Come gestire campagne ABM di successo utilizzando i premi?

As sales leaders or demand generation managers, running successful ABM campaigns using gifts and rewards might be a daunting task. But not until you have read this blog till the end. 

Vi siete mai trovati a porvi una delle seguenti domande: 

• Come posso dare premi ai miei clienti senza farli sembrare transazionali? Ma voglio comunque qualcosa in cambio. 
• Che tipo di ricompensa devo dare ai diversi stakeholder? 
• Come gestire campagne ABM di successo? 
• Come massimizzare il ROI delle campagne ABM? 

There are two common reasons for rewards and gifting fail in account based marketing campaigns. Either customer don't see enough value in participating. Or the campaign creators can't decide how much to park to run the rewarding campaigns. 

By the end of this blog, you’ll learn how to choose the right rewards, craft the right messaging, integrate gifting into ABM campaigns, and measure ROI effectively. 

How can rewards increase ROI of ABM campaigns? 

Il marketing ABM one-to-one richiede di guardare prima di saltare quando si ha a che fare con i C-suite o i decisori chiave delle aziende. Un piccolo errore potrebbe trasformare la gioia del vostro cliente target in una delusione. 

Not only this but sending thoughtful digital gifts and rewards can also help increase the ROI of your ABM campaigns by encouraging people to take favorable action or give a positive reaction. 

Come? La risposta è "reciprocità". 

How does reciprocity work? 

Le persone si sentono obbligate a fare qualcosa per voi quando voi avete fatto qualcosa per loro. Questo si chiama principio di reciprocità.  

Il principio di reciprocità è un concetto fondamentale della psicologia interpersonale. Questo concetto spiega l'impulso e il desiderio umano di restituire qualcosa quando si riceve qualcosa. Questo desiderio si amplifica quando un dono viene fatto senza aspettarsi nulla in cambio. 

Gli esperti di marketing utilizzano questo principio di reciprocità a proprio vantaggio nelle loro strategie di marketing. 

Benefits of rewards in increasing ROI of ABM campaigns 

Vediamo ora come i premi, in particolare quelli digitali, possono indurre comportamenti positivi da parte di un pubblico mirato e aiutare a gestire campagne ABM di maggior successo. 

1. I premi digitali aumentano i tassi di risposta 

Consideriamo tre scenari. Supponiamo che stiate cercando di ottenere: 

• Scenario #1: More attendees for your webinar. 
• Scenario #2: More leads from email marketing. 
• Scenario #3: More conversations with key decision-makers at your target account. 

Come si può catturare l'attenzione del pubblico e indurlo a rispondere? 

By sending them digital rewards. 

Given the flexibility of choice and the element of reciprocity in it, digital rewards have the power to increase the response rates in all three scenarios mentioned above. 

Let’s face it—you can't play a guessing game for your target accounts. Interestingly, our clients have witnessed a high response rate with the use of digital rewards in their ABM campaigns. 

Ecco alcuni altri motivi che rendono i premi digitali più efficaci: 

• Gratificazione istantanea 
• Copertura globale 
• Nessuna possibilità di smarrimento 
• Facile da scalare 
• Lower risk of misuse or scam 
• Facile abilitare/disabilitare le diverse offerte 
• Comodo per tracciare il comportamento dei clienti 
• Dati di riscatto in tempo reale 

2. I premi digitali aumentano le conversazioni 

The probability of a person accepting a meeting request is high when you have a reward element attached to it. 

For instance, if landing key meetings is a primary goal of your ABM campaigns, you may have a great landing page and message—but without reciprocity, it may still fall flat. 

Use rewards to create hyper-personalized experiences using digital gifts. Invite decision-makers to a Q&A dinner over Skype, paired with a meal of their choice via UberEats gift cards. 

3. I premi digitali consentono di risparmiare sui costi aziendali 

Digital rewards offer a low-cost, low-effort way to target accounts. Sales leaders often see better responses when requests are paired with a gift—even if it’s not redeemed. 

The best part? With platforms like Xoxoday Plum, you only pay for rewards that are actually redeemed, helping you save on unclaimed ones while still driving engagement. 

However, it’s essential to track redemptions. Are they delivering the desired results? Are recipients engaging? 

Many businesses still struggle to make rewards meaningful, often because they don’t choose the right gifts for the right people at the right time. The good news? You can avoid this mistake by reading on. 

Ma potete schivare questo proiettile leggendo più avanti. 

Rewarding right: What gifts to choose for your ABM campaigns? 

Choosing the right ABM gifts is a balancing act—too generous and you risk overspending, too modest and you fail to capture buyer interest. 

Scegliete un importo adeguato per i premi digitali 

Trovare l'importo migliore per incrementare l'engagement, pur rimanendo nel budget, può essere una sfida. Tuttavia, se offrite ricompense digitali con maggiore frequenza, potrete sperimentare diversi importi fino a trovare il punto giusto. 

