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The Modern Guide to Experience Marketing

People are Harder than Ever to Reach

Regardless of your title or department, one thing has been made clear ever since the shift to virtual - people are harder than ever to reach.

Sales teams have been forced to add more touchpoints to their sequences, marketing teams have had to rethink events, onboarding teams have had to navigate Zoom fatigue, and people ops have been challenged with virtually maintaining a strong company culture.

The B2B industry has always been a landscape where connecting with another person defines performance. Whether that’s to drive revenue, boost productivity, adopt usage, or get noticed, each department has very important metrics tied to each. However, the traditional omnichannel approach is table stakes and everyone is burnt digitally.

How do organizations small to large, efficiently maintain personal connectivity and break through the noise while proving ROI? This is where Experience Marketing becomes a critical component to every organization’s playbook. Here’s an example.

Let us give you a taste of Experience Marketing first-hand:

Click here to accept a note from our CEO to your mailbox on why this channel matters.

Chances are this stood out more than the average line of text.

Kyle Lacy, the CMO at Lessonly, recently said: “The future of marketing isn't full funnel. The future of marketing is experience first, no matter the use case.”

ull-funnel marketing and sales tactics will never go away - they’re baked into the pillars of every organization. However, sales and marketing trends hint at the importance of having a system to manage meaningful, measurable interactions.

What is Experience Marketing?

Experience Marketing is a channel of communication that consists of memorable interactions ranging from events, gifts, direct mail, or any experience that creates a more personal connection between people.

Examples would be sending a handwritten Thank You note, a virtual sushi making class, offering a desk plant in exchange for a meeting, etc. Any action or event that is intended to leave a lasting impression with someone, whether that’s a colleague, customer, prospect, lead, or employee.

Another thing you should note—there’s no explicit answer as to how much you should be using Experience Marketing. There’s a wide range of use cases and benefits. Depending on your position, anyone would probably say they could do a better job of creating more impactful moments with others in their profession. Yet no matter your objectives, integrating Experience Marketing into your processes is advantageous and has never been easier.

Demand Gen - Create Experiences that Drive Interest

Demand generation in this day and age is more like demand redirection than anything. People already know what they’re interested in, marketing teams just have to be incredibly efficient at redirecting interest to their solution.

Here are a few ways you can use Experience Marketing to get quick wins on your email marketing, landing page conversion rate, and expand your organic reach on social media.

Boost cold email open rates to 50% and click-through-rates to 10% with MagicLink

Traditionally, a solid email open rate would be somewhere between 20 and 30%. A good click-through rate would be around 2.5%. We’ve found that eGifting can dramatically increase these numbers to around 50% open rates and 10% click-through rates. While this may not come off as surprising, it is worthwhile to note most organizations are still manually gifting and have no insight into the ROI. There’s no way to track if the item was received or attribute it to any deal.

That’s why MagicLink from Postal is a Demand Gen manager’s dream. The gifting process is as easy as: Choose Item, Select Budget, then Copy and Paste. Above all, you can report on the ROI impact each item has, and actually see when a lead converts into a sale.

You may be thinking, “Well, no duh emails perform better when you offer someone a gift, what’s the actual ROI of that?” To measure ROI, you’d first have to look at how much you’re spending.

That’s the beauty of MagicLink — you only pay for the items that people accept. You can even use our benchmarked 10% acceptance / click-through rate to predict how much budget you will spend on sending a MagicLink to a certain email list. For instance, with a list of 1,000 people, you can expect about 100-150 to accept your gift (this is assuming the value of your gift is in the $20-30 range, if you’re sending something like AirPods, more people will naturally accept).

Sure, the improved email metrics sound nice, but we’ve seen qualified pipeline increase 20x when using MagicLink internally here at Postal. We were even able to create over a quarter of a million dollars in pipeline by leveraging MagicLink to generate sign-ups for a virtual event. Not to mention, the impression that offering a gift leaves at the top of the funnel gives the sales team a much easier entry to conversion and makes them better at their job.

