3 Reasons to Incorporate Direct Mail into Your Account Based Marketing Mix

Targeted. Personal. Impactful. While these words are used to describe direct mail, they also drive home the goal of Account Based Marketing (ABM): to build one-to-one relationships with key prospects using hyper-focused marketing and sales techniques. It’s no wonder that direct mail is used to enhance companies’ ABM efforts.

Here, we’ll take a closer look at why—and how—you should consider direct mail as part of your ABM marketing mix.

Account Based Marketing: Highly Targeted for Market-of-One Results
In generic terms, a target market is a group of consumers or businesses who are likely to want or need a company’s products or services—and marketing campaigns are created to drive a desired response from this group. In ABM, the target market is a “market of one,” or a single business or individual person, and outcomes are closely tied with specific sales goals.

The B2B marketing association ITSMA defines ABM as “a strategic approach that combines targeted, insight-led marketing with sales to increase mindshare, strengthen relationships, and drive growth in specific new and existing accounts.” The organization’s research, in fact, has found that the value of ABM, when compared with other forms of marketing, can be seen in its ability to deliver higher ROI and improvements in both reputation and relationships.

When conversions are critical, support ABM with some highly targeted direct mail. Here’s why:

1. Direct Mail Drives Response
Marketers, of course, use direct mail to drive results. As the most powerful and effective form of direct marketing, it garners response rates ranging from five to nine times greater than other forms of direct digital marketing, such as paid search and email. And it’s been shown that when used as part of a multi-channel effort, direct mail is even more impactful. (Catch more insights in Direct Mail and Email: Direct Response Marketing’s Power Couple.)

ABM relies on engaging with account contacts—influencers and decision-makers—in personalized ways that involve close coordination between sales and marketing departments. What “works” for one account may be vastly different from what’s effective for another, so experimenting with various marketing channels (especially early on in the account relationship) is critical to finding the right balance and establishing the right cadence for communications that are likely to lead to sales opportunities.

2. Direct Mail Sends Your ABM Messages Across the Customer Journey
ABM has been compared to “fishing with a spear” as opposed to “casting a wide net.” Direct mail, however, can help you reach key people across your target account and drive awareness, interest and action in a few ways:

  • Warm up account contacts with an introductory letter or kit before your sales person begins more personal, phone- or email-based outreach.
  • Promote product demos other mid-funnel offers with account decision-makers who may be slow to respond to your sales person.
  • Communicate account “wins” when cross-selling to stakeholders in other areas of your account.

When used to support ABM, direct mail enhances a company’s ability to reach the right contacts with singularly relevant messages and push the sales cycle forward. Learn more in How To Travel Through Your Buyer’s Journey.

3. Direct Mail Helps Break Through Barriers
It isn’t always easy to get a decision-maker’s attention—even when your messages and offers are personalized, customized, and relevant. As we detail in 3 Times You Definitely Want to Use Direct Mail, direct mail can sweep in to say, “look at me!” and convince recipients to take notice, especially when:

  • Your product or service is complex and needs some explaining. Direct mail can perfectly warm-up, complement, and follow-up your sales person’s verbal pitch.
  • You need to make a statement outside of the conventional digital realm. Sometimes product samples and promotional items can help sweeten the sales deal.
  • Your account’s stakeholders prefer written communications. Maybe they need to share insights with their team or want to rely on tangible support to help make the purchase decision.

Uncover some more ideas in 7 Ways Your B2B Marketing Offers Can Break Through to the C-Suite.

A B2B marketing and sales team uses ABM to make sure that their messaging and offers sync up as tightly as possible with their target account’s interests, needs, and buying stage, so they’re able to set up sales meetings, create sales opportunities, and provide value-added customer service. Contact us if you’d like to drive better results using direct mail marketing as part of your ABM strtategy.