Gamification. Sounds fancy, right?

It is, and it isn’t. Essentially, gamification is a marketing technique that engages people through the use of game-like elements. Typical examples of gamification in marketing include contests, loyalty programs, quizzes, and actual games.

Some advantages to using gamification techniques in your marketing are customer engagement, more time on-site, improved brand awareness, and increased loyalty. For example, after Verizon used gamification on its website to encourage more engagement, they found that customers spent 30% more time in the gamified environment.

Likewise, in a report by SNIPP, gamification increased a brand’s client engagement by 47%, brand loyalty by 22%, and brand awareness by 15%.

All of these measures are intertwined. Customer engagement with a brand leads to loyalty through repeated interactions. Loyal customers are more likely to develop a brand attachment and spread the word about the brands they love. Word of mouth drives brand awareness among a customer’s audience who are more likely to check out your brand because someone they trust recommends it.

Now to find a marketing tool that can do ALL of that? Sounds like any business’s dream. It’s easy to see how well these tools are suited for B2C marketing. For example, a makeup company could include a quiz to help customers choose the right shade of lipstick, or an ice cream shop might use a loyalty program to get folks coming back again and again. However, it might be harder to conceive how gamification might work for B2B marketing.

In fact, B2B marketers have PLENTY of opportunities to effectively use gamification in their marketing. Below you’ll find eight examples of B2B businesses using gamification to collect leads, educate their audience, and gather user-generated content (UGC).

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