Getting in front of people via email marketing doesn’t have to involve fancy copy and subject lines—and offering $5 Starbucks gift cards won’t cut it anymore. You’d be surprised how many more eyes you’ll catch by offering an item from a local vendor. With the Postal Marketplace, you have access to hundreds of unique, specially curated items, giving you a much better chance to create a personal connection with someone.

Incentivize downloads with eGifting to achieve 60% page conversion rates

We ran an experiment that compared the ROI of small scale PPC advertising versus eGifting. You can read more about it here but the main question was this: Will paying people $10 to download our eBook have a better ROI than using PPC advertising to download the same eBook?

Long story short, we found that eGifting via organic social media and email marketing yielded a 60% on-page conversion rate to download the eBook as opposed to PPC advertising’s 0.24% conversion rate. Furthermore, the pipeline created from the eGifting 3x’d that of PPC advertising. Like your email marketing metrics, your landing page conversion rates can be dramatically lifted by integrating offline components.

Get more organic reach on social media

Many B2B marketers know that LinkedIn’s algorithm has become more and more finicky to get organic impressions. Incentivize the sharing of your post with Postal MagicLink to reach the masses!

Here’s how you can double the organic reach of a social post: First, create your post and publish to LinkedIn. Let it do it’s thing for a day or so and get as many employees to share as possible.

Then, send an email blast to your corporate marketing list offering an item from the Postal Marketplace in exchange for sharing the post on LinkedIn. Link directly to your post in the email and have a clear call-to-action. Lastly, reward those who shared by DMing them a MagicLink with their item!

Download our eBook to get some more ideas of how demand generation teams can use Experience Marketing to supercharge their top of funnel strategy.

Field Marketing - Drive More Qualified Leads

How can small marketing teams extend the reach of their field marketing programs? Experience Marketing Platforms such as Postal go far beyond the realm of eGifting to create lasting impressions with others. For example, virtual events that people actually want to attend or sending handwritten Thank You notes.

Host experiences that drive attendance and engagement

Ever since the pivot to virtual, zoom fatigue has made it increasingly difficult to host virtual events that drive attendance and are actually fun. Additionally, most field marketers have a limited bandwidth in terms of budget and planning such experiences.

To stand out, teams must be hosting experiences that people are motivated to attend. Monotone webinars that come straight from a slide deck won’t get the same engagement like they used to. Yet planning an exciting event can take too much time. This is where curated experiences provided in a marketplace can be such an extension for smaller field marketing teams.

The attendance numbers of hosting such experiences can be colossal. Instead of rejoicing over 100 sign-ups, these events can drive upwards of 1000! In fact, the first one we ever hosted yielded 1200 sign-ups and drove a 50% attendance rate (a good industry average for public events is about a 35% attendance rate). You can read more about how we pulled that off here.

Send handwritten notes following an experience or interaction

Another easy way Experience Marketing can warm up leads at the top of your funnel is engaging via handwritten letters. Following an event, leading up to an event, or just thanking someone after a nice conversation with a handwritten thank you note creates an unparalleled sense of appreciation for the recipient.

Experience Marketing enables teams to scale meaningful interactions with leads at the top of the funnel to create a smoother hand-off to the sales team or simply establish more trust in your brand.

Account-Based Marketing - Memorable Moments Made Easy

Account-based marketing, account-based sales, hyper-personalization...whatever your organization calls it, the humanizing element ties everything together. Marketers all have goals that revolve around driving revenue, so it’s mandatory to make the most out of a budget. Here’s some ways you can incorporate Experience Marketing into your account-based programs.

Effortless hyper-personalization — eGifting that will knock your socks off

Personalization and automation are like two polar opposite magnets acting against each other. You simply can’t have both working together. However, with Experience Marketing solutions, eGifting tools help to scale personal relationships with others.

The days of manually sourcing a gift then dealing with logistics to send to a certain someone are over — tools such as Postal MagicLink make gifting as easy as: select item, create, copy and paste.

