DemandTec, a strategic business unit of Acoustic, is the leading provider of retail pricing technology. Since April 2020, DemandTec has sent Greetabl gifts to key accounts throughout North America, placing custom B2B orders through the ecommerce platform.
COMPANY DESCRIPTION:
Reasons DemandTec uses Greetabl as a corporate campaign tool:
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LACK OF IN-PERSON EVENTS
“As a result of COVID and the cancellation of in-person events, we needed a way to make up for lost meetings. We quickly turned the marketing giveaways planned for the in-person events into tactile mailers using Greetabl. As a result, we were able to secure meetings with 25% of the accounts targeted, which surpassed what we would have been able to achieve with in-person events.”
TIMELINESS
“It can take 6-8 weeks to work with a mail house to execute on a direct mail campaign. Greetabl’s self-service model enabled us to be more agile. We get our campaigns more quickly and respond to inbound leads with a personal note and Greetabl package, which increases response rate and helps us secure meetings faster than through working with a traditional mail house.”
How DemandTec Uses Greetabl:
1. Custom gifts (bluetooth speakers) as a prospecting tool
4. DemandTec uses Greetabl as a conversation starter. The gifts also serve as an excuse to connect and show appreciation.
3. The messaging inside the Greetabl gifts is based upon use-case. ie, Thank you for attending the webinar, etc. They use the same gift and design across all campaigns with a slightly different message.
2. Their CTA is to set up a meeting with the goal to get a foot in the door.
5. Marketers are moving towards this model because it gets past the inbox, especially without events to network and connect.
What DemandTec is doing to ensure results:
CUSTOMIZE THE MESSAGE
Where possible, write a custom message to accompany the package to provide a more personalized experience for the recipient. At the end of the day, people want to know that you’re a human. When you send a more personalized note, it sends the message that you took the time to go the extra mile and earning their business is important to you. And if you went the extra mile to earn their business, that tells them that you will work very hard to keep their business when they become a customer.
Create custom packaging displaying your branding and messaging. Find a gift that is both unique and correlates back to the campaign messaging.
GET CREATIVE
TARGET THE RIGHT ACCOUNTS
Account Based Marketing is all about focusing on the right accounts that have the highest close rates and the most proven success. It’s critical that you get your target list right. If you don’t know who your target accounts should be, team up with your executive team or sales leaders to better understand which accounts they have seen the most success with. Use this insight to create the target account criteria you can use to begin building your target list.
If you have the resources, we recommend validating the address of your recipients before shipping out the packages. With many people working from home, it can be difficult to know which address to send packages to. One way to identify the correct address is to ask the recipient directly. It can take a bit more time, but it will guarantee the package will get to the right place.
If you do not have the time or resources to do this, you can use subscription services like Zoominfo, D&B, and others to identify their office locations or publicly available resources like LinkedIn, Whitepages.com, or USphonebook.com.
We saw a 2X higher response rate on validated addresses vs non-validated addresses, however, all is not lost if you cannot verify addresses. In comparing the results of sending a package (non-verified addresses) compared to not sending a package at all, we saw an 8X higher response. So when in doubt…send the package.
VALIDATE ADDRESSES
On average, it will take 9+ touch points before you will receive a response. Ensure your Business Development Team is armed with follow up scripts / talking points, email templates, and follow up materials.
FOLLOW UP, FOLLOW UP, FOLLOW UP
DON'T GIVE UP
One phone call or one email message won’t produce your desired results. It takes persistence and consistency to break through the noise and get in front of your campaign targets.
Want to learn more?
KATIE
Contact our Account Executive to get started.
Case Study:
How DemandTec books more meetings and closes more business with tactile mail