Given the special nature of a direct mail package, it’s no wonder the average response rates are higher than email. Receiving a nice gift right at your desk in the middle of the work week is memorable, and shows that the sender made the effort to do something different.
We receive an average of 121 emails a day, which can make it difficult to have a real impact in account-based marketing using only email outreach (especially considering cold outreach emails can get filtered or go to spam). Given the special nature of a direct mail package, it’s no wonder the average response rates are so much higher than email, with direct mail seeing 4.4% and email only 0.12%. Receiving a nice gift right at your desk in the middle of the work week is memorable, and shows that the sender made the effort to do something different.
There are many different goals your company can accomplish with direct mail. The most common is to generate qualified meetings and convert MQLs into opportunities. These mailers have a clear call-to-action (CTA) to book a demo, and usually come with an incentive, such as a gift card. This kind of direct mail campaign must be followed by an email campaign to follow-up with the contact after they receive the box.
Other goals include:
To run a direct mail campaign, you first have to pull a list of sales-approved contacts from target accounts. Warm them up with a few emails before the box is shipped, and then follow up with at least 3 more emails once they are delivered - reminding them of the incentive. Build a “demo request” landing page for each campaign and include the link in the one-pager or box flap, as well as in the follow-up emails. Here we dive into some of the best direct mail campaign examples we’ve seen in our many years of running these programs. Learn the detailed steps to build your direct mail campaign here.
The goal for this campaign was to generate qualified meetings. Intellimize targeted mid to senior level roles within the Ideal Customer Profile of their target accounts. The mailer included a branded cork wine kit, neatly placed within tissue paper with a 5x7 one pager and 5x7 note from the CEO. All packed inside a full-color, custom branded box and shipped to the recipient’s office.
Incentive: Note from the company's CEO contains an incentive for a nice bottle of wine if they end up connecting over the phone.
The goal for this campaign was to generate qualified meetings with senior-level roles. Alloy targeted roles with a title of Director or higher within the ideal persona of their target accounts list. The mailer included a bag of 12 locally-sourced, handmade biscottini with a 7.7 oz Nutella jar neatly placed within tissue paper, and a one-pager. All packed inside a full-color, custom branded box and shipped to the recipient’s office.
Incentive: Upper flap of the box and one pager contain an incentive for a $50 Amazon gift card if prospects take a 30-minute demo.
The goal for this campaign was to generate qualified meetings. Intellimize targeted mid to senior level roles within the ICP of target accounts that were up for renewal with a competing service. They sent a themed “gambling” box with the message of “don’t gamble with your web conversion strategy”, it included branded playing cards and two Popcornopolis cones neatly placed within tissue paper, with a one-pager. All packed inside a full-color, custom branded box and shipped to the recipient’s office.
Incentive: Note from the company's CEO contains an incentive for a popcorn machine (for the office) if they end up connecting live.
The goal for this campaign was to generate qualified meetings. Intellimize targeted executive level roles within the ICP of their target accounts. This specially constructed mailer included a bag of premium Lavazza coffee with 6 locally-sourced, handmade biscottini, and 8x11 one pager. All packed inside a full-color, custom branded box and shipped to the recipient’s office.
Incentive: Note from the company's CEO contains an incentive for a nice bottle of wine if they end up connecting live.
The goal for this campaign was to generate qualified meetings. Alphonso targeted mid to senior level roles within the ICP of their target accounts. The mailer included a bag of deluxe Bequet caramels neatly placed within tissue paper, and a one-pager. All packed inside a full-color, custom branded box and shipped to the recipient’s office.
Incentive: Upper flap of the box contains an incentive for a $50 Amazon gift card if they take a 30-minute demo.
The goal for this campaign was to book qualified meetings at an upcoming trade show. SaaSMQL targeted roles within our ICP of accounts who were signed up to attend a trade show where we were a sponsor. The mailer was a custom invitation that came with a branded poker chip, so that the prospects could cash the chip in at our booth for a nice gift.
Incentive: Stop by our booth at the trade show with your poker chip for a VIP gift.
