Demand generation team scores with direct mail pivot
How utilizing eGifts helped Rapid7 sales development representatives engage new prospects during an uncertain time.
With Rapid7, Demand Generation Manager
The COVID-19 pandemic disrupted Rapid7’s direct mail strategy as customers and prospects shifted to remote work.
Rapid7 pivoted its direct mail strategy to focus on eGifts using Sendoso’s automation instead of physical items.
As a cybersecurity company, Rapid7 is experiencing swift growth. Like many quickly expanding companies, they realized their sales representatives needed more support and tools in their engagement playbooks. This became increasingly important during the COVID-19 pandemic.
Scaling demand generation direct mail
Rapid7 is a thought leader in cybersecurity. The company’s regularly published research reports make valuable B2B direct mail content for prospects and customers. With Sendoso, Rapid7’s demand generation team was able to reach even more prospects and personalize their sends to drive engagement.
Initially, direct mail campaigns were handled in-house.
However, the implementation took a lot of employee time and resources according to Jessica Fernandez, a demand generation manager at Rapid7. Her team was responsible for all aspects of direct mail, including printing, packaging, managing UPS accounts, and even writing handwritten notes.
More sales reps wanted to leverage direct mail as it grew more successful. The growth meant more volume for Fernandez’s team. At that point, it was clear they needed a direct mail partner to scale their efforts.
Fernandez initially partnered with a tactile marketing company but struggled to get it running. The technology wasn’t flexible and required customers to buy gift items in bulk. It meant her team couldn’t test ideas or make changes once the campaign launched.
Everything changed after Fernandez incorporated Sendoso to automate their direct mail program.
It's been awesome. I’ve received positive feedback throughout the organization. From leadership to sales reps, everyone seems to have a success story and has bought into Sendoso's capabilities.
Shift to remote work changes sales strategies
When the COVID-19 pandemic hit, Rapid7 wanted to offer support to protect people from cyber threats while working from home. Rapid7 pivoted to support this outreach. by focusing on eGifts instead of physical items.
Sales reps knew that their B2B businesses and prospects were experiencing unique challenges working from home. So they shifted their demand generation strategy by using Sendoso to connect with clients. Specifically, they used the Salesforce integration to send Uber Eats and Visa eGift cards with the following message:
“Help us support local businesses! Today, lunch is one less thing you have to worry about.”
The campaign resonated extremely well. The outreach demonstrated that Rapid7 could support evolving security needs and cared about their customers and communities on a personal level.
“Our prospects really liked the idea that they were getting an opportunity to support local companies, that weren’t getting a lot of business during that time.”
Engaging customers with eGifts
The sales team also found that these messages drove upsells among current customers. Many existing clients expanded to Rapid7’s managed security offering or other products.
“Sendoso has helped with driving new pipeline as well as keeping opportunities warm during a time like this,” said Fernandez. “The eGift outreach ended up uncovering a need for more of our products due to the current business environment.”
Rapid7 explored Sendoso’s other offerings including Sendoso Choice which allows users to curate personalized bundles for 2-4 eGifts. Then the recipient can choose from the selection. The demand generation team also looked at using Charity Choice. It offers recipients the option to donate the gift amount to a charity of their choosing.
The Rapid7 team used these features to invite customers for virtual happy hours. They sent eGifts as a reminder on the day of the event. They also used Sendoso Choice as raffle giveaways to attendees of their Remote Work Readiness webcast series.
Expanding gifting automation
Rapid7 has expanded the partnership to other teams, including business development and customer success, since bringing Sendoso on to support sales.
“The sales team is obsessed with Sendoso.”
The Sendoso gifting platform has driven direct mail and gifting continues to produce results. As a result, Fernandez said the entire organization has been supportive of the Sendoso platform.