Reducing Manual Work by 80%
How Lacework leveraged Sendoso to eliminate manual work and increase campaign scale.
With Sr. Marketing Campaign Manager at Lacework
Lacework needed a Sending Platform to streamline processes and improve efficiencies in their direct mail campaigns.
Partnering with Sendoso enables the Lacework team to scale creative direct mail campaigns that help them stand out from the rest of the marketing noise.
reduction in time spent
increase in scale
Lacework provides cloud security and compliance across multi-cloud environments, workloads, containers and Kubernetes, enabling companies to innovate with speed and safety.
Santa Clara, CA
Gaining demand generation traction with direct mail
Amy Vosters, Sr. Marketing Campaign Manager, joined Lacework while the company was still in stealth mode, tasked with building their digital presence ahead of the initial product launch. Since then, Lacework has grown to about 150 employees and Amy’s responsibilities now include the ownership of ABM programs and initiatives, including digital marketing, and campaign management.
Prior to implementing Sendoso, Lacework launched direct mail campaigns with the goal of driving demand, but it ended up taking over much of Amy’s time. “Before Sendoso, I had to design the cards, print and have them shipped to the office, stuff envelopes, print labels, and then do the Amazon fulfillment — all manually,” explained Amy.
Initially, the Lacework team used Sendoso as a “door-opener,” enabling SDRs to send $5 coffee eGift cards to help secure meetings, or larger gift cards with the message “Have lunch on us.”
Once they started to see traction, the marketing team created a campaign targeting the top cloud innovators featured in Forbes The Cloud 100 list. They used Sendoso to send a champagne bottle and handwritten note to nearly every honoree:
I saw you were named on The Cloud 100 list by Forbes. Congratulations, that’s a great accomplishment! Did you know that Lacework provides cloud security solutions to many of the organizations on this list? Let’s ensure you’re on the list again next year, we’d love to chat.
Rising above the noise
The campaign gave sales reps a reason to follow up and ask whether a prospect preferred Bose Q35 headphones or Apple AirPods Pro. Sales reps then used Sendoso’s Amazon integration to fulfill the headphones immediately.
In exchange for your time, we’ll help you block out your own noise with noise-cancelling headphones.
Shifting to virtual events
Making an impact on efficiency
This process is a major improvement to the team’s previously manual processes. Prior to Sendoso, multiple times per day, SDRs would ping Amy once a meeting was over, then she’d have to go to Amazon, use the company credit card, and send a one-off gift card — in addition to juggling her other daily responsibilities.
“Rather than a disjointed process where fulfillment was outsourced to marketing, Sendoso made the gift card follow-up immediate, cohesive, and with very little room for error,” said Amy. “Closing the time between meeting completion and receiving the gift also helps create a positive association of Lacework for the prospect.”
The creativity of Lacework’s direct mail campaigns, in addition to a frictionless gifting experience, has paid off. In fact, about 21% of Lacework’s closed-won deals in 2020 have included a Sendoso touch.
And that means Amy’s job has gotten a little bit easier, too. When asked how many hours Sendoso has saved her, Amy joked, “Too many to count!”
Teams Using Sendoso
Reduction in Time Spent
Closed-won Deals That Included a Sendoso Touch
Rather than a disjointed process where fulfillment was outsourced to marketing, Sendoso made the gift card follow-up immediate, cohesive, and with very little room for error