Customer Story

Cornerstone realized $4k in influenced pipeline for every dollar spent

Cornerstone provides cloud-based people development solutions that help organizations recruit, train, and manage their people.

With Senior Marketing Strategist

Sara Schonfeld

30%

lead-to-opportunity conversion rate

$4k

in influenced pipeline for every dollar spent

$7M

in influenced pipeline

Cornerstone provides cloud-based people development solutions that help organizations recruit, train, and manage their people.

Challenge

Sara Schonfeld, senior marketing strategist at Cornerstone, partners with sales reps to target key accounts to generate pipeline. Direct mail was proving to be one of their most effective tactics and an important part of their account-based strategy.

However, in the past, Sara was using another platform that limited what they could send. The legacy tool lacked integrations with Salesforce and Outreach, preventing her team from automating and measuring sends within the tools they already use. Sara wanted a platform that made it easy to scale their sending based on tiered accounts, along with the ability to execute highly personalized 1-to-1 sends or automate 1-to-many sends.

Strategy

After implementing Sendoso, Sara partnered with sales to send out gifts to secure meetings with their strategic accounts that hadn’t responded to outreach in the past. She started her campaign by giving her sales team a 3-week time frame to identify accounts and contacts for the program.

Then, Sara worked closely with her sales ops team to develop a sequence inside Outreach. Their sequence began with an email letting the prospect know that they would be receiving something the day before it arrived. Sales reps were then able to send out gifts with a click of a button directly from their Outreach sequence. Sendoso automatically posted the tracking status of the gift directly into the Outreach activity feed. After the items were delivered, Outreach automatically added the prospect to their follow-up sequence so they could connect with a phone call and an email that same day to secure a meeting.

I think the most important part of our strategy is the real partnership between sales and marketing.  It’s not about a truffle, no matter how delicious.

Results

For every $1 spent on the gifts, Sendoso influenced $4,000 in pipeline for Cornerstone. The campaign saw a 30% lead-to-opportunity conversion rate, influencing $7 million in pipeline.

Sendoso helps Cornerstone accelerate deals and set meetings with the prospects we normally have a difficult time getting in touch with. The unique sends help us break through the noise and come in with a message that resonates

Sara Schonfeld

With Senior Marketing Strategist

Start sending, start connecting, start driving revenue.

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