Marketing/Sales from the Heart: How to use Empathy to your Advantage

Kloc leads listeners through her high-level campaign strategy before digging into detailed examples of the tactile marketing kits Jellyvision developed for four targeted multichannel campaigns:

• For strategic accounts: A long-running, preparedness-themed campaign was aimed at 400+ strategic accounts.
• For the education vertical: The “Benefits Spirit Week” campaign reimagined ways to get individuals in human resources at 300+ schools and universities excited about benefits the same way people get excited about school sports.
• For the government vertical: This campaign, which penetrated a difficult market segment, targeted 400+ state and local government agencies and focused on the value proposition — emphasizing trust and privacy for government employees.
• For resale partners in the insurance vertical: For this pilot campaign, 100 existing partners received kits and messaging about being able to stay ahead of their competition.

Watch the session to find out what themed gifts were included in each of the kits, as well as the great results that came from each! As if that weren’t enough, Kloc also shares three key lessons she learned that can save you from stumbling into ABM pitfalls:

• Execution matters. Do you have the right processes and people in place?
• Value per dollar matters. Saving money is important, but are you cutting the wrong corners?
• Seasonal timing matters. Do you know the right time to connect with your audience?