How EvenUp Uses Strategic Gifting to Drive Business Development and ABM Success

In the legal world, relationships matter. For personal injury attorneys in particular, trust and human connection are at the center of every client interaction. This means that vendors hoping to do business with law firms must embrace the human side of selling to win new business and grow accounts.

EvenUp is a specialized, proactive AI platform for personal injury law firms that helps settle cases faster and recover more value for their clients, often after life-changing accidents. They work with over 2,000 of the top PI firms across the nation and have helped recover over $10 billion for personal injury victims. 

But getting a foot in the door and keeping busy attorneys and legal teams engaged isn't easy. Like many professionals today, they are inundated with emails, calls, and digital marketing.

To stand out, EvenUp has built a thoughtful approach that combines account-based marketing with personalized gifting, leveraging Sendoso to reach prospects at critical touchpoints in their sales journey. The result is a strategy that has driven a 3X growth in pipeline from direct mailing campaigns.

We spoke with Josh Markowitz, EvenUp’s Sr. Director of Sales Development and Julia Roy, Demand Generation Associate, about how they use Sendoso to add a personal layer to their multi-touch sales and ABM strategy.

Relationships are the Foundation of the Legal Industry

Personal injury attorneys often work with injury victims during the most difficult moments in their lives, and the trust and empathy that comes from authentic, in-person relationships are critical in representing their clients. That same relationship-first mindset carries over into how EvenUp works with law firms during sales, onboarding, and beyond.

“The culture at EvenUp with our clients is all about white-glove service, personal touch, and human relationships,” says Markowitz. “We visit firms, we run sessions with them, and we make sure they feel supported. That personal connection is a huge part of our brand.”

That focus on partnership also shapes the company’s go-to-market strategy. Rather than relying solely on digital outreach, EvenUp aims to nurture meaningful relationships from the first moment of contact.

The Challenge: Building relationships through a fog of digital noise

Unfortunately, building the relationships that EvenUp values has become increasingly difficult in today’s digital environment.

Prospects are bombarded with outreach every day, including sales emails, LinkedIn messages, phone calls, and ads across multiple platforms. Even well-crafted, personalized email campaigns frequently go unseen in the crowded inboxes of business leaders.

“Everyone knows what it’s like—there are tons of emails, and a lot of them go straight to spam or just get ignored,” Josh says. “Our prospects are constantly getting bombarded by people trying to email them or call them.”

Julia sees the same challenge from the marketing side.

“People are receiving ads and outreach from every direction,” she explains. “It’s incredibly hard to stand out if you’re just another message in that stream.”

With engagement rates falling across digital channels, EvenUp has turned to gifting and direct mail, powered by Sendoso, to create touchpoints that are more personal and memorable.

“Gifting creates an emotional response,” Markowitz says. “It plants the seed for a relationship, so when we call or follow up, there’s already a connection there.”

Gifting is a High-Impact Channel for ABM

We can track the arrival in Sendoso, so every gift gives our SDR team a reason to pick up the phone and call. The gifts give us a warm touchpoint to start or expand upon the relationship.

EvenUp uses Sendoso to power both large-scale account-based marketing campaigns and highly personalized one-to-one outreach. According to Roy, gifting isn’t just a tactic—it’s an integrated channel within the company’s marketing strategy.

“We use gifting in a couple of different ways,” Roy explains. “We cover the top-of-funnel with ABM campaigns, and then we also do bottom-of-funnel one-to-one personalized gifting that supports our sales development team.”

The ABM campaigns her team designs leverage Sendoso’s integrations with Salesforce to ship gifts to large swaths of target accounts at once. EvenUp runs these campaigns throughout the year, aligned with triggers like season changes, product announcements, or holidays.

“One recent campaign was a customized package of fortune cookies that aligned with the Lunar New Year,” Julia says. “It was something fun and memorable that really stood out, and Sendoso’s warehouse made it easy to send these gifts at scale.”

“When a firm receives a gift, it might not just be the attorney who sees it,” Julia explains. “It could be a paralegal, a legal assistant, or someone else in the office. That means our name is circulating around the firm in a really positive way.”

But the goal is always the same: open the door for a genuine conversation.

“We can track the arrival in Sendoso, so every gift gives our SDR team a reason to pick up the phone and call,” Julia continues. “The gifts give us a warm touchpoint to start or expand upon the relationship.”

Empowering SDRs to Build Real Connections

When that gift gets delivered, we get alerted right away. Then the team follows up and makes sure it arrives safely. Usually we’ll get a thank-you from the prospect, and it opens the door to a larger conversation.

EvenUp’s sales development representatives (SDRs) use Sendoso in a different way, sending personalized gifts to key contacts at law firms.

Josh says Sendoso empowers his team of SDRs to take ownership of customer relationships and use research to send meaningful gifts. 

“Our SDRs have quarterly gifting budgets that they are strongly encouraged to spend. If an SDR learns a client had a life event like having a baby, getting married, or a promotion, they can use Sendoso to send a gift with just a few clicks.”

“When that gift gets delivered, we get alerted right away,” Markowitz explains. “Then the team follows up and makes sure it arrives safely. Usually we’ll get a thank-you from the prospect, and it opens the door to a larger conversation.”

Gifting as a Measurable Channel

While gifting has long been an important part of high-value sales, it’s previously lacked the tracking capabilities to measure its effectiveness at scale. 

“Historically, gifting was very manual,” Roy says. “You couldn’t really track what happened after the gift was sent or tie it back to other sales activities and understand the impact.”

Sendoso changes that by integrating gifting directly into the company’s sales and marketing stack. Marketing and sales teams can track deliveries and attribute engagement back to specific campaigns.

In the first year of implementing Sendoso, EvenUp experienced a 3X pipeline growth from their direct mail campaigns.

A Key Part of EvenUp’s Go-to-Market Strategy

Today, gifting has become an essential part of how EvenUp connects with prospects and customers. 

“You should absolutely be doing gifting because it cuts through the noise,” Markowitz says. “At EvenUp, we’ve seen real, direct results that we can attribute to our gifting campaigns.”

They also agree that the platform behind those campaigns is just as important.

“If Sendoso disappeared tomorrow, I would panic,” Roy admits. “It’s such a key component of our strategy.”

Ultimately, the reason gifting works so well for EvenUp comes back to the same principle that drives the legal industry itself: relationships.

“In the end, people want to do business with people,” Markowitz says. “Anything you can do to make that business connection more personal is incredibly powerful.”

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