Customer Story

Increasing Pipeline Influence by 1400%

How ExtraHop used Sendoso to increase direct mail impact through thoughtful, creative campaigns.

With ExtraHop Campaign Marketing Manager,

Braiden Ludtka

Challenges

Prior to partnering with Sendoso, ExtraHop managed direct mail efforts by hand, losing out on important pipeline influence data.

Results

Through Sendoso integrations with Outreach and Salesforce, ExtraHop was finally able to track their direct mail efforts, boost account “stickiness,” and apply more effective personalization to their ABM campaigns.

57X

return on pipeline

1400%

increase on pipeline influenced

ExtraHop delivers cloud-native network detection and response to help clients secure their IT environments.

Headquarters

Seattle, WA

Founded

2007

Company Size

250-500 employees

Website

Industry

Cybersecurity

As a cybersecurity company, ExtraHop works with enterprises to secure their IT infrastructure, protecting companies like Home Depot, Ulta, and multiple health service providers—and their customers.

ExtraHop Campaign Marketing Manager Braiden Ludtka manages ABM strategy and campaigns. She’s responsible for targeting over 7,000 accounts, engaging an executive-level audience including chief security officers, chief information officers, and vice presidents of Security. “My role is to figure out the best way to use direct mail to engage with our target accounts and key prospects,” she says.

Up until a few years ago, Braiden’s team managed all direct mail campaigns in-house. She recounted the effort this took: “We would have a party in our office kitchen where a group of us would fill boxes with tchotchkes, and then we would have to print out every single label and send them out.” Not only did this manual process result in a generic gifting strategy, but it was also impossible to track impact. “We had no way of even guaranteeing whether people received our gifts, aside from anecdotal feedback.”

One of the biggest wins with Sendoso was the ability to track who was getting our sends and being able to pull that data into Salesforce.

Empowering individual outreach at scale

Enter Sendoso. Now Braiden’s team automatically sends gifts and tracks pipeline influence through Sendoso’s integrations with Outreach.io and Salesforce.

They also trained their SDRs on the platform, and empowered them to send gifts to top prospects at their discretion. SDRs are able to add the Sendoso step directly in their Outreach.io sequences, which has streamlined the process and helped make the team more efficient.

The two-touch approach

ExtraHop has found success using a two-touch approach to get the attention of key prospects, increase the number of secured meetings, and increase account engagement. SDRs send a small gift to key targets in order to grab their attention and encourage them to set a meeting. After the meeting is set and held, they follow up with a bigger-ticket item which helps build stronger relationships with those prospects.

One particularly compelling two-touch campaign Braiden launched was centered around the idea of visibility into the “dark space” of security. After several meaningful engagements, they sent prospects a monocular with a CTA to join a meeting. They followed up the meeting with high-end night vision goggles, which helped ExtraHop keep the opportunities moving forward.

Sendoso enables us to get our prospects’ attention in a way that’s completely different than they’re expecting, which opens doors for next steps.

Navigating internal alignment

One of ExtraHop’s most successful campaigns to date has been their “SOC-NOC” campaign. In the industry, Security Operations Centers (SOC) and Network Operations Centers (NOC) represent two different arms of a company’s IT components. They have similar goals but different responsibilities and processes, and the teams often have trouble aligning.

Playing on this idea, the ABM team developed a two-touch campaign that helped drive meetings. First, they sent prospects a coffee mug with Nespresso pods with a message about bringing together SOC and NOC teams over a cup of coffee. Once SDRs set a meeting using the SOC/NOC use case, they sent over a much higher value item for the second touch—a Nespresso machine. It was an engaging way to open the conversation with new prospects and get two buying teams aligned and ready to move forward. “The SDRs loved it,” said Braiden.

Driving results through creativity

Ultimately, what do a few pairs of night vision goggles, a Nespresso machine, and other Sendoso gifts add up to? An incredible 1400% increase in pipeline influenced, a 57X return on pipeline, and a 15% increase in meetings set to held conversion rate.

ExtraHop Director, Demand Generation Joanne Kernie credits a lot of this work to the team’s insightful creativity. “We get a lot of ABM gifts from vendors that make you question whether they considered you or your business at all,” she said. “It’s our creative ability to define key elements that spur conversation, combined with Sendoso, that makes our work so impactful.”

Looking ahead to a remote-first world

As COVID-19 has shifted plans for many companies, ExtraHop is looking for new ways to drive engagement in a remote-first world. Braiden’s team has unlocked a new selection of eGifts for SDRs, including options for coffee, UberEats, GrubHub, Amazon, and more. In EMEA, charity gifts are seeing an uptick in popularity as many prospects are choosing to donate their eGifts to the NHS in support of the fight against COVID-19.

ExtraHop is looking forward to getting more teams involved with Sendoso. “In a COVID-19 world, there are a lot of traditional marketing demand gen programs that are no longer relevant with people working from home,” said ExtraHop Vice President of Demand Bill Glenn. “Our ability to leverage Sendoso is one of the best performing plays we have right now.”

Campaign Details

Teams Using Sendoso

Marketing SDR

Integrations Used

Outreach.io Salesforce

Meetings Set to Held

15% increase

Pipeline Influenced

1400% increase

Return on Pipeline

57X

Sendoso enables us to get our prospects’ attention in a way that’s completely different than they’re expecting, which opens doors for next steps.

Braiden Ludtka

Campaign Marketing Manager

Learn how, like ExtraHop, you can use Sendoso to drive measurable impact through direct mail campaigns.

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