Your marketing orchestration playbook (cont’d) “ Of all the channels for getting content to prospects, salespeople Spam is in the eye of the beholder personally targeted and relevant as possible and are still the best.” ABM is all about personal communication to only mail the people who should really that delivers relevant content. That’s the opposite be receiving — and want to receive — any Johan Sundstrand, of spam. given message. VP Sales, Jabmo But in any outbound program, you’re going to One goal in ABM, then, is to get opt-in for future have to reach out to people who haven’t yet emails. SDRs can use other channels to do this reached out to you. Generally, it’s considered — from calling, to events and mail — by simply okay for an SDR to send a 1-to-1 email from a asking permission to send relevant emails on personal account. But even this can be seen as issues that matter to the prospect. spammy if it’s essentially a broadcast message under the guise of personal outreach. Keep the emails specific and targeted to the individual. And refrain from the mass Since spam is in the eye of the beholder, the rule techniques that (rightly) trip the spam alarms. of thumb must be to keep your messages as 97