ABM Is About Relevance. Gifting Makes It Memorable
Account-Based Marketing (ABM) is built on one simple truth: relevance converts. You’re not casting a wide net, you’re tailoring every interaction to a carefully selected group of high-value accounts. But in a world where decision-makers are flooded with messages, even the most personalised emails and LinkedIn touches can fall flat.
That’s where strategic gifting, especially eGift cards, can make all the difference.
When done right, gifting is a way to create moments of genuine engagement that cut through the noise, show appreciation, and open the door to real conversations. From boosting response rates to driving webinar attendance and nurturing long-term relationships, eGift cards are becoming a secret weapon in high-performing ABM campaigns.
In this article, we’ll explore five smart ways marketers are using eGift cards to improve their ABM strategy, and how we make it simple, scalable, and brand-friendly.
1. Use Gifting to Boost Response Rates in Cold Outreach
Let’s be honest, cold outreach is tough. Even with highly personalised messaging, it’s getting harder to grab the attention of senior decision-makers. They’re busy, overwhelmed, and bombarded with sales emails daily.
That’s why leading ABM teams are turning to gifting, specifically, eGift cards, to create an unexpected moment that gets noticed.
Imagine this: your target account receives a concise, well-crafted message in their inbox, paired with a digital gift card and a simple note like, “Here’s a coffee on us while you decide if this is worth 10 minutes of your time.” It’s light, personal, respectful of their time and more importantly, it gets replies.
With us, you can send branded, multi-brand eGift cards instantly, using just an email address. No awkward logistics. No need to ask for a postal address upfront. And because each gift comes with a charitable donation included, it also demonstrates your brand’s values, making it a thoughtful gesture, not just a sales trick.
It’s a proven way to break the ice, start a conversation, and stand out from every other email sitting in their inbox.
2. Increase Attendance at Events and Webinars
You’ve built a high-value event or webinar targeting your key accounts. The content is solid, the speakers are great but getting decision-makers to actually show up? That’s the hard part.
This is where eGift cards come in as a smart, ethical incentive to drive attendance without compromising your brand’s credibility.
Offering a small-value gift card, like a delivery lunch voucher, as a thank-you for attending a virtual roundtable, panel discussion, or product demo can significantly boost registration and show-up rates. This is about recognising the value of your prospect’s time.
And with us, the experience is seamless. You can:
- Send eGift cards post-event as a follow-up and thank-you
- Incentivise early sign-ups with a pre-event gift
- Customise the messaging and branding to match your campaign theme
- Offer a charity donation alternative for recipients who prefer to give back
These small touches make your event feel more premium, personal, and considered, helping your brand stand out and making it easier to move from passive attendance to active pipeline.
In ABM, every interaction counts. Gifting helps turn one-time attendees into engaged prospects.
3. Re-Engage Cold or Inactive Target Accounts
Every ABM marketer knows the frustration of a promising lead going cold. Maybe they downloaded your content, attended an event, or even booked a meeting, but somewhere along the way, the conversation stopped.
Rather than hitting them with another follow-up email that sounds like every other, a small, thoughtful gift can be the perfect conversation re-starter.
For example:
“We know timing is everything, here’s a little gift on us while you revisit this when it makes sense.”
It’s low-pressure, friendly, and most importantly, different. It reframes the interaction and shows your brand is still there, but without the hard sell.
Re-engagement gifting is easy to scale and personalise:
- Choose a curated eGift card bundle that matches the recipient’s interests
- Send it instantly via email – no delivery address required
- Include branded messaging and a redemption page to keep your campaign consistent
- Give recipients the option to donate the gift value instead of spending it, adding a purpose-driven element
These subtle gestures help turn “unresponsive” contacts into reactivated opportunities, by showing you’re not just chasing a deal, but still offering value.
4. Reward High-Intent Actions During the Campaign
Not every prospect is ready to book a call right away but that doesn’t mean they’re not interested. When someone from a target account engages with high-value content or takes a key step, like attending a demo, downloading a gated asset, or watching a product walkthrough, that’s a signal. And smart ABM teams are using that moment to strike.
This is the perfect time to offer a small, thoughtful eGift card as a thank-you and a nudge toward the next step.
For example:
“Thanks for checking out our demo – your time matters, so here’s a little something on us. Let us know if you’d like to continue the conversation.”
