How to run a holiday marketing program and align it with ABM
With limited time and resources, you need to find a way to make your holiday gifting program scalable to hundreds or even thousands of customers. The key is to use gifting tactics that can be executed quickly and efficiently, but can still generate customer engagement and goodwill.
With that in mind, here are three holiday gift programs that can be executed without having to dedicate a small army of marketers to manage the logistics. We’ll also show you how these gift programs can fit into your ABM (Account Based Marketing) strategy .
Give away truly useful content
Everyone loves tools that save time or provide new insights. You can help your customers be more productive at work by giving them how-to videos, interesting infographics, and templates. Since these tools are digital, they can be quickly and easily gifted to any number of customers. With the help of marketing automation tools , you can send your content gift using email, social media, and landing pages.
The main challenge with this giveaway program is that you’ll need time and access to industry expertise to create content that’s actually useful to your albania telemarketing customers. It’s perfectly fine to create content that showcases your company’s expertise in an area, but avoid giving away content that’s a selling point for your product.
The limitation of this approach is that it is difficult to establish an emotional connection with generic content. The recipient may value the content, but may not feel personally valued or appreciated. Of the three gifting programs we recommend, this is the one that creates the least engagement and emotion on a personal level.
Send customized merchandise
Sending physical merchandise, like wine and gourmet gift baskets, is sure to generate excitement and engagement. However, of the three gifting programs how leadership impacts organizational and work climate we recommend here, this one is the most time-consuming, effort-intensive, and budget-intensive. Physical gifts tend to be expensive, incur shipping costs, and require proactive planning to meet vendor delivery deadlines. Things can quickly spiral out of control when stakeholders start demanding lots of variations and customizations for their customers and special contacts. This, combined with safety concerns and shipping delays due to the current pandemic , makes physical gifting a real challenge this year.
The key to scaling a physical gifting program is to limit and standardize gift options. Meet with customer stakeholders (e.g., sales, support, and professional services) to agree on segmenting customers into no more than three to five groups. For example, you mobile number list could segment customers into potential customers, strategic customers, and all other customers. Then, agree on a standard gift for each category. Next, choose a single vendor that can provide gifts for all groups so you can streamline logistics. Many vendors can ship gifts directly to customers on your behalf. This can be more expensive than managing shipping yourself, but it can save you a significant amount of time and resources.