‘Tis season to spread joy and gratitude, making it the perfect time for a thoughtful gesture—a corporate gift. But you don’t have to limit goodwill gestures to the holiday season. Don’t overlook the strategic potential gifting to engage prospects, accelerate deals, and foster loyalty throughout the customer journey—and throughout the year.
A strategy where gifting isn’t just a thoughtful touch but a tool embedded in every stage of your go-to-market (GTM) strategy can build connections, accelerate sales cycles, and strengthen retention. Enter Sendoso, the leading platform for personalized, scalable gifting. At BOL Agency, we’re experts on how B2B marketers can use Sendoso and gifting in general as a catalyst for growth.
Awareness Stage: Building First Impressions
At the awareness stage, the focus is on capturing the attention of your target audience, introducing your brand with purpose and intention. Gifting offers a creative way to stand out in a crowded marketplace and make a lasting impression. It can also establish credibility and show how your values align with your prospects.
A well-thought-out gift at this stage also communicates your brand’s values and how they align with your prospects. By aligning the gift with your company’s values, you create a connection and set the foundation for a long-term relationship.
Example: A marketing agency leverages Sendoso to send eco-friendly welcome kits to prospects after a webinar. This gesture not only leaves a memorable impression but also aligns with the agency’s commitment to sustainability, planting the seed for brand equity and future engagement.
Consideration Stage: Driving Engagement and Interest
Once prospects are aware of your brand, the next step is to nurture their interest. Gifting during the consideration stage can help break down barriers, spark conversations, and showcase your commitment. Gifting serves as an icebreaker, differentiating your company and encouraging deeper engagement.
According to Sendoso, meeting offers with a gift are accepted 3X more than those without a gift. However, the key lies in choosing a meaningful gift that resonates with the recipient and demonstrates value. We've all seen the classic offer of a $5 gift card in exchange for 30 minutes of our time. For a Chief Marketing Officer (CMO), this may feel out of sync with the value of their time. Gift cards must align with the context of the exchange to be effective.
Example: Offering an Uber gift card to offset travel expenses for an in-person meeting or a Starbucks gift card for a coffee during the discussion adds a layer of relevance and thoughtfulness. It’s not just about the gift but the purpose it conveys.
Decision Stage: Closing Deals with Personalization
Personal touches can tip the scales in your favor as prospects move toward making a decision. Gifting demonstrates attention to detail and reinforces trust, keeping your business top of mind. Thoughtful gifts also show prospects that your company is invested in their success, solidifying their confidence in choosing your solution.
When selecting a personalized gift, dive beyond surface-level details and uncover what truly resonates with the recipient. A thoughtful, well-researched gift not only makes an impact but also strengthens your connection. Here are some key considerations to guide your selection.
Check out their LinkedIn bio for clues
Key Insight: Look for what they highlight about themselves. Their bio often reflects their passions, priorities, and personality.
Example: "When I’m not lighting up the dark funnel, I’m hiking with my dog, Mr. Jingles." Consider a hiking accessory like a collapsible dog bowl or a trail map of local hiking spots.
What activities and societies did they participate in during University?
Key Insight: University societies and clubs reveal interests and formative experiences. Did they play a team sport? Were they active in student organizations?
Example: Rowed crew in college? Send them a book about legendary rowing teams.
Check their LinkedIn Top Voices
Key Insight: The influencers and thought leaders reflected in their LinkedIn Top Voices reflect their professional interests and aspirations.
Example: Are they following a famous author? Send a copy of their latest book.
What companies and groups do they follow? Are they subscribed to a newsletter?
Key Insight: The brands they engage with, especially unique outliers, can reveal hidden interests.
Example: Are they following the Economist? Consider an annual subscription.
Personalize based on hobbies and interests
Key Insight: Don’t just play detective—look for subtle cues to tie the gift to their passions!
Example: For a foodie, a subscription box of gourmet snacks or a cookbook by a popular chef.
Personalized gifts work best when they show you’ve paid attention. Combine what you learn from LinkedIn with creativity to make your gesture truly memorable. You’ll build rapport and set the tone for a deeper professional relationship.
Purchase Stage: Making the Onboarding Experience Memorable
Once a prospect decides to move forward, the onboarding process becomes important for shaping their perception of your brand. Gifting at this stage shows appreciation for the client’s decision, reinforces that they’ve made the right choice, and sets the tone for a successful partnership.
Example: Kick things off with onboarding kits, including branded items, helpful resources, and handwritten notes, or close the sales cycle with a sweet treat. This thoughtful gesture helps clients feel valued and excited to begin their journey.
Retention Stage: Strengthening Client Relationships
The sales process doesn’t end when a deal is closed. Retaining customers is critical for long-term success, and gifting is a powerful way to build loyalty and show appreciation. Celebrating client milestones with meaningful gifts keeps your company top of mind and solidifies long-term partnerships.
Example: Did your POC just get promoted? Show them you’re excited for their next role, and remind them you're on their team with congratulations! This simple gesture reinforces goodwill and loyalty.
Master Gifting at Every Stage of the Funnel
Strategic gifting isn’t just for the holidays—it’s a powerful tool for engaging prospects, converting leads, and retaining customers throughout the funnel.
Gifting is one of many ways BOL helps clients create personalized, memorable experiences, accelerate pipeline, and drive revenue. Sendoso makes scaling and optimizing your gifting strategy simple, enabling teams to deliver value and stand out in the market.
Elevating your gifting strategy is just one benefit of our AGM² methodology. By aligning marketing and sales, AGM² ensures your efforts, including gifting across the funnel, drive measurable growth and build stronger relationships. Learn more about AGM² here.