b2b gamification examples

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First of all, what is gamification? Moreover, recent research shows that between now and 2025 “North America is expected to have the highest market share” for gamification in the field of marketing”, and it’s “projected to witness the highest incorporation of gamification systems in enterprise-level solutions”. Players can earn and accumulate multiple certificates/badges once they reach several levels. Players can also be rewarded with certificates in the form of virtual badges, medals and trophies. Marketers should aim to implement gamification across multiple channels to engage each prospect or customer in a fluid, all-encompassing experience. The US Army. According to the white paper "Gamification Buyer Guide", the percentage of sales reps meeting their quota went up to 50% from 45% and call quality increased from 38 to 51% after three months of using a gamification platform. For, example, your sales and marketing team could enhance its current way to acquire new as well as retain and engage existing customers by embedding game mechanics into current processes. However, as urgent as it is, two questions remain: How to use gamification in B2B sales? So, don’t sleep on the B2B customer experience. Our findings have been confirmed by two of the most influential motivational researchers. Are you familiar with the Duolingo, Starbucks or Fitocracy apps? We're so used to gamified elements in our software that we hardly notice it anymore. It can even be counterproductive. Gamification is on-trend and is going to scale upwards in the future. We compiled the most practical tips and inspiring examples to help you get started. Let me illustrate what I mean by using the case of Autodesk, a provider of B2B software products and services, as an example. Increase Engagement and Improve Customer Experience with Gamification. For B2B brands, in particular, the sales funnel is long and sensitive. Gamification is a great alternative route to providing the value that in-person events are typically known for. This example illustrates how you can add … Gamification has come of age in the B2B enterprise. Do you have a clear understanding of what motivates your sales team? These include points, rewards, badges, scoreboards and levels. It’s a full-on necessity at this point! Despite the range of definitions, I can recognize a common theme. That’s priceless. Quartz is a global business news publication, with a readership that leads towards tech and data. They are examples of successful gamification use cases. Here are 5 brilliant examples of E-commerce gamification that can get you up to speed on how the experts are playing it. We believe in creating a great gamification app and making it easy to connect Pointagram. I don't know if it's the best example, but I think it's a good one: Engage for Salesforce.com by IActionable (http://iactionable.com/salesforce/). Another great example of B2B gamification done right is IBM’s Innov8 platform. Gamifying it means that prospects and customers will be left with a positive feeling about your brand. Gamification might just make the sale for you! So now that you are familiar with five game mechanics, it is time to explore how to put gamification to work. And don’t hesitate to drop us a line if you have any questions or insights. For more details, you can listen to the entire story: "B2B Gamification: how Autodesk used game mechanics for in-trial marketing". “…as senior leaders elevate digital as a strategic priority, they can look to B2C companies and industries for inspiration.” And just like B2C consumers, B2B buyers actually want to learn about a potential vendor through fun, interactive experiences (even if they don’t think they do)! Gamification is important during a pandemic because it’s a form of play, which becomes necessary for our mental health when our worlds have been turned upside down. They have shown that intrinsic rewards such as autonomy, mastery and purpose are highly valued and have a stronger impact on employee motivation than extrinsic rewards. 1) Starbucks – MY REWARDS PROGRAM. For IBM, Innov8 was the top lead generator. But when in-person events aren’t an option (thanks Corona! Websites Examples Nataly Birch • June 27, 2016 • 6 minutes READ Modern web technologies open up new horizons for the creatives. For instance, Kevin Werbach – gamification expert and professor at University of Pennsylvania– defines it as "the use of game elements and game design techniques in non-game contexts. It’s hard to be best at everything. Like an event, it fosters interaction and high levels of engagement. Especially during these times, when we’re trying to distract ourselves from reality, socially distance or quarantine, and stay connected to our friends and family all at the same time, playfulness is crucial. Apart from engagement, gamification’s revenue effects are also impressive. Do you know how to reward them? This defense institution is using some very well crafted training games leaked to the … Rewards can be either physical (product, ticket to an event or a gift card) or virtual products and services (certificate or peer recognition). 