George Thomas 0:00
Recently I got a chance to sit down with an interview Brian Jamboree, the head of partnership at Sentosa, located in Scottsdale. Now, Santos is home offices in San Francisco. And they are an amazing company. But I'll let Brian tell you a little bit more about that later in the interview. In this interview, we cover the what, why and how of Sentosa as well as the competitors, costs and strategies you may want to use for your business. If you're ready to separate yourself from your competition and leveraging personalization then hey, you know what time it is. Are you a HubSpot user looking for fun and interactive education that helps you be better at HubSpot then Welcome to sprocket talk. That's right. It's your boy George B. Thomas from sprocket talk.com where you get another HubSpot educational video and Sentosa interview. If you're a sales marketing or service professional looking to learn more about HubSpot, and the inbound strategies and tools to help your business grow then guess what you You're in the right spot. Make sure you subscribe to keep learning more and use the comment section below to ask us all the inbound and HubSpot questions that you may have. Now, let's get in to the good stuff. So the first burning question I had for Brian was what has changed in the world that makes Sentosa a needed solution for most companies? And
Brian Jambor 1:20
here's what he had to say, if we look kind of back at history, marketing history, if you will, yeah. And what what's kind of happened over the course of the last call it a century or two. So we started off with print direct mail. And that was effective for a period of time until everybody started doing it pay attention that suddenly became a lot of noise, so to speak in the industry. And then what happened was the email came about right and everybody got really excited about email, because it was a lot less expensive than direct mail. Right? You could do it at scale. And so everybody starts shifting the email. You have these massive organizations that were email only based, right and everybody's emailing newsletters, right and all these other things. And eventually what happens is it now everybody's doing email. And so, you know, we all get hundreds or thousands sometimes of emails a week that we don't want, don't read go to different email addresses that we never check, right, so we can sign up for something. And so that's become very noisy. And then as we kind of progressed through the timeline over the last several years, what happened is social media came about and suddenly, you know, Facebook and Twitter and Instagram and LinkedIn, and these advertising platforms that now you could go and highly target your industry, your prospects, right and even your customers retarget your customers until that got proliferated, right and people got so tired of all of the noise you had and then essentially what happened is 2g came around with cell phones, they sent you text messaging and that kind of got proliferate and people just got tired of noise, noise noise everywhere, which was the foundation of the HubSpot bottle for inbound marketing, right create value and let people find it. But what's interesting is we're what we're seeing is this resurgence of personalized, valuable experiences that people create on a one to one basis and we treat people like humans. And what Sentosa does is essentially eliminates all of the noise and creates a signal through multi dimensional direct mail experiences for individuals based on what they specifically like, it's one thing to blast an email to 1000 people that you hope will buy your product or service. It's another thing to reach out to George and say, You know what, I know George really likes this one thing. So I'm going to go and find this one thing and write a handwritten note and tell them that I really would appreciate a conversation with him if he's open to it. But regardless, here's this thing that he would appreciate because I recognize that he's a great person. And that's what we're doing is we're creating those multi dimensional direct mail experiences that coincide really well with an inbound approach to drive signal from all of the noise that is marketing today.
George Thomas 4:02
Okay, I'm in, I want to know more. And I feel like I need to know more from the foundational level side of Sentosa. So I asked Brian what exactly is sendo? So
Brian Jambor 4:12
yeah, dose was ascending platform that allows you to send anything to anybody at any time straight out of the tools that you currently use today, whether it be your CRM, whether it be your marketing automation tool, and you can send these multi dimensional direct mail experiences. So that could be anything from you know, cookies, cupcakes, brownies, to branded swag to a gift cards with handwritten notes, you name it, anything from Amazon, right? That's really going to resonate with that person to again, create personalized experiences that transcend all this digital noise. I think back to the days where you would actually get a letter in the mail, right? You think about before computers I'm old enough to remember, you know, a time before computer. Many of you your listeners are and you would actually Right hand letters to people. And it was a joy to get a handwritten letter in the mailbox, right? That was fun. Somebody took the time to actually write you something. And we're bringing that back. But we're doing that in a more scalable fashion. Straight from HubSpot, you can trigger these things and make it highly personal to your audience.
