There are many reasons to use gifting across your organization, including booking more meetings with prospects, thanking a customer or celebrating a milestone with them, and boosting employee happiness.
All the outcomes listed above can be distilled down to meaningful one-on-one interactions, and corporate gifting has historically been a tactic used to develop strong, personal relationships.
Of course, it takes time and effort to do it right, but there are a few gifting best practices to follow:
- Personalize the gift and your note as much as possible to make a positive, lasting impression
- Keep your communication short and sweet—a few sentences is ideal so the main focus is on the gift and the feeling it gives your recipient
- Encourage email opens with a thoughtful and creative subject lines that aren’t at all transactional
Try to keep these three must-haves in mind when writing your gifting emails to ensure your message is well received.
5 corporate gifting email templates for different situations
We’ve put together these corporate gifting templates to help you craft better messaging around your offline tactics, while still maintaining a level of personalization and care for maximum impact.
For more ideas and inspiration, be sure to download our full guide, 10 Corporate Gifting Email Templates.
Disclaimer: you know your specific use case and customer base better than I do, and recommend using these gifting templates as a starting point and adding in personal elements to create the strongest communication and chance of success.
Customer thank you gift email template
The number one rule when emailing your customers is to always add value. Continuous communication with them helps build your partnership, but too much of it can quickly become annoying and overwhelming.
If you send a thank you gift to customers, it helps to think of your email as a note or letter for the gift. Your customers need personal attention to feel important. They want to know that you care about their problems and are actively trying to help solve them.
Client gifting is a great way to deepen your partnerships with your contacts in an authentic and meaningful way.
Subject line: I'll buy it if you make it, <first name>!
Preview text: Are you interested in customizing this ___? I'll do all the heavy lifting, I just need your inspiration.
Body messaging: Focus on a value-led offer that would benefit the buyer or champion. Empower your prospect to customize something to their own liking.
Example: Hi, <first name>. I'd love to thank you for your time and for being a great customer. One-size-fits-all gifts often fall flat. That's why I'd love to help you customize this <item/kit> so that it will really speak to you or an intended giftee of your choosing. Do you have a favorite <coffee/tea/cocktail>? Do you have a sweet tooth or are you more of a savory person? More into gadgets or solid pens and notebooks? Let me know how I can help create something special.
Sometimes, we don’t know what a customer would like best and it’s more than ok to ask. It won’t ruin the moment, in fact, it will make the customer experience more enjoyable by simply asking what would make their day a little better.
Cold outreach gifting email template
It can be difficult to get in front of cold prospects in the first place let alone getting them to take action and engage with your outreach. Standing out in the inbox and being relevant are key components of a great business development program.
There are a number of ways to do both with your sales outreach and this template will help you personalize your message with a gift or incentive.
Postal Pro Tip: Gift emails have an average 87% open rate, 84% click rate, and a 93% acceptance rate
Subject line: Have you read this book on <topic>?
Preview text: Wanted to share some knowledge with you! I found this very interesting; give it a read.
Body messaging: Sharing knowledge with a prospect comes off as credible and authentic. This can be a great approach to catch the eye of a VP or C-suite person.
Example: Hi, <first name>. I just finished reading <book> and was amazed by the many insights about <topic>. I thought you might be interested in this book, too, and I'd love to send you a copy. Once you have a chance to read it, let me know and we'll grab a coffee and discuss. Happy to hear if you have any suggestions for my to-read list as well! Thanks for your time and happy reading!
For this message to really land, you should read the book and pull out nuggets that you found interesting. Ideally, you choose a book that is helpful to your ICP as a whole, not just one contact, so you can leverage your research in a lot of your outreach but it’s still personalized to your prospect. When you take the time to carefully craft a message, even when you’re using a template like this, you’ll likely have a higher success rate.
Free gift card email template
While we recommend sending a thoughtful gift based on your recipients’ interests, sometimes an email with a gift card can be a good ice breaker. It’s convenient for your recipient too, because an eGift is sent and received right away—instant gratification.
Offer to buy your contact lunch or pay for coffee that day. The message here shouldn’t feel transactional. Your email should feature your offer, but if it says “gift card” in the subject line it might get flagged and sent to spam.
Subject line: Lunch on me, <first name>.
Preview text: Would you want to grab virtual lunch sometime this week? Food is on me!
Body messaging: Invite your prospect to have lunch with you and send them a GrubHub or DoorDash gift card.
