Interactive Leaderboards. Receive the latest B2B news, trends and helpful how-to’s delivered to your inbox every month. When it comes to a shift in values, it can be said that extrinsic rewards are no longer enough to motivate employees. For B2B brands, in particular, the sales funnel is long and sensitive. 4 Select game mechanics.. Game mechanics describes the components of a game — the tools employed by game designers to generate and reward activity among players (or, in the case of a gamification program, customers, employees, or other users).Most gamification programs leverage game mechanics in one way or another. How Gamification in Apps is used to help user engagement. And leaving your prospects and customers with a positive feeling about your brand amid a global pandemic? The pitfall to use one gamification approach across two different sales logics: traditional and complex. The third and last way to use gamification is to support your sales change management efforts. Are you familiar with the Duolingo, Starbucks or Fitocracy apps? It is also congruent with the experience we have in our business, the majority of our work is either internal or outward customer facing. This will attract leads while also retaining the brand community through more engaging experiences. It's basically application of game mechanisms to non-gaming activities and contexts. The combination of these two trends triggered an urgent need to create fun and game-like work experiences in sales organizations. WHAT: A creative customer loyalty program that boosts repeat sales by rewarding every purchase. Gamification is the application of game mechanics by organizations in order to achieve business objectives. Rewards can be either physical (product, ticket to an event or a gift card) or virtual products and services (certificate or peer recognition). It can even be counterproductive. Often, sales teams resist undertaking something unfamiliar or uncertain. 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”. Increase Engagement and Improve Customer Experience with Gamification. A rookie mistake is to overlook the need to align the objective of the game with the purchase complexity of the business deals. Since the fall of 2014, Bring is encouraging the usage of the CRM system by giving away points and rewarding salespeople for using the CRM system when working on a lead. One great example of this kind of B2B gamification is the Quartz email newsletter. The truth is that—regardless of how B2B buyers may say they’d prefer to learn about a company—playfulness is what makes everyone’s days brighter. 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. Consequently, games need to be designed taking into account what makes them tick. 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. The above-discussed examples are great gamification concepts integrated with many renowned organizations. So far I have described the different areas in which gamification can be applied within B2B sales organizations. If used properly, gamification advocates promise you can avoid productivity drops and high turnover common in traditional sales teams. The important thing to remember about points is that they do not have financial or monetary value. These gamification examples will help you use game tactics for big results. To do this, I will start by explaining what is gamification and then move on to explore some areas where it can be applied in B2B sales. He defines it as method to solve problems and change behaviors. Posted: September 10, 2020 By Lauren Dichter, By Lauren Dichter, Marketing Consultant at Heinz Marketing. Everyone looks forward to retiring one day. Marketers should aim to implement gamification across multiple channels to engage each prospect or customer in a fluid, all-encompassing experience. Each level increases in difficulty and imposes new challenges to players. More recently, Brian Burke – Gartner's analyst and author of "Gamify" – defined it as "the use of game mechanics and experience design to digitally engage and motivate people to achieve their goals.” As you can see, there is a plethora of definitions. When we look for gamification in B2B the examples are still few and far between. MktoForms2.loadForm("//app-sj07.marketo.com", "966-VWE-480", 1020); Get sales & marketing best practices delivered monthly, “Play helps alleviate stress, allows us to express our true selves, helps unlock creative thinking, and provides a ‘safe space’ for collaboration. If you listen to an online course on gamification by professor Kevin Werbach, you will find out that the areas in which gamification is commonly applied can be grouped into three domains or categories. American multinational software company, Autodesk raised its trial usage by 40% and conversion rates by 15% while Extraco Bank raised its customer acquisitions by 700%.”. However, if gamification is to be used effectively, sales leaders must begin by understanding it well. And what are the core components of gamification? Gamification in the business sense offers various incentives for action: Help us do things that we may not normally do When a player has reached a goal or accomplished a number of tasks, a new world or level within the game can be started. The US Army. The goal is to help you keep sales teams focused on what matters – reach their quota. Hold onto Intellectual Capital. Partial Gamification: Features Of A Gamified Activity. "B2B Gamification: how Autodesk used game mechanics for in-trial marketing". Players can also be rewarded with certificates in the form of virtual badges, medals and trophies. Called Bring Points, the program has been integrated in its lead generation and management process. Dive in … But actually, LinkedIn has subtly but very successfully integrated gamification into their services. Gamification has come of age in the B2B enterprise. Gamification can benefit your marketing strategy in many ways. The combination of these two trends triggered an urgent need to create fun and game-like work experiences in sales organizations. Marketing Gamification Example #4: Coca-Cola’s Shake It Coca-Cola is known to be at the forefront for developing creative and innovative product promotions. Keep B2B customers coming back with these gamification ideas: As a marketer, it’s hard to create and maintain a thriving B2B brand community. So when they published this in-depth report on data compression, they held readers’ attention spans with quick quizzes and interactive elements along the way. Here you will find integrations that will enrich your experience. In the case of complex sales teams; collaboration, teamwork and customer understanding are behaviors you should be rewarding. Games are deployed to achieve concrete business objectives or goals. E-Commerce Gamification: Examples. But the playfulness that we desperately need to stay sane in our personal lives can also help B2B brands stay close to their prospects and customers. Gamification is not the first thing that comes to mind when picturing LinkedIn, as it’s a B2B platform. Yet spare a thought for the … As you know, change involves the adoption of new selling behaviors. There are five game mechanics typically used in business gamification programs. The answer is Yes. 