e tion dina oor art 10 c f Marketing channels for P The importanco account based Plays The SDR Plays outlined above should also include marketing touches, often across a few key channels. Events Direct Mail Display advertising Owned events such as dinners and meetings Simple personal letters sent by post or high- With techniques like IP-lookup and retargeting, at third-party events are ideal for Account value, dimensional mail pieces are a great way account-targeted display ads can reach only Based Plays. to supplement the Play with tangible touches. the people inside target accounts. Just think of how many emails you get each Or hold a workshop for the whole buying team day, compared to how many packages show And sponsored posts on LinkedIn, Facebook, – at the customer’s offices or at yours. up on your desk. Snapchat and Twitter let your micro-target right down to the persona level. We’ve seen ABE teams send iPods pre-loaded Tip: with audio content, remote-control cars (where Use display ads to promote your account- you need to take a meeting to get the controller), specific content and messages, choosing Executive invitations should come from cases of wine, coffee gift cards… and simple, content on the issues that sync with your someone at the same level or higher; you are hand-written notes. It’s the resurgence of the play and persona. unlikely to get an executive to attend an event VITO (“very important top officer”) letter. just because an SDR reaches out to them Tip: Offers sent by mail are perceived as 24% more valuable than offers viewed only on a screen. U.K. Royal Mail, February 2015 88