Don't Miss the B2B Holiday Rush
Yes that’s correct, I am talking about that time between Thanksgiving and New Year’s Day that most business-to-business companies are missing out on. I can’t believe the number of companies that actually ramp down their marketing activities during this time, believing that it is a poor time to do lead generation. They are missing out on the most productive time of the year.
For some reason, most companies act on theory and assumptions during this time period and believe that their prospects aren’t around, aren’t paying attention, and are too distracted. In fact, the exact opposite is true. This is one of the best times of the year to speak with your prospects and customers because all of your competitors are doing the exact same thing: ramping down. This leaves your prospects less inundated with calls and offers from others at one of the most important times of the year.
Think about it: when do most companies have to do their planning for the next year? When do these companies roughly know the budget for the next year? That right, it’s around this very time of the year. So when your prospects are in their full planning, choosing and decision making modes, you are going to do less to get in front of them?!? When your prospects are making all their key decisions you are where?? That just doesn’t make sense. Instead, you need to be doing more to be that top of mind awareness and be the company that is helping them through this crucial time.
With most companies having less travel and more planning meetings, this is the perfect time of the year to be reaching out to them. They are in desperate need of help to develop their next year’s strategy. Think about your current clients…how many of them are asking for help with their next year’s plan? What makes you think that your prospects are not thinking about the exact same thing?
Another thing to consider is the fact that one message is just not going to get the job done. So what makes you think that an email blast in early January is going to get the job done? We all know it takes 6-7 touches to get that level of awareness that you need. If you leave that until the next year to start, your prospects will have already made their decision by that time, even if they really know who you are.
The Bottom Line
During the holidays, prospects have even more time to read email, than you may think. Most companies have less general meeting during this time and people are spending more time at their computers. Even those who are on holidays at least do a “quick check” of their email. That makes this the perfect time of year to have that message around the key problem issue that faces your prospect for the upcoming year. They are not only wanting, but are also needing that assistance and if you are not helping them, then your competitors most are.
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The Executives' Guide to Building a Lead Generation Engine
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