The goal for this campaign was to generate qualified meetings. Okta targeted IT directors and managers within the ICP of their target accounts. The mailer included a tile tracking device to spark more meeting requests, fit nicely in a branded full-color box with a one pager.
The goal for this campaign was to generate qualified meetings. SaaSMQL targeted mid to senior level roles from SaaS companies that had recently raised a new round of fundings and had an open position for a senior Demand Generation role. This mailer took the form of a full-color custom printed folder/brochure, with an envelope inside revealing 3 branded Belgian chocolates.
Incentive: Upper flap of the brochure portion contains an incentive for a $50 Amazon gift card if they take a 30-minute demo.
The goal for this campaign was to gain registrants for an upcoming webinar. SaaSMQL targeted key subscribers from our email list, as well as qualified prospects from target accounts. The mailer was a simple foldable, full-color invitation with one popcorn packet attached, asking recipients to register for our upcoming webinar.
The goal for this campaign was to generate qualified meetings. Proofpoint targeted executive level roles within the ICP of their target accounts. The mailer had a theme of “It’s Time”, with a custom box revealing a picture of an Apple Watch printed on the tray.
Incentive: If the prospect takes a 30-minute demo, they will receive an Apple Watch as a thank you for their time.
The goal for this campaign was to generate qualified meetings. TravelBank targeted mid to senior level roles within the ICP of their target accounts. The mailer was travel themed, containing a branded travel wallet and one pager. All packed inside a full-color, custom branded box and shipped to the recipient’s office.
Incentive: Upper flap of the box contains an incentive for a $50 Amazon gift card if they book a 30-minute demo.
The goal for this campaign was to generate qualified meetings. Legion targeted mid to senior level roles within the ICP at enterprise companies - specifically large QSR fast food and retail chains. The campaign started with targeted sponsored content ads on LinkedIn, to warm up the audience. Then, two weeks later, a gift box was sent to the decision makers from the target account list. This mailer took the form of a large, branded statement box that arrives at the prospect’s desk, colorful and eye-catching. Inside there is a branded glass box of caramels, one pager, and faux Visa gift card to incentivize the prospect to take a demo.
Incentive: Box contains a faux Visa gift card with the incentive for a real $50 Visa gift card if they book a 30-minute demo.
In this article we explain our step-by-step process on how we leverage a traditional channel like direct mail to drive sales pipeline for SaaS and B2B companies as part of our integrated ABM approach.
Discover how to segment target accounts effectively in your SaaS business to maximize ROI. Explore key concepts like ideal customer profiles, buying intent, budget allocation, and more.
Discover the essential steps to implement a successful Account Based Marketing (ABM) strategy for SaaS companies. Learn how to effectively target high-value accounts.
Discover the key differences between Account-Based Marketing and Inbound Marketing, and learn how to effectively implement ABM strategies for your SaaS business.
Explore must-attend conferences in 2024, including the renowned SaaStr Annual. Follow SaaSMQL for insights into SaaS events 2024.
In this comprehensive guide, we'll equip you with the tools and knowledge to get started with ABM, delving into how ABM works, key components of successful campaigns, and best practices for marketing to high-value accounts.
If you’re a small business in the SaaS space, the marketing landscape can seem overwhelming. There are countless platforms and apps out there that claim to help your business grow, but not all of them will be right for you.
As a SaaS company, you know that the success of your business depends on the number of new customers you get. You also know that it's getting harder and harder to get those leads because your competition is fierce.
If you’re a SaaS professional, you already know that events are an invaluable resource for small-business networking, SaaS lead generation, and even getting out of your comfort zone.
No matter what stage your SaaS startup is in, landing a whale–a big client that will account for a majority of your revenue–will help you generate the ARR required to keep growing. At this year’s SaaStr, the team at SaaSMQL showed hundreds of SaaS leaders an effective way to do just that. 🐳
Last year we shipped over 27,000 direct mail boxes on behalf of our clients with the goal of generating opportunities from target accounts. We learned a few lessons during the last few years of running direct mail campaigns for B2B clients, and we are summarizing them on this article.
SaaS demand generation is an essential part of getting new customers and growing your business, but it's not easy to do well. Read these 7 precious tips on how to build a powerful SaaS demand generation machine.
