--- title: "Lead Generation for Mobile Network Optimization Solutions: Celerway Communication Case Study" description: "Celerway, a mobile router maker relying on referrals and events, booked 97 appointments in 10 months with Belkins' outbound and ABM campaigns." url: "https://belkins.io/case-studies/lead-generation-for-mobile-network-optimization-solutions" --- ![Celerway Communication](https://belkins.directus.app/assets/fba044bd-542f-4e77-9b7e-4877ec3d61b0?fit=inside) # Lead generation for mobile network optimization solutions Outbound added to referrals and events opened new markets for a mobile router manufacturer - 97 appointments booked in 10 months - 144% KPIs achieved Category Appointment setting Industry Telecommunications Company size 11-50 employees ## About Celerway Celerway Communication is a telecom company enabling businesses to stay connected through a number of mobile LTE/4G/5G solutions. They feature multi-WAN routers and M2M devices powered by their proprietary CelerwayOS, which supports a wide range of network interfaces. Their target market includes media and broadcast companies, NGOs, and later system integrators in North America, Europe, Africa, and Asia-Pacific. ## Results first: 97 appointments and a client-rated quality score Over 10 months, Celerway booked 97 appointments with prospects across four regions. The client rated 56 of them as a very good or perfect fit, close to 6 in 10. Some of these conversations went on to negotiations and closed deals. - **97 appointments** in 10 months - **56 appointments** rated a very good or perfect fit by Celerway - **137% average KPI** over 6 months, reaching **144%** in the final quarter - **10 appointments from 200 leads** in a single event campaign, a 5% lead-to-appointment rate - **20 tailored outreach campaigns** launched - **60%+ average open rate**, peaking at 65%, and a **peak reply rate of 14%** Celerway’s products are technical and serve a narrow set of buyers, so the qualifying criteria changed as feedback came in. That’s why the client’s own fit ratings matter as much as the appointment count: they show how well the targeting matched what Celerway’s sales team actually needed. > “Belkins provided a professional service and met most of our objectives. I’m highly satisfied with their qualification system that ensures not just a flow of calls but an increase in quality.” > > — Laurent Mahieu, Chief Commercial Officer, Celerway Communication ## Client’s challenges: More dream accounts than time to reach them Celerway wanted to bring its portable router, GO, to new markets, but the company had little experience with market expansion. Its pipeline relied on referrals and industry events. Celerway also had more dream accounts than its team could work, and little time to contact their decision-makers. To add outbound as a new acquisition channel, the company started looking for an agency to run it. ### Why Celerway chose Belkins Celerway compared several lead generation agencies. Belkins won on two points: - **A lead sample within scope.** Before signing, Celerway reviewed sample leads and found they matched its target profile. - **A transparent process.** The onboarding steps and campaign timelines were clear from the start. ### Partnership objectives Celerway wanted to add outbound to its referral and event channels, reach decision-makers at its dream accounts, and open new markets for its routers worldwide. ## What did Belkins’s strategy look like? The campaign ran on cold email and moved through two phases: broad outreach for the 4G product line, then account-based marketing (ABM) once Celerway trusted Belkins with its more complex 5G products. ### Learning a technical product The Belkins team had worked with telecom companies before, but Celerway’s products required a deeper technical understanding. The team studied the product details with Celerway to filter leads accurately and write messages that made sense to technical buyers. ### Running cold outreach for 4G routers For the 4G products, the team used proven outbound approaches: - **The referral approach:** emails that asked whether the prospect was the right contact or mentioned a colleague who might be - **Partnership campaigns:** outreach positioned around working together - **Event campaigns:** outreach timed around industry events, one of which booked 10 appointments from 200 leads ### Switching to ABM for 5G products When Celerway asked Belkins to promote its 5G products, the team moved from mass mailings to account-based outreach. Messaging was written for each target company, reflecting how a more complex product needed a more specific case for each account. ### Refining the target market The campaign started with media and broadcast companies and NGOs, then expanded to system integrators. As the market widened, the team adjusted its search and qualification criteria to match. ### Covering four regions Outreach covered countries in North America, Europe, Africa, and Asia-Pacific. Prospects in several of these regions moved into negotiations, and some became closed deals. ### Aligning through regular sync-ups Belkins and Celerway set up fast, two-way communication through regular sync-ups. These kept the client’s expectations and the campaign aligned, which helped the team move faster and book more qualified appointments. ## Challenges Belkins encountered - **Highly specific niche.** Though we worked with multiple telecom companies before, we had to dive deep into specific technical details with Celerway to be able to filter potential leads and craft tailored, resonating messages. - **Tough research.** Over time, it became more difficult to find relevant leads, even with sophisticated research, as the requirements were rather vague. Such research required a lot of manual operations, which made it time-consuming and slowed down the process. To overcome this challenge, our team picked companies that were potential fits based on previous feedback and then jumped on calls with the client to review them. Unfortunately, sometimes even suitable companies weren’t qualified as they didn’t have enough B2B services and had limited need for Celerway solutions. ## What we learned from this partnership - **Let the client grade the appointments.** Celerway’s fit ratings gave both teams a shared measure of quality, which mattered more than volume in a narrow market. - **Match the outreach model to the product’s complexity.** Standard campaigns worked for 4G routers; 5G products needed account-based messaging. - **Review shortlists with the client when criteria are broad.** Joint reviews before outreach cut wasted research in a hard-to-define market. - **Use events as a hook.** One event campaign turned 200 leads into 10 appointments. This approach fits technical hardware or software companies with a defined product line, a global market, and a team willing to review account lists and rate appointments. When qualifying criteria can’t be pinned down, expect research to slow as the easiest accounts are worked through. - Reading duration 10 min - Published 17 Jul 2023 Want 100+ qualified appointments yearly? Let's map your winning lead generation strategy. Contact us to unlock your growth potential Want to get 100 to 300 opportunities yearly and 10x your ROI? Book a call with Belkins experts to pick the right strategy and tactics that brings your sales to the next level. 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