It can be a challenge for B2B companies to promote and engage with clients over the Christmas period. Generally, you can’t get away with being too ‘salesy’, but it’s still important to make an effort to reach out to clients and maintain relationships over the holidays.
Consider taking a leaf out of We Work’s book. The co-working and office space provider produced a number of “Gift Guides” in its magazine, each with a different theme such as ‘digital nomad’. The guides were short, sharp, funny, well-researched, and made an effort to touch upon customers’ pain points. This campaign was a great way to engage with its customer base and also offer information that could be useful. The guides featured products from We Work members, adding a personal touch and a stronger connection to selected customers.