Swag ups B2B marketing team’s meeting attendance 98%

KEY POINTS

• Challenge: How to hit hard-to-reach clients and drive engagement.
• Solution: Sales development representatives integrated Sendoso with Salesforce, Amazon, Bombora, and Engagio to automate sending incentives to prospects.
• Results: Meeting conversions and attendance rates improved.

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Sendoso helped us leverage different channels to be able to get into those meetings that traditionally we hadn’t been able to break through. Adoption and word of mouth spread like crazy—everyone wanted Sendoso access!

Driving full-funnel account-based marketing programs internationally can be daunting. But for one cloud-based data platform, the lengthy to-do lists and organization of it all became a lot easier after they partnered with Sendoso.

The teams were focused on reaching clients across the U.S. and extending into Latin America and Asia. So marketing managers needed a way to align with the sales team and empower them to create personalized sends that would drive meetings and engagement.

Automated gifting platform switch

Adding to the challenge, the data storage platform handled all its direct mail in-house. That meant manually sourcing, storing, ordering, and tracking items, which made it difficult to scale and measure success.

“Being able to leverage a platform like Sendoso allowed us to not have to worry about the logistics of sending, but also the tracking,” said Hermi R., an ABM manager. “Now we’re able to easily report our spend and measure ROI.”

Once integrated with Sendoso, the company’s digital ABM tactics included targeted display advertising, LinkedIn sponsored content, direct email signatures, and SDR engagement.

They also integrated Sendoso with Salesforce and Amazon, giving sales the ability to send a variety of items and one-to-one personalized gifts directly from the customer relationship management they were already working in. The integrations even enabled reps to easily see when items were delivered, enabling timely follow-ups.

Adding a human element in virtual world

When stay-at-home orders were imposed and in-person business travel was canceled during the COVID-19 pandemic, the marketing team worked quickly to build a beta campaign. Their goal was to make personal connections with prospects while being empathetic to the hardships they were facing.

“While most businesses were working remotely, we still wanted a more human element sales could use in their messaging to prospects and customers,” said Hermi.

Each sales team in the company has unique goals. Therefore, marketing managers had to ensure the campaign would help each team reach their objectives while optimizing the company strategy and ROI in the new selling landscape.

The ABM team was closely aligned with their sales teams to support every territory. Together, they built what they called a “Swag Menu” in Sendoso that included a variety of eGift cards, branded swag, and Sendoso Direct items. The integration allowed sales reps to autonomously send from Salesforce.

The menu also empowered reps to get creative in their outreach and allowed flexibility for prospecting a wide variety of leads across territories and industries.

Because no one knows an account better than its owner, this approach also made it easier for sales reps to deliver one-to-one personalized sends ad hoc within their sales cadences (and directly from the CRM they were already working in).

To launch the program, the ABM and sales operations teams created an engagement model to help sales identify high-value accounts to target.

The teams then collaborated to enable a test group of SDRs, account execs, and inside sales reps to leverage touches like lunch and coffee eGifts to show support for local restaurants and businesses. They also used Address Confirmation to send branded swag and Sendoso Direct items like baked goods.

As a result, the reps increased meeting show rates by 98%. Of those, 50% were converted into active opportunities.

Cut through virtual event noise

Sendoso also helped the marketing team execute account-based events in a virtual world. Sending kits from In Good Taste Wines were a big success.

“The feedback from our customers and salespeople was incredible,” said Hermi. “We were able to strengthen relationships with our customers and meet the broader team in a fun setting while most people were still working from home.”

These events helped build new relationships with their customers and maintain personal connections during a difficult time. “We like being able to customize—not just to the person with the message but also by adding unique, creative touchpoints,” Hermi added.

Mixing integrations to maximize ROI

Sendoso’s integrations do more than streamline workflow. Bombora’s intent data topics and Engagio’s account marketing engagement tools permitted the team to determine the best stakeholders within accounts and maximize ROI on their sends.

“We segmented out their account list, we worked with our sales operations team and created an engagement model to really help our sales team identify high-value accounts,” said Hermi. “Using Bombora and Engagio, they were able to quickly identify who those top engaged people were and target them that way.”

Success turns into long-term strategy

The beta initiative allowed the marketing and sales teams to determine the best outreach strategy for their departments and goals. Here are the insights the teams learned:

• SDR follow-up became programmatic, incorporating direct mail.
• Event follow-up was automated, and tracking ROI became more efficient.
• The community manager team leveraged direct mail to create advocates for their programs.