How Rapid7 Builds Human Connection Across a Complex Global Market

What works in London doesn't always work in Stockholm, or Lagos.

Rapid7's EMEA go-to-market team operates across markets where gifting expectations vary widely. The UK is the anchor, where the program has gained the most traction. Nigeria is an exciting, emerging opportunity, where physical gifting takes on a bigger role, and the team has adapted its strategy accordingly. And in the Nordics, the challenge is cultural: recipients can be more hesitant to accept a gift at all.

For Rapid7, scaling across EMEA hasn't meant replicating the same playbook everywhere. It's meant learning what works locally and adapting accordingly.

A cautious audience, and then there's GDPR

The audience adds another wrinkle. Rapid7 is a Boston-based cybersecurity company that helps security teams find exposures, detect threats, and respond to attacks. The people it sells to are, by trade, cautious about unsolicited contact, especially about handing over personal information.

Then there's GDPR.

Collecting physical addresses from prospects and customers across Europe introduces another layer of complexity. Asking for an address, storing it, and managing it manually means taking responsibility for yet another piece of personal data, exactly the kind of operational burden the team wanted to avoid.

Laura Xavier, Nordics & MEA Marketing Manager at Rapid7, needed a program that could flex across all three markets without adding more operational work for her team.

Address confirmation made GDPR gifting effortless

Here's the workflow that made the difference.

Laura triggers an Address Confirmation request through Sendoso. The recipient gets the request, enters or confirms their own address, and submits it. Laura never sees it, stores it, or manages it.

No spreadsheet of personal data. No back-and-forth email asking a prospect where to ship something.

"The Address Confirmation is a huge deal for us, especially because of GDPR. I send the form, they fill it out, it's confidential, and I don't have to see or manage any of it. That's exactly what I need, and it works great."

For a team operating under the scrutiny of European data regulations, this isn't just a convenience. It's a meaningful reduction in compliance risk that makes gifting programs genuinely viable.

A marketplace built for every market

Laura's favorite part of the platform is the marketplace, specifically how much easier it makes sending across regions.

Three things do the work:

1. The selection: unique and localized options across global markets.
2. The global logistics, so she isn't lining up a separate vendor per country.
3. The swap, so recipients can trade the gift for something they'd rather have. Nothing goes to waste, and a wrong gift isn't a wasted send.

Her go-to? Fortnum & Mason hampers. They're crowd-pleasers across many of her markets.

She'd like to see the marketplace continue to grow, with more options in Africa in particular. That's not a complaint. It's an excitement based on the response she gets from her audience around gifting moments.

Lunch & learns that convert, and eGift campaigns that deliver

Two plays carry the program.

Lunch & Learns. Attendance is strong. More to the point, the meetings that come out of the sessions move into the pipeline and, in Laura's words, into closed-won. It's now a standing part of their EMEA go-to-market playbook.

eGift Campaigns. For markets where a physical send is harder to execute, the Rapid7 team leans on eGifts. The interest is strong, the attendance is strong, and, the part that matters, the people showing up are the right people, converting into pipeline and closing.

EMEA support that shows up

Laura's CSM, Will Swatman, is the reason the program runs.

When she's sending into a region she doesn't know well, unsure of local gifting norms, or trying to source an item that fits a specific market, she pings Will, who usually jumps on a call and brainstorms what is culturally relevant. They'll also discuss when it's more appropriate to send a physical versus a virtual gift in an ABM approach.

That's the part that doesn't fit on a feature list: someone who knows the regional nuances of EMEA gifting and picks up when you ask. For Laura, that's the difference between a vendor and a genuine partner.

A migration they haven't looked back from

Rapid7 came to Sendoso from another platform, bringing its existing inventory along with it. Moving a full catalog was no small task, but Laura says the Sendoso team made the transition as smooth as possible.

Once the move was done, it was done. And they haven't looked back.