The Sales Engagement Podcast
The Sales Engagement Podcast

Episode · 3 years ago

Direct Mail is the Hottest Way to Connect in B2B w/ Kris Rudeegraap

ABOUT THIS EPISODE

LinkedIn, email, phone calling— it’s all part of the normal B2B sales approach. Strength in various channels is simply table stakes. Breaking through the noise and offering a real relationship to buyers is the challenge every B2B salesperson faces.

Kris Rudeegraap received and sent plenty of the above in his decade in various sales positions in silicon valley. After 10 years in sales, he decided to challenge the communication norm and founded Sendoso, an integrated direct mail and gifting solution.

But don’t think annoying cable bill ads. Think more warm and fuzzy socks, fancy macaroons, and engraved wine bottles.

Kris hopped on our Sales Engagement podcast and delivered a powerful message on why direct mail isn’t just on a comeback, but it’s essential to your B2B sales program.

Welcome to the sales engagement podcast. This podcast is brought to you by outreach dot ioh, the leading sales engagement platform helping companies, sellers and customer success engaged with buyers and customers in the modern sales era. Check out sales engagementcom for new episodes resources in the book on sales engagement coming soon. Now let's get into today's episode. Welcome back to another episode of the sales engagement podcast. I am your host, Jovi Nollo, senior content managing editor over outreach, and we have another phenomenal show today. We have Chris Rudy Grab, CEO, Co founder of Sendoso, a direct mail and engagement delivery platform. We use it over here and outreach. It's fantastic he's here to talk about a shift in how sellers engage with prospects and customers and the resurgence of direct mail, and a little bit about his background and how that's influenced how Sindoso...

...has been formed and how it operates. But before we get into the meat of the show, I'm going to toss it on over to Chris, who can introduce himself tell us a little bit about his background and what he's doing over at Sendoso. Chris, thanks for being on the show. Thank you. Thank you, Joe. Yes, a little background of myself. I was in sales for about a decade before starting Sendoso. Really saw a transformation and how kind of the sales landscape was moving and saw that there is an interesting gap in the market to bring about a new directmail and gifting platform, and so I quit my last job as an account executive and started send Oh. So it's been an awesome ride since now. Tell us a little bit about this resurgence of direct mail and how it's changing the way, especially in b tob situations, how sellers are engaging with prospects. I know that we use it a ton outreaching. It has been incredibly effective, but how is the shift come about and what do you see it going? Yeah, I think there's an interesting transformation that we're seeing with direct mail. One of the...

...biggest trends I see is just the addition of technology and adding direct mail and gifting into your sales or MARTEX stack. And one of the things that I think is changed is that historically direct mail has been a you know, fill out of spreadsheet once a month, once a quarter, marketing blasts it out, and now we're seeing that, you know, str's a's even CSM's. With the usage of technology, you're doing more real time direct mail the day before a meeting or top of funnel, as part of a sequence, and then once that direct mail hits, the next thing you're doing is, you know, doing an email or phone call. So it's integrated into your outreach very well. So I think that's one big shift. Also think companies are getting more creative and there's interesting things people are sending out and now it's not as just you know, a lot of people think of direct mail as hey, you know, you know my cable provider Send Me Post cards of the mail and that's what direct mail is. But I think we're seeing companies send out really creative of things, sending out, you know, Cup k Ake,...

...sending out you know, all these other different types of kind of tangible offline items that go above and beyond direct mail. Yeah, I was going to ask you about that because traditionally, and you know, maybe a t shirt, branded t shirt of brained water bottle. That's that's kind of pass a at this point it's part of the noise. What are some of the direct mail offerings that you've seen sent through your platform that have really been like all right, that's pretty cool and that's going to get a response. Yeah, so there's a couple categories of things. I think that when you're sending out we call them like consumables, it could be, you know, a thing of like mini cup cakes or macaroons with your logo on it in a note. I think those often tend to do well at an office because they're they're very shared and give a love little treats here and there. We've got a really cool Amazon integration that allows you to basically pick something from Amazon. It sends it through our Warehouse, includes a handwritten note and ships it off. And so we see strs doing their typical sales research. Like you know, before you reach out to somebody, you check their linkedin for their alma mater or seeing if they tweet about some sports they love, and so leveraging...

