Use Gamification to grow your B2B Ecommerce

Discover how to use Gamification to capture data to improve the digital experience and increase conversions.

Watch this webinar to learn how to capture data from gamification campaigns and how to utilize it to grow your B2B Ecommerce. 

We’ve invited Andreas Fabricius, VP of Commercial Excellence at LeadFamly, to share his expertise on how to capture new leads, engage existing contacts, and drive omnichannel sales using Gamification in B2B Ecommerce. 

Data that your customers provide is the most transparent data that your business can receive and Gamification is a proven strategy to capture that data.

Here’s what you’ll learn in this 40-minute webinar:

  • How to find new customers, partners and/or leads with the help of gamification
  • See great B2B Ecommerce success stories from different industries
  • Get practical tips for improving your digital experience and increasing conversions utilizing data from Gamification campaigns
Read the webinar transcript
Use Gamification to grow your B2B Ecommerce

Use Gamification to grow your B2B Ecommerce

Christian Beer: Good morning, everybody. And welcome to this webinar about how you can grow your B2B commerce. The gamification today I will be speaking. My name is Christian and together with my cohost Andreas. And we will take you through some numbers about B2B commerce, but most important, of course, how you can drive revenue by using gamification via some cases.

Just to give a brief introduction to dynamicweb the company I represent, we are international software company with headquarters in Aarhus, but operations globally, and we work with populous and and service customers together. Right now we have several thousands of customers using our platform globally.

Our offering is this business suite that you see on the left here and the uniqueness with dynamicweb and why it resonates very well for B2B commerce is that is it's a one app application that integrates content management, ecommerce, marketing and product information in one platform. And it's very suitable for integration to back office systems like ERP and especially dynamics products like.

AX and NAV and business central, et cetera, on the right. You see a couple of of customer references. If you want to know more, you can easily go and check the cases out on our website. All right, today, it's all about the B2B e-commerce and how we can drive revenue. And I just quickly got some numbers here about how is the development in B2B commerce.

And if you look at the growth rate here in the US market, it's a, it's an average 10% growth rate per year. So the market is there. It's booming and it's, substantial. And if you lookat, why companies are tending towards B2B that's because they want to basically increase the way that they digitally work with their customers, making it easier and more smooth to do business.

And the drivers behind it is of course, that they want to drive the business. They want to grow revenue. They want to save costs and they want to give a better experience. So it's a lot about the same mechanisms actually that applies in B2C commerce. And you also see some of the cases that, Andreas later on, we'll present that, but they also take elements of B2C and combining it with, a B2B context.

One of the challenges that a lot of B2B commerce companies are facing is the transition. How do we get a business digital operating model that works with our traditional model and how do we empower the organization, build the competencies, et cetera. That's one of the challenges we see and, we meet often at our customers.

Also some of the things that Forrester's highlighting here. Reasons of course we have this covered situation. And if you look at a study McKenzie recently did in April, you see the importance of the digital channels and B2B commerce. Before it was 50 50 ish about whether you would like to deal with your customers towards a traditional channels, but there has been a shift.

So digital has suddenly become more important and we believe this is a trend that will continue, and this whole situation will, change behavior. Among not only consumers, but also businesses because every every consumer is basically also sometimes in a business context. So B2B commerce and some of the tactics around it, like gamification, something we believe will be growing in the future.

So that was that was just a brief introduction setting the scene and now we'll leave the work to, Andreas for some integration on, how you can use gamification

Andreas Fabricius: Thank you so much thank you everybody for attending this webinar. My name is Andreas and I'm a VP of BP, commercially selling excellence here in Leadfamly.

Very briefly about gamification. We see it. We work with, marketeers all across the world. And by offering this technology, we enable companies to engage with the target audience in a meaningful way. And this is the way we see it. One of the key strategic targets for all marketeers in the world.

This is just a, short video of one of our customers. I know it's a business to consumer promoter, but it actually shows very easy classic personality tests in RN where you engage with your target audience. This is just one of our, I think it's 32 different game concepts in the platform where this case where Vero Moda engaged with the target audience.

