Dishwashers and decor, televisions and tablets, fashion and furniture– everyone knows that Black Friday is the day of the year when everything is on sale. Black Friday promotions, offers, discount codes, and coupons dominate online discourse leading up to Thanksgiving, all in an effort to get people shopping and spending.
But Black Friday shopping, and all of the marketing efforts surrounding it, shouldn’t be limited to retail and B2C organizations. B2B companies in the service sector, software, eCommerce, and other areas can (and should) take advantage of the existing hype and customer awareness around Black Friday and Cyber Monday to help their businesses thrive.
Just how to do that can be a bit of a puzzle, though, which is why we’ve gathered several expert service providers, partners, and contributors from the UpCity community to share their advice.
Whether you’re looking to drive customer acquisition, generate leads for the new year, or increase conversion rates leading into the end of the year, check out what our panel had to offer from their real-world experiences in B2B promos for Black Friday, Cyber Monday, and the entire holiday season.
Why are Black Friday and marketing so closely related?
The notion of Black Friday as a shopping holiday didn’t really catch on until the 1970s and 1980s[1], as the day had negative connotations prior to the 1950s. But when it did catch on, businesses quickly embraced the idea of celebrating Black Friday as a big day for gift shopping.
Specifically, retailers aimed to be “in the black” after booming business and a big jump start to the holiday shopping season, so they adopted the practice of providing Black Friday shoppers with special offers, discounts, and deals.
This is where marketing and Black Friday come together. Now that Black Friday and Cyber Monday are well established (as a whole “Black Friday Weekend”) and the public is primed to look for deals during this time of year, companies need to ensure that their Black Friday deals are directly in front of customers.
From social media to email marketing and in-store promotions, Black Friday offers need to reach current and potential customers through your marketing channels, emphasize a sense of urgency on these limited-time deals, and ultimately lead a target audience to the checkout.
In the consumer space, BFCM marketing is almost completely focused on discounts for in-person and online shopping. Customers expect “the best deals of the year” when they look to do any kind of shopping during the post-Thanksgiving weekend[2], whether it be for Christmas gifts or replacement appliances.
But the B2B space is different, and as a result, the best Black Friday marketing ideas will be different, too.
Differences between B2B marketing and B2C marketing
There are several fundamental differences between B2B marketing and B2C marketing, especially when it comes to big shopping seasons such as Black Friday or Cyber Monday. First and foremost, the majority of B2B sales are not the kind of “impulse buys” that typically drive B2C offers[3] through online stores.
You’ll see promotions all the time for consumer goods that might be 50%, 60%, or even 70% off the regular prices when added to the shopping cart, as well as offers touting “our lowest price of the year” and so on.
In the B2B space, the deep, limited-time offer holiday sales you encounter on a shopping day aren’t quite as realistic. For one, B2B purchases for services, technology, or even new products generally have a longer buildup to them. Few businesses dive into a new point-of-purchase system, website design contract, or bulk order of supplies on a whim. Instead, B2B purchases usually involve multiple departments and a lot of time and consideration.
Special considerations for B2B businesses on Black Friday
But this doesn’t mean you can’t take advantage of this time of year. Offering free access to content that is usually behind a paywall, for example, can drive new leads and bring in a large number of potential new customers. You could also offer a bundle of services at a discount to your existing customers, presenting an upsell opportunity while the customer gets to add something they need.
Free trials are also an option, as is a limited discount window for orders placed between a certain range of dates. The key is to have a solid plan and to really know your customers, which will tell you what types of offers will really resonate with them and drive acquisition or conversion.
One other special consideration to keep in mind is timing. Chances are your clients’ offices are closed or minimally staffed the day before and after Thanksgiving, so you can’t rely on a Friday morning email to drive sales and interest (or even be read) before the weekend is over.
“Black Friday can be the hook for just about any business or service. But keep in mind that a lot of businesses take time off around Thanksgiving, so whatever you run really needs to be rolled out early or be positioned as more of a Cyber Monday offer. A B2B campaign over a weekend where offices are closed and retail businesses are experiencing high volume is not ideal. It can be Black Friday themed, but do not start a campaign on the actual day after Thanksgiving.” –Michelle McNally, EVP of Customer Success at BoxCrush
Should B2B businesses build marketing campaigns around Black Friday?
