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The Q4 Rock Bottom
Sales decreases, ennui, and a little delusion can get us through.
Sara Detrik
December 05, 2024
By Sara Detrik
It’s December and you know what that means…
Low sales are hurting us all, but that’s to be expected the last month of Q4. And naturally, that’s when we need them the most.
So this newsletter is dedicated to rock bottom, and what other B2B marketers are doing about it.
TL;DR
Tech to Solve Low $ December: Constant Contact, Leadoo, and Get Response
Big Story: Demandbase’s State of B2B Advertising
Steal My Strategy: Commsor’s Katrine Reddin chats December campaigns and how one advent calendar can create an endless cycle of attention.
Tech for Better Pipeline Numbers
The best part about December are the consistent MQL nightmares!
So I asked Dimmo:
So supportive 🥹
After a long come to Jesus, Dimmo sent me to three options. And I will say: I did have a nightmare last night, but it was a normal teeth-falling-out one. Not a work one.
Check them out based on your current worries!
 For website visitors |  For landing pages |  For emails |
Demandbase Gives Away the ABM Playbook
Ok, but why?
The Company: Demandbase, a leading ABM platform
Demandbase is best known as the founder of the ABM category (at least, by their own About Page), and have been advancing their one-to-one mindset since 2013.
The Demographic: B2B marketers already using ABM
Demandbase has been around long enough that re-introduction is a matter of the right email at the right time. B2B marketers who are already converted to the practice of account-based marketing are their target for more active campaigns for the quicker sell.
The Campaign: ‘The State of B2B Advertising’
Another day, another white paper, right? Sometimes, that’s all it takes to stay relevant and ahead of the pack.
Note that this report doesn’t even mention account-based marketing. Demandbase is going towards something more fundamental: updating our understanding of the industry.
Using their base and insights, the platform is updating what works, what doesn’t, and their new puzzle piece theory on how to use ABM for better results.
How To Write One On a Dime: Theory to Practice
Consider: how do you want people to use your platform? And what kind of mindset change will that need to be effective?
Rather than spending your hard won budget on researchers, use owned polls from services like SurveyMonkey to get the data you need to understand the industry as a whole.
Or piggyback off of white papers past. Not too old though, or you’ll look like a fuddy duddy.
Create your report, celebrate the growth of your industry, and let it fly to stay relevant.
Steal My Strategy: Commsor’s 24 Days of Go-To-Network Advent Calendar
Commsor’s known for their fun seasonal content, and December is no exception.
We were honored to be part of the 24 Days of Go-To-Network, a campaign that uses daily email, partnerships, and giveaways to drive awareness, database growth, and social following.
We asked Katrine Reddin, the Go-To-Network queen at Commsor, what went into this campaign before, during, and maybe even after!
Dimmo: So what is the 24 Days of Go-To-Network?
Reddin: By showcasing 24 companies, sharing revenue tips, and cross-promotion, we realized we could all aid one another by tapping into shared audiences and bringing a little attention this holiday season.
So every day, participants who sign up get an entry for a grand prize from the company that day, and continuously get prizes and gifts that help them learn and grow.
Our thinking is, Tte further reach and more eyeballs this campaign gets, the more engagement (and hopefully leads) all of our companies will get this December.
Dimmo: I mean, we all know December kind of sucks. Do you have more thoughts on why this kind of activity helps make it suck…
Reddin: Less?
Dimmo: Yeah, less.
Reddin: Prospects (and even sellers) are checked out mentally for the holidays, budgets are typically decided or set so people feel like staring sales convos are useless.
Dimmo: Which is why you wanted partnerships.
Reddin: Exactly. We wanted to run a partner-driven campaign that could cause a little commotion.
Dimmo: How though?
Reddin: In true GTN fashion, every partner involved came through via a referral or introduction from someone within the Commsor team's network. The best partners and customers come from connections we already have, so we wanted to carry that over into our campaign.
Thanks for spending part of your day with Dimmo! See you next time — Sara
P.S. Don’t talk to me until you’ve seen Wicked Part 1. It’s all that matters right now.