Christmas ideal time for B2B marketing, expert claims

Christmas should be a time to email clients for B2B firms, not just B2C, experts have claimed.

The approach of Christmas typically prompts many B2C businesses to look into email marketing campaigns in order top maximise on the rise in consumer spending. This rise in activity, however, need not be exclusive to B2C customers, with experts urging B2B forms to look at email marketing over the festive period to put their business at the forefront of their recipients' minds.

With December typically seeing the number of meetings and business trips decline, email can provide a great way of contacting a consumer base even when face-to-face meetings are few and far between. All the information given can then be used at the beginning of the new year, whilst the email campaigns are still fresh in the recipients' minds.

Marketing Sherpa notes that the time from original lead generation to sale can be a number of months, meaning that for sales conversions in the new year, marketing pushes need to take place before Christmas. With most sales coming three months after the original lead (16 per cent), businesses which don't market over Christmas may find the conversions don't happen until well into the new year.

Speaking to business2community.com, marketing blogger Teena Gomes explained: "This will be a great opportunity to tell them about your product/service and give yourself a chance of being part of their vendor evaluation list for the coming year.

"Timing is crucial when it comes to B2B marketing. Think creatively how you can utilise the last few days of the year to put your best foot forward, to increase engagement with your prospects and plan ahead for the New Year."