It’s time to challenge the outdated notion that Black Friday is exclusively a B2C event. Forward-thinking B2B companies increasingly recognise this shopping event’s potential to attract new clients, generate leads, and drive sales.
Why the shift? Because B2B buyers are evolving. With 73% of purchasing decision-makers now millennials – a generation accustomed to e-commerce and online deals – their expectations are changing. They want the same seamless experiences and enticing offers they encounter in their personal shopping lives.
And the data supports this
- 57% of German B2B online retailers reported significant sales increases from Black Friday participation.
- SaaS companies offering Black Friday discounts see significantly higher sales than those who don’t.
This guide explores how B2B companies can effectively leverage Black Friday to achieve their business goals.
Is a Black Friday Deal Right for Your B2B Business?
While Black Friday can truly benefit service-providers, not every B2B business can enjoy this benefit.
When Black Friday Makes Sense for B2B Businesses
Black Friday tends to be most effective for B2B companies selling:
Simpler Products and Services
Things like office supplies, software subscriptions, consumable goods, or even certain types of furniture and equipment. These are often characterised by shorter sales cycles and less complex decision-making processes.
Lower-Priced Offerings
Products and services with lower price points tend to be more appealing for Black Friday promotions, as customers are more likely to make impulse purchases or take advantage of limited-time deals.
Products Relevant to B2C Sellers
If your target audience includes businesses that run their own Black Friday campaigns (e.g., retailers, and FMCG companies), they’re more likely to be receptive to B2B Black Friday offers.
When to Proceed with Caution
Black Friday might not be the best fit if your B2B business focuses on any of the following;
Complex, High-Value Solutions
Products or services with long sales cycles, intricate technical specifications, or significant upfront investment (e.g., enterprise software, complex consulting projects) might not be well-suited for Black Friday promotions.
Highly Specialized Offerings
If your products or services cater to a very niche market or solve a specific problem at a particular time (e.g., replacement parts for specialized equipment), Black Friday might not generate significant interest.
Summary
Generally, the more your B2B offering resembles a typical B2C purchase in terms of simplicity, price point, and buying process, the more likely it is to benefit from a Black Friday campaign.
Creating B2B Black Friday Offers That Will Sell Out
Now that you’ve determined whether Black Friday aligns with your B2B businesses, you still need to create a Black Friday offer that potential clients will not resist. So, how do you do that?
1. Think Beyond the Discount
While price reductions can be part of your strategy, consider offering value-added deals that go beyond a simple percentage off.
On one hand, a discount may not always be feasible. On the other hand, a lower priced service doesn’t necessarily sell higher when it comes to B2B since trust and credibility are more important than price.
Extended Free Trials
Give potential clients a longer period to experience the benefits of your product or service risk-free. Doing this allows them to fully explore its features and assess its value before committing to a purchase.
Free Consultations
Offer complimentary consultations to discuss their specific needs and how your solutions can address them. Such a personalised approach demonstrates your expertise and builds trust with potential clients.
Bundled Services
Package complementary services together at a discounted rate. This provides added value and encourages clients to try a wider range of your offerings.
Early Access to New Features
Give clients early access to upcoming features or product updates. This makes them feel valued and gives them a competitive advantage.
Exclusive Training Sessions
Offer exclusive training sessions or webinars to help clients maximize the value of your offerings. This demonstrates your commitment to their success and helps them achieve better results.
2. Focus on Long-Term Value
Position your Black Friday offers as an investment that will provide long-term benefits to their business.
Increase Efficiency
Highlight how your solutions can help businesses streamline operations, automate tasks, or improve productivity, ultimately saving them time and resources.
Reduce Costs
Demonstrate how your offerings can help businesses lower operational expenses, optimise resource allocation, or minimise waste, leading to a healthier bottom line.
Boost Revenue
Emphasise how your products or services can drive sales growth, expand market share, or improve customer retention, contributing to increased profitability.
Edge out the Competition
Showcase how your innovative solutions can give businesses a competitive advantage in their industry, helping them stay ahead of the curve.
3. Speak Directly to Decision-Makers
Craft your messaging to appeal to the needs and priorities of key decision-makers.
