As the holidays approach, B2C brands often start preparing their marketing months in advance, and for B2B companies, it’s just as important to have a strategy in place. But how do you know when to kick off your holiday marketing efforts? The answer depends on your industry, but starting early enough is crucial to avoid getting lost in the end-of-year rush.
Here’s how to approach your holiday marketing timeline this year.
Why Start Early?
Unlike B2C, where customers make quick purchasing decisions, B2B buying cycles are typically longer. Decisions often involve multiple stakeholders, budgets, and approvals, meaning that by the time the holidays roll around, your prospects may have already allocated their budget for the next year.
Starting your holiday marketing early — ideally in October or early November — gives your campaigns time to gain traction. This is when businesses are often finalizing their budgets, making it the perfect time to remind your clients why your product or service should be a priority.
Holiday Marketing Tips
Here are a few key tips to help you plan your holiday marketing strategy and get ahead of the game this season.
1. Capitalize on Seasonal Messaging Early
In B2B marketing, it’s important to start incorporating subtle holiday-themed messaging well before the festive rush. By mid-October, you can begin rolling out campaigns that offer a gentle nod to the holiday season without overwhelming your audience.
A “Q4 Wrap-Up” or “Get Ready for 2024” message sets the tone and keeps your brand relevant as the year winds down. This early approach also provides a great opportunity to build and segment your email marketing list, so when the holiday season hits, you’re reaching the right decision-makers with tailored messaging that resonates, even amidst the year-end hustle.
2. Budget Deadlines and Planning
Many businesses are working on their budgets for the next fiscal year during the holiday season. Use this to your advantage by offering year-end deals or promoting long-term contracts that allow businesses to secure your services before their budgets run out.
3. Client Appreciation
The holiday season is an ideal time to take a break from hard sales and focus on building stronger relationships. This is the moment to send personalized messages or even small tokens of appreciation that highlight your gratitude for your clients’ continued partnership.
Share thoughtful holiday greetings or a warm recap of your year together, including company updates or milestones. These gestures go a long way in showing clients you value them and appreciate their business, helping to strengthen your bond and keep your brand top-of-mind (without the pressure of a sales pitch.)
4. Holiday Gift Marketing
Another effective approach is incorporating corporate gifting into your digital content strategy. Whether it’s a small token of appreciation or a branded item, sending clients a thoughtful gift during the holidays can strengthen relationships and set the stage for continued business in the new year.
Timing is Everything
Starting your holiday marketing efforts early allows you to balance ongoing campaigns while slowly ramping up seasonal promotions. If you’re launching any special promotions or deals, aim to have everything locked in by early November, giving your clients enough time to evaluate and make purchasing decisions before things get hectic.
While it’s tempting to wait until December to really lean into holiday marketing, that may be too late for B2B, especially if you’re aiming to close deals before the end of the year. Getting ahead of the game ensures you stay in front of your audience without fighting through all the noise later in the season.
Looking for Help with Your B2B Marketing?
For B2B companies, holiday marketing is all about setting the stage for a successful new year. So, if you haven’t already started, now’s the time to get your next creative marketing strategy in place!
Let MARION help you craft the perfect strategy. Get in touch with us today!