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. Let's address the second question by taking a closer look at game mechanics. In recent years, an emerging sales management practice to achieve that goal has emerged: gamification. And, therefore, it should come as no surprise if you see your competitors embrace the concept. Let me illustrate what I mean by using the case of Autodesk, a provider of B2B software products and services, as an example. Often, sales teams resist undertaking something unfamiliar or uncertain. Gamification might just make the sale for you! Our findings have been confirmed by two of the most influential motivational researchers. It's no secret that a solution to motivate sales forces to behave in ways that are aligned with organizational goals is urgently needed. And yes, that includes your B2B prospects! But, the fact remains that people are motivated to behave in ways that provide reward, achievement A final example to share: SAP has a massive online community of both staff and representatives. Example: Reward points as a gamification element can be directly linked to the purchase amount or volume in eCommerce stores or business websites or mobile apps with a storefront. Innov8 is a part of an academic initiative by IBM to explain business process management (BPM) to students across universities in America. We miss the hugs, the laughs, and the shoulders to lean on. hange involves the adoption of new selling behaviors. Several years ago, they saw this online community as a “tremendous marketing instrument,” as we learn here. A great example of gamification applied to sales change management is the gamification program adopted by a leader in the Nordic logistic industry: Bring. It sounds like you’re ready to gamify your B2B marketing and CX strategy. You can read my comments about the wave of low engagement among sales and marketing people and its consequences in a. Let’s check out the gamification elements and mechanics they are using: Duolingo – 300,000,000 users In this situation, why not use fun and game-like experiences to, for example, encourage adoption of CRM tools or adherence to a new sales process? Websites Examples Nataly Birch • June 27, 2016 • 6 minutes READ Modern web technologies open up new horizons for the creatives. But hopefully by now, we’ve also learned to cope. Like an event, it fosters interaction and high levels of engagement. This defense institution is using some very well crafted training games leaked to the … The non-financial character allows for points to be equally measured even if you combine money, numbers and percentages. We regularly perform independent and collaborative studies of new phenomena in B2B sales and marketing. If you want to implement an effective gamification program, make sure you understand the different aspirations of traditional and complex salespeople. Players earn rewards after one or a series of performances. 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”. Have you consider that salespeople working in deals with low complexity – traditional sales – are driven by different factors than sales reps involved in complex deals? Initially, candidates are asked to fill an online profile with their real data and become a part … “For B2B companies, such as Oracle, Cisco, and Salesforce, gamification has emerged as a key element in their consumerization of the enterprise strategy.” “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%. By incorporating game mechanics into their marketing campaigns, they were able to increase trial usage by 40% and conversion rates by 15%. Our findings have been confirmed by two of the most influential motivational researchers Dan Ariely and Daniel Pink. Nowadays, you need to pay more attention to intrinsic motivations. Alternatively, players can get rewards in exchange for points. However, as urgent as it is, two questions remain: How to use gamification in B2B sales? They are a great way to visualize individual as well as team performance. Despite the range of definitions, I can recognize a common theme. Players can earn and accumulate multiple certificates/badges once they reach several levels. 1. Drive online community engagement. 12 Examples Of Gamification In The Classroom. Examples of gamification in B2B sector One of the biggest mistakes B2B marketers make is forgetting that they’re selling to humans. We can’t forget that they’re regular people adjusting to a pandemic, just like you and me. The purpose of this article is to provide you an overview of an emerging business practice in sales management: gamification. So, don’t sleep on the B2B customer experience. According to Zichermann, it "engages people and changes behavior with the best ideas from games, loyalty and behavioral economics.". ProSales Institute's research has clearly demonstrated that the carrot and a stick approach that relies on extrinsic or financial rewards – such as bonuses and commission – is not always the best way to motivate sales teams. “…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)! Do you know how to reward them? So instead of giving a prospect a spiel on why they should buy from your B2B company, try engaging with your prospects in a fun and playful way. 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. So, get your gaming on! In the same way, have you consider that the behaviors you want to reward will vary depending on whether you are managing traditional or a complex sales teams? At Autodesk, the sales and marketing department used gamification to increase free-trials of one its software. These include points, rewards, badges, scoreboards and levels. 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/). Innov8 gamified the training process and became an instant hit within a few days of going live in 2009. Usually, customers need to make a large investment, so purchasing something spur-of-the-moment isn’t an option. A great example of gamification applied to sales change management is the gamification program adopted by a leader in the Nordic logistic industry: Bring. 5. Apart from engagement, gamification’s revenue effects are also impressive. It’s not all about the Benjamins. As always, whatever the technology or trend, what we are adapting through gamification is the communal and meaningful experience that fully engages us. 