The Strategy of Direct Mail in ABM

Purva Mishra | November 26, 2021 | 246 views

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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Channel99 Debuts to Enable B2B Marketers the Ability to Measure and Benchmark the Performance of Channels and Vendors

Channel99, Jackson Square Ventures | December 01, 2022

Channel99 today announced the launch of a new marketing technology for B2B marketers to identify the vendors and channels that effectively drive high-quality website traffic from accounts in a company's total addressable market (TAM). By integrating vendor spend data to measure marketing's investment efficiency, Channel99's solutions enable businesses to level the playing field and understand which vendors and channels predictably impact the business outcomes most important to B2B marketers, like positively influencing pipeline and lowering customer acquisition costs. Channel99 is founded by award-winning and three-time software entrepreneur Chris Golec, who pioneered the account-based marketing (ABM) technology category while leading Demandbase. In conjunction with its launch, the company also announced it received $5 million in seed funding led by San Francisco-based Jackson Square Ventures (JSV) with participation by Norwest Ventures, Bloomberg Beta and GTMfund. "Many people don't realize that more than 90% of activity driven to a B2B website provides little to no value when it comes to driving new business," says Golec. "With investments across hundreds of vendors and channels, the industry desperately needs a single source of truth to consistently measure the efficacy of their efforts. That's exactly what Channel99 provides — transparency to pinpoint what's working and what's not." Free mobile app offers immediate insights to channel performance Channel99's launch offering includes a free mobile app that enables marketers to benchmark the performance of their digital channels against industry averages. Nearly 100 customers of various sizes and across industries — including F500 enterprises and middle market companies in technology, manufacturing, retail and financial services — are already using Channel99's mobile app to collect insights into which vendors and channels are driving quality traffic from their key accounts. "Channel99 gives my team a clear view of which marketing efforts actually drive quality traffic and, ultimately, the business outcomes we're looking for," said Nick Panayi, CMO at Amelia. "Channel99 gives my team a clear view of which marketing efforts actually drive quality traffic and, ultimately, the business outcomes we're looking for," said Nick Panayi, CMO at Amelia. "No more guessing games; Channel99's data and peer benchmarking makes it easy to decide where to invest budget and where to cut." Reinvesting in technology and talent JSV is known for investing in early-stage SaaS and marketplace startups with bold plans to transform industries, including B2B software standouts like DocuSign, Upwork and Seismic. JSV is also bullish on reinvesting in entrepreneurs with a proven ability to shape the market. Golec pioneered ABM with the founding of Demandbase in 2007, a company in which JSV is the largest shareholder. Demandbase is widely recognized as the industry's leading provider of ABM, which has evolved into a staple in all B2B marketing strategies. "Our decision to invest in a company is not based on the product offering alone; we must have firm conviction in the team," says Bob Spinner, Founding Partner at Jackson Square Ventures and lead investor in Channel99. "We believe Channel99 is uniquely positioned to pioneer the next wave of B2B marketing because we've seen firsthand how Chris can establish, manage, scale and lead a company to category ownership. We're proud to invest in him again." Early next year, Channel99 will release its full platform. The enterprise solution will integrate vendor spend and customer relationship management (CRM) data with insights to maximize pipeline, eliminate wasted budget and increase transparency into vendor and channel performance. About Channel99 Channel99 is a B2B performance marketing platform that unites marketing and finance teams to more effectively improve the value of marketing investment. By measuring the performance of vendors and channels driving high-quality website traffic, Channel99 helps B2B companies gain more meaningful and accurate insights into which investments reduce dollar inefficiencies, lower customer acquisition cost, and more predictably exceed sales pipeline numbers. Pioneering the next wave of B2B marketing, Channel99 provides the industry's only solution for measuring the quality of the channels generating pipeline. Learn more at www.channel99.com. About Jackson Square Ventures Jackson Square Ventures invests in early-stage software businesses that will be leaders in markets that matter in 10 years. Founded in 2011, the San Francisco-based firm primarily leads Series A investments in companies with a SaaS or marketplace focus. Its portfolio includes Alto Pharmacy, Artera, Cornershop, DocuSign, Jackbox Games, Seismic, Strava and Upwork, among others. For more information, follow the firm on Twitter or visit www.jsv.com.

