LinkedIn may have flaws and spam problems at times, but the ability it gives us to meet and share ideas with colleagues all over the world is wonderful.
What he has to say fits right into a tactic that I strongly believe is necessary in today’s B2B marketing. That is the importance of getting attention and standing apart from the competition by getting prospects “involved.”
Tracy’s presentation talks mostly about using contests to get attention in social media and for branding. He makes a strong case. But since my focus and expertise is in outbound B2B marketing and direct response marketing, I see contests also as an inviting way to generate a response.
Content is the primary device used in B2B marketing these days. It’s smart and it works. But just reading white papers, guides, blogs and attending Webinars — even watching videos — can get pretty tedious after a while. Contests add excitement and interest to making contact with a prospective new customer. They even allow B2B marketers to add a bit of fun and personality to their communications.
There’s no reason to think B2B buyers won’t take the time to participate in contests. They are humans, after all, who love to measure or test their expertise. The prizes can be related to the product or service being sold — or be simple gifts that could be tied to a benefit-related theme.
As Tracy explains in his article, contests are also great devices for gathering valuable sales data:
“You can increase sales and learn more about your customers, their perceptions and behaviors, along with their intent to purchase products in your industry category via embedded surveys in your contest entry form. These surveys can identify prospects, generate hot leads or provide insight into your audience. One of our affiliates in the travel industry recently attracted over 20,000 leads to a contest, 97% of whom answered three multiple-choice questions that identified their interests in travel. This is a valuable list of qualified leads that turns into new revenue.”
Even though he uses a B2C example here, B2B marketers can easily imagine how a short survey can be used to find out if a prospect has a need for their product or service.
I’ll bet that many B2B marketers would never think of doing a contest. The reason being that contests don’t appear to be serious and might reflect poorly on the company. I disagree. If the contest is well planned and ties into the company’s brand and product focus, it’s a fresh and effective way to draw attention to its solutions and to get its prospects involved.