And all this year drives into revenue into a workshop, which also leads me into to this slide. We will not touch base with all the game concepts today. We'll mostly focus on our. Brand extenders and our content engages which is ever game and knowledge games now terms they are known as very long engagement time and also very good to data capturing and op qualify, leads and enrich existing databases all these days, as we of course, put them into an API.

So whether. No matter what the email provider CRM system you're using, you can actually enrich or use these data points later on in your marketing

Briefly about leadfamly. We see ourselves as a game-based lifecycle marketing where you can actually connect, engage and grow your. Existing target audience in the whole customer life cycle. And this is no matter if you're a business to consumer and. Business to business operation. And every second two people is playing a game around the world, powered by the family and charm of our customers.

So all the games you actually going to see today, it's not a game from leadfamly, it is, just the technology behind it because it's successful platform where our customers log in and use our technology to create these memorable moments. We see ourselves as a brain hack. This is our own way of saying it a more academic term might be neuro-marketing.

We actually hacking the brain and making a mental cookie and we use chemistry. Actually. It's a dopamine oxytocin, serotonin, and endorphins. And it's the same way when we feel happy. When we score a goal in football, our favorite teams is winning. Are we playing the national lottery once a week.

It's the same mechanism inside the brain we would like to activate. And we use that by competing, challenging, mirroring and use some of these techniques. Our customers are using some of these techniques in the marketing, but that's because people are just hard wired to enjoy games and compete. So this is actually the fundamentals behind our technology.

That was enough about us. I would like to focus now on some cases one of our customers is solar. It's a European sourcing and service company has 2000 employees and primary target group and installers and engineers. So this is actually relative well-educated target audience. We're talking about here.

So this is installers embarrass industry who like heating, electrical and plumbing in general. The goal for this. A campaign I'm going to show was create awareness for a new e-commerce website and also an app only for these installers and engineers around the world. So what they did was the seat of this gamification campaign through their existing email database, they used a quiz as a format then before you could answer the question, you need to log onto the e-commerce platform.

Do a search and find the right product to answer these questions. So this was a new way of launching a new website, making people download the app and also of course educate them at the same time. After you have been the right question, you were begging the quiz and you were then redirect to the e-commerce website.

And of course, updated an opt into the CRM and email marketing system. The campaign looks like this extremely simple it's in Danish, but it's just a tricky question where you can only know the questions. If you have been inside their that e-commerce platform. So in this case is the prize is two tickets for the cinema.

You have to sign up before you are entering the question. Of course, if we knew the mail already, this will be pre-filled. And as you see, yeah, we didn't answer. Correct, but you need to go into, to the you're forced to go into the e-commerce platform afterwards and, find a good offer for you.

Very simple campaign. And the e-commerce rate from people opening the email, clicking, playing, and then did a search on the website was around 50%. So this is a relatively high conversion rate. As we see it also for solar where it is sometimes quite tricky to launch a new website and actually attract traffic from existing customers.

Christian Beer: So this was basically not a conversion heart condition. It was more like an onboarding conversion and, gamifying the whole process of introducing the new solution,

Andreas Fabricius: Yes, excatly. Both introducing a new platform, a new app, a new e-commerce platform, but also educating them at the same time. And also be very specific in the question.

So this is not a. As we say everyday question, this is a specific installer question. So that would only attract the right audience, but yeah. The next one here is Grundfos it's international. A global, sorry, circulation pump manufacturers, 20,000 employees. And we have been working with them for the last three years and using game mechanics in 52 different markets.

Their primary target group is also installers and engineers and they, use gamification for different barriers of various proposals. So this case here is actually about challenging people. And as you see the. The headline is, are you the best installer in town? And this is actually back to childhood where you are doing a classic memory game, where you are matching a pump.

Together with the USP. So if you are into this game about pumps and know anything about it you can I gave up in this video just for your information, but this is all about matching pumps with the USP. And this case you are competing against all other installers in the town, whether it's a high school in the end, you can see there is a time plug in, then there's number of moves.

And then of course you should match. In this case. Magna one is perfect for a small building. So you're also using education on top of this to, enjoy and compete. And this is a very smooth way of of using game mechanics. The other one here is a, that launched a tree campaigns. And I think it was three weeks, once a week.

