Cyber security case study
Integrated Cold Calling and Email Turbocharge a Successful Campaign
A cyber security solutions provider hired us to follow up by phone with key contacts from a large trade show and technology conference. The calls were working, but the client wanted to email each attendee first and could not find an affordable way to do it. This cold calling and email campaign case study shows how we solved it.
- More qualified leads weekly An increased number of leads per week with qualified prospects.
- Clear ROI The client could identify which leads brought revenue.
- Lasting brand awareness Incremental brand awareness that endured after the conference.
Service engagement
What the campaign included
- Calling Campaign
- Email Campaign
- Lead Generation
- Lead Qualification
This was a multi phase trade show follow-up program. Our callers contacted attendees, generated new sales conversations and qualified interest. The email step, added partway through, prepared each contact for the call so the conversation started from a warmer place. The combination is a good example of how B2B lead generation and lead qualification work together.
Client challenges and goals
A missing step in a working campaign
The client engaged B2B Appointment Setting to conduct follow up calls with key contacts made at a large trade show and technology conference. The call campaign had been running successfully for quite some time, but they ran into a problem related to the conference attendees.
They planned to send an email to each attendee prior to the follow up call from B2B Appointment Setting but could not find an easy, cost effective solution. Without that first touch, the calls would arrive with less context than the client wanted.
The goals of the campaign included:
- Contacting conference attendees by email prior to the follow up calls by B2B Appointment Setting to establish a relationship.
- Expanding the company’s sales outreach through follow up contact.
- Qualifying leads.
Solutions
Solving a problem outside our usual services
As a result of the problem the client faced in the email phase of the campaign, they reached out to B2B Appointment Setting to see if we could offer an affordable resolution. Although we didn’t offer a service for sending mass email blasts at the time of the campaign, our data manager researched and found a viable resource we could use to meet the client’s needs. When the client was contacted with the solution, they were thrilled.
- 01
Research an email option
Our data manager researched and found a viable, affordable email resource the campaign could use.
- 02
Add email to the calling plan
We incorporated the new email platform into the planned calling campaign, an “outside the box” effort to help the client.
- 03
Integrate calling and email
We updated our process to integrate the calling and emailing program as a standard process for even bigger success.
- 04
Keep the cost reasonable
The service was added to the campaign at a very reasonable cost that met the client’s objectives.
Why does an email before the call help? Trade show contacts meet dozens of vendors in a few days. A short email reminds them who you are and why you are reaching out. When the caller follows up, the prospect has context, and the conversation can move quickly to whether there is a real need.
Results
The results the client reported
- Able to clearly determine ROI by identifying leads that bring revenue.
- They obtained an increased number of leads per week with qualified prospects.
- Gained incremental brand awareness which endured post conference.
- The company also saw a distinct improvement in the quality of the leads they received.
Better quality and a clearer line from lead to revenue are what make an event worth attending. The integrated approach helped the client see which conference conversations turned into business, and kept its name in front of attendees long after the event ended.
The highlights
Problem solving that went beyond the brief
B2B Appointment Setting solved the client’s problem with a solution that was not previously in our services offering. Our key goal was to use business expertise and experience to solve the problem for the client, even if it required thinking “outside the box” and implementing a new service.
The client needed an affordable solution for one phase of their multi phase trade show follow up campaign. When they realized they didn’t have a viable solution for another phase, they turned to B2B Appointment Setting and relied on our years of experience to resolve a problem with a service we did not even offer at the time.
As a result of smart problem solving, expertise in the lead generation business, knowledge and experience, B2B Appointment Setting was able to respond with the best answer to a perplexing problem.
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 are planning follow-up for your next trade show or conference, we can help you design the sequence before the event ends. Read how another client replaced its vendor in our food products case study, or talk to us about your event follow-up.
Why combine email with cold calling for trade show follow-up?
An email before the call gives the attendee a reminder of who you are and why you are following up. When the caller reaches them, the prospect already has context. In this campaign, integrating the two helped the client get more qualified leads per week and a distinct improvement in lead quality.
Did B2B Appointment Setting offer email campaigns at the time?
No. We did not offer a service for sending mass email blasts when this campaign ran. Our data manager researched and found a viable resource that met the client’s needs at a very reasonable cost. We then made integrated calling and email a standard part of our process.
How did the client measure return on investment?
The integrated campaign made it possible to clearly determine ROI by identifying which leads brought revenue. Because each contact was emailed, called and qualified in a consistent sequence, the client could trace conference conversations through to the business they produced.
What kind of leads did the calls produce?
The goal was qualified leads, not just contacts. Our callers followed up with key people met at the conference, expanded the client’s sales outreach and qualified interest. The client reported an increased number of leads per week with qualified prospects and better overall lead quality.
Can this approach work for events other than trade shows?
The same idea applies to any list of warm contacts, such as webinar registrants, conference attendees or people who visited your booth. A short introductory email followed by a well-prepared call helps turn a brief first contact into a real sales conversation. We plan the sequence around your event and audience.
Keep exploring
Related services and results
See how the pieces fit together, or talk to us about the campaign you have in mind.
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Lead Qualification
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Beating the Big Guys
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Turn event contacts into qualified leads
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