Uberflip needed better Sales and Marketing alignment and an effective direct mail solution for its account-based programs. Using the SalesLoft and Sendoso integration, Uberflip accelerated and scaled its account-based marketing performance. The Marketing and Sales teams launched an award-winning campaign, generating more than 3000% ROI on pipeline value and a 450% return on closed revenue to date.
Who is Uberflip?
Based in Toronto, Uberflip is the world’s first Content Experience Platform. Uberflip enables marketers to create digital experiences with content for every stage of the buyer journey.The company uses an account-based marketing (ABM) strategy to help attract and convert target accounts into pipeline and revenue.
Challenge: Align Sales and Marketing Around Account-Based Efforts and Direct Mail Programs
Heidi Vandermeer leads Uberflip’s ABM programs. Three colleagues on the Demand Generation team support her within the company’s 19-person marketing department.
Uberflip’s sales team has used SalesLoft’s Sales Engagement platform for several years. The marketing team uses SalesLoft to streamline sales followup in account-based prospecting campaigns, while closely collaborating on messaging with sales. The company wanted to make better use of the platform to align account-based marketing and sales efforts.
Uberflip had been using digital marketing to support ABM efforts for some time when it decided to add direct mail as a component of its integrated ABM programs. Prior to using SalesLoft and Sendoso to support its ABM efforts, Uberflip’s direct mail programs were more marketing-driven. As a result, they often felt disconnected from sales efforts.
For example, the team would put together a prospect mailing list, execute a campaign, and invest marketing resources to ensure reps were following up on responses from the campaign. The effort was inefficient and disjointed.
Solution: An Automated Direct Mail Experience That Unites Sales and Marketing
To more effectively manage its direct mail programs and align marketing and sales efforts, Uberflip’s marketing team expanded its use of SalesLoft by incorporating the platform’s Sendoso integration.
With an automated solution in place, Uberflip is better able to deliver direct mail experiences for both personas (target groups) and one-to-one prospects. The marketing and sales teams also benefit from being able to better track delivery and follow-up efforts. A more unified approach ensures messaging is aligned and consistent across the buyer’s journey.
Using SalesLoft and Sendoso, Uberflip has seen significant response rate improvements since integrating direct mail into its multi-channel marketing efforts.
Prospects love the experience of receiving something physical in the mail. It feels like a gift to them – especially when it’s a relevant and well-timed mailing. When this happens, prospects are more willing to participate in the sales process and respond to our prospecting efforts. — Heidi Vandermeer, Account-Based Marketing Manager at Uberflip
Sales and Marketing as Partners
This effort has created a natural opportunity for the marketing and sales teams to work more closely around campaign and message development. Marketing has been able to take on more of the workload for sales, helping reps to focus on higher-priority sales tasks.
Beyond using SalesLoft and Sendoso together, the marketing and sales teams meet each month to align their account-based campaigns and programs. Marketing also uses the time to provide the sales team with updates on ongoing performance.
Lastly, Uberflip sees success using SalesLoft and Sendoso to help Account Executives build stronger relationships with prospects. The platform integration provides these reps with easy gifting options to help them progress deals.
We simply wouldn’t have been this successful without the help of SalesLoft and Sendoso. — Heidi Vandermeer
Result: Time to Execute Direct Mail Campaigns Cut in Half, Plus 3000% ROI on Pipeline Value
With the SalesLoft and Sendoso integrated solution, Uberflip has cut the time it takes to execute direct mail campaigns in half.
One example of this success is Uberflip’s “Launch Kit” program which uses SalesLoft and Sendoso to automate new customer onboarding efforts. When a prospect converts, the customer marketing team activates the Launch Kit program, a welcome kit that Sendoso fulfills on-the-fly.
“Our Customer Marketing Launch Kit has been very effective,” Heidi said. “Sending a small welcome package on behalf of our team after the prospect converts really helps to get the relationship started on the best terms.”
Even more impressive, one of the campaigns that Uberflip ran using Sendoso and SalesLoft earned Heidi an ABMie for Best ABM Campaign at Scale at FlipMyFunnel’s annual awards event. The campaign involved selecting a list of prospects from three key personas at targeted accounts and sending them a “hot pink” box with a demo offer using Sendoso. Heidi was able to coordinate sales follow up with SalesLoft, while also running ads and digital content-based campaigns on the marketing side.
Uberflip’s marketing and sales teams ran a multi-channel campaign that:
- Aligned marketing and sales messaging
- Integrated content marketing, demand generation, and account-based tactics
- Ran at scale for 500 accounts
At the conclusion of the campaign, Uberflip generated 60 meetings and 40 net new opportunities. This translated to more than 3000% ROI on pipeline value and a 450% return on closed revenue to date.
The campaign helped marketing and sales generate a ton of engagement across our most important target accounts. It was a great success and example of how marketing and sales can accomplish much stronger results by working more closely together. More importantly, our prospects loved the promotion and think highly of Uberflip, which will continue to pay dividends for us in quarters to follow. — Heidi Vandermeer
Since then, Uberflip has enjoyed additional success using Sendoso to streamline incentive fulfillment across marketing and sales programs. By incorporating Sendoso into its marketing and sales workflow with SalesLoft, Uberflip makes it easier for reps to follow up on direct mail with prospects and execute cross-functional account-based campaigns with sales. This integration has also greatly reduced the administrative burden and time associated with these activities for reps.
Using a coordinated approach across multiple channels with both sales and marketing, Uberflip is making a much stronger first impression with future customers. The team regularly receives positive feedback from prospects who are impressed by how sales and marketing work together.
To learn more about how you can be successful with your account-based strategies, check out Your Account-Based Strategy Playbook: How to Build “Sales First” Account-Based Programs.