Introduction
Etex Ltd. is a UK-based telecommunications and internet service provider specializing in business solutions (B2B). With a strong portfolio of VoIP and broadband services, the company sought to accelerate growth, enter new verticals, and optimize its sales and lead-generation processes.
Appointment Setter Online, a B2B lead generation and appointment-setting specialist, partnered with Etex Ltd. to implement a comprehensive strategy that combined qualified lead generation, multi-channel outreach, appointment setting, and workflow automation.
Objective
In today’s ultra-competitive telecom sector, service providers must combine exceptional infrastructure with rapid, responsive customer engagement, especially when targeting business clients. Appointment Setter Online specializes in appointment setting, phone answering, lead generation, and outbound sales campaigns, tailored for companies that want to grow their customer base without overloading their internal teams.
When Etex Ltd., a business telecom and internet provider based in the UK, sought to break into new B2B segments and accelerate their sales pipeline, they partnered with Appointment Setter Online, unlocking a significant increase in qualified sales conversations, demo bookings, and conversions.
The main goal was to establish a scalable outbound sales strategy that could:
- Increase qualified B2B lead generation for VoIP and broadband services
- Ensure 24/7 phone answering coverage for new inquiries
- Book pre-qualified appointments for Etex’s internal sales team
- Reduce sales cycle delays due to missed or delayed outreach
- Enter new business verticals, such as logistics, legal, and co-working spaces
Challenges
Despite a solid product and service delivery model, Etex faced key operational challenges:
- Internal sales reps were spending over 50% of their time on cold calling and unqualified leads
- Limited staff availability meant missed inbound inquiries after hours
- High churn rate for trials due to lack of timely engagement
- No structured CRM-integrated workflow for lead nurturing
- Struggled with outreach at scale to new industry verticals
Solution by Appointment Setter Online
Appointment Setter Online deployed a turnkey outreach and engagement solution, specifically tailored for the telecom space, to address the above challenges and generate predictable B2B pipeline momentum.
Dedicated SDR Team for Telecom
- Trained a team of industry-specific Sales Development Reps
- Created scripts and value positioning around Etex’s USP (reliability, pricing, and support)
24/7 Phone Answering
- Rolled out a virtual receptionist model with call forwarding and message escalation
- Ensured no missed lead — even after hours or during public holidays
Cold Outreach & LinkedIn Campaigns
- Designed custom drip campaigns to reach decision-makers in legal, finance, and logistics sectors
- Sent hyper-personalized emails, followed by LinkedIn touchpoints
Smart Appointment Setting
- Used criteria-based lead qualification: number of employees, location, existing telecom setup
- Synced with Etex’s internal calendar for zero-conflict scheduling
Trial Recovery Workflow
- Built a follow-up sequence for prospects who had shown interest but didn’t convert
- Personalized re-engagement via SMS + voice calls
Development Process
The campaign followed a strategic, phased approach:
Discovery & Sales Audit
- Mapped Etex’s existing sales pipeline and CRM data
- Identified top-performing industries and lead sources
Discovery & Sales Audit
- Mapped Etex’s existing sales pipeline and CRM data
- Identified top-performing industries and lead sources
Discovery & Sales Audit
- Mapped Etex’s existing sales pipeline and CRM data
- Identified top-performing industries and lead sources
Discovery & Sales Audit
- Mapped Etex’s existing sales pipeline and CRM data
- Identified top-performing industries and lead sources
Technology Stack
- JavaScript (Node.js) – for backend webhook integrations
- Python – for A/B testing analytics & email response classification
- Zapier & Make (Integromat) – for automated workflow triggers
- Google Apps Script – custom data sync from CRM to analytics dashboards
Results
After 90 days of execution, Etex reported major growth metrics:
- +280% increase in qualified appointments with decision-makers
- 90% reduction in lead response time (from hours to under 10 mins
- 41% improvement in trial-to-paid conversion through re-engagement
- 24/7 phone coverage resulted in 37% more inbound inquiries captured
- Broke into 2 new industry verticals (Legal & Co-working firms) with booked demos
This case study underscores how Appointment Setter Online bridges the gap between product value and market reach. For telecom companies like Etex, having a dedicated team that specializes in B2B outreach, sales automation, and responsive customer handling was pivotal in scaling revenue.
Whether you’re a telecom startup or a growing VoIP solution provider, Appointment Setter Online helps you close the gap between inquiry and conversion, with data-driven precision and human connection.
