Playbooks

Using Sendoso & RollWorks to Build Prospect and Customer Relationships

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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 RollWorks 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 + RollWorks

RollWorks is an ABM tool that helps you identify your target accounts and key decision-makers within those accounts. Using RollWorks with Sendoso, you can increase deal velocity by triggering sends based on opportunity stages. With this playbook, you can:

  • Use data and machine learning to identify your target accounts and add sending as a channel to your multi-channel approach at scale.
  • Reach your key decision makers by sending a memorable experience to increase deal velocity and shorten sales cycles.
  • Prove and measure ROI for all sending efforts across your multi-channel campaigns.

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

Formula for Success

When using this playbook, follow this formula:

Identify the signal: Decide on what factors you want to base your gifting campaigns on. It could be target accounts showing intent for your product or solution, engagement with ads or content on your site, or accounts with closed/lost opportunities with renewed site activity.

Set up the trigger: Build lists containing accounts corresponding to your chosen signals.

Once you’ve identified the signals you want to build lists for, you can use your marketing automation tool to drop them into campaigns. Your campaigns should be based on where the account is in the funnel, and which signals the list corresponds to. This way, you can incorporate personalization at scale by tailoring your messaging and gift based on the data you’ve collected.

Complete the action: Trigger sending to the account lists matching your specified trigger criteria.

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 topics being researched and the funnel stage the account is in. These campaigns should match up with the lists you’ve created in RollWorks. But thanks to Sendoso’s automation, you can build evergreen campaigns to run in the background without having to think about them. 

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Build Your Gifting Strategy

After you’ve identified the relevant data to track and set up your trigger, it’s time to consider your gifting campaigns. Personalization is key, and there are a few things to consider when building your plan.

Choosing the right gift

First and foremost, we know that one size doesn’t fit all. In any of your gifting campaigns, it's important to offer your recipient a few gifts to choose from in a range that touches on different interests or needs. 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 definitely make an impression on them. 

You'll likely target two levels of contacts at your accounts: above-the-line buyers 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 in our marketplace, so picking out a few universally appealing items is easy. 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: Pinatagram

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 RollWork experts to identify the most common and impactful use cases for this integration.

Action: Capturing Buyers Showing Intent

Intent signals from prospects are a great way to surface accounts that are likely in-market and showing interest in your product. It’s a perfect time to begin your outreach.

Identify the signal: Using Hot Contacts, identify accounts visiting your high-value pages, or those with multiple visits but no action taken. Alternatively, use Keyword Intent to zero in on the topics that are most indicative of an account being in-market.

Create the trigger: Create your list in RollWorks matching these intent signals. To ensure that your outreach is relevant to the prospect, you may want to specify a lookback period of 30-90 days.

‍Complete the action: Trigger a send from Sendoso with messaging that matches the intent they’ve shown.

The personalization here should be related to the pages they’re visiting, so it’s smart to have different campaigns that match up with your page content. For example, if someone is visiting your pricing page, you may want to send them a piece of content that quickly outlines your ROI in addition to the eGift. Or, if they’re looking at your products, an overview of the use cases they cover provides value without being fluffy. Think of the eGift as a cherry on top of the nurture sundae.

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Action: Re-Engage Pre-Pipeline Opportunities That Have Gone Silent

Sometimes, you’re having a great conversation with a prospect - a couple of emails going back and forth, maybe a completed qualification/discovery call. They seem excited about your product, and it feels like they’re primed to start sales conversations.

Then, suddenly, nothing.

Emails go unanswered, voicemails are not returned, and LinkedIn messages are ignored. Instead of the typical (and sometimes downright cringey) “Have you been eaten by an alligator?” email, try something a little different. 

Identify the signal: Work with your sales team to identify a pre-pipeline opportunity. It could be a no-show for a demo call or radio silence after the second meeting.

Create the trigger: Build a list based on the criteria you’ve set for when and who to reach out to that has gone quiet. Here are some examples:

  • No-show to a demo meeting and unresponsive for more than three weeks
  • No response to requests to schedule a follow-up meeting after the next steps were discussed

Complete the action: Trigger a send acknowledging their unresponsiveness and offering a small gift, like cookies.

