Does B2B Christmas Marketing Matter?

There are very few things more challenging than trying to increase your company’s visibility around Christmas, and for B2B brands, it’s easy to feel like the season doesn’t apply or that it’s too crowded to make an impact.

With teams winding down, budgets running low, and inboxes full of Christmas discount emails, is it really worth the effort?

Turns out, it might be. Here’s why B2B marketing during the holidays deserves a second chance.

Your Audience is Still There

While it might feel like decision-makers are out of the office or slowing down, many are using this time to reflect, plan, and explore options for the new year. The pace may be slower, but that doesn’t mean attention disappears and with seasonal campaigns flooding their inbox, a personal message might stand out more than usual.

Think of it as an opportunity to connect without competing for attention in the usual frenzy.

Relationship Building > Hard Selling

Christmas is a great time to shift focus away from conversions to making connections. A thoughtful message, a personalised thank-you, or well designed assets can go a long way in strengthening relationships. People remember brands that show up with personality and authenticity, and this is your chance to show your clients, partners or prospects that you’re human, not just helpful.

We regularly help our clients with their Christmas messaging, including this animation for Air Vent Technology, where we transformed their logo into the star at the top of the Tree!

Strategic Content Can Set You Up for Q1

Not every campaign needs to result in immediate action. Use this time to test new ideas, share insights, or offer resources that help your audience prepare for the new year. A well-timed blog post, downloadable guide, or a video can position your brand as a valuable partner heading into Q1. It’s all about planting seeds now that grow later. 

Take World Netball’s Strategic Plan as an example. We helped them develop their four-year vision into a beautifully designed, interactive digital brochure that aligned with their rebrand and inspired their global audience. The brochure didn’t push for immediate action, it offered clarity, connection, and long-term value to members and stakeholders across 80+ countries. You can read the case study here.

Internal Engagement Matters Too

Don’t forget your own team! A bit of festivity in your internal comms can really reinforce your brand culture. Happy teams make better marketers, and better ambassadors for your brand.

The key message here is that when it comes to Christmas marketing as a B2B company, quality > quantity.  Well designed assets, email/website banners, social posts, or a branded holiday greeting, enhance your message and reflect your brand’s professionalism

B2B Christmas marketing doesn’t need to be loud, flashy, or sales-driven, but it does need to be intentional. Whatever your goals are, showing up thoughtfully during the holidays will make a lasting impression going forward. So yes, it matters! 

If you’re struggling for inspiration or have an idea in mind but aren’t quite sure how to execute it, we’d love to hear from you! Book a chat with one of our marketeers here: Contact