Traditional marketing is dead. Over the last 10+ years, I’ve seen first-hand how SaaS businesses have subscribed to the same marketing and sales playbook, despite facing diminishing returns on traditional channels, and are still trying to optimize their conversion rates. Digital media costs are rising and the channel is oversaturated, making it harder to make sure your brand is seen, let alone generate leads. So what now?
"It’s moments that matter."
As it turns out, the customer experience is everything. Our reliance on digital channels won’t go away, yet smart marketers realize they need a killer multi-channel marketing strategy to help break through the noise.
We’ve been helping sales and marketing teams increase their funnel conversions and ROI with direct mail, eGifting, swag and corporate gifting, which has proven to be a successful channel to keep deals moving through the pipeline. But when it comes to delivering better experiences, we believe there is more work to be done.
I am proud to announce the launch of Postal Events, a new product offering in our Experience Marketing Platform where our direct mail, gifts, company swag, and now, memorable virtual events come together in one place.
Marketers have been hosting virtual events for the last year and it added a new layer of complexity to their jobs. The virtual event format was new to many of them: the technology was still emerging, and the speed at which most of these events came online didn’t allow anyone to get truly creative. And one of the major oversights in virtual was the lack of alignment with sales.
With the launch of Postal Events, we are excited to deliver hundreds of carefully curated events to help companies create memorable experiences with their customers. Our Event Marketplace makes it easy for marketers to find and book unique events—and do so repeatedly, due to the depth and variety of options.
One of the biggest points of differentiation with Postal’s virtual experiences are the event kits sent to the attendee's doorstep. By sending physical touch points connected to event experiences, we’re able to increase pre-event attendance, anticipation, and live attendance rates — which has been a key metric that has suffered in the switch to virtual. Most marketers haven’t been able to easily manage the logistics of sourcing and shipping event kits at scale — especially within the new reality of distributed workforces.
With Postal, sales is finally connected to the virtual event ecosystem as well. Sales teams can initiate invitations and build important one-to-one relationships. Prospects are more likely to open and attend an event because of a personalized invitation. Once the invitation is accepted, reminder emails are automated and initiated from their point of contact, increasing their familiarity with the prospect.
Why does this matter?
It takes on average eight touches to book a meeting. By connecting sales teams to the invitation process, we’re facilitating small, memorable interactions with the people who matter to your bottom line.
Like the Offline Marketing Automation platform, Postal Events also integrates with video conferencing software, CRM, and Marketing Automation tools such as Zoom, Salesforce, Marketo, and HubSpot to help track event ROI, while budgeting can be managed through Postal’s billing system.
The addition of the Event Marketplace to Postal’s Offline Marketing Automation platform brings sales and marketers closer to their clients and delivers a customer experience that is filled with memorable moments - from a digital cup of coffee with an eGift card, a personalized invitation to an exciting event, a follow-up with a handwritten note or fresh cookies to keep the conversation going.
These moments matter and will not only set you apart from your competition, it will set your pipeline on fire.
I just covered a lot about sales and marketing. It is important to note that we have a lot of people ops teams using the Postal platform to inspire a deeper sense of corporate culture. With dispersed workforces, it is important to bring teams together for training, workshops, team building and bonding sessions like happy hour. Giving teams access to exciting events and some cool swag attached to it helps give employees a sense of belonging they are craving.I would like to personally invite you to experience Postal Events for yourself. Click the link below to see all of the incredible events in our marketplace or book time with an Account Manager here. Be sure to check back frequently — we're adding new events every day. Enjoy!