How Sendoso Turned Operational Efficiency into Scaling NRR with Inflection.io

Sendoso is the leading gifting and direct mail platform that helps businesses build stronger relationships with their customers and prospects.

Sendoso depended on a legacy marketing automation platform for their customer communication needs, however they faced challenges in operationalizing the software. The legacy MAP never fully integrated into both data systems and GTM systems, causing usage efficiencies and less-than-ideal adoption of the platform. One example was the inability to connect into Salesforce, which meant customer communications didn’t have an account perspective and  weren't “sales aware” (e.g. is this customer in a conversation with sales already?).

This prompted Sendoso to explore a more efficient alternative marketing automation platform.

The Problem: Inefficiency and Misalignment

More specifically, marketing was dependent on product and engineering support for pulling lists based on product data. Sendoso’s internal process to access product data for marketing use cases looked something like this:

1. Marketing makes a request to Product/Engineering
2. Product/Engineering runs SQL
3. Product/Engineering provides the list back to Marketing
4. Marketing uploads the list and sends email

On top of hardly being an efficient process, by the time lists reached marketing days later, the data was already stale. This process not only slowed down marketing initiatives but also added more tasks to product and engineering teams in addition to their core responsibilities.

Transitioning to Inflection.io

In early 2024, Sendoso switched from a legacy MAP to Inflectio.io in a record 16 days from signing the contract to sending their first email. Inflection.io was quickly adopted by and supported by both marketing and product and one of the biggest reasons? Efficiency gains.

Inflectio.io addressed the inefficiencies of the previous system by:

• Enabling marketing to have full access to product data on an ongoing basis for creating personalized journeys.
• Empowering marketing to use more data for personalization which led to quicker creation of personalized campaigns that supported product initiatives such as expansion journeys and product engagement journeys.
• Freeing up product and engineering teams to focus on product innovation rather than operational tasks.

With Inflection.io, the old “request, wait, upload” process is a thing of the past. Now, when marketing wants to create a campaign, they just do it. This meant, in one year, Sendoso went from struggling to launch a single campaign with product data, to having a whole suite of journeys.

Efficiency to Expansion - Unlocking NRR

The tactical fix to improve marketing operations ultimately became a strategic unlock for growth. With Inflection, Sendoso removed the bottlenecks, empowered marketing to act on product data–independently. Sendoso’s marketing and CX teams run multiple strategic programs using Inflection that directly contribute to their NRR.

These are some of their star campaigns that drove usage and expansion:

1. Month In Review: Inspired by Spotify Wrapped, this campaign celebrated each user’s sending activity with personalized tips–driving repeat usage and platform stickiness.

2. Welcome Emails with Education CTAs: Sendoso delivered role specific onboarding experiences, guiding users to Sendoso University for self-serve ramp-up.
3. “First Send” Celebration Emails: These milestone-based triggers nudged users into power user behaviour by celebrating their early wins.

4. Dormancy Nudges and Budget Reminders: Based on product data, Sendoso deployed timely reminders to previously inactive users prompting them to act before their monthly budgets expired–creating FOMO.

5. SuperSender Recognition: Sendoso surprised their power users with a gift upon their 10th send.

6. Job Change Tracking: When champions changed jobs, 40% landed at companies that were already Sendoso customers—enabling CX to re-engage them as instant advocates and drive expansion.

Inflection.io changed the game—it became our biggest lever for driving NRR. It turned our one-off, transactional emails into automated, product-led campaigns that actually moved the needle on usage and expansion.

-Kris Rudeegraap, Co-CEO/Co-Founder, Sendoso.

Inflection.io Is The Smarter Alternative For B2B SaaS Companies

Sendoso’s transition to Inflection marked a turning point in their marketing and product alignment. Marketing can now access product data independently, eliminating inefficiencies, and actualized personalized campaigns fueled by product data.

Today, Sendoso’s marketing team operates with agility, delivering impactful campaigns that strengthen user engagement, increase product adoption, and support long-term revenue growth.

Inflection is a marketing automation platform that lets you activate your product data and data warehouse to drive more pipeline, improve product onboarding and adoption, and revenue expansion, all from one platform. Request a marketing automation demo today.