From people to pipeline: How Workhuman’s hyper-personalized gifting strategy drives meetings and event engagement

Workhuman, the world’s fastest-growing employee recognition platform, helps organizations build cultures of gratitude. Their demand generation and ABM strategy was highly personalized, but their previous corporate gifting solution couldn’t keep up. Tech was unreliable, fulfillment inconsistent, and support minimal.

That’s when they turned to Reachdesk.

We spoke with Kaleigh Wright, Demand Generation Specialist at Workhuman, to learn how her team transformed their approach to corporate gifting. The result? Simplified workflows, global scalability, tighter CRM integration, and measurable impact.

The challenge: Scaling gifting without sacrificing brand experience 

Before Reachdesk, Workhuman struggled with inefficiencies in their gifting and swag efforts. Their old solution couldn't keep up, causing setbacks for both marketing and sales teams.

Key issues with the previous provider:

• No ROI tracking: Broken CRM integration led to minimal visibility into performance.
• Global campaigns were out of reach: Limited fulfillment made scaling from the USA to EMEA was almost impossible.
• Too many steps, too little adoption: Gifting took up to 11 steps, leading to low team adoption.
• Execution gaps: Late deliveries, missing gift notes, and poor packaging hurt Workhuman’s brand image.

As Kaleigh puts it:

“Every company wants to offer a quality experience, and this wasn’t it. It was affecting our brand and prospect relationships.”

The solution: A strategic partnership that turned gifting into a growth engine

In December 2023, Workhuman turned to Reachdesk to scale corporate gifting globally, streamline workflows, and improve ROI tracking. They found more than a platform: a true partner offering creative ideas, fast turnarounds, and hands-on support, unlike their previous provider.

What Workhuman needed:

• A collaborative partner for creative, strategic gifting and swag campaigns.
• A solution that can scale globally with them.
• Tools to track campaign success and optimize ROI with a full CRM integration.

What made Reachdesk the right fit:

• Unmatched support: Reachdesk felt like an extension of Workhuman’s team, always creative, collaborative, and responsive.
• Scalable infrastructure: Global warehousing and inventory management enabled seamless regional campaigns.
• Integrated for success: Seamless CRMintegration and streamlined workflows ensured efficient campaign execution.
• Full visibility: Reachdesk’s budget management, user wallets, and performance dashboards helped Workhuman track ROI and campaign success in real time.

The results: Streamlined, scalable, and successful gifting campaigns

Since switching to Reachdesk, Workhuman’s gifting efforts have become a key driver to engagement, pipeline, and conversion.

Key results:

• Revenue impact: Over $10M in influenced pipeline and $70M+ in opportunity progression across just three corporate gifting campaigns in the past 12 months.
• Channel performance: Corporate gifting now ranks among Workhuman’s top four marketing channels, just behind webinars, webinar replays, and paid search.
• Pipeline growth: 34% conversion rate from 100 personalized event bundles, leading to 34 meetings booked.
• Brand engagement: 1,355 personalized gifts sent globally, with a 96% claim rate, indicating high-intent and prospect engagement.
• Global reach: Seamless campaign execution across North America and EMEA.
• Adoption: Simplified workflows and Reachdesk’s collaborative Creative Team drove a 79% adoption rate of curated bundles across Workhuman’s campaigns.
• Scalability: A projected 136% YoY increase in monthly gifting sends for 2025, fueled by an intuitive UI and seamless CRM integration, showcasing strong growth potential.

The results speak for themselves. Workhuman’s marketing and sales teams, from BDRs to VPs, have fully embraced the Reachdesk platform, making gifting a seamless, strategic part of their workflow.

Campaign spotlight: Strategic gift bundles driving event momentum and pipeline at Workhuman Live

A standout example of Workhuman’s partnership with Reachdesk is their event-driven demand generation gifting strategy for their annual Workhuman Live HR Conference. Through campaigns like “Fuel Your Focus,” “World Gratitude Day,” and “Elevating HR with AI,” personalized, timely direct mail has proven to be a powerful tool for driving registrations, meetings, and pipeline impact with high-intent prospects.

