4 Ways for B2B Brands to Get the Most Out of Cyber Monday Sales

Jeff Reekers
November 24, 2015

It’s tough to ignore Cyber Monday and Black Friday ads. They’re everywhere––in your inbox and mailbox, on social media profiles, and nearly everywhere else you look. The sales madness builds on the already stressful holiday season. The vast majority of promotions, of course, are given by retailers rather than manufacturers and suppliers, who are competing for the lowest price and most creative offer to take advantage of the estimated $2.8B spent on Cyber Monday, $1.3B on Thanksgiving, and $2.4B on Black Friday. And this makes sense. B2C sales, whether online or brick-and-mortar, lends itself to promotions. The transactions are simple. B2B, on the other hand, faces challenges across accounting, inventory, specialized contracts and discounting, order fulfillment, multiple shipping locations, and more. It’s just too complex and risky to take on mass-produced promotional campaigns. Yet, with all the attention, wouldn’t it be nice if B2B brands could indeed share a piece of this vast pie? Perhaps there is. Below are three ways you can provide value to your customers during the holiday season, which, additionally serve to enhance your relationships, value, and sales.

4 Ways to Take Advantage of Cyber Monday Sales

1. Supply Email Content That Supports Your Retailers

Quite likely, your customers are planning for Cyber Monday, but do they have everything in place for their promotions? This can be an arduous and stressful process for many retailers. Those of your retailers with eCommerce stores, for example, will need to have a well rounded strategy around handling (and testing for) increased website visits, assuring products have the necessary detail consumers demand, and an understanding of how to convert these seasonal shoppers into year-round customers. What content via whitepapers, webinars, email newsletters, etc. can you provide your customers to support their efforts? Educate your retailers with the insights they need, and their success will transfer into better relationships and increased business over the long haul.

2. Make An Important Announcement

Are you hosting a large event in the near future? Launching a new product? Making key internal staffing decisions? The time between Black Friday and Cyber Monday may be the best time for the announcement. In fact, Statistics show 90% of employees will be checking their email inboxes for Cyber Monday deals. This means that your customers will have their eyes on their email. Leverage this rare attentiveness to email by making an announcement you want your customers to hear.

3. Give In, Hold a Promotion

If you have the right B2B solution, you can considering offering promotional discounts. If you go this route, be sure to follow these holiday email tips via Mailchimp, who send and track the statistics of millions of holiday emails every year. If you don’t feel like reading through it, here are some of the key takeaways:

  1. Email open rates actually decrease during the holidays (likely due to email overload).
  2. In response, you’ll need to give a nearly “uncomfortable” promotion or discount to combat this.
  3. Create promotions based on your best customers.

Last, make sure you have a solution in place that can handle promotional campaigns. 4. Optimize Your Mobile Experience It’s no secret that B2B buyers expect the same experience and functionality they find (and provide) in the B2C marketplace. However, most B2B brands still have catch-up to play in order to provide the purchasing experience of a marketplace like Amazon. Additionally, approximately 50% of Cyber Monday and Black Friday deals are expected to be on a mobile device this year. Remember that these numbers represent your customers’ online activity these days as well. If you are holding your own promotions, making an announcement, or supplying your retailers with valuable content, realize that the interaction point may be through a mobile device, and this experience will reflect directly on your brand. Be sure to optimize your mobile experience during this time of peak usage.

Final Takeaways

As consumers, we’re all bombarded with promotional messaging during this time of the year. As B2B brands, it can be a difficult time of the year to stand out and gain attention amidst the noise. However, aligning your holiday marketing calendar around the needs of your most important customers––and assuring you provide them real value––will help you stand apart, improve customer relationships, and ultimately drive more business. In the end, aim to take holiday-stress away from your customers, not add to it.