George Thomas 5:19
Now, you might be wondering, is sindo so important to your company? Is it a good fit for what you're doing from an inbound strategy? And I was wondering the same thing. So I asked Brian, why is endo so important
Brian Jambor 5:30
to companies in 2020 and beyond? Yeah, we're seeing this massive surge in companies transitioning from a huge outbound marketing model to an inbound model. And and more importantly, now that a lot of companies are doing inbound, really segmenting their audience into an account based marketing model, right, which is you go from inbound, one too many to inbound, one too few to inbound one to one and that matches in equals your outbound strategy as well. It's really hard to do one to one marketing, if you don't have a tool that can automate some of that for you. And that's why we're seeing a lot of success in terms of our clients with sindo. So it's our tool allows you to do that one on one account based marketing through a multi dimensional direct mail approach straight from HubSpot. Right? We make it extremely easy. It used to be really difficult. You used to have to take and spin up, you know, maybe you have two or three people in your office, right? You come up with an idea, hey, we're going to send out branded Yeti mugs, and some coffee, and a little handwritten note and a branded box. We want to do this for some of our top clients or partners or prospects. So you essentially assemble the entire office together. You'd have a meeting and say, Okay, here's what we're going to do. We wanted to this campaign. We're going to order all the mugs and the coffee and the crinkle paper in the boxes. And then everybody's gonna get a line in the office and we're gonna spend Friday for five hours getting these things together, and then Susan and Jim are going to load all of these boxes in the back of their truck and drive down to FedEx, and slap labels on all of them. And FedEx will ship them out. And then they're going to get 100 emails for FedEx, when these things actually were delivered, and then they're going to take all of those, all of those shipping confirmations, and give them to the five or six, you know, sales people or your business development or sales development. People say, okay, they just arrived, these pages just arrived, reach out to these people and follow up, right, we've automated that whole process. And so because it used to be complex, companies didn't do it. They couldn't do it. It was very logistically troubling to do so. Now it's automated, right? We take care of all the backend logistics that all you have to focus on is the experience with the prospect with the customer with the partner that again transcends all the digital noise that they have on a daily basis.
George Thomas 7:54
So I had to wonder who in the organization should be using sindo. So what companies should be using And are there any companies that are a non fit?
Brian Jambor 8:03
We have, we have clients that use across their entire business. Usually what happens is, Well, I'll tell you a quick anecdotal story, and then I'll explain kind of how it expands typically. So we had a VP of marketing that reached out to us, one of our clients, and he was very upset. He was livid. And he said, I have a big problem with you send us so and we thought that he was a great, you know, he is a great client, we thought that his account was healthy. You know, we were doing all the right things. He never had anything bad to say always sing our praises on social media, call up our one of our customer success managers and said, I have a bone to pick with you, I'm really ticked off. You messed up like what? I'm sorry, what do we do? What do we do? And he said, You know what? I bought you so that my marketing team could use you in our account based marketing strategy. But what happened was the Field Sales Team that's out on the road found out that we had you and they want to know if they could get three or four or five licenses so that they could actually send their prospects when they're meeting with them. face to face, and written notes, you know, nice little gifts, right right after the meeting. And so we said, okay, we'll give you a couple licenses. And then the inside sales team found out, and they want to do the same thing the Field Sales team did. And so they asked for a couple of licenses. And then the sales development team that eats that account executive team found out they need a couple of licenses. Next, you know, HR is hitting the app, and they want to be able to create these branded experiences for every new employee. So on day one, the employee gets this nice branded box with the corporate shirt and the corporate mug, write a nice handwritten note from their manager saying welcome to the organization. Right. And so my big problem sindo. So it is my p&l. Now is crazy, because all of these other departments are using you and I'm paying for it. I need you to segment this invoice by department so that they can pay their fair share. So what we find is that a lot of companies will either start with sudo so as part of an account based marketing strategy, or they'll start with windows so as a way to get into key accounts With their business development or their sales development teams, or their account executives, they might start small, right? Here's a $5, coffee, e gift card. on LinkedIn, would you be willing to have a quick five to 10 minute conversation to see if there's something that we can help you with. But what inevitably happens is the ROI becomes very apparent, two to three months in to where a lot of our companies substantially expand their footprint. And it transcends the entire organization in terms of their ability to create these hyper personalized experiences with their prospects, customers and partners. That again, transcends the digital noise that each of these individuals have on a daily basis to create real human person person relationships.
George Thomas 10:43
Next, I wanted to dig into a great use case or success story to see if we could understand how the customer experience was being impacted.