Automate the sending of items from your trusted marketing technology Postal Triggers enable you to create steps within your workflows, sequences, cadences, or whatever marketing automation you use. These steps can trigger the sending of certain items based on whatever criteria you choose - for instance, when a lead reaches a certain score or hits a pricing page, Trigger the sending of some coffee to create a warm introduction.

Here are some other ideas of items you can trigger to create more authentic connections at the top of the funnel.

  • A candle to reference how your solution will light up your lead’s world
  • A customized brochure
  • eCards to provide lunch for your recipient
  • Flowers or a box of chocolate around the holidays

Get the most bang out of your budget - only pay for what people accept

One of the best parts about sending items through Experience Marketing platforms is you only pay for the items that people accept. By providing the option to accept or deny an offer, you will get far more mileage out of your budget than sending to everyone on your lead list at once.

Sales - Close More Deals, Increase Sales Velocity

Sales teams can use Experience Marketing to hit their numbers as well. We’ve seen sales metrics improve everywhere from close rate to deal velocity. Sales engagement platforms alone are great, but don’t provide a way to manage all experience-based interactions with prospects such as gifts and events.

Increase close rate by 30%

By offering personalized boxes of Noms cookies to prospects, Broadly was able to increase their close rate by a whopping 30%. You can read their case study here! Re-engage with leads that have gone cold or ghosted you Integrating Experience Marketing into your sequences to re-engage with prospects who have gone cold can be a great way to increase win rate and accelerate your deal velocity. Depending on deal size and key stakeholders, choose items from the Postal Marketplace accordingly.

Here are some other great ideas on items to send to leads who have gone cold:

  • A bottle of wine with a friendly introduction letter
  • A wellness care package wishing them good health and best regards
  • A seasonal gift such as a Mothers/Fathers Day treat or any other relevant holiday
  • Cocktail kits

Customer Experience - Empower Customers, Establish Loyalty

Increasing customer retention rates by 5% leads to a 25-95% profit increase. Customers shouldn't be seen as a source of revenue but rather a network of mutually beneficial relationships. Here’s how Experience Marketing can enhance brand loyalty and create better connections with your customers.

Fully-automated retention campaigns

Playbooks from Postal are a way to automate the sending of items from the Postal Marketplace over a certain period of time. For instance, you can create an onboarding Playbook that automatically sends a handwritten note, followed a few days later by a bottle of liquor, and then a wellness care package near the end of their contract.

The options for customer engagement Playbooks are endless. Create onboarding playbooks for an unforgettable welcoming experience to your brand, or create retention Playbooks that send items over the course of the lifetime of a customer to increase chances of renewal.

Establish brand loyalty by hosting an unforgettable experience

One of the most important components to brand loyalty is trust. Trust is generally facilitated by meaningful, genuine interactions. Experience Marketing can impact brand loyalty in a number of ways: whether that’s a personalized note, gift, or maybe a custom virtual event. Treat your customers with something special such as:

  • A canvas and cold brew tasting event
  • Sweet treats such as chocolate from Obrigaderia or Simply Chocolate

People Ops - Build an Amazing Remote Company Culture

Human resource departments may have had to make the biggest pivots since the shift to remote work. To maintain a strong company culture and stay connected with a virtual workforce, Experience Marketing can be a great way to bring people together and boost productivity.

Boost productivity, drive more revenue

Working from home isn’t always the most productive work environment. Factor in kids, puppies, and other pets — the distractions add up and often impact performance. To keep your team focused on their objectives, rewarding employees will boost morale and drive more revenue. Read here how Nextiny increased their productivity by 5% to drive 33% more revenue.

Congratulate milestones, Welcome new hires, Recruit top talent

Company culture is defined by the people. Happy people mean better company culture. Here are a few ways you can leverage Experience Marketing and spread joy throughout your organization:

  • Put together customized branded swag pack ready to send to welcome new hires
  • Have top candidates in your hiring funnel that are obviously looking at other opportunities? Motivate them to continue the conversation with your company by offering up a gift!
  • Motivate your sales or marketing team by hosting internal contests that align with their goals — some friendly competition can go a long way

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