Example: Hi, <first name>. Whether you're working from home or you're back at the office, eating at your desk is a no-no. You need a break from your screen and that office chair (and I do, too). Do you have time this week to grab a bite at <insert suggestion> or <insert suggestion>? I'd love to learn more about you and share a bit about our latest offerings, too. If an in-person meeting doesn't work for you, I'd love to send a GrubHub or DoorDash gift card your way. Thanks for considering—and even if you don't have time to meet, I hope you take a thorough lunch break this week!
This type of outreach often feels like a give-and-get transaction. Creating a meaningful and empathic message can help your prospect feel understood. Don’t push too hard for the meeting because gifting leaves a lasting impression and they are sure to remember your name the next time you give them a call or show up in their inbox. One positive interaction could be the turning point you need to start a productive conversation going forward.
Gift email to employees
Employee gifting creates a rewarding experience for the people that matter most to your business. Showing your team consistent appreciation can be a great way to boost morale and overall company culture.
When you send a gift email to employees, make sure you tell them what it is and why you think they deserve it. This could be as simple as thanking them for being a great teammate, congratulations on recently hitting a company-wide goal, or a welcome gift when onboarding a new employee.
Subject line: Something to help you WFH
Preview text: A little work-from-home care package for you. Enjoy!
Body messaging: Acknowledge your employee’s WFH office experience and offer help adjusting
Example: Hi, <first name>. I put together a WFH care package for you. Check it out—headed your way is/are <wireless headphones, insulated mug, notebook, pen, etc.>! I've found these things really helpful in my office setup, and I hope they'll help you do your best work, too. Let me know what you think and how I can continue to help you grow at <insert company name>!
These memorable moments with your employees are more important than ever. Offering helpful and useful incentives can help keep remote and hybrid teams engaged and grateful to be part of your company.
Partner and influencer gifting email template
When you’re working closely with third-party partners, their work is typically outside of your team’s skill set. Finding effective partners is extremely difficult and you should do everything you can to make sure the relationship is mutually beneficial.
You rely on them a lot to carry some of your workload and it’s important to thank your partner and show how much the relationship means to you and the business with a surprise gift or virtual experience for them the enjoy.
Subject line: I've got something sweet to show you, <first name>.
Preview text: Enjoy these (cookies, candies, chocolates, etc.) on me!
Body messaging: Take advantage of your prospect's sweet tooth by offering them a delicious treat to get in front of them.
Example: Hi, <first name>. I wanted to send a little something your way that will sweeten your day. Thank you for everything you’re doing to help the <insert company> team. We appreciate you and your hard work! Enjoy these sweet treats :)
Keep these messages brief because you’re not asking for anything in return. Keep it light and fun by simply offering the gift and showing your appreciation.
Make meaningful connections with offline offers
Remember, these gifting email templates should be a source of inspiration. Take these ideas and make them work for you and your prospects. Standard cold emails don't work anymore—offers like these will significantly improve your ROI. Integrating offline experiences into your 1:1 communications will be an important channel for revenue teams in the future.
Get started with Postal to deliver meaningful experiences that help build strong relationships through the Postal Marketplace filled with hundreds of items from small and local businesses.
An article recently published by Psychology Today looked into why communicating online may create more stress than connections. While they mention it's "the best means we have for connecting and working together during the pandemic" they also believe it's creating "virtual fatigue".
Humans are societal creatures and we naturally thrive around others. However, pivoting to virtual methods has taken a toll on our communal instincts.
For instance, there's no social cues in digital communication and you can't read body language as easily. How many accidental interruptions have you witnessed on video calls? Probably quite a few.
While these online hangouts provide interactions with minimal barriers, over time they can create anxiety simply from how we are wired. In person we can control how we physically present ourselves, but appearing as a face on a screen is limiting to say the least.
Digital hangouts are a communication bridge that we need during these times. This being said, many of us are probably ready to get back in our workspaces where face-to-face communication is the daily normal.
Online communication makes it easier for us to talk with select individuals or audiences at mass. As a result, connecting with potential customers has become increasingly difficult because they're living in the same digital channels as the sales and marketers trying to reach them.
Catching eyes online not only is more competitive than ever but it's also yielding the lowest ROIs. HubSpot's data reported the total number of deals created dropped 11% the week of April 6th as well. This could be a product of a greater online presence from the general population.
Only the strong will survive when it comes to relying solely on digital channels for reaching people. A survey conducted by Forbes Insights found 91% of companies with revenues over $500 million are using videos, making it the top digital form of digital advertisements for companies this size.
Video is without a doubt one of the more engaging channels of digital communication. Fortunately, companies such as Vidyard, Animoto, Wistia, and HippoVideo are making it easier for SMBs to leverage them with minimal resources.
