I don't like to order clients to blindly chase trends. I will never force you to prepare video material for a reel that doesn't align with your company credo. You won't find any advice here on how to sell (anything) just to sell. So, what about Black Friday in the B2B industry? Will I advise against it? And here I may surprise you, but no, I won't discourage you. The B2B industry can attract new customers with a well-thought-out Black Friday campaign. And that's what this article is about – taking advantage of the opportunity presented by this consumer frenzy, but still – wisely and thoughtfully.
In the title of this article, I asked whether Black Friday is an exaggeration, a necessity, or an opportunity for B2B. I won't keep you in suspense and will answer right away. Black Friday is a chance to acquire new customers, IF (For me, there's always a requirement) that you prepare the offer well. How should I go about it?
Why "Black Friday B2C" Doesn't Work in B2B (and What It Means for Your Processes)
If you approach Black Friday deals the way B2C stores do, you'll end up miserable. Every year, I see B2B companies desperately trying to get in on the Black Friday campaign bandwagon and preparing deals on the spur of the moment. Don't go down that route.
Decision-making processes in B2B are drawn out, as you know from working in such companies. ;) Therefore, the B2B (Black Friday) offer must be tailored to your industry. Two weeks is the minimum!
Don't try to trick customers into "cheaping"—has that ever worked for you? Instead, offer extended packages at the same price (save 300 PLN per month on our app's extended package, etc.).
Re-map your customers' needs. Check which products have been selling well recently. Describe your offer in detail and select the highlights, the elements you know are great, but some customers don't use because, for example, they're concerned about the price (but if they get a three-month free trial, they'll gladly take advantage).
This year our agency plans to:
extend services to existing customers that they do not use but need (1 to 3 months discount or free of charge).
offer new clients 1 hour of free business and marketing consultation.
We don't want to resort to free audits because we know many companies will want to take advantage of them, and we're not financially or time-conscious about it. That's why we chose only the two options you see above. We did it sensibly and without exaggeration.
Preparing a Black Friday campaign in B2B
The next step is to choose advertising placements (Meta Ads, LinkedIn Ads, newsletters, etc.). Consider where your customers are, which channels will be appropriate, and which segments.
Before launching your campaign, check that your landing page is ready, legible, and error-free. Is the form/store working properly?
Make sure your sales department is ready to process more leads during this period.
Prepare copy, graphics, and a video ad. If you're unsure what message will resonate with your audience, create several different ads.
Black Friday B2B Promotion Ideas
I've prepared 5 ideas for deals you can implement this Black Friday. Adapt them to your business:
Additional tools and features for existing customers. Perfect if you work with packages (we at Kom, for example, can offer an additional monthly private messaging service) or if you offer an application (give access to the premium version to those who have the basic option).
Proof of Concept. Offer new clients a sample of something they'd like to have but are wondering if it's worth the price. This will help overcome any resistance and price anxiety. It's also a great way to reach out to those on your prospecting list who were once potential clients but were turned off due to the price.
Extension of access to the service.
Deferment of payment – will work in some industries.
Price guarantee. You don't make any discounts here, you just guarantee the price of the product/service for X months.
Black Friday 2025 at KomuKoncept
And for those of you who want to consult on your Black Friday strategy or other marketing and business topic, I encourage you to take advantage of our BF promotion: 60 minutes free online consultation!
Please contact me directly:
- ola@komukoncept.pl
- 531 837 134
Need help with marketing?
Contact us.
Let's talk about what requires the most immediate action in your company.
We provide:
- Understanding your situation before sending an offer
- experience in B2B and B2C marketing
- close contact with top managers
- consulting approach
- knowledge of marketing and technology.
Aleksandra Dzwierzyńska
Head of Social
ola@komukoncept.pl
Michal Opydo
Managing Director
michal@komukoncept.pl