Gift giving can be tough on both the personal and corporate level. Is your strategy to be practical or to stand out? Are you all about the $50 Amazon gift card? Or would you opt for clever mugs and branded wine bottles?
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Patterns of Account Segmentation
Segmentation schemes play a central role in account-based marketing. Most organizations don’t have the resources to conduct 1:1 account targeting 100% of the time. They need to prioritize their efforts, group like
There are a number of ways to segment. In B2B, many marketers are drawn to segmenting by product line. It’s straightforward to design campaigns and deliver messaging around one product. However, in an account-based strategy, product-based segmentation doesn’t always work out. What if one account is interested in multiple products?
Account Segmentation that’s Designed for ABM
To support ABM programs, choose a segmentation scheme that focuses on account firmographics. Marketers who segment by account size and purchase journey stage are better equipped to support sales, as sales
The marketing strategies displayed in the following 2x2 correspond with how sales reps approach their accounts. Large accounts require highly customized 1:1 attention, while small accounts can be treated with 1: Many
Direct mail plays for each account segment
Big-ticket items for top-tier acquisitions
For top tier accounts, sending highly customized items will get you better results. Since your deal size is substantial you can spend more on quality and personalization to really stand out. Some successful sends we’ve seen though marketing teams to top tier accounts are customized legos, paintings, and wine bottles.
eGifts land SMBs
This is a campaign that needs wider reach for lower tier accounts, so you want the campaign to be
Upsell top account with a personal touch
This is an extremely under-utilized form of direct mail and gifting. You’ve closed an awesome deal, you’ve got them
“Dear SMB” openers
For these accounts, you want to do something more affordable. Here you can do a mini champagne bottle with a handwritten note or cupcakes just to mention how sweet it’s been working with them. It’s a great door opener to an upsell/cross-sell conversation.