SaaSMQL Case Study - Openprise

Right, so I'm here with Jasmine Chang, who is the Director of Demand Generation and RevOps at OpenPrice. Thank you, Jasmine, for taking the time.

Thank you for having me, Franco.

So tell us, who is Openprise and what is your role there?

Sure, of course. So Openprise is really fueling the revolution of RevOps. Openprise automates critical RevOps processes to break down silos and align marketing and sales professionals and their technologies to really deliver the explosive growth. It's a single no-code platform that lets you simplify your RevTech stack and respond faster to changes in your market and scale your operations to achieve all of your revenue goals. It also is an industry leader, and we work with clients like UiPath, Freshworks, Zendesk, Zscaler, and Okta, just to name a few. And we are driving efficient and predictable, predictable revenue. And I am the director and director of demand generation and RevOps at OpenPriced.

So obviously you are in charge of driving leads, pipeline, opportunities, and kind of you work very closely with the sales team, right?

Correct.

So you guys work with some amazing brands and we have been partnering together, we've been working together for about a year now, a little over a year. How are you guys doing account-based marketing today at Openprise?

So we have a weekly sync up with the sales team, really the SDR leader or CRO or CMO. So all hands on deck and everyone is very jointed in the program and the approach. And we believe the reason why we have been so successful is due to the tightly coordinated coordination between marketing and sales and really RevOps. To kind of combine the two, and we are all working towards the same goal. We have a weekly check-in to plan, make sure the plan is outlined correctly, and it's really a kind of a ping pong rally back and forth between marketing and sales, all with the same goal of pipeline and revenue. So we're all marching to the same beat in the same direction together, and that has been really successful thus far.

Fantastic. And you know, we have been working together, like I said, for over a year. We have been— I think we've done some really cool campaigns in the process. So why did you decide to, to focus on, to include direct mail as one of the channels into your ABM stack?

Yeah, so I'm sure we're not the only folks who have been impacted by COVID 2 years ago, and I'm sure a lot of us had to scramble and reshuffle the strategy, the tactic, and the plan that has been formulated, given that a lot of our— the weight was focused on events, physical events, and a lot of that going away. A lot of the efforts moved to digital, and then we saw a huge webinar fatigue. So a lot of the webinar and virtual event efforts were diminishing over time, just people staying home, staring at the screen with meetings, webinars, when we've that the on-demand was getting more views than actually live, just given the, the world now. So we were looking for a different avenue and different channel for us to really hit our prospects with the messaging that we've been targeting, and direct mail was something we haven't quite explored. So we thought with the shift and all, it was a good campaign to try, and we found SaaS MQL. So that's where it all started.

Yeah, if I remember, we started initially with a, with a small pilot, and then we scale it pretty aggressively from there. So why you decide to work with us versus maybe trying to figure it out and execute internally?

Well, it's more like a small boutique versus a bigger enterprise per se, there's definitely more better coordination between the team and us. The whole ride from last year to this year has been super smooth to getting everything ramped up for us to really collaborate, assess what's working, what's not, tweak. So the whole experience from beginning to the end has been really seamless. And it's really exciting to hear from the prospects when we get a reply back and they get excited from receiving the box and the experience really working out has been really thrilling.

That's great to hear. And, you know, like I said, I think I told you before, it's always much easier to work with the clients that really understand ABM and already have kind of like a structure in place. So you You guys already know who you're going after and, you know, what's your segment. And I looked at some of the numbers we've done. We shipped a lot of boxes in the last year. I think over 2,500, close to 3,000 boxes. We have engaged over 200 accounts and generated, I believe, over 50 between opportunities, qualified meetings. So this is kind of the numbers that I pull out, pull up like a high level. What's your feedback on the results of this program from your end?

So we felt that the program was able to open up conversations that the reps were not having success with in the past, just with either the witty emails that we were writing or the offer that we were giving. Ours was all around, are you getting cool feet with Dirty Data, with awesome customized socks, which I have and I still rock it really everywhere. And I mean, who doesn't wear socks? So we felt the offer with the messaging and the whole timing of everything just worked really well in synergy to make an impact to our prospect and really help the sales guys drive more conversations.

And so if you have to recommend to a company like at your stage, at the same stage of Openprise, they want to kind of start experimenting with integrating direct mail into their campaign flow, what would be your recommendation or things to pay attention to?

Definitely first one would be to know your target audience, know who you're going after, I've mentioned or used this analogy of energy expending everywhere versus being focused and all of the energy going into one area. And if you know your ICP, if you have done your assessment on your TAM analysis and you are crystal clear on who your buyers are, then it just makes the whole process so much easier and impactful. Given that, you know, your energy is all spent to the right folks, to the right companies. So definitely knowing your ICP and having a great idea on who to go after is definitely number one. I highly recommend everyone to experiment with different offerings. There's an array of catalog of things that you can try. And try something seasonal, you know, if it's summer, maybe like picnic blanket, or if you have a campaign, like a quarterly campaign, try to fit something that is clever, something that is eye-catching, something that most people would not really put two and two together. Well, given that our audience is majority, you know, marketing ops, sales ops, or dev ops, and they're in marketing, so when they see marketing being done well, they really appreciate it, just as I know you and I do as well. So really knowing your audience is number one. Experiment. Don't be afraid to try things. And then start out as a pilot, less commitment. But try it out. Go for a test drive, as you would do if you're purchasing a car. But have fun. Don't be shy to vocalize with the SAS MQL team on your needs, and really optimizing and tweaking what has been working, what hasn't, and really looking at the data. In order for you to get to the next step for the bigger impact.

Yeah, and definitely I like also your suggestion of start with a pilot. That's what we recommend as well. You know, you wanna always try, like as a marketer, you have limited budget, you try multiple things, and as soon as something works, you're gonna start pushing on it very aggressively. That's what we recommend as well. I never suggest to start at a really high scale from day one. That's not the right move. My last question for you is, since you work very close with the sales team, what did your sales team think about the program that we run so far? What was their reaction? Were they impressed, not impressed? What did they say?

They were very excited and we ended up calling it the Socks Box because that's kind of what the box is.

You run a lot of socks, yeah.

Yeah, but every time we do a sales call and We have them, you know, call out where the opportunity came from, and it's always nice to hear the SoxBox coming up as a source of opportunity or the source of conversation being started, especially for accounts that they were just stagnant or they were dark, and them being able to open their eyes just based from our solid marketing. So We had a really good impression with the sales team, and they really liked the program that we ran. And I have one recommendation that I completely forgot, but if you have an idea, just share that with the team because they are the experts on different things that they've tried with other clients. So just if you have an idea, no matter how small, how big, and you don't really know what offering, what messaging yet, but you just have a grand idea. It all starts with a little idea to grow into. But lean on their expertise because they are best at what they do. So they will be able to make recommendations and come back with a more formal plan. So definitely lean on the team for their expertise and know that you're not alone in getting all this built and to happen. And really have fun with it.

Awesome. I really appreciate this recommendation because, yeah, like I said, we've been doing this for over 4 years, so we've seen a lot of things that we thought would work that then maybe didn't work as well, and other things that you wouldn't expect that instead works always really, really well. So we have a lot of data on, you know, what seems to work well in terms of direct mail and how to integrate it. So I really appreciate that, and thank you so much, Jasmine. Really grateful for, for your feedback. And, uh, yeah, we, like I said, we have— we loved really working with you and the team. Has been a really smooth ride so far.

Yeah, likewise. We enjoyed it too. So thank you so much.

Thank you, Jasmine.

Thank you.