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etailinsights eCommerce Data and Sales Blog

Laddered prospecting by Cindy Bradley

By Rachael Love on Mar 3, 2022 1:08:29 PM

Power User Spotlight: Cindy Bradley, ShopRunner

Cindy BradleyCindy's Sales Hack: Laddered prospecting

I have always employed a laddered prospecting approach. What that means is that while my most relevant contact is the VP of Ecommerce, I will pull contacts that are in supporting roles (manager level) for the same person and cross functional colleagues. The reason being, people in manager level roles are often more aspirational and looking for kudos internally, so they are more apt to take the time to digest a prospecting note and either respond or flip to the VP of Ecommerce. In this case, the senior colleague is more receptive to a conversation since it's been vetted internally. The same is true for their cross functional colleagues--since it's not their bailiwick, they are more apt to flip it to their colleague. Etailinsights gives me all the contacts from Manager to C-suite, enabling me to successfully deliver laddered outreach approach.

etailinsights Power User Interview

Cindy, what is your favorite restaurant in where you live and why?

I love Seaworthy on Tierra Verde, an island off St Petersburg, FL for the incredible sunset views overlooking an inlet to the Gulf of Mexico and for the chef’s special, which is always a fresh catch from that day, such as grouper, coupled with tons of kale and navy beans!

What drove you to begin a sales career in eCommerce?

I've always been committed to helping retailers optimize their performance of the internet by helping them acquire and retain shoppers efficiently and at scale. Since, ShopRunner was acquired by FedEx in December 2020, I'm looking forward to helping retailers across the entire customer journey from acquisition through post purchase.

How does ShopRunner help etailers? 

From a bird's eye view, we help our retailer partners to generate value at every stage of the customer journey. Combining the power of a FedEx powered transparent post-purchase experience with an exclusive member network driving demand, we're in a unique position to offer retailers the tools and insight they need to deliver an exceptional, data-driven end-to-end customer experience. Zeroing in, right now, we're most excited about our Same-Day Delivery platform where we sit as a middleman between the retailer and last mile provider, enabling us to seamlessly provide same-day delivery for any retailer in any market at any time. We handle every aspect on a turnkey basis including courier contracting and management, customer communication and customer service. Suffice to say, it's an exciting time for ShopRunner!

How are you using etailinsights to find eCommerce leads?

We have evaluation criteria to determine whether a retailer is a suitable prospect for ShopRunner. Particularly, we look for the ecommerce platform, GMV, shipping providers--data that is easily at our fingertips with etailinsights and is invaluable to be able to quickly access a retailer to see if they would be a fit for ShopRunner. I use the etailinsights tool daily as part of my prospecting process.

What is your favorite Top 40 eCommerce Conference and why?

My favorite conference is Shoptalk, largely because of the 1:1 format, which allows retailers and vendors to sit down for 15 minutes to allow us to quickly assess if the solution might be a fit for the retailer. We’ve had tremendous success with these conversations in the past, as it allows to quickly expand our pipeline with retailers we may never have spoken with, and retailers can meet with dozens of vendors over a couple of days allowing them to assess which vendors best suit their needs.

Written by Rachael Love

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