If you're in B2B marketing or sales and you're still running your GTM motion like it’s 2015, it’s time for a wake-up call. Today’s buyers don’t move in straight lines. They operate in networks influenced by peers, analysts, AI agents, and a dozen internal stakeholders. And here’s the kicker: most of them are ghosting your emails.
This is where corporate gifting comes in. Not as a gimmick. But as a strategy.
So, what’s a buying network anyway?
Analysts dropped a truth bomb at the 2025 Forrester B2B Summit:
“Today’s buyers are not in control of the process, even though they’re more in control of the journey.”
They’re navigating more complexity than ever. Forrester’s latest research found:
- 2 out of 3 B2B buyers are Millennials or Gen Z
- 86% of B2B purchases stall somewhere in the journey
- Buyers now rely on 10+ external influencers to make decisions
We’ve moved from selling to individuals to influencing entire networks. That means:
- More personas to engage
- Lower response rates across digital channels
- AI agents making decisions (and blocking your cookie-cutter cadences).
Orchestration tools give you the signal but not the spark
Platforms like 6sense and Demandbase are incredible at surfacing intent. You know who’s in-market. You know who clicked that whitepaper. You’ve got the data.
But here’s the problem and the impact of said problem:
- You know who’s in-market, but your outbound blends in with hundreds of emails and ads.
- You see where they are in the journey, but you can’t cut through the noise to reach them meaningfully.
- You target entire buying groups, but you’re still relying on one-size-fits-all digital touchpoints.
- You track intent spikes, but you lack a way to turn that into real-world engagement.
"We're no longer talking to one stakeholder. There are dozens of decision-makers, AI agents, and influencers shaping every purchase."
Sandy Pell at #ForrB2BSummit
Enter corporate gifting: a human touch in a digital-first world
Corporate gifting isn’t just about branded swag anymore. It’s about creating real moments that help you break through and build trust with the entire buying network.
Here’s how smart GTM teams are using corporate gifting and swag to get results:
1. Turn intent signals into pipeline
When 6sense or Demandbase lights up, don’t just add to a nurture. Trigger a high-value, personalized send instead.
For example, send an espresso kit with a handwritten note to a high intent prospect. Once received, follow up with an email saying, “Hope you enjoyed the coffee — let’s caffeinate your research.”
This approach will help you surprise and delight your prospects, while ensuring to keep the conversation going.
2. Reach across the buying network
Champions. Ratifiers. Procurement. Even the AI agents scraping your website. One-size-fits-all outreach won’t cut it. But a well-timed, personalized gift? Game changer.
In fact, Reachdesk gift powered email receives an 85% open rate. That’s more than 2x higher than traditional marketing emails (39.64%). Ensuring you reach the right person, at the right time, every time.
3. Make personalization real (and trackable)
Forrester found that 61% of B2B buyers say personalization improves consideration. Corporate gifting is the true meaning of personalization—you can see it, feel it, and measure it from open rates to booked meetings to pipeline.
Real play, real results:
Old way: Account hits MQA → Auto-added to cadence → 3% open rate.
New way:
- Espresso kit triggered from Reachdesk.
- Custom landing page with a “book a meeting” CTA.
- SDR follow-up: “Did you get a chance to try the beans?”
- Meeting booked in 3 days.
One thoughtful gift. One meaningful moment. One pipeline opportunity.
Don’t just sell; help buyers buy
Buyers aren’t looking for more sales pitches. They’re looking for partners who:
- Understand their journey
- Respect their time
- Add value to the network around them
“To maximize the lifetime value of the customer, you must maximize lifetime value for the customer.”
Speaker at Forrester
Gifting helps you do exactly that. Not just break in, but stand out.
Remember to be the moment they remember
A corporate gift is more than a gimmick. It’s a powerful strategy that makes your prospect smile, pause, and book a meeting. It’s the definition of ROI.
You don’t need more clicks. You need more connection.
Let’s make it personal.
