EP. 47 - DIRECT MAIL and ABM with Chris Rack I Scrappy Playbooks

In this episode of the Scrappy ABM podcast, host Mason Cosby talks with Chris Rack about using direct mail as part of an ABM strategy. They discuss how direct mail can help stand out from the noise and drive pipeline generation in a cost-effective way. Christopher explains the details of his "old school direct mail playbook with a modern twist" and provides advice on executing campaigns.

Discussion Points:

- Using direct mail instead of just email as more mailboxes are empty but inboxes are full

- Playbook works for pipeline generation and customer cross-sell/upsell acceleration

- Very low-tech implementation - direct mail printer and landing page with QR code connectivity

- Standard flow: $5 gift card incentive offer for survey, questions to provide value for sales team

- Budget around $25k for 1,000 direct mail pieces

- 2% meeting rate, half from survey followup and half direct hand raisers

- Simple toolset but finding the right printer and audience targeting are key challenges