At first glance, B2B marketers and leprechauns seem worlds apart. After all, leprechauns are known to inhabit the wooded and grassy hillsides of Ireland, while B2B marketers typically take to cubicles and office buildings throughout the world.
But as we prepare to turn the corner into spring and roll out the corned beef and cabbage, it’s worth asking the question: Do we have more in common with leprechauns than we think? Let’s take a look:
Sport of choice
Leprechauns love games. B2B marketers are taking a page from their book to engage buyers. From websites to social media to online communities, marketers are using gamification to connect with and learn about target audiences. In fact, Gartner predicts 70 percent of the world’s largest companies will have used at least one gamified application by the end of 2014.
Leprechauns hate getting caught and will grant you three wishes if you should catch one. B2B marketers hate “one & done.” Repurposing and extending ROI is a key strategy when it comes to content and events. An article can become a whitepaper, an infographic and a blog post. Instead of an in-person product showcase, webcasts and virtual events extend reach beyond four walls and a single day. They magically connect with audiences around the world and keep the conversation going.
Everyone knows that leprechauns will steer you towards a pot of gold at the end of a rainbow—which is exactly what B2B marketers do, too. Targeted, content-driven strategies are the rainbow that guides many a business toward success.
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