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M2110-233 - IBM Social Business Solution Sales Mastery Test v1 - BrainDump Information

Vendor Name : IBM
Exam Code : M2110-233
Exam Name : IBM Social Business Solution Sales Mastery Test v1
Questions and Answers : 61 Q & A
Updated On : April 25, 2019
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M2110-233 IBM Social Business Solution Sales Mastery Test v1

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M2110-233 exam Dumps Source : IBM Social Business Solution Sales Mastery Test v1

Test Code : M2110-233
Test Name : IBM Social Business Solution Sales Mastery Test v1
Vendor Name : IBM
Q&A : 61 Real Questions

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IBM IBM Social Business Solution

Qumu Launches IBM Connections Social Video answer for Collaborative potential Sharing #ibmconnect | killexams.com Real Questions and Pass4sure dumps

business video answer company Qumu is launching a brand new software designed to enable users to directly collaborate with video from the IBM Connections interface. The IBM Connections Social Video answer allows importing, sharing, distributing and managing video from IBM Connections.

principally, the IBM Connections Social Video solution permits users to upload video content directly from the Qumu environment to IBM Connections pages. furthermore, users can add movies to or create videos for blogs, dwell on IBM Connections pages with embedded video avid gamers right through playback, create and edit video on Connections pages and leverage automated transcoding and edition administration.

developing the company YouTube

Qumu’s new Social Video solution is part of an ongoing effort the seller is making to create a “company YouTube.” As reported in a recent Technorati article, Qumu sees 2013 because the yr when corporations will extensively change how they talk by way of video. Qumu seeks to allow corporations to share counsel, operate training and generally communicate by way of commercial enterprise video, supplementing and even changing greater usual sorts of company communications akin to textual content and electronic mail.

And as reported with the aid of CMSWire, Qumu added a functionality called “speech search” as part of its Video handle answer. Speech search permits clients to locate certain video clips by means of looking for key terms or keyword phrases used via audio system within the video.

based on Qumu, three-quarters of a company’s enterprise knowledge is spoken in conferences, no longer written down. When these conferences are video recorded, discovering that competencies has historically required that the video clips first be transcribed into searchable textual content. Qumu is casting off that step, with the aid of adding Speech Search to its video portal.

Speech Search indexes all the movies within the portal so that they can also be searched for a spoken note or phrase from any user device. moreover, textual content and speech can also be searched simultaneously. diverse movies can also be searched without delay, and if workflow rules are set, certain spoken words can be searched immediately.

Qumu_in_Action.jpgQumu Social Video answer for IBM Connections in action

The company Video palms Race?

With own video conversation having become so common, the potential of video for business talents sharing and communications may neatly mean a race to deliver new products comparable to this providing. Qumu’s collaboration with IBM Connections is an extra illustration of how it is trying to enhance the accessibility and usefulness of company video to make 2013 “the year of video” and create a real “company YouTube.” 


IBM to Run Vodafone's Cloud business, present solutions to Its European customers | killexams.com Real Questions and Pass4sure dumps

IBM Corp ( IBM - Get document) is stepping into a strategic partnership with British telecom giant Vodafone group PLC ( VOD to give sophisticated cloud and internet hosting options for enterprise customers in Europe, giving IBM short entry to a new market. IBM shares rose 0.5% to $122.19 on the close of trading on Thursday, because the broader market rose. 

As part of the deal, IBM will run Vodafone's cloud enterprise, with Vodafone paying IBM a complete of $550 million over the subsequent eight years in change.

The organizations will combine IBM's cloud choices with Vodafone's community and connectivity to give Vodafone's enterprise valued clientele a extra efficient connection between their cloud environments and their moves on contraptions. The carrier may be supplied to Vodafone clients in the U.ok., ireland and Germany.

"IBM has built business-main hybrid cloud, AI and protection capabilities underpinned by means of deep industry capabilities," pointed out IBM Chairman, President and CEO Ginni Rometty in a statement. "together, IBM and Vodafone will use the vigor of the hybrid cloud to soundly integrate essential business applications, driving business innovation -- from agriculture to next-technology retail."

Vodafone emphasised the goal became to simplify things for its customers. "through this new venture we'll accelerate our increase and deepen engagement with our shoppers while using radical simplification and effectivity in our enterprise," Vodafone CEO Nick examine pointed out.

