The Strategy of Direct Mail in ABM

Purva Mishra | November 26, 2021 | 513 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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Additionally, 6Sense offers a range of ABM solutions, including account identification, account engagement, and account orchestration, to help B2B marketers effectively plan, execute, and measure the impact of their ABM programs. Albacross: Albacross is an ABM software that provides buyer intent data to help B2B marketers personalize their outreach and improve their pipeline. The platform uses lead generation and account-based marketing technology to gather insights on your target accounts' digital behavior, enabling you to prioritize your outreach and tailor your messaging to their specific needs and interests. Albacross helps B2B marketers identify their ideal customer profile and generate high-quality leads by tracking website visits and providing information about the companies visiting your website. The platform also offers a range of features, such as lead scoring, account-based retargeting, and email tracking, to help you optimize your ABM strategy and improve the impact of your campaigns. Bombora: Bombora is a B2B data solutions company that provides account-based marketing (ABM) software for buyer intent data. The platform aggregates business intent data from various sources, including content consumption, social media activity, and job postings, to help B2B marketers gain insights into the buying signals of their target accounts. Bombora's technology provides actionable data on the topics that your target accounts are researching, enabling you to personalize your outreach and tailor your messaging to their specific needs and interests. The platform works with ABM and marketing automation tools like Marketo, Pardot, and Eloqua to help you streamline your ABM processes and make your campaigns more effective. 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The platform uses artificial intelligence and machine learning to gather insights on your target accounts' digital behavior and buying signals, enabling you to prioritize your outreach and tailor your messaging to their specific needs and interests. Qualified.com offers a range of ABM solutions, including account identification, account engagement, and account orchestration, to help B2B marketers effectively plan, execute, and measure the impact of their ABM programs. The platform works with marketing automation tools like Marketo, Eloqua, and Pardot to help you streamline your ABM processes and improve your campaigns. Demandbase: Demandbase is a leading account-based marketing (ABM) software that provides buyer intent data to help B2B marketers personalize their outreach and drive pipeline growth. 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Zoominfo: ZoomInfo is a company that provides a B2B contact and company data platform, including a buyer intent data software component. The platform uses artificial intelligence and machine learning to analyze large amounts of data from various sources, such as social media, search engines, and business news, to identify patterns and signals that indicate a company's buying intent. This information can be used by sales and marketing teams to prioritize their efforts and engage with potential customers at the right time. With a deep understanding of a company's buying intent, businesses can increase their chances of closing deals and growing their revenue. Additionally, the platform includes features for data enrichment, lead generation, and account-based marketing, allowing sales and marketing teams to have a comprehensive view of their target accounts and personalize their outreach for maximum impact. 5. 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Demandbase Announces Q1 Wins with DocuSign, IBM, Unisys & More

PR Newswire | March 29, 2023

Demandbase, the Smarter GTM™ company that helps B2B organizations hit their revenue goals, today shares the addition of new marquee customers in Q1 and applauds its customers' recent successes. This quarter, the company has seen growth with contract renewals and/or expansions with many of its most noteworthy customers, including DocuSign and Unisys, and welcomes new customers aboard, including LightEdge Solutions, Vaimo, and PlainID. Demandbase is also thrilled to highlight its customers' achievements in transforming their go-to-market strategies. IBM ran successful US Open campaign using Demandbase data and personalization IBM recently created a website experience around their sponsorship of the US Open and used Demandbase data to identify new accounts visiting the page. As a result, they identified 3X the number of accounts compared to the previous year and 2X their top accounts, for whom they were able to deliver personalized experiences. Given its success, IBM is planning to replicate the campaign when they work on future key events like the GRAMMYs, Masters, Wimbledon, and others. "Demandbase adds value to our client engagements by giving us the account insights we need to personalize those experiences," said Sophia Agustina, global demand strategy, Cross-IBM. Once they identified their top accounts who visited the US Open website, they sent that data to sales to take action on, along with the recommended follow-up. Their CMO, IBM Consulting, Karen Feldman added, "These account insights are invaluable – knowing what our clients are looking for and being able to proactively tailor and personalize their experience is a true win-win for both our clients and IBM." (Read full case study.) Accela drives reach and pipeline with Demandbase account intelligence Fueled by insights gleaned from Demandbase data, Accela increased their target account reach by 74%, increased registrations and webinar attendance, and generated 15% of their pipeline in less than 12 months. After a month's-long search and in-depth data analysis, Accela selected Demandbase because of the strength and accuracy of its data. "Demandbase is pivotal to informing our sales team where to prospect next and source new pipeline," confided Steffanie Zazulak, sr. manager, field marketing, Accela. (Read full case study.) "We've said it before, but the greatest marker of our own success is our customers' success," said Alyssa Opella, senior vice president of customer experience at Demandbase. "It's not only validating to us to see how our solution has helped fuel such impressive business results for global brands; it's also a joy. We're really proud of the relationships we've created, the product we've built, the results we're driving, and the new customers who are trusting us with their go-to-market success." To learn more about how other customers are winning with Demandbase, please visit https://www.demandbase.com/resources/case-studies/. About Demandbase Demandbase helps B2B companies hit their revenue goals using fewer resources. How? By aligning your sales and marketing teams around a combination of your data, our data, and artificial intelligence — what we call Account Intelligence — so you can identify, engage, and focus your time and money on the accounts most likely to buy. That's Smarter GTM™.

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