s e s s e c o r M p B III 7 A t e r a h Human email in ABM P T Email is the lifeblood of traditional Instead of bombarding your targeted accounts, demand generation and it plays a ABM teams often remove their contacts from the Pro tip major role in ABM as well. broader lead-gen and generic nurture mailing Personalized, human emails sent on programs, so they can be treated in a more behalf of your executives can drive But in ABM, email is not a broadcast medium or the personalized way. response rates 10X or higher than cog in an automated campaign or nurture flow. It’s traditional marketing emails. Isn’t that a one-to-one human communications medium, ABM emails also tend to be text-based and from worth it for the key personas at your with each email carrying a distinct, personal specific individuals (often your executives), rather most important accounts? message to the prospect. than slick, HTML mails that signal ‘marketing’. While Marketing is often the department coordinating the Limits of automation process, ABM emails are individually personalized, Automation has transformed demand generation, reviewed, and approved by a human. While that but by definition, it provides scalability by removing takes additional effort, the strategic nature of ABM the human touch from the equation. This makes accounts makes it worth it — the risk of a top deep personalization impossible, and it can result in prospect opting out is just too high. accidents as well — every sales rep has a horror story of Marketing sending a promotional, generic email to a large deal they are about to close. Oops. Put simply, you cannot automate the human touch. 78