Vodafone needs IBM's expertise in an effort to accomplish this. "It become a choice of like mindedness," Michael Valocchi, the co-leader of mission, IBM told TheStreet.

however for IBM, which has considered its stock decline 28% during the past year, the partnership offers way for a chance overseas.

in view that the joint providing will move through Vodafone's channels and to its client base, IBM will instantly benefit entry to Vodafone's big cloud consumer base in Europe, which would were tougher to obtain had IBM without problems determined to spend big marketing bucks on attaining those valued clientele, Valocchi talked about.

IBM desires to present other cloud items to Vodafone's customer base. lots of these offerings will  be combos of IBM's and Vodafone's know-how, so that you can create top class solutions for purchasers. IBM will use Vodafone's salesforce, already in region, to achieve this, and IBM will additionally put a few of its income drive to work with that of Vodafone's.

IBM announced in October its choice to purchase cloud issuer pink Hat Inc. ( RHT - Get document) for $34 billion, a 60% top class over red Hat's expense earlier than the deal turned into introduced. IBM has been increasing its cloud company as Amazon.com Inc ( AMZN - Get report) and Microsoft ( MSFT - Get document) storm forward as leaders in the house. "i might predict that RedHat capabilities can be a part of this mission," Valocchi observed. On Thursday morning, IBM additionally introduced it had signed a $325-million settlement with Juniper Networks ( JNPR - Get record) to assist the network expertise business manipulate dissimilar cloud environments over the subsequent seven years.  Amazon and Microsoft are holdings in Jim Cramer's action indicators PLUS member membership. contributors of Cramer's motion alerts Plus club can watch Cramer's exclusive name on Thursday, Nov. 17.

What to predict When IBM studies income | killexams.com Real Questions and Pass4sure dumps

foreign company Machines (NYSE:IBM) is decided to record its first-quarter effects after the market closes on Tuesday, April sixteen. foreign money headwinds, divestitures, and an getting old mainframe product cycle will conspire to knock down revenue, and income will take successful as neatly. but the company expects per-share income to grow this yr, and its mega-acquisition of purple Hat will add gasoline to the fire beginning in 2020.

What came about remaining time

whereas IBM grew earnings in 2018, the business's fourth-quarter outcomes have been damage by way of an expected drop in hardware earnings. earnings in the systems segment plunged 20% yr over yr adjusted for forex, the effect of a 44% decline in mainframe income and a 7% decline in storage earnings.

A steep decline in mainframe earnings is general at this point within the product cycle. IBM all started transport its latest z14 mainframe within the third quarter of 2017, and it loved 5 quarters of boom. It was the strongest mainframe cycle in decades, however that amazing increase is now being lapped.

Metric

this fall 2018

exchange (YOY)

compared to commonplace Analyst Estimate 

profits

$21.8 billion

(three.5%)

Beat through $30 million

Adjusted income per share

$4.87

(5.3%)

Beat by means of $0.05

information supply: IBM. YOY = year over year.

IBM's different segments carried out enhanced. Cognitive solutions revenue changed into up 2%, international company functions profits was up 6%, and expertise functions and cloud systems revenue became flat. Margins also more desirable, with gross margin up 10 groundwork features and operating margin up 50 foundation aspects yr over 12 months. whereas the systems segment saw gross margin decline, IBM's two functions segments enjoyed margin growth.

together with its fourth-quarter consequences, IBM guided for adjusted income per share of at least $13.90 in 2019, up from $13.81 in 2018. Full-12 months free money circulate is expected to be about $12 billion, flat compared to 2018.

What analysts expect

whereas IBM expects earnings to develop this yr, the first quarter will be a unique story. Analysts expect a yr-over-yr decline in each earnings and earnings.

Metric

commonplace Analyst Estimate

alternate (YOY)

income

$18.fifty one billion

(2.9%)

Adjusted salary per share

$2.22

(9.four%)

facts supply: Yahoo! Finance. YOY = 12 months over 12 months.

IBM expects to realize about 16% of its full-year adjusted EPS within the first quarter, which works out to $2.22. a mix of the mainframe product cycle and discrete tax gadgets will push more of IBM's earnings out of the first quarter this yr. On the revenue entrance, less mainframe revenue and a currency headwind will hurt IBM's consequences.

