Competitive Takeout Play

Rebeca Healy

"Switch" Campaign
Step 1: build segment

Step 2: send direct mail gift of Nintendo Power tins of mints with insert card

Step 3: Book a meeting (discovery call or demo)

Step 4: Completion of meeting, send them a Nintendo Switch!


Omin-channel approach

• 6sense segment
  • Use filters for “technology used”
  • Filter their buying stages (start pilot with Decision, Purchase)
  • Keyword surging research
• Sendoso direct mail gifting 
  • Send a double-sided insert card with QR code (leads to Marketo LP)
• Marketo Landing page / book a meeting form fill, include a mailing address for gifting component
  • Reasons why customers "switched" from competitor solution to ours
  • Put recent awards (Forrester Wave), G2, etc.
• 6sense DSP advertising that has the same messaging (drive them to Marketo LP)
• BDR support (call scripts, enablement, etc.) 
  • Call before the mail gets delivered
  • Call once you get the “delivered” status 
  • Follow-up plan
• Conversational Email in 6sense
• Driftbot takeout messaging on our website (if they bounce around to get research) targeting the accounts in this segment

Thanks to our workshop team!!

-Hannah Horning from Archerpoint

-Max Lotspeich from Yes Energy

-Ferry Gijzel from Exiger

Kimberly Conklin

@Rebeca Healy 🙌

as_austin

Love this!!

Chris Dutton

Thank you @Rebeca Healy!!