And this year is a dragging place, the drag and place the hydronic balance and step in the correct order. And as you might see in this one, I have no idea what is the right place, but this is again, you're communicating more one-to-one eh, and in this case you can see again, loose. And then there is a video in the end, it actually tells about the world cup installer championship, which Grundfos of course is hosting.

This was actually also, you can see there's a small link to the Grundfos Academy, where they have put thousands of content pieces inside a big Academy E Academy online. So this is also leading away from your social media channel, social media challenge into this eh, E Academy hosted back Grundfos.

So this is another way of sorry for saying this manipulating people brain hacking. He then to, know more about some of their products in the end. The last one I have here from confess is a, they are using the EU sustainable developing goals and they are combining it with their sponsorship of a handball, both men and women.

This is also a way of activating an existing investment in sponsorship and using the UN climate goals and gamification. So this is also a very simple questions where they'll of course tell people how good they are and how close they are to, reach these goals from the UN. The next one

Christian Beer: Before you move on. It's again, a customer was not doing a, an active conversion. Is that a typical B2B that you're focused more on, on other varietals? So dimensions that taking the actual conversion, or why are you doing it?

Andreas Fabricius: In this case grundfos was. Mostly promoting the big content universe was of course also was particularly behind the login.

And that was a direct conversion, sorry, a direct connection between the Academy and also a very big business to business webshop e-commerce platform. So this was just the first steps. Into the Academy. And then that will lead from Academy down to the commercial workshop. So we can be injected in different places in the customer journey.

Normally it's more like a direct from one of our campaigns and then into the e-commerce platform. So this just had an extra step because the B2B webshop is just gigantic. Yeah. The next one here is from a guidance marine is a UK based company. That are selling very, high end measurement technology for Marine.

So this is very, niche and because they are so niche, they are really caring about their. Traffic on their website. So they are not found on social media than are found on Google adwords, because there is no demand for products from Guidance Marine more or less. So when people land on Guidance marine website, they want to make maximum benefit out of that.

So they using gamification to educate and capture the leads for the e-commerce. So very simple people landing on the website, making a quiz. And then of course we had. The these in our database afterwards, so we can use it for retargeting, for example, it was a quiz and as you see, these questions is extremely tricky.

There is a signup, so we make sure that we get the lead up front. And this is just, I framed into a Guidance Marine website. And as you see, what is the offshore Marine safety zone range. And I don't know about you question, but I have no idea about in this one. So this is very niche and this is just making a very, I would just say that this is maximizing the value of the existing traffic on the website.

And there is, I think it's a 10 questions in total but there are actually making themselves look as a thought leader in this market because everybody knows that the host master in the room is always the smartest guy in the room. So asking very tricky questions, you automatically put yourself in a position where you are the smartest guy in the room, and this is the exact position where.

That kinds Marine was looking for. Unfortunately, I was not a DP, a expert in this case, and I can of course, refer to a friend. So this is also a very good way of doing member to member, customer, to customer thing. And then you can actually challenge other persons as active in the industry. And I can actually also play it again, but just so what actually happens here is that the lead we're getting here in our database, we know exactly.

How much they know about our products. And just imagine how long that would take in classic old school push marketing. So by using this technique and a quiz on the existing website and catching the lead here upfront, you will have a very, good lead as a good baseline. And this is, as I said before, the maximizing of the traffic on the website, now we have a Danish case from a maskiner AS they are selling a heavy construction equipment dealership and they have only 30 employees compared to all the other global so the global B2B customers just showed about this is just a very simple engagement campaign. This was actually just add on to the traditional marketing. They used Facebook where they found different groups for farmers in Denmark, where they share some know-how about some of their products from a Yanmar.

And then they did some specific retargeting on that. And they also use the same campaign on the e-commerce platforms. In this case, it was a guest a picture. And there's not a video about this one, but you should actually just get the product where it zooms out of one of their constructions. And if you had 12 out of 12, correct, you will be satisfied as a machine.

It is support and then you are allowed to buy something from them from people landing on the game. Answered all 12 questions 85% of them competed that and signed off for their newsletter. So this was a very, high participation rate and a conversion rate, which was also the target for them.

But on top of that, they spent one point 20 seconds together with the brand. And I think some of the. Some of you are listening today, might have some of the same challenges as maskiner AS, sometimes it's quite tricky to engage people with maybe very heavy content and very complicated products. So by gamifying, this is actually possible to, engage with your audience like this.