Let's take a look at the components of a great SaaS direct mail campaign that you can implement today to spur new growth.
In this piece, we will explore 15 of the most common mistakes beginners make with SaaS Marketing, and how to avoid them, so you can save time and energy lost by following ineffective methods.
What does it actually cost to get a new customer? This is a vital metric to master if you are looking to scale up your business in the near future. If you are a SaaS startup looking to build a predictable customer acquisition engine, or a SaaS Company that is ready to scale, this article is for yo
Demand generation is the most crucial role for every SaaS company. Startups need to get on board with key strategies that promote SaaS lead generation, and generate a consistent pipeline to feed the growing sales team. Do you have all the necessary elements in place to run a successful demand gene
In the following guide, we walk you through the basics of ABM and customer lifetime value — and why CLV is so critical for an effective account-based marketing strategy in the world of SaaS ABM.
SaaS demand generation can be complicated, but there are many ways to get your product to the front of your potential customers’ minds. Here we’ll go over some SaaS lead generation techniques that you can use to increase sales and beat the competition.
This article will discuss why direct mail marketing is so important for ABM's success and how to create an effective campaign. We'll also share some tips on measuring the success of your direct mail marketing campaigns.
SaaS direct mail is also a powerful way to reach decision makers and influencers at companies that aren’t currently using your product or service. When used as part of an account-based strategy, your integrated direct mail has the ability to amplify your results exponentially.
In this article we explain why it's so important for SaaS companies to use outbound strategies and the six steps you need to follow in order to execute effective outbound campaigns.
If you are serious about growth in 2022, and who wouldn’t be with what the global economy just endured, then plan to attend at least one of 2022’s Top 12 SaaS Conferences.
When it comes to SaaS growth, you want to make sure that you are putting your best foot forward. This means working with the best account based marketing agency possible. How do you choose?
We have compiled a list of the top platforms for every SaaS companies interested in launching and scaling their Account-Based Marketing strategy.
Nurturing enterprise accounts requires continuous education through multiple channels before they might see a need for your solution. Here we discuss the most effective ways to use multiple channels to nurture your target accounts.
In this article we'll discuss the key factors to consider when creating a demand generation budget from scratch, including revenue goals, go-to-market strategy, funnel metrics, sales resources, and channel ROI.
If you’re targeting mid-market or enterprise companies, you can't rely on a single channel to drive engagement and qualified leads. Here we share examples of campaigns with solid ROI and show how to integrate different channels into a unique workflow.
HubSpot and Marketo are considered the #1 and #2 marketing automation softwares in the world. ActiveCampaign, on the other hand, is a powerful and easy-to-use marketing automation & sales CRM platform designed for small businesses on a budget. How do you decide which is right for you?
You might have a golden list of accounts that the sales team wants to focus on, but you don’t have the budget for a shiny new ABM platform. Jasmine Chung, Demand Generation Manager at Openprise, showed us how they are doing it at their company and the results they are seeing.
Intellimize used SaaSMQL’s expertise to launch targeted ABM campaigns, integrating Direct Mail with automated emails and LinkedIn ads to engage with 800 accounts within their ideal customer profile. Their investment generated $4.6M in ARR pipeline.
Looking for some no-nonsense SEO tips to boost your site’s search engine rankings? We sat down with Aaron Moskowitz, Director of SEO at Golden Hippo, and covered 5 easy-to-implement tactics that help increase your website's ranking and boost inbound traffic.
By tracking and taking action in improving essential metrics you can position your team for better performance and productivity. Here we provide some insights into what we believe are the most important KPIs every young B2B SaaS company should track as soon as revenue streams arise.
Here we explain step-by-step how at SaaSMQL we are able to consistently generate over $1M in new sales pipeline every month by using a targeted direct mail approach. We also discuss mistakes to avoid during the process and how to track the campaign performance.
Direct mail is the best-performing direct response channel, bringing in results “10 to 30 times better than email”. Most companies don’t leverage direct mail because it's hard to execute, and requires plenty of time and resources. Here we will go over the 7 steps to launching a direct mail campaign.