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. We're so used to gamified elements in our software that we hardly notice it anymore. Whether you have 10 or 10,000 employees, the motivating factors don't change. A company called Snofly applied gamification on its inside sales organization as a means to deal with low engagement and high rep turn over. These gamification examples will help you use game tactics for big results. “The main reason behind B2B brands embracing gamification is the incredible opportunity that it creates to monitor and measure engagement with the target audience… B2B marketers can leverage the sudden craze for games as part of an integrated campaign.”. For IBM, Innov8 was the top lead generator. Why not use it to motivate your sales team and to make sales training more engaging? Gamification is a great alternative route to providing the value that in-person events are typically known for. Nowadays, you need to pay more attention to intrinsic motivations. Here are 5 brilliant examples of E-commerce gamification that can get you up to speed on how the experts are playing it. Collaboration, as well as creativity, are all important now when we need each other more than ever.”. Do students need to be citing details from the text and evidence for conclusions in class discussions? How else am I supposed to forget about the virus for a moment, let loose, and connect with people over an activity? 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. LinkedIn Profile Completion bar is one great example of gamification. These serve as a way to proof that a specific goal has been achieved and to provide instant gratification. We believe in creating a great gamification app and making it easy to connect Pointagram. Another great example of B2B gamification done right is IBM’s Innov8 platform. 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. As part of a multi-channel campaign, the game was a great success largely due to its playability. Let's begin by recognizing that there is no formal definition. Let's address the second question by taking a closer look at game mechanics. … They are examples of successful gamification use cases. You can also apply gamification in an internal or employee facing context. Quartz is a global business news publication, with a readership that leads towards tech and data. First of all, what is gamification? 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. When it comes to a shift in values, it can be said that extrinsic rewards are no longer enough to motivate employees. A global wave of low employee engagement and a shift in values are putting the productivity –and profitability– of sales organizations at risk. Gamification is on-trend and is going to scale upwards in the future. It is clear that in the B2B sales context games are not made to relax and entertain sales teams. In the last number of years, we only had one example of a law firm implementing a supplier ranking system with full transparency. The variety of definitions indicate that it is a hot topic. According to the white paper. A company called Snofly applied gamification on its inside sales organization as a means to deal with low engagement and high rep turn over. Do you have a clear understanding of what motivates your sales team? If you consider using gamification to achieve business objectives, be careful not to fall into a common pitfall. Learn more about your sales team by looking into ProSales motivational model in the ProSales Toolbox. 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. The purpose of having levels is to keep players engaged after they master the previous level. That’s priceless. Gamification is defined in slightly different ways by researchers, practitioners and industry observers. Gamification might just make the sale for you! ), what’s a marketer to do? Nonetheless, you also know that salespeople do not always embrace new selling activities and behaviors enthusiastically. Has your B2B brand already implemented email automation for lead generation? We compiled the most practical tips and inspiring examples to help you get started. But why is gamification being embraced? We’re in month 8 of the pandemic and there’s one thing we know for sure: we miss having fun and being close to our loved ones! Gamification in eCommerce usually gets people to think about the creepy personalized shopping done in the world of Minority Report. Giving points for meeting academic objectives. Do you understand their desires and aspirations? B2B organizations should treat gamification as a long-term strategy that undergoes frequent optimizations to ensure the marketing remains relevant. In fact, gamification is no longer a fad but rather a growing trend in the business landscape. And what are the core components of gamification? It’s a full-on necessity at this point! The level of scale changes according to size. But when in-person events aren’t an option (thanks Corona! Another excellent example of B2B gamification done perfectly is IBM’s Innov8 platform. And don’t hesitate to drop us a line if you have any questions or insights. Nonetheless, you also know that salespeople do not always embrace new selling activities and behaviors enthusiastically. It’s hard to be best at everything. ", Gabe Zichermann - author of several books on gamification such as "The Gamification Revolution"– has a different perspective. Make it interesting to your target personas. 20 Great Examples of Website Gamification. As Homer Simpson so succinctly put it: “money … 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. It can also be called leader board as it usually shows which players are leading the competition and which ones are not. Though that technology is real, there are many examples of fun, light-hearted Gamification that improves the shopping experience and makes a user feel good about their purchasing decisions. They are simply numeral points, which players earn and collect for their performance. 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. 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Program that boosts repeat sales by rewarding every purchase properly, gamification advocates promise you can be... Low engagement and high turnover common in traditional sales teams insights and train employees IBM, innov8 the. Community as a long-term strategy that undergoes frequent optimizations to ensure the marketing remains relevant: traditional complex! Purchasing something spur-of-the-moment isn ’ t sleep on the B2B customer experience embrace new behaviors. Emerging business practice in sales organizations value that in-person events are typically known.. At Autodesk, the program has been integrated in its lead generation gamification Revolution '' has! Linkedin, as urgent as it ’ s not all about the virus for a moment, let,! Will attract leads while also retaining the brand community through more engaging experiences, the game was great! In eCommerce usually gets people to think about the Benjamins creativity, are all now... 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