PLAYBOOK

The Ultimate Power Couple

For Customer and Prospect Relationships

 

Marketers are juggling it all – building pipelines that convert, crafting engaging content, launching campaigns, filling the lead funnel… and somehow, the to-do list keeps growing. Meanwhile, budgets are shrinking, and every second of your time is golden.

So, how do you crush your goals while saving time and money? One word: automation.

Now, you might be thinking, “Wait a minute, Giftsenda! Aren’t you all about the personal touch? Isn’t automation the enemy of personalization?” Spoiler alert: it’s not. With the right tools, automation becomes your secret weapon for delivering perfectly timed, thoughtfully personalized touches. Think of it as sending the right gift to the right person at the right moment – without breaking a sweat.

By integrating Giftsenda with the tools you already know and love, like HubSpot, you can scale personalized gift campaigns without adding extra steps to your marketing or sales workflows.

To make it even easier, we’ve put together a playbook packed with real strategies to drive results. Ready to wow your leadership team and transform your marketing and sales game? Let’s get started.

Here’s how to turn connections into conversions:

Win prospects over with eGifts when they take key actions, like signing up for a webinar.

Grab the attention of decision-makers with thoughtful physical gift campaigns they can’t ignore.

Keep customers hooked by celebrating anniversaries or milestones with perfectly timed gifts.

With HubSpot’s powerful email sequences triggered by your Smart Lists, you can level up your engagement game. Follow this guide to hit the sweet spot with the right person, the right message, and the perfect gift – every time.

The Steps for Success 

With HubSpot’s Contact-Based Workflows, you can design programs that work like clockwork by setting accurate enrollment criteria and defining the actions that follow. Here’s the blueprint for success when using this playbook: 

  • Spot the Signal: Your workflow is your treasure map to identify key signals. Start by setting up your enrollment criteria, which is the magic formula that determines who qualifies. These criteria can include what your contacts do (or don’t do) and attributes of the perfect recipient.

  • Pull the Trigger: Once your enrollment criteria are locked and loaded, it’s time to unleash the workflow magic. This is where the action happens – like sending a confirmation email for a webinar, for example. Think of it as setting the stage for meaningful engagement.

  • Seal the Deal: The grand finale of the steps for success is the action triggered by your workflow. Maybe it’s a heartfelt email with a gift to thank them for registering, or an email sequence that seamlessly flows into your gifting strategy. Whatever the action, it’s all about turning signals into standout moments.

Formulate the Perfect Gifting Strategy

Once you have completed the tasks of compiling the tracking information and setting up the relevant triggers, you can swiftly move onto the next step: the gifting campaign. Here, personalization is your power. Take a look at a few aspects to consider when finding the perfect gift: 

Finding the Perfect Gift

Let’s face it, one-size-fits-all doesn’t quite cut it when you’re trying to make an impression. When it comes to gifting campaigns, the magic lies in giving your recipients options. Offer a selection of gifts that cater to the different interests or needs of your recipients, and watch your thoughtfulness shine through.

Pro tip: Giftsenda shareable gift links and email gift invites are ideal to make the ultimate connection and give your recipient the freedom to choose their own gift. Send your recipient a pre-curated collection of items based on specific criteria, such as their gift preferences or your budget requirements. The address-free gifting feature makes gifting easy, especially when you are sending gifts to recipients internationally. Once your recipient has chosen or redeemed a gift, they provide their delivery details ensuring the accuracy of your campaign is maintained. 

Gift Options Based on Your Campaign

The type of gift you choose ought to be dependent on the type of gift campaign you’re systemizing.

Kicking off a door-opener campaign for a top-of-funnel account? Start with eGift cards – they’re the perfect way to make a splash without drowning your budget. Plus, they give you room to test the waters and gauge success before diving into bigger-ticket gifts.

Maybe you’re wooing high-value personas at top-tier accounts, in this case it’s time to go big with physical gifts. There’s nothing quite like putting something tangible in your prospect’s hands. Plus, it’s a surefire way to leave a lasting impression and make your outreach unforgettable.

When creating your gifting strategies, you’re likely to come across two types of recipients: ATL (above the line) and BTL (below the line) customers.

ATL Customers: These are not your everyday users, so your product’s pain-solving magic might not hit their radar. But here’s the kicker: they’re the ones holding the purse strings, approving budgets, and greenlighting big moves. To win them over, make sure they clearly see how your product elevates their team. And don’t underestimate the power of a well-timed, thoughtful gift to grab the attention of these busy execs and make your pitch unforgettable. The typical budget for ATL customers is $100 – $250.

