If you’re running account-based marketing (ABM), sending gifts can cut through the noise—if you do it right. But most corporate gifting is lazy and forgettable. This guide is for marketers and sales teams who use Reachdesk and actually want to see results. We’ll cover what to personalize, what’s a waste of effort, and how to make sure your gifts don’t end up in the office kitchen free-for-all.
Why Personalization Makes (or Breaks) ABM Gifting
Let’s be real: generic mugs and branded pens don’t move the needle. If you’re spending money on ABM gifts, you want the recipient to say, “Wow, this person actually gets me.” That’s where personalization comes in. It’s about relevance, not just slapping a first name on a box.
But you don’t have to go overboard. There’s a sweet spot between “completely forgettable” and “creepy stalker.” This guide is about finding that line and walking it well.
Step 1: Know Your Recipient—But Don’t Overthink It
Start with what actually matters to them. Here’s what’s worth your time:
- Role and priorities: What’s this person’s day-to-day pain? Is it hiring? Scaling tech? Budget cuts?
- Company news: Did their company just raise a round, launch a product, or go through layoffs? Context matters.
- LinkedIn activity: People usually advertise their interests and values here. Recent posts or articles can give you a hook.
- Location and culture: Sending BBQ sauce to a vegan in Brooklyn? Not great. Cookies to a UK office? Sure, but check for local favorites.
Skip: - Deep-diving into personal social media unless they’re a public figure or have made interests very public. - Trying to find out someone’s favorite color or pet’s name. You’re not their best friend.
Pro Tip: If you can’t find anything truly relevant, fall back on company culture or a recent press release. It’s better than sending something random.
Step 2: Pick a Gift That Passes the “Would I Want This?” Test
Reachdesk offers a lot of options: snacks, local treats, branded swag, gift cards, experiences, charity donations, and more. Here’s how to pick:
What Works
- Something they’ll actually use. High-quality snacks, nice coffee, or a well-chosen gadget beats random merch every time.
- Local or themed gifts. Regional treats or items tied to their city or country show you did your homework.
- Charity donations. Great for contacts who don’t want “stuff” or for companies with a social focus.
- Digital gifts. E-gift cards or online experiences are safe, easy, and avoid shipping headaches.
What to Avoid
- Overly branded items. Unless you’re Nike, nobody wants your company’s logo on their desk.
- Cheap fillers. Don’t send stress balls, keychains, or things that scream “trade show swag.”
- Alcohol. It’s risky: legal restrictions, company policies, and personal preferences all get in the way.
Pro Tip
Before you send, ask: “If this showed up for me, would I use it—or toss it in a drawer?”
Step 3: Personalize the Message, Not Just the Gift
The gift is only half the story. Your note or message is where you can really stand out.
What to do:
- Reference something specific. Mention a recent webinar they hosted, a company milestone, or a shared interest.
- Keep it short and human. No one wants to read a paragraph of sales copy. One or two lines is fine.
- Tie it back to your value. Connect the gift to the problem you solve (“Thought you could use some energy snacks for those long onboarding days…”).
What not to do:
- Don’t use a generic “Thanks for connecting!” template.
- Don’t make it all about you (“We’re excited to tell you about our solution…”). This isn’t a sales pitch.
Examples:
- “Saw your post about scaling remote teams—hope this coffee helps fuel the next sprint.”
- “Congrats on the new product launch! Here’s to celebrating with something sweet.”
- “I noticed Acme Inc. is big on sustainability—so I picked a gift that gives back.”
Step 4: Use Reachdesk Features—But Don’t Rely on Automation Alone
Reachdesk’s automation and integrations are useful, but a fully automated campaign will always feel…well, automated. Use the tools to save time, not to cut corners.
Best uses:
- Triggers for key moments: Like after a demo, contract signing, or event.
- Bulk sends with light personalization: For multi-contact campaigns, personalize at the segment or team level.
- Data hygiene: Make sure names, addresses, and preferences are up to date in your CRM.
What to avoid:
- Relying on templates for messages without editing them.
- Sending the exact same thing to dozens of people at the same company.
- Forgetting to check shipping addresses (people move, work remote, etc.).
Pro Tip: Set aside 10 minutes per week to review and tweak your Reachdesk sends. It’s worth it.
Step 5: Track What Works (and Drop What Doesn’t)
Most people skip this, but it’s the only way to get better.
How to do it:
- Monitor response rates: Are people replying, booking meetings, or even just saying thanks?
- Ask prospects directly: If you have a relationship, ask what gifts stood out or fell flat.
- Check the data: Reachdesk gives you delivery and engagement metrics. Use them.
What you’ll learn:
- Some gifts work great in one industry but bomb in another.
- Overly expensive gifts aren’t always better.
- Sometimes, the message is what gets a reply—not the gift.
Don’t stress about perfection. One decent gift with a real message beats a fancy box with no soul.
Common Mistakes to Avoid
- Sending too late or too early. Timing matters. Gifts sent months after a first meeting feel random.
- Ignoring dietary or cultural restrictions. Always check, especially with food, alcohol, or anything with a short shelf life.
- Treating everyone the same. If it feels generic, it is.
Keep It Simple—and Keep Improving
Personalized gifting in Reachdesk is about showing you actually care, not just checking a box. Don’t get bogged down chasing obscure details or over-automating. Pick something useful, write a line that sounds like you, and track what’s working.
Start simple, pay attention to what gets results, and adjust. The best ABM gifts aren’t the fanciest—they’re the ones people remember.