How Integrate Drove an 80% Response Rate for Net New Pipeline with Bombora + Sendoso

“I never respond to cold pitches, but you really got my attention…”

…and a response like that really got Integrate VP Sales, Strategic Accounts Frannie Danzinger smiling.

Like most companies, Integrate was facing a tough market in Q4 2020. Prospective clients were at the point of digital saturation, making it difficult to stand out—especially during the busy holiday season.

In addition, budget constraints and the need for a clear and compelling ROI meant that Frannie needed to make her dollars count.

What she settled on was a fun and quirky, but fully-informed ABX strategy, which we recently explored in our CONNECTED session How to Build Connections & Set Sales Records with Intent Data & Cameo>.

To make the most of her budget, Frannie needed to be hyper-focused on the accounts that had a high probability of conversion. She knew she wanted to target opposite ends of the pipeline—late-stage opportunities as well as net-new clients—but wasn’t entirely sure which companies should be on her list.

She leveraged Bombora and their Company Surge® tool—which calculates the intensity to which a business is demonstrating intent on a particular topic compared to its historical baseline.

Bombora also allowed Frannie to view the specific topics her targets were researching, which helped her tailor outreach to meet each prospect’s interests and needs.

“Personalization matters and it works,” says Bombora VP, Growth Kate Athmer. “When you're speaking about the problems that people are trying to solve that week, that month, that quarter, you’ll get their attention.”

“It was critical to know which accounts were interested in Integrate and, even more importantly, what issues were important to them,” confirms Frannie. “If they're not interested in what Integrate brings to the table, no amount of creativity is going to change that.”

A Show-Stopping Sales Tool

With her accounts and messaging identified, Frannie then focused on assembling a creative campaign that would get her targets’ attention. She leveraged the Sendoso + Cameo integration, which allowed her to send personalized celebrity videos to her prospects.

But with thousands of actors, musicians, reality stars, and athletes to choose from, how did Frannie know which celebrity to engage?

Like any good sales action, this one took a little research. Frannie leveraged tools such as LinkedIn Sales Navigator and conducted some light cyber-sleuthing to get a sense of the prospect’s interests. Even details like where they went to college or what celebrities they follow on Twitter could be major clues as to what Cameos would make the biggest impression.

What matters most is that you have someone who's highly energetic,” explains Frannie. “The best Cameo artist is someone that pays attention to the message you're trying to get across and brings it to life.”

For this campaign, one of the Cameo celebrities who did the heavy lifting was Nikki Blonsky, an actress best known for her role in Hairspray. She took Frannie’s script and gave it some Broadway flare, setting the message to a show tune and doing multiple costume changes for each prospect.

Though Cameo stars typically record just one message per prospect, the deliverable is made available through a link, which can be shared and re-shared via any platform or delivery method.

As such, Frannie was able to build a multi-touch campaign from Nikki’s recordings. She began her outreach via email and then followed up on other channels, like LinkedIn—driving engagement and results.

Put Your Hands Together for the Results

What do you get when you combine the data from Bombara and the creativity from Cameo + Sendoso? Results.

The outcomes from Frannie’s campaign were truly astonishing, even to Sendoso Product Marketing Manager Angela Vecce.

“When I heard the results that Integrate had achieved from using Bombora and Sendoso together, it was honestly like a dream come true,” said Angela. “It’s why we do what we do in product marketing—to bring clients amazing success with cool integrations.”

Late stage pipeline:

• 100% response rate
• 67% closed in Q4 of 2020
• 22% closed in Q1 2021

Net-new pipeline:

• 80% response rate
• 40% net new opportunities open

Now that deserves a standing ovation.

Want more details about how to launch creative campaigns with confidence? Watch our CONNECTED session and schedule a Sendoso demo to learn how your business can leverage our sending platform.