BTL Customers: This group of buyers is your product’s biggest advocates. These are the real users who feel the pain points and know exactly what needs fixing. The BTL buyers are your go-to champions, armed with firsthand experience and a clear understanding of what works (and what doesn’t). However, while they’re experts in the tools they use, they don’t usually hold the purse strings. So, expect them to rally for approval and bring in the decision-makers before the deal can seal the deal. A typical budget range for this group of buyers is $25 – $50, or $75 if your budget permits.

Use Cases

Use cases turn abstract features into tangible benefits, so let’s take a look at how these real-world scenarios showcase the value of an automated workflow.

Use Case #1
Turning Content Clicks into Customer Connections


With a sea of sellers competing for your prospect’s attention, making a memorable first impression the moment they show interest is a must.

  • Spot the signal: a prospect signs up for a webinar
  • Pull the trigger: create a workflow with smart enrollment criteria to capture everyone who fills out your form, with criteria to zone in on the perfect prospect as well as other traits you may deem necessary.
  • Seal the deal: create a Giftsenda shareable gift link for a chocolate gift box of about $5 – $10. Simply add this link to your follow-up email triggered and you’re good to go – your prospect gets a thoughtful thank-you for engaging with you and you’ve got a perfect touchpoint for your team to follow up when they redeem it.

Use Case #2
Turn Engagement Scores into Actionable Insights That Actually Matter


HubSpot’s lead scoring system helps businesses prioritize leads based on their level of engagement and fit with the company’s ideal customer profile. It assigns numerical values to leads based on actions like email opens, website visits, and form submissions. The higher the score, the more likely the lead is to convert. As the lead’s engagement with your site or content ramps up, you can trigger a little something to keep them engaged and eager to connect with your team.

  • Spot the signal: when a lead hits the engagement score threshold by repeatedly visiting your site or taking key actions over time
  • Pull the trigger: team up with marketing ops (or the mastermind behind your lead scoring system) to set the engagement score threshold and define how much each action is worth in the scoring game
  • Seal the deal: A lead reaches an engagement score above a certain threshold – send a small thoughtful gift, such as a coffee voucher for $5-$10, for further outreach.

Use Case #3
Keep the Spark Alive: Engage Customers at Every Stage of Their Journey


Gifting isn’t just for sales – it’s a secret weapon for account managers and customer success teams too! Think of customer signals as your secret recipe for success. Whether it’s completing onboarding, welcoming a new teammate, hitting those shiny goals, or celebrating a milestone like their anniversary; You can keep your customers engaged and your relationships thriving by celebrating key milestones throughout their journey.

  • Spot the signal: a customer reaches an anniversary milestone
  • Pull the trigger: create a workflow that defines your enrollment criteria and links it to your customer’s official joining date
  • Seal the deal: in the workflow, add an email gift invite that lets your customer know they’re celebrating their anniversary with your company and include a gift to be redeemed, such as a $15 gift basket.

Track & Measure Your Success

After launching your campaigns with HubSpot and Giftsenda, it’s time to track and analyze the results to measure your success. Ask yourself a few questions to analyze your results:

  • Are your gifts getting love, or are they being left on read? A high acceptance rate signals that your prospects are at least reading your emails and finding enough value to redeem their gift offer. Periodically reviewing the most accepted gifts can help you fine-tune your campaign choices.
  • Keep an eye on how your prospects are engaging. Are they leaning in or checking out? Tracking these trends is a great first clue on whether your messaging is hitting the mark.
  • Are your prospects actually showing up to the meetings they scheduled? Compare this to your usual show rate. If it’s falling short, maybe it’s time to refresh your messaging or reassess the signals you’re targeting.
  • Take a look at how many meetings are being booked compared to your usual benchmarks. Is it up or down? This will give you a solid gauge on how well your messaging is driving action.
  • How are your campaigns influencing closed deals? Monitoring how your account lists are progressing through the sales cycle can give you insight into whether your timing, messaging, and gifts are striking the right chord with your prospects.

Send the Perfect Gift with Giftsenda

Sending gifts with Giftsenda adds a personal touch to your outreach, strengthening relationships and boosting engagement. With an easy-to-use platform, you can seamlessly manage and track gift campaigns, ensuring your messages stand out. Giftsenda offers a wide selection of curated gifts, making it simple to show appreciation and leave a lasting impression on prospects and clients.