...that and what they're sending out in terms of their direct mail. I think the t shirts and things of that nature and the swag stuff, I think it's still cool. I think we're just seeing people get higher quality, so more of quality or quantity, so instead of just sending a, you know, five dollar, you know, one off random mug. Maybe they're sending like a nice yetti tumbler that was more expensive in something that someone's actually loving and keeping on their desk. I think that's an important distinction to make, is that this is like the definition of personalization and high touch, right. So it kind of goes against some of the trends that we've seen in sales development and just selling in general lately, where it's just like, all right, I need a list of a hundred thousand names, I'm just going to blast thro them. This is like, okay, I'm going to identify my high value target counts and engage with them in a very personalized way. Yeah, exactly. I think we also see a ton of companies using our platform for for printed in handwritten notes. And addition to that, when I think...

...something we're seeing again is people have, for the last decade, created really cool ebooks, white papers, case studies, and a lot of it sits online and and it's companies are starting to take that back offline now and said mailing that out as part of their sequences, which I think it's a great thing, where you know, there's a little posted note that says, you know, hey, Jo, turned to page to you know, I thought you'd like this, and it's just like a nice touch in a, you know, larger sequence. And why do you think this is gaining such a following and becoming so popular? I mean, your business is doing very well, you're expanding in the multiple states now, you have a lot of customers. Why is it resonating so much with companies who are trying to sell their products and people who are receiving these things? Yeah, I think there's a few things. I think one is having a strong on the channel. You know, email, offline, linkedin phone approach is just becoming the norm now. There's lots of noise and all the channels, so you have to kind of break through and be effective in each one. So I think that's key.

I think we're seeing millennials that are responding well to direct mail and seeing that as a very cool thing that they're receiving, since I've really lived in the digital age since they're born, and so this is a nice kind of offline addition for them. You know, I think that with technology just makes it that much easier. I think historically, without a service like sod so you're spending hours of your time box and things up and sending things out and you just don't have the time of day to do it. You want to do it, you just don't have the time. So we kind of enable you to do this special stuff and executed on it more at scale. Yeah, I mean you're totally right about the time. Fact. They're my previous company. One day a week the CEOS significant other would come in and just stuff envelopes of Tshirts for three hours day and then send that out and we wouldn't been able to do it otherwise because it is so time consuming to put together these things and send them out to your customers. So I think that's great that your platform saves that much time and allows for these sort of one to one interactions between between sellers and companies and prospects. That I think it's fantastic and it's really interesting. You didn't start out as a CEO of company...

...or anything. You started out as an ae right, and then you transition to what head of product and see you of this company. How is that influence how Sendosa is being run? Yeah, I think it is an interesting shift. I think a lot of you know Silk Valley startups, you know it's led by an engineering co founder or maybe ahead of product. You don't see as many a's or senior sales folks get up and start companies. So I think for me it was just I saw such a need in the market and being within the startup environment for the last decade, really saw that I wanted to make the shift and jump in and it. What it did in the early days is it made it easy for me to go after and get new customers because I was a no brainer for me to start doing sales day zero. It also built a nice culture around sales and product really being close together. So those are kind of my two backgrounds. And being that this is a product that I would use or I use and I wanted to use before, and I know a lot of other sales people use it, gave...

...me some leverage there and expertise in building out the product. And because of that I have a like weekly meetings to sales team now, probably more so than most companies do, to really get a good grasp on what new features, what else is in the market, what else can we we build? And so we've been really product focus both from the sales team's respective and the customer success side, but the scales team has been very crucial and continue to build on our road map and I think that shows just the level of adoption that you're probably seeing with with your customers and once it gets into a company, how often reps choose to use the service, like the indows that. I know that at outage everyone's in their hand like we do. I can I get a seat? Can I can? I? Yeah, yeah, it shows that you have a sales background and that's influencing the product a lot. Answer me this for the sales managers that are listening right now. There's thinking, okay, this sounds great, it also sounds pretty expensive. How do I justify the probably a little bit out of and expense, and then...

...how do I justify rolling that out to my entire team? Yeah, so you know, we've done a ton of our I case studies. A lot of our clients actually already are seeing the value of directmail. So it's not really like proven the value. It's more of like we are providing a more repeatable, operationalized process so that you know that Friday afternoon the strs don't have to spend five hours you know, write in notes and packing boxes. So in a lot of cases it's like, holy cow, didn't know this tool even existed, that that allowed me to scale out what we wanted to do internally but never had the time for. So I think that what we're doing is almost like an obvious thing. Comanies are like, oh, that's something that is natural for building relationships. So a lot of be peeves of sales are already bought in day zero. Some of the things, though, that they we always get questions on and we built features around, is like how do I make sure I don't get some rogue str sending, you know, tenzero dollars this month? So we've built in a lot of budgeting restrictions, limitations. We even have hooks in the like sales for some things in that nature. So you can set up validation rules like if this prospects not in...