In a recent webinar for DemandGen Club, Arun Sivashankaran (Founder & CEO of FunnelEnvy) shared the good, bad, and ugly from his years of experience with B2B demand generation teams tackling account based analytics & personalization.
How do you know which programs are generating qualified leads and pipeline, and which aren’t? How can you make sure a lead is tagged correctly throughout the entirety of their buying journey? Here we discuss the basics of B2B marketing attribution.
Modern ABM marketers are seeing direct mail emerge as an effective channel for B2B companies to engage and convert target accounts. When direct mail campaigns are integrated into a broader account-based marketing strategy, they become a powerful channel to break through noise and reach prospects.
Your marketing “tech stack” is the set of technologies your organization uses to execute and analyze marketing across the customer lifecycle, and scale your business. The key goal of your marketing tech stack is to measure the impact of your marketing activities - making difficult processes easier.
A strong Demand Generation program allows a company to predictably scale the number of Opps sourced by simply increasing marketing spend. Whether you’re just starting out or have been running Demand Gen programs for years, here are a few core “sins” that your team should avoid at all costs.
Intent data can tell you when your target accounts show strong buying signals, allowing you to target the right people at the right time. Yet, many sales and marketing teams still aren’t sure how to include this new type of data in their workflows, let alone incorporate it into actionable programs.
Scaling is hard. You can have the best sales team in the world, but if they’re not focusing on the right accounts, their work likely won’t amount to new clients for your business. When you focus your efforts on ideal target companies, you maximize the campaign’s efficacy and conversion.
The lead handoff process is one of the biggest bottlenecks for every company trying to grow their sales pipeline. Marketing has invested money and resources to generate qualified leads, but they are not always properly assigned to the Sales team and followed-up with.
Low confidence in marketing attribution and ROI often causes SaaS companies to cut investments on demand generation. By tracking your CAC and the value of each stage of your marketing funnel, you can allocate your budget to drive real growth.
When direct mail campaigns are integrated into a broader account-based marketing strategy, they become a powerful channel to break through the noise and reach your ideal contacts.
Learn how to build effective Account-Based Marketing campaigns using LinkedIn Ads. We'll present specific examples and step-by-step instructions on how to target your named accounts and drive qualified leads.
In this video you'll learn how you can leverage intent data to increase conversion on your ABM campaigns and engage with your target accounts. We'll provide an intro about buyer intent data, the difference between 1st party data and 3rd party data, and how to track customers' offsite behaviors.
In this video you’ll learn how to draft a demand generation budget starting from your revenue goals. We’ll discuss about funnel metrics, Customer Acquisition Costs (CAC), what line items should be considered when creating the budget, how to forecast your ROI, and what tools can help you.
In this video you'll learn how to build the right target account list. By focusing all your efforts toward the ideal accounts, you'll maximize campaign's efficacy and conversion.
In this video we'll share lessons on how to generate pipeline sponsoring third-party conferences, how to best manage follow-ups and track results, and how to scale the strategy to 100+ events per year. We'll also discuss about best practices on how to run your first user conference successfully.
Direct mail has been emerging as an effective channel for B2B companies to engage and convert their target accounts. When direct mail campaigns are integrated into a broader account-based marketing strategy, they become a powerful channel to break through the noise and reach your ideal contacts.
The 8 most common sales mistakes that I frequently notice in venture-funded SaaS startups. These include adding territories too early or hire a bunch of AEs when there is no pipeline. Avoiding these early mistakes will impact your ARR from the beginning.
Marketing is no longer incentivized to simply generate leads at the top-of-the-funnel and throwing them to sales. The metrics that matter now are account engagement, number of opportunities generated, pipeline ($) and revenue.
Demand generation entails generating sales opportunities for your company's products or services. A good demand generation engine can help a company engage new prospects, generate interest online and offline, and attract prospects, which are then converted to leads and turned into sales pipeline.
SaaSMQL is an Account-Based Marketing agency that helps SaaS companies scale recurring revenue with high-impact multichannel campaigns.
All content © SaaSMQL, LLC Privacy Policy
.png){kind=small}
