Gamification for B2B

Empower your B2B marketing strategy.

Engaging with prospects and building strong customer relationships is crucial in B2B marketing. With Playable, engage prospects, boost lead generation, and build lasting relationships to stay ahead of the competition.

NEW: B2B gamification resource

Marketing Gamification Guide for B2B

Discover the effectiveness of gamification in B2B marketing, and see how to get started to drive results.

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Elevate B2B marketing success

B2B marketers face complex challenges, like non-linear buying journeys, sales alignment and supporting business growth. Playable’s gamification platform transforms these challenges into practical opportunities; driving performance, educating and understanding their audience and delivering standout experiences.

Attract & engage prospects

In the competitive B2B landscape, capturing and maintaining attention is crucial.

Meet your audience where they are: Use marketing gamification to capture attention across multiple channels, including social media, webinars, and industry events.
Stand out from the content overload: Implement gamified content that cuts through the noise, making your brand memorable and engaging.
Get consent seamlessly: Utilize in-game registration forms to gather marketing permissions, enabling long-term engagement and targeted follow-ups for leads.

Drive lead generation and sales

Generating high-quality leads and aligning sales and marketing efforts are key to B2B success.

Boost lead generation: Use gamified campaigns to attract high-quality leads with incentives and interactive experiences.
Enhance ABM strategies: Implement gamification to engage high-value accounts with personalized and targeted campaigns.
Event engagement: Use gamification at industry events and trade shows to draw attention and collect leads, making your booth the go-to destination.

Deliver personalized experiences

Personalization at scale is vital to meet the expectations of B2B prospects and customers.

Optimize the customer journey: Use gamification to map and enhance your B2B buyer journey, ensuring a seamless experience across all touchpoints.
Collect relevant data: Make use of each experience including forms and games such as personality tests to gather detailed insights on prospect preferences, behaviors, and engagement.
Educate your audience: Leverage interactive experiences to educate your audience about complex product offerings.
Sales and marketing alignment: Use Playable’s integrations to seamlessly send the collected data to your CRM system and empower sales with enriched profiles.

Build loyal relationships & demonstrate ROI

Building lasting relationships and demonstrating marketing effectiveness are critical in B2B marketing.

Retain and nurture customers: Implement gamification strategies that reward loyalty and encourage ongoing engagement.
Measure ROI: Use gamified metrics to accurately track and demonstrate the return on investment of your marketing activities.
Establish thought leadership: Make use of gamification to share valuable insights and expertise, positioning your brand as an industry leader.

B2B success stories with Playable

Qiagen

QIAGEN’s quizzes keep the medical world educated and informed. One campaign saw 22,868 sessions in a six-week campaign period.

Wärtsilä

Wärtsilä needed to drive engagement through digital experiences that resonated and left a lasting impression, including 600 customers who participated.

Würth

They wanted to increase their permissions and engagement with their online customers, which led to a 25% sales conversion.

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Frequently asked questions

Absolutely! It helps generate valuable leads, enrich lead profiles with data, empower sales outreach, attract event attendees, and educate customers to reduce churn.

Most definitely!

At the event: Engage attendees with fun skill games and educate them about your brand with knowledge games. Plus, collect contact details through lead forms.
After the event: Use the collected leads for nurturing campaigns where you can learn more about each of them, before sharing enriched profiles with your sales team.

Yes! Your sales team will benefit in two significant ways:

They will receive new and more engaged inbound leads at scale that they can reach out to.
These leads will be enriched with valuable insights, providing the knowledge needed to target them precisely and with clear objectives.

Data is collected via form entries, game metrics (e.g., personality test answers), and analytics tracking.
Data transfer can be exported manually or through integrations, and analytics data can utilize event tags/GTM.

All games are by default mobile-responsive responsive upon publishing.It is also possible to build mobile-only games.
Using the Playable platform, game can also have a specific layout based on the access device category (desktop, mobile, tablet)

Playable offers a fully integrated and advanced prize management system and winner management solution.
You will have full flexibility, control, and security when setting up and awarding prizes.

The Playable platform includes a real-time dashboard and analytics to enable you to monitor campaign visits, registrations, engagement insights, conversion rates, drop-offs by flow step or page, and more.
With over 40 native integrations, you can send your data to your CRM system, integrate it into your email platform, and even connect it to your preferred analytics tool.

For online promotion, you can use any owned channels that can display our games as an iFrame or a webview.
For offline promotion, you can use our integrated QR generator both for on-screen display or high-quality printing.

Playable is ISO 27001:2022 certified.
Data protection policies are in place, and we have procedures to ensure compliance with these policies.
We are also audited by external auditors annually for GDPR compliance.

By working with us, you will receive:

A dedicated Onboarding Specialist to help you get a valuable start to your gamification journey.
A Customer Success Manager as your direct point of contact at Playable, providing dedicated support, data-driven brainstorming, and business performance reviews
Online chat support based in our headquarters in Aarhus, ready to answer any technical questions you might have with a response rate of 17 seconds.

What other B2B marketers say about Playable

“The Playable platform has helped us to make the sometimes complex and technical topics surrounding our industry easy to understand and fun to learn. The tool has allowed us to create a truly unique customer experience that would not have been achieved without the use of gamification.”

Chris Meah, Marketing Execution and Development Manager, Wärtsilä

“In marketing, we all know you need to have something to get people’s attention and to get people to interact with your brand and products. So gamification is part of the machine that marketers can build, along with using email marketing, social media, and retargeting that your audience experiences as the brand’s universe.”

Martin Schmidtmann Holden, Digital Marketing Specialist, Würth Denmark

“Gamification is fantastic for B2B campaigns, and the best way to educate and to inform about complex topics. In our industry, you always have to navigate new learnings and developments, and gamification helps us to provide this information in a quick and playable way.”

Esra Cam, Senior Global Campaign Manager, MDx (Qiagen)