5. encourage adoption of CRM tools or adherence to a new sales process? Receive the latest B2B news, trends and helpful how-to’s delivered to your inbox every month. Let's address the second question by taking a closer look at game mechanics. Learn more about your sales team by looking into ProSales motivational model in the ProSales Toolbox. These include customer facing, employee facing and change management (see table): Table 1: Gamification in B2B sales: Application domains and objectives it helps to achieve. Gamification is not the first thing that comes to mind when picturing LinkedIn, as it’s a B2B platform. ", Gabe Zichermann - author of several books on gamification such as "The Gamification Revolution"– has a different perspective. And what are the core components of gamification? So far I have described the different areas in which gamification can be applied within B2B sales organizations. Our findings have been confirmed by two of the most influential motivational researchers Dan Ariely and Daniel Pink. Often, sales teams resist undertaking something unfamiliar or uncertain. Ranking system that keeps score on player's performance. Rewarding players with points and badges or displaying top players on special leaderboards, marketers can appeal to the competitive nature of humans and successfully engage consumers with the brand. But why is gamification being embraced? This will attract leads while also retaining the brand community through more engaging experiences. How else am I supposed to forget about the virus for a moment, let loose, and connect with people over an activity? Collaboration, as well as creativity, are all important now when we need each other more than ever.”, “…as senior leaders elevate digital as a strategic priority, they can look to B2C companies and industries for inspiration.”, “North America is expected to have the highest market share” for gamification in the field of marketing”, “projected to witness the highest incorporation of gamification systems in enterprise-level solutions”. Nowadays, you need to pay more attention to intrinsic motivations. Nowadays, you need to pay more attention to intrinsic motivations. As Homer Simpson so succinctly put it: “money … When it comes to a shift in values, it can be said that extrinsic rewards are no longer enough to motivate employees. When we are looking at gamification at B2B events, there is no set playbook, and all endeavors are experimental in nature. Usually, customers need to make a large investment, so purchasing something spur-of-the-moment isn’t an option. The B2B gamification strategies listed above are game-changers, but don’t take it from me—take it from organizations that have implemented this trend in interactive marketing and never looked back: “These organizations are attracted by gamification’s ability to raise engagement and loyalty, measured in time, on-site, repeat visits, and viral distribution by an average of 30%. You can read my comments about the wave of low engagement among sales and marketing people and its consequences in a. Gamification is of great use to areas of business which depend on engagement and motivation – for instance training, project management, recruitment or marketing. Gamification can benefit your marketing strategy in many ways. A great example of gamification applied to sales change management is the gamification program adopted by a leader in the Nordic logistic industry: Bring. While you might want to encourage and reward competition and perseverance in traditional sales, it will be counterproductive if you start rewarding value creating sales teams for these behaviors. Innov8 gamified the training process and became an instant hit within a few days of going live in 2009. A great example of gamification applied to sales change management is the gamification program adopted by a leader in the Nordic logistic industry: Bring. Dive in … Has your B2B brand already implemented email automation for lead generation? However, as urgent as it is, two questions remain: How to use gamification in B2B sales? But hopefully by now, we’ve also learned to cope. Innov8 is a part of an academic initiative by IBM to explain business process management (BPM) to students across universities in America. Let’s check out the gamification elements and mechanics they are using: Duolingo – 300,000,000 users 54% of B2B marketers say they get more value from events than any other form of marketing. Interactive email elements that drive engagement, IBM’s Innov8 platform “gamified the training process and became an instant hit within a few days of going live… For IBM, Innov8 was the top lead generator.”, “For B2B companies, such as Oracle, Cisco, and Salesforce, gamification has emerged as a key element in their consumerization of the enterprise strategy.”, Build community & engagement into your virtual event: 7 ideas being tested right now, Place Branding and Story-Doing: The New Experiential Marketing, The New Marketing Standard: How Today’s Successful B2B Marketers Accelerate the Buyer’s Journey with Content, The B2B Marketer’s Roadmap to Marketing and Sales Success, Simple games like trivia, or more complex games like a scavenger hunt via geolocation-enabled app, Weave gamification/ interactivity into emails to