EP. 47 - DIRECT MAIL and ABM with Chris Rack I Scrappy Playbooks

In this episode of the Scrappy ABM podcast, host Mason Cosby talks with Chris Rack about using direct mail as part of an ABM strategy. They discuss how direct mail can help stand out from the noise and drive pipeline generation in a cost-effective way. Christopher explains the details of his "old school direct mail playbook with a modern twist" and provides advice on executing campaigns.Discussion Points:- Using direct mail instead of just email as more mailboxes are empty but inboxes are full- Playbook works for pipeline generation and customer cross-sell/upsell acceleration- Very low-tech implementation - direct mail printer and landing page with QR code connectivity- Standard flow: $5 gift card incentive offer for survey, questions to provide value for sales team- Budget around $25k for 1,000 direct mail pieces- 2% meeting rate, half from survey followup and half direct hand raisers- Simple toolset but finding the right printer and audience targeting are key challenges

Om Podcasten

Welcome to Scrappy ABM – your source for groundbreaking approaches to ABM that don't break the bank. ABM shouldn't cost $200K in technology to even get started. If you want to get started with ABM or make your program better without a massive budget, you're in the right place.Each week, you'll hear from some of the brightest minds in the marketing world who are redefining ABM, achieving incredible results with untraditional methods, limited resources, and a whole lot of creativity.This isn't a show about how much you can spend on fancy tech or overhyped tools. Instead, it's about celebrating creative problem-solving and the scrappiness it takes to get ABM right. We'll dive into how these marketing leaders built robust ABM strategies with limited resources, revealing the actionable insights that led to their biggest wins.So, if you're a marketer ready to challenge the status quo, or an entrepreneur looking to scale your business through efficient and effective marketing strategies, Scrappy ABM is the show for you.Get ready to discover ABM strategies that are lean, impactful, and utterly transformative. Remember, it's not about the budget, it's about the mindset. Let's get scrappy!