February 15, 2021
How an Automated eGift Send Drives a 91% Meeting Hold Rate
This post is brought to you by Sendoso Associate Director of Marketing Operations Sara Koppes and is part of a series where we share strategies, experiments, and honest results from running our own programs using Sendoso.
With every B2B software solution, it’s important to optimize processes by regularly monitoring usage, identifying trends, and getting feedback from end users.
Sendoso Director of Customer Lifecycle Marketing Zack Alspaugh, who leads the Sendoso for Sendoso program, wanted to understand how our own SDRs use Sendoso to engage prospects and secure meetings. He analyzed Sendoso usage data and found two key insights.
First, a significant portion (28%) of SDRs’ Sendoso account balances (the budget allotted to SDRs to spend on prospect gifts through Sendoso) were going toward coffee eGift cards. SDRs manually sent prospects these $5 eGifts on the day of their scheduled meeting to incentivize attendance.
The second insight was that these manual eGifts — which are sent ahead of nearly every demo meeting — took two hours of an SDR’s time each month. With a team of 27 SDRs, that’s a loss of 54 hours every month!
Zack needed a way to help SDRs spend less time on manual, repetitive tasks and more time prospecting new accounts.
As a result of this automation, the team was able to achieve the following results:
- 54 hours of manual work eliminated per SDR each month
- $6,000 of total SDR team account balance saved per month
- 92% hold rate for SDR booked meetings
By eliminating manual tasks, SDRs can now spend more time targeting net new accounts instead of working on already engaged opportunities (and not have to worry about remembering to execute the send). Because the coffee eGifts now came from a separate funding source, the SDRs can use the $6,000 monthly savings on 1:1 personalized sends to even more prospects. Our meeting hold rate reached 80% after launching the trigger and steadily increased to 92% in the following months.
When implementing a new sales solution, don’t just take a “set it and forget it” approach. Instead, listen to their feedback, review usage data, and identify optimization opportunities so you can keep improving your process and demonstrate ROI.
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