Although some online channels may be more effective than others, 95% of marketers agree that multichannel marketing is essential to success but only 73% of them say they have a strategy in place. Orchestrating a cross-channel strategy is much easier said than done.
Sales engagement platforms help layout such approaches to get your message out to a target audience. Yet virtual fatigue is beginning to set in due to our current situation making online strategies less effective. Plus, consumers already have most of the information they need right at their fingertips. Digital strategies are experiencing a diminishing pull when guiding consumers towards solutions.
To address this, leveraging offline content integrated into your digital workflows is a great place to start.
5 ways to have online to offline parity
Below we list five easy ways to start using physical advertisements to reach potential customers. Adding offline engagement to your approach shouldn't be out of the picture as new software enables parity with your online content.
1. Introductory postcard
What's the first thing you a send a new lead when they enter your sales funnel? Is it an email or maybe a text message? Marketing Sherpa reports that 73% of new B2B leads are not even sales ready, highlighting the importance of nurturing. One of the easiest ways to establish trust off the bat is sending them an AI handwritten postcard simply introducing yourself. Try to avoid up-selling your solution in this message but mention how you plan on contacting them next. This transparency will help guide quality leads to the next stage of the buying process.
2. Email / phone call follow-up letter
Following up can be an extremely under-looked area to establish trust as most organizations rely solely on email to do so. Whether a prospect doesn't respond to an email or just flat out ghosts you, sending them a follow-up letter can be that decisive touch point to reengage with them. Especially when you're seeing a complete lack of interest, this is a great last effort play to warm your lead back up. A Harvard study found that the average response time of 2,241 U.S. companies that responded within 30 days, was 42 hours. While timely responses are best practice, following up with colder leads in an offline channel could be that meaningful engagement which gets them to convert.
3. Condensed case study brochure
Education is one of the best ways to continue nurturing leads in the middle of the funnel. Sending a case study via email can be very effective yet condensing them into a brochure will do an even better job of catching eyeballs. Neil Patel did this digitally and saw a 39% increase of leads generated after reducing the word count from 2,286 to 615. This would still be impossible to fit on a brochure, but by visualizing key metrics and including a brief overview, you can effectively communicate the impact your product or service had. As you're thinking of customers to reach out to for building the case study, also think of the prospects you'll be targeting. Ensure the case study customer is similar to the prospects you will be targeting to achieve better results in your campaign.
4. Thank You note after a demo or meeting
As a contact nears the bottom of the funnel and you finally book a time to meet with them, chances are a product demo or implementation meeting will follow shortly. To express your gratitude for their time, send them a thoughtful Thank You note. Doing so will establish trust and reduce the response time of future digital outreach. This is the closest point to becoming a customer and a simple offline touch can be all it takes to convey authenticity and drive them to convert.
5. Onboarding gift or donation option
Sales has closed the deal and your latest client is handed off to customer success. What's a better way to welcome them as a customer than giving them the choice of a gift or charitable donation? The gift doesn't need to have a high perceived value, and as long it's useful or relevant to their interests, it's hard to get wrong. When Econsultancy and Adobe conducted their Annual Digital Trends report, they found customer experience as the most exciting opportunity for 2020. Completely differentiate from your competitors by delivering unparalleled customer experience with gifting or donation options.
Use these strategies to compliment digital
Leveraging direct mail and gifting with online advertising has never been easier thanks to offline engagement platforms. Campaigns that integrate online to offline experiences have seen tremendous response rate increases.
Furthermore, multichannel communication has never been more effective. According to Shopify, multi-channel marketing and selling increases revenue by an average of 38%, 120%, and 190% with each additional channel. Offline engagement is now a scalable low-hanging channel that you shouldn't disregard.
For all we know, HubSpot's recent data reporting the lowest response rates of all time could be due to the virtual fatigue of consumers. We may start seeing a huge reformation in how digital sales and marketing efforts evolve. In the meantime as you continue to optimize your digital approach, start thinking of ways to slip an offline touch in your sales funnel.
Take a peek at your inbox. How many people and companies have been trying to reach you? Probably quite a few, and chances are most of it seems like spam.
This is because it feels like someone is trying to get ahold of you...and realistically, it shouldn't.
What if you were guided to a piece of insightful content instead?
Communicating educational value will get you much further than repeatedly asking for a meeting with someone.
As we are living through a once-in-a-lifetime crisis, no one will easily forget 2020. The certainty of society and business changing in the aftermath is 100%. Misinformation is omnipresent and consumers are more lenient than ever to engage with companies trying to reach them.
