Plays
Direct mail plays that work in B2B
Direct mail works in B2B when it is part of a play: a clear trigger, a send chosen for the person, a follow-up timed to delivery, and a way to measure what happened. These are the five plays revenue teams run most, with the option best suited to each.
Last reviewed
| Play | Goal | Run it when | Best suited |
|---|---|---|---|
| Account-based marketing (ABM) | Open a conversation with named buyers at target accounts that aren't answering email. | An account enters a target tier, shows intent in your ABM platform, or is assigned to a rep for outbound. | Sendoso |
| Pipeline-stall | Restart a deal that has gone quiet after a demo or proposal. | An open opportunity has had no meeting or reply for longer than your usual stage time. | Sendoso |
| Event follow-up | Turn booth visits, dinners and webinar attendance into meetings while the event is still fresh. | An attendee is scanned, attends a session or a dinner, or registers but doesn't show. | Sendoso |
| Renewal | Show customers they matter before the renewal conversation, and protect at-risk accounts. | A set number of days before renewal, or a drop in a customer health score. | Sendoso |
| Expansion | Open conversations with new teams or buyers at an existing customer. | A customer hits a usage milestone, a new department shows interest, or a champion moves to a new role. | Sendoso |
Account-based marketing (ABM) play
Goal: Open a conversation with named buyers at target accounts that aren't answering email. Trigger: An account enters a target tier, shows intent in your ABM platform, or is assigned to a rep for outbound. Owner: ABM or demand gen lead, with the account's rep.
What to send
- A gift chosen for the buyer's role or a known interest, with a handwritten note that names a problem you can help with.
- For a buying group, related sends to two or three people at the same account, each with its own note.
- An eGift as a lighter first touch where a physical address can't be confirmed.
Best suited: Sendoso
ABM needs a send to reach a named buyer wherever they work and to show in the same tools as the account. Sendoso confirms addresses before items ship, connects to 6sense, Demandbase and Salesforce, and handles gifts, notes and eGifts in one place.
Also works: In-house sending, for a pilot of a few accounts before you commit to a platform.
Pipeline-stall play
Goal: Restart a deal that has gone quiet after a demo or proposal. Trigger: An open opportunity has had no meeting or reply for longer than your usual stage time. Owner: Account executive, with sales leadership approving budget.
What to send
- Something useful to the champion that refers back to the last conversation: a book on the problem you discussed, or a small gift with a note.
- A send to a new stakeholder the champion named, to widen the deal.
Best suited: Sendoso
The send has to be triggered from the deal and logged against it. Sendoso integrates with Salesforce and Outreach, so reps send from where they work and the send shows on the opportunity.
The full pipeline-stall play: steps, measurement and pitfalls
Event follow-up play
Goal: Turn booth visits, dinners and webinar attendance into meetings while the event is still fresh. Trigger: An attendee is scanned, attends a session or a dinner, or registers but doesn't show. Owner: Field or event marketing, with SDRs following up.
What to send
- An eGift or a small gift with a note that refers to what the person saw or said at the event.
- For no-shows, the content they missed with a short note.
- Branded kits only where brand presence is the goal, such as a virtual event's attendee box.
Best suited: Sendoso
Speed and logging decide this play. Sendoso offers eGifts, which need no shipping, as well as physical gifts and notes, and connects to Marketo and Salesforce so the send sits on the event campaign.
Also works: Swag marketplaces, for pre-event attendee kits where branded merch is the point.
The full event follow-up play: steps, measurement and pitfalls
Renewal play
Goal: Show customers they matter before the renewal conversation, and protect at-risk accounts. Trigger: A set number of days before renewal, or a drop in a customer health score. Owner: Customer success manager.
What to send
- A thank-you gift with a handwritten note naming what the customer achieved with your product.
- For at-risk accounts, a note from an executive with an offer to meet.
Best suited: Sendoso
Customer success teams need sends triggered on a date or score and logged on the account. Sendoso serves customer success teams as well as sales and marketing, with handwritten notes and gifts from the same platform.
Expansion play
Goal: Open conversations with new teams or buyers at an existing customer. Trigger: A customer hits a usage milestone, a new department shows interest, or a champion moves to a new role. Owner: Account manager, with marketing for multi-team campaigns.
What to send
- A gift to the champion celebrating a milestone, with a note asking for an introduction.
- A send to the leader of a team that isn't using your product yet, referencing a peer team's results.
- A congratulations gift when a champion joins a new company: often the warmest new-logo lead you have.
Best suited: Sendoso
Expansion sends go to people whose addresses change (new roles, new companies), so confirming the address before shipping matters. Sendoso does that and logs the send in Salesforce.