This one, here is a problem.

Christian Beer: Before you move on. If any of you have any questions during the webinar, you're welcome to use the chat. We might, we probably take our answer the questions at the end but if, some has relevant questions to the case, we might pop in with the questions. So please don't hesitate to, write out your questions to us.

Andreas Fabricius: Yeah. Some of the last two last cases, years from danfoss, they would like to engage and capture new leads and nurture existing databases. And so they did a product selector to, get and keep installers. The smart thing danfoss notice here was the started out, sending it only to the permission database.

Then they replicated the same question to the social media channels. They have that very active on them, but they're also using this for events. This is a classic way of replicating the same content as we producing it. In this case, it was all about seeding people to the market and classic marketing funnel.

And you can see that when I come to the resources, that's quite good. So this is a simple way of using Schumer and at the same time, challenging people. So what kind of installer are you? And you can be these different things here in the end. And they have been using humor. And combining humor together with actual, quite important questions for that, eh, revenue-driven marketing afterwards.

What do you do with you have a open invoice and people are complaining and you can see here the, signup formula is quite long. They are using both. Schumer and to his questions. And in this case, I was some kind of wizard. As I see it down the line here, you can see, you can go back to the installer website and then of course pratfall for more products in the end.

But what is important here is that they enrich the existing database with, the, with very relevant data points. They can use that for the retargeting and the sale afterwards. And we see that through CRM systems. Down the line. So the sales reps actually know exactly what now that this email, this phone number of this company is qualified for buying X Y Z products.

In the end, the party's participation rate here was 44%. They spent two point Five seconds, 2.5 minutes, more or less doing that, using this game. And in the end we converted 73% back to the installer universe by pushing them through the marketing funnel.

Christian Beer: This is a enrichment. This is not exactly conversion or e-commerce, but it's whatever leads to that.


Andreas Fabricius: it's yeah. So this is maybe, yeah, this is a tough funnel activity where you. Add massive insights for existing databases, which is extremely valuable for danfoss. The the other way of, collecting these kinds of data would be more or less on a manual basis, a way of calling meeting people. And so this is a very smooth way of using this.

Last one, here is a, it's a British based company. It's a UK located hotel group. It has 22 hotels. It is a business to business focused for events and meetings. And the target group was only business owners and event planners. And I know that right now, there is some COVID-19 issues about a lot of Christmas parties in Denmark.

And I think even worse right now in the UK, but they're using the game mechanics to drive some kind of awareness about. That hallmark hotels is actually open for business right now. And they also open for Christmas parties. So this is a very niche campaign is very specific for small to medium size company, and it's only tied to business owners and it's also, they have a event planners hired.

So you see this through the classic channels, again, email and social media. And in this case they use a very old school memory game, and then they push it of course, to the CRM system. And then afterwards to the e-commerce platform where you could directly book your next event online. Very simple game.

Not very tricky, just very simple joys also to show that even though this might be a little bit childish game, it's still working for targeting business owners and event planners. What here is important to notice is a very high conversion rate and you spend one and a half minute in the campaign and out of the 100% landing on this game, participating 25% in the end, click onto the booking engine on the e-commerce platform.

And they collected 2,100 new permissions and adding them to their existing target audience. And this is actually very high. People it's a very high number of permissions, even for a UK based business to business hotel group like, hallmark hotels in this one. I think we have a question here from about ages.

And this is a very good question from Johan if there is any differences in ages and I think you mean here in general. We can actually see that people right now are launching child universes, because if you are a business owner, you're working at home, my, you might have kids. They have been producing a child universe only for kids.

By using some of the game for example, Jyske Bank have done that. So every day there is a new game. So you have at least 30 minutes quiet for your emails every morning, they see this game. So they could both be for Childs. And I think our oldest average target group is 70, which is boxer. It Is a Danish broadcast company, sorry, a streaming company, and that producing a lot of games.

So there is no differences in ages. Of course, it's all about the content and the media, where you are seeding the games as well, but we don't see any differences in these. Everybody's just loving to, to compete and play in general are very good questions. And on top of that we alsol very often ask about gender. And that I think our latest analysis from 2019 was 49 men, 51 women. So this is more or less 50 50 on a global scale like this, but good questions. So today we touched base with mostly the brand extenders and our content engages in total. We we have 30 different concepts and we are classic SAAS company.

