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Playbook · Account-based marketing

ABM direct mail: a box, an invitation and a follow-up call

For the accounts that never open your emails. Send one person a box with their name on it, invite them to a roundtable or a meeting, and call when they scan.

Apply for the betaRead the Sun-Power case
A closed orange box addressed to Bernard, for hospitality entrepreneurs

ABM direct mail (account-based direct mail) is personal print for a short list of target accounts, addressed to the people you want to talk to. Because every piece has its own QR code, you see per account who responded.

When it makes sense

  • You have a list of accounts you really want, not a broad audience.
  • Email and LinkedIn get no reply from these people.
  • One meeting or one new client is worth more than the cost of the mailing.
  • Someone in sales is ready to call the same day a scan comes in.

The same approach works around trade shows and events and for reactivating dormant customers.

The playbook in five steps

  1. Pick the accounts and the peopleSelect the contacts in HubSpot or Pipedrive, or upload a CSV. Keep the list short and specific.
  2. Send something they keepA letterbox box with room for a small gift lands on their desk because it's addressed to them, not to "the marketing manager". A booklet, postcard or letter works too, in your own design or one of our formats.
  3. Give the scan a next stepBehind the code: a personal video, an AR experience, a sign-up for your roundtable or event (with a +1 if you allow it), or your calendar to book a meeting.
  4. Follow up while it's warmEvery scan, view, click and booking lands on the right contact in your CRM and the account owner gets a notification. On Growth you can set follow-up rules, so no warm lead slips through.
  5. Call the rest tooNot everyone scans. The box still arrived with their name on it, which gives sales a reason to call the others as well.
Selecting contacts from your CRM for a direct mail campaign in Magiq Moments
The real app: pick people synced from your CRM for a campaign.
The same box opened, with a personal message and a QR code inside
A real client box for hospitality businesses: a personal message and QR code inside, and a photo on the front that comes to life in AR.

An example: Sun-Power

Sun-Power sent 100 boxes as outreach. One in four recipients scanned, and that was enough for eight meetings with companies from their wish list and two new clients so far. 75 recipients are still to be called, and a second campaign is in preparation.

Sent
100
Scanned
25%
Meetings
8
Clients
2so far

Read the full Sun-Power case

For agencies

Agencies working for B2B clients can run these campaigns for every client from one workspace. On the Scale plan the experience carries your brand, and you earn a revenue share on every client you bring. See the plans.

FAQ

What is ABM direct mail?

Personal print for a short list of target accounts, addressed to the people you want to talk to. Every piece has its own QR code, so you see per account who responded.

What can the QR code open?

A personal video, an AR experience, a sign-up for your roundtable or event (with a +1 if you allow it), or your calendar to book a meeting.

What happens when someone scans?

The scan, video view, click or booking lands on the right contact in your CRM and the account owner gets a notification. On Growth you can set follow-up rules.

Can agencies run this for their clients?

Yes. Agencies working for B2B clients run campaigns for every client from one workspace. On the Scale plan the experience carries your brand, and you earn a revenue share on every client you bring.

What did it deliver for Sun-Power?

Sun-Power sent 100 boxes. 25% of recipients scanned, which led to 8 meetings and 2 new clients so far, with 75 recipients still to be called.

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