New Study: Sophisticated Tech Helps B2B Marketers, but Don’t Forget a Simple Gift

Research shows strategic gifting opens the door to decision-makers who work in Finance, Customer Service, Sales, Marketing, and HR

In our digital marketing world, it’s easy to forget that people are analog.

B2B sales and marketing teams have never had so many technical tools to reach buyers, but despite that, buyers rarely feel “reached” because that human touch is missing.

For all its power, digital marketing and sales often loses its ability to connect on a personal level to create personal connections.

But many B2B sales and marketing leaders have learned that returning to time-tested simple things like sending a personalized gift can be a significant addition to their outreach strategy.

Recently, Sendoso commissioned an independent research agency to study the effects of B2B gift giving. You can see the full report here, but right now let’s drill down into how gift giving affects budget decision makers on five types of teams: Customer Service, Finance, Marketing, HR, and Sales.

Here are the key findings broken out by team:

Insights for Gifting to Marketing Teams

• Only 20% of Marketing decision-makers always feel a human connection with the sales reps who are selling solutions to their company
• 67% of Marketing decision-makers feel overwhelmed with the number of sales reps trying to sell into their organization
• 93% of Marketing decision-makers can still remember a gift they received from a sales rep over two years ago
• 87% of Marketing decision-makers have actually sent a thank-you note to a sales rep for a gift
• What do Marketing decision-makers prefer as a gift? Snacks and coffee
• At what stage do Marketing decision-makers usually receive gifts from sales reps? After a proposal
• 87% of Marketing decision-makers say receiving a gift has positively affected a deal
• 80% of gifts sent to Marketing decision-makers have a value between $50 and $100

Insights for Gifting to HR Teams

• Only 50% of HR decision-makers always feel a human connection with the sales reps who are selling solutions to their company
• 61% of HR decision-makers feel overwhelmed with the number of sales reps trying to sell into their organization
• 89% of HR decision-makers can still remember a gift they received from a sales rep over two years ago
• 83% of HR decision-makers have actually sent a thank-you note to a sales rep for a gift
• What do HR decision-makers prefer as a gift? Snacks and wine/spirits
• At what stage do HR decision-makers usually receive gifts from sales reps? Sales call follow up
• 87% of HR decision-makers say receiving a gift has positively affected a deal
• 44% of gifts sent to HR decision-makers have a value between $50 and $100

Insights for Gifting to Finance Teams

• Only 44% of Finance decision-makers always feel a human connection with the sales reps who are selling solutions to their company
• 67% of Finance decision-makers feel overwhelmed with the number of sales reps trying to sell into their organization
• 78% of Finance decision-makers can still remember a gift they received from a sales rep over two years ago
• 72% of Finance decision-makers have actually sent a thank-you note to a sales rep for a gift
• What do Finance decision-makers prefer as a gift? Wine/spirits and eGifts
• At what stage do Finance decision-makers usually receive gifts from sales reps? Post-demo
• 87% of Finance decision-makers say receiving a gift has positively affected a deal
• 72% of gifts sent to Finance decision-makers have a value between $50 and $100

Insights for Gifting to Customer Service Teams

• Only 35% of Customer Service decision-makers always feel a human connection with the sales reps who are selling solutions to their company
• 45% of Customer Service decision-makers feel overwhelmed with the number of sales reps trying to sell into their organization
• 70% of Customer Service decision-makers can still remember a gift they received from a sales rep over two years ago
• 75% of Customer Service decision-makers have actually sent a thank-you note to a sales rep for a gift
• What do Customer Service decision-makers prefer as a gift? Tickets and coffee
• At what stage do Customer Service decision-makers usually receive gifts from sales reps? Warm outreach
• 87% of Customer Service decision-makers say receiving a gift has positively affected a deal
• 60% of gifts sent to Customer Service decision-makers have a value between $50 and $100

Insights for Gifting to Sales Teams

• Only 37% of Sales decision-makers always feel a human connection with the sales reps who are selling solutions to their company
• 63% of Sales decision-makers feel overwhelmed with the number of sales reps trying to sell into their organization
• 93% of Sales decision-makers can still remember a gift they received from a sales rep over two years ago
• 89% of Sales decision-makers have actually sent a thank-you note to a sales rep for a gift
• What do Sales decision-makers prefer as a gift? Sweets and wine/spirits
• At what stage do Sales decision-makers usually receive gifts from sales reps? Warm outreach
• 87% of Sales decision-makers say receiving a gift has positively affected a deal
• 67% of gifts sent to Sales decision-makers have a value between $50 and $100