EP. 45 - Revolutionize Your ABM Strategy with Personalized Direct Mail with Alex Olley I Scrappy Playbooks

This is a podcast episode titled, EP. 45 - Revolutionize Your ABM Strategy with Personalized Direct Mail with Alex Olley I Scrappy Playbooks. The summary for this episode is: <p>In this episode of Scrappy ABM, host <a href="https://www.linkedin.com/in/masoncosby/" rel="noopener noreferrer" target="_blank">Mason Cosby</a> interviews <a href="https://www.linkedin.com/in/alexolley/?originalSubdomain=uk" rel="noopener noreferrer" target="_blank">Alex Olley</a>, CRO and co-founder of <a href="https://reachdesk.com/" rel="noopener noreferrer" target="_blank">Reachdesk</a>, 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.</p><p><br></p><p>Main Discussion Points:</p><p>- 1:1 gifting can be used throughout the customer lifecycle but works especially well for pipeline acceleration</p><p>- For a scrappy approach, all you need is a landing page to capture addresses and a printer with nice paper</p><p>- Create personalized, vertical-specific content then print and mail physical copies</p><p>- Theme gifting campaigns around holidays and seasons for extra impact</p><p>- Have always-on campaigns running alongside seasonal ones</p><p>- Involve sales and marketing together in campaigns to get buy-in</p>