Whether you’re pushing software, industrial supplies, or tech solutions, these five tactics will help you engage B2B buyers in a way that sticks and makes them want to click.
1. Keep Your Email Lists Warm (Hint: No Frosty Recipients Allowed)
If BFCM is a marathon, your email list needs a little cardio before the main event. Regular, value-packed emails before BFCM ensure your recipients recognize you when your big messages land.
- Consistency is Key: Studies show email open rates drop by around 7% when there’s a big gap between sends (HubSpot), so start sending educational or value-driven content at least a few weeks before BFCM. This could be industry trends, success stories, or valuable tips to subtly hint at how your solution will make next year easier for them.
- Use a Pre-BFCM Tease: Let them know that something big is coming and to keep an eye out. Warming up your list means higher open rates during BFCM and a more engaged audience.
By sending steady, relevant content, your emails won’t be strangers when it’s time for the main event.
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2. Tell Stories That Speak Their Language
Storytelling in B2B? Absolutely! Good storytelling doesn’t just work in B2C—sharing relatable success stories can make B2B buyers feel understood. Show them how other businesses have used your product or service to solve real-world problems.
- Customer Success Stories: Dive into how you’ve helped similar companies, providing relatable pain points and solutions. A Forrester report found that case studies influence 71% of B2B buyers when making purchasing decisions.
- Problem-Solution Framework: Structure your storytelling emails with a challenge (the relatable pain), the solution (your product), and the results (data-backed proof).
A story-driven email or landing page will be refreshing among all the straightforward promotional blasts. Show that your business is a problem-solver, and buyers will be more inclined to trust you.
3. Highlight Metrics That Matter: Prove Your Value Quickly
B2B buyers are data-driven, and during BFCM, when time is tight, you need metrics that communicate value instantly. Use data that showcases why your product is the better choice, including stats on time savings, ROI, and client success rates.
- Customer Satisfaction Stats: Numbers speak louder than promises. Salesforce found that 80% of B2B buyers expect real-time communication about their needs, which means stats about client success are crucial. Share the ROI other businesses have achieved with your product to make it an easy decision.
- Time-Saving Insights: If your product saves customers time or money, spell it out. For example, “Our software reduces onboarding time by 40%,” is a figure that catches the eye of busy decision-makers.
Metrics instantly build credibility and give buyers concrete reasons to choose your solution over others, which is essential for a quick BFCM buying process.
4. Leverage FOMO (Yes, It Works in B2B Too)
Fear of missing out isn’t just for consumer goods; in B2B, no one wants to miss a chance to improve their business or snag a good deal before the budget closes. By applying urgency effectively, you can help buyers move from “thinking about it” to “let’s do this.”
- Limited-Time Bundles: Offer an exclusive BFCM bundle or service package that’s only available for a short time. This could be a training package, premium support, or additional features.
- Countdown Emails and Reminders: Use automated reminders for those who haven’t acted, especially in the final hours. Shopify found that countdown emails during BFCM increase conversion rates by up to 27%.
Incorporating FOMO into your strategy helps nudge B2B buyers toward a faster decision, even in a setting typically known for longer sales cycles.
5. Offer Exclusive BFCM Content for a Personalized Experience
Nothing says “I’m paying attention” like content that’s tailored to a buyer’s specific needs. Use dynamic email content to personalize recommendations or provide industry-relevant resources that complement what they’re looking for.
- Content that Solves Problems: For example, send a guide on “Maximizing Q4 with [Product]” or “2025 Trends in [Industry]” for the specific sectors you serve. According to MarketingProfs, personalized emails deliver 29% higher open rates and 41% higher click-through rates.
- Exclusive Whitepapers or Webinars: Offering VIP access to resources that are usually gated can make buyers feel valued and engaged. Send these resources during the BFCM period as “gifts,” adding value and showing you’re invested in their success.
Tailored content makes your email stand out from all the generic sales pitches they’ll receive, showing you understand their business and are ready to help.
