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

This is a podcast episode titled, EP. 47 - DIRECT MAIL and ABM with Chris Rack I Scrappy Playbooks. The summary for this episode is: <p>In this episode of the Scrappy ABM podcast, host <a href="https://www.linkedin.com/in/masoncosby/" rel="noopener noreferrer" target="_blank">Mason Cosby</a> talks with <a href="https://www.linkedin.com/in/christopherrack/" rel="noopener noreferrer" target="_blank">Chris Rack</a> 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.</p><p><br></p><p>Discussion Points:</p><p>- Using direct mail instead of just email as more mailboxes are empty but inboxes are full</p><p>- Playbook works for pipeline generation and customer cross-sell/upsell acceleration</p><p>- Very low-tech implementation - direct mail printer and landing page with QR code connectivity</p><p>- Standard flow: $5 gift card incentive offer for survey, questions to provide value for sales team</p><p>- Budget around $25k for 1,000 direct mail pieces</p><p>- 2% meeting rate, half from survey followup and half direct hand raisers</p><p>- Simple toolset but finding the right printer and audience targeting are key challenges</p>