IBM should be changing its reporting segments starting in the first quarter. the brand new segments will be cloud and cognitive software, world enterprise capabilities, international know-how capabilities, techniques, and international financing. IBM will additionally record results for its announced divestitures beneath an "other" category. The company offered off some stand-alone utility corporations in recent months.

IBM's Global Center for Watson IoT in Munich, Germany.

image supply: IBM.

a lot of moving components

The mainframe cycle and a major currency headwind are going to make IBM's first-quarter earnings seem relatively unhealthy. The company expects a foreign money headwind of roughly 4 percent facets, and divestitures will also reduce the correct line.

The good information is that IBM's cloud approach, which is closely focused on hybrid cloud, is calling like the relevant strategy more and more with each and every passing quarter. other cloud computing suppliers are beginning to include hybrid cloud, an admission that an all-in public cloud answer may not work for a lot of organizations. IBM's hybrid cloud center of attention and its acquisition of red Hat places it in a good position to improvement from this vogue.

whereas IBM's revenue and salary are set to decline in the first quarter, the photo appears stronger in case you zoom out and think about the complete 12 months. IBM expects to grow earnings per share regardless of the mainframe product cycle, and it expects to preserve free cash circulate correct round $12 billion. In 2020 and beyond, the addition of red Hat should still raise the business's cloud increase.

Shares of IBM are up about 27% up to now this 12 months, partly due to first rate fourth-quarter outcomes and partly since the inventory sold off towards the conclusion of 2018. according to the enterprise's salary advice, the fee-to-earnings ratio sits just above 10. IBM's results aren't going to blow anyone away this year, however such a tremendous discount for a corporation with key competitive merits doesn't make an awful lot experience to me.


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IBM requires partner certification for Lotus Notes | killexams.com real questions and Pass4sure dumps

IBM will require training and certification for resellers of a number of the vendor's Lotus messaging and collaboration products, channel partners were told Monday at the annual Lotusphere conference.

IBM also said it is launching a "Social Business Authorisation" initiative under which solution providers who demonstrate expertise in helping customers implement and use social networking technology can earn margins up to 15 percent higher.

"The opportunity here is huge for partners," said Sandy Carter, vice president, worldwide collaboration sales at IBM.  IBM has cited IDC forecasts that say the worldwide market for social networking platforms is expected to triple from $US630 million this year to $US1.86 billion by 2014.

About 900 partners were expected to attend this year's Lotusphere conference in Orlando.

IBM launched the Software Value Plus program and its certification requirements last year in an effort to ensure that resellers are building value around IBM software products rather than simply fulfilling customer orders.

By requiring reseller certification for such Lotus products as Notes, Domino, Quickr, Sametime, Connections, Alloy (for Lotus-SAP integration) and Protector (messaging security), IBM is expanding the "product authorisation" requirements under the Software Value Plus program. Under that initiative channel partners must pass certification requirements in order to sell some IBM software products, including the InfoSphere, Optim and Cognos brands. Other products remain "open" and can be resold without authorisation.

The authorisation requirement for the Lotus products will be effective May 1, Carter said. Some Lotus products, including Lotus Mobile, Symphony and the LotusLive cloud services, will remain open.

Next: What Social Business Authorisation Offers Partners

Under the solutions authorisation designation, channel partners certified to resell Lotus collaboration and messaging software can go a step further by winning the "social business authorisation" designation under which they develop and implement social business solutions for customers. Resellers have to demonstrate proficiency in social networking capabilities, including passing a mastery test, registering their solutions with IBM and providing customer references.

Channel partners that win social business authorisation gain access to IBM sales and marketing resources and can earn up to 15 percent additional margin. IBM also announced new social business technical courses for partners available through the company's 38 IBM Innovation Centres worldwide.

IBM already offers similar solutions authorisation designations for partners with expertise in specific vertical industries, such as banking and health care, and in the area of security.

In a related matter, IBM has yet to say who will take over Carter's role of vice president of software business partners and midmarket within the IBM Software Group. Carter, who took on the social business evangelism vice president role several weeks ago, said her successor would likely be named by the time of IBM's PartnerWorld Leadership Conference in mid-February.

