Contacts

The Callbox Data Warehouse is comprised of over 50 million business records in over 7 countries. With the aid of our Data Specialist and our data mining tools, the client was able to zero in on the portion of this data pool that matched their market criteria.

Conversations

To begin converting inert contacts into leads, Callbox initiated a Conversation – an exchange over phone or email with a decision maker. Multiple contact attempts and pre-conversations with non-decision makers (gatekeepers, recommenders and evaluators) were often needed in order gather information on and establish contact with a decision maker. In the conversation stage, the decision maker was given a presentation of client’s offer.

Inquiries

Positive responses to a presentation were classified as inquiries. Inquiries often involved an initial request for information (brochure). Some cases required Callbox to make follow up calls and/or emails to confirm interest and check if the lead is ready to move to the next stage.

Qualified Leads

Whenever a decision maker makes a contact request to get a full presentation and/or formal proposal from the client, the lead is said to have graduated to this stage. In cases when the prospect had an immediate need and very high level of interest, the leads were converted directly into Qualified Leads from the Conversation stage.

Booked Appointments

In this stage, final preparations were made prior to endorsing the lead to the client. As required by the client’s qualifying criteria, screening questions were asked according to the approved call script. The prospect was also booked for a face-to-face or phone appointment with the client’s representative.

Targeted Email

Email copies were formulated to have attention-grabbing subject lines, brief but precise body text and compelling calls to action in order to generate the most opens and replies. A total of 15,000 initial and follow-up emails were sent via Callbox’s email system — fully equipped with open and click tracking, and KPI reporting. The campaign’s Lead Nurturing schemes relied mostly on Callbox Pipeline’s programmable email marketing triggers.

Calling

Outbound calls facilitated by Callbox’s Dialer System ensured that more than 200 live calls were made 8 hours a day, 5 days a week. Callbox Pipeline also allowed the calling agent to efficiently leave pre-recorded voicemail messages.

Web Visits

A landing page was created to complement the campaign’s outbound efforts via email and calling. Designed with professional and marketing aesthetics in mind, it featured the client’s brand and highlighted the main features of the client’s software. The landing page was also equipped with a web form to allow prospects to send in a contact request.

Social Media

Callbox Pipeline’s integrated Linkedin features allowed the Callbox team to find matching Linkedin profiles for each prospect in the contact list. Linkedin connection requests were sent to as many contacts as possible with an accompanying introduction text. Client also opted to have Callbox send out messages to all connections made as another possible avenue to generate leads.

Postal Mail and SMS

The client was one of the first to take advantage of Callbox’s supplementary snail mail and SMS capabilities. For this campaign, these channels were used to deliver promotional postcards to the prospects’ business address and send out mobile appointment reminders.

Contacts who opened the email and visited the landing page were added to a Priority Call List for further nurturing by phone.

Email responses and inquiries from the landing page are logged into the Callbox Pipeline and inquiries not converted into booked appointments after three days were lined up for a round of follow-up emails.

By the end of the Online Lead Nurturing Cycle, all contacts with no opens recorded were also collected into another Call List, to which the Call Lead Nurturing Scheme was applied.

Supplementary Flowchart:
Appendix A – Online Lead Nurturing Scheme

Web Inquiries

Prospects were led to the landing page primarily via email sendouts. Each contact request sent in by a prospect was received by the Callbox team as an email notification and treated as in inquiry.

Campaign Results

Production and other KPIs

By the end of the campaign term, the client was averaging 12 face to face meetings and 23 phone appointments per week. The client’s sales team was able to move 82% of all appointments into proposal stage and garnered 2 closed deals within the first two weeks, generating a three-fold return from their initial investment in the Callbox campaign.

Of the 15,719 emails delivered, 2247 opens (14.3%) and 193 click-throughs (1.2%) were recorded. 218 inquiries were generated out of 943 total replies received. Email marketing contributed to roughly 38% of all appointments generated while meetings from contact form inquiries comprised another 9%.

Out of the 9046 records comprising the initial campaign list, 7870 records (87%) were fully profiled, complete with verified names, job titles and email addresses.

“Both my marketing team and sales team are very happy. Marketing sits back and only has to monitor because they have done their job on the setup and almost everything is automated; while my salesforce are very busy fulfilling booked appointments.” says the Client’s CEO

Below is the number of Targets on each stage of the Marketing Funnel after only 12 weeks in the Callbox Multi-touch Multi-channel Lead Nurturing Campaign.

With the Client’s previous telemarketing and email marketing service providers, the Client was able to convert 2% of raw targets into booked appointments only after running the campaigns for about 6.5 months or 26 weeks. Callbox cut this time into half, and significantly moved more targets into the later stages of the marketing cycle. This was enough to convince the Client to expand the number of campaigns they are running with Callbox.

Marketing Funnel Conversion Summary