Sendoso realized their existing customers held massive untapped revenue potential. The challenge was messy data spread across multiple systems and too many accounts for their team to manage manually. With UserGems as their command center and Gem-E powering customer ABM and expansion, they turned all that information into clear insights, automatically identifying the right people, the right timing, and the right opportunities.
In just 40 days, they created 44 new pipeline opportunities, expanded into new teams and departments, and their account teams finally could finally spend their time on conversations that drive real revenue.
About Sendoso
Sendoso, is the leading gifting and direct mail platform that helps companies create thoughtful, high-impact marketing and sales experiences. By integrating with CRM and marketing automation platforms, Sendoso enables businesses to drive engagement, accelerate deal cycles, and build lasting customer relationships.
About Austin Sandmeyer
As the Director of Growth & GTM Engineering Strategy at Sendoso, Austin makes sure growth marketing and go-to-market execution actually work together. He builds scalable programs, uses data to guide decisions, and keeps marketing and sales efforts focused on driving real revenue.
Why expansion wasn't happening
Sendoso's ABM campaigns were successfully winning new logos, but leadership realized their existing customer base held a lot of untapped revenue potential.
The decision was simple. Treat existing customers like the best prospects in their pipeline, invest the same strategic effort into expansion that they put into new business.
The difficulty was, AMs and CSMs managed massive portfolios and couldn't manually identify the right people to talk to across hundreds of accounts. The data existed, spread across their entire tech stack. Product usage revealed engagement patterns, their CRM mapped out relationship structures, Gong held conversation context, support tickets surfaced pain points, and health scores flagged risk.
While the information was there, it was scattered and no one had time to connect the dots manually. Sendoso needed a way to turn customer insight into repeatable expansion opportunities without forcing account teams to piece everything together themselves.
They’re trying to touch every customer as much as possible… but unfortunately, they are humans… you only have so much time in the day and so they can only reach out to so many people and they can only have so many conversations.
Building the expansion engine
UserGems became Sendoso's command center for customer expansion. Acting as the "brain," it pulls together data from across their tech stack, continuously monitors customer accounts, prioritizes the right opportunities, and pinpoints the people inside those accounts most likely to drive expansion, especially where multi-threading matters.
Instead of asking Account Managers to manually research dozens of contacts and craft one-off emails, Sendoso layered in UserGems' AI agent, Gem-E, to roll out Customer ABX at scale.
They fed Gem-E:
- ICP and persona definitions
- Role-specific value propositions across departments
- Account activity and timing signals (usage, adoption, tickets, engagement)
- Visibility into who was already using the product and who wasn’t
From there, Gem-E generates personalized outreach that references the right people, their actual usage, and real situations happening inside each customer account.
Sendoso runs this in two modes:
- Autopilot: Gem-E continuously watches accounts, detects expansion signals, generates outreach, and launches sequences automatically.
- Co-pilot: For larger or more strategic accounts, Gem-E surfaces recommendations and draft messages that AMs can review, refine, and send.
The result is that Sendoso now operates with deep, inside knowledge about how each account is structured, what teams care about, and where value already exists.
We’re literally serving up who our AMs and CSMs should be talking to, people they probably didn’t have time to think about.
All of this context powers outreach that feels genuinely helpful. By combining rich customer data with Gem-E, Sendoso turned Customer ABX into a repeatable expansion engine that generates pipeline while strengthening relationships and expanding product adoption.
The results
In just 40 days, Sendoso created 44 new expansion opportunities from their existing customer base using UserGems and Gem-E. That's nearly two new opportunities every single day. These opportunities grew into new departments, teams, and use cases, proving the massive untapped potential within accounts they already had relationships with.
Outreach achieved 15-20% reply rates, and most campaigns ran fully on autopilot, freeing the team to focus on higher-value work.
Customer value
The impact went beyond pipeline. Gem-E helped AMs and CSMs have conversations that guided customers to get more value from the product. Some meetings introduced users to features they had not discovered, gave them access to the platform, or connected them with colleagues already driving results. These interactions strengthened relationships and increased adoption, turning routine touchpoints into measurable impact.
Efficiency gains
Their team efficiency got better too. Instead of manually identifying who to engage across hundreds of accounts, UserGems automatically highlighted the right stakeholders who matched the ICP and represented real opportunities for multi-threading.
Churn prevention built In
By multi-threading accounts, Sendoso reduced dependency on just one single champion. If this contact left or got busy, relationships with other stakeholders were already in place, meaning their revenue was protected and it helped keep their accounts healthy.
This isn’t just about pipeline. It’s about adoption, relationship building, and churn mitigation.
The real opportunity
Sendoso proved what's possible when customer expansion becomes systematic instead of ad hoc. UserGems organized the relationships, insights, and context they were already capturing, turning scattered data into a repeatable growth engine.
The ingredients were all there: customer data in their systems, relationships their team had built, trust they'd earned. The breakthrough was automating the work that connected it all, so their teams could spend time on conversations that actually drive revenue instead of researching who to talk to next.
Sendoso learned what many companies overlook: the best pipeline isn't always out there waiting to be found. It's already in your customer base, waiting to be unlocked.
