When the festive season rolls around, B2B businesses might breathe a sigh of relief that they’re not in the B2C chaos. But just because you’re not selling directly to consumers doesn’t mean you should miss the unique opportunity to connect meaningfully with other businesses. This guide is here to help B2B brands engage clients through festive marketing, showing appreciation and staying top-of-mind.
Why should you consider festive marketing?
In December stepping outside can be like entering a winter wonderland, with Christmas songs on the radio and Christmas advertisement everywhere we go. If your brand doesn’t reflect the season in its messaging, it risks coming across as cold and clinical.
This time of year is perfect for tapping into emotive messaging. By putting yourself in the shoes of your client and understanding the pain points they face, your brand can appear more empathetic and human. This is also a chance to differentiate from competitors who may remain quiet.
According to LinkedIn’s B2B Institute, emotional campaigns in B2B are seven times more effective at driving long-term business growth than rational ones. In fact, 66% of B2B decision-making is influenced by emotional factors not logic alone.
Seasonal Content Planning
Your festive content could include:
- Practical updates, like business closure announcements and holiday hours
- The human side of your business, such as decorating the office, Secret Santa and the Christmas party
- Client focused tips, like year-end reviews or planning guides
- A genuine year-end reflection that celebrates your wins, acknowledges challenges, and shares the real story of how your business has grown and evolved, because people connect with authenticity, and ultimately, people do business with people.
Think about the value your audience gains from your content, whether it’s building trust through human stories, keeping clients informed with updates, or offering practical advice that genuinely supports their needs.
Final tips for standing out
- Make sure your seasonal efforts feel authentic and client focused. If you choose to gift your clients at this time of year, make sure the gift you choose is both ethical and thoughtful.
- Balance professionalism with warmth, while it’s great to adopt festivities it still needs to align with your brand and feel inclusive to those who don’t celebrate Christmas.
- Where possible, plan ahead to avoid last minute rushes which can appear less authentic and professional.
If you’re a business in Greater Lincolnshire looking for support, growth advice, or grants to help you thrive in 2026, book a call with one of our Advisers for tailored, fully funded guidance: https://www.businesslincolnshire.com/book-an-adviser/