Zendesk reported in a survey from 2013 that 87% of customers say brands need to work harder to create a more seamless experience. That was seven years ago and there still haven't been a paradigm shift for how companies reach people. If anything, this number has probably moved closer to 100% since then.
Establishing trust should now be the first and foremost priority for sales and marketing teams. Asking for a call or meeting promotes your interest and offers nothing in return for the recipient.
Many organizations need to redefine how they communicate value to prospects. Just because someone interacted with your company doesn't mean they're ready to buy. This is where supplying educational content can tremendously boost conversions from nurtured leads.
Follow-up With Educational Content
Fully-remote workforces could very well become more prevalent, meaning B2B companies will need to revise their approach for reaching potential customers. Check out our eBook on how to connect with customers in the remote era for more insights on this.
What worked for companies in the past to connect with customers will have to be reformed in this age of digital hyper-connectivity.
Historically, marketing owned the majority of outbound activity while sales monitored inbound leads. Advertisements from marketing were aimed at directing leads to the sales team.
However, in recent years, many companies have shifted to a structure where sales owns the top of the funnel while marketing focuses on an educational inbound content strategy.
Having a diversified content strategy in multiple channels is what will set companies apart from competition.
The Dwindling Success of Outbound Digital Strategies
The success of outbound emails and paid advertisements are at all-time lows. While they'll always have a place within most organizations, 72% of B2B buyers expect companies to personalize communication in a way that suits their needs. B2B companies who are successful this year will have education at the core of their strategy.
So what are the steps to educating potential customers? It all starts with directing outbound leads to some amazing content. Don't focus on the sale but rather the situation they are in. Use this when deciding what content to develop and eventually send.
The middle of the funnel needs to be as informative and helpful as possible. Nurture campaigns should communicate how your target audience can achieve their goals. Too many companies try pushing the value they offer right off the bat, which will get some to convert, but come off as brash to others.
Developing best-in-class content is no easy feat. This is where an omnichannel approach can flourish and help you educate through multiple channels. HubSpot found that as of 2020, video is the number one form of media leading content strategies with eBooks and blogs close behind.
Following-up in Multiple Channels
Prospects and customers alike have grown weary of the classic follow-up email that is clearly trying to drive a purchase.
There's all sorts of data that points to the effectiveness of a multichannel approach in sales and marketing. Yet when it comes to following-up, companies still seem to rely on targeting inboxes.
Woodpecker found in a study that a campaign with even one follow-up converts 22% more prospects. Modifying your follow-up strategy to leverage videos, emails, phone calls, and direct mail will provide more engagement and incentives recipients to take action.
Following-up With Video
Using video to follow-up with with customers isn't used by many but is a great way to engage with contacts. New technology makes it extremely feasible to use video across multiple channels for educational content.
After all, visual content is 40 times more likely to be shared on social media. When it comes to answering customer questions, using a company like Vidyard enables reps to record personalized response videos to send via email.
4 in 5 customers say a video showing how a product or service works in important. If the sales team in your organization takes the time to send personalized videos to answer questions, customers will have a much better experience.
Record videos where the content is targeted at specific industries or verticals using a script that resonates with your customers. You can take each script and add the name and company of your customer into the video.
Typically this is done with images in the video like a whiteboard and text can be auto generated to avoid recording hundreds of unique videos for each industry or vertical you target.
Following-up With Email
While videos are certainly an engaging extra touch for customers, for cold outbound communication, every company uses email to start conversations or continue existing ones.
Dialing-in an effective follow-up sequence is a customer acquisition game-changer. In a study conducted by IKO, follow-up emails often a better response rate than initial email. The response rate to the first email was 18%, 13% to the fourth, and an astonishing 27% to the sixth.
The instances for following-up with email are almost endless. Trying to cover all of them would be impossible as many situation are specific to the sales cadence of each organization. Whether it's a cold outbound follow-up, a follow-up to a warm lead, or some promotional follow-up, just keep the messaging simple and relevant.
Timing also plays a huge role in how effective follow-up sequences are. Mentioning the reason for engagement of the initial email will help explain your sense of urgency for contacting them. As 55% of emails are opened on mobile devices, also make sure they are mobile friendly.
Leveraging content marketing in these emails will show you are coming from an educational standpoint and trying to help. Content indirectly communicates the value you aim to provide. And as always, keep subject lines short and to the point.
Following-up Over the Phone
92% of all customer interactions happen over the phone yet 97% of all business calls go straight to voicemail. Reaching someone over the phone for a follow-up can take time, but after connecting, you have the advantage of communicating much more.
There is a huge negative connotation associated with sales people who cold call. When it comes to following-up, we recommend confirming a time and date with a prospect via email.
