case studies | AbitibiBowater, Inc.

“They wanted more meetings at their trade show…”


AbitibiBowater had scheduled for several of their sales and marketing executives to attend two different trade shows in different cities. The Direct Marketing Association (DMA) show was being held in Chicago, IL and the Document Management Industries Association (DMIA) show was being held in Las Vegas, NV. However, both show dates were quickly approaching and they didn’t feel there was enough time to conduct any type of meaningful lead qualification. They needed to increase their visibility. Specifically, they wanted to enhance their booth traffic at the National Association of Convenience Stores conference, schedule more substantive one-on-one appointments during the event, as well as post-conference follow-up.


Time constraints did not pose a problem for Corporate Rain’s team of sales executives, who were able to start making calls immediately. After a brief training session with AbitibiBowater, CRI appointed three senior executives, who were each making an average of 120 calls per week for a total of three weeks. CRI spent a combined 60 hours on calls during this three week campaign with a success rate of 14%. The results from both shows were outstanding. In less than a month, CRI set a combined total of 80 appointments.

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