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Make the Most of the Slow B2B Marketing Holiday Season

Use downtime to perk up your pitch - and get prepared to handle even more business when the customers come back
Marketing seminar (Pixabay)
Marketing seminar (Pixabay)

Thanksgiving is over and we B2B marketers have the eternally slow December holiday season to look forward to. By the 15th, you might as well close shop and come back after New Years 2016. Or should you?

Here are some tips to keep your marketing funnel moving as fast as the speed of business.

Almost Qualified Leads
You’re not going to take a new lead to the finish line in December. But what about the leads who are almost qualifed? Login to Salesforce and take a look at your AQLs (Almost Qualified Leads) and see who is “one click away from the finish line.”

Are there any leads who are worth giving a call? Consider creating a campaign for your AQLs and get that last click out of them and pass them onto sales.

Your Hot Leads
Scoring is important, but it’s not the only game in town. Hot leads are just as important. Hot leads are the leads who have average scores, but are very active at the moment. They’re honing in on your business and you need to hone in on them.

Go back to Salesforce and create a report that displays the hot leads who have been very active in the past two weeks. Decide who is worth passing onto sales and who is worth defining as an AQL.

Create B2B Content
The last 2 weeks of December are down time. So use it to prepare for 2016. Hit the ground running! Write spare blog articles, case studies, memes, and everything else. Prepare your January 2016 social campaigns in 2015.

Talk to Sales
One of the best assets at the Panaya Marketing Team is our excellent relations with Sales Development. We welcome their visits, questions and ideas. That’s not the case at most startups and tech firms. Do yourself a favor and reach out to sales.

Remember – B2B marketing has one “prime directive” – to serve sales.

About the Author
Kenny Sahr is a startup marketing executive. His first startup, founded in 1996, was featured in Time Magazine and on 60 Minutes. Kenny moved to Israel from Miami, Florida. In his spare time, he is an avid music collector and traveler.
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