Editorial staff
But gifting in 2025 doesn't look like it did five or ten years ago! We've moved past the pile of cheap branded pens. Most buyers won't think twice about generic swag, and neither should you.
Smart companies are shifting toward intentional, data-driven, and useful gifts. That doesn't always mean expensive—it means thoughtful! It means paying the same attention to detail you'd apply to a sales pitch or a product launch. Let's discuss what that looks like in practice, and why it works.
What Clients Notice (and What They Don't)
A gift doesn't have to be flashy to be effective, but it does have to make sense. Sending a tech gadget to a client in construction? It'll probably end up in a desk drawer. But sending that same gadget to a remote marketing consultant with a packed travel schedule? That's a different story. Context, utility, and timing matter.
The most successful gifting strategies come from companies that stop thinking of gifts as giveaways and start thinking of them as part of the relationship-building process. They ask: What's happening in the client's world right now? What would help them? What might make their day easier? That kind of thinking leads to results.
Data-Driven Gifting Is the New Norm
Let's say you're managing dozens or hundreds of client accounts. You can't afford to guess what each person might like. That's where data makes a huge difference.
CRMs like Salesforce, HubSpot, or even just well-maintained spreadsheets can tell you:
- When a contract is up for renewal
- What role the recipient holds
- What industry they're in
- How long you've been working together
Pair that with behavioral data, like recent engagement or purchase history, and you can start mapping out who should get a gift, what kind, and when.
If you're using platforms like Sendoso, Reachdesk, or Alyce, those decisions can be automated but still feel personal on the receiving end.
A recent study from Sendoso reported that B2B companies that incorporated gifting into their mid-funnel campaigns saw 2X higher conversion rates compared to campaigns without a physical touchpoint.
It's Not Always the Big Stuff That Works
A $150 bottle of wine could impress someone. Or it might get left unopened in a cabinet. You never really know. Small, functional items are a different story.
When done right, personalized gift bags continue to perform well. They give you flexibility; you can curate the contents, match them to the recipient's role, and still keep costs reasonable. Whether it's a tech organizer, reusable water bottle, branded notepad, or good snacks, it's the curation that makes it feel personal.
The same goes for more utilitarian items. We've seen companies have success using flash drives in bulk, especially at trade shows, welcome kits, or after meetings. They're not particularly exciting, but they're useful, brandable, and easy to distribute.
Where Gifting Fits in the Sales and Retention Funnel
Let's say a lead has gone quiet after a promising intro call. Or a client just wrapped a tough six-month onboarding process. Or maybe you're trying to win back an old account that left you for a competitor.
A cold email will not always get the job done. But a thoughtful package with a short, handwritten note tends to stand out! Gifting doesn't just belong at the top of the funnel. It can work at every stage, as long as it's tied to intent.
You can send a welcome kit to new clients. A milestone gift when they renew. A "thinking of you" package when you notice activity dropping off. A conference follow-up that feels like more than just a brochure. Whatever the moment, the message is the same: we notice, and we care.
Editorial staff
