In this episode of Scrappy ABM, host Mason Cosby interviews Alex Olley, CRO and co-founder of Reachdesk, about using 1:1 custom gifting to get 100% response rates in account-based marketing campaigns. They discuss practical tips and examples for creating highly personalized physical gifts to re-engage stalled deals and accelerate your pipeline.
Main Discussion Points:
- 1:1 gifting can be used throughout the customer lifecycle but works especially well for pipeline acceleration
- For a scrappy approach, all you need is a landing page to capture addresses and a printer with nice paper
- Create personalized, vertical-specific content then print and mail physical copies
- Theme gifting campaigns around holidays and seasons for extra impact
- Have always-on campaigns running alongside seasonal ones
- Involve sales and marketing together in campaigns to get buy-in
Scrappy ABM