Black Friday is coming! Should B2B companies run Black Friday campaigns? In this episode, Emma and David unpack why Black Friday is designed for impulse purchasing, and why that clashes with long sales cycles, procurement processes, and premium positioning. Then they share their B2B Black Friday playbook, built around four pillars:

• Engagement: re-engaging cold leads and prospects who said you were too expensive

• Loyalty: rewarding existing customers with exclusive access, extended terms, or IRL events

• Culture: using the moment to show off employee wellbeing and sustainability (think REI's #OptOutside)

• Community: giving back to creators, marketplaces, and causes your customers care about

Plus: a quick checklist to decide whether your business should take part in Black Friday at all.

Useful links:

https://www.reddit.com/r/b2bmarketing/comments/1o75xih/comment/njpdlvv/

https://web.archive.org/web/20251119144803/https://thedrum.com/opinion/black-friday-isn-t-just-b2c-how-b2b-brands-can-get-involved

https://www.coredna.com/blogs/b2b-sales-promotion-strategy

https://www.instagram.com/p/DCpC6xFO95D/

https://www.inc.com/jason-aten/patagonias-5-word-explanation-of-why-its-closing-its-stores-giving-employees-a-week-off-is-best-ive-seen-yet.html

https://group.dhl.com/en/media-relations/press-releases/2025/dhl-reveals-black-friday-trends.html

https://blog.hubspot.com/marketing/10-examples-of-effective-re-engagement-emails

Connect with us:

If you'd like to book The Marketing Update Podcast hosts for consultancy work, email hello@themarketingupdate.co.uk

Find us on LinkedIn: Emma and David

Connect with us:

If you'd like to book The Marketing Update Podcast hosts for consultancy work, email hello@themarketingupdate.co.uk

Follow us on LinkedIn: https://www.linkedin.com/company/the-marketing-update-podcast

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