B2B Guide to Cashing In on Black Friday & Cyber Monday

Sep 17

When Tony Rizzo, CEO of CloudTech Solutions, decided to run a Black Friday promotion three years ago, his colleagues thought he'd lost his mind.

"They said, 'Tony, we're not selling TVs here,'" he chuckles.

But Rizzo's gamble paid off spectacularly. CloudTech's Black Friday deal on annual subscriptions brought in more new clients that weekend than in the entire previous quarter combined.

The Growing B2B Potential on Black Friday

Rizzo isn’t the only one spotting opportunities in a traditionally consumer-focused shopping frenzy. A growing number of B2B companies are jumping in, with 61% now participating, up from 43% just five years ago.

"It’s about thinking differently," says Sarah Chen, Marketing Strategist at B2B consultancy FirmForward.

"Black Friday isn’t just about slashing prices. For B2B, it’s a unique moment to capture attention when decision-makers might actually have time to consider new solutions."

Why Black Friday and Cyber Monday Work for B2B

Even though these events are traditionally consumer-focused, they offer unique advantages for B2B companies:

Budget Utilization: Companies looking to spend their remaining fiscal budget are open to value-driven deals.
Long-Term Contracts: B2B offers often focus on multi-year contracts, driving long-lasting revenue.
Stand Out from Competitors: Many B2B companies stay passive during this period – making proactive offers gives you an edge.

Your B2B Black Friday Playbook: From Strategy to Execution

1. Craft Your Strategy
Start with clear goals.

"We had three main objectives," Rizzo shares:

Generate new leads
Retain existing customers
Upsell premium services

Each objective requires a tailored approach, whether it's lead generation, customer retention, or upselling.

2. Design Attractive Offers
B2B deals don’t need to mimic B2C discounts. Instead, focus on long-term value.
For example:

Bulk purchase discounts: Incentivize larger purchases with tiered pricing.
Extended service contracts: Offer discounts for multi-year commitments.
Bundle deals: Package complementary services to increase perceived value.

3. Promote Effectively Across Channels
Marketing your offers is crucial. Here's how:

Email campaigns: Build anticipation with targeted drip campaigns.
LinkedIn: Leverage professional networks to engage with decision-makers using testimonials and case studies.
Landing pages: Develop dedicated pages that highlight your offers and make it easy for businesses to engage.

Pro Tip:
Jess Wong, CMO of LogiLink, found success by adding scarcity:
"We offered the first 50 sign-ups priority onboarding in January, smoothing out Q1 and locking in savings for our clients."

Key Tactics to Maximize Conversions

1. Create Urgency
Even in B2B, urgency can drive faster decisions.

Limited-time offers: Highlight that deals are only available during Black Friday/Cyber Monday.
Exclusive bonuses: Offer perks like extra consulting hours or priority support.
Fact: Companies that create time-sensitive offers see a 10% boost in conversions.

2. Use Referral Programs
Incentivize current customers to refer new clients by offering:

Discounts for both the referrer and the referred.
Added benefits like extra services or consultations.

3. Segment Your Audience
"Our CRM was our secret weapon," says Rizzo. Segment your audience and personalize offers based on past interactions. Use CRM tools like HubSpot or Salesforce for lead management and follow-ups.

Don’t Forget the Follow-Up

The sales period doesn’t end on Cyber Monday.
"We use it as a 'customer appreciation' moment," Rizzo adds.

Follow these steps post-campaign:

Send thank-you emails: Personalize communications to maintain rapport.
Evaluate success: Measure your ROI and refine future campaigns.
Maintain momentum: Use insights to nurture leads that didn’t convert.

Fact: 64% of B2B buyers are more likely to purchase from companies that follow up with personalized communication.

Plan for Next Year: Lessons Learned

"Treat it as a high-intensity learning lab," Chen advises. What worked? What didn’t? Use these insights to refine your strategy for next year.

Rizzo is already planning for CloudTech's next Black Friday:
"This year, we’re gamifying it. The bigger the package a client commits to, the more perks they unlock. It’s not just a deal – it’s an experience."

Ready to Stake Your Claim?

As you wade through a sea of consumer-focused Black Friday ads, remember: there’s a B2B goldmine hiding in plain sight. The question is – are you ready to claim it?

Ryan Edwards