Closing the Year Strong: A B2B Marketer’s
Guide to a December Campaign

As December unfolds, it’s a perfect time for B2B marketers to start new relationships and maximize year-end opportunities with existing customers. This often overlooked month, before we break for the holidays, offers a unique opportunity to deepen relationships, drive year-end sales, and set up 2024 to start strong.

To help, we’ve designed a week-by-week plan, tailored specifically for businesses targeting businesses, to make sure your December is as productive and engaging as possible.

If you need help with any phase of this campaign, contact us. We can help!

Week 0 (Dec 1): Pre-Work

Friday, before you go home for the weekend, get the calendar out, agree on the message, and make sure you have the tools you’ll need for this campaign.  A list from GoLeads, email marketing software, CRM, social media, webinar hosting, graphic design capabilities, and analytics tools.

Week 1 (Dec 4-10): Lay the Groundwork

• Dec 4 (Monday): Outline the campaign’s focus and create the introductory email and digital display ad. This sets the tone for your month-long engagement.
• Dec 5 (Tuesday): Focus on making the direct mail piece (postcard). Focus on year-end considerations for your market and hint at an upcoming webinar on Dec 19th.
  Watch the webinar here.
• Dec 6 (Wednesday): Make the webinar landing page, and outline using placeholder text. Get the direct mail piece to the mail house to be dropped Friday the 8th.
• Dec 7-8 (Thursday-Friday): Prepare educational and interactive content, like a blog post on sustainable practices, a quiz, and finalize the webinar title.

Week 2 (Dec 11-17): Build Momentum

• Dec 11 (Monday): As your direct mail goes out, start the digital display ads. This will bring attention to your brand and the upcoming webinar. Run ads through Dec 22.
• Dec 12 (Tuesday): Send the introductory email, highlighting what’s to come. The webinar page should be live for registrations.
• Dec 13 (Wednesday): Post new educational content on the topic, have sales team share the post, positioning your company as a thought leader on the chosen topic.
• Dec 14 (Thursday): Engage the target audience on social media with a customer story, the quiz, and use the matched audience promotion feature to promote the webinar.

Week 3 (Dec 18-24): The Webinar and Final Push

• Dec 18 (Monday): Send a day before email for the webinar, ensuring maximum attendance.
• Dec 19 (Tuesday): The morning of, send a last second email of the webinar (30 mins before). Host the webinar on the topic that connects you with farmers. (record it)
• Dec 20 (Wednesday): Follow up with a thank-you email, recap the webinar, send the recording, and present a special offer.
• Dec 21 (Thursday): Remind them of the year-end offer, creating a sense of urgency.
• Dec 22 (Friday): Send a last comprehensive newsletter, rounding off the December campaign.

Final Week (Dec 25-29): Close on a High Note

• Dec 25-28: Enjoy the Christmas holiday.
• Dec 29 (Friday): Use this day for any last-minute communications or responses, setting the stage for a fresh start in the new year. Triage your list for follow up in 2024. Start with a list of clicked emails, and the people registered for webinars. Then move to the leads that match your best customer profiles, then follow up with everyone else. A good message is, “talk about some of your plans for 2024.”

December is a time for reflection, connection, and strategic planning. By following this guide, you can ensure that your business remains front and center in the minds of your target prospects. Make these final weeks count, setting the tone for a prosperous new year!

Call us to help with your end of year campaign. Start with a GoLeads list of businesses in your target market.

Contact us today