The holiday season is a critical time for B2B companies. It’s an opportunity to close deals, engage with existing customers, and build momentum for the new year. For companies using partner marketing, the holidays provide a perfect chance to collaborate on campaigns that resonate with shared audiences, enhance brand recognition, and maximize mutual success.
This blog shares realistic and impactful campaign ideas that B2B companies and their partners can co-execute to engage customers, generate leads, and drive results during the holiday season.
Why B2B Partner Marketing is Perfect for the Holidays
While the holidays are often seen as B2C territory, they offer untapped potential for B2B companies. Decision-makers are influenced by the festive season, and year-end deadlines make it a crucial time for closing deals. Collaborating with partners allows you to:
- Expand reach through joint efforts.
- Share resources and expertise.
- Deliver more value to customers with combined offerings.
With this in mind, let’s dive into holiday marketing campaigns that make sense for B2B partnerships.
1. Co-Branded Holiday Promotions
Collaborate with your partners to create exclusive holiday promotions. Focus on bundles, discounts, or value-added services that combine your offerings with your partner’s.
Allocating a dedicated marketing budget for these co-branded holiday promotions can significantly enhance their effectiveness and drive higher revenue through referral partners.
Example:
If you’re a software provider, team up with a partner offering complementary consulting services. Offer a package deal for customers who sign up during the holidays.
Execution Steps:
- Identify complementary services or products.
- Agree on the discount or bundle terms.
- Jointly promote the offer via email, social media, and partner websites.
- Use a shared landing page to track results.
Why It Works:
Customers get more value in one go, and partners build stronger ties by aligning efforts.
2. Festive Thought Leadership Content
Co-author a whitepaper, blog, or eBook with a holiday theme to demonstrate how your combined expertise solves customer challenges. This content can position both you and your partner as industry leaders. These thought leadership pieces can be part of broader marketing initiatives to enhance visibility and credibility.
Example:
Write an article on “Optimizing Business Operations for Year-End Success” and share it across your networks.
Execution Steps:
- Choose a topic that highlights both partners’ strengths.
- Ensure the content is actionable and relevant to the holiday season.
- Use a co-branded design to showcase the partnership.
- Share via email, blogs, and LinkedIn posts to reach a broad audience.
Why It Works:
This positions your partnership as a source of valuable insights while fostering trust with your audience.
3. Joint Webinars with a Holiday Twist
Host an end-of-year webinar or virtual event with your partner to engage your audience. Use the session to discuss holiday-specific challenges or year-end business strategies. Joint webinars can be an integral part of a go-to-market strategy to engage and convert shared target audiences.
Example:
A webinar titled “Planning for Success in 2024: Year-End Strategies to Streamline Your Operations.”
Execution Steps:
- Partner on a topic that aligns with your audience’s goals.
- Use festive branding to create a holiday vibe.
- Promote the event via email campaigns and social media.
- Offer actionable takeaways and exclusive holiday offers.
Why It Works:
Webinars are interactive and allow for direct engagement with potential leads while demonstrating partnership synergy.
4. Customer and Partner Appreciation Campaigns
The holidays are the perfect time to thank your customers and partners for their support. A joint appreciation campaign can strengthen partner relationships while keeping your brand top-of-mind.
Example:
Send co-branded holiday cards or small gifts to your top customers and partners.
Execution Steps:
- Choose meaningful gestures like personalized notes, digital cards, or branded goodies.
- Align with your partner to share the costs and messaging.
- Promote your appreciation on LinkedIn, tagging clients and partners.
- Follow up with a message about your plans for collaboration in the new year.
Why It Works:
This humanizes your business and builds goodwill, which can translate into stronger relationships and future opportunities.
5. End-of-Year Discounts or Upgrades
Collaborate with your partner to offer exclusive holiday discounts or free upgrades for mutual clients. Use the year-end urgency to drive conversions.
Collaborative marketing efforts can lead to more efficient and impactful end-of-year promotions.
Example:
Offer a free three-month trial of your partner’s service when customers purchase your product before December 31.
Execution Steps:
- Define the offer in a way that benefits both companies.
- Promote the deal via newsletters and paid ads.
- Use countdown timers to emphasize the deadline.
- Track performance through shared analytics tools.
Why It Works:
Time-sensitive offers create urgency and appeal to businesses looking to maximize their budgets before the fiscal year ends.
6. Holiday Email Campaigns with a Twist
Email marketing remains one of the most effective B2B strategies. Create a holiday-themed email series with your partners to provide valuable content, exclusive offers, or helpful tips.
Example:
A “12 Days of Productivity” email series featuring daily tips and promotions from you and your partner.
Execution Steps:
- Plan a sequence of emails with actionable advice and offers.
- Co-brand the emails for a cohesive look.
- Include links to partner resources or joint landing pages.
- Use analytics to track engagement and conversions.
Why It Works:
Regular touchpoints during the holiday season keep your audience engaged and showcase your partnership.
7. Seasonal Social Media Campaigns
Collaborate with your partner to create festive social media posts that showcase your combined offerings and engage your target audience.
Example:
A LinkedIn carousel highlighting “Top Holiday Solutions for Your Business,” with each slide featuring a product or service from both companies.
Execution Steps:
- Plan a series of posts with eye-catching visuals and messaging.
- Use partner-specific hashtags to drive engagement.
- Share testimonials or case studies to build trust.
- Include links to a co-branded landing page.
Why It Works:
Social media campaigns help maintain visibility and attract leads in a low-pressure, engaging format.
8. Interactive Holiday Campaigns for Brand Recognition
Create interactive experiences such as quizzes, polls, or games to drive engagement and attract potential customers during the holidays.
Example:
A holiday-themed quiz like “Find the Perfect Solution for Your Business Needs” that matches customers with your and your partner’s offerings.
Execution Steps:
- Collaborate with your partner to design the quiz or poll.
- Offer incentives like discounts or eBooks for participation.
- Promote the campaign on social media and through email.
- Analyze responses to tailor follow-ups.
Why It Works:
Interactive content keeps customers engaged while providing valuable data for future campaigns.
9. Charity or CSR Campaigns
Align with your partner to support a charitable cause during the holidays, showcasing your successful partnership and shared values. Highlight your shared values while engaging your audience.
Example:
For every product sold during the holidays, donate a portion of proceeds to a charitable organization.
Execution Steps:
- Select a cause that aligns with your company values.
- Co-brand the campaign and promote it through email and social media.
- Share progress updates and stories to inspire others.
- Highlight the impact in your year-end reports.
Why It Works:
CSR campaigns build goodwill, strengthen your brand reputation, and foster deeper connections with customers.
10. End-of-Year Goal Setting Workshops
Host a workshop with the right partners to help clients set actionable goals for the upcoming year. Position your offerings as essential tools for achieving those goals.
Example:
A workshop titled “Start 2025 Strong: Business Goals and Tools for Success.”
Execution Steps:
- Co-plan the workshop agenda with your partner.
- Provide exclusive offers for attendees.
- Share recordings and key takeaways to extend the campaign’s reach.
Why It Works:
Workshops offer immediate value to participants and position your partnership as a resource for long-term success.
Final Thoughts
The holiday season is a golden opportunity for B2B companies to collaborate through marketing partnerships and launch impactful marketing campaigns. By focusing on practical, engaging strategies like co-branded promotions, interactive content, and joint events, you can connect with your audience, boost engagement, and end the year on a high note.
With the right planning and execution, your partner marketing efforts can create memorable experiences for customers and pave the way for continued success into the new year.
