Fivetran Adds Offline Tactics to ABM Strategy and Sees ROI in 6 Months
June 14, 2022
VP of Marketing
“We see 3x meetings convert to opportunities or move to proof of concept if the cadence has an accepted Postal gift." Mikayla Rice-Harvey, Lead SDR at Fivetran
Challenge: create and capture demand to drive qualified pipeline and increase opportunities from the offline channel
In the past, demand generation at Fivetran was primarily focused on generating inbound demand (MQLs). As they moved upmarket, Fivetran added account based marketing (ABM) to the mix to engage a small set of target accounts and close larger deals.
ABM isn’t an out-of-the-box tactic. It takes time and testing to build a greater strategy around reaching the right audience, with the right message…at the right time, with the right tools. When Postal was added to their tech stack, it became an integral part of their ABM plays.
“The most important part about Postal is that it's an effective way to catch the attention of key contacts. A close second is that it’s very easy to use—not only for the folks sending out gifts, but also for the critical recipients of those gifts. The tool provides a custom, branded experience that seamlessly integrates into Fivetran’s go-to-market motion,” says Casey Patterson, Manager, ABM at Fivetran.
Before Postal, the Fivetran sales team was able to gain traction with offline gifting, with each team member manually expensing gifts they sent to prospects and customers—one at a time. This process was tedious for both the sales and marketing teams, and there was no way for the team to attribute ROI to their efforts. Fivetran couldn’t see the impact of the offline channel on prospects and customers.
On top of the manual gifting process, the team used a separate solution to send gift cards. The tool wasn’t available to sales on their own, so marketing became a bottleneck. It also offered a limited variety of gift cards and required one-off sends.
Without proper attribution and ROI reporting there was no way to show the overall impact of corporate gifting as part of the ABM strategy. Plus, the endless execution was eating up time and resources that could be better spent on building the program and dreaming up targeted campaigns.
Solution: automate the logistics of sending gifts and gift cards for the marketing and sales teams
Now with Postal, Fivetran enjoys the flexibility of having an Offline Marketing Automation Platform that enables them to scale and track their gifting efforts for multi-channel campaigns. The adoption of Postal at Fivetran has grown—with demand generation, AE, BDR, and SDR teams all utilizing the platform.
The sales team now has the ability to easily send personalized gifts on a 1:1 basis in addition to the larger scale campaigns run by the demand generation team. Both teams feel confident knowing they can verify recipients’ addresses, ensure items are delivered, and not waste any of their budget.
Fivetran’s Manager of ABM, Casey Patterson, works in collaboration with the sales team to send gifts to target accounts at key points in their purchasing journey. Her team incorporates Postal into outbound BDR cadences to ensure they're infusing gifting into their run-of-business ABM and outbound campaigns using the Salesforce and Salesloft integrations.
As Postal admins, the ABM team ensures every user has budget in their account and gifts are approved in the Postal Marketplace. They monitor performance metrics such as email opens, clicks, acceptance rates, and the highest performing gifts, all within the Postal Reporting Dashboard.
With this new and improved process, everyone on the team receives a monthly budget, and there are zero bottlenecks between the sales and marketing teams when using the offline channel to boost engagement with prospects and customers. In fact, there’s consistency and strategy across teams and throughout the buyer’s journey.
Broader teams like customer advocacy, community, and partner marketing are able to use Postal as well. Fivetran has also started to create custom swag via Postal's Paper Plane Agency to build brand affinity and loyalty with their best customer advocates, prospects, and partners all over the globe.
Results: Fivetran can now track pipeline influenced by offline in ABM strategy and achieved ROI with Postal in less than six months
2.5x open rates
10x click rates
3x lead to opportunity conversion rates
55-80%+ event attendance rate
ROI recognized in 6 Months
Fivetran has taken their offline efforts to new heights across their go-to-market team.
“Using Postal helps create excitement and has raised reply and attendance rates to boost my end of quarter quota attainment,” says Mikayla.
Fivetran has seen incredible results when a Postal touchpoint is included in their campaigns: 2.5x open rates, 10x click rates, and 3x lead to opportunity conversion rates.
Mikayla had a prospect that was struggling to move through the sales process, and she couldn’t get him to show up for a meeting. To regain her contact’s engagement, Mikayla employed Postal.
"The prospect let me know he was taking in new foster kids and it was hectic in his house. I sent cookies via Postal and acknowledged how overwhelming that must be,” says Mikayla. “He was extremely thankful, and emailed letting me know it was a thoughtful and delightful gift. The next day we were on a call and he moved forward with a proof of concept."
In addition to gifting, using event kits pre and post for field events has also proven to be a great success for the Fivetran ABM strategy—offline touchpoints have driven event registration and decreased no shows with events at 55-80% or higher show rate.
"We create custom campaigns and track the gifts sent to event registrants and event attendees. We’ve performed A/B testing and noticed that by incorporating gifts into a campaign, we’re increasing the day-of show rate significantly,” said Marta.
"The support team is readily available for questions that we have and the platform couldn’t be easier to use, says Marta. “We like the variety of gifts available, whether we’re sending scotch infused chocolates to a customer as a thank you, or a gift card for a prospect to enjoy lunch, there is something for everyone," says Marta.
Fivetran is the global leader in modern data integration, delivering ready-to-use connectors that adapt to change. Fivetran prides itself as a great place to work and grow your career and was recently awarded six Comparably awards for culture, including Best Global Culture. Fivetran is Great Place to Work Certified, and named one of the best places to work for parents. Passion, innovation, and diversity are at the heart of everything they do.
Headquarters: Oakland, CA
Company Size: 1000+
Industry: Software as a Service
Specialties: Data integration, ETL, data pipelines, and ELT
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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.