Offline Engagement Platform Postal announced the general availability of Postal ABM, its offline engagement feature for one-to-many programmatic ABM campaigns. The new capability helps marketers programmatically target and engage valued accounts and audiences in a one-to-many approach based on intent and CRM data to “personalize content at scale.” Marketers can also execute Strategic ABM campaigns that target high-priority ABM accounts.
Postal ABM is “designed to make it easy to programmatically target and engage key accounts and audiences with offline campaigns,” Postal VP of Marketing Lauren Alt-Kishpaugh explained to GZ Consulting. “It’s designed for marketers running enterprise playbooks who need to scale offline engagement across their go-to-market strategy.”
Postal ABM supports built-in engagement and ROI dashboards that help sales and marketing teams “make informed decisions during the campaign and throughout the lifecycle of target accounts,” blogged Postal Product Marketing Manager Amy Schwartz.
The new Postal Engage feature triggers items and experiences to a group of contacts based on ABM signals in Salesforce. Marketers can set budgets and timelines for campaigns and track campaign success (e.g., accounts engaged, revenue generated) in Postal and Salesforce. Postal syncs its Account Engagement data with Salesforce for “better target discovery and ROI tracking.”
Postal also supports integrating physical touchpoints for virtual events. Postal claims an 80% attendance rate by automating offline marketing activities after events. For example, gifts can be sent to virtual event attendees, tradeshow badge swipers, or free trial participants. Postal also proposed sending a congratulations gift when champions change jobs.
In other news, Postal also announced that it partnered with ZoomInfo to support GTM Plays. Use cases include turning an abandoned chat follow-up into a booked meeting, welcoming a prospect back from OOO, congratulating a champion or decision maker on a promotion, and strategic prospecting campaigns.
“In today’s digital economy, it can be easy to forget the importance of offline and physical sales strategies…think back to in-person experiences such as steak dinners and golf outings with prospects,” blogged Postal Content Marketing Manager Rich Pusateri. “That was the standard practice. Now, in the world of remote selling, using custom branded kits or personalized gifts with handwritten notes in tandem with digital engagement is a proven way to make a positive impact on your bottom line.”