Gifting scores a demand generation touchdown and 15X ROI
Siteimprove shares how football-themed corporate gifts resulted in a winning account-based marketing play.
With Siteimprove Account-Based Marketing Manager,
As Siteimprove expanded into the enterprise market, they needed a personalized strategy to engage prospects and stand out from competitors.
Siteimprove generated demand, accelerated meetings, and drove revenue by deploying a variety of Sendoso campaigns.
open rate for eGift email campaign
ROI on high-touch demand generation campaign
Account-based marketing, and marketing in general, all come down to a personalized user experience. Sendoso has helped us generate unique prospecting touchpoints and separate ourselves from our competition.
An account-based marketing (ABM) strategy isn’t complete without Sendoso. Just ask Jessica Pate, account-based marketing manager for Siteimprove.
Since incorporating Sendoso integrations into their direct mail campaigns, unique touchpoints have tallied up a big win for Pate’s team. One campaign even yielded $15 in revenue per $1 spent.
“Demand generation is where we’ve had the most success with Sendoso, whether it’s a high-value piece like a football or an educational campaign like a pamphlet that brings prospects to our website,” said Pate.
Scoring points with demand generation
Siteimprove has found the most success using Sendoso for demand generation. To drive awareness and interest with targeted accounts, they send follow-up packages to prospects who have engaged with their email campaigns.
“Sendoso has helped our MDR team drastically by giving them a way to get in touch with someone other than just email, which doesn’t always allow us a foot in the door,” Pate explained.
One of their major Sendoso campaigns was Super Bowl-themed. The Siteimprove team created a “Marketer’s Playbook” designed to look like a football playbook. It featured Siteimprove experts discussing topics like SEO, accessibility, and paid search.
To accompany the playbook, they sent a Wilson football, the same brand used in the NFL. The bundle also included a handwritten note processed by Sendoso to personalize each gift. The note read, “Are you making the right plays for 2020? Use our playbook to help execute your marketing initiatives.”
Pate used lead scoring criteria to identify about 50 engaged prospects to receive the high-value gift. As a result, they drove $15 in revenue for every $1 spent on the campaign (15X ROI).
Offering key gifting platform differentiators
Founded in 2003, Siteimprove is a website governance platform driven by the need to simplify website management and make the internet a better place.
Over the past few years, Siteimprove’s team has been building off its strength in the mid-market and public sectors to expand into the enterprise market. The company brought on Pate in 2018 to implement an ABM strategy with enterprise accounts, including direct mail.
At first, Pate managed direct mail manually. But it didn’t take her long to realize she needed a sending platform to expand their sending capabilities, automate campaigns, and scale processes.
“We initially chose Sendoso over another company because of the sales experience with Kris Rudeegraap [CEO] and Ken Malave [enterprise sales rep],” Pate said. “That awesome experience has since translated to the results we’re seeing from Sendoso.”
For Pate, Sendoso offered three key differentiators that made it the perfect choice for Siteimprove. First was Sendoso’s list of integrations, including Outreach and Salesforce, which Siteimprove had recently migrated to.
“Having those integrations has been amazing,” Pate added. “I don’t know how we were executing sends before them.”
Secondly, a simple and intuitive user interface is critical for a sending platform, according to Pate. “It’s nice knowing that if I create a campaign for our marketing development reps [MDRs], they will rarely come back with questions about how to make the send,” she said.
Finally, Sendoso is a scalable sending platform, unlike direct mail vendors that serve more as swag warehouses.
“We like Sendoso because it’s not a fulfillment center—it’s a SaaS platform,” said Pate. “So we’re getting the super granular analytics from the Salesforce integration to track direct attribution and campaign influence.”
Decoding successful educational outreach
Another demand generation campaign included interactive “decoder glasses” that revealed a hidden message on a leaflet. The message included information about how websites should provide a great user experience for people with disabilities. The backside highlighted Siteimprove’s value props and included a link to learn more.
Siteimprove saw a 13% address confirmation response rate and a 7% meeting rate from the campaign.
“A lot of our inbound team’s success has been sending these low-cost items that take prospects from offline to online,” said Pate. “It’s a nice way to get the conversation started with people who are engaged but haven’t booked a meeting.”
Pandemic forces eGift pivot
At the start of the pandemic, the Siteimprove team used Sendoso to send eGift cards. Their goal? To get sales meetings back on the calendar, especially accounts that went dark. They also targeted prospects that were uncertain of purchasing during the pandemic. Their messaging encouraged clients and prospects to consider Siteimprove once the dust settled.
Pate’s team saw a 65% open rate for the eGift emails and they secured meetings with valuable accounts.
Pate has also used Sendoso’s Address Confirmation feature, which she said helped sales reps send physical gifts to the correct addresses as people transitioned to remote work.
Whether it’s a high-touch Super Bowl gift, an intriguing educational pamphlet, or a simple eGift—Pate knows that the key to a successful demand generation campaign is cutting through the online clutter with personalized outreach.