Among our panel of experts, the answer to whether or not B2B companies should create Black Friday promotions was a resounding “Yes!” Everyone is on the lookout for a good offer this time of year, including your clients and customers, so it’s a great time to see if you can capitalize on that awareness[4].
“Sure! Why not? Everyone else is doing it. Seriously, just because we’re B2B doesn’t mean we aren’t still trying to reach consumers who are also B2B decision-makers. So, it’s not a bad idea to channel those B2C feels, freshen up our messaging, and be more down-to-earth. For me that means being all about email marketing, especially if you send Saturday or Sunday morning when people are relaxed and looking for a diversion over coffee. Keep it short, friendly, engaging, and human.” –Lydia Sugarman, CEO of Venntive
Black Friday also gives you and your marketing team a built-in moment in the calendar around which you can plan content, optimize your campaigns and marketing automation, and grow your email list. While eCommerce stores are hoping for new customers to make a purchase, your efforts might be best focused on loyal customers.
Brainstorm ways to come up with an upsell opportunity, reach people through the appropriate marketing channels, and even consider offering discounts to get your customers to try or add something new.
“While traditionally seen as a B2C phenomenon, Black Friday presents a unique opportunity for B2B marketers to stand out in a less crowded space. Here’s why: timing advantage, differentiation, long sales cycles, digital engagement, and building relationships. My top tip is to focus on creating value-driven, personalized offers that resonate with your specific business audience.” –Jonny Ross, Fractional CMO at Fleek Marketing
Benefits of B2B Black Friday marketing campaigns
There are a ton of potential benefits for B2B organizations that launch a Black Friday offer, and many of them go beyond the sort of revenue boost that retailers and B2C companies are looking for.
B2B organizations might use Black Friday and Cyber Monday offers to provide special content access, audits, or consultations to other businesses. In turn, this could bring in a number of new customers, which helps grow your company long-term. Another benefit is expanding your contact database, giving you new leads as you head into the new year.
Black Friday offers even give you a chance to clear out older inventory as you prepare for new products to come in. If you deal in bulk products and are in need of warehouse or storage space, deep discounts or special add-on offers can be a great way to take advantage of the Cyber Weekend.
“Black Friday is synonymous with consumer spending and deal-seeking behavior. By aligning marketing efforts with this trend, B2B companies can leverage the increased willingness of customers to make purchases. Content that highlights exclusive deals, limited-time offers, and unique promotions can be particularly effective in driving sales. Content that goes beyond promotional messages and offers valuable insights, tips, or trends related to the products or services being offered positions the company as a trusted authority in the eyes of consumers.” –George Mihaiu, Marketing Specialist at Synergo Group
Examples of successful B2B Black Friday marketing campaigns
One of the keys to successful online sales for any B2B organization is to make your marketing campaign unique, as well as relevant to your customers.
“You have to give something specific and valuable to break through the clutter. Last year our client released an annual report just before Black Friday, giving valuable information to all of their clients and non-clients for a limited time through social media and email marketing. They brought a few hundred new potential customers in from that promotion, all without spending any money on discounts or ads.” –Stephanie Schwab, CEO of Crackerjack Marketing
Other examples of great offers to consider would be extended windows of service for the same price (14 months for the price of 12, “2 months free,” etc.), a percentage off your first few orders, credit toward a future order, or loyalty discounts for existing customers. Take a look at your target audience and similar companies, then put together what you believe will work best for your business.
Tips for B2B Black Friday marketing campaigns
Our panel of experts also had a number of valuable tips to share, beginning with how to choose which campaign you want to run.
“These types of campaigns usually need a discount on the price of the item for sale, an increased inventory of product or service to be delivered when purchased, or added convenience. In any case, additional staff and resources may be needed to perform the increased tasks that come with growing sales. And all of these factors need to be planned out in advance of the date of the Black Friday event to work out the glitches that may arise.” –Brian Dawson, CEO of Customer Finder Marketing
Another tip is to consider preferential treatment or exclusive benefits for your existing customers. This will not only drive new business but will also increase affinity for and loyalty to your company.