Post-event engagement: “Fuel Your Focus” campaign for Workhuman Live HR Conference 2024

Following the success of Workhuman Live 2024, the “Fuel Your Focus” campaign was designed to re-engage attendees, drive post-event meetings, and encourage prospects to sign up early for Workhuman Live 2025. Each personalized gift box included:

• A premium branded tumbler
• Locally roasted specialty coffee, sourced from CO, the state set to host WHL 2025
• Workhuman branded bamboo coffee scoop
• BBQ sauce, sourced from Texas, the state that hosted WHL 2024
• Branded sunglasses to encourage prospects to look ahead to the future of HR
• A book authored by one of the event’s keynote speakers
• Messaging built around the theme “Fuel Your Focus”

The results from 100 personalized boxes sent:

• High engagement: 95 responses from ideal customer profiles (ICPs), with 34% of recipients actively participating
• Strong conversion rate: 34% conversion rate with 34 meetings booked
• Pipeline impact: 1 influenced opportunity and 14 progression opportunities, proving the power of corporate gifting to drive both engagement and pipeline movement

This campaign set the stage for future event-driven gifting strategies, proving that personalized gifting can significantly impact engagement and pipeline momentum.

“Corporate gifting just works. Conversion rates were great, and the experience felt intentional. It proved gifting could be a real pipeline driver.”

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Building early momentum: “World Gratitude Day” campaign to boost early registrations for Workhuman Live 2025

To kick off Workhuman Live 2025, the team tapped into World Gratitude Day (Sept 21) with an early registration campaign.This campaign aimed to drive both event participation and brand engagement through a thoughtful gift bundle. The box included:

• A Workhuman-branded gratitude journal
• “You’ve Got This” pen set
• A gold foil keychain with the messaging “Your kindness can change the world”
• A “Choose Gratitude” sticker
• An event code offering registrants $100 off their conference ticket price

The results from 75 personalized bundles:

• High engagement: 32 ICPs responded, showing significant interest and active participation from high-value prospects
• Strong conversion rate: 9 meetings booked, reflecting a strong conversion from the gifting campaign
• Pipeline impact: 1 influenced opportunity and 6 progression opportunities, demonstrating continued momentum and movement within the pipeline

This campaign reinforced the value of timely, relevant gifting as a way to engage ICPs and drive early-stage momentum toward event registrations and pipeline development.

Refining the strategy: “Elevating HR with AI” bundles for Workhuman Live 2025

Building on the success of previous campaigns, Workhuman introduced the “Elevating HR with AI” theme for their first 2025 direct mail box to help highlight their new AI product launch (Human Intelligence) and entice prospects to register for the 2025 Workhuman Live conference to learn all about the new technology. This campaign aimed to merge technology and humanity, helping HR leaders scale while maintaining a personal touch. The theme aligned closely with this year’s event focus, and the gift bundle included:

The bundle included:

• Self-cleaning UV water bottle
• Tech notebook with built-in charging station, and branded stylus
• A copy of “Unmasking AI”, authored by one of the event’s featured keynote speakers
• A QR code linking directly to the event registration page
• Messaging symbolizing the balance of innovation and human connection

Results so far (mid-campaign):

• 55% (33/60) personalized gift boxes sent
• High engagement: 26 ICP responses, showing strong early engagement from the target audience.
• Strong conversion rate: 4 meetings booked directly from the campaign, resulting in 1 influenced opportunity linked to these engagements.
  
  
• Pipeline Impact: 2 progression opportunities, indicating movement within active pipeline accounts, and 3 confirmed event registrations, with more expected over the next 3 months, signaling ongoing interest and engagement.

Workhuman’s evolving corporate gifting strategy highlights how tailoring themes and personalizing content can drive meaningful brand engagement, secure valuable meetings, and foster sustained pipeline growth throughout all stages of the event lifecycle.

Workhuman x Reachdesk: A partnership driving scalable business growth

Since switching to Reachdesk, Workhuman’s corporate gifting strategy has gained momentum, with 10 new campaigns already booked for 2025. But it’s not just about the tools, it’s the people. Reachdesk’s creative team’s support has been instrumental in offering fresh campaign ideas and genuine investment in Workhuman’s success.

“The personal touch Reachdesk provides is next level. Every single person on the team cares about our success.”

As Workhuman looks ahead, they’re doubling down on personalization, brand-aligned experiences, and campaign creativity — and Reachdesk will be at the heart of that strategy.

Looking ahead: Gifting that builds relationships, engages audiences, and grows pipeline

The switch to the Reachdesk platform hasn’t just solved past problems, it’s unlocked a new level of strategic potential. With gifting now embedded across marketing and sales, Workhuman is set to scale smarter in the coming years.

With Reachdesk, they’re able to:

• Streamline gifting processes for marketing and sales teams
• Scale global, personalized gifting campaigns with ease
• Deliver a premium, personalized experience for prospects
• Track ROI and engagement in real-time with a full CRM integration

What once felt like a complex process is now one of Workhuman’s most effective tools for building relationships, driving meetings, and increasing pipeline.