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81 Percent of Hoteliers See a Lift in Revenue Once a First-Party Data Strategy is Implemented

Sojern | December 02, 2022

Sojern, the leading digital marketing platform built for travel, today released the findings of a 2022 survey to discover “How Hotel Brands Are Using First-Party Data to Drive Revenue and Build Stronger Relationships.” The study, conducted by Benchmark Research Partners with global hotel executives, sought to understand how hotel marketers are thinking about and using first-party data to inform go-to-market efforts. When surveyed about measures of success for their businesses, 81 percent of hoteliers said they have seen a lift in revenue as a result of implementing a first-party data strategy. Hotel executives from the largest global brands were surveyed with 57 percent having seen a lift in guest satisfaction at their properties. Findings found that 59 percent of hoteliers have already implemented a first-party data strategy, and 62 percent say it’s “very important” to digital marketing, while 75 percent of those who have not yet built a first-party data strategy want to build it. Of those who have established a first-party data strategy, it was primarily to maximize campaign performance (73 percent), build stronger customer relationships (67 percent) and maximize overall revenue growth (67 percent). Further findings demonstrate that hoteliers have adopted first-party data strategies not only because they saw the monetary benefits, but also the positive impact on customer satisfaction. Of those surveyed 86 percent saw a first-party data strategy as being effective in maximizing overall revenue, 76 percent in increasing campaign performance, 68 percent in building stronger customer relationships and 64 percent in increasing brand value. Future-proof marketing: Activating first-party data to increase bookings “It's no surprise that three quarters of hotel executives want to build a first-party data strategy. Personalized engagement with consumers is a powerful tool for understanding traveler behavior and creating digital campaigns that deliver the right message at the right time. Marketers must make collecting privacy-friendly 1st party data like hashed emails a priority to power their personalization strategies,” said Kurt Weinsheimer, Chief Solutions Officer, Sojern. “ Marketers can then use their first-party data to learn about their audiences—their interests, search behaviors and travel preferences—to ultimately deliver a relevant, seamless customer experience. With Google phasing out third-party cookies in the second half of 2024, a 1st-party strategy also prepares for this change.” “With the deprecation of third party cookies on the horizon, leveraging first party data is at the center of our audience strategy,” said Jacquelyn DiStasi, Senior Director, Digital Analytics & Optimization from Wyndham. “We invested early in a CDP to ensure we would be able to future-proof our media activation and prevent loss as data collection practices evolve. This shift has enabled us to be more effective and efficient with our spend, leading to better returns for Wyndham. We would highly recommend investing in a first-party data strategy to augment your media practice and partners like Sojern allow for continued growth and enhancement.” In addition, of those hoteliers who have already built their strategies more than two-thirds feel confident they will get more out of it in 2023. “With a cookieless world coming, it will disrupt the entire industry, and marketers must use this time wisely to prepare,” adds Kurt Weinsheimer. “It's a great opportunity for the industry to rethink data strategies, but this requires a new mindset. Rather than marketing to the cookie, travel brands can use the opportunity to use people-based marketing across devices. At Sojern we’re already helping hoteliers build their first-party strategy to unlock customer loyalty and drive profitability.” Supplementing first-party data with a specialist like Sojern After fifteen years supporting travel, Sojern is well versed in helping partners build long-term strategies to stay ahead of changes in the digital landscape. Knowing that direct bookings are the best way to build brand trust, loyalty and profitability, marketers are encouraged to build relationships with their customers to increase the engagement, efficiency and effectiveness of travel marketing strategies. Developing a first-party activation strategy with a trusted travel marketing partner across channels and devices to drive direct bookings is key to that success. To see the survey methodology and download the full Hotel Benchmark Report on how hoteliers can unlock the power of personalisation and privacy through first-party data, click here. About Sojern Sojern is the leading digital marketing platform built for travel marketers. Powered by artificial intelligence and traveler intent data, Sojern provides multichannel marketing solutions to drive direct demand. 10,000 hotels, attractions, tourism boards and travel marketers rely on Sojern annually to engage and convert travelers around the world. About Benchmark Research Partners Benchmark Research Partners conducts studies to help industry participants and technology innovators understand market changes and opportunities through peer benchmarking data.

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