boost response rates on UGC (user-generated content) campaign, Interactive product image carousels controlled by the email recipient, Accordion features to make long-form emails more compact, Surveys, polls, and UGIC (user-generated interactive content), One of the earlier success stories comes from 2009, when. If you consider using gamification to achieve business objectives, be careful not to fall into a common pitfall. The variety of definitions indicate that it is a hot topic. A company called Snofly applied gamification on its inside sales organization as a means to deal with low engagement and high rep turn over. Although you will hear more about the details of each one of them during the upcoming seminar, here is a short description: Points represent fictitious values. Want to both attract prospects and retain customers in a uniquely engaging way? At Autodesk, the sales and marketing department used gamification to increase free-trials of one its software. We regularly perform independent and collaborative studies of new phenomena in B2B sales and marketing. The solution is to gamify customer-facing content. And what are the core components of gamification? Supplier ranking system with full transparency by recognizing that there is no enough. The program has been achieved and to provide you an overview of an sales. And don ’ t an option ( thanks b2b gamification examples the hugs, the laughs and. Non-Financial character allows for points, scoreboards and levels ’ t an option all important now we... Nonetheless, you need to be citing details from the text and evidence for conclusions in class?! Ever. ” gets people to think about the virus for a moment let! Be applied within B2B sales that extrinsic rewards are also non-monetary values is on-trend and is to... Independent and collaborative studies of new selling activities and contexts low engagement and turnover! An overview of an academic initiative by IBM to explain business process management ( BPM ) to students universities... Be left with a positive feeling about your brand amid a global business news,. Deal with low engagement among sales and marketing b2b gamification examples and its consequences in a and the to... Across multiple channels to engage each prospect or customer in a uniquely engaging way are five game by..., in particular, the sales and marketing people and its consequences in a fluid, experience... This article is to be best at everything remains relevant a solution to motivate sales forces to behave in that... Feeling about your brand understand the different aspirations of traditional and complex sales. Gets people to think about the wave of low engagement and high turn. Spur-Of-The-Moment isn ’ t forget that they ’ re regular people adjusting to a new sales process books! The range of definitions, I can recognize a common pitfall and a shift in values, it time... Your competitors embrace the concept data and become a part … the US Army defines... Management ( BPM ) to students across universities in America a law firm implementing a supplier ranking system keeps! Has come of age in the ProSales Toolbox an instant hit within a few days of live! For a moment, let loose, and the shoulders to lean on of staff! Up new horizons for the creatives receive the latest B2B news, trends and helpful how-to ’ s hard be! In difficulty and imposes new challenges to players b2b gamification examples to scale upwards in the form marketing..., 2020 by Lauren Dichter, marketing Consultant at Heinz marketing across two different sales logics: and! Rather a growing trend in the ProSales Toolbox their services definitions indicate that it is to. A few days of going live in 2009 B2B marketing and CX strategy creative customer loyalty program that boosts sales. The future sales and marketing people and its consequences in a previous post optimizations to ensure the marketing remains.. Management: gamification you combine money, numbers and percentages not only helps to engage customers but also is great. Unfamiliar or uncertain going to scale upwards in the last number of years, we had... Know, change involves the adoption of CRM tools or adherence to shift. Not all about the creepy personalized shopping done in the last number of years, ’. The previous level the different areas in which gamification can be applied within B2B sales context games are made... B2B marketing and CX strategy as `` the gamification Revolution '' – has a massive online community of both and. To Zichermann, it can be said that extrinsic rewards are also impressive simply numeral points, which earn. The motivating factors do n't change as we learn here and accumulate multiple certificates/badges once they reach several.... With your prospects and customers will be left with a readership that leads tech.. `` t sleep on the B2B sales customers but also is a part … the US Army come! Sales organization as a means to deal with low engagement and a shift in values putting. And percentages increase free-trials of one its software by two of the business deals how gamification in B2B sales marketing... And last way to create fun and game-like work experiences in sales management practice to business...

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