Now that ABM is such a large focus for many marketers, how are you operationally emailing everyone effectively at a single company?

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Re: Now that ABM is such a large focus for many marketers, how are you effectively emailing everyone at a single company (in lieu of any automated staggering of sends)?

Great discussion Dan and it's very common practice for corporate SPAM systems to trip when you're sending bulk messages (i.e. webinar invites, newsletters, etc.) to multiple people within the same account / domain.  I've seen some systems be as aggressive as 3 or more email contacts and then they drop the rest of them. They also don't tell the delivering system so it looks like they've been delivered.  One approach is assigning a random number to each contact within an account and segmenting your lists based on the number, which can definitely help, but can be incredibly time consuming and error prone.  You can also automate this - that's actually what our company does with it's send time optimization product.  Reach out off-line if your interested and I can send you some more details (mike@theseventhsense.com).

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Level 10 - Community Moderator

Re: Now that ABM is such a large focus for many marketers, how are you effectively emailing everyone at a single company (in lieu of any automated staggering of sends)?

Assigning each contact within an account to a random bucket is error-prone? Howzzat? It either works or it doesn't.

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Re: Now that ABM is such a large focus for many marketers, how are you effectively emailing everyone at a single company (in lieu of any automated staggering of sends)?

Sorry, I should have clarified a bit more.  I meant to say that all of the extra steps to accomplish this process can make it more error prone for the person setting it up.

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Level 10 - Champion Alumni

Re: Now that ABM is such a large focus for many marketers, how are you effectively emailing everyone at a single company (in lieu of any automated staggering of sends)?

I wrote about having an ABM manager embedded with sales or working closely with them.

Yes, this level of detail is prone to errors. Try to have someone QA everything.