Brian Jambor 10:51
We we actually use this and also software on our partnership team in addition to our sales as you can imagine in service and customer support, we use it throughout our organization, right? We drink our own champagne, so to speak. And so on the partner side of things, my organization is responsible for essentially new business development, right trying to create relationships with new companies. And there's a company that we're going after named Jay barrows, and they do sales training, right for many fortune 500 companies. I was trying to have a conversation with our chief revenue officer, and did a little bit of digging talk to a couple people in his organization found out that he worked from home. And he has a young daughter and asked if the team thought that it'd be okay if I sent him something to his house, right? And they said, yeah, it will be a big deal. He won't mind we ended up sindo suing him a money tree. And if you don't know what the money tree is, it's a small plant that has a braided root system, that the analogies around growing together for a partnership are incredible with this thing. So if again, if you don't know what money tree is Google that it's really unique plant. So I said Also him a money tree and along with a bunch of cookies that had rainbow sprinkles on them. I have young kids, they love sprinkles, especially rainbow colors to bonus right? He reached out to me on LinkedIn. Right? So I got to notice that they were delivered. And before I could even reach out to him, he proactively reached out to me and said, hey, I've heard of sindo. So and I didn't really quite get it. But what happened today was the strangest thing. My wife found this, this tree, this money tree that was delivered to our front door. Beautiful box, right? The planter was incredible, looks amazing. And she told me, Chris, I don't care who this company is. This is a basic, you're partnering with them, this is going to happen. And then he says my daughter got into the box of cookies. And she actually made up this little song about sprinkle cookies right? If she was singing this song while she was eating them. Chris actually recorded the video of his daughter singing the song while she ate the cookies and posted on LinkedIn thanking me as windowsill for sending him the gifts. This before we start partnership. And so that's just one small example of how we utilize and also to open doors. I'll give you another quick one because it's really interesting. And their chief operating officer recently got promoted to CEO. And I told my my business development manager say, Hey, we have a limited time window to figure out what he is really into what he really really likes, and some dough so him something so that we can start the conversation with potential product integration. And so she went deep, talking really deep, like found out who his wife was sort of looking at her social accounts, right with his history, and found out that he's a sneakerhead. Loves shoes, Jordans, homeschool Congress in May you name it right, his closets full of shoes. So she went on Amazon and found a 200 page glossy book on the history of Air Jordans. And sindo. So that to him, and then as soon as she got the notification from Sentosa that did it arrive, she reached out to him on LinkedIn and said, Hey, you don't know me. My name is Christina. We're going to dose So I would love to have a conversation with you about a potential product partnership. If you're not the right person, if there's somebody in your team that I could talk to you for 10 or 15 minutes, I'd really appreciate that. He responded back in seven minutes, the CEO of this organization that does they do right now about $200 million in revenue. In seven minutes. He responded back on LinkedIn, it's a Christina, I just received the most amazing gift I've ever received in my entire life. This book is gorgeous, it's going on my coffee table. I don't care what we talked about for 10 minutes, but you absolutely have 10 minutes of my time. So these are the types of success that mentally we're having it Sentosa internally but our clients are having right in terms of transcending that digital noise, creating real one to one personal relationships that create wonderful, long lasting partnerships and customers right for life, so to speak, because you're treating people as people, right and that's what's the dose it really is all about it's for.
George Thomas 14:54
Next I wanted to dive into the nerd side of sin dosa and let's be honest with each other, you know, I want to to dive into the nerdy side from the get from the start, so I asked Brian, what is the HubSpot send Dosso integration look like and how does it work? Exactly.
Brian Jambor 15:10
Yeah. So from a technical standpoint, all it is is an HTTP POST. Right. So you think of a web hook in HubSpot, and all you're doing is you're throwing a web hook to send. So it's so instant though so you can figure which products are associated with a specific web hook. And then once that web hook is generated, you input that inside of HubSpot and allow it to be triggered however you want it to be triggered. So extremely simple in terms of the setup both on the Sentosa side in deciding which products you want to actually whether it be things that are would be corporate swag, right that you want to send, or whether it be perishable goods, cookies, cupcakes, brownies, etc. Whether it be just a handwritten note, whatever that is you set up in sudo. So it generates the web hook. You plug that into HubSpot, and you incorporate that in terms of your campaign so extremely easy. As far as the setup you don't have to hire a console. Did you don't need a massive technical uplift to do it? You don't need an IT person. I just thought anybody could do it very easy.
George Thomas 16:07
And then I dove into Well, what does the process look like after you've started to send dough? So someone?