...a certain stage, then don't allow and receive stuff, or, you know, if they're lead scores and equal to this and they can't receive this nicer item. So you can make sure that there's some rules in place to make this more of budgeting and other things so that people don't go crazy with it. I like that. That's like the stories you see on the news where, like the kid gets the hold of the phone and orders like every video game on Amazon. You know, totally. That's fantastic. So do you consider a direct mail touch to be like a silver bullet when you pull that out during the buying process? Is it's something to get your foot in the door or is something to close the deal? Yeah, so we see our customers doing it for both. I think we've seen customers have good success being kind of the top of the you know, step one, two or are so in a sequence, and that's something that can get get on their desk rather than may be in their inbox, and so it's something that's they can reference back to and a cold call or an email. You know, we...

...see that it also worked well and deal acceleration as like a thank you for the demo and then that you send them a little, you know, swag bag or some other kind of saying post demo as a thank you to build rapport and then we're also seeing a he's using it to kind of throughout the evaluation proposal process, and what's interesting about that is, you know, rather than some a's just saying like hey, any updates on this? You know, sending out maybe another interesting case study that could, in turn, provide us more value than just that. Hey, any updates? Email? I was a little bit unaware that not only are you sending out things like cupcakes and Amazon gadgets and whatnot, but it's more of like printed out case studies in one cheets and dub I. I just didn't know that's that's you see that being utilized. Luck yeah, it's actually pretty interesting. You know, we've got probably a dozen different things that you can send thro our platform. So again, I think the direct mail name kind of limits some of people's creativity in terms of what they think we can do. But you know, people are sending out bottles of wine with maybe an in graved logo on it,...

...or they're sending out, you know, these really cool socks that are custom or they're sending out, you know, printed white papers with handwritten notes, or they're sending out these cupcakes, are cookies or racarons. The lists just kind of unlimited what you can do and what you can send, and so we're seeing that companies. I almost think that, you know, sales people are becoming mini marketers now in a way. You know, the best ones are kind of thinking outside the box and come up with really creative not only things that they can send through check mail, but also and just kind of their email and phone approach and how that all comes together. I'm the channel for all you listeners out there. I'm totally down to receive engraved bottles of wine, any of those socks. I love the sock. It meets the socks, but I love the sock lot my way. Yeah, what size jacket do you want? A Patagonia with a logo on it and all that kind stuff. You always get asked that. I have a Patagonia that I way around and everyone's asking like Hey, my I'm sized large, here's my address. When they get it. That's like gold around philoking valley right...

...total at agony with the logo. Yeah, Chris, if there was one thing that you wanted the listeners to take away from the conversation, what would that be? Yeah, I mean I think it's in terms of you know, what we're seeing and kind of my advice is just I think direct mail is an awesome channel and something that all companies should try, and I think that there's not one size fits all. But it's a great opportunity to connect with your buyers in a more meaningful relation and especially since you can integrated into outreach sequences. You know, it really makes to that much of a more Integrated Act tool for your sales team. They're not necessarily learning something new, they're just having a new thing they can click send on. Yeah, I think that's a good point, that this is about relationship building right, getting your customers, engaging your prospects. It's not transactional. Should be a real relationship and I think this is definitely something. Direct mail is definitely something that can establish that early on. Chris, if people want to get ahold of you, talk more about directmail. Talk more about Sindoso. How could they...

...do that? Yeah, go to our website. So dosocom you know. I can email me directly. It's Crest Kris at. Send out SOCOM or. Then the San Francisco area was happy to grab coffee or beer. So Nice Nights. Well, we're recording this on a Friday, so the beer sounds pretty good. I'm staring out our kegreator right now. All Right, Chris. Well, thank you so much for being on the show. Thank you to all the listeners. Were tuning in once again and we will see you next time on the sales engagement podcast. This was another episode of the sales engagement podcast. Join US at sales engagementcom for new episodes, resources and the book on sales engagement coming soon. To get the most out of your sales engagement strategy, make sure to check out outreach dioh, the leading sales engagement platform. See you on the next episode.

In-Stream Audio Search

NEW

Search across all episodes within this podcast

Episodes (331)