On a mission to make data mastery accessible, Supermetrics offers a seamless solution to connect and extract data from over 150 marketing and sales platforms, including Google Analytics, Facebook Ads, and HubSpot into users’ preferred destinations. As a product-led company, Supermetrics acquires most of its customers through the website's self-serve workflows.
With more than 7,000 North American customers and growing, expansion revenue is a major area of focus for the Supermetrics marketing team.
Jess Gondolfo, Head of North American Marketing, plays a pivotal role in driving Supermetrics' growth across its inbound, outbound, and expansion sales divisions. However, she did not have a unified way to solve a few challenges:
- Encouraging customers to engage with account managers
- Creating unique and memorable experiences that celebrate customer milestones and help form a personal connection with the brand
- Helping customers expand to the next step of their marketing data journey
"Customer interactions with product-led companies can often feel mechanical. I wanted Supermetrics’ customer experiences to feel personal and premium."
In the past, Jess tried running email campaigns designed to encourage self-serve customers to meet with their account managers, but conversion rates were only around 1.3%, with 12 meetings booked for the team. Dissatisfied with these results, Jess knew she had to find a better way to drive positive customer experiences and pipeline.
Driving higher conversions with Postal
In an effort to book more meetings with their customers, Supermetrics turned to Postal, the leading intelligent gifting platform, to run a HubSpot campaign that expressed customer appreciation. This way, Jess’ team was able to match the experience to where the customer was on their journey.
Jess’ team designed emails in HubSpot so they could take advantage of the MagicLink functionality. They were then able to personalize the emails with the account managers at scale. The campaign started by thanking the user for being a customer, included a fun collection of swag they could choose from, and then offered a 30-minute meeting with their account manager who would audit their current instance, ensure they were getting the most of their package, and show best practices in solving challenges they were facing with their data.
The results of the campaign exceeded Jess’ expectations and demonstrated the effectiveness of personalized gifting in driving customer engagement and growing revenue.
Supermetrics’ “meet your manager” gift campaign was sent to 3,309 contacts and saw an average open rate of 39%, a click-through rate of 14.5%, and 70 booked meetings. They generated $140k in pipeline and $27k in revenue from the campaign. With a total spend of $3k in the gifts, that’s an ROI of 9x.
With the success of the “meet your manager” campaign, Jess plans to incorporate Postal into more turnkey, always-on campaigns that will continue to delight customers and grow revenue.
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