With the season of giving in full swing, it feels fitting to explore a topic that's often met with mixed reactions in B2B marketing: gift card incentives. Are they effective tools for driving results, or do they signal desperation to buyers? While opinions vary, we're here to share a perspective rooted in real-world experience: yes, gift cards can work—when used strategically!
Perception vs. Performance
The pushback against gift cards often stems more from perception than performance. Some GTM colleagues argue that using gift cards feels transactional, potentially diminishing the brand's value. However, widely accepted forms of buyer engagement—like steak dinners, bourbon tastings, and booth swag—carry significantly higher costs and are not seen in the same light.
Outsourced BDR agencies and third-party event organizers also regularly use incentives such as gift cards to secure meetings and boost event attendance. These tactics are particularly useful in competitive markets, where standing out and driving engagement are essential.
Ultimately, what matters is how the incentive is presented. Thoughtfully framed and executed, incentives can effectively cut through inbox clutter, initiate meaningful conversations, and serve as a cost-efficient tool for engagement.
Gift Cards as Demo Incentives
In the context of B2B marketing, gift card incentives are most commonly used to encourage prospects to book a demo or discovery call. This approach works particularly well because it lowers the barrier to entry, offering something tangible in return for a prospect’s time and attention.
However, a critical best practice is to include a clear disclaimer that the gift card will only be issued after the demo or call has taken place. This ensures prospects follow through on their commitment, helping you avoid wasted time and unqualified leads.
When Gift Cards Work
The key to leveraging gift cards effectively lies in the strategy. Here’s when they’re most likely to succeed:
Target Warm Audiences
A gift card sent to a completely cold lead is likely to fall flat, be perceived as spam, or worse, bog your team down with low-quality leads. But when targeting a warm audience—prospects who’ve already engaged with your brand and fit your ideal customer profile—the incentive can serve as a logical next step to deepen the relationship.
Offer Meaningful Value
The incentive needs to feel proportional to the time and effort you’re requesting. A $100 gift card in exchange for a 30-minute demo feels reasonable. A $5 coffee voucher for a lengthy survey? Not so much.
Pair with a Clear Value Proposition
The gift card should complement, not replace, the value your product or service brings to the table. Make it clear that the incentive is simply a gesture of goodwill, not a bribe for attention.
Avoid the “Spray and Pray” Approach
Gift card campaigns shouldn’t be treated as top-of-funnel, mass outreach. Instead, focus on specific target accounts or segments where the ROI potential justifies the investment.
The Reality: Gift Cards Drive Results
The truth is, gift cards can drive results when used thoughtfully. They lower the barrier for initial engagement, opening the door to deeper conversations that can lead to significant deals.
Are they the right tactic for every campaign? Absolutely not. But dismissing them outright ignores the fact that many marketers have seen real success using this approach.
A Final Thought
As we embrace the holiday spirit of giving, it’s worth reflecting on how gift card incentives can play a role in your marketing strategy. Their success hinges less on the incentive itself and more on the strategy behind it. If you’re considering incorporating gift cards (or any incentive for that matter) into your campaigns, remember: target the right audience, offer meaningful value, and always include a disclaimer to ensure proper follow-through.
After all, marketing is about driving results—and when used strategically, gift cards can be a valuable tool in your arsenal.