Brian Jambor 16:13
Yeah, absolutely. So we push all of the activity back to the activities record inside of HubSpot. So you can see when somebody's got to send those out in terms of when you executed the order. You can see when it was being processed when it was shipped when it's been delivered. And then on top of all the activity history that we push back into HubSpot, we also email you notifications whenever those activities have happened. And so you have very granular insight into the flow the process if you will, somebody being said dose which allows you to follow up in a timely manner, which is the key the linchpin if you will, to making the system work and getting an ROI out of it.
George Thomas 16:51
Now if you've watched for any length of time, you know me sprockets years, I always have your best interests at heart. So I asked the question that some interviewers don't like that much And I asked Brian to talk about their competitors. Yes, the competition, as well as what makes him though so better than their competition. And amazingly, he wasn't worried. This is exactly what he had to say.
Brian Jambor 17:13
Yeah, absolutely. We have an incredible idea, that amazing product. And the great thing about that when you have a great product, and it's a fantastic idea, and you're getting a lot of great traction in the market, people see that and they want to get some of that traction. So of course, we have competitors, right, which is great. We in terms of our competitors, though, we're quite unique in the fact that we have an end to end supply chain, and we have an incredible diversity of ability to execute different items, right. So some of our competitors only do print, right in terms of flat mail, right you think postcards, letterhead, etc. Some of our competitors only do variable, small batch, direct direct mail dimensional direct mail things like swag, right? It'll do any perishable goods They don't have integrations in Amazon, etc. We have the whole breadth of the offering, in addition that we have a very robust API. Right? We're integrated into, essentially way more systems than any of our competitors are. We've got first mover's advantage, so to speak as far as go to market, and we're growing, as far as I know, faster than any other competitor out there. And so we're, we're excited about competitors. We love competitors, because it challenges us it pushes us and at the same time, we don't focus on competitors. We focus on what we do best, which is innovating continually and quickly, to make sure that our customers get the best experience that they need to get the maximum ROI out of the system.
George Thomas 18:35
To wrap this interview up and put a big bow on it. I asked Brian for any words of wisdom or strategies that he would love to share with you, the viewers?
Brian Jambor 18:43
Yeah, I think the biggest thing to ask yourself when you think about a dimensional direct mail strategy utilizing Santoso is what are your numbers? What are your KPIs in terms of your business? How much is it costing you today to acquire a customer How much does that customer spend with you over the course of the lifetime of the of the client cycle? Right? What does that really look like? And what kind of experiences are you trying to create in terms of that customer journey. And if you know what those numbers are, then you can quickly determine if based on the cost of sindo. So compared to the cost of doing it manually, what your ROI would be in automating that process. So those are those are key numbers that you'll need to know going into it right to know in addition to the ROI, how much you can spend in terms of gifting, right, so if my lifetime value of whatever I'm selling is $100 I don't want to spend $500 on a super custom, you know, set of whatever the case may be, you know, product that I'm going to send also to you right and it completely undercut any sort of revenue I would have generated from you if you become a client, right and so there is that balance. We have a lot of clients who start off small, again $5 Coffee gift cards, they send all day long or $10 lunch, e gift cards so they send all day long And then if for the higher end clients, they may send, you know, some branded swag, right. And then for executives, they may go on to Amazon and find, you know, set of air pods or some sort of technology that they think is really going to be unique, right or work with us. And we'll source something very unique and custom to you based on your campaign, kind of standards and ideas, and then create that magical experience for the client. So but again, it goes back to knowing your numbers. As long as you know your numbers. Sentosa works extremely well, you can vary the amount of spend based on your business model.
George Thomas 20:37
So I have to ask you, do you want to save time? And do you want to create a personalized one to one custom lead custom employee custom customer process? And I'm hoping your answer is yes. Then make sure you check out send those so and make sure to let them know that sprocket talk sent you Hey, did you like this video, then head over to sprocket talk.com for more actionable and tactical HubSpot user resources Make sure you subscribe to the channel and hit that bell as well for those instant notifications, and so we know that you're part of the sprocket talk community. Until next time, make sure you're focused on being a happy, helpful, humble human. And as always, make sure you're doing some happy hub, spotting
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About the Expert
Leadership creator with a passion for building up people and partners in a pursuit to help them get to the next level in their career and/or business. Nearly a decade of experience in creating scalable strategic partnerships as opposed to strategic dependancies through one-to-one and one-to-many partnership strategies on the product and reseller sides of the relationship. Experienced negotiator, having negotiated multi-million dollar deals with enterprise-wide impact, working hand-in-hand with C-Suite executives to ensure the success of each partnership strategy.
George Thomas 0:00