Generating Over $4M in Influenced Pipeline

When in-person events were cancelled, Zoey’s team brainstormed new ways to connect with prospects and generate demand. In June, they launched Sips & Security, a series of virtual cocktail classes targeting high-value security professionals at established companies.

To drive attendance, the BDR team sent personalized, 1:1 messages to qualified ABX targets via email, LinkedIn, and phone. Because this was such a unique event idea, they saw a 57% conversion rate from registrant to attendee — higher than any other event Zoey had managed on at FireMon.

Once a prospect registered, Zoey used Sendoso to send a Crafted Taste cocktail kit, which included a bottle of bourbon and ingredients to make an old fashioned cocktail. The one-hour event, hosted by professional mixologist and A Bar Above co-founder Chris Tunstall, provided attendees with a quick overview of FireMon but primarily served as a fun gathering with cocktails and trivia. “We encouraged everyone to turn their cameras on and pretend they were in their favorite bar,” said Zoey.

Afterward, the BDR team quickly followed up with personalized emails and eGift cards saying “Next round is on us!” to schedule follow-up meetings and share more about FireMon. The results are worth celebrating. The Sips & Security series drove a whopping $1.8M in net new pipeline and influenced over $4M in pipeline — surpassing their ROI goal by 570%.

“They were the most effective events of all time,” said Zoey. “When you find the right experience for your target base, make the whole experience about them, and follow up strong and fast — that’s what really closes the gap created by conference cancellations.”

FireMon’s BDR team uses Sendoso to support their opportunity generation efforts, as well.

To secure sales meetings, BDRs send food delivery eGift cards and, using Sendoso’s SalesLoft integration, can track how those meetings progress into opportunities that impact pipeline. They also use Sendoso’s Amazon integration to send highly personalized gifts like swag from a prospect’s alma mater. These campaigns help BDRs and channel account managers secure and follow up after meetings with valuable indirect sellers.

“Sendoso is very easy for BDRs to learn to use, compared to what I’ve seen from other sending companies,” noted Zoey.

FireMon’s channel marketing team leverages Sendoso for relationship-building with key channel partners. The channel team focuses on quality over quantity, sending one-off gifts like exclusive FireMon swag and Sendoso Direct items like wine tasting kits and chocolate samplers.

Looking ahead, Zoey is already brainstorming additional virtual event ideas. She also has plans to incorporate Sendoso campaigns into FireMon’s customer marketing program, including setting up a trigger to send a gift package with cookies and a mug to launch their newly redesigned User Center.

Marketing teams today need technology platforms that can quickly pivot in today’s changing landscape. For Zoey, Sendoso enables that agility. “Sendoso’s flexibility is probably the biggest thing for me,” she said, “I like how we can build touches into campaigns, or build campaigns around touches.”

Zoey said that another benefit of Sendoso is the strong relationship with her Sendoso customer success manager, Sarah Steinberger. “She is always super responsive, and usually gets back to me within an hour,” explained Zoey. “We’ve had calls late in the evening. It’s great to have a CSM who’s so engaged and on the ball.”