Direct mail is an effective way to warm up accounts before a sales call. A recent study showed that multichannel campaigns received higher response rates than those based solely on email. In addition, direct mail is a scalable and strategic method of reaching accounts. In fact, direct mail can leverage the law of reciprocity to boost response rates.
Account-based marketing is most effective in enterprise settings. It focuses on creating a personal relationship with decision-makers and key stakeholders. Unlike traditional marketing, account-based marketing prioritizes people over companies and metrics. After all, people make purchasing decisions, and they should be part of the whole picture.
While email is an excellent channel for account-based marketing, it's also ineffective if you can't reach the right person. It's best to target a single contact or a group of contacts within a given account. Regardless of the approach, it's important to tailor your direct mail to your target audience.
Account-based marketing works best when sales and marketing work together. The goal is to grow your business through targeted marketing. A single-dimensional approach will not cut it with high-value accounts. It may generate some initial awareness, but it won't "hook" the big fish. An account-based marketing strategy is a blend of science and art, and nailing it is essential to your program's success.
Account-based marketing is highly personalized and requires specialized data. ABM tools, like Workfront, can help organizations build highly targeted ABM programs. They help businesses identify and connect with key account stakeholders. Then, they develop personalized content to appeal to those key stakeholders. In this way, they can make a lasting impression on their prospects.
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