{"id":46848,"date":"2024-08-29T17:42:45","date_gmt":"2024-08-29T21:42:45","guid":{"rendered":"https:\/\/directiveconsulting.com\/ca\/?p=46848"},"modified":"2024-08-30T11:47:52","modified_gmt":"2024-08-30T15:47:52","slug":"without-gift-cards-b2b-would-fail-a-worksheet","status":"publish","type":"post","link":"https:\/\/directiveconsulting.com\/ca\/blog\/without-gift-cards-b2b-would-fail-a-worksheet\/","title":{"rendered":"Without Gift Cards, B2B Would Fail (+ a worksheet)"},"content":{"rendered":"<blockquote><p><span style=\"font-weight: 400;\">\u201cI won\u2019t glance twice at a LinkedIn message if there\u2019s no incentive attached to it. Sorry, not sorry, but I don\u2019t have time for a pitch if I can\u2019t also use the time to order new golf balls on Amazon with the gift card I got from that intro call,\u201d Anonymous (from an internal poll).\u00a0<\/span><\/p><\/blockquote>\n<p><span style=\"font-weight: 400;\">This response isn\u2019t isolated. Your pitch, your hilarious email, your clever turns-of-phrases aren\u2019t worth the digital ink they\u2019re written with if you don\u2019t offer more. Potential customers are busy. And in this \u201cdynamic world of B2B SaaS marketing, where strategies and tactics evolve faster than we can keep track of,\u201d people will still argue that gift cards simply don\u2019t work. (Editor\u2019s note: I tried to use as much jargon as possible in this sentence <\/span><i><span style=\"font-weight: 400;\">for effect<\/span><\/i><span style=\"font-weight: 400;\">. FOR EFFECT!)<\/span><\/p>\n<ul>\n<li><span style=\"font-weight: 400;\">\u201cGift cards are cheap meetings!\u201d<\/span><\/li>\n<li><span style=\"font-weight: 400;\">\u201cThey\u2019re not real marketing!\u201d<\/span><\/li>\n<li><span style=\"font-weight: 400;\">\u201cWorst hack ever!&#8221;<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\"><a href=\"https:\/\/www.youtube.com\/watch?v=u5EWe5baBck\" target=\"_blank\" rel=\"noopener\">Calm down.<\/a> <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Yes, the reputation of a gift card has become one that marketers love to hate. But why?<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u201cI genuinely hate gift cards too, they can feel icky. But the biggest ick of all is losing a deal I could have won,\u201d Directive\u2019s CEO, Garrett Mehrguth chimes in. \u201cMarketers love to hate on gift cards. But in the last 36 months, I drove $15M+ in revenue for<\/span><a href=\"https:\/\/www.linkedin.com\/company\/directive-consulting\/\"> <span style=\"font-weight: 400;\">Directive<\/span><\/a><span style=\"font-weight: 400;\"> giving away Amazon gift cards.\u201d<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Gift cards may not be the preferred go-to, but honestly, they work. And without them, B2B may not be what it is.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Let\u2019s explore this a bit more.\u00a0<\/span><\/p>\n<h2><b>What are the Real Objections to Gift Cards?<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">If you have to pay someone to listen to you, does that make what you\u2019re saying less valuable? Or does it perhaps show your listener you value their time?\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Some marketers say that gift cards devalue a meeting, and actually lead to lower conversion rates. Maybe, though, this argument instead hides a deeper sentiment. Maybe marketers think they&#8217;re too good for this.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Looking closer, though, gift cards are not about lowering the value of a meeting or compromising quality\u2014they are a strategic incentive to drive action. They serve as a catalyst to move prospects from apathy to engagement.\u00a0<\/span><\/p>\n<h2><b>The Getting-Going-With-Gift-Cards Plan of Action<\/b><\/h2>\n<h2><\/h2>\n<h2><span style=\"text-decoration: underline;\"><b>ACTION 1<\/b><\/span><\/h2>\n<h2><\/h2>\n<h2><em><b>Know Your Audience, Serve It\u00a0<\/b><\/em><\/h2>\n<p><span style=\"font-weight: 400;\">If you want your gift cards to actually work, you need to be specific with your messaging. This means you must target one audience with a focused value proposition, and consider your product&#8217;s unique selling points to that audience. Now, hone in on a singular title in a specific vertical like a Director of Demand Generation at SaaS companies with over 200 employees. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Boom. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">A simple yet focused approach.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Why does this work? With a narrow focus, you increase the relevance of your message, shortening the time to value for your prospects. You are not attempting to be Salesforce overnight; instead, emulate the success of more niche-focused companies like Gong by offering precise solutions to a well-defined audience.