The Holiday Hype: Is It Right for B2B Advertisers?

As the holiday season approaches, many B2C brands go all-in to capture consumers in a buying mindset. But what about B2B advertisers—does the holiday hype hold value for them, or is this season just a busy backdrop for consumer sales? For B2B brands, the answer may be surprising. While B2B buying cycles differ from B2C, research suggests that the year-end period offers unique opportunities for engagement as companies finalize budgets, assess new tools, and plan for the new year. By tapping into key aspects of holiday-driven mindsets, B2B advertisers can engage decision-makers ready to set their businesses up for success in 2024.

Want to learn more about holiday-driven buying patterns? Download our eBook, Unwrap Success: An Advertiser’s Guide to the 2024 Holiday Shopping Season for insights on maximizing your holiday ad strategy. Grab your copy here!

Why the Holiday Season Holds Potential for B2B

Though the holiday season is generally associated with B2C campaigns, it also sparks interest and activity among B2B buyers. In fact, a recent Forrester Research study revealed that 47% of B2B buyers continue making purchasing decisions through Q4, many with remaining budgets to allocate before year-end. Furthermore, the holidays naturally align with themes of planning, growth, and efficiency, making it an ideal time for B2B brands to position their offerings as essential tools for businesses aiming to start the new year strong.

So, the hype is worth it after all. With that in mind, here are five key strategies we recommend for reaching B2B decision-makers this holiday season

5 Key Tactics for B2B Advertisers to Leverage During the Holiday Season

Target High-Value Accounts with Account-Based Marketing (ABM)

The holiday season is a prime time to focus on high-value accounts through Account-Based Marketing (ABM). Research shows that ABM campaigns can generate a 208% higher ROI than traditional B2B marketing, especially valuable during the holidays when budgets are being allocated and business goals are being refined for the coming year. 

Craft personalized messages that emphasize productivity, ROI, and efficiency—key themes on the minds of B2B buyers as they prepare for 2024. By highlighting how your offerings support these goals, ABM campaigns can help your brand connect meaningfully with decision-makers.

Engage on LinkedIn with Holiday-Themed Campaigns

LinkedIn is an ideal social media platform for B2B engagement throughout the year, but, especially during the holidays. Studies from LinkedIn Business show that response rates to LinkedIn InMail increased by 300% in Q4 as professionals look for year-end resources and solutions. This spike in engagement makes it an ideal time to promote thought leadership content on topics like industry trends and innovative solutions that help companies prepare for the year ahead. By aligning your messaging with the holiday season’s forward-looking energy, you can engage your target audience effectively on LinkedIn.

Run Limited-Time Offers for Year-End Budget Allocation

Many companies have budget allocations that need to be spent by year-end, and limited-time offers can create a sense of urgency that motivates decision-makers to act. In fact, over 50% of B2B companies report seeking out year-end discounts to maximize their budgets. Consider offering a holiday-exclusive discount on annual subscriptions or early-bird pricing for services that start in January. These offers can position your brand as a cost-effective solution, making it easy for B2B buyers to commit before their budgets reset.

Stay Visible with Retargeting Campaigns

During the busy holiday season, many decision-makers may research solutions but delay purchasing decisions until the new year. Retargeting is a powerful way to stay top-of-mind with these potential customers. Studies show that retargeting ads can increase conversion rates by up to 70% by maintaining a consistent presence with interested buyers. Through well-timed retargeting ads, you can keep your brand visible and remind prospects of your value proposition when they’re ready to finalize purchases.

Use Email Marketing to Share Industry Insights and Trends

Email remains a highly effective way to engage B2B buyers, with nearly 80% relying on it for industry updates and product information as they plan for the new year. Use this time to position your brand as a thought leader by sharing valuable content, such as year-end reports or trend analyses for 2024. Highlighting your expertise in these areas strengthens brand trust and provides B2B decision-makers with insights they’ll remember as they prepare to set new priorities.

Embracing the Holiday Season for B2B Success

In conclusion, while the holiday season may be packed with B2C campaigns, B2B advertisers shouldn’t overlook its potential. With companies actively planning for the year ahead, adjusting budgets, and seeking strategic partnerships, this period offers B2B brands a unique opportunity to stand out. By using targeted tactics like ABM, LinkedIn engagement, retargeting, and limited-time offers, you can reach decision-makers ready to invest in solutions that set them up for success in 2024.

So, is the holiday hype worth it for B2B? Absolutely. And with the right strategy, you can capture attention, build valuable connections, and lay the groundwork for a strong start in the new year.For more insights on holiday-driven buying patterns and actionable strategies to maximize your ad efforts, download our eBook, Unwrap Success: An Advertiser’s Guide to the 2024 Holiday Shopping Season.