Generating 15X ROI with an Oscar-Worthy Send
With Zendesk Integrated Campaigns Manager
Senior Regional Marketing Associate
Senior Marketing Manager of Regional Operations & Programs
As the COVID-19 pandemic hit, the Zendesk marketing team needed a unique campaign to accelerate open deals and engage prospects stuck at home.
They partnered with Sendoso to create a family-friendly direct mail campaign, using the platform’s robust automations and integrations to scale the send to hundreds of contacts.
Quarter-over-quarter increase in new business pipeline generation attributed to direct mail
Zendesk is a service-first CRM company that builds software designed to improve customer relationships.
Seeking integrations to scale sends
Zendesk’s regional marketing teams serve as liaisons to the sales team, helping to tailor global marketing campaigns to specific geographies and sales priorities. The regional marketing team includes Aaron Nicholas, Integrated Campaigns Manager, who manages the West Coast region for Zendesk’s commercial segment; and Kimberly Walker, Senior Regional Marketing Associate, who manages Canada; and Miru Natarajan, Senior Marketing Manager of Regional Operations & Programs, who manages marketing operations for North, Central and South Americas.
Early on, the team didn’t have any automation or integration capabilities for direct mail. They chose Sendoso to shift from 1:1 sends to a robust direct mail program where contacts received personalized gifts and flowed seamlessly from their CRM to their marketing automation platforms. Miru serves as the Sendoso admin, helping to execute direct mail automations, set up integrations, and create detailed reports.
Making movie magic with direct mail
They browsed the Sendoso Direct catalog and decided on an “At Home Movie Night Kit” complete with popcorn, snacks, a movie trivia game, and a movie-themed cookbook. The team also created a Zendesk-branded blanket to include in the gift.
“We wanted to add a Zendesk touch to the gift, which is why we added a branded blanket to make sure our prospects had everything they needed for a movie night,” said Kimberly.
The team worked with AEs to identify top contacts already in conversation with sales. The goal was to accelerate these open deals by creating a memorable brand experience that made Zendesk stand out from competitors.
“Address Confirmation has been really beneficial,” noted Kimberly. “We had tried a direct mailer before Sendoso, but people were hesitant to share their mailing address. Sendoso gives them more confidence, helping them understand that their address isn’t being shared across other platforms. That’s helped our opt-in rate for direct mailers since we can’t just send them to people’s offices anymore.”
They also used Sendoso’s Salesforce integration to track responses and trigger deliveries to contacts as they opted in. Once the contacts received the gift, the marketing team used Eloqua to send an automated Amazon eGift card so contacts could rent a movie. Finally, the sales reps kept the conversation going by using Sendoso’s Outreach integration to ask about their movie night experience.
Driving results and efficiency in a virtual world
Anecdotally, they also saw high engagement and positive feedback from both the customers and their sales reps. “Our sales team was excited about leveraging this gift and sending it to prospects,” said Aaron. A number of prospects proactively reached out to thank the Zendesk reps, sharing messages such as:
“Just wanted to send a quick thank you for the movie night gift box. Such a fun little gift to receive and my kiddo was VERY impressed with microwave popcorn bowl/seeds. I guess he’s never seen popcorn that is not already in a bag!”
“Thanks for sending this. We have really enjoyed the Home Movie Night and wanted to send our appreciation.”
“We really enjoyed it and still are.”
The marketing team also celebrated the time saved thanks to Sendoso’s automations and integrations, and will continue to scale their direct mail program in the future.
“The cool thing is, we automated everything in Sendoso and integrated with our CRM to track each step, from opting in, to starting a send, to delivery,” explained Miru. “Then, we pulled that information into Eloqua, where we could automate the eGift email instead of manually uploading a list. That’s all worked really well.”
The cool thing is, we automated everything in Sendoso and integrated it with our CRM to track each step, from opting in, to starting a send, to delivery. Then, we pulled that information into Eloqua, where we could automate the eGift email instead of manually uploading a list. That’s all worked really well.
– Miru Natarajan, Senior Marketing Manager of Regional Operations & Programs, Zendesk