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Directive\u2019s VP of Strategic Engagements, Drew Choco, knows this. He says, \u201cMarketers should use [gift cards] because it allows you to generate sales meetings from a platform like LinkedIn, where there is no search intent.\u201d Drew elaborates, \u201cIf you have a specific niche that you are going after, the best way to get in front of them is on a channel where you can actually control firmographics, technographics, etc. This is also a great way to control ACV, because again, you have control over the types of accounts you&#8217;re reaching out to.\u201d<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Further, Drew explains, \u201cA lot of people who take the call are actively looking for our services. I hear a lot of, \u2018What intent data are you using to target me?\u2019 The reality is, they likely saw our ad a number of times, but chose to respond because they were actively looking for what we do, and get gift card out of it.\u201d<\/span><\/p>\n<h2><span style=\"text-decoration: underline;\">ACTION 2<\/span><\/h2>\n<p>&nbsp;<\/p>\n<h2><em><b>Send Gift Cards to Qualified Audiences <\/b><b>Only<\/b><b>\u00a0<\/b><\/em><\/h2>\n<p><span style=\"font-weight: 400;\">Not all potential customers are created equal.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Your gift card strategy should reflect this. The key to success is manual verification of your Total Addressable Market (TAM). Map out and verify every account you plan to target, ensuring they align with your ideal customer profile.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">When you\u2019re only advertising to your manually-verified audiences, you can rest assured your budget won\u2019t go to waste. The goal of all of this direct response advertising is to get the right person from the right account into a sales moment. You know what doesn\u2019t get people to a sales moment? Whitepapers.\u00a0\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Who\u2019s your audience? We can help!\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400; color: #993366;\">Check out this <em><strong>Customer Segmentation &amp; Personas Worksheet<\/strong><\/em> to get you headed in the right direction!<\/span><\/p>\n<p><img fetchpriority=\"high\" decoding=\"async\" class=\"alignnone size-large wp-image-46852\" src=\"https:\/\/directiveconsulting.com\/ca\/wp-content\/uploads\/sites\/11\/2024\/08\/Screenshot-2024-08-30-at-8.45.54\u202fAM-1024x514.png\" alt=\"Customer Persona Worksheet\" width=\"1024\" height=\"514\" srcset=\"https:\/\/directiveconsulting.com\/wp-content\/uploads\/sites\/11\/2024\/08\/Screenshot-2024-08-30-at-8.45.54\u202fAM-1024x514.png 1024w, https:\/\/directiveconsulting.com\/wp-content\/uploads\/sites\/11\/2024\/08\/Screenshot-2024-08-30-at-8.45.54\u202fAM-300x151.png 300w, https:\/\/directiveconsulting.com\/wp-content\/uploads\/sites\/11\/2024\/08\/Screenshot-2024-08-30-at-8.45.54\u202fAM-768x386.png 768w, https:\/\/directiveconsulting.com\/wp-content\/uploads\/sites\/11\/2024\/08\/Screenshot-2024-08-30-at-8.45.54\u202fAM-1536x771.png 1536w, https:\/\/directiveconsulting.com\/wp-content\/uploads\/sites\/11\/2024\/08\/Screenshot-2024-08-30-at-8.45.54\u202fAM.png 1772w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/p>\n<p><script charset=\"utf-8\" type=\"text\/javascript\" src=\"\/\/js.hsforms.net\/forms\/embed\/v2.js\"><\/script><br \/>\n<script>\n  hbspt.forms.create({\n    region: \"na1\",\n    portalId: \"6448820\",\n    formId: \"f1a23ad2-731c-43a0-80a5-18168e5e5397\"\n  });\n<\/script><\/p>\n<p>&nbsp;<\/p>\n<h2><span style=\"text-decoration: underline;\"><b>ACTION 3<\/b><\/span><\/h2>\n<p>&nbsp;<\/p>\n<h2><em><b>Target Champions, Not Decision Makers<\/b><\/em><\/h2>\n<p><span style=\"font-weight: 400;\">What\u2019s that saying? My enemy\u2019s enemy is my friend? This is sorta like that. Sorta.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">It doesn\u2019t seem intuitive, but targeting C-level executives directly isn\u2019t going to do what you think it\u2019s going to do. Why? C-level execs empower their direct reports and trust them to make the right choices. This means, you should be talking to the teams of the C-Levels, or, as we call them, the champions.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Champions could be more receptive to incentives like gift cards. All you have to do is gain their trust. This bottom-up approach can lead to higher conversion rates and stronger relationships with key stakeholders.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u201cI\u2019ve been approached a million times by my CEO saying, \u2018What do you think about this tool, Will?\u2019\u201d Directive\u2019s Director of Content Marketing, Will Price details. \u201cI\u2019ll come to him with a business case for a tool or solution, but rarely does he champion something. I just need his signature on the contract. Trust is a crucial thing.