Human-First Marketing: Why It's Crushing Traditional Channels with Sendoso's Katie Penner

Katie Penner, Head of Sender Relations at Sendoso, takes us deep into how gifting is transforming B2B marketing by delivering remarkable results where digital channels fall short. With 64% of marketers struggling to hit revenue targets with current budgets, the renewed interest in thoughtful, human-first marketing approaches couldn't be more timely.
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Chapters:
00:01:39 - What Is Sender Relations?
00:03:23 - Why Gifting Is Making a Comeback
00:05:10 - Tracking ROI and Integration Benefits
00:06:15 - The Gifting Process and Integration Examples
00:10:01 - Keeping Gifting Human at Scale
00:14:40 - The Future of AI-Enabled Gifting
00:15:00 - Quick-Fire Questions and Closing Thoughts
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What makes modern gifting so powerful? Katie reveals how strategic gifting delivers a 4x return on investment and accelerates sales cycles by 29% when integrated properly. The key distinction she emphasizes is moving beyond transactional gifting to relationship-building approaches that connect with prospects as actual humans.

Today's buyers crave this personalization—71% expect personalized interactions and 76% get frustrated without them.

Katie walks us through exactly how Sendoso integrates with marketing technology ecosystems including Salesforce, HubSpot, Clay, and Gong to create automated yet deeply personalized gifting moments throughout the buyer journey.

From pre-demo coffee gift cards to help break through inbox clutter, to thoughtfully selected items based on a prospect's personal interests, these touchpoints create meaningful connections in an increasingly digital world.

Looking toward the future, Katie shares how AI is revolutionizing gifting by enabling true personalization at scale. Imagine AI agents that can identify when an account has gone cold, suggest the perfect gift based on a prospect's interests scraped from social media, and deliver it at exactly the right moment—all without adding to your team's workload.

The possibilities for creating genuine human connections while maintaining efficiency are tremendously exciting.

Want to implement effective gifting strategies today? Visit sendoso.com/playbooks for free, ungated resources with proven playbooks you can adapt for your business.

Connect with Katie on LinkedIn (  / kathrynpenner  ) or email her at [email protected] to learn more about transforming your marketing approach with the power of human connection.

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