Carter's new post is within the IBM Lotus Division but encompasses other business and technology areas throughout the company, she said.

At Lotusphere, in front of about 5,000 attendees, IBM introduced new releases of its Lotus Notes e-mail, Lotus Domino Server, Sametime instant messaging, and Lotus Connections file sharing and networking software. The key theme among the announcements was extending the applications' capabilities to mobile systems such as Google Android devices, Nokia mobile phones, RIM's BlackBerry, and Apple's iPhone and iPad.

This article originally appeared at crn.com


7 Digital Marketing Marketing Trends You Can’t Afford to Ignore | killexams.com real questions and Pass4sure dumps

7 Digital Marketing Trends You Cant Afford to Ignore

“I would have written you a shorter letter but I didn’t have the time.”

This quote attributed to many different sources sums up what we are facing in this now very complex world. But keeping it simple and short takes time and effort. Distilling the complex into something that makes sense in one sentence or even a six second video is an art form that is to be treasured.

But as marketers that is what you are confronted with. Increasing complexity. It is just one of the trends that will impact your business in the years ahead.

We also need the right tools, platforms and technology to help us scale the huge amounts of data and noise that now confront us online. Here are 7 digital marketing trends that you need to keep your eye on.

1. Increasing complexity

Tech is largely to blame for making marketing complex. But it’s also the answer. Making sense of tons of data, always on marketing and the many forms of splintered media is something tech platforms do well.

Right alongside that sits different categories of complex. Facebook advertising is a discipline on its own that requires focus. Then add the dark science of “Search Engine Optimisation” and understanding the many moving parts that require mastery.

The types of media we need to master includes live streaming, Facebook videos and GIFS and Infographics. Then you need to master marketing automation and artificial intelligence tools and platforms.

2. Marketing technology

Marketing technology (sometimes called Martech) is continuing to grow. According to Venture Beat there has been over $134 billion invested in this category in startups in just 5 years. In 2018 IDC is predicting that CMO’s will spend $32 billion on buying and implementing Martech solutions.

But the category has 3 core categories. B2B marketing, B2C marketing and advertising technology. It should not be seen as one size fits all.

According to Ajay Agarwal in an article on TechCrunch there is an interesting divide between spending on marketing versus sales between B2B and B2C. B2B companies spend much more on their front end sales than on marketing at a ratio of 10:1. B2C spends a lot more on marketing than sales with an inverse ratio of 10:1.

Maybe we will expect to see Salesforce dominate B2B marketing tech as it is the dominant sales tool for B2B globally.

He sees the key trend and opportunity as one in which a B2C marketing company can create a B2C system of record from the start of the customer journey to sale.

3. The rise and rise of algorithms

The beauty at the the birth of social media networks was their simplicity. They flowed past you unfiltered.

Twitter was a distilled stream of unfettered consciousness. Facebook was a flowing page of diverse ideas and people. And some sat outside your tent of ideas and interests.

But things have changed.

The need to make money from the platforms meant that algorithms needed to be programmed to ensure that the social networks could start to monetise their distribution. The organic reach that initially excited marketers, writers and entrepreneurs has been dialled back.

Also the volume of data has also exploded in the last 10 years driven by the two obsessive technologies of social media and smartphones. To make sense of that as finite humans means we need help from the machines. And they run on algorithms.

Why do we need algorithms?

The amount of data that confronts us each day needs filters to help us make sense of it. Here is the global digital snapshot of the size of the ecosystem that confronts us.

These platforms, devices and networks are producing this avalanche of data.

  • 5.97 billion hours of YouTube are watched every day
  • 4.3 billion Facebook messages are posted each day
  • 67 million images posted on Instagram every 24 hours
  • 269 billion emails are sent 24/7 each day
  • How algorithms are applied

    Algorithms also help marketers and entrepreneurs break through the clutter. And they are used to reach your target markets on Amazon, Tripadvisor, search engines and even in email marketing .

