Digital marketing case study
Global Digital Marketing Solutions Provider: A Franchise Appointment Setting Case Study
When a franchisee of a leading global digital marketing provider found it hard to identify qualified prospects, it asked us to help build a calling campaign. When the market changed, so did the tactics. This franchise appointment setting case study shows how a strategic re-launch lifted lead quality and became standard practice across the franchise.
- Better leads in 6 months A significant increase in lead quality after the strategic re-launch.
- Adopted franchise-wide The new tactic became standard practice in all franchisees’ campaigns.
- Adapted over 3 years Market changes prompted new tactics the clients hadn’t tried before.
Service engagement
What the campaign included
- Appointment Setting
- List Acquisition
The campaign booked face-to-face meetings between franchisees and local small to medium sized businesses looking for a digital marketing solution. List acquisition gave callers the right local businesses to contact. Together, B2B appointment setting and a well-built list gave each franchisee a steady flow of conversations in its own territory.
Client challenges and goals
Standing out in a crowded local market
When a franchisee of the leading global digital marketing provider found it challenging to identify qualified prospects, they reached out to B2B Appointment Setting to help them build a campaign.
Local digital marketing is a crowded field. Small business owners hear from agencies, freelancers and software vendors all the time. A franchisee needs a clear reason for a business owner to take a meeting, and a way to reach the owners who are actually looking for help.
The goals of the campaign included:
- Differentiating themselves in their local marketplace.
- Scheduling face-to-face meetings with local small to medium sized businesses seeking a digital marketing solution.
- Creating brand awareness for the franchise in their local markets.
Solutions
A campaign that changed with the market
Initially, B2B Appointment Setting created and executed a call campaign to schedule face-to-face meetings with local small to medium sized businesses. However, a change in the marketplace warranted new tactics, which were incorporated into the campaign as well.
- 01
Differentiate the offer
We built a campaign that set the client’s offerings apart from the competitive field.
- 02
Book face-to-face meetings
Callers scheduled meetings with local small to medium sized businesses seeking digital marketing help.
- 03
Adapt to market change
When the marketplace shifted, we employed new tactics to improve the campaign.
- 04
Re-launch with a new strategy
Knowledge, experience and expertise shaped a re-launch built around the client’s individual needs.
Campaigns that run for years need to evolve. Buyer habits change, competitors change, and a message that worked last year may not work today. We watch for those signals in the calls themselves and bring recommendations to the client. The results depend on the client being willing to test something new, as this one was.
Results
The results the clients reported
- A significant increase in the quality of leads received within 6 months of following the campaign’s new strategic re-launch.
- The new tactic was incorporated as a standard practice in all franchisees’ campaigns.
Working with B2B Appointment Setting and following the recommendations provided, the clients saw the improvement come from quality, not just volume. Better leads mean franchisees spend their time in meetings with businesses that genuinely need digital marketing help. Our B2B lead generation services are built around the same goal.
The highlights
Open to new tactics
The clients were open to recommendations of new tactics for the calling campaign and agreed to execute the campaign accordingly. Due to the success of the new program, the clients incorporated the new tactic as a standard practice in all franchisees’ campaigns.
Being open-minded to changes in the marketplace that occurred over a 3 year period prompted them to test tactics they hadn’t used before. It resulted in tremendous success for them.
The difference
The B2B Appointment Setting difference
B2B Appointment Setting specializes in complex calling campaigns. Thorough preparation, positivity, experience, consistency and tenacity are some of the ways B2B Appointment Setting agents continue to deliver outstanding value for clients of all sizes.
If you run a franchise or a multi-location business, a campaign that works in one territory can often be repeated in others. Read how a large company tested us against its vendor in our food products case study, or contact us to talk about your local markets.
Can appointment setting work for franchise businesses?
Yes. In this campaign, we booked face-to-face meetings between a digital marketing franchisee and local small to medium sized businesses. Because franchisees share an offer but work separate territories, a tactic that succeeds in one market can be tested and rolled out in others, as happened here.
What changed when the campaign was re-launched?
A change in the marketplace warranted new tactics. We recommended changes, the clients agreed to test them, and the campaign was re-launched with a new strategy. Within 6 months of following the re-launch, the clients reported a significant increase in the quality of leads received.
Why does list acquisition matter for local campaigns?
A local campaign is only as good as the businesses on its list. Acquiring the right list means callers spend their time with small and medium businesses in the franchisee’s territory that fit the offer, rather than companies outside the area or with no need for digital marketing help.
How do you help a franchisee stand out from local competitors?
We built a campaign that differentiated the client’s offerings from the competitive field. That means leading with what makes the franchise different and focusing on businesses actively seeking a digital marketing solution, so the meeting request feels relevant rather than like one more sales pitch.
How long should a calling campaign run before changing tactics?
There is no fixed schedule. This client’s campaign adapted to market changes over a 3 year period. We watch results and feedback from calls, and recommend new tactics when the market shifts. Being open to testing those changes is what produced the improvement here.
Keep exploring
Related services and results
See how the pieces fit together, or talk to us about the campaign you have in mind.
B2B Appointment Setting
B2B appointment setting that turns outreach into qualified sales meetings. See how campaigns work, what you receive, and how to choose a partner. Talk to us.
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Lead Generation
Outsourced B2B lead generation services that find, contact, and qualify the right buyers so your sales team can focus on closing. Request a consultation.
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Beating the Big Guys
One of the largest private U.S. companies tested us against its big incumbent vendor. See how we won with better appointments, then plan your own test.
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Request a consultation
Win more meetings in your local markets
Tell us about your territories and ideal customers. We’ll help you plan a campaign that books meetings with the right local businesses.