Build Prospect Relationships Using Sendoso & 6sense

If you’ve heard the phrase “Do more with less,” raise your hand. 🙋

Marketers have been tasked with generating a pipeline that converts, filling the lead funnel, creating engaging content, launching campaigns - the list goes on. At the same time, budgets are flat or shrinking, and time spent on any one project is at a premium.

So, how can you effectively accomplish all these goals while being efficient with time and money? We have one word for you: automation.

You might be thinking, “Sendoso, you’re all about the personal touch! Isn’t automation the complete opposite of that?” We’re here to tell you that you can have your automation and build personal relationships, too. We think of it as helping you send the right gift to the right person at the right time.

By integrating the tools you already have at your fingertips with Sendoso, you can build (and scale!) outreach programs that are personalized and effective without adding any additional workflows to your marketing or sales process. 

We’ve created this playbook to help you maximize our 6sense integration. Real Sendoso customers have proven these strategies, so we know they work. Get ready to supercharge your marketing and sales processes and impress leadership with your team’s success.

Sendoso + 6sense

6sense is a powerful ABM tool that tracks your prospect’s intent data in real-time, so you know precisely when the iron is hot and it’s time to strike. You can use this play to:

• Increase your outbound response rate by triggering direct mail based on your target account’s intent and behavioral insights, ensuring an account never goes cold.
• Take your display advertising to the next level by triggering Sendoso once a prospect hits a certain level of engagement with your digital ads.
• Optimize your personalization by creating campaigns based on a prospect’s role in the decision-making process.
• Seamlessly map ROI and influence metrics back to your database for accurate daily reporting with your team or quarterly reporting with the executive team.

Follow these steps to create programs to connect with the right person at the right time, with the right message and gift.

If you need help setting up an automated gifting campaign using Sendoso + 6sense, click here for setup instructions.

Before You Begin

6sense has a robust data set that allows you to set up almost infinite triggers for your campaigns. We’ve worked with 6sense experts to identify the most effective signals to build your triggers off of and how to turn those into actions that will impact your business.

6sense recommends actively engaging accounts when they become a 6QA - that is when your ICP accounts have shown enough intent and engagement to move from the consideration stage to decision or purchase.

Stages are loosely defined by the level of intent an account is showing. This is determined by the engagement or interaction an account has with your site, sales and marketing activity, and display ads (if you’re running them). You can identify high-value pages and keywords that will be weighted more heavily in the intent calculation, which will then help determine where an account is in your funnel at any given time.

Before we dive into your gifting strategy, let’s start with the basics.

You’ll need to define your ICP (ideal customer profile) requirements and 6QA criteria. You’ll likely want to work with your sales and leadership team to determine what this looks like for your business. Here’s an example of what this could look like:

ICP Requirements (Profile Fit)

• Company size: >500
• Industry: B2B SaaS
• Location: North America & EMEA
• Seniority: Director+
• Role: Marketing, Sales
• Title: CMO, VP of Marketing, Director of Marketing, CRO, VP of Sales, Director of Sales

6QA Criteria (Intent and Behavioral Insights)

• Number of visits to high-value pages over a specified period of time
• Volume of branded and generic keyword research
• Number of engagements with sales and/or marketing communications
• Click-through rate on display ads (if applicable)

Formula for Success

When using this playbook, follow this formula:

These three steps are the easiest way to set up your gifting campaigns with Sendoso. If you can clearly outline each of these components, you’re off to a great start.

Identify the signal: Using your ICP and 6QA criteria, you can create segments in 6sense that layer on different filters to build out your triggers. You should track additional activity on top of what your 6QA criteria accounts for or specific actions taken with marketing or sales.

Create the trigger: Using these segments, you can drop accounts into campaigns aligning with the signals they demonstrate.

Complete the action: Trigger sending to accounts showing intent on accounts matching your specified trigger criteria.

The segments you include in your trigger step are now your lists for your gifting campaign. It’s time to now complete the action of setting up the gifting campaign through Sendoso, targeting the accounts in your list, and launching it.

As mentioned in the trigger step, it’s a good idea to use different campaigns depending on the segments and the funnel stage the account is in. These campaigns should match the buckets you’ve created using your reports. But thanks to Sendoso’s automation, you can build evergreen campaigns to run in the background without thinking about them. 

Build Your Gifting Strategy

First and foremost, we know that one size doesn’t fit all. In any of your gifting campaigns, offering your recipient a few gifts to choose from in a range that touches on different interests or needs is important. For this, a Sendoso Choice campaign is the way to go.

The type of gifts you include in your outreach should correspond to the type of campaign you’re running. 

For a door-opener campaign targeting an account at the top of your funnel, starting with eGift cards is a great choice. Depending on how large your audience is, this helps avoid eating up your budget and gives you time to assess the campaign's success before going all-in on larger gifts.

Popular eGifts include gift cards for coffee, food delivery, and restaurants. 

When targeting specific personas at high-value accounts, you may want to splurge a little with physical gift options. Getting something delivered into your prospect's hands is super impactful and will make an impression on them. 

With Sendoso’s Address Confirmation feature, you don’t need an address ahead of time. The recipient puts in their address when they accept the gift, and we never store any of their information. Convenient and secure!

There are likely two levels of contacts you’ll be targeting at your accounts: Above the Line and Below the Line buyers. 

Above the Line buyers are typically C-suite or VP level and tend to be the primary decision-makers in the account. They usually aren’t the end user, so the pain point your product solves for likely isn’t apparent in their day-to-day. However, they are typically the people approving budgets and spending, so you’ll want to ensure they have a firm understanding of how your product benefits their team. A thoughtful gift can go a long way in making these busy executives pay attention to you.

