We took a few days off away from email and from the computer to rest over the holidays. Last night when I checked email I was stunned by the amount of discount emails that were sent from Retailers with all sorts of % discounts. My first reaction was wow and then the reaction that I should take advantage of this opportunity. Then when I actually stepped back I was a bit frustrated. Why does pricing drop this time of year only or specifically on two days? I think that is a fairly strange idea but I’m not a b2c marketer. In the B2B world I believe we are always trying if not desperately to build value through content creation that is relevant to a buying cycle built around sophisticated purchasing decisions. This seems absolutely at odd with purchasing items or gifts on the fly. Hopefully we aren’t teleprospecting or using demand generation to drive our clients to purchase only at specific times or on the fly but because there is true value in solving their complex business problems. So double check and make sure you are not out there putting value propositions out to your target audience that represent 20% and 25% off this month only messages!
> > Cyber Monday and Black Friday marketing: What if any lessons apply to B2B marketing?