Expansion play
Open conversations with new teams or buyers at an existing customer.
Last reviewed
Run it when
A customer hits a usage milestone, a new department shows interest, or a champion moves to a new role.
Who owns it
Account manager, with marketing for multi-team campaigns
Best suited: Sendoso
Expansion sends go to people whose addresses change (new roles, new companies), so confirming the address before shipping matters. Sendoso does that and logs the send in Salesforce.
What to send
- A gift to the champion celebrating a milestone, with a note asking for an introduction.
- A send to the leader of a team that isn't using your product yet, referencing a peer team's results.
- A congratulations gift when a champion joins a new company: often the warmest new-logo lead you have.
Steps
- Watch for triggers in product usage and job-change data.
- Pick the person and the reason, then write a note that makes the introduction easy.
- Confirm the address; job changers in particular won't be at the old one.
- Follow up with a specific next step: a meeting with the new team.
How to measure it
- Expansion opportunities created at accounts that got a send.
- New-logo opportunities from champions who changed jobs.
- Expansion revenue, reported as influenced.
The method behind these numbers is in how to measure direct mail ROI.
Pitfalls
- Sending to a champion's old office after they've moved.
- Asking for an introduction without giving the champion a reason to make it.