The goal of Cradlepoint’s direct mail strategy is to book meetings. Marketers follow up with gifts to warm prospects. With Sendoso, Border has seen an improvement in meeting conversions.
“We really see an advantage of enabling our SDR teams in their outreach to schedule meetings, but also with our sales team,” she said. “Whether SDRs are using direct mail for cold calls and trying to get the door open, or they’re trying to build a relationship with an open opportunity, or they’re trying to even push an opportunity over the finish line.”
Cradlepoint’s Work from Anywhere campaign is a prime example of account-based marketing done right. The goal was to create awareness about new Work for Anywhere solutions and a Cradlepoint product offering. So the team used direct mail to target high-quality accounts and incentivize booking demos.
The results totalled $530,000 in influenced pipeline and $40,000 in revenue.
Again, Cradlepoint used the three-tier approach targeting the public sector and enterprise companies with direct mail.
- Tier 3 – Received a “meeting in progress” door hanger directing prospects to the public sector website.
- Tier 2 – Received a book safe with a branded card directing them to the enterprise website.
- Tier 1 – Received noise-cancelling headphones with a branded card directing them to the enterprise website.
Costs were kept low and the play was repeated.
Proof that budget-friendly sends can pay off, another marketing campaign targeting emergency management services saw an 89% send rate. The gift was a Cradlepoint branded coffee mug. Sendoso offers a full online catalog of branded merchandise for companies to pair the perfect bit of swag with their messaging.
Border says those branded gifts may be small, but Sendoso has helped boost their ground-level marketing in a big way.
“We’re trying to build our inventory and create some of these touches that the teams can use in their efforts,” she said.
Another campaign aimed at public transportation agencies nailed its goal by booking meetings and influencing $2.36M.