The Strategy of Direct Mail in ABM

Direct Mail in ABM
When a package arrives at your doorstep, you get excited as a child, no matter what age you are! Some people express their excitement, while some are really good at hiding it. But inquisitiveness and curiosity are natural feelings.

Imagine building up these feelings in the mind of the decision-makers of businesses that you are targeting. So, yes, you will stand out in the crowd and, they will notice the gesture, no matter how small or big it is!

Coming back to the point, we are talking about the strategy of direct mails in account-based marketing. This strategy has proved to be a success for many organizations practicing ABM.

So what exactly is direct mail in ABM and, are there any successful ways or ideal examples to follow? Let us see in detail.

What Is Direct Mail in ABM?

We are aware that account-based marketing is a strategy that involves targeting, personalization and conversions. But what happens when we make tangibility a part of the above process?

Well, the results are impressive.

An Infotrends report stated that the e-mail response rate increased from 7.5% to 9.5% with a multi-channel ABM strategy.

But, the biggest challenges of ABM are delivering a personalized customer experience, choosing the target accounts, and deciding on the correct content.

Thus, direct mail can help you deal with the challenge of delivering a personalized customer experience.

A direct mail strategy delivers personalized objects, messages, and more to the targeted organization’s decision-makers. The best part about direct mail is that you can get as creative as you want. Plus, it ensures that the top team notices your efforts.

“Direct mail is the new black in B2B. There is nothing more personalized than a handwritten note with a personalized direct mail that is fully customized for your prospect or customer.” - Sangram Vajre, CMO of Terminus.

Let us have a look at the best ways to incorporate direct mail in your ABM strategy.

Ideas to Implement Direct Mail in ABM

Remember, no matter what personalized goodies you plan to send to the concerned people, ensure that:
  • You have a bold, clear, and obvious call to action.
  • Your message is short, simple, and direct.
  • Your strategy should be less is more.
  • You have added the extra personal touch in your mail.
Once you have devised the direct mail strategy, here are some things that you need to keep in mind before implementation.

Determine the Stage in the Buyer’s Journey

Before sending direct mail to your target account, know where they stand in their buyer’s journey. Let us consider these three stages.

Awareness Stage

If your buyer is in the awareness stage, you need to target all the organization’s decision-makers. Sending them goodies that get them together might be a good idea.

For example:
Send a box with a personalized message about your company to one and send the key to another. Or you could gift puzzles pieces to each one that needs them to come together to decode the message.

Demo Stage

Congrats! If you reached the demo stage with the target account. Now, if you’re finding it difficult to set an appointment with them, use direct mail to get their attention.

For example: Send them a box with a clock ticking and a surprise to be opened at some given time. As if a demo can be scheduled at that time and claim the gift!

2.1.3 Final Stage

You have closed the deal and are all ready to start the dealings. But some small things seemed to be stuck from the buyer’s end. This is where your research will prove handy. You need the search for a particular likeness about the decision-maker and lure them. It will help you get their attention and close all the pending work.

For example:
Send them a password-protected gadget and, they can access that only after the deal is complete.

2.2 Know the Decision-makers

It is an essential aspect in determining the direct mail that you need to send. You should be well aware of the receiver's likes, dislikes, hobbies, and personal traits.

Thus, use social media and everything possible from the sales team to create the best effect.

Determine the Factors for Conversion

Lastly, when the package opens, it should immediately connect to the individual. Thus, when you design or assemble the package, ensure that it connects immediately. Moreover, it should address the pain points and challenges and align with the company’s goals.

Thus, determine the factors that directly affect them and, you will provide the best solutions.

For example:
If you are a hiring agency, give them a complete puzzle with just one piece missing. And a couple of options for the missing piece. Once they fit the right piece in, your puzzle says, “Having trouble finding the right person, we will help your hire!”

And ensure that you send a personalized note to every individual along with the common goal of the message.

Benefits of B2B Direct Mail Marketing

No doubt, personalization will elevate your direct mail strategy, thus promising enhanced customer involvement.

But there are other prominent benefits of B2B direct mail marketing. Lets us have a glance at them.
  • Higher account engagement
  • Less wastage of resources
  • Higher win rate
  • Shorter sales cycles
  • Create strong connections
  • The improved success rate of ABM strategy

Ideal Examples of Direct Mail in ABM

Some organizations have nailed it correctly when it comes to direct mail marketing.
Here are a few examples.