Understand Their Roles
Research the typical roles involved in B2B purchasing decisions within your target market (e.g., CEOs, CFOs, IT managers, department heads). Tailor your messaging to address the specific concerns and motivations of each role.
Highlight Pain Points
Identify the common challenges and pain points faced by decision-makers in your target industry. Clearly articulate how your offerings provide solutions to those specific problems.
Quantify the Benefits
Whenever possible, quantify the benefits of your offerings in terms of cost savings, efficiency gains, or revenue increases. Use data and case studies to support your claims.
Emphasize ROI
Decision-makers are ultimately concerned with return on investment. Clearly demonstrate how your products or services can deliver a positive ROI for their business.
Use Strong Calls to Action
Encourage decision-makers to take the next step with clear and compelling calls to action. For example, “Request a Demo,” “Download the White Paper,” or “Schedule a Consultation.”
Where to Focus Your Efforts if You Want to Reach Your B2B Audience
Creating a compelling offer is only half the battle. You also need to ensure those offers reach the right audience, especially given the uniqueness of Black Friday advertising.
What Makes Black Friday Advertising Unique?
One challenge B2B companies face during Black Friday is the increased cost of advertising. As consumer brands ramp up their spending, ad prices across many platforms tend to surge.
While platforms like Facebook and Instagram can be effective for reaching certain B2B audiences, during Black Friday season, consider prioritising platforms where your target audience is more concentrated and competition may be less fierce.
That will include LinkedIn, business publications, and using highly targeted keywords in your Google Ads campaigns.
Also, you should not overlook the power of your owned media channels to promote your Black Friday offers without incurring additional ad costs. Your website, email marketing, and content marketing efforts are significant in this regard.
By strategically allocating your budget and prioritising platforms where your audience is most likely to engage, you can effectively manage the Black Friday ads and maximise your return on investment.
Using LinkedIn to Reach B2B Companies During Black Friday
There’s no better platform with which you can reach a professional audience than LinkedIn.
Targeted Advertising
LinkedIn Ads allows you to laser-focus your campaigns based on job titles, industries, company size, and more. This ensures your Black Friday offers land in front of the most relevant decision-makers.
Sponsored Content
Promote your most valuable content, such as blog posts, ebooks, or webinars, to a wider audience through sponsored content. This can help you generate leads and establish thought leadership.
Engaging Organic Posts
Your organic content is also useful. Share engaging posts about your Black Friday offers, highlighting their benefits and encouraging interaction.
Direct Outreach
Use LinkedIn’s InMail feature to reach out directly to key decision-makers at target companies. Personalise your messages and clearly communicate the value of your offers.
8 Ways to Turn Black Friday Leads into Long-Term Clients
Black Friday can be a powerful lead generation tool for B2B businesses. But the real work begins after the deals expire. To nurture any leads you generate during this period and convert them into loyal clients, do the following:
1. Focus on Follow-Up
Don’t let those valuable leads go cold! Reach out promptly after Black Friday to re-engage them and continue the conversation.
2. Timely Responses
Respond to inquiries and requests for information as quickly as possible. Demonstrate that you value their interest and are eager to assist them.
3. Personalised Emails
Send personalised follow-up emails that reference their specific interests or interactions with your Black Friday offers.
4. Phone Calls for High-Value Leads
For high-value leads, consider making a personal phone call to further build rapport and understand their needs.
5. Provide Valuable Content
Keep your leads engaged and informed by providing them with valuable content that addresses their pain points and demonstrates your expertise.
6. Case Studies
Showcase how your products or services have helped other businesses achieve success.
7. Webinars and Online Events
Host webinars or online events that provide valuable insights and information relevant to their industry or business challenges.
8. Blog Posts and Articles
Share informative blog posts or articles that address common questions or challenges faced by your target audience.
Conclusion
Black Friday presents a unique opportunity for B2B companies to connect with clients, generate leads, and drive growth. But handling all the moving parts can be a challenge. That’s where Edens Digital comes in.
From eye-catching graphics and engaging videos to strategic campaign planning and website optimization, we provide the expertise and support you need to conquer Black Friday.
Contact us today for a free consultation. Let’s make this your most successful Black Friday yet!
