The video angle
Record once. [First Name] is the only variable — swapped by Sendspark at send time. This is your highest-stakes recording — it needs to feel like you selected this person, not sprayed a list. Reference the problem that is universally true of companies at their stage or in their space. Then make the business case in one sentence: not features, not benefits, just the outcome. Close with a direct, confident ask. Script: "[First Name], I sent this because I believe we can genuinely help — and I wanted to earn your attention rather than request it. The thing I consistently see at companies your size is [most common pain for your ideal customer profile]. Here's what solving that actually looks like: [your single strongest business case]. I'd love 20 minutes. Scan the code."
Automation & CRM triggers
- Account tagging: when an account is moved to 'ABM Tier 1' in CRM, the workflow fires for the primary decision-maker contact
- Pre-send gate: the AE must complete an 'Account Context' field before the box fires — one sentence on why this account was selected. Forces preparation. No field = no send.
- Simultaneous: launch LinkedIn and display ad retargeting to all employees at that account on the same day the box ships — physical and digital land at the same time
- Post-delivery: a 14-day SDR + AE coordinated sequence activates — email, calls, and LinkedIn in a structured order. Not ad hoc.
- Create an 'ABM Account Activity' Slack feed that surfaces any signal from that account: website visits, email opens, LinkedIn engagement, ad clicks — all in one place
The QR landing page
A hyper-focused account-tier landing page: one case study from a company they will recognize, your core business case in 3 numbers, and a 'book a 20-minute executive briefing' CTA — not 'book a demo.' The framing of 'briefing' is significantly lower friction than 'demo' for cold executives.
Follow-up sequence
- Day 3 post-delivery: AE sends a personal, researched email. One specific reference to something the company is doing, has published, or has announced recently. Not a template — this needs to be original.
- Day 5: SDR cold call — the box is the cold call opener: 'I sent you something earlier this week...' It changes the entire dynamic of the cold call.
- Day 7: AE connects on LinkedIn with a personalized note — something specific to their role or company
- Day 10: AE sends a short Loom video — one slide or one insight directly relevant to their business. 60 seconds. Specific.
- Day 14: Final outreach — explicitly offer an exit: 'If the timing isn't right, I'd rather know now than keep reaching out.' Preserves goodwill.
Reading the signals
- QR scan = route to AE immediately and exclusively. Do not let an SDR handle this relationship. It's an executive conversation now.
- Multiple scans from different people at the same account = the box is circulating internally. Send to secondary stakeholders within 48 hours. Go wide.
- No scan + no email open after 14 days = the box may not have reached the right person. Verify the address, try a different contact at the account before writing it off.