Sending gifts to prospects can help marketers improve their ABM efforts

New Ideas in MarketingEssential news for marketers, summarised by YouGov
October 15, 2020, 5:35 PM UTC

Account-based selling is a multi-touch, multi-channel approach that can help marketers efficiently target high-value accounts.

Marketers should have an omnichannel approach to capitalise on every sales prospect. While email and phone have been effective marketing channels for years, marketers can also add social selling, video for sales and offline engagement to better reach audiences. 

Businesses can send gift cards or personalised gifts like a mug to engage prospects via offline channels. But, companies should also ensure that each gift contains a personalised message. They should further make sure that both the gift and message are aligned with the overall branding of the company.

A gift can be an effective engagement tool only if it is delivered with the right message at the right time. Additionally, marketers should also crosscheck their company guidelines and product promotion policies before sending any gift.

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