ABM strategy for a telecom company that brought 97 appointments and 144% KPI

Client’s challenges

1. Need for growth.The client’s No. 1 challenge was promoting their portable router, GO, to new markets since they had little experience in expansion.
2. Limited in-house resources. Celerway already had a strong position in the market, working with top telecommunication companies. They also had more dream clients than they could process and little to no time for getting in touch with their decision-makers.
3. Covering new acquisition channels. They covered multiple acquisition channels like referral and events but wanted to go outbound. This is why the client started looking for agencies to outsource their lead generation. They chose Belkins after receiving a lead sample: Our leads were within scope, and our onboarding process and campaign timelines were transparent and clear.

Solutions

1. Covering a worldwide scale. The outreach campaign covered countries from nearly every continent: North America, Europe, Africa, and Asia-Pacific. Numerous locations from across the globe resulted in successful negotiations and closed deals.
2. Developing account-based strategy. When we promoted 4G routers, we applied traditional cold outreach approaches, such as referral, partnership, and event-oriented campaigns. Since the client trusted us to promote more complex 5G products, we switched to account-based marketing (ABM), fine-tuning messaging to each specific company rather than opting for mass mailings.
3. Refining TAM. Initially, we targeted media, broadcast, and NGOs, expanding to system integrators and adjusting search and qualification criteria.
4. Establishing regular sync-ups. We managed to establish quick two-way communication to align the client’s expectations with our efforts. In turn, it allows us to move forward faster and increase the number of qualified appointments.