How to Generate and Nurture Leads through Corporate Gifting

Chloe Ayres
July 12, 2024

Research by Deloitte revealed that 59% of business-to-business (B2B) decision-makers believe that gifting helps establish stronger relationships. Corporate gifting helps create a positive impression and fosters trust and loyalty between businesses.

In this article, we will discuss the strategies and best practices for reaching out to companies for corporate gifting. Our main focus will be on generating and nurturing leads. This guide can help sales managers create a business gift program or plan its budget for success.

Understanding the Power of Corporate Gifting

Branded corporate gifts hold immense potential in building strong business relationships. Businesses can make lasting impressions by adding a personal touch, creating special moments instead of just transactions.

84% of people remember the company's name that gave them promotional products, even after a year, says an ASI Central survey.

Here are some key benefits of corporate gifting:

Enhancing brand visibility: Personalized corporate gifts with your logo and branding can increase brand recognition and recall. This applies to corporate gifts for employees and corporate gifts for clients.

Strengthening relationships: Corporate thank you gifts show appreciation and gratitude, fostering positive relationships with clients, employees, and other stakeholders. They can help you stay top-of-mind and build trust.

Increasing customer loyalty: To make customers more loyal, acknowledge them and give valuable gifts. This will strengthen their loyalty and encourage them to continue doing business with you. This can also lead to positive word-of-mouth referrals.

Stand out from competitors with carefully chosen custom corporate gifts that match your recipients' interests and preferences, making a strong impact.

Crafting a Strategic Approach to Corporate Gifting

A study by Promotional Products Association International (PPAI) found that 83% of consumers are more likely to do business with brands that have given them a promotional gift. Corporate gifting can significantly influence consumer behavior and foster customer loyalty.

However, just business gift ideas without a strategy will not yield the results that you are looking for. Here are some best practices for creating your corporate gifting strategy.

Define your target audience: Identify who you want to reach: current clients, potential leads, employees, or industry influencers are important people to consider. Understanding their needs and preferences will help you choose the most appropriate corporate gifts.

Research corporate gift ideas: Research and come up with corporate gift ideas for clients that fit your recipients' interests, your brand image, and the occasion. Explore options such as personalized items, branded gifts, executive gifts, or custom gift sets.

Plan for different occasions: Corporate Christmas gifts are a great way to improve your gifting process. However, corporate gifting is not just for holidays. You can give gifts for birthdays, work anniversaries, milestones, or industry gatherings to stay connected with people.

Set a budget: Decide on a realistic budget for your corporate gifting program based on the value and importance of the recipients. Consider factors such as the number of customer appreciation gifts, customization, packaging, and shipping costs.

Select reputable suppliers: Partner with trusted suppliers who offer high-quality products, reliable delivery, and excellent customer service. Ensure that your gifts reflect the quality and values of your brand.

Reaching Out to Companies for Corporate Gifting

Identify leads: Find potential leads by using your connections, directories, online platforms, and social media to locate companies that fit your target audience. Look for opportunities where your corporate gifts can add value and initiate a conversation.

Personalize your approach: When reaching out to companies, avoid generic templates and instead tailor your communication to each recipient. Address their specific needs, highlight mutual benefits, and express genuine interest in their success.

Showcase your value proposition: Clearly explain how your corporate gifts can benefit the recipient's organization, whether it's building stronger relationships, boosting employee morale, or making the brand more visible. Provide examples and testimonials to support your claims. Your corporate holiday gifts can show that the time saved by using your service is a gift to them.

Offer a range of options: Present a variety of corporate gift ideas to cater to different preferences and budgets. Emphasize customization options to align the gifts with the recipient's branding and individual preferences.

Provide a seamless experience: Streamline the ordering and delivery process to make it as convenient as possible for the recipient. Offer online ordering, multiple payment options, and efficient shipping methods to ensure a seamless experience.

sales person on the phone nurturing a lead that he has sent a corporate gift to

Nurturing Leads through Corporate Gifting

According to the Advertising Specialty Institute (ASI), 53% of consumers use a promotional product at least once a week. Corporate gifts are effective in promoting your brand. They are also useful in nurturing leads even after the first interaction. This makes them a powerful marketing tool.

Follow up after gifting: After sending a corporate gift, follow up with a personal message to show your appreciation and ask if the recipient was satisfied. This gesture demonstrates your commitment to building a meaningful relationship beyond the initial gift.

Stay connected through personalized content: Provide valuable content to your recipients, such as industry insights, relevant articles, or exclusive offers. Tailor the content to their specific interests and needs, keeping them engaged and informed.

Offer exclusive promotions: Extend special offers or discounts to recipients as a token of appreciation for their partnership. This can incentivize them to continue their engagement with your business and strengthen the bond.

Leverage social media and email marketing: Utilize social media platforms and email marketing campaigns to stay connected with your recipients. Share updates, news, and upcoming events to keep your brand top-of-mind.

Encourage feedback and testimonials: Actively seek feedback from your recipients regarding their experience with your corporate gifts. Positive testimonials and reviews can be powerful social proof that attracts new leads and builds trust.

Measuring and Evaluating Success

Set measurable goals: Set specific goals for your corporate gifting program, such as keeping existing clients, finding new leads, or making customers happier. This allows you to track your progress and make data-driven decisions.

Monitor engagement and conversions: Track website visits, email opens, click-throughs, and conversions to gauge the success of your corporate gifting. Analyze the data to identify areas for improvement.

Collect feedback: Regularly solicit feedback from recipients to gain insights into their experiences and preferences. Use surveys, interviews, or feedback forms to gather valuable information that can inform future gifting strategies.

Continuously optimize your approach: Based on the data and feedback collected, refine your corporate gifting strategy. Experiment with different gift ideas, messaging techniques, or timing to maximize engagement and conversions.


Corporate gifting presents a valuable opportunity to generate and nurture leads while strengthening relationships with clients, employees, and stakeholders. Companies can use personalized communication and a thoughtful approach to achieve multiple benefits. These benefits include creating loyal customers, increasing brand visibility, and standing out from competitors. One effective way to achieve these benefits is through the use of corporate gifts. 

Remember to set clear goals, monitor performance, and continuously optimize your approach based on data and feedback. With an effective corporate gifting strategy in place, you can forge meaningful connections and achieve long-term success.

Remember, corporate gifting is a long-term investment that requires consistency and genuine effort. You can create strong relationships by giving thoughtful gifts and staying in touch with potential customers. These relationships can help both your business and the people you give to.