Account-based marketing (ABM) play
Open a conversation with named buyers at target accounts that aren't answering email.
Last reviewed
Run it when
An account enters a target tier, shows intent in your ABM platform, or is assigned to a rep for outbound.
Who owns it
ABM or demand gen lead, with the account's rep
Best suited: Sendoso
ABM needs a send to reach a named buyer wherever they work and to show in the same tools as the account. Sendoso confirms addresses before items ship, connects to 6sense, Demandbase and Salesforce, and handles gifts, notes and eGifts in one place.
Also works: In-house sending, for a pilot of a few accounts before you commit to a platform.
What to send
- A gift chosen for the buyer's role or a known interest, with a handwritten note that names a problem you can help with.
- For a buying group, related sends to two or three people at the same account, each with its own note.
- An eGift as a lighter first touch where a physical address can't be confirmed.
Steps
- Pick the accounts and the buying group in your CRM or ABM platform, not from a spreadsheet.
- Confirm each recipient's address before anything ships; many buyers work from home.
- Write the note per person: the reason you are reaching out, in one or two lines.
- Time the rep's follow-up to the delivery date, by email and phone, within a few days.
- Log the send on the contact and the account so the rep and marketing see it.
How to measure it
- Meetings booked with recipients within your chosen window after delivery.
- Opportunities created at sent accounts compared with a held-out set of similar accounts.
- Pipeline and closed revenue at those accounts, reported as influenced, not sourced, unless the send started the conversation.
The method behind these numbers is in how to measure direct mail ROI.
Pitfalls
- Sending to office addresses from the CRM without confirming them.
- A send with no follow-up from the rep.
- The same item for every account, which reads as swag.