Use Gifting to Power Customer Success Led Growth with Postal
Overview
Entry Criteria
Track Power Users, Key CSM Contacts, and your Buying Committee for job changes into or away from Director + roles.
Action
There are two actions- one for arrivals to power expansion opportunties, and one for departures to create new opportuntities.
Why it works
Gifting is a powerful way to show your champions you are invested in their personal success, forging long lasting relationships. With Postal, implementing a gifting strategy is easy. Here’s how:
Setup
Pick a Recipient
Step 1: Define your key audiences
We recommend you monitor your Power Users, Key CSM Contacts, and your Buying Committee for job changes
Step 2: Define your qualifying criteria
Ensure you filter your alerts for qualified titles, roles and relationships. Generally we recommend Director + at a minimum for a gifting program.
Step 3: Determine your trigger
Champion-Led Growth can power expansion as new champions arrive at your existing accounts, and can create new opportunities as your customers change jobs. You’re going to want two different plays - one for arrivals and one for departures.
Pick a Gift
Personal and relevant gifts drive the best results. Use a contact’s LinkedIn profile to identify personal information they feel comfortable sharing publicly.
Step 1: Look at Headlines
Step 2: Read the About Section
Step 3: Check out their Interests
Step 4: Review Comments on Posts
Looking for more ideas on what to gift? Check out some of the most popular Postal gifts here.
Create Personal Messages for your champions
Once you’ve selected your gift you’re going to want to craft your message and send your gift. You can use Postal’s Magic link functionality, which makes it easy for customers to receive your gifts, no matter their location.
See templates below for messaging.
Email Templates
Here are two scenarios where gifting can help strengthen your relationships, drive results, and create new revenue opportunities for your company.
Scenario 1: Find Upsell Opportunities with New Champion Arrivals at Your Existing Customers
Use this messaging template to engage new arrivals on your account. Frequently they will join teams you aren't working with yet leading wider adoption and expansion opportunities.
To: Champion Arrival
Subject: Intro from MYCO CSM
Hi {{first_name}},
Congrats on the new gig! I wanted to send you a little something special [magic hyperlink] to welcome you! Always happy to have another MYCO user on board.
I've been working with a few of your colleagues [list your primary contacts] on [project description]. I thought you may want to join the conversation given your experience with us at {{past_account_name}}.
Have you noticed anywhere where MYCO fit’s into your new mandate?
Cheers,
{{sender.first_name}}
P.S. Let me know if you want a rundown on how {{company}} has used MYCO so far
Scenario 2: Maintain Relationships as Your Champion Changes Jobs
Use this messaging when your champion leaves for a new role. Use this messaging to solidify your relationship, and to tee-up an introduction to your sales team. You can use this in tandem with our Champion Departure Playbook.
To: Departed Champion
Subject: {{CSM Name}} Your CSM from MYCO | Thank you
Hi {{first_name}},
Congrats on the move and hope you’re off to a great start! I wanted to send you a thank you gift [magic hyperlink] for all of your work at {{past.account}}, and to give you a boost for some quick wins as you hit the ground running at {{company}}.
I also wanted to connect you with {{account.opportunity_owner}}. They're working to see if {{company}} would find MYCO valuable. Are you open to an intro?
Let me know if there's anything I can help with re: your new role!
Cheers,
{{sender.first_name}}
P.S. [something personal]