Realistically, if you have to follow-up with someone in the first place, they need their interest peaked. Try to engage with them with other content online before calling.
If someone agrees to take a phone call but they don't pick up, always leave a genuine voicemail. According to RingLead's CEO, Donato Diorio, the chance of a call back goes up 10% with each time you leave a voice message.
Additionally, always call work phone numbers unless you have spoken with the prospect beforehand. After connecting a time or two, then you can start reaching out over cell as it's much easier to return calls.
Lastly, ensure you are prepared and have your message ready to deliver with minimal fluff.
Following-up With Direct Mail
Calling someone or emailing them to follow-up is certainly easier than creating a video or sending a piece of mail. The same concept as the video follow-up applies here - creating a meaningful experience to explain or educate.
Sending a 'Thank You' note after a demo or scheduled meeting will show your appreciation for their time. Receiving a personalized letter is something that will only enhance the customer onboarding experience.
When dealing with high-value targets, sending direct mail is a realistic approach to follow-up with contacts who ghost you. However, for lower-value targets, an email would probably be the best bet.
40% of US consumers purchased something more expensive than they originally planned because their experience was personalized. Follow-ups don't always have to be a digital interaction. For less than a dollar per contact you can get the same message across in a far more engaging channel.
Educate Through Multiple Channels
Every business has room to improve. Following-up is an area commonly overlooked because of how easy it is accomplish through email and phone calls.
Trying to get in touch with someone shouldn't be the goal of a follow-up. Instead, educate with valuable content to guide the recipient towards the issue they are having.
Automated follow-up sequences that rely on email to convert leads probably won't change for a while. Yet technology now exists for organizations to utilize video and direct mail as part of their follow-up process.
There is no better time than now to rethink how your business can deliver a more engaging experience for leads, prospects, and customers.
Whether you are selling to businesses or individual consumers, having a deep understanding of who you are targeting is integral to any sales process.
However, this is much easier said than done.
For start-ups and those in emerging markets, there's no playbook or persona to reference for new customer acquisition. The best thing you have at the start of your journey is a highly educated guess.
As a result, the "perfect user" for most new businesses is a stock image of some random happy person in a sales or marketing slideshow with some traits listed out.
So where do you get started?
What Problem are you Solving?
Even before researching competition, you should rethink the actual problem you are solving for. Not only, "what problem are we trying to solve?" but also "who is solving the problem?" and "who are we solving the problem for?".
Upon analysis, it may become evident you are solving a problem for an emerging market. This could indicate the issue you are solving for has yet to come forth, or that demand isn't there yet.
However, this isn't a terrible thing as you can guide your strategy to an educational approach to show why your solution matters.
Next comes the question, "what are my competitors solving for?". This will answer what problems they solve for as well as the ones they don't.
Your opportunity will arise from the problems they don't solve for, guiding your product strategy as well as sales and marketing.
If competitors solve 80% of a problem, focus on how you can you solve for remaining 20%.
Understand Your Industry
The next step in developing your ideal customer profile is to understand where your product stands amidst the competition. This is where you can start getting more technical than conceptual.
Developing battle cards and researching every possible competitor will help you see where your business fits in the competitive landscape.
First, start mapping out information for each identified competitor such as strengths, weaknesses pricing model, customers, reviews, and employee count. The more data you are able to collect, the more you'll be able to understand about who you are selling to.
Customer success stories are another a great place to look. Any case study published by your competitor is a low-hanging opportunity to see what areas they excel or lack in. Specifically, look at the metrics which were cited as the areas of improvement.
Another thing you can do to gain insights is completing an SEO competitive analysis. Tools such as SEMrush and Ahrefs can help monitor competitor's organic keywords, backlinks, related content, and pay-per-click keywords. Having a grasp on this information can help guide your future SEO and content strategy.
Once you have an idea of where you fit in the competitive landscape, then you can start putting together the image of what your ideal customer looks like.
What makes up an ideal customer profile?
An ideal customer profile, or ICP, is a term that has many interpretations in the world of sales and marketing. An ICP is really just a fictional account that would create the greatest mutually beneficial value. They would cost almost nothing to acquire, have a high lifetime value, and very low likelihood of churning.
While all of these metrics vary by industry, here are three simple concepts to reference:
1. Customer acquisition cost
This is simply how much it costs to gain a customer. Customer acquisition cost ranges from $7 in the Travel industry on the low end to upwards of $395 in the Tech/Software industry.
2. Customer lifetime value
Customer lifetime value, on the other hand, is the net profit generated from a given customer. According to BDC, as a general rule of thumb, your customer lifetime value should be roughly 2.5-3 times their acquisition cost. For instance, if you profit around $100 from a specific customer, it shouldn't cost you more than $40 to acquire them.