  • Amazon – products or books you might like based on past activity and other secret codes.
  • Search – Content and information you want to find.
  • Social – People you want to hear from or see.
  • Emails – Gmail now uses an algorithm that sorts it into tabs and also sends it automatically to spam based on its filters.
  • GPS – Help us navigate a city or find our way to a hotel.
  • Choose a restaurant – Reviews on Yelp or on Tripadvisor.
  • So we need to keep studying how they work and learn to work with them as they continue to change and shape shift.

    4. Platforms and apps

    The web is moving away from an Internet of websites to an Internet of apps and platforms. You may not have noticed it but it is happening right before our eyes. In 2014 more people accessed the Internet though mobile apps than desktop computers for the very first time.

    In 2017 over 86% of our time is spent on apps on our mobile phones.

    This big trend is something that can’t be ignored and marketers are going to need to work out how they reach consumers via apps and platforms. The obvious answer to this in part will be the rise and rise of Facebook advertising from the platform and also applying marketing tactics to apps like Messenger and WhatsApp.

    5. Artificial intelligence

    There are two things that humans aren’t good at. Collating and making sense of the vast amounts of data and also scaling our humanity. That is what machines excel at and artificial intelligence allows humans to amplify themselves.

    Watson, Einstein and Rank Brain are just three of the big players battling out for world domination in artificial intelligence . Watson is owned by IBM, Einstein by Salesforce and Rank Brain by Google. But underneath these giants who mostly use it for internal use sits a growing range of apps and platforms that are using AI for niche marketing optimization.

    Chatbots were maybe the first obvious use of AI for marketing with their abilities to handle initial enquiries without the need for human inervention. But what are some of the other ways AI is being used and imagined for improving marketing performance and scaling?

    Robert Allen from CITU lists 15 ways in which AI can be used for marketing.

    But let’s take a closer look at just 3 ways you can use artificial intelligence .

    Content creation

    An AI program called WordSmith produced 1.5 billion pieces of content in 2016. The other challenge is not just creation but curation of content at scale. An AI tool like Rocco can recommend content from social media that your followers are likely to love.

    Pay per click advertising

    Making sure that you are making the best use of your budget when performing paid ad campaigns with millions of dollars in spend means AI becomes an attractive option.

    Albert and Frank are two marketing platforms that use machine learning to buy media and deliver ads for the best results. And this is done at scale and speed that no human could ever hope to achieve.

    Email marketing

    Making email smarter instead of a blunt tool for just broadcasting is something that AI can offer. AI can improve the delivery time for achieving the best open rates, target customers with the right emails and even product recommendations that they want to buy.

    McKinsey research estimates that Amazon generated 35% of its revenue with email product recommendations driven by AI.

    6. Video

    Video continues to emerge as a visual marketing trend that sits in a variety of buckets. For simplicity we can place them in 3 categories. Traditional 30 second ad style, live and social pre-recorded for social.

    Traditional

    The traditional 30 second ad style video 20 years ago was typically created 4 times a year with a 2 million dollar budget for each. This continues but the 2 trends that are transforming video today are driven by social media realities of live streaming and 6 second videos.

    Live streaming

    Live streaming is the hot new trend with Facebook (Facebook Live), LinkedIn, Twitter with Periscope and YouTube with its “Live Events”

    According to Globalwebindex.net “As ad-blocking continues to grow in popularity it’s more important than ever for brands to engage consumers via entertaining content and native advertising”

    And live streaming is one of those forms of content.

    Image source: GlobalWebIndex

    But the challenge with any form of video is doing it well.

    The 6 second pre-recorded video

    According to AdAge, Facebook has already been telling its video advertisers to hit people with faster messages. The 6 second video emerged as an ideal ad length in a recent test conducted with Tropicana.

    Tropicana compared the results from Facebook ads that were 6, 15 and 30 seconds long. The shortest saw “higher brand metrics across the board,” Sandberg said.

    Companies like Shuttlerock are using technology to scale 6 second Facebook video ad and are riding the wave of what the data is telling us is the most effective length for a video.

    But the challenge for all video is still the messaging. Video is now often watched in silence with subtitles running so people can read while viewing.

    7. Influencer marketing

    The rise of ad blocking means that reaching your audience via influencers is on the rise. A study by PageFair and Adobe shows that online consumers are becoming more and more frustrated with adverts interrupting their browsing experience. As of June 2015, 198 million people used ad-blocking browser extensions.