So we, of course we add on games all the time. Some of them we mostly see in a business to business content is is our quizzes, our polls and our swipe games and also our memory game and prior game, these are the best ones to engage and challenge people. This is also a learning from today. I think it's important that especially in a business to business content that you are.

Willing to challenge your target audience, because otherwise you will quite soon be a, just a fun things. And this might be quite far from your normal prime positioning.

Christian Beer: So when you say challenge, you mean it needs to be difficult.

Andreas Fabricius: It means to be difficult, for example, the game and the quizzes resolve from Danfoss and Guidance Marine, for example.

Is that it's extremely tricky questions. And that might also trigger when you browse through a crisp example in your LinkedIn feed, and you can see that this is seated only for Marine experts automatically. You will be activated by that. your eye will catch it. And when you then open the quiz and it might be too easy, you might be disappointed.

So by really Make benefit of all the knowledge you have in the content universe, because you are the expert about the products on the market. So using that information and challenge the people and stand out as a Quizmaster in the room, you will also have the right positioning afterwards. Yeah.

So by competing, eh, On a high level is one of thebiggest things,

Christian Beer: but just the question. You also showed a very various sizes of companies like Danfoss plus 20,000 people and the Maskiner AS or something was 30 people. So it's yeah. Does it how has the resource, if people now are sitting here and considering, okay.

Gamification may work in my business, what is the effort to get started with this? This is a cheered show only for the big one. What do you say is what's

Andreas Fabricius: the effort. I will say that by this is a complex platform is a very, big platform. And I said, sometimes we use the same that this is Photoshop for gamification, so you can actually build everything inside it.

But if you're just starting out, you can use very simple. Some of the quizzes we saw here that only take after an onboarding. In our platform, a couple of hours to produce content pieces like this. So it's

Christian Beer: something that the marketing people at the B2B companies can do on their

Andreas Fabricius: own. Yeah. Where there is a very perfect fit is sometimes where if, for example, Grundfos is in 27 different countries, we have.

Maybe one super user on the headquarter and then they can actually see the campaigns global afterwards, but also a big learning is that you can actually replicate the same game and use it both on LinkedIn, both on Twitter, both in eye frames, on your e-commerce platform. And also in your, yeah, in events wherever you are market doing marketing today.

So, yeah, just here in the end some quick learnings we can see that you can actually inject game mechanics in your marketing as we just, and no matter how big your company, It's actually able to, implement it right now, we see a lot of changes in demands. So we also recommend everybody that when there is something like COVID-19 is happening, you need to look down and look.

Of new ways of thinking and we see that instead of the classic push marketing, you can actually buy very successful results. And some of the cases we show today, you can actually use this way of pulling people through the marketing funnel by trigger them with some of these game mechanics in the end, down the line, especially also in times like this, it's all about being remembered and we see that.

If you should be remembered, it's all about interactions. I think a banner click through rate is below maybe 0.0001 and Everest right now in the internet. So, by using this mechanics and trigger people in some kind of a universe even if it is on your own website, if it is in an app or a newsletter and using these interactions, it would always win your audience in the long run.

And again, this could be used, as you said before Christian, and in top funnel, you can use it to enrich and grow your existing email database, but you could also use it as a it's a win-back thing. If you're having a, slip away of, some of you your existing customers, and you can see that the customer lifetime value is, decreasing in these times.

Right now, it's about keeping them warm, keeping them active. And as we see today, this is an any industry. This could both be in a yeah, very big companies, very niche companies, websites, everything. Yeah. This was basically some of the key learnings today.

Christian Beer: Yeah. It's very interesting to see how you can deploy in various industries and in, in various cases and also in the size of company.

I think we maybe have time for some questions. I think you answered some of those that were, I think the first one about examples. Let's check. What is, I think you need to, yeah,


No, you can just continue, but

Andreas Fabricius: yeah. Hang on a second. Yeah. So might be a question for you Christian.

Christian Beer: Can we build gamification forms within dynamicweb with multiple questionnaire page pages?