3. Churn rate
Lastly, churn is the average rate at which customers unsubscribe or stop doing business with a company. Zuora’s 2019 Subscription Economy Index reports average churn rates across a number of industries, ranging from Business Services on the low end (16.2%) to Media on the high end (37.1%).
Understanding just these three metrics within your business will help hone in your ideal customer profile. However, in the groundwork stage of building a company, this data will have to be approximated from future financial plans (balance sheets & cash flow projections for instance).
As you acquire more customers, the whole picture will start coming together.
Goals, challenges, and characteristics
Fortunately, there's a less quantitative part to developing your ideal customer profile that revolves around goals, challenges, and characteristics. Every potential customer has unique criteria for why they would make a purchase of your product or services. At the core, it's really just providing more value than the monetary amount they pay you. While the specificities for need will arise within each account, generally speaking there will be overlap with the goals, challenges, and characteristics.
What will your product or service help accomplish for your customer? Potential customers will certainly have their own ideas regarding this and you need to be ready to fulfill their objectives. An onboarding specialist or your sales team need to be ready to communicate this efficiently.
When you are starting your journey as a new business, you may not even have a sales organization...and that's fine! As long as someone is in charge of working with your first few customers to understand how they will use your product or service, that's just as beneficial.
This person simply needs to absorb everything this new customer has to say about your solution. Product tours should be performed in a fashion where the onboarding specialist or account manager is asking the majority of the questions.
Initially, your new customer might not even know what goal they are trying to accomplish with your product. This is why staying in-touch on a daily basis can help guide them to this target.
At the end of every quarter, it would even be wise to schedule a meeting with them to see how they're doing and challenges they're facing. Investing in a tool like Amplitude can provide analytics of how your customers are using your product.
Once you understand what your customers are trying to achieve, then you can start identifying challenges that arise from their interaction with your product or solution. What are the blockers that stand in the way of achieving their goals?
Learning the tech stack of each customer isn't easy by no means. Yet the more you customers you talk to, the more well-rounded you will become in understanding the internal processes of your clientele. Questions you once had to consult others about will be pulled right from the top of your head.
Once you develop a cadence for how to help each customer achieve their goals and clear recurring obstacles, then you can start listing characteristics that would make up your ideal customer.
Understanding the characteristics who's using your product the most will help develop a more targeted approach when going after future customers.
Note attributes such as the number of employees, their geographic location, estimated revenue, what technologies they're using, who they're selling to, and other such details.
It will likely take a while until you start seeing repetitive traits amongst your customers. When you do see one emerge, prioritize this characteristic above the rest. Three small real estate brokerage firms? That's not a coincidence! Guide your future strategy to target this audience.Pattern overlap is the name of the game here.
Buyer Persona versus ICP
While an ICP is a fictional description of the account you are targeting, a buyer persona is the semi-fictional character of the human who would buy from you.
In B2B sales for instance, within your ICP, you could have multiple buyer personas that all play a unique role within the buying committee.
Buyer personas generally go into much more detail about what this person's everyday life looks like - some even talk about what their life outside of work might be like.
While this is helpful information, you really need to understand the motives behind each buyer persona more than anything.
What Motivates Each Buyer?
Each buyer within an account will have different goals. For sales people, that could be hitting numbers. For marketers, maybe driving a certain amount of leads to sales.
Executives or the product team might have different goals revolving around ensuring a certain number of customers are actually using the product.
Regardless of the motive for each buyer persona, understanding how they work together is even more critical.
This is why sales usually deals with new business for most companies as their goals loop back into that of executives or the product team.
You Will Never Achieve Perfection
Understanding the ICP and buyer personas are important, yet you will never achieve perfection for either. By continually updating each, you will only refine your sales and marketing processes for the better.
Don't be discouraged if your customers seemingly have nothing in common. Eventually you will recognize a pattern that you can leverage when targeting new accounts.
Implementing and scaling an Offline Marketing Automation strategy requires a unique selection of curated gifts and experiences that are proven to leave an impression.
You certainly could peruse the internet looking for vendors who offer such items, yet consolidating inventory into one marketplace provides efficiency to create authentic connections at scale.
Welcome to the Postal Marketplace.
What is the Postal Marketplace?
The Postal Marketplace is full of uniquely curated gifts that are proven to delight recipients and leave a meaningful impression. Postal believes in partnering with vendors that align with our core values. Every item sent from the Postal Marketplace supports a local or small business that makes a positive impact in our communities.
