In a recent episode of the expert interview series hosted by John Golden, Kris Rudeegraap, the co-founder and co-CEO of Sendoso, discussed the transformational role of personalized gifting within sales outreach. This conversation provided key insights into how companies can utilise gifting to enhance customer engagement and improve their sales strategies.
Rudeegraap's journey into the realm of gifting began during his tenure in software sales, where he recognised a marked decline in the efficacy of traditional email outreach by 2015. As marketing strategies became increasingly homogenous, the diminishing returns prompted him to experiment with introducing personalized gifts and handwritten communications. While these methods proved successful, they were often cumbersome to operationalize, highlighting a gap in the market.
In response to this challenge, Rudeegraap co-founded Sendoso in 2016, with the aim of streamlining the gifting process. By establishing a robust infrastructure, including warehousing and supply chain logistics, Sendoso developed a platform that simplifies the process of sending gifts and direct mail, effectively enhancing customer engagement and granting users a competitive edge.
Sendoso's evolution continued as the platform expanded its capabilities, integrating with hundreds of enterprise technology stacks. This expansion not only increased operational efficiency but also improved user security, allowing for a smoother incorporation of gifting strategies within existing business systems. The platform has since embraced the power of artificial intelligence (AI) and data analytics, launching features like “Smart Send” and “Smart Messaging”, which leverage data to recommend appropriate gifts and personalize outreach efforts.
The utility of Sendoso extends beyond sales teams, as the platform has found significant applications within marketing departments. By employing gifting as part of various marketing strategies, such as event promotions and lead conversion efforts, companies can enhance customer engagement across the sales funnel. For example, account managers may use Sendoso to strengthen relationships with existing clients, while marketing teams can drive attendance at important events.
During the interview, Rudeegraap described how AI has been integrated into the platform’s operations. The initial focus on crafting compelling marketing copy has since expanded to encompass gift recommendations tailored to recipient preferences. Looking forward, Sendoso aims to introduce features such as “Smart Delivery”, which will optimise gift shipments based on detailed recipient data, accommodating the realities of the modern workplace.
The emergence of remote work has presented new challenges in gift delivery, primarily surrounding address accuracy. To mitigate this, Sendoso has developed an address confirmation feature that allows recipients to verify their shipping details. The platform also partners with data enrichment services to enhance address precision, ensuring that gifts reach intended targets reliably.
In terms of inventory, Sendoso offers a wide array of gifting options, ranging from digital gift cards to customised promotional items, enabling companies to create personalized gifting experiences. Such a level of personalisation is critical for building genuine connections with customers.
Moreover, automation is a core aspect of the Sendoso platform. Users can trigger gifting actions based on specific activities within their customer relationship management (CRM) or marketing systems, such as dispatching welcome kits to newly acquired clients or recognising engaged prospects. Rudeegraap anticipates further innovations that will simplify the gifting process, allowing businesses to deliver the right gifts at the right moments.
Data from clients highlight the effectiveness of gifting strategies implemented through Sendoso, indicating that companies leveraging these tactics experience significantly higher win rates, improved second call rates, and expedited deal closures. In his summary, Rudeegraap reiterated the value of thoughtful gifting in nurturing relationships and enhancing customer loyalty.
As the discussion concluded, John Golden expressed gratitude to Rudeegraap for sharing his insights, underscoring the potential of gifting as a strategic tool in modern sales and marketing. The episode highlighted how companies can effectively harness the trend of personalised gifting and direct mail to foster stronger connections and drive business success.
Source: Noah Wire Services