Our consumers want to be engaged and delighted. Full stop. Buyers are not paying any attention to brands that don’t offer high-value content + engagement experiences across marketing channels. The time for innovation is now! During this webinar, we explore how savvy sales + marketing teams can leverage demand innovation for valued accounts [DIVA] to delight, engage, and convert with out-the-box direct mail experiences.

1. SALES+MARKETING:
ABM OUTSIDE THE BOX
DELANEY KUTSAL | MARKETING PROGRAMS MANAGER | DEMANDBASE
MARNE REED | CHIEF EVANGELIST | PFL

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MEET THE SPEAKERS
Marne Reed
Chief Evangelist
Delaney Kutsal
Marketing Programs Manager

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TODAY’S DM RAFFLE
5 BOOKS 1 PAIR OF BLUETOOTH
HEADPHONES

4. AGENDA
Ø PIVOT & INNOVATE
Ø E-GIFT EXPANSION
Ø DIVA (WINE PROGRAM)
Ø TIPS FOR SALES & MARKETING ALIGNMENT
Ø DIRECT MAIL IDEAS
Ø MARNE’S PREDICTIONS
Ø Q&A

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Creating and executing
highly-customized programs
for individual accounts
Creating and executing lightly-
customized programs for clusters of
accounts with similar issues and
needs
Leveraging technology to tailor and
personalize marketing campaigns for
specific, named accounts at scale
UNDERSTANDING THE THREE TYPES OF ABM
One
-to-
One ABM
One-to-Few
ABM
One-to-Many ABM
Investment&ROIperaccount
HIGH
LOW
Source: ITSMA and Demandbase

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WE HAD TO PIVOT…. AND INNOVATE

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E-GIFT EXPANSION
● Expanded our offering >
Expanded access to Sales Org
● Added benefits of V2
○ Tracking
○ Branded Experience
○ Balance Back

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E-GIFT ROLLOUT
● Keep it clear and concise with Sales leaders
● Be able to give your training & pitch in 10 minutes
● Bring your SDR Champions

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E-GIFT ROLLOUT

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q Have a reason you are sending
q Reconnecting
q Confirming upcoming meeting
q Congratulations
q Personalize the eGift and the
messaging
q Use a multichannel approach
q Work closely with your sales
counterpart (divide work or
piggyback)
q Every week pick 2 high-value
prospects you want to engage
E-GIFTING
BEST PRACTICES

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DIRECT MAIL WINS/EXAMPLES

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REMEMBER THIS?

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ABM TASTING ROOMS- DEMAND INNOVATION FOR VALUED ACCOUNTS (DIVA)

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THE HOW
Preferred Mailing Address Form
1. Schedule Sales Rollout Meeting
2. Sales team sends invites
3. Contacts fill out the form
4. Contacts drop into SFDC Campaign
5. Confirmation email sent with Zoom info and
calendar hold
6. Trigger TMA Transaction by flipping member
status
7. Give Sales tracking report for follow up

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q Get Sales involved from the
start.
q Find your DM champions.
q Use calendar holds and reach
out on Slack.
q Celebrate successes.
q Get into Sales team meetings
and stay.
q Work smarter not harder (with
technology).
TIPS FOR
SALES &
MARKETING
ALIGNMENT

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q Target Account List or
q AE Top 30
q High or Medium Demandbase
Intent Score
q Competitive Intent
q On our website in last 30 days
q Director or VP+ (Decision maker)
ABM
CONSIDERATIONS
FOR DIRECT MAIL

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WHAT TO SEND, WHEN?
Awareness
Engagement
Acceleration
Org Expansion
Re-Engagement
Celebrate the Close

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ENHANCE VIRTUAL EXPERIENCES WITH THE PHYSICAL REALITY OF YOUR BRAND
● Include materials you would have given
out at a physical trade show, such as
collateral, swag, and snacks.
● Provide a personal and warm welcome
to each attendee with a handwritten
note.
● Use an engaging, custom effect like
scratch-and-reveal or pull away tabs to
reveal raffle numbers for a giveaway that
will occur live.
● Include a “Top Secret” sealed envelope
to be opened only during the event.
Put the energy of a live event into the hands of a remote attendee. Here are a few ideas:

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ENHANCE SPONSORSHIP PACKAGES
Give sponsors the opportunity to create brand experiences within the event context, or
co-branded swag box.

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5 TIPS FOR INTEGRATING YOUR BRAND WITH VIRTUAL EVENTS
This popup desk calendar is a fun reminder of your event date
1. Automate the customer journey for
best results.
2. Ensure the enhanced virtual
experience package you send properly
represents your brand.
3. Set a deadline for attendees to receive
the complete enhanced experience.
4. Ship to preferred addresses.
5. Use digital signals to inform the
content and timing of your direct mail.

21. Q&A

22. THANK YOU