Have you noticed how rarely we’re bored nowadays? Every moment of our lives is filled. You probably won’t make it to the end of this article without a new notification demanding your attention. People simply don’t have time for things that don’t grab their interest.
So, where does that leave you with B2B lead generation? Nobody wants cold calls. Your email is probably one of a thousand that day if it even makes it past the spam filter. This is where gamification comes in. By turning your lead generation strategy into a game for potential customers, you can create fun, interactive ways to grab potential customers’ attention.
In this article, we will look at what gamification is, why you should consider it, and how to use it to stand out, attract attention, and generate new B2B leads for your business.
What is Gamification?
Gamification is simply adding elements of games, such as puzzles, quizzes, rewards, achievements, and prizes, into non-game contexts. For example, you might offer people a discount for completing a small game or a prize for competing in a quiz – so long as they opt-in for emails. It could even be offering people something fun to do at a boring trade event.
Gamification aims to get people’s attention by providing something fun to do. With traditional lead generation techniques, you have to beg potential customer’s attention; you have to ask for a moment of their time – a window to show them who you are and what you do.
With gamification, you offer a deal. You give them something fun to do, and in exchange, you get an opportunity to tell them about your business.
Why Should You Use Gamification?
Gamification is fantastic at overcoming the first hurdle of grabbing people’s attention. But it is also far more than that. If done correctly, a host of benefits come from using gamification as part of an innovative B2B marketing strategy.
- Increased engagement–Getting people’s attention is only half the battle. Once you have their attention, you need to keep it. A catching headline might keep people reading for a minute, but when you gamify your lead generation process, you can keep them involved for so much longer.
- Better conversion rates–The more attention you get and the longer you hold someone’s interest, the more likely you are to convert potential customers into actual customers.
- Boosted loyalty–One of the fantastic benefits of gamification is how it makes customers feel about you. Psychologically, you’re the business that made them feel good–you’ll forever be associated with that burst of dopamine. That means customers are more likely to return to you, time and time again.
- Enhanced data collection–By offering something in return, you’re far more likely to be freely given information by your leads. That means better statistics and better analysis. In short, gamification can turbocharge your lead scoring, by giving you the data you need to power technologies such as CRM systems, Delta tables, and AI analytics.
- Better ROI–All of this means that gamification offers a fantastic return on investment. Yes, it can take a bit more effort, but in the end, the rewards are there for the taking.
How Do You Use Gamification to Generate B2B Leads?
There are some clear advantages to leveraging gamification for lead generation. So, how do you go about it? Here are some tips to get you started.
1. Identify Your Target Audience
The first step in getting started with gamifying your lead generation strategy is to know who your target audience is. Not everyone will respond to the same thing. Do you want to run a quiz or hook people in with an online game? Once you know who you’re targeting you can start forming a strategy.
2. Understand Your Target Audience
Once you know who you’re targeting, it’s time to research what they want. Start by building a profile of your ideal customer. How old are they? Where do they live? What are their interests? This information will shape the gaming elements you bring into your lead generation strategy.
3. Define Your Goals and Objectives
It’s also important to know your aims before the design stage. Do you just want to introduce yourself to leads and build brand awareness? Do you want to get details for an email or voicemail drop software campaign? Perhaps you’re looking to attract people at an event so you can start a conversation? All of these objectives will require different strategies and lead to very different forms of gamification.
4. Design Your Game or Challenge
Once you know who you want to attract, where you want to attract them, and what you want to achieve, it’s time to start designing your game or challenge. The first thing to consider is what type of game you want to use.
If you’re at a trade show or event, you might need something fun to start a conversation. Something as simple as a giant Jenga or a gaming console could be all it takes to lure people in. If you want details, run a quiz with a prize.
Alternatively, you might want something more complex, like a branded online game. A great example of this is KFC in Japan, which developed a game with Nintendo where you had to defend a KFC castle from shrimp or M&M’s eye spy pretzel game. Both of these show how effective gamification can be in building brand awareness.
Once you’ve decided what to go for, you’ll want to think about how to build your game. Think about the game’s mechanics, the graphics, and the design work you’ll need to do. If you go for an online game, you’ll need to consider technical issues, such as how you’ll implement cybersecurity risk management services into online platforms to keep your website safe.
Whatever type of game you go for, remember to keep it simple! You aren’t looking to create PlayStation’s next best-seller; you’re looking to engage potential leads. Try to keep an open mind, too.
Yes, an addictive online game can be fantastic, but it’s not the only way to use gamification. Older leads might prefer a quiz or a puzzle to keep them engaged, and they can be far more straightforward to implement.
5. Integrate it Into Your Marketing Strategy
Any game you create should be part of an overall marketing strategy. Remember your goal here: To get the attention of potential new leads to build your customer base. Yes, gamification can grab attention, but you must follow it with traditional marketing efforts.
Utilize social media platforms like LinkedIn to promote your new game, especially if you’re targeting a B2B audience. After all, tools such as LinkedIn lead generation can be a powerful way to connect with professionals in your industry.
Additionally, leverage X Ad Specs, the latest ad formats on the X platform, designed to seamlessly integrate into users’ feeds. As X opens up diverse placements within the app, advertisers can strategically take advantage of this opportunity to broaden their reach significantly.
If you get an email address for a quiz, ensure the follow-up email offers something your lead would want, or use virtual contact center solutions to start a conversation with your leads.
In short, make sure gamification is just one part of a holistic strategy, and consider offering a valuable lead magnet to entice potential leads even further.
6. Collect and Analyze Data
We’ve already seen how gamification can collect information from leads, but what you do with that data is critical. Track and analyze your data, using website or social media analytics. Use what you learn about your leads to further hone your marketing strategy.
Similarly, make sure you also use your data to refine your gamification strategy. It’s not enough to build a fun game; you must ensure it’s doing what it’s supposed to: Attracting quality B2B leads and driving sales. Some metrics you can use to measure the success of your gamification campaign are:
- Conversion rates
- Engagement rates
- Cost per lead
- Retention rates
- Feedback and reviews
However, remember that just because people are more willing to hand over data through games doesn’t mean that the usual regulations on data protection don’t apply.
You will need to think about how you get permission to gather the data to ensure you aren’t in breach of things like the California Consumer Privacy Act (CCPA). You may also want to consider specific solutions, such as TCPA compliance software, if you contact the customer via the phone.
7. Reward Users
Finally, don’t forget to reward your users for their attention. To attract customers with quizzes or competitions, ensure you offer something they genuinely want to win. On the other end of the scale, consider discounts or exclusive offers for customers who play to boost your conversion rates.
The End Game
Gamification can be a fantastic way to stand out from the crowd and grab the attention of potential new customers. By offering something in return for their attention or information, you’re far more likely to increase engagement, build brand loyalty, and boost conversions. That makes gamification a fantastic way to generate new B2B leads and drive sales for your business.
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