Investing in the Postal platform means you will gain access to thousands of items that you can easily and automatically send to prospects, customers, and employees to build stronger relationships. We have 300+ women-owned, minority-owned, LGBTQ owned, and family-owned small businesses that you can put your corporate dollars towards.
Vendors who offer gifts such as treats, flowers, electronics, gift cards and more, allow for customization so you can send the item with a message to multiple recipients, providing an interactive recipient experience. Sending items that provide a memorable unboxing experience for the recipient helps you stay top of mind and often leads to an eager follow-up.
When shopping the Postal Marketplace, you will be able to easily navigate products by filtering by location, price, and item type—enabling you to shop local based on the location of your recipient.
Once you choose the item you want to send to your recipient(s) from the marketplace, you can send it directly (if you know their mailing address), send it via gift email (where the recipient can provide their mailing address), or create a MagicLink. MagicLinks are unique links that allow your recipient(s) to redeem an item through channels like social media and in-person events then provide their contact information and mailing address.
Sending can also be automated with a Trigger. Triggers allow you to automatically send items based on predetermined steps, statuses, and stages you have configured in your sales and marketing tech stack. Postal integrates with most common CRM, Marketing Automation, and Sales Automation platforms.
Learn more about our send flow here.
Within our marketplace, we have both local and international retailers who are available to ship their products anywhere in the United States and beyond. Learn more about taking your go-to-market strategy global with our marketplace here.
If your contact doesn’t seem like the person who would accept gifts, we have Charitable eCards available as well. The recipient can donate to a local or national charity of their choice.
To add extra personalization, our Concierge team can source and manage curated, branded, specialty items and experiences. All custom items can be sent on-demand or warehoused by Postal's partner network. Surprise and delight customers, prospects, and employees with a branded gift box, engraved wine glass, and much more.
If you are a vendor looking to tap into the revenue opportunities of B2B markets, we would love to work with you.
Postal connects sales people and marketers from organizations looking to send something with a meaning behind the send. Customers want to shop from local, small, sustainable businesses that are looking to make the world a better place.
The Marketplace is powered by selected local and national vendors that share our vision of providing sustainably sourced products, admirable missions, and helping the world become a better place.
Are you Interested in offering your products in our marketplace? Click here and we will reach out! You will have access to sell your products to a national audience and no technical integration is required. Recipient information will be included via email and on the Postal Vendor App.
We have a simple onboarding process and shipping costs will be included in the pricing. No long term commitment is necessary and you’d have the ability to easily change products and variables.
Start driving more revenue while supporting local businesses
Imagine a Doordash or UberEats that companies can use at scale, across teams, to create more authentic connections and drive revenue. Get started with Postal today as a user or vendor to join the largest B2B corporate gifting ecosystem.
Lots of people see B2B as the older, cooler sibling to B2C. It has its life together and makes rational data-based decisions...As if. In the second Neuromarketing episode of B2B Growth, Erik speaks with Dr. Uma R. Karmarkar of UC San Diego and Dr. Ming Hsu of UC Berkeley about the science of decision-making in business. The trio talks about…How B2B hasn’t gotten the attention from the neuroscience industry it deserves, why people in groups make different decisions than individuals, and the power of the Price Placebo Effect B2C components that B2B should start applying, like integrated messaging.
In the final episode of our three part neuromarketing series on B2B Growth, Erik discuss how to leverage neuromarketing to improve your business. In the final episode of the series, he's joined by Dr. Moran Cerf, neuroscientist and associate professor at the Kellogg School of Management and the neuroscience program at Northwestern University. He's also the founder of ThinkAlike Laboratories, a neuromarketing firm which applies neuroscience research to better connect advertisers and consumers. They close out this series by discussing how to leverage neuromarketing in the modern age to improve business performance.
In this first episode of our latest Neuromarketing Series, our host, CEO, and Co-Founder, Erik Kostelnik, chats with Dr. Michael L. Platt about the basics of neuromarketing and how it affects B2B companies. Dr. Platt is the Director of the Wharton Neuroscience Initiative and a James S. Riepe Professor at the University of Pennsylvania. The two cover the power of neuromarketing in determining an ROI for marketing initiatives, why people often think about brands the same way they think about people, the ethics involved with combining neuroscience and business.
Join SwagUp's CEO, Michael Martocci, and Postal's VP of Alliances, Ben Jablow, for a chat on the new rules of experience marketing in the remote era. Get to know the vision behind Postal.io and how our platform is helping top companies scale meaningful interactions.
