5 Holiday Marketing Myths–Busted!

Black Friday and Cyber Monday dominate holiday “savings” conversations, which leads many business owners to treat business-to-business (B2B) deals as an afterthought. The common line of thinking assumes that buyers and other decision-makers are mentally checked out in December. While that may be true for some, smart marketing campaigns are effective year-round—even during the most wonderful time of the year.

In this post, we’ll put five B2B holiday marketing myths to the test and see how well each one holds up under scrutiny. Spoiler alert: they hold up as well as 10-day-old eggnog. 

Myth #1: Most B2B Buyers Are Not Active During the Holidays

That might sound good for people who want to justify taking a month-long siesta between Thanksgiving and the New Year, but there’s little truth to this nowadays. Many employees, especially executives and decision-makers, even log on during vacation to do some work. We don’t necessarily encourage that, but the point is that workers are available and reachable during the holidays.

In fact, December might be one of the better times to touch base with B2B buyers. Inboxes are a little lighter this time of year, so your contacts might have more time to digest marketing emails and communications. 

In other cases, buyers might realize they haven’t exhausted their budget for the current fiscal year and want to do some last-minute buying to avoid losing crucial dollars for the next year. Some simply want their suppliers lined up before January so they can hit the ground running.

Myth #2: Holiday Campaigns Are Too Hard to Measure

There’s a prevailing view among many business executives and marketing managers that holiday campaigns are so different from “normal” campaigns that they’re not worth measuring. The team at PowerChord certainly doesn’t hold that view, because we believe any marketing action or campaign can and should be evaluated.

The first key action to executing a measurable holiday marketing campaign is to identify your goals. Are you aiming to get more social media impressions, website visitors, newsletter subscribers, or qualified leads? Being specific about the purpose of your marketing campaigns helps you better analyze the data that comes in. 

The next step is having intuitive marketing software that captures relevant data and presents it so your team can make informed decisions. PowerStack’s data dashboard combines the metrics you care about from every marketing channel and suggests actions based on relevant information. Our digital products use multi-touch attribution modeling to identify the high-impact clicks that actually drive revenue. 

One of the best parts is the real-time monitoring capabilities you get with PowerStack. If something’s not working, your RevOps team gets alerted and has the opportunity to change course when practicable.

Myth #3: B2B Buyers Aren’t Looking for Deals During the Holidays

Black Friday and Cyber Monday are for consumers who want to save a few bucks on holiday presents. B2B buyers aren’t as motivated to sniff out deals from their dealers and partners, right? 

We think that’s just wrong. Who would say no to great deals? If your business is trying to clear out some inventory before the new year, December is as good a time as any to let your audience know about it. Don’t listen to the naysayers who argue that B2B companies devalue their products and services by offering discounts. Lexus dealers aren’t the only ones with Decembers to remember.

Myth #4: Holiday Marketing Campaigns Are Hard to Execute (Because Everyone Takes Off Work)

That might have been a valid objection 20 (or even 10) years ago, but advancements in artificial intelligence and marketing automation have allowed teams to offload rote tasks to the computers.

Take PowerStack’s capabilities, for instance. PowerChord understands that marketing departments (and, increasingly, RevOps teams) are often asked to do more with less. Our technology allows marketers to automate follow-ups after leads take desired actions, such as downloading a digital resource or inquiring about a product line’s pricing. Another action PowerStack can automate is lead-scoring, an often time-consuming practice that’s nonetheless crucial for precise marketing actions.

Myth #5: Target Audiences Don’t Care About Holiday Content

Only Scrooges or Grinches would wholeheartedly believe that!

While some decision-makers have grown tired of the same old holiday clichés getting worked into every marketing email, most people enjoy fun and lighthearted content. If your marketing team has a collective funny bone, December is the perfect time to flex it (excuse the mixed metaphor). 

After a long year, business owners and executives might not have the appetite for dry, text-heavy marketing emails. If you can come up with a fresh take on the holiday season from a marketing perspective, don’t hesitate to let it rip. Even so-called serious industries enjoy humanizing content from time to time.

PowerChord’s Holiday Action Checklist for B2B Marketers

Between the holiday parties, workplace viewings of “It’s a Wonderful Life,” and the post-party sugar crashes, your marketing team has a great opportunity to drill down and execute some impactful marketing campaigns. 

Below is a short checklist to help the team get some traction this holiday season:

• Identify the purpose and larger goals of your holiday marketing campaign.
• Determine which discounts and deals, if any, your company will offer.
• Craft tasteful and lighthearted holiday-related marketing content.
• Assign tasks based on the RevOps personnel available during the holiday season.
• Monitor the results and shift resources if necessary.
•  

Keep a Look Out for PowerChord’s 12 Days of PowerStack Content

‘Tis the season to get informed about the wonders of cutting-edge marketing technology that makes handling multi-location marketing a breeze! That’s how the song goes, right? 

At any rate, thanks for sticking around while we bust some of the most prevalent holiday marketing myths. We’ve also got a lot more than this partridge in a pear tree—stay tuned for the rest of our 12 Days of PowerStack, and don’t hesitate to drop us a line if you’re ever in the market for intuitive marketing solutions that unify all your efforts into one dashboard. 

Frequently Asked Questions (FAQs): Holiday Marketing

How does marketing play a major role during the holiday season?

Marketing plays a major role during the holiday season, much like it does any other time of year. Consumers and businesses are looking for products and services that meet their needs, and they may respond well to marketing messages with seasonally appropriate content and deals.

What is the best promotional strategy for the Christmas season?

The best promotional strategy for the Christmas season depends on many things, including your audience, industry, and the cyclical habits of buyers. One particularly useful marketing strategy for Christmas time is a series of holiday-specific, personalized emails that highlight seasonal discounts.

Why is seasonal marketing important?

Seasonal marketing is important because brands have unique opportunities to connect with leads and customers. Adding seasonally appropriate messaging in your marketing content lets your audience feel like they have received personalized messages. It can also build a sense of urgency by allowing companies to advertise limited-time deals or products. 

What is holiday marketing?

Holiday marketing is seasonally sensitive outreach from companies to leads, customers, and anyone else who might purchase products and services. Holiday marketing might alert consumers to deals and discounts and lean heavily on emotional connections. 

When is the best time to start holiday marketing for B2B?

Starting early—typically in October or November—allows you to build awareness, nurture leads, and capitalize on early budget planning before the year-end rush.

How can B2B marketers personalize holiday campaigns effectively?

Use data-driven segmentation to tailor messages based on buyer behavior, industry, and past purchases. Personalized content increases relevance and engagement during the holidays.

How do you measure the ROI of holiday marketing campaigns?

Track key performance indicators such as lead generation, conversion rates, and revenue growth using multi-touch attribution models and real-time analytics tools to understand campaign effectiveness.

What types of holiday content resonate best with B2B audiences?

Educational content, case studies with seasonal relevance, lighthearted videos, and personalized offers tend to perform well, balancing professionalism with festive spirit.