It’s a simple gesture, but it acknowledges their engagement and keeps your brand top of mind, while your competitors are still sending follow-up emails with zero personal touch.
You can automate this process as part of your nurture flows or CRM triggers, making sure that every high-intent action is met with a personal, branded reward. And because our eGift cards are multi-brand, recipients can choose something they’ll actually use, making the gesture feel genuinely valuable.
It’s a strategic way to turn passive interest into active pipeline, without pushing too hard, too soon.
5. Celebrate Wins and Start New Relationships Strong
ABM is just the beginning of the relationship.
Closing a deal with a target account is a major milestone, and the way you welcome new clients can set the tone for the entire partnership. A small gesture, like an eGift card with a personalised thank-you message, can leave a lasting impression and reinforce your commitment to a strong, people-first relationship.
It’s about showing that you value the person behind the decision.
With us, you can send a fully branded, personalised eGift card in moments, turning what could be a transactional moment into a relationship-building one. You can:
- Welcome the client champion with a thoughtful “thank you” gift
- Show appreciation to multiple stakeholders within the account
- Align the gift with your brand values by including our automatic meal donation or offering a charitable redemption option
It’s a professional, polished way to kick off new partnerships and create internal advocates who will remember how you made them feel from day one.
Because in ABM, it’s about growing relationships that last.
Frequently Asked Questions
What is ABM gifting and how does it work?
ABM gifting involves sending personalised, strategic gifts to high-value target accounts as part of a broader marketing and sales campaign. Gifting can help increase engagement, build relationships, and move prospects through the funnel. With platforms like WellBox, businesses can send branded eGift cards instantly via email, no postal address required, making it easy to scale and personalise.
How do eGift cards support Account-Based Marketing?
eGift cards support ABM by creating a tangible, thoughtful touchpoint in a digital-first strategy. Whether used in cold outreach, to drive event attendance, or to celebrate key milestones, eGift cards help break through inbox fatigue and deliver real-world value, increasing response and conversion rates.
Are eGift cards effective for B2B marketing campaigns?
Yes, eGift cards are highly effective in B2B campaigns. They can increase email response rates, webinar attendance, and demo bookings. When used strategically, they foster goodwill, improve brand perception, and accelerate sales cycles, all while staying respectful and professional.
Can I customise the gifting experience with WellBox?
Absolutely. WellBox allows full branding of eGift card campaigns, including customised messaging, branded redemption pages, and the option to include charitable alternatives. Each gift also includes a meal donation, aligning with CSR and brand values.
Is it ethical to use gifts in sales or marketing outreach?
When done with transparency and good intent, gifting is ethical and effective. Offering small-value eGift cards as a thank-you for time or participation respects the recipient’s time and helps build trust. With us, you can also offer a donation option, giving recipients the choice to support a cause instead.
What types of eGift cards can be sent with WellBox?
WellBox offers a wide range of multi-brand eGift cards, allowing recipients to choose what suits them best, whether that’s a coffee, lunch, online shopping, or a charitable donation. This flexibility makes the experience personal and valuable for each recipient.
How can gifting improve ABM response rates?
Gifting stands out in crowded inboxes. A short, respectful message paired with a small eGift card like “Here’s a coffee while you decide if this is worth 10 minutes of your time”, is memorable and often leads to higher reply rates than cold outreach alone.
Can I automate gifting based on campaign triggers or CRM activity?
Yes. WellBox integrates with CRM and marketing automation tools, allowing you to send eGift cards based on specific triggers, like webinar attendance, demo requests, or re-engagement campaigns. This keeps your ABM strategy agile, responsive, and scalable.
Personalisation Is Powerful – Gifting Makes It Memorable
In Account-Based Marketing, success hinges on your ability to deliver highly relevant, highly personalised experiences. But personalisation isn’t just about inserting a first name into an email, it’s about making every interaction feel considered, human, and valuable.
That’s where gifting comes in.
Whether you’re opening doors, re-engaging cold leads, or celebrating a new win, eGift cards give your ABM strategy a real-world touchpoint that cuts through the digital noise. They don’t just get attention – they build trust, spark conversation, and leave a lasting impression.
We help B2B marketers bring more impact to every stage of the ABM journey – with branded, multi-choice eGift cards that are easy to send, simple to scale, and designed with purpose. Every gift includes a meal donation to someone in need, and recipients can choose to donate their reward to charity instead of redeeming it.