Watch Tara as she introduces the partnership between Postal and HubSpot. Learn how you can quickly integrate direct mail and gifting into workflows, adding an offline touchpoint to your sales and marketing strategy. Adding an offline touchpoint to your sales and marketing strategy can triple response rates and increase your number of meetings booked by 35%.
Watch Danielle as she introduces the partnership between Postal and SalesLoft. Learn how you can quickly integrate direct mail and gifting into cadences, adding an offline touchpoint to your sales strategy. Automating offline engagement to compliment digital workflows adds a level of personalization that prospects, leads, and customers will be astonished by.
Watch Shadi Majzoub, Head of Product at Postal, as he showcases Playbooks and how it can help you improve your sales engagement. Playbooks from Postal are an offline "drip campaign" that automates the sending of direct mail and gifts from Postal's Marketplace over a series of days.
Watch Shadi Majzoub, Head of Product at Postal, as he highlights Triggers and how it can help you improve the automation of direct mail and gifting in your sales and marketing workflows. Triggers from Postal are the easiest way to automate offline communication: when a criteria is met, like a click on an email CTA, you can save one of your approved Postals for automation.
Watch Erik Kostelnik, CEO of Postal, as he showcases Noms Bake Shop and how their cookies can be used as part of your sales and marketing strategies. Learn how you can leverage Noms to book more meetings, increase revenue, and improve customer retention.
Watch Jon Barcellos as he presents the partnership between Postal and SwagUp. See how easy and cost-effective it can be to leverage swag as part of your sales and marketing sequences. Now, you can stop worrying about maintaining a swag closet or making those time-consuming trips to the post office.
Wine, champagne, hard liquor, glass sets, and even cocktail kits are available in the Postal Marketplace! Every bottle or kit can be automated and triggered out of your sales or marketing automation software. Yep, sending wine just became as easy as sending an email. Sign-up for a free 15 day trial with Postal.io today to get started!
Are you curious about how to start using Postal to help you improve your response rate and to boost conversions?
Join Josh Blanc, Technical Account Manager at Postal, as he discusses why customer retention is critical for a business to succeed in today's trying times. Tune into this webinar where he will cover how gifting and direct mail can be leveraged with Postal's Playbook to foster stronger connections with your existing customers and increase the likelihood of contract renewals.
Do you want to maximize your offline engagement strategy by automating direct mail and gifts with triggers?
In this webinar we discuss best practices, tips, and tricks for planning your schedule for sending Postals for the holidays. He will go over the critical dates to be aware of, latest times to send Postals, and speak to why holiday gifting should be part of your demand generation plans. Sign up today and save your spot!
Do you want to better understand how to incorporate direct mail and gifting into your sales process? Let us show you different ways that you can easily implement a proven system that will help you succeed in sales.
Join Patricia DuChene, VP of Sales at Postal, for her webinar where she will take you through who is using direct mail and gifting, what techniques work best at each stage of the sales funnel, and how you can achieve better results from your sales efforts.
You will learn:
- How you can reduce your sales cycle and book more meetings
- Best practices for adding direct mail and gifting to your existing sales sequences
- Tips for creating authentic connections to help ensure customers renew their contracts
Are you curious about how to start using Postal to help you improve your response rate and to boost conversions?
Join Josh Blanc, Technical Account Manager at Postal, as he shows you how easy it is to set up your account and to send your first gift. While listening , you will have opportunities to ask questions and ensure you understand all the steps needed to effectively use Postal as part of your sales and marketing workflows.
Do you want to maximize your offline engagement strategy by automating direct mail and gifts with triggers?
Join Josh Blanc, Technical Account Manager at Postal, as he discusses how leveraging Triggers can allow marketing and sales teams to drive leads further down the funnel, increase response rates, and close more deals - all with the power of automation! During this webinar, he will provide insight into strategies you can use to create a scalable and efficient system that will compliment your existing digital automation tactics.
Join Postal SDR manager Katie Castillo and LeanData’s Marissa Harbath for a conversation on how go-to-market teams can break through the noise to create genuine connections with prospects. Ditch the cookie-cutter sales plays and leave with actionable takeaways you can apply to your campaigns, programs, and outreach to show prospects you care.
Would you like to learn how easy it is to use Postal to help your business leverage offline engagement?
Join Josh Blanc, Technical Account Manager, as he talks about everything you need to know to get started using Postal. During this webinar, he will walk you through how to set up your account, upload contacts, create direct mail designs, navigate through our gift marketplace, and how to create a campaign. You'll also learn how using Postal along with your existing digital strategy can boost your engagement and response rates. After attending you will be ready to start using direct mail and gifting to help you generate leads, increase sales, and improve customer retention.