5 Marketing Strategies to Follow in Black Friday

It’s Monday before Black Friday. Your inbox is overflowing with “exclusive,” “limited,” and “last chance” deals. Your LinkedIn feed is a mix of countdown posts, thought-leadership threads, and product teasers. And somewhere in the middle of it all, your sales team is asking, “Are we doing anything big this year?”   

Black Friday, which once belonged solely to retail giants, is now a playground for tech platforms, SaaS companies, and IT consultancies. The holiday season still represents a major bump in many merchants’ revenue schedules, with 73% of merchants reporting that this period accounts for over 20% of their annual revenue (WooCommerce). In B2B, it isn’t about flash sales; it’s about timing and market behavior. During the holiday period, businesses plan their year-end budgets, reevaluate vendor contracts, and shortlist tools for the coming year. That means buyers are active and willing to find solutions for their pain points.  

This article will discuss 5 marketing strategies for Black Friday.  

Below are the effective ways to use CRM and intent data ahead of Black Friday.  

1. Prioritize Accounts Based on Signal Clusters 

Look for accounts that repeatedly research your categories, read product pages, or compare vendors. Combine CRM activity history + third-party intent platforms (e.g., Bombora, 6sense). 

Example: 

A cybersecurity SaaS company identifies 47 accounts showing strong “firewall upgrade” intent. They push these leads into a Black Friday nurture sequence.  

2. Build Campaigns Based on CRM Maturity Stages 

Create customized offers for MQLs, SQLs, lost opportunities, and the active pipeline. Avoid generic holiday marketing blasts; segment with precision.  

Example: 

A payments provider sends a “welcome-back” Black Friday offer to lost leads who stalled over pricing, while SQLs receive a limited-time onboarding bundle.  

3. Identify Dormant but High-Value Leads for Re-Engagement 

CRM data can reveal accounts that previously showed interest but never converted. Black Friday can help to reconnect without sounding pushy.  

Example: 

A cloud storage company re-targets leads who attended webinars 6 months ago but went silent, offering a holiday storage expansion plan.  

4. Use Intent Data to Refine Sales