Q4 can seem like a bit of a lost cause for B2B marketers, with annual budgets running low and decision makers out on vacation. And while your competitors may feel this way, there’s no reason to take yourself out of the running. Here are three Q4 strategies to take advantage of to help you end 2015 on a high note.
Prepare buyers for Q1 purchases
While budgets may have dried up for this year, many B2B buyers are researching how to spend next year’s budget. Q4 is a great time to start the sales cycle for buyers looking to purchase in the new year.
Be sure to extend your remarketing window of any Q4 campaigns. For example, if you have a campaign beginning in December, be sure to set your remarketing window to extend into January so that people can reconnect with your company after the holidays.
Of course, all of this depends on your product and the average sales cycle length for your industry, as well as if your industry’s typical budget cycles begin in January or July.
Focus on creating great content
Did you know that between 65 and 90 percent of B2B buyers make a purchasing decision before ever making contact with your company? Use this to your advantage, as customer research is likely to be even more passive during Q4, with holiday travel and teams out of the office.