Yes. You can do that. But I think that will mean that if you're using dynamicweb, you need to figure out on your own how to combine the brick and mortar pieces that we have there and create a campaign. Whereas. If you, integrate I-frame with gamification platform like that leadfamily, there are some pre-built campaigns and, some methodology that makes it probably a bit easier to, ramp this up instead of building it on your own.

So, I think that would, I think I would. Would really try to see that first and investigate what options there are before building yeah. Building on a mobile platform. I

Andreas Fabricius: also have a comment for that. We also see that one thing is of course the the, leadfamily platform, and then you have the dynamicweb platform.

And of course you can combine that with iframes and so on, but we also in general see that the biggest outcome of the leads, the revenue in the end of these complications platform, if. The whole journey is not perfect, but it actually works so you can download the app and buy something in the app. And that of course also requires that wherever these gamification campaigns in up in the e-commerce.

Universe it should work. It should not just be a call us between eight and five. So

Christian Beer: you need a hot conversion as InPoint at some

Andreas Fabricius: in some way. Yeah. This is where we can see the biggest return on investment. If you say that in a hot call return of investment measurement, that if we leave the.

Traffic to a proper website with a Top, proper lead capturing, add to basket and all that kind of stuff. This is where we actually make the biggest difference down the line. Yeah.

Christian Beer: Yeah. Another question that the first one try to click up here. Your examples are related to B to e-learning for B2B, but can you increase conversion rate and turnover when.

B within B2B is using gamification

Andreas Fabricius: rather think of business to consumer. It's a good question. As a, basically we can drive that traffic and I think it's, about, you should see this as a marketing funnel where you will. For time it's on the quiz example, share, you will ask the same questions if you had a meeting.

Yeah. You would ask the same questions before you could buy anything very come with product online. So, we can actually, as we say, jump the funnel also in a business to business content and then send highly qualified traffic insight. The platform of whatever it is, and you can also use it for the e-learning.

And we can see that if you're combining the e-learning thing, educating thing, challenging thing, you'll have a sweet spot where you really do a mental public insight people. We have also, for example, flügger maling, they're selling paint in Denmark. They are competing a lot of other painting producing companies.

And they've just think that if they spend time together with the painters around the world, They think that when you're on the, in the business to business painting shop, you have X percent more chance to be picked out because painting is painting more or less. But if you have been spending two or three minutes together with the brand beforehand, You might have a bigger chance, a Indian to be picked.


Christian Beer: So B2B, I think companies moving in the B2C direction in general so that you don't need to be locked in to see your price, but you need to have some mechanisms to drive traffic that conversio ns that. Even though it's B2B business to business, it's like B to C. So the boundaries are getting blurred in some way.

Andreas Fabricius: Yeah. That I just, we have a. Yeah.

Christian Beer: How, would the starting process look like? How long would it be to a campaign is active. Yeah.

Andreas Fabricius: Very good question. When you're up in billing one campaign, it's very easy to replicate them and push them out to some of the other channels you have as our channels you have.

But we have an onboarding program in our end that will take some hours to get familiar with the platform. And with all technology, there'll be some frustration, but yeah. When you are on top of that it should be quite easy on a basic level to push out campaigns. As we saw today, some of them here today is of course, something I've been spending time, maybe an activity agency, something like that.

But mostly we see that it is in-housing teams who is producing these campaigns and, it will take a couple of hours per campaign. And then after that, we will replicate them and usually indifferent to chance afterwards. But yeah, it's a very quick question. So

Christian Beer: it's all the branding, all the setting up and all the tracking, onboarding, tracking, yeah.

Andreas Fabricius: Tracking API . Yeah. Two integrations and all that, that set up once. And then after that, it's actually using

Christian Beer: the, we're not talking weeks. We're talking days here. Yeah. I would say that. Yeah, definitely.

Andreas Fabricius: That's good. That's very good questions. Any questions here in the end? I think

Christian Beer: We have basically answered all of them.

So I was wondering if if somebody else would like to ask questions otherwise I think it's about time to thank everybody for listening in and yeah. Hope you're enjoying the session and that had some good info on gamification. And thank to you and thank you so much for hosting this session today.

Thank you. Thank you. Bye-bye have a nice day. Bye.