Acknowledging that you understand your prospect is likely super busy, or the possibility that the decision has been made to go with another vendor, is a low-pressure way to try and illicit a response. Offering to send the gift no matter their decision is a great way to add a touch of class and give a great impression of your brand - which will stick with the prospect when they’re back on the market.

Action: Connect with Closed/Lost Opportunities That are Re-Engaging

Just because you lost a deal doesn’t mean the account is gone forever. Depending on the reason for the loss, you may see them engaging again in a few months. This signals they may be back on the market and ready to reassess your solution.

Identify the signal: It is important to be strategic when choosing your signals for this action. These accounts have already gone through at least part of your sales cycle, so you’ll want to treat them with care and pay attention to their closed/lost reason.

For example, you'll likely want to pay attention to accounts that engage with your product, pricing, or other high-value pages. You can combine this with engagement in marketing programs, such as attending a webinar or downloading an ebook, to create tiers of accounts that help prioritize your outreach.

Create the trigger: Create a list to surface accounts that have closed/lost opportunities from 6 months ago and are showing intent on your high-value pages and accounts that are also engaging with your marketing programs. This can help you craft your messaging to be more personalized.

Complete the action: When reaching out to contacts from closed/lost opportunities, it’s important to remember that just because you lost the deal doesn’t mean the door is completely closed. Keep your messaging friendly and light, and don’t be afraid to offer a higher-value gift set that your prospect might enjoy.

Action: Keep Customers Engaged Throughout Their Lifecycle

Gifting isn’t just relegated to the sales cycle - it can be implemented across Account Managers and Customer Success teams, too! Stay top of mind and keep building relationships with your customers by recognizing milestones during their lifecycle.

Identify the signal: There are several signals you can use on the customer side of things, such as onboarding completion, welcoming a new member to their team, reaching the goals they outlined during onboarding, or their anniversary. For this example, we’ll focus on their anniversary celebration.

Create the trigger: Set up a Workflow with your enrollment critera identifying the attribute connected to your customer’s official start date. 

Complete the action: In the Workflow, add an email letting them know you’re celebrating their anniversary with your company, and include a Party Link to their gift offer.

Definitely get creative with this one - you don’t have to settle for the traditional “celebration” gifts like champagne or treats. Something a little more out of ordinary like a DIY or “make your own” kit, a cozy blanket, or a leather-bound journal are all great options.

Customer Example

BetterCloud

BetterCloud is a SaaS management platform that helps organizations discover their SaaS applications, manage their SaaS sprawl through automation, and secure the SaaS environment. Using RollWorks and Sendoso, BetterCloud created an effective ABX strategy. Here’s how they did it.

First, they determine who is the best fit for their campaigns. In defining the ideal customer profile (ICP), BetterCloud considers technographic data like location and employee count, as well as behavioral data, including first- and third-party intent signals and account engagement.

From there, the marketing and sales team works together to map the accounts into different tiers. BetterCloud categorizes accounts into four tiers. The top tier represents a select number of target accounts hand-picked by sales that require high-touch, 1:1 plays; the bottom tier is the total addressable market that relies on mostly automated, 1:many sales actions.

A top-tier account may be gifted a hyper-personalized item using the Sendoso SmartSend feature. By using just a name, email address, or topic of interest, you’ll get a list of recommended gifts for the recipient. A bottom-tier account may receive an automated cookie send with a message attached saying “It would be sweet to connect!”

The results BetterCloud have seen using this method have exceeded their expectations.

BetterCloud’s Results with RollWorks & Sendoso

64% shift from “unaware” to “engaged” in a single quarter

18 influenced opportunities from top named accounts

92% increase in direct mail pipeline influence

529% increase in direct mail’s closed-won influence

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Analyze Your Results

Once you’ve implemented your campaigns using RollWorks 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!

Leveraging the strengths of RollWorks and Sendoso within your marketing strategies can significantly enhance engagement and improve outcomes at every stage of the customer journey. By meticulously analyzing the results—such as engagement levels, gift acceptance rates, and meeting effectiveness—you can refine your tactics to better meet your prospects' needs and expectations.

Embrace these powerful tools to not only increase efficiency but also add a personalized touch that resonates deeply with your audience, ultimately leading to more successful conversions and stronger relationships.