The Perry Process

(Image Courtesy: Pinterest)

The Perry Process is a renowned company that deals with used machinery and equipment for 80 years and continues to do.

Thus, it wanted manufacturing companies to sell their unwanted and excess equipment in return for cash.

So keeping this message in mind, they included fake money inserts with a flyer that said, ‘Don’t throw away your money.’
Hence, it succeeded in sending across its message most realistically!

Schott Solar

Schott Solar is a company that produces solar panels. Their solar panels came with a 20-year warranty.
(Image Courtesy: D&AD)

To amplify the selling, they included a 20-year warranty calendar along with the solar panel. The calendar stuck out 60 centimeters from the wall, thus delivering the desired message!

Wrapping It Up

So no matter what business you deal with, innovation and creativity are the way to easy conversions!
Thus understand your customers and give them what they want in a quirky style.

Frequently Asked Questions

What is direct mail in account-based marketing?


Direct mail is a tangible ABM strategy wherein products are mailed directly to customers. These products are personalized and have a direct marketing message.

Examples of such products are postcards, catalogs, personal goods, coupons, samples, and more.

What impact does direct mail create on the receiver?


A study by scientists reveals that if a person receives a physical product, it leaves a deeper footprint on the brain.

Thus, a direct mail strategy is sure to get you noticed by your customer. And the best part is that the more creative and personalized you get, the better impact it creates!

Can a simple postcard count as a direct mail strategy?


Of course, it can. If it sends a clear message of your marketing campaign, is personalized, and instigates the customer to take action, it is a successful direct mail strategy.

Always remember, the size or price of the direct mail does not matter, but the impact it creates does!

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As a result, companies have saved many resources and fulfilled their sales targets by incorporating account-based marketing." } },{ "@type": "Question", "name": "Does ABM guarantee a 100% success rate?", "acceptedAnswer": { "@type": "Answer", "text": "Well, ABM guarantees a success rate that may be not 100% but surely more than any other marketing strategy. The success of account-based marketing depends on the personalized content and the tailored approach you provide to your clients." } }] }

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ON24 Recognizes 2023’s Leaders in Digital Engagement

Business Wire | January 24, 2024

A recent Forrester survey found that more than 60% of B2B buyers base their final purchase decision solely on the digital content and experiences companies provide. That’s why thousands of B2B companies choose ON24 (NYSE: ONTF), a leading digital engagement platform for B2B sales and marketing that helps enterprises generate data-driven insights and deliver cost-effective revenue growth. Today, ON24, announced the industry-leading digital experiences of 2023 that drove ROI for their organizations. “At ON24, our goal is to propel business success through digital engagement, with our customers at the core. We take pride in helping our customers drive deeper engagement with their target audiences and extract meaningful insights that result in revenue growth,” said Callan Young, CMO, ON24. “It is our honor to recognize the leading organizations that exemplify excellence in leveraging our platform to create digital experiences that not only meet but surpass their audience’s expectations.” The following organizations were recognized for delivering outstanding digital experiences on the ON24 platform in 2023: Danfossdrove product growth and customer retention by leveraging distributor, reseller and customer data to optimize its webinar and digital engagement program. FloQastinfluenced 82% of event pipeline in Q3 and created 120+ new active opportunities by routing high-quality leads from in-experience demo requests directly to sales. Global X ETFsincreased qualified, high-value leads in Australia by 22%, by integrating ON24 engagement data with their CRM and using the platform’s personalization capabilities. Informaticascaled a live event into a hybrid experience across three key regions simultaneously, driving registration and delivering a consistent customer experience on a global scale. Infopro Digitalincreased conversion rates and registrations by automating processes on the ON24 platform and making real-time adjustments based on customer feedback. Kasperskydrove product adoption and business growth by creating new relationships with prospects and fostering existing relationships with customers. KnowBe4generated over $300k in pipeline through an ON24-powered digital experience. The National Association of Student Financial Aid Administrators (NASFAA)achieved 100% participant satisfaction for its unique and impactful digital experience powered by the ON24 platform. PowerSchoolachieved record-breaking registration rates, 75 CTA clicks, over 400 poll responses and 300+ content downloads during an educational experience with ON24. S&P Globaldoubled marketing qualified leads and boosted engagement by designing an ON24 digital experience personalized to different customer segments. Tata Consultancy Servicesdrove revenue growth with record-high registrations for their webinar on ON24, resulting in 70% attendee participation across 30 countries. Texthelpsourced leads during a webinar series and converted at least 70% of them into marketing-qualified leads within 30 days. TOPdeskincreased revenue and improved its customer engagement by 7% YoY and extended the shelf life of its content with an on-demand hub. TravelMediaGroupclosed three deals from a single digital experience by creating a seamless and engaging customer experience on ON24. UCBachieved a 50%+ attendee conversion rate by enhancing the HCP’s experience and integrating ON24 engagement data with its business intelligence system. UnitedHealthcareachieved an 80% cost savings, increased attendee score and engagement with a new digital engagement strategy and an always-on content hub. Wood PLCsourced leads, increased audience engagement and automated continuing professional education credits on ON24, across different time zones. ZoomInfosurpassed webinar benchmarks by generating a record number of marketing-qualified leads and 190 scheduled demos, resulting in 10 closed-won deals. To learn more about 2023’s leaders in digital engagement, watch the on-demand webinar here. About ON24 ON24 is on a mission to re-imagine how companies engage, understand and build relationships with their audience in a digital world. Through our leading sales and marketing platform for digital engagement integrated with generative AI, businesses use our portfolio of webinar, virtual event and content experiences to drive engagement and generate first-party data, delivering ​revenue growth across the enterprise – from demand generation to customer success to partner enablement. ON24 powers digital engagement for industry-leading customers worldwide, including 3 of the 5 largest global technology companies, 3 of the 6 largest US banks, 3 of the 5 largest global healthcare companies, and 3 of the 5 largest global industrial manufacturers, enabling organizations to reach millions of professionals a month for billions of engagement minutes per year with all the first-party data being captured, generated and integrated from one place. ON24 is headquartered in San Francisco with global offices in North America, EMEA, and APAC. For more information, visit www.ON24.com.