\u201d\u00a0<\/span><\/p>\n<h2><\/h2>\n<h2><span style=\"text-decoration: underline;\"><b>ACTION 4<\/b><\/span><\/h2>\n<p>&nbsp;<\/p>\n<h2><em><b>Think Bigger, Use Video<\/b><\/em><\/h2>\n<p><span style=\"font-weight: 400;\">Think for a second: Have you ever seen an insurance company advertise an eBook? Or a car company promote a data sheet? That information is readily available. Yet they don\u2019t leverage these assets to bring people to a sales moment (CALLBACK!). No, instead, they use creative, compelling commercials to capture attention.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">One time, a salesperson sent us a video of himself playing with his puppy. There was a gift card attached, too, but honestly, the puppy sold it, and we hopped on that call.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Film a 30-second live-action commercial that highlights your product&#8217;s value and promote it alongside your gift card.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">PRO TIP: Make sure your budget is small enough that you don\u2019t need to prove ROI directly to the CFO immediately. This allows for sustained engagement without constant scrutiny.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Additionally, set up retargeting audiences for those who engage with your video ads. These audiences often become your top-performing segments, amplifying the impact of your gift card campaigns.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">How do you get started with video? <\/span><\/p>\n<blockquote><p><span style=\"font-weight: 400;\">\u201cWorry way more about <\/span><b><i>what<\/i><\/b><span style=\"font-weight: 400;\"> to say and way <\/span><b><i>less<\/i><\/b><span style=\"font-weight: 400;\"> on the production value of it,\u201d Directive, Director of Video, Mike Farnham says. &#8220;Sharpen that axe most of the day, then chop the cherry tree.\u201d\u00a0<\/span><\/p><\/blockquote>\n<p><img decoding=\"async\" class=\"alignnone size-full wp-image-46850\" src=\"https:\/\/directiveconsulting.com\/ca\/wp-content\/uploads\/sites\/11\/2024\/08\/Infographic_BlogPost_WithoutGiftCards_v1.png\" alt=\"\" width=\"971\" height=\"870\" srcset=\"https:\/\/directiveconsulting.com\/wp-content\/uploads\/sites\/11\/2024\/08\/Infographic_BlogPost_WithoutGiftCards_v1.png 971w, https:\/\/directiveconsulting.com\/wp-content\/uploads\/sites\/11\/2024\/08\/Infographic_BlogPost_WithoutGiftCards_v1-300x269.png 300w, https:\/\/directiveconsulting.com\/wp-content\/uploads\/sites\/11\/2024\/08\/Infographic_BlogPost_WithoutGiftCards_v1-768x688.png 768w\" sizes=\"(max-width: 971px) 100vw, 971px\" \/><\/p>\n<h2><\/h2>\n<h2><b>CLOSING THOUGHTS<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Gift cards work.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u201c<\/span><span style=\"font-weight: 400;\">Gift cards may not be the magic carrot,\u201d explains Mia White, Directive\u2019s Director of Strategic Engagements. \u201cBut whatever aligns with the ideal customer to move them from apathy to action.\u201d\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Gift cards have outperformed other approaches we\u2019ve tested, including Allbirds, Yeti Coolers, donation matching, discounts, and credits. And they\u2019re easier to send.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">If you\u2019re in a moral quandary about using them, just remember, there&#8217;s no prize for being &#8220;anti-something.&#8221;<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The gift card is not the value proposition itself; it&#8217;s an incentive to drive action. When executed thoughtfully, it can be a powerful tool to create meaningful interactions and conversions.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Do what works for your organization.\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>\u201cI won\u2019t glance twice at a LinkedIn message if there\u2019s no incentive attached to it. Sorry, not sorry, but I<\/p>\n","protected":false},"author":93,"featured_media":46849,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"default","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"set","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"categories":[32,53],"tags":[],"class_list":["post-46848","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-demand-generation","category-sales"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Without Gift Cards, B2B Would Fail (+ a worksheet) - Directive CA<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/directiveconsulting.com\/ca\/blog\/without-gift-cards-b2b-would-fail-a-worksheet\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Without Gift Cards, B2B Would Fail (+ a worksheet) - Directive CA\" \/>\n<meta property=\"og:description\" content=\"\u201cI won\u2019t glance twice at a LinkedIn message if there\u2019s no incentive attached to it. 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