The ideal budget for these personas is $100-$250. Sendoso has thousands of gifts available in our marketplace, so it’s easy to pick out a few universally appealing items. Here are some examples:

For the homebody: Loved & Found Cozy Night In spirits box

For the fashion-forward: The Sustainable Watch Co.: The Oak Watch

For the note-taker: Dayspring Pens Noteworthy Leather Journal and Pen Set

Below the Line buyers are more likely to be your main point of contact and champion in the company. They are your product's end user and are looking to solve a real problem. Unlike Above the Line buyers, they are intimately familiar with the tools they’re using and can quickly identify their pain points and blockers. However, they typically aren’t in charge of spending or budget and will usually have to request approval or bring in decision-makers before the deal can close.

When you’ve identified your champion, you’ll want to build and cement that relationship quickly. Even though you’re spending less on these gifts, the action is no less valuable. The ideal price point for this group is $25-$50, but you can go as high as $75 if your budget allows. 

Here are some of our favorite gifts at this price point:

For the sweet tooth: Grove Cookie Company - Baker’s Choice Dozen Cookies

For those in need of a spa day: The Goodness Project Calm Wellness Letterbox Gift Box

For the one who just wants to have fun: Piñatagram

Use Cases

Gifting is a strategy you can incorporate into many aspects of your business, but for the purposes of this playbook, we worked with 6sense experts to identify the most common and impactful use cases for this integration.

Action: Connect with Prospects Engaging with Your Ads

On average, your audience needs to see your ad at least 7-8 times before they start to recognize your brand. Fast-track this process by sending a gift acknowledging their engagement and encouraging them to learn more about your product or solution.

Identify the signal: Target accounts in your ICP with a certain level of engagement with your ads.

Create the trigger: Build a segment that identifies accounts that are engaging with your display ads based on click rate, view through rate, and/or conversion rate. Specify a lookback period of at least 30 days, since it can take several impressions before a prospect will click on your ads.

Complete the action: Engaging with ads is a very top of funnel activity, so you’ll want to keep the CTA soft, as they’re likely just learning about your brand and product. Offering examples of how your solution has helped companies like them can give a tangible reason for them to connect with you.

Action: Increase Your Outbound Response Rate with Direct Mail Based on Intent

Outbound marketing motions have become table stakes, so you need to do something to make your brand stand out. Creating a campaign to send a thoughtful physical gift (read: not your swag) to a prospect can help get you noticed and keep you top of mind.

Identify the signal: Create a segment that covers accounts whose intent and behavior are just shy of 6QA status. It’s a safe assumption they’re in-market and looking to buy.

Create the trigger: Adding on additional segmenting by industry is a great way to appeal to your prospect on a deeper level. It will allow you to get more specific with your personalization, and add in examples of peers in their space.

Complete the action: Create an email with a gift offer that highlights your value proposition, and calls out specific customers you work with. Knowing that their likely competitors are using your solution often can be an incentive for them to give you a closer look.

Action: Personalize Your Gifting Based on Your Prospect’s Role in the Decision Making Process

In addition to industry, your prospect’s role is another great opportunity to layer on personalization in your outreach. You can create multiple campaigns catering to different seniority levels, which allows you to hone in on each role’s pain points and how your solution can solve for them.

Identify the signal: Combine any of your above segments with the added filter of seniority or role. Refer to your ICP when deciding who to include in this segment.

Create the trigger: Identify the top three roles or seniority levels you want to target with this campaign, and create a combining those with the rest of your ICP requirements.

Complete the action: Connect with above and below the line buyers with this outreach, tailoring your messaging to each role. Keep in mind that the pain points you’re addressing will be different for each persona - the end user is going to care more about how your solution helps them, and your goal is to create a champion. The leadership team is going to pay attention to cost and implementation time, so using language that speaks to your ROI and higher level value proposition is appropriate here.

Analyze your results

Once you’ve implemented your campaigns using 6sense and Sendoso, you’ll want to track and analyze your results to determine your success. You can look at the data in a few different ways.

Intent and engagement increase: Keep track of the intent signals and engagement levels of the prospects you’re reaching out to. Are they trending upward or downward? This is a good first indication of the effectiveness of your messaging.

Gift acceptance: Are your gifts being accepted or going unnoticed? A high acceptance rate means that your prospects are at least reading your emails and are interested enough to redeem their gift offer. Periodically looking at what gifts are accepted the most can help determine which items are the best choices for your campaigns.

Meetings booked: Compare the number of meetings booked from these campaigns to your typical benchmark. Is it higher or lower? This is a good indicator of effective messaging.

Meetings booked to show rate: Are your prospects attending the meetings they’ve booked with you? Compare your benchmark show rate to those of your campaigns. If it’s missing the mark, you may consider changing your messaging or the signals you’re targeting.

Opportunity Win Rate: How are your campaigns influencing won deals? Tracking the progress of your account lists through the sales cycle is another helpful indicator of your timing, messaging, and gift resonating with your prospects.

Send It!

In today’s marketing landscape, efficiency and personalization are not just beneficial; they are essential. By leveraging the powerful integration of Sendoso and 6sense, marketers can automate yet personalize their outreach efforts, ensuring that every gift sent not only reaches the right person at the right time but also strikes a meaningful chord. As demonstrated, this strategic combination helps create impactful connections and can significantly enhance prospect and customer relationships. Embrace this playbook to not only meet but exceed your marketing objectives, all while streamlining processes and optimizing your marketing spend.

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