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Bloomreach and Sonepar to Power Continued Search Relevance for Customers

Business Wire | January 12, 2024

Bloomreach, the platform fueling limitless e-commerce experiences, today announced Bloomreach Discovery will continue to power product discovery for Sonepar, the global world leader in B-to-B distribution of electrical products, solutions, and related services, as the companies renew their existing partnership. With Bloomreach Discovery’s AI-driven search and merchandising capabilities, Sonepar enables customers around the world to find what they want to buy — when, where, and how they want. “Sonepar is pleased to partner with Bloomreach as we continue to pursue our next stage of digital transformation,” said Fabrice del Aguila, SVP Digital Factory, Sonepar. “We look forward to leveraging Bloomreach’s expertise in product discovery as we become the first global B2B electrical distributor in the world to offer the best omnichannel experience to all our customers.” Sonepar leverages Bloomreach Discovery to drive personalized experiences across its omnichannel platform. Using rich data to refine search results, Bloomreach Discovery helps customers easily discover the products they want. It also accounts for a range of attributes and quantitative search queries, creating a search experience that is not only personalized, but personalized to the unique needs of B-to-B buyers. “We’re thrilled to continue our partnership with Sonepar,” said Jordan Roper, General Manager and Head of Product, Bloomreach Discovery. “The B-to-B space has so much to gain from digital transformation, and Sonepar is a leader in making that transformation a reality. We’re proud to join them on this journey and look forward to continuing to support their omnichannel experience with the fast ROI and relevance of Bloomreach Discovery.” Learn more about how Bloomreach Discovery and Sonepar are working together to drive success. About Bloomreach Bloomreach personalizes the e-commerce experience. Its data engine unifies real-time customer and product data so businesses understand what customers really want. By connecting that understanding to every channel, the e-commerce experience becomes limitless — reflecting a changing customer as they shop. Amplified by the speed and scale of Loomi, Bloomreach's AI for e-commerce, this creates endless new paths to purchase, greater profitability, and fast business growth. Bloomreach products include: Engagement, a marketing automation platform; Discovery, an e-commerce search solution; Content, a headless CMS; and Clarity, AI-powered conversational shopping. The company has multiple AI patents and serves 850+ global brands including: Albertsons, Bosch, Puma, and Marks & Spencer. About Sonepar Sonepar is an independent family-owned company with global market leadership in B-to-B distribution of electrical products, solutions and related services. Through a dense network of brands spanning 40 countries, the Group has an ambitious transformation agenda to become the first global B-to-B electrical distributor to provide a fully digitalized and synchronized omnichannel experience to all customers. Drawing on the skill and passion of its 44,000 associates, Sonepar had sales of €32.4 billion in 2022. www.sonepar.com

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Events