5 Ways Marketing Companies Are Achieving Sending Success

The Principle of Reciprocation

The MarTech industry is growing fast—and marketers are looking for the best ways to build a better relationship with their target audience to drive revenue and generate quality leads.

For companies without a marketing strategy plan, marketing may look complex. But marketing doesn’t have to be hard if you know what triggers your prospects to buy.

One of Dr. Robert Cialdini’s “6 principles of persuasion,” says, “People feel indebted to those who do something for them or give them a gift.”

Think about that for a moment.

It’s called the “principle of reciprocation.”

People who receive a free, unexpected gift are more likely to listen to a product’s features or donate to a cause.

Here’s how five marketing companies used this principle in their marketing strategy plan, strategically using Sendoso to drive revenues, increase brand awareness,  generate leads, drive pipeline, and outperform competitors.

Let’s get down to business.

#1 Electric

Electric drove ROI by 45% in Q1 while bridging the gap between sales and marketing teams

Electric—a leader in enterprise-grade IT support—needed a sending platform to engage with prospects. They needed to generate qualified prospects at each stage of the sales funnel.

With a sending platform, Electric could:

• Generate qualified meetings with prospects

First, they set up 1:1 sales engagement where account executives can send eGifts to their target audience through Outreach or Salesforce.

They also set up triggered sends to prospects at certain stages of the buyer’s journey.

Finally, they set up campaigns targeting prospect’s accounts where there had been no previous conversion.

• Drive cross-functional collaboration

In many companies, the sales and marketing teams run as two different teams. At times, they operated as siloed teams, complete with separate strategies and leadership. But today, they can now work together through direct mail marketing strategies — specifically through sending platforms.

“One of the biggest benefits of using Sendoso is bridging the gap between sales and marketing teams,” Electric said.

• Set up triggers to easily automate sends

Electric launched a campaign where prospects received Bose Soundbars in exchange for attending a meeting.

They used Sendoso’s Address Confirmation Feature to ensure high-value gifts reached the right location.

They set up triggers using the Salesforce Integration. It automatically enabled the team to send the gifts to prospects once the account reached MQL status.

This campaign delivered results:

• 26% of all qualified meetings driven
• 28% of pipeline influenced
• 45% of revenue influenced

#2 Firemon

Firemon partnered with Sendoso to surpass their ROI goal by 570%, over $4M in influenced pipeline

Getting back on track is easy if you follow the right path. Firemon, which helps cybersecurity teams automate their security policy processes, had an in-person event get canceled. So, they needed to connect with prospects and drive demand after the cancellation.

FireMon partnered with Sendoso for:

• Channel marketing
• Field marketing
• Demand generation
• Business development

Firemon’s marketing strategy plan consisted of:

1. Delicious cookies to revive their sales funnel

Firemon sends about 800 Cravory cookie packages weekly to underperforming stages of the sales funnel using Sendoso’s intent data 6sense. And with the address confirmation feature, there’s no risk of sending to a wrong address or customers not getting their gift.

This strategy generated 39 new meetings and about $150K booked.

2. Sips to build relationships

Firemon also launched a Sips & Security campaign (a virtual cocktail class) to target high-value security professionals.

They used Sendoso’s SalesLoft integration to track how those meetings progressed into opportunities that impacted the pipeline. And they used the Amazon integration to send personalized gifts, bringing about more connections and relationships.

This campaign delivered results:

The Sip and Security campaign saw a 57% registrant-to-attendee conversion rate. They were able to generate a net new pipeline of $1.8M, with influenced pipeline at $4M.

#3 Rollworks

Rollworks increased response rates to 55% and sales team adoption to 95%

Rollworks realized they needed a new strategy and a new way to stand out.

Before using Sendoso, the company faced major challenges when using other gifting platforms.

Those challenges include:

• How to manage the stress and time it takes to send
• Sending gifts one after the other
• Tracking the sends manually

But they were able to solve this problem when they switched to Sendoso.

The benefits of using Sendoso in their marketing strategy plan:

To drive new marketing goals, Rollworks used Sendoso for its account-based marketing (ABM) campaigns and found huge success. They sent eGift cards to target accounts in their sales sequence.  If they didn’t respond, they would get a $25 DoorDash eGift on Sundays.

At the same time, Rollworks launched a campaign using Sendoso Aperol Spritz kits and Sendoso cocktail kits, targeting closed lost opportunities.

With a simplified sending process and the tracking to go with it, Rollworks saw success in both campaigns.

The campaign delivered results:

• 55% increase in response rates when using Sendoso for marketing strategy plan
• Shorter sales cycle
• More than $825,000 in potential revenue from 38 new prospects

#4 Terminus

Terminus used custom cookbooks, hot chocolate, and UberEats gift cards to generate $5.5M in pipeline

Terminus helps B2B sales and marketing teams connect with their customers through their comprehensive ABM platform. During the COVID-19 pandemic, they made a commitment to:

• Implement new awareness campaigns in their marketing plan
• Level up their approach to onboarding customers

So, they transformed their top-rated ABM Cookbook (a guide explaining ABM strategies through food and cooking metaphors) into a printed recipe book.

Terminus partnered with Sendoso to create three campaigns:

1. Top prospects were sent gifts including oven mitts and kitchen tools to complement the cookbook.
2. For potential customers who needed a brief introduction to ABM, Terminus sent hot chocolate mugs and kits.
3. They also sent customers a copy of ABM is B2B to enable the team to follow up with prospects after a meeting.

The campaign delivered results:

Terminus’ cookbook campaign influenced $5.5M in pipeline opportunities. To top that, they received $659K in revenue.

#5 Samsara

Samsara saw an increasing pipeline sourced by more than 250% QoQ in their marketing strategy plan

Samsara realizes competitors are increasing. Instead of bowing to the heat, they decided to find a better way to outperform competitors. At the same time, they needed a way to revive hundreds of cold accounts.

Before Sendoso, their team developed a marketing strategy plan to send handwritten notes and gifts to their cold prospects. Although they saw some success, they faced major challenges when using other gifting platforms.

• They weren’t able to track their gifts through UPS shipping.
• Handwritten notes are a nice gesture but it took a ton of time to produce.
• They also faced logistical challenges and weren’t able to scale like they wanted.

But partnering with Sendoso brought an end to these burdens.

Sendoso enabled Samsara to scale their direct mail campaigns, giving them the power to track and personalize their sends.

The campaign delivered results:

• The company saw over 250% QoQ after 500+ sends.

Sending Success With Easy Results

According to G2 Sendoso is the leading Sending Platform, which makes it possible to send personalized gifts, branded swag, eGifts, and other memorable touchpoints at scale.

Imagine a team where your team’s marketing strategy drives brand awareness and revenue. Imagine what that would be like.

Curious how our creative sends could help your organization reach its marketing goals? Schedule a demo today.