    Today’s consumers prefer to make their purchasing decisions based on either recommendations from friends and family, or from online influencers they admire and trust.

    Also the reason influencer marketing trend is becoming entranced is its performance. Just check out these stats on the effectiveness of influencer marketing:

  • Businesses earn approximately $6.50 for every $1 they spend on influencer marketing.
  • 81% of marketers who have used influencer marketing deemed it to be effective.
  • 86% of women turn to social media platforms before making a purchase.
  • Influencer marketing delivers 11 times higher ROI than traditional forms of digital marketing.
  • There are also 2 distinct categories of influencer marketing. B2C which is generally about building brand awareness and B2B which often is more about lead generation and measurable results.

    8. Storytelling

    Despite all the tech there is a real movement to making our marketing more human. Companies are backing causes. Taking a stand whether it is for equal opportunity, ageism or sexism. Marketers and entrepreneurs are using “live” video to share their ideas and insights.

    But the trend that I am enjoying is seeing the rise and application of storytelling being woven back into the digital marketing landscape. It is being used more in blog posts and online presentations. It is being written into emails to stand out from what is often an ocean of bland information and data.

    We have been distracted too long by the shiny new tech toys and forgotten some of our humanity in the process.

    It’s also time to tell better stories.


    How to Add Gamification to Your B2B Marketing Strategy | killexams.com real questions and Pass4sure dumps

    See how Mint.com, SAP, IBM, Ford and Facebook use gamification for everything from lead gen to sales and CX

    “I hate games” said no one ever.

    Who doesn’t love a good game? Since the first arcade game was installed in 1971, the gaming industry has seen tremendous growth and is a $91 billion industry today. From Pac-Man to Angry Birds to Grand Theft Auto, games are a major source of entertainment for players from all background and ages. The joy of competition and the allure of the high score has driven people to spend a lot of their time and money gaming. So, it is only natural that businesses use this proven engagement strategy to drive bottom line growth.  

    What is gamification?

    Defined as the “process of using game concepts and mechanics to engage users and change behavior”, gamification at its core is applying gaming principles and strategies in a non-game context. It’s intended to give potential customers a fun and easy way to engage with a brand while providing some sort of incentive to influence their behavior. According to Lea Sorrentino, Senior Digital Strategist at Bunchball, one of the most important things to consider while integrating game mechanics into your marketing strategy is

    Understanding your audience and what motivates them, having access to systems and performance data that drives your goals, creating a user experience that shows progress, provides feedback and creates a career path.

    The concept of gamification in marketing has been around for some time now, but until recently it was restricted to the realm of B2C marketers. Traditionally, most B2B applications of gamification focused on sales enablement, but that is slowly changing. One of the primary reasons behind B2B brands embracing gamification is the incredible opportunity it provides to measure and monitor engagement with a target audience. 

    What makes gamification work? Marissa Aydlett, SVP of Marketing at Appboy says,

    Marketers are incentivized by what makes their job easier and what positively impacts business—which makes gamification an interesting approach to explore.  Demandbase is an example of a B2B brand doing this well. They send direct mailers, personalized emails and messages to engage users while leveraging various channels and interesting gamification promotions to incentivize users. Organizations can also deploy gamification internally to encourage collaboration across marketing, sales and other teams and offices that leads to better results.

    A 2010 Harvard Business Review study on what motivated people at their jobs, found that an overwhelming number of people were motivated by a sense of progress. Game mechanics are essentially tools that measure and report data, and this data represents progress. Answer five more questions to level up. Refer a colleague and unlock a deal. Of course, for marketers, gamification isn’t all games. You’ve got metrics to achieve and ROI to measure. What do you hope to accomplish from your gamification strategy? What kind of behavior can you expect to drive? And most importantly, how will you leverage gamification in the B2B context? 

    Drive online community engagement

    As a marketer, you probably know how challenging it is to build and engage a thriving B2B brand community. Gamifying the community experience can help you drive engagement. SAP’s community network has over 2.5 million users including SAP employees and representatives from its vast corporate customer base. Members share information and answer questions about SAP products, repost key questions, and even help update and edit FAQs for different topics.

    “That means the majority of the content, the majority of the responses is actually happening by our customers,” states Mario Herger, Senior Innovation Strategist at SAP. “Those people are popping up as leaders in the area.”

