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Thank you for finding the time to speak to us, Kris! For starters, could you please tell us about your company and what your role is?

Sendoso is a B2B SaaS company and the world’s leading Sending Platform (SP). We exist to solve a modern problem: Digital noise has turned into spam, but sending direct mail, gifts, swag, and other physical items is difficult to scale.

We help businesses rise above the noise by eliminating spam and elevating relationships. Our fully integrated cloud solution leverages automation and logistics so companies can easily source, store, ship, and measure ROI for everything they ever need to send: direct mail, physical gifts, plants, perishables, customer rewards, company swag, handwritten notes, eGift cards, and anything else.

As for my role, I am the Co-founder and CEO of Sendoso.

Could you shed some light on what your workday normally looks like?

Certainly! I spend a large part of my time traveling around to meet with customers, prospects, and partners to learn more about the problems they are facing, how Sendoso can solve them, and what their overall experience with Sendoso is like.

I also spend time aligning with our executive team members to ensure we’re working toward the same goals and remove roadblocks, as well as define our north star and help each teamwork toward it.

What would you say are some of the biggest challenges in your role?

Some of the challenges for a CEO at a hyper-growth startup are how quickly you have to let others take over the day-to-day activities that you used to do yourself so that you can run the company at a higher level.

discovering customers sendoso

I enjoy being in the weeds and still am, in certain areas, but far less than I was a year, six months, or even three months ago.

Let’s discuss your customer profile. Who is he/she? And what steps did you take to identify him/her?

Our customers are marketers, salespeople, customer success reps, human resources teams, executives, and anyone else who wants to build relationships with the people important to their business.

Our ideal customer profile is mid-market and enterprise companies across a multitude of industries. Now, a bit about the process itself – identifying our ideal customer profile involved looking at the technographic and firmographic data of the companies we work with, as well as the roles of the users on our platform.

Identifying our ideal customer profile involved looking at the technographic and firmographic data of the companies we work with, as well as the roles of the users on our platform.

 

We also conducted prospect and customer interviews to really understand their pain and how our platform was solving it. We also have a small segment of our sales team dedicated to testing new markets, so our ideal customer base continues to evolve.

And how do you ensure your customers are happy?

We offer a number of resources to ensure our customers are both happy and successful.

Our customer success team acts as the main point of contact for customers. They are the people who onboard our customers and are there for any questions, technical issues, or any other requests that they may have.

discovering customers

Our project management team helps brainstorm, source, and order items for direct mail and gifting campaigns. They have expertise from sending thousands of gifts out on the daily and utilizing their large vendor network to do so.

Our account strategy team works to get to know clients on a deeper level and use their expertise in various business strategies to augment our customers’ current strategies.

Our customer experience team handles all support functions, allowing customers to contact them in the way that’s easiest for them (whether that’s through chat, phone, email, or another channel).

Finally, our strategic accounts team works to identify new use cases where our customers can see value using Sendoso within their organization. We measure our customer satisfaction scores through NPS surveys.

How do you generate and nurture leads?

Primarily, we use our own platform to generate and nurture leads.

Direct mail is by far our best-performing channel (which our platform enables us to send at scale). We see much better response rates and up to 2,500% return on the pipeline from our direct mail campaigns.

Direct mail is by far our best-performing channel (which our platform enables us to send at scale). We see much better response rates and up to 2,500% return on the pipeline from our direct mail campaigns.

In one recent direct mail campaign, we sent 2,000 pop-up boxes to prospects in our ideal customer profile. The pop-up boxes had fun messaging about how to make marketing messages pop and ideas for direct mail campaigns people could run using our platform.

We then had individual sales reps follow up with each person to ask if they’d like to learn more about how we sent those direct mail pieces out.

What about user activation? How do you ensure that newly registered clients become active users of your services?

We send each of our new customers a welcome kit complete with a note from me, guides for getting started, and fun Sendoso-branded items. Then, all of the customer-facing teams I mentioned above work every day to ensure that our customers are successful and happy with our platform.

Are there any marketing tools you can’t imagine working without?

I’d definitely have to say our own platform, which integrates into our CRM, sales acceleration, marketing, and customer success tools.

It simply wouldn’t be possible for us to send direct mail, gifts, swag, customer rewards, and more with the level of personalization and at the scale we do—not to mention measure the ROI—without Sendoso!

Last question – if there is one piece of advice you could share with your fellow marketers what would it be?

Start utilizing direct mail as a channel. The U.S. Postal Service, Canada Post, and the United Kingdom’s Royal Mail have found that direct mail is more valuable, memorable and persuasive than messages via digital channels like email.

discovering customers

People can delete your emails and ignore your calls, but they aren’t going to trash a package that arrives on their doorstep or desktop.


Anna and Kasia

The invincible content team at Survicate.