“Offer early access to existing clients, provide limited-time upgrades, and promote extended trial periods. Create a sense of exclusivity and appreciation for your current subscribers and customers. Provide limited-time upgrades or additional features for clients who make a purchase or sign up during the Black Friday period to add extra value to their investment. Offer extended trial periods for your services to allow potential clients to experience the value you provide before committing to a purchase.” –Robin Dimond, CEO and Founder of Fifth & Cor
Another tip: B2B buyers are used to speaking in percentages, and care a great deal about the value they are getting (rather than simply aiming for a deep discount on a one-time purchase). So focusing on benefits and value will be the best approach for B2B Black Friday sales.
“Focus on value, not sales. B2B buyers will see right through any attempts to capitalize on the holiday. Instead, use Black Friday/Cyber Monday as an opportunity to provide added value to your potential customers. Ideas might be guides, eBooks, or templates that they can use for 2024 planning offered as free downloads in exchange for contact info. Host a free training webinar on a topic your customers care about. Whichever option you choose, be a helpful resource.” –Sara Lynch, Digital Content Writer at ProfileTree
Similarly, B2B purchasers are interested in long-term thinking, not one-and-done shopping. So building and nurturing long-term relationships with customers is another key to success, and another goal that can be accomplished with a good Black Friday promotion.
“B2B clients are typically more interested in long-term value and ROI than in immediate discounts. Offer promotions on products or services that can help these businesses achieve their end-of-year goals, whether it’s boosting efficiency, cutting costs, or planning for the upcoming year. This approach, combined with a well-timed campaign that respects the longer decision-making process in B2B transactions, can make your Black Friday strategy more effective and appealing.” –Domenique Comparetto, Head of Content Strategy at Altered State Productions
Mistakes to avoid with B2B Black Friday marketing
Like any other marketing effort, there are always potential missteps that you want to avoid. And with careful planning and strategy, you can put together a Black Friday marketing plan that mitigates negative outcomes and helps you accomplish your business goals.
“A key mistake to avoid is mimicking B2C tactics without adapting them to B2B nuances. Unlike B2C’s focus on immediate sales, B2B should emphasize long-term relationships and value-added services. Overlooking the importance of targeted, personalized communication is another misstep. Lastly, neglecting to align the campaign with your brand’s core values and strengths can result in a disjointed message that fails to resonate with your professional audience.” –Slam Sarymamedov, CEO & Founder at Ubunzo
One similarity with the B2C space is also a mistake you want to avoid, and that’s not making your offer clear enough. No matter whether you’re advertising a product, a service, a piece of content, or anything else, you need to make sure that your offer is clearly communicated.
“Let the potential customer know how the offer works and how to get it with as minimal effort as possible. Using a landing page is a great way to ensure you do this properly and that the customers get the information they need about the offer. Selling a service is no different than selling a product, and there is no reason that you cannot offer deals during one of the busiest buying times of the year. You may actually stand out in a crowded space!” — Robb Fahrion, Partner and Co-Founder of Flying V Group
Black Friday Marketing for B2B Businesses in 2024 and Beyond
Even if you have created Black Friday or Cyber Monday offers for your B2B clients in the past, there are always new techniques and approaches to consider. And the advice and insights from our panelists here is really just a small sampling of their full breadth of knowledge.
How can digital marketing agencies help you ensure success on your next B2B marketing campaign?
Countdown timers, pop-up boxes, free gifts with purchase, influencer marketing–what works for B2C customers might not always work as well for B2B clients. But some of it may!
Fortunately, you do not have to figure out the right approach on your own. The trusted digital marketing experts and service providers found in the UpCity network all have extensive experience in analyzing, creating, and running digital campaigns for countless businesses, including B2B companies like yours.
Reach out to one or more of them today to begin the process of planning your company’s strategy for a successful and impactful marketing campaign that turns the holiday shopping season into a major boost to your business for many holiday seasons to come.
Sources
- The History of Black Friday — and what 2023 may bring, NBC News Select
- Black Friday eCommerce: 17 Ideas, Tips & Strategies to Increase Holiday Sales, Shopify
- 13 Ways Your Business Can Get Ready For Black Friday (It’s Not Just for the Big Guys), U.S. Chamber of Commerce
- Black Friday Marketing: How To Prep for Your Business, Mailchimp