Customer Story

A 333% Increase in Marketing Contributed Revenue

How MarketStar exponentially increased their ABM impact with a variety of initiatives and marketing tactics, including Sendoso.

With MarketStar Senior Manager of Demand Generation and ABM,

Amy Wilde

Challenges

MarketStar needed to stand out to VP and Director level targets in a competitive market and in a newly-remote world.

Results

With a combination of initiatives, including Sendoso, MarketStar was able to incorporate an ABM strategy that included personal touchpoints with buyers at enterprise accounts, increasing marketing contributed revenue by 333%.

333%

increase in marketing contributed revenue from 2017 to 2019 after implementing a robust ABM strategy

35%

meetings set rate following an In Good Taste event

MarketStar helps technology companies expand their sales footprint through B2B outsourced sales.

Headquarters

Ogden, Utah

Founded

1988

Company Size

1,500+

Website

Industry

Sales Outsourcing

“Our target audience has very little spare time to take meetings.”

As a company that provides quota-based outsource sales, MarketStar works with some of the most recognizable tech companies in the world. However, getting the attention of their top sales executives to start that relationship is a challenge.

“These companies come to us because they want to expand their sales reach,” said MarketStar Senior Manager of Demand Generation & ABM Amy Wilde. “They either don’t want to stand up a new sales team in-house, or they’re looking to augment or expand their existing team with an outsourced play.” She and Business Development Manager Maci Martinez are tasked with generating and nurturing leads from companies that typically have $250M+ in revenue. Their targets are VPs, directors, and above—people with very little spare time or attention.

“Sendoso has definitely helped us get that first foot in the door.”

Amy and Maci kicked off a partnership with Sendoso 18 months ago and their process of gaining the attention of buyers has transformed completely. Amy has found success with a one-to-one ABM campaign focused on sending personal gifts to prospects to celebrate important milestones. “I watch LinkedIn like a hawk to see when one of our targets gets promoted or moves to a new company—or even is having a baby—and I’ll send them a nice, custom gift,” she said. “It’s such a personal way to connect with them, and trigger a conversation that otherwise would not have happened.”

This strategy has helped MarketStar book an appointment with an account they’ve been prospecting for many years. “We weren’t getting any traction at all with this company,” said Amy, but when she saw the head of sales got promoted, she sent him a bottle of wine using a Sendoso Canadian vendor. “He finally got back to me to thank us for ‘such a beautiful gift.’” Now the team has a meeting with him scheduled, and Amy considers it a huge win for the company.

It’s way more than just getting a gadget in the mail—we’re able to send really meaningful gifts.

Powering memorable remote events

In a COVID-19 world, Amy and Maci are finding ways to connect through unique remote events that prospects actually want to attend. The team partnered with Sendoso to host a remote wine tasting and networking event withIn Good Taste. Maci sent personalized invites and customized each note according to the person. “We do not believe in automated email marketing for something like this. It’s simply not genuine enough,” she noted.

A few days before the event, attendees received eight mini bottles of wine. They were then led through a 30 minute tasting by In Good Taste, followed by a networking hour. “The attendees loved it,” said Maci. “We had a hard time ending the event because they were enjoying networking on the happy hour!” 

The team found that by focusing on the unique experience of the event rather than just presenting a MarketStar pitch deck, they were able to make an impact that resonated with attendees and drove further engagement.

We’re no longer remote skeptics at MarketStar thanks to Sendoso. We can send gifts and host virtual events that actually drive results.

The In Good Taste event went well over the scheduled time, with 88% of those invited in attendance. Amy’s team has already set five follow up meetings. It was so successful that Amy and Maci have already planned their next one, this time focused on customer success leaders. “Sendoso has helped us achieve these amazing conversion rates during virtual events,” said Amy. 

In the year since they’ve partnered with Sendoso, they’ve also implemented a targeted account-based inbound and outbound outreach program, LinkedIn ads that drive specific brands to custom webpages, and educational webinars and podcasts. With these tactics in place, MarketStar has seen a 333% increase in marketing contributed revenue, and as of the start of Q3, they’re already at 70% of last year’s numbers. “We’re looking forward to what’s next.”

Campaign Details

Teams Using Sendoso

Marketing
BDRs

Attendance Rate

88%

Enterprise Meetings Set

5

We’re no longer remote skeptics at MarketStar thanks to Sendoso. We can send gifts and host virtual events that actually drive results.

Amy Wilde

Senior Manager Demand Generation and ABM

Learn how you, like MarketStar, can use Sendoso to virtually make connections with buying decision-makers.

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