Customer Story

One Campaign Generated 400+ New Opportunities

How Gong utilizes Sendoso to break into accounts and generate new opportunities.

With Gong Senior Director of Marketing

Russell Banzon

Challenges

To cut through the noise to gain the attention of key decision-makers at top accounts.

Results

One integrated campaign empowered sales reps to spark conversations and schedule meetings with target accounts.

400+

new opportunities influenced

Tens of Millions

influenced pipeline

Gong created the Revenue Intelligence category to enable leading revenue teams to get the unfiltered truth about their customer interactions, their deals, and transform the way they go to market.

Headquarters

San Francisco

Founded

2016

Company Size

200-500 Employees

Website

Industry

Revenue Intelligence

“It’s not what you sell; it’s how you sell it.”

Gong enables revenue leaders to adapt their strategies using real-time insights from sales conversations. Russell Banzon, Senior Director of Marketing, leads the revenue marketing team, driving events, content, marketing operations, digital, and account-based programs.

Gong’s top operating principle is to create raving fans and Russell says that “starts by grabbing the attention of prospective customers.” In 2019, faced with increasing revenue targets, Gong’s marketing and sales teams needed a new way to generate pipeline and scale as they continue to grow. As a three-time Sendoso user, Russell knew the value of direct mail, gifting, and swag. He scaled the platform, creating more touches the team could use to cut through the noise and gain the attention of buyers.

Shortly after implementing Sendoso, an SDR used the platform to spark dialogue with an SVP at a Fortune 500 company. They used the Amazon integration to send the prospect a personalized gift. The SDR’s efforts created a true surprise and delight moment and even prompted the prospect to take a meeting and post about it on social media. That was all it took for Sendoso to spread like wildfire throughout the company.

“You think of a gong and you immediately feel joy.”

Prior to launching Sendoso, SDRs would spend weeks trying to book an initial meeting with prospects. To improve lead-to-opportunity creation, the team launched a “mini gong” direct mail campaign, not only to break into critical accounts but also to create brand awareness and embed themselves within prospects’ company culture.

“A gong is a sign of victory. As a salesperson, you think of a gong and you immediately feel joy. You immediately feel your fondest memory out in the field, closing deals,” said Russell.

The marketing team partnered with the sales development team to build an account list targeting senior-level contacts. Sendoso’s project management team sourced items for the bundle: mini gongs, purple crinkle paper, a custom box, and branded custom tape—all meant to elevate each recipient’s unboxing experience. The package also included a handwritten note with the message to share the mini gong with an all-star sales performer.

Using Sendoso’s Salesforce integration, reps were notified when the package was delivered and coordinated follow-up cadences in Outreach with the message, “I saw the gong landed, who did you give it to?” to further the conversation and schedule a meeting.

In today’s climate, it’s not what you sell it’s how you sell it. When thinking about door opening campaigns, we like to differentiate Gong in a crowded market. And Sendoso allows us to cut through all of the SaaS noise.

Russell also wanted to tackle the historical problem of people not showing to meetings. One hour before the scheduled meeting, sales reps send $5 coffee eGift cards, increasing show rates by 50%.

One campaign yielded tens of millions in influenced pipeline

The mini gong bundle and subsequent Outreach sequences influenced more than 400 new opportunities and influenced tens of millions in pipeline.

When we asked Russell what he attributes to the campaign’s success he said, “not only did the campaign give our prospects a tangible piece of our brand but it also linked our value propositions with a creative message that immediately brought joy and got people excited to talk to us.”

Campaign Details

Teams Using Sendoso

Marketing
SDRs
Sales
CSMs

Technology Used

Amazon
Gong
Sendoso
Outreach
Salesforce

New Opportunities Influenced

400+

Pipeline Influenced

Tens of Millions

Meeting Show Rates

50% Increase

The average B2B buyer is inundated with digital ads and outbound prospecting emails every day. In order to capture the attention of buyers and create raving fans from the beginning, you have to get creative.

Russell Banzon

Gong Senior Director of Marketing

Learn how you, like Gong, can construct creative campaigns that generate new opportunities and revenue.

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