5 reasons for gamification in B2B marketing

There’s no denying it – gamification is everywhere. You can find it in your Facebook newsfeed, on your smartphone, and even at the checkout counter. But what exactly is gamification, and more importantly, why should you use it in your business-to-business (B2B) marketing? In this blog post, we’ll answer those questions and more. So, are you ready to level up your marketing? Let’s get started!

A brief explanation to begin with. Gamification is the use of game-like mechanics and elements in non-game contexts. Typically, it is used as a way to engage and motivate people to achieve a specific goal. Gamification has been used in a variety of domains, including business, education, health, and marketing. In the business world, gamification has been used to increase employee productivity, user engagement, and customer loyalty. For example, businesses may offer employees rewards for meeting certain targets, or they may allow customers to accumulate points that can be redeemed for discounts or prizes. Gamification can also be used to improve user experience, such as by incorporating leaderboards or badges into a website or app. In short, gamification is a marketing trend that has been gaining momentum in recent years. Though the concept was originally confined only to the B2C sector, now many businesses are taking advantage of its benefits including B2B brands, who see it as a way for them to reach the goals that are discussed below.

1. Stand out from the competition when enticing a new business

As competition in the business world increases, companies are looking for new ways to stand out from the crowd. Gamification can help attract new customers. In the B2B sector in particular, it is not always clear to a potential customer what the company is offering in detail. A quiz or personality test can be used to discover the needs of customers and at the same time provide the appropriate service. A variety of software systems, such as Typeform and Hubspot, offer the possibility of automating this process. Ideally, this quiz will be accompanied by a campaign on social media in order to fill potential leads with a kind of decoy strategy in the TOFU area. If such a quiz is embedded on the website, this increases the engagement with the landing page and thus also promotes the effect on SEO, relevance, and interaction growth.

2. Modernize your business

Keeping your business up-to-date is crucial for success. This applies not only to engagement with customers and clients, but also to employees, who need motivation in order to do their jobs well. Using gamification is a fun and subtle way of implementing changes in ways that are matched to workers abilities, ensuring your business stays current for all audiences.

3. Boost performance management

Gamification can give your marketing efforts a boost, and the same is true when it comes to your team. Gamification works great for B2B employees. By incorporating gamification elements into the workplace, organizations can encourage workers to adopt desired behaviors and persist in their efforts to improve performance. Gamification can also help employees to develop new skills and knowledge more quickly and retain information more effectively. Additionally, gamification can boost employees’ enthusiasm and engagement, leading to higher levels of productivity. When used judiciously, gamification can be a powerful tool for enhancing performance management within a company. When designing a gamification strategy, it is important to consider the specific goals that the organization hopes to achieve. With careful planning and execution, gamification can help companies to achieve their performance objectives and create a more positive and motivated workforce.

4. Drive community engagement

Building a thriving B2B brand community can be a hard task. But gamifying the experience can help you drive engagement. When applied to online community engagement, gamification can encourage members to participate more frequently and to contribute higher-quality content. Additionally, it can help to build social cohesion by creating opportunities for members to cooperate and compete with one another. Finally, gamification can also increase the overall level of activity in a community by providing members with a sense of purpose and motivation. When used effectively, gamification can be a powerful tool for driving online community engagement.

5. Improve customer experience

Customer experience is the single most important thing in business. But designing a better CX doesn’t just mean adding points or badges; it requires an overall strategic shift. You can gamify individual touchpoints or the whole sections of the customer journey. Gamification can be used to make any key customer touchpoint more engaging, from product exploration on your website to interactive troubleshooting. It’s important that gamified experiences are designed so as not only to simplify interaction with your brand but also to overcome pain points of your customer experience.

Besides, businesses can use gamification to encourage customer loyalty and repeat business. By offering rewards for loyal customers, businesses can encourage customers to continue doing business with them. Additionally, businesses can use gamification to collect customer feedback and data. By incorporating feedback mechanisms into games or other customer-facing activities, businesses can gather valuable insights into customer preferences and needs. Hence, gamification is a powerful tool that can be used to improve customer experience while engaging customers, building loyalty, and gathering valuable data.

Recap

No doubt, gamification can be a powerful tool in your B2B marketing campaigns. By understanding how it works and what makes it engaging for users, you can create campaigns that are more likely to engage your target audience and produce the results you desire. If you’re interested in using gamification in your own marketing, contact us today and let us show you how this exciting new trend can work for your business.