    To gamify the community, SAP reviews how users are helping other users with social sharing of important community threads, solving typical user problems, commenting on certain products or issues, reposting, answering questions and overall activity are all desired goals.

    As a reward, SAP designates certain active users as “expert” in different areas. Experts enjoy a special status in the online community when they share information or answer questions.

    SAP’s online community is a quintessential example of gamification done well. Its reward program fulfills community members’ fundamental need for autonomy, competence and reliability, thereby driving long-term engagement. 

    Lead generation

    Lead generation is perhaps one of the key challenges for marketers reliant on inbound marketing. The sheer number of blogs, brands, and business profiles clamoring for attention out there, have made traditional methods of capturing lead information ineffective.

    Think about it, if your lead generation were to be fun and entertaining, you’d be so much more successful than the vanilla “please fill out this opt-in form” routine. To segment your target audience and to sell to them effectively, you’ll need to collect and organize relevant lead information. Gamifying your customer facing content will not only help you attract a lot more leads but will also help you keep them there by making experiences more engaging. This is the perfect tool for you to get those opt-ins and sign-ups. Companies like Mint.com (Intuit’s financial management solution) have successfully experimented with gamification to drive top of the funnel leads. Here’s how Mint is mining future leads through gamification:

    This is a simple quiz that featured on a Mint computer game intended for high school teens. The game asked questions related to personal finances in the real-world context. But what’s really interesting about this game, is that Mint is actually investing in leads. The target audience for this game are not going to be consumers anytime soon, however Mint is using gamification to talk to a demographic that will soon develop into their target persona.

    Speaking about creating a gamification framework, Marissa Aydlett, SVP of Marketing at Appboy says, “Laying out the framework for data structure is incredibly important, as it guides the way for leveraging user behavior to modify and personalize each individual user's experience. Through user data insights, organizations can deploy incentivized upsells, loyalty programs or access to areas of your product offering where they otherwise would not have engaged. In order to drive ROI, you need to understand what users are doing to help personalize their experience with your brand.”    

    Another great example of B2B gamification done right is IBM’s Innov8 platform. Innov8 is a part of an academic initiative by IBM to explain business process management (BPM) to students across universities in America. They gamified the training process and became an instant hit within a few days of going live in 2009. For IBM, Innov8 proved to be the proverbial golden goose, becoming IBM’s top lead generator. The objective of the game is to “Level-up your skills and discover how to make our Planet smarter, revolutionize industries and solve real-world business, environmental and logistical problems.” Top executives across leading organizations embraced the game. Within 5 months of its release to the general public, the game resulted in 100X the investment put into it. Tracking the people who played the game, resulted in phenomenal sales for IBM. Innov8 is free to play, but users need to sign up before playing.

    For B2Bs already using email automation for lead generation, gamification is an excellent way to keep customers coming back. Integrating game tactics into your email lead generation strategy is actually pretty simple – make email signup a participation requirement. Your tool’s drip campaign capabilities can send regular reminders to customers, encouraging them to keep engaging. Moreover, major email automation providers such as Eloqua, MailChimp, Clickback, TargetHero, Campaign Monitor, etc. can help you track the success (open rates & CTRs) of your gamification strategy. 

    Sales training and performance management

    If gamification can give your marketing efforts a boost, so can it to your sales team as well. According to an Aberdeen Group study of top performing sales teams, after financial compensation, the next key motivators for sales professionals are internal recognition, and competition.

    7 ways gamification improves the effectiveness of your sales team:

