Should B2B companies make deals for Black Friday?

Every year, in this period, B2C companies start preparing for the most important party of sales: the Black FridayWe at Mallei, having the success of B2B companies, asked ourselves: but B2B companies can benefit from it?

We are ready to bet that you are also stormed by newsletters and advertising for Black Friday and Cyber Monday.

Next Friday will be the so-called Black Friday. If you are not familiar with the term (where have you been until today?) it is the Friday following Thanksgiving in the United States and traditionally in the USA symbolizes the beginning of the Christmas shopping period.

But today the custom of invoking people to buy with dedicated offers spread throughout the world.

The benefits for B2C companies are clear, but how can B2B companies generate leads and increase sales during Black Friday?

INDEX:

Should B2B companies do promotions for Black Friday?

Human beings love doing business and words like “discount”, “business”, “-50% discount”, “only for the first XXX” cancel our rational side and activate the neural circuits of the reward. your buyers are still people and will react to the offers for business purchases the same way they react for an offer on a pair of sneakers.

But Black Friday is nothing but an event where customers expect discounts and offers, a little like summer and winter sales, and exactly how these have advantages and critical points.

That's why our answer to the question “but can B2B companies benefit from Black Friday?” is “dependence”From what?

in from the sector where you operate

chefrom the motivation that pushes you

obiettivi from the goals you want to achieve

Black Friday, to be effective, must be inserted within a well-structured marketing strategy and not only aim at increasing sales at this specific moment, otherwise you may only be able to encounter critical issues:

’Unfidelized customers who run from the best bidder as soon as there is occasion

lità

In addition, some B2B areas have more chances of success than others and it is always better to assess the situation before investing your resources in poorly effective marketing campaigns.

I areas where Black Friday B2B offers could work are the following:

di consumer goods

e Fashion and textile

🔹 Furniture

per Office equipment

On the contrary Black Friday may be un fruitful If you are:

a company that sells specific products that serve at a specific time (for example if you sell spare parts for sailing boats)
a company that has as clients large companies, requiring approval of several decision makers for any purchase.

The benefits of Black Friday for B2B companies

Successful B2B companies have understood how profitable it is to do their own, with intelligence, B2C business uses. If you still have doubts, here is some advantage you could get by adopting a b2b marketing strategy for this Black Friday:

1. Find new business partners

Do you have any prospect that has been around you for a while but never makes the decision to buy? Black Friday with limited-time offer could be the right push: buyers don’t have much time to think and inspired by the offer just acts.

2. Beats the competition

There are still few B2B companies that provide Black Friday offers, so you can distinguish yourself from other companies in your niche and beat your competitors!

3. Improve your reputation

You can use the opportunity to improve your company’s image and to demonstrate your support for a specific cause. For example, you can plant a tree for each order made during Black Friday or donate a portion of your choice’s charity.

3 Tips for a successful Black Friday in the B2B

If you decided to participate in this Black Friday – or are you thinking about it for next year – here are some tips to ensure that it is successful:

Choose promotional channels carefully: Use your data to understand which communication channel works most for your target audience (custom emails, newsletters, social channels, ADV...)
If it's your first time, don't overdo it! Start with a small promotion and take some time to evaluate the overall performance: what worked? What didn't work? How can I improve? Fanne treasure for next year!
Don't think you have to make discounts! Take the opportunity to add value to your brand. As we said before, you could do brand awareness actions, or you could think about it. bundle services, free training, extended warranty or trial period... make your creativity fly!

What offers should B2B traders offer?

Now that you have decided that a B2B campaign for Black Friday is a good idea, you have to think about what kind of offers you want to do. Below we give you some advice:

Discounts for limited time
Exclusive discounts for your loyal customers
Offers for the purchase of bundles of products/services
Extended warranty
Pages
Special offers on the best-selling products
Reactivation offers for inactive customers
Awareness Brand Actions