b2b_feature_imageA healthy lead gen program doesn’t go on autopilot between Memorial Day and Labor Day. The savviest marketers are using summer to build up their pipeline for the rest of the year.

With vacation on the brain and an upsurge of “Out of Office” auto-responders, it can be tempting to believe that no business is done during the summer. In fact, summer is one of the most important times for filling your lead gen funnel.

Here’s what B2B marketers need to know to keep campaigns as hot as the weather:

1. Nourish Evergreen Campaigns.

Dave Ramsey says, “People are in such a hurry to launch their product or business that they seldom look at marketing from a bird’s eye view and they don’t create a systematic plan.”

Summer is a great time to build up your evergreen campaigns with content that will stay relevant year-round. When promoting your lead gen content, make sure you include a strong CTA, such as “Download Report” or “Learn More”, to encourage customers to engage. Keep your brand top of mind with more general creative, and layer in special offers/promotions when needed.

2. Stay Seasonally Relevant.

There’s a lot happening during summertime that you can build in to your campaigns to stay fun and seasonally relevant. B2B marketers can get caught up in very formal, boring ad creative, and often don’t give enough credit to fun and engaging themes.

Use the summer spirit to create fun and engaging themes for your ad creative. And don’t forget your landing pages – landing pages can factor strongly into campaign success. Are you giving your client enough information? Are you overwhelming them with too many options to click away from the conversion? Make sure your landing pages are relevant to the ad a user clicked through!

3. All Leads are Not Created Equal.

Lower gross lead volume does not mean fewer qualified leads. 70% of B2B marketers say improving quality of leads was most important for an effective lead generation strategy, while only 54% said increasing the number of leads was top priority.

Summer is a great time to connect with high-quality leads. Prospects who are responsive during this time are likely to be more engaged with your brand, leading to productive conversations. Stay invested during the summer to increase overall ROI and LTV for your brand.

Slowing down or halting ad spend altogether could cause you to miss a large opportunity as you move into Q4. B2B sales cycles and consideration are long and can vary. Make sure your brand remains top of mind throughout the year with smart summer and fall planning!


We’ll be at Dreamforce this year to talk more marketing best practices! Schedule a strategy consultation today, and let’s discuss your full-funnel strategy.