Ecco alcuni punti cruciali da considerare per determinare il valore appropriato dei premi digitali: 

• Time commitment associated with in-exchange of the digital reward. 
• The persona of the accounts you are trying to attract. 
• Type of reward into consideration. 
• Your total allocated ABM budget. 
• Ease of redemption. 

Una volta deciso l'importo giusto per il buono regalo, il passo successivo è rendere la ricompensa più personalizzata e di valore in base alle richieste del vostro personaggio. 

When it comes to choosing rewards for your ABM campaigns, here are a few important questions to ask yourself: 

• A quali stakeholder bisogna rivolgersi? 
• Come dovrebbero essere incentivate le parti interessate? 
• Qual è il potere d'acquisto del vostro gruppo target? 
• Qual è il modello di acquisto del vostro gruppo target? 
• What do your target accounts care/don't care about? 
• Quanto è importante un determinato account/persona per la vostra attività? 

Dopo aver stilato un elenco completo sulla base delle domande di cui sopra, potrete restringere le opzioni di ricompensa digitale solo a quelle pertinenti. 

Esempi di ricompense digitali per l'ABM one-to-one 

CRMs that Plum can integrate with 

Plum offers seamless integrations with top CRMs to help you send and manage rewards at scale. This ensures consistent cross-channel engagement, builds trust, and enhances campaign impact—without needing your teams to learn new tools. 

Our reward system integrates with seven major CRMs, enabling effortless distribution and automation: 

HubSpot 
Plum integrates with HubSpot Marketing Hub to automate personalized rewards like gift cards and incentives, boosting campaign response rates. 

• Email-based reward automation: Insert unique reward links into emails using personalization tokens, with limits on timing, quantity, and repetition. 

• Workflow Triggers: Trigger rewards automatically when prospects complete actions like demos, making your ABM campaigns more impactful. 

Zoho CRM 
Plum + Zoho helps you drive behaviors across prospects, customers, and partners—boosting sales and deal closures. 

• One-to-one rewards: Send tailored rewards during key sales cycle moments or re-engage prospects at agreed times using Zoho's contact timeline. 

• Easy Customization: Choose rewards, adjust amounts, and personalize the message—all from your CRM interface. 

Salesforce 

While Salesforce helps you engage with your leads, integrating it with Xoxoday Plum can add value. It allows your sales team to surprise prospects and customers with fun giveaways and rewards from the workflow. 

• Single-click integration: Enjoy a simplified UX by seamlessly connecting our gift engine with Salesforce CRM in just a click without any software installation. Set up customized triggers and automated workflows for your marketing campaigns to send timely rewards. Delight your potential customers and chauffeur them down the funnel faster to close more deals. 
• Global-rich rewards catalog: Our e-gift catalog is global, comprehensive, and ever-expanding. It features 21000+ reward options from 4000+ brands across 20+ categories to meet your business gifting needs. With 50+ currencies and 12 languages, our integration lets you transcend geographical boundaries and delight prospects with localized offerings in a single tap. 
• On-demand or automated rewards:  

Create reward workflows to send on-demand or automated rewards from your existing marketing campaigns. Set up specific triggers to send reward links based on prospect actions. Delight them with digital gifts when they book meetings, request a product demo, attend a webinar, refer a new customer, or close a deal. 

• Track reward campaign ROI: View detailed data reports from our comprehensive dashboard to track the delivery status and the rewards redeemed by your prospects in real time. Download them as reports to get a bird's eye view into meaningful insights to make data-driven decisions for your business every time. 

Freshworks CRM 

Easily launch and manage reward and gifting campaigns directly through automated workflows, ensuring seamless delivery at the right customer touchpoints. Monitor campaign performance, analyze engagement metrics, and make informed decisions—all within the Freshworks CRM platform. 

Outreach 

Add a personal and meaningful touch to your prospecting efforts by enabling your teams to seamlessly select and send curated items or gifts directly from within the Outreach platform, enhancing engagement and building stronger connections with prospects. 

Pipeliner CRM 

Send personalized rewards and e-gifts directly from your CRM's contacts and leads modules and track the effectiveness of each campaign using comprehensive ROI dashboards that provide measurable insights into performance. 

Campagna attiva 

At any step of workflow for sales management, lead nurturing, and enablement, Plum seamlessly integrates with ActiveCampaign. This integration helps you engage your audience using delightful rewards with custom workflows. This makes the entire process of sending rewards and redemptions hassle-free. 

How to write an email when sending gifts to your ABM audience? 

Choosing the right reward is one thing—crafting the right message is another. The most common question? “What’s the best message to send with a digital reward?” Your message shouldn’t feel transactional. Instead, show empathy, care and genuine appreciation.  

