Sam Heard, Account Executive & Carol Greiss, Senior Demand Generation Manager
Challenge: book more meetings and speed up time-to-close
Named the #6 fastest growing SaaS companies, it’s clear Dooly is doing something right to stand out. Masters of corporate branding, there’s a good chance if you go to LinkedIn you’ll see a post from their team at the top of your feed.
However, like all SaaS companies, Dooly needed their outbound strategy to break through inbox clutter and secure time with decision makers at target accounts. Plus, after ramping the number of meetings booked, the Dooly team was eager to speed up time to close.
To align go-to-market efforts toward these two goals, the team set out to build a strategic account-based marketing program centered around personalization and creating meaningful moments with prospects.
Solution: add offline touchpoints within account-based campaigns
Dooly decided to create a variety of thoughtfully curated Postal Collections targeting their ideal customer profile (ICP), sales executives. All of the gifts in the collection were handpicked based on the personal interests of the executives. They included a charity gift card as an option in all of the collections to give the recipient power of choice.
Carol Greiss, Senior Demand Generation Manager, uses Postal gifts as conversation starters and demo reminders. Dooly has the power to easily reach prospects and customers all over the globe with the Postal Marketplace. Filtering by “ship to” country in the marketplace gives the team easy access to delight prospects and customers worldwide. Leveraging Postal Reporting helps the team track campaigns, impact, ROI (return on investment), and ensure everyone on the team has their own dedicated budget.
The Dooly team has seen tremendous success with investing time into writing catchy and thoughtful email copy paired with a personalized collection or gift. Using puns or jokes to offer an item to the recipients acts as an extension of the brand personality and comes off as authentic to the prospect.
“A thoughtful gifting strategy can drive huge value if the gifting email copy is mastered,” says Carol.
Dooly saw a 3x increase in booking rates when a Postal MagicLink with a gift was included in a thoughtfully crafted email.
Showing an impact on the deal cycle is of the utmost importance to Dooly. Offline touches were added to their sales nurture campaign in an effort to stay top of mind and keep deals moving, ultimately aiming to convert the prospect to start a two week trial. The sales team runs a trial contest to encourage Dooly adoption (a point system based on usage) with prizes as an incentive.
How the contest works
After building a large collection of gifts in Postal, Sam sends it to prospects to scroll through like a catalog and enables them to choose what they’d like. He emails them several times over the course of the trial with a leaderboard, and then discloses the prize.
“People feel like it's a bit of a pattern break to try new software, which can often be boring and annoying because it's yet another thing taking away from your selling hours as a rep.”
By nature, the salespeople they’re selling to are competitive, so it drives urgency and makes learning the new tool rewarding.
Results: Dooly triples the number of meetings booked by the sales team and sees an ROI of their offline spend in 4 months
Time to ROI = 4 Months
3x Increase in Booking Rates with addition of MagicLink included in email cadence
60% of ABM campaign goals achieved within 1 month
When organizations are able to make human connections with new business, the value is priceless—Dooly's sales team was able to create more surprise and delight moments that led to increased trust and credibility.
Storytime: Throwing up the offline ‘Hail Mary’
Sam Heard, an Account Executive at Dooly, was working a deal with highly invested champions, but management was hesitant to evaluate the product. Postal gave Sam a way to multi-thread prospects on an email, send invites to a virtual afternoon happy hour event experience paired with a Dooly demo, creating excitement amongst the prospective users. While the prospects started working in Dooly’s two week trial, management pushed back with concerns about timing.
The target account is fully remote, but had plans to gather for a company onsite two weeks after receiving the “no” from management. To save the deal, Sam sent treats from the Postal Marketplace to their in-person company meeting with a handwritten card, and that gesture alone changed everything. Management requested a contract, and now they’re a happy Dooly customer.
Creating offline experiences with Postal throughout the customer lifecycle has proven to be an essential part of success, especially when it comes to Dooly’s ABM strategy. The demand generation team creates Postal Collections for sales representatives to use as part of all of their ABM campaigns. Dooly has seen a positive impact on their business using that approach: higher response rate and more people are inclined to speak with sales representatives.
Dooly’s RepVue ABM Campaign was a success because it’s the result of having marketing and sales teams aligned. RepVue was Dooly's first ABM campaign where sales & marketing collaborated to achieve the campaign's goals & objectives.
“We achieved 60% of the campaign's goals within the first month of launch,” said Carol Greiss, Demand Generation Manager at Dooly.
ROI is driven by time savings, deal insights and better data quality. With Dooly: 1. Stop wasting your valuable time updating Salesforce. Take your meeting notes in Dooly. We’ll automatically push them back to the right fields, tasks, activities, and opportunities in Salesforce for you. Sound too good to be true? Well, it isn’t. 2. Update your deals with one-click. Keep your pipeline up-to-date with in-line edits to opportunity views. It’s time you understood what’s happening in every deal, 100% of the time. 3. Never stumble through objections again. Get relevant talking points and collateral delivered to you live during your sales calls based on the flow of the conversation. Sales coaching for the win!
Lauren Alt-Kishpaugh is the VP of Marketing at Postal, the leading Global Offline Marketing Engagement Platform that creates memorable moments for organizations to generate leads, increase sales velocity, and retain happy customers. Prior to Postal, Lauren worked across various marketing functions including marketing operations, campaign management, and acquisition at hyper-growth software companies like Outreach, ThousandEyes, and Solv Health. She currently lives in San Francisco with her husband, Jon, and her dog, Maple.