How to Incorporate Gifts in Your ABM Strategy

How to Incorporate Gifts in Your ABM Strategy

February 8, 2024

Few methods within account-based marketing (ABM) provide more bang for your buck than strategic gifting. When done right, gifts can inject a personal spark into your outreach, leaving a lasting impression and forging stronger connections with those high-value target accounts.

Don’t just take our word for it—numerous examples demonstrate that offline engagement via gifting has consistently been shown to boost the effectiveness of ABM campaigns. Here’s how you can incorporate gifting into your ABM strategy, and how cutting-edge platforms like Postal can facilitate the process.

The Art and Science of Gifting in ABM

ABM has evolved into a cornerstone strategy for B2B marketing, particularly for companies aiming to engage high-value accounts. Central to this approach is the recognition that tailored, personalized experiences drive deeper engagement with key decision-makers. Incorporating corporate gifting into ABM campaigns is not just a thoughtful gesture; it's a strategic move underpinned by the psychological impact of reciprocity and personal connection.

Numerous studies and case studies reinforce the efficacy of gifting in ABM. More than half of gift recipients are more likely to do business with a company they received it from, and 83% of marketing teams “believe that business gifts generate measurable, positive ROI.”

But the integration of gifting with sales and marketing efforts doesn't end with the delivery of the gift. It extends into the areas of direct mail, social media follow-up, and even the optimization of landing pages to ensure a holistic approach. By addressing the specific pain points and personas of each high-value account, gifting campaigns can significantly shorten sales cycles. Personalized gifts demonstrate an in-depth understanding of the recipient, enhancing the perception of the sales team and the company as a whole.

Finally, monitoring the correct metrics is essential when assessing the effectiveness of ABM marketing. The integration of gifting into ABM initiatives yields concrete data that CMOs and marketing teams can scrutinize. This data offers insights into the influence of gifting campaigns on lead generation and the broader marketing landscape.

All of this may sound like a labor-intensive endeavor, but with the right platform, it’s easier than you might think.

Simplifying ABM Gifting with Postal

Implementing a sophisticated ABM gifting strategy is easier than ever with Postal. Automation capabilities within our platform streamline the process of sending direct mail, personalized gifts, and swag, ensuring each interaction with your target accounts is impactful. This approach not only simplifies the logistics of gifting but also enriches the customer experience, making every touchpoint with your high-value accounts meaningful and perfectly timed.

Effective Gifting Use Cases

Here are a few real-world examples of how to maximize the impact of your gifting:

Automating Thank You’s After Events

Maximize engagement post-webinar by leveraging Postal's automation for sending personalized thank you cards or gifts. This gesture not only shows appreciation for the attendees' time but also sets the stage for ongoing engagement. By integrating with your CRM and marketing automation platforms, like Salesforce or HubSpot, you can ensure these tokens of appreciation align with your broader ABM strategy, enhancing B2B marketing efforts and nurturing your sales funnel.

Warming Up Prospects

Utilize Postal to transform cold leads into warm prospects by sending gifts that demonstrate a deep understanding of their specific pain points. This strategic move not only differentiates your outreach but also personalizes the buyer's journey. Incorporate insights from marketing efforts, leveraging data from platforms like LinkedIn or 6sense, to send gifts that resonate, making each prospect feel valued and more open to sales team follow-up.

Celebrating Milestones

Postal enables the celebration of significant milestones with your target accounts through customized gifting, fostering loyalty and encouraging long-term partnerships. Highlighting key accounts' achievements with thoughtful gifts—chosen based on insights from your CRM or ABM platform—can significantly strengthen relationships. This strategy not only acknowledges their progress but also aligns with your account-based marketing strategy to retain high-value accounts.

Referral Programs

Encourage your existing contacts to refer decision-makers by offering appealing gifts as incentives, effectively expanding your reach within key accounts. Postal's tracking and management capabilities ensure you can measure the impact of these referral programs on your overall ABM success. Tailoring gifts to match the interests of both the referrer and potential new leads can significantly increase referral rates.

Monitoring Company News for Timely Gifting

Stay ahead by monitoring news and achievements of your high-value accounts to send timely, congratulatory gifts. This proactive approach, supported by Postal's integration with social media and news alerts, demonstrates your attentiveness and strengthens relationships. By celebrating their successes with personalized gifts, you underscore your investment in their growth, reinforcing the partnership and highlighting your role in their success story.

Enhancing Virtual Event Engagement

Elevate the experience for virtual event participants by sending personalized swag or gift cards before the event starts. This approach not only primes attendees for a memorable experience but also drives anticipation. Integrating Postal with your event management software allows for seamless coordination between registration and gift dispatch. This strategy enriches attendee engagement, encourages active participation, and leaves a lasting impression, reinforcing the effectiveness of your B2B marketing and ABM tactics.

Supporting Product Launches

Boost the impact of your product launch by sending targeted gifts to influencers and key stakeholders within your industry. Postal's ability to customize gifts according to the recipient's preferences ensures that each gift resonates, amplifying buzz and excitement around your new offering. Aligning this with your social media strategy, particularly on platforms like LinkedIn, can significantly increase visibility and outreach effectiveness. Utilizing Postal for such campaigns streamlines the process, making it easier to manage and evaluate the success of your marketing efforts.

Incorporating these detailed use cases into your ABM strategy, with Postal's suite of features, optimizes engagement and drives measurable results in your marketing campaigns.

Dive Into the Future of ABM With Postal

Automated gifting can revolutionize your ABM approach, streamline your campaigns, and unlock unprecedented levels of engagement and conversion. It’s time to give your ABM strategy the Postal advantage.

Embark on your journey to ABM excellence with Postal today.

Lauren Alt-Kishpaugh
Lauren Alt-Kishpaugh

Lauren Alt-Kishpaugh is the VP of Marketing at Postal, the leading Global Offline Marketing Engagement Platform that creates memorable moments for organizations to generate leads, increase sales velocity, and retain happy customers. Prior to Postal, Lauren worked across various marketing functions including marketing operations, campaign management, and acquisition at hyper-growth software companies like Outreach, ThousandEyes, and Solv Health. She currently lives in San Francisco with her husband, Jon, and her dog, Maple.