  • Clearly defines goals and metrics:Gamification takes the guesswork out of goals, measurement and end-results.
  • Improves long-term performance:Traditional incentive programs such as contests might help change short-term behavior, but they rarely inspire on-going improvements. Gamification is easier to manage and does require significant resource allocation.
  • Prompt and effective onboarding:Gamification can help new hires and associates quickly assimilate into the organization - it jumpstarts engagement, reduces turnaround time and significantly shortens the onboarding time.
  • Clearly defines goals and metrics:Gamification takes the guesswork out of goals, measurement and end-results.
  • Provides individualized motivation: Through gamification, each sales rep receives a unique experience mapped to their personal behaviors, as well as formal training and coaching in both sales and product knowledge.
  • Improves resource adoption and utilization: Organizations utilizing gamification can motivate their sales rep to input high-quality, accurate data into the CRM system, while amping-up knowledge sharing between partners from external channels.
  • Delivers real-time feedback: As gamification constantly monitors performance and results, your sales reps receive real time feedback, rather than having to wait for weekly meeting or annual reviews.
  • Offers better customer experience: Engaged, well-trained sales reps are more likely to deliver a superior customer experience.
  • Considering how competitiveness has been an integral component to sales success, it’s only logical to add sales gamification into your sales team.  Furthermore, factors such as training programs, operations and team management have a direct impact on your revenue. While organizations should be looking at gamification as a long-term strategy, Sorrentino believes that sales gamification must be frequently optimized to ensure relevancy in the program. He says, “Sales organizations tend to leverage community and competition more than most programs. But people are fundamentally motivated by the same intrinsic concepts: purpose, progress, mastery, autonomy, and community. Sales implementation should be long-term engagements but should be frequently optimized. Goals and targets change, which means the program has to grow. It is not about being short-term or long-term, it is about maintaining relevancy in the program.”

    The potential to test and apply gamification to your sales team is virtually limitless. It could be as simple as setting up a leaderboard (although a leaderboard doesn’t really qualify as a game) to complex CRM integrations. To be effective, your gamification strategy for sales performance management must combine motivation, data and interactive design. Integrating these elements will help you promote collaboration and other high value behaviors throughout your sales channels, ultimately driving more revenue for your business.

    Automobile giant Ford wanted to improve the effectiveness of its sales and service reps across 450 dealerships. To do so, they integrated gamification into their employee Learning Management System, which led to a whopping 471% increase in site usage. After gamifying the system, sales and service reps could work toward individual and team goals, compete with other dealerships and receive real-time feedback as they engaged in desired behaviors. The company also found a positive correlation between engagement and KPI metrics, including revenue and customer satisfaction.Gamification can lead to tangible, measurable improvements in business performance. Technology providers such as ConnectLeader, Appboy and Bunchball can help you put gamification to work to increase employee engagement, improve training and drive win rates from your sales team. 

    Improving customer experience 

    We know how critical positive customer experiences are. Gamifying the customer experience takes more than just adding points or badges. Designing a better customer experience requires a strategic shift, one based on in-depth analysis of the current state of your customer journey. You can either gamify individual touchpoints or entire sections of the customer journey. 

    Any key customer touchpoint could make use of gamification, from product exploration on your website to interactive troubleshooting. However, you must remember that great gamification simplifies customer interaction with your brand. It must overcome the pain points of your customer experience. 

    4 Strategies for crafting better customer experience:

  • Easy sign-up process: Customers appreciate a registration process. Avoid long forms or lengthy questions. Try to eliminate all barriers for a customer to join.
  • Personalize offers: Personalized offers inspire customers to purchase more and fosters brand advocacy.
  • Keep the rules simple: Loyalty programs need easy-to-understand rules. If your rules are complicated and confusing, customer will quickly lose interest in the rewards program.
  • Reward non-purchase activity: Make it easy for your customers to earn points. Most loyalty programs are abandoned because customers get bored with the slow reward accumulation.
  • Facebook’s bug bounty program is a classic example of gamifying customer experience through crowdsourcing. Google, Uber, Mozilla and Adobe, all run bug bounty programs that reward users who help keep the community safe by reporting vulnerabilities in their services. 

    Several banks and other financial institutions gamify their product exploration experiences with product quizzes and trivia. By infusing basic gamification elements like this, you can help your customers find appropriate products quickly and it is way more fun way than reading fine print. 

    What’s next in gamification? Marrisa says, “Smart marketers understand that the world is evolving. Users are active on multiple devices across variety of channels. Marketers need to use gamification across these different channels so a single user feels like they are engaging in one fluid and holistic experience.” 

    Game on!

    Many brands have achieved great success with gamification to motivate customers toward action. You could too. 

    If you’re thinking of introducing gamification into your marketing strategy, it’s best to test the water first. Start with small competitions, quizzes, and challenges that reward users differently and see what works best for your audience. Rinse and repeat. Good luck!



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