Beyond the Holidays: Leveraging Gifting for a Smarter B2B Go-to-Market Strategy

‘Tis season to unfold pleasure and gratitude, making it the proper time for a considerate gesture—a company reward. However you don’t should restrict goodwill gestures to the vacation season. Don’t overlook the strategic potential gifting to have interaction prospects, speed up offers, and foster loyalty all through the client journey—and all year long.

A method the place gifting isn’t only a considerate contact however a software embedded in each stage of your go-to-market (GTM) technique can construct connections, speed up gross sales cycles, and strengthen retention. Enter Sendoso, the main platform for customized, scalable gifting. At BOL Company, we’re consultants on how B2B entrepreneurs can use Sendoso and gifting on the whole as a catalyst for progress.

Consciousness Stage: Constructing First Impressions

On the consciousness stage, the main focus is on capturing the eye of your target market, introducing your model with objective and intention. Gifting gives a inventive approach to stand out in a crowded market and make a long-lasting impression. It might probably additionally set up credibility and present how your values align together with your prospects.

A well-thought-out reward at this stage additionally communicates your model’s values and the way they align together with your prospects. By aligning the reward together with your firm’s values, you create a connection and set the inspiration for a long-term relationship.

Instance: A advertising company leverages Sendoso to ship eco-friendly welcome kits to prospects after a webinar. This gesture not solely leaves a memorable impression but in addition aligns with the company’s dedication to sustainability, planting the seed for model fairness and future engagement.

Consideration Stage: Driving Engagement and Curiosity

As soon as prospects are conscious of your model, the following step is to nurture their curiosity. Gifting through the consideration stage may also help break down obstacles, spark conversations, and showcase your dedication. Gifting serves as an icebreaker, differentiating your organization and inspiring deeper engagement.

Based on Sendoso, assembly gives with a present are accepted 3X more than these with no reward. Nonetheless, the important thing lies in selecting a significant reward that resonates with the recipient and demonstrates worth. We have all seen the traditional supply of a $5 reward card in trade for half-hour of our time. For a Chief Advertising and marketing Officer (CMO), this may occasionally really feel out of sync with the worth of their time. Reward playing cards should align with the context of the trade to be efficient. 

Instance: Providing an Uber reward card to offset journey bills for an in-person assembly or a Starbucks reward card for a espresso through the dialogue provides a layer of relevance and thoughtfulness. It’s not simply in regards to the reward however the objective it conveys.

Determination Stage: Closing Offers with Personalization

Private touches can tip the scales in your favor as prospects transfer towards making a choice. Gifting demonstrates consideration to element and reinforces belief, protecting your online business prime of thoughts. Considerate presents additionally present prospects that your organization is invested of their success, solidifying their confidence in selecting your resolution.

When choosing a customized gift, dive past surface-level particulars and uncover what really resonates with the recipient. A considerate, well-researched reward not solely makes an affect but in addition strengthens your connection. Listed below are some key issues to information your choice.

Try their LinkedIn bio for clues

Key Perception: Search for what they spotlight about themselves. Their bio usually displays their passions, priorities, and character.

Instance: “Once I’m not lighting up the darkish funnel, I’m mountaineering with my canine, Mr. Jingles.” Take into account a mountaineering accent like a collapsible canine bowl or a path map of native mountaineering spots.

What actions and societies did they take part in throughout College?

Key Perception: College societies and golf equipment reveal pursuits and formative experiences. Did they play a staff sport? Have been they energetic in scholar organizations?

Instance: Rowed crew in faculty? Ship them a e-book about legendary rowing groups.

Verify their LinkedIn Prime Voices

Key Perception: The influencers and thought leaders mirrored of their LinkedIn Top Voices mirror their skilled pursuits and aspirations.

Instance: Are they following a well-known writer? Ship a duplicate of their newest e-book.

What firms and teams do they observe? Are they subscribed to a e-newsletter?

Key Perception: The manufacturers they have interaction with, particularly distinctive outliers, can reveal hidden pursuits.

Instance: Are they following the Economist? Take into account an annual subscription.

Personalize primarily based on hobbies and pursuits

Key Perception: Don’t simply play detective—search for refined cues to tie the reward to their passions!

Instance: For a foodie, a subscription field of connoisseur snacks or a cookbook by a preferred chef.

Personalised presents work greatest after they present you’ve paid consideration. Mix what you be taught from LinkedIn with creativity to make your gesture really memorable. You’ll construct rapport and set the tone for a deeper skilled relationship. 

Buy Stage: Making the Onboarding Expertise Memorable

As soon as a prospect decides to maneuver ahead, the onboarding course of turns into essential for shaping their notion of your model. Gifting at this stage reveals appreciation for the consumer’s choice, reinforces that they’ve made the fitting selection, and units the tone for a profitable partnership. 

Instance: Kick issues off with onboarding kits, together with branded objects, useful sources, and handwritten notes, or shut the gross sales cycle with a candy deal with. This considerate gesture helps purchasers really feel valued and excited to start their journey.

Retention Stage: Strengthening Consumer Relationships

The gross sales course of doesn’t finish when a deal is closed. Retaining clients is essential for long-term success, and gifting is a strong approach to construct loyalty and present appreciation. Celebrating consumer milestones with significant presents retains your organization prime of thoughts and solidifies long-term partnerships.

Instance: Did your POC simply get promoted? Present them you’re excited for his or her subsequent position, and remind them you are on their staff with congratulations! This easy gesture reinforces goodwill and loyalty.

Grasp Gifting at Each Stage of the Funnel

Strategic gifting isn’t only for the vacations—it’s a strong software for partaking prospects, changing leads, and retaining clients all through the funnel. 

Gifting is certainly one of some ways BOL helps purchasers create customized, memorable experiences, speed up pipeline, and drive income. Sendoso makes scaling and optimizing your gifting technique easy, enabling groups to ship worth and stand out available in the market.

Elevating your gifting technique is only one good thing about our AGM² methodology. By aligning advertising and gross sales, AGM² ensures your efforts, together with gifting throughout the funnel, drive measurable progress and construct stronger relationships. Study extra about AGM² here.