Gifting to create revenue customer inflection points — Nina Butler // Alyce

Senior Director of Revenue Marketing at Alyce, Nina Butler, talks about how gifting is a great strategy to incentivize action from existing and potential customers. Much like many other marketing strategies, creating a successful gifting strategy requires an understanding of who your customer is. In this case, marketers need to look beyond their buyer persona - they need to find out what excites them outside of their 9 - 5. Nina Butler discusses this and more in today’s podcast.
About the speaker

Nina Butler

Alyce

 is a little camera shy

Nina is Senior Director of Revenue Marketing at Alyce

Show Notes

  • 01:58
    Why is gifting taking off as a revenue tactic?
    Gifting is one of the best ways to achieve an emotional connection with potential buyers, especially in this digital age. It creates a sense of reciprocity.
  • 04:04
    How should marketers rethink the idea of gifting to get customers attention?
    Top-of-the-funnel gifting strategies dont need to be hyper-personalized. However, they should incentivize people to take action and/or reward them for taking action.
  • 06:14
    Is gifting a smart investment?
    Gifting as a marketing method might not be for every business, however, creating a high-value gifting experience leads to better conversions.
  • 07:25
    Does gifting call for marketers to rethink their buyer personas?
    Current buyer personas developed by marketers are still applicable. However, when thinking about gifting, these personas should dive deeper into what their personalities are outside of their work.
  • 10:10
    Did account
    The primary use-case for gifting was for cold prospecting and account-based marketing.

Quotes

  • “Gifting is one of the best ways to establish a sense of reciprocity far better than an email, a display ad, or a piece of content" Nina Butler

  • “Gifting is the reward for taking a high-value action in your funnel.” Nina Butler

  • “The gift is the offer to incentivize people, to push them over the edge, to convert on whatever the experience is.” Nina Butler

About the speaker

Nina Butler

Alyce

 is a little camera shy

Nina is Senior Director of Revenue Marketing at Alyce

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