Does the holiday season matter for B2B?

 As we are now squarely in the run-up to Christmas and preparing our digital strategy for upcoming key moments like Black Friday, Cyber Monday or boxing day, e-commerce businesses are operating at full speed. For most of those businesses, especially retailers, these few months are key revenue drivers and can represent up to half of their annual revenue.

 B2B companies are not usually that excited for the holiday season – they depend on products and services, and the purchase journey from prospecting to converting can take a year or more, so it can be seen as more of a disruption than a celebration. In my last blog post, I mentioned that more people across all levels of an organisation are getting involved in decision-making, making it harder to convince more people who are already distracted at this time of the year. Not helpful when you need a lead on your conversions!  

So with the holidays on the way it’s easy to see why it may not be easy for B2B companies to make a decision on how to approach the ‘most wonderful time of the year’ – ‘should they push in digital, or not?’

Most of them may choose to continue with their current initiative as they try to reach that leads target. Of course, if their products are relevant for this time of the year then it makes sense to push them. For example, a PC manufacturer will push its products in Q4 because whilst pushing to individual customers, it can also target businesses that would potentially order new PCs for next year if they have budget to spend.

But is this the right way to deal with the holiday season? I would argue not! If there is budget to do something during the last quarter, businesses should seriously think about it and not be lazy making excuses that Q4 is all about B2C and not B2B!

 Some facts:  

In summary, I would highly consider doing something with a digital focus during the holiday season, even if it’s not a key period for your business. Although this will require budget and some great content ideas to get right, it will help you in the long run as part of the nurturing process.



** Demand Gen Report; McKinsey

*** Radium ONE Data Report 2016 – Unlocking the value of the holidays

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