Sales Playbook: Solidify Relationships with Personalized Sending at The Sales Development Conference 2020

1. Sales Playbook: Solidify
Relationships with
Personalized Sending
Sendoso Session

2. Sales Manager
Jordan Luvisi
Speakers
2
Integrations Product Manager
Cody Farmer

3. Agenda
Why Sending?
Sending Playbook - Note Competition
SDR Playbook
1
2
3
AE Playbook4
Live Demo
Outreach, Salesforce, and SalesLoft
5

4. B2B buyers
have tuned out.
Forward-thinking marketing, sales,
and CX leaders are driving
revenue by enabling their teams to
make real, authentic human
connections.
4

5. Things are different
than they were
several months ago.
In-person engagement is
limited.
Channels are limited.
Budgets are constrained.
5

6. The sales, marketing, and CX playbook
you were using has changed.
It’s time to evolve
your approach
with Sendoso.6

7. 7
OUT-OF-THE-BOX
eGifts, Sendoso Choice, Sendoso Direct
HIGHLY PERSONALIZED
Anything from Amazon
BRANDED
Branded Sendoso Direct, Swag, Box
Bundles, Mailers, Handwritten Notes
Limitless sending options—from out-of-the-box to highly
personalized.

8. A publicly traded software company
with 1,000+ employees built $100M
in pipeline and recognized $30M in
revenue from one Sendoso holiday
campaign.
8
Pubnub saw a 32% increase
in webinar registrations
since implementing
Sendoso and a 14%
increase in responses from
SDR outreach.
Uberflip got 80% of their customers to
complete onboarding tours.
Lessonly saw a 60% virtual
event attendance using
Starbucks eGift cards the day
before the event.
LiveRamp saw a high correlation between
renewals and a Sendoso touchpoint.
Measurable results in each stage of the sales funnel.
Customer
Onboarding
Sales
Retention &
Renewal
Prospecting / SDR
Demand Gen

9. 9
Drive Interest Engage Prospects Accelerate Pipeline Onboard Customers Increase Retention
Engage, convert, and retain customers with strategic sending.
Incentivize leads
to take meetings
and show up.
Motivate prospects
to sign contracts with
highly personalized gifts.
Stay top of mind
with branded sweet treats.
Show customers you care
with branded welcome kits.
Celebrate customer
renewals
with champagne.

10. SDR’s need structure and a plan to execute
● When do I send?
● Who do I send to?
● What do I send?
Follow up process is critical
● You get a notification that your send has been delivered… now what?
○ Calls, emails, voicemails, and LinkedIn
○ “What do I say?”
○ “How many times do I call?”
○ “When should I call them?”
○ “I will call them later…”
Sending Playbook

11. Segmenting Your Sends
1:1
1:
Few
1:
Many
● Full year plan, close alignment with field
● High personalization, funnel appropriate plays
● Focus on contacts needed
● Goal is Closed Won deals
● Reevaluate accounts at midyear
● Focus on cohort marketing - build cheat sheets
○ Align on deal stage
○ Use case - behavior
○ Partner opportunities
● Drip nurtures, event invites, webinars
● Field driven account selection
● Integrated campaigns & evergreen assets
○ Industry and persona driven
○ Mini regional campaigns

12. Top Target Prospects with past
engagement
● Utilize a physical personalized
send
Pro-Tip: Double touches across multiple
channels to humanize approach.
The messaging in your note should be
short, sweet, and catchy.
Who are they sending to?

13. Sendoso Touch Lands: Call Email Useful Content Own the CTA!
Call them!
Leave a voicemail
if no answer
Personalized Email
Reference the send
Useful Content
Be relevant
Follow-Up is Key

14. Drive Interest & Build Pipeline

15. 15
HOW TO
Enable SDRs to Build Pipeline
with Sendoso & Outreach.io
GOAL
When COVID-19 hit, business didn’t stop. Demand
Generation needed to partner with the SDR to break into
target accounts.
STRATEGY
Utilizing Sendoso and Outreach, the SDR team selected
Target Accounts to send a mini gong with a handwritten
note containing no ask. After the send landed on the
prospects door, the SDRs followed-up immediately with
an Outreach sequence.
RESULTS
400+ opportunities created
Russell Banzon
Director, Demand Generation
Gong.io

16. We launched a Work from Home campaign where SDRs
could send relevant Sendoso choice, Address
Confirmation and Sendoso Direct sends to prospects.
Consider these
smaller quantities &
kid-friendly options
when sending to
homes.
INTEGRATIONS:
HOW TO
Generate Top Of Funnel Pipeline
Sendoso using Sendoso
16
20% meetings set with 81% attendance
76% meetings converted to opps
$500 of pipeline created for every $1 spent
STRATEGY
RESULT

17. STRATEGY
Bolster cold outbound outreach to increase
meeting rates while also keeping conversations
alive throughout the sales process by sending
eGifts and Sendoso Direct items, like succulents.
RESULT
10% increase in cold-outbound meetings booked
25% of League’s closed-won deals included Sendoso
HOW TO
Bolster Cold Outbound Outreach
with eGifts & Sendoso Direct Items
17
INTEGRATIONS:

18. Meeting Makers

19. Create new sales opportunities by sending Visa
and food delivery eGifts to prospects with a note
from SDRs about using funds to support local
shops or restaurants
53 opportunities created
$1.2M in revenue
Publicly traded cybersecurity company with
1,000+ employees
HOW TO
Create New Sales Opportunities
with eGifts
19
INTEGRATIONS:
STRATEGY
RESULT

20. Open doors with prospects by
sending branded hot sauce with a
handwritten note that reads “Spice up
the office!”
33% increase in meeting show rates
HOW TO
Open Doors
with Customized Packages
20
INTEGRATIONS:
STRATEGY
RESULT

21. AE Playbook

22. Bring People
together
Humanize ConnectionStay on top of mind
Goals

23. Re-engage buyers at target accounts that
resulted in closed-lost opps by sending
branded Oreo boxes
62% conversion from lead to opportunity
$5 million in pipeline
HOW TO
Re-engage Buyers
with Branded Oreos
23
STRATEGY
RESULT

24. 62% Address Confirmation Response Rate
$3.3M Pipeline Influenced
26% Deals Progressed Stage Week After Send
Re-engage Stalled Opps
Sendoso using Sendoso
Sales identified ~150 stalled opportunities due to
the pandemic. We built an integrated campaign to
re-engage and win back the momentum.
INTEGRATIONS:
HOW TO
24
STRATEGY
RESULT

25. Enabling your Team

26. Enabling Sales & SDRs to Send
26
Best Practice Advice:
Your goal as a marketer working with sales should to
remove all friction from the sending process. Make sure
you have the appropriate integrations set up. Include
when reps should use the send either in the notes or
title of the Sendoso Touch. Provide outreach copy for
the team and emphasize the importance of follow up.
Find an early adopter / champion and create FOMO
among other reps.
● Business Objective
Build and Accelerate Pipeline
● Integrations
Salesforce, Hubspot, SalesLoft, Outreach, Xant
● Quick Tips
Set up integrations, write copy for reps, be explicit
on when to use each touch, share results regularly
● Recommended Sends
eGifts: coffee, lunch, Amazon & wine.com
Physical: branded swag, sweets, succulents
Amazon: alma mater items, business books
● Key Metrics
Response rate, meetings booked /attended,
response to opp rate, pipeline influence and won

27. Give your sales
strategies a
massive boost.
27

28. 28
Live Demo

29. Q&A

30. Thank You
Jordan Luvisi
jordan@sendoso.com
Cody Farmer
cody@sendoso.com