Optimizing Direct Mailing and Gifting Programs in Account-Based Marketing with 6sense (Part 1 of 2)

Melissa Chong

Leveraging AI-Driven Insights to Maximize Engagement and ROI

Why Gifting in ABM?

ABM strategies have evolved beyond digital engagement, with direct mailing and gifting programs becoming essential tools for creating memorable, personalized experiences for high-value accounts. However, marketers must ensure that their outreach is both timely and relevant to maximize the effectiveness and ROI of these initiatives. This is where 6sense can play a transformative role. By harnessing the power of intent data, predictive analytics, and orchestration capabilities, 6sense enables organizations to optimize their direct mailing and gifting programs as part of a holistic ABM strategy.

Why 6sense?

6sense is designed to help marketing and sales teams identify, prioritize, and engage high-value accounts. It leverages AI and big data to uncover where accounts are in their buying journey, what topics they are researching, and which accounts are exhibiting intent signals. This intelligence is crucial for ABM, where personalized outreach to the right accounts at the right time can make all the difference.

Challenges in Traditional Direct Mailing and Gifting Programs

Traditional direct mail and gifting campaigns often rely on broad targeting or static account lists, which can lead to wasted resources and missed opportunities. Common challenges include:

• Low response rates due to generic messaging or poor timing
• Inefficient use of budget on disengaged or unqualified accounts
• Lack of insight into which accounts are ready for deeper engagement
• Difficulty measuring the true impact of direct mail and gifting efforts

How 6sense Optimizes Direct Mailing and Gifting in ABM

6sense addresses these challenges by enabling marketers to be more strategic and data-driven in their approach to direct mailing and gifting. Here’s how:

1. Identifying High-Intent Accounts

6sense analyzes billions of intent signals across the web to surface accounts that are actively researching relevant topics or solutions. By targeting these high-intent accounts, marketers can ensure that their direct mail or gifting efforts are focused on organizations that are more likely to engage and convert.

2. Timing Outreach to Buying Stages

With 6sense’s predictive analytics, marketers gain visibility into where each account is in the buying journey (e.g., Awareness, Consideration, Decision). This allows teams to time their direct mail or gifting outreach for when it will have the greatest impact—such as sending a thoughtful gift when an account moves from Awareness to Consideration, or following up with a tailored package as they approach the Decision stage.

3. Personalizing Messaging and Offers

6sense provides deep insights into account interests, pain points, and behaviors. Marketers can use this data to personalize the content, messaging, and type of gift or mail being sent. For example, if an account shows interest in a specific product feature, the accompanying message can highlight relevant benefits, making the outreach more meaningful and increasing the likelihood of a positive response.

4. Orchestrating Multi-Channel Engagement

Direct mail and gifting are most effective when integrated into a broader multi-channel ABM campaign. 6sense enables marketers to orchestrate and automate outreach across email, advertising, sales outreach, and offline channels like direct mail. This ensures consistent messaging and maximizes touchpoints with target accounts.

5. Measuring and Optimizing Performance

One of the key advantages of using 6sense is the ability to measure the impact of direct mail and gifting within the broader ABM program. Marketers can track engagement, pipeline progression, and revenue outcomes for accounts that received direct mail or gifts, allowing them to refine their strategies and demonstrate ROI.

Would you like to explore gifting as a tactic in your ABM strategy?

Watch out for Part 2 on best practices and tools within 6sense you can use to optimize outcomes.