This piece is brought to you by Sendoso Sr. Manager of Demand Generation Patrick Wolf.
American poet Robert Frost was once quoted as saying, “In three words, I can sum up everything I’ve learned about life. It goes on.”
The same can be said about our current situation. Things are far from normal, but we must carry on. As a demand generation marketer, being asked to do more with less budget is tricky, especially given that digital channels are very saturated and face-to-face events seem like a distant memory.
But we, and our customers, have created successful ways to maximize sales and marketing ROI in this new climate. We’re using Sendoso and the new features we’ve released in the last 90 days to do it, and we wanted to share some of those strategies in hopes of bringing success to as many teams as possible right now. Here are five examples of how companies are sending direct mail, gifts, and branded swag to generate results in the new normal.
5 Successful Sendoso Plays for Driving Revenue, Pipeline, and ROI in the New Normal
1. A publicly traded enterprise software company with 1,000+ employees drove $100M in pipeline and $30M in recognized revenue.
The marketing team sent 345 bundles to ABM accounts for a holiday campaign in December of 2019, and they’re still seeing results. The bundles included a sweet treat, content that exemplified their value proposition, and a handwritten note.
The upcoming summer holidays give you the same opportunity to drive pipeline and revenue. With our new Address Confirmation feature, you can ensure that packages are delivered to wherever your recipients are currently working.
Start by segmenting your audiences by accounts in bottom-of-funnel opportunity stages. You’ll want to source items for your bundle that are on theme and brand. We recommend including printed copies of your top-performing content, a summer- or holiday-themed treat, and a handwritten note.
2. A cybersecurity company with 1,000+ employees generated 53 sales opportunities, totaling $1.2M in annual recurring revenue.
The cybersecurity company leveraged its sales development organization to send one-to-one food delivery eGifts to net-new prospects, open opportunities, and current clients at strategic moments throughout the customer lifecycle.
The plays that you run will depend on where sales opportunities are stalled or disappeared entirely. Here are a few ways you can use direct mail and gifting to create new opportunities at different stages in the sale funnel:
- Driving net-new opportunities: Have your outbound sales development team send a three-part play with a goal to book meetings: Start by sending a coffee or Charity Choice eGift with a message around wanting to fuel their day or make a donation in the name, then follow up with a LinkedIn intro referencing the eGift. Once an alert is received that they opened or redeemed the eGift, send a follow up email. The goal here is to set a meeting with a new contact.
- Supporting up-sell opportunities: Add a new step to your QBR process where you send a physical, printed copy of a document summarizing the ROI each customer has generated with your platform, as well as a lunch eGift for them to use during the meeting, so that they can see the value you’re providing and understand why they should increase their investment in your offering.
- Promoting cross-sell opportunities: Ask your current champion to meet you for virtual “drinks” and send them a wine.com gift card. During the meeting, explore their current use case and the potential for them to use even more of your products or expand the use of your one product to other teams. The goal would be to set a follow up meeting to discuss the potential of a cross-sell even more.
3. Snapdocs achieved an 84% response rate by using Address Confirmation to engage with C-suite decision-makers.
Snapdocs had planned to release a new guide at a book launch party in late March. When social distancing measures were put in place, the event was canceled but they still wanted to send physical copies of the book to key prospects. They pulled a list and leveraged Address Confirmation to send physical copies of the guide to chief operating officers while still promoting it at a virtual book launch.
Snapdocs tapped into a fundamental principle of knowledge retention while breaking down physical barriers in an otherwise digital world. Not only are people more likely to retain information on paper but sending physical copies of your top-performing assets enables your target audience to tangibly engage with your brand and understand your value proposition.
4. Lessonly drove a 60% virtual event attendance rate by sending coffee eGifts to registrants the day before the event.
The marketing team sent lunch eGift cards to virtual event registrants and saw a 55% attendance rate across 12 events. But when sales reps at Lessonly sent one-to-one coffee eGift cards one day before their CEO “coffee connection” virtual event, they saw a 60% attendance rate.
Virtual events and webinars are the most logical alternative to in-person events. It’s likely your company has hosted a webinar or virtual event in lieu of a physical event, but your competition probably has too. To cut through the noise of digital events happening everywhere, a publicly traded software company with 1,000+ employees automatically sent UberEats eGift immediately after someone signed up to attend their virtual event. Eighty percent of prospects who redeemed eGifts attended the virtual event.
5. More than half a million dollars has been contributed to local restaurants and small businesses via Sendoso Direct and Sendoso eGifts since March of this year.
Corporate giving positively impacts opportunities throughout the sales funnel and customer lifecycle. PubNub decided to pivot away from hardcore selling and prioritize giving. They allocated their entire ABM budget to charity donations with stellar initial results. Webinar registrations have increased by 32% and response rates to key demographics have improved by 14%.
While driving immediate ROI is absolutely vital during these times, it’s also crucial to maintain your brand image and unite your company with a good cause. Sixty-three percent of buyers said they are more likely to purchase from a company that’s mission reflects their own values and beliefs.
The bottom line: Sales, marketing, and CX playbooks are evolving, and there are still effective methods to drive revenue right now.
We’ve all experienced a tremendous amount of change in the last two months. Our lives are likely not done changing. But when times are tough, we must both experiment with new strategies and double down on what we know works to keep driving pipeline, revenue, and retention.
We must keep moving onward.
Book a demo below to learn how Sendoso can help you engage, acquire, and retain customers in the new buying and selling landscape.