Let recipients pick their own gift card to show that you value them as individuals. Many ABM campaigns use email as the primary channel, with gifting as a key attention-grabber. 

To make it work, pair a compelling subject line (under 45 characters) with a warm, human message. 

Se avete bisogno che i clienti target prestino attenzione alle vostre intenzioni, ecco a cosa dovreste attenervi: 

• Un'ottima frase d'apertura e un oggetto che spinga all'urgenza 
• Un messaggio significativo e un contenuto di tipo "how-to 
• Il vostro briefing di intenti, più un voucher gratuito per un incontro individuale 
• CTA cliccabile 

Here  are a few sample examples: 

Caso d'uso n. 1: Atterraggio di una riunione virtuale 

Caso d'uso n. 2: Reinserimento di un lead perduto 

Caso d'uso #3: Invito a un webinar 

Caso d'uso n. 4: attivazione post webinar 

Caso d'uso n. 5: Iscrizione a una demo gratuita del prodotto 

Caso d'uso n. 6: Rafforzare le relazioni durante le occasioni speciali 

Caso d'uso #7: deliziare i clienti potenziali in occasione dei loro compleanni 

How to measure ABM campaigns the right way? 

So you've been actively pursuing accounts using ABM campaigns. Your marketing and sales teams have worked together carefully customized messaging and emailed content to target accounts. 

Se vi state chiedendo dove stiamo andando a parare, queste metriche vi diranno cosa misurare nelle campagne ABM: 

To track your campaign’s success, here’s what to measure: 

1. Overall engagement rate 
   ABM aims to boost engagement within target accounts. If engagement is low, review your outreach and content—ensure it aligns with your persona’s pain points and business fit. 
2. Redemption report 
   Talking about engagement, Plum's redemption report is a great way to check your prospect's activity with respect to your digital rewards. 

Questi rapporti consentono di visualizzare lo stato dei premi e dati quali la data della fattura, l'importo, la nota della fattura, il saldo e i commenti. È inoltre possibile esaminare la cronologia dei riscatti dei destinatari. 

3. Sales cycle length 
   ABM shortens the sales cycle by reducing the awareness and research phase. Monitor how long it takes to convert leads to measure effectiveness. 
4. Customer retention 
   ABM isn't just for acquiring new customers. It also strengthens retention, upselling, and cross-selling.  If you haven't previously assessed customer retention for ABM initiatives, net promoter score measurement tools like SurveySparrow use precise metrics to provide insights into the health of your campaign.  
5. Return on investment (ROI) 
   As with any campaign, check if your returns outweigh the investment. Regularly refine your strategy to improve ROI and drive greater value. 

How Freshworks booked more meetings with potential customers with Xoxoday Plum 

Freshworks Inc., a leading SaaS platform, became the first Indian SaaS company listed on NASDAQ. 

Sfide 

• Distributing physical gifts globally during the pandemic was tough. 
• Incentivizing ABM and referral campaigns was complex and costly. 
• Currency conversions were time-consuming. 
• Bulk gift-sending with personalized emails was slow. 

Solution 
Freshworks used Xoxoday Plum’s rewards platform with Zapier integration to automate and streamline their global reward programs. 

Approccio 

• Used Xoxo Codes and Xoxo Links to deliver digital vouchers. 
• Automated referral programs globally. 
• Hosted virtual coffee meetings with prospects. 
• Sent digital gifts to speakers and attendees—no vendors required. 

Risultati 

• Sent $5000+ in vouchers with just a few clicks. 
• Distributed 500+ rewards globally. 
• Boosted brand awareness and meeting bookings. 
• Enabled instant redemption without currency hassles. 

What’s Next 
Freshworks plans to: 

1. Host virtual lunches with experience-based gift options. 
2. Reward staff for driving event registrations. 

Supercharge your ABM campaigns with the right reward partner  

To drive success with account-based marketing campaigns—whether you're hosting incentivized webinars, re-engaging lost leads, or building viral referral programs—you need more than a strategy. You need the right reward partner. 

An ideal partner helps you: 

• Reduce the admin effort behind gifting. 
• Offer meaningful rewards—like travel, dining, subscriptions, or even charity donations. 
• Ensure effortless redemption for your prospects and clients. 

At the same time, ABM today demands a hyper-personalized, human-first approach. Digital rewards bring this to life by turning cold outreach into warm, thoughtful interactions. They add emotional value to campaigns, motivate recipients, and open doors to lasting business relationships—even when the first meeting doesn’t result in an immediate win. 

From global digital gifting to seamless integrations, Xoxoday Plum makes it easy to surprise and delight decision-makers at every stage of your ABM funnel. 

Explore Xoxoday Plum today and elevate your ABM campaigns with the power of rewards.