Can B2B brands learn this hack from B2C?

This week, I have a hack that has been tried and tested in the B2C world, but not explored much in B2B.

It is nothing but Contest Marketing.

We are very familiar with a wide variety of consumer products like biscuits, chocolates, and even newspapers running contests to improve customer engagement and attract more consumption. In most cases, it has worked in favor of the brand.

But can this be replicated in B2B businesses?

The answer is YES.

Depending on the niche you are in, the type of contest you can run will change. Broadly, here are a couple of ways in which you can do this:

1. Creating a contest for your ICP. For example, imagine your company sells a marketing automation tool. You could consider conducting a contest on creating a product marketing and GTM plan for the product exclusively for CMOs of your target industries.
2. A contest for people outside your target audience but can help attract a lot of eyeballs. Look at this contest run by Sage IT for example. It was aimed at college students. Today’s students are potential future hires. So, this was a great employer branding exercise. The topic having a social cause associated with it also made it more attractive to a wider audience.

Now, put your brain to work and think about the different types of contests you could run to attract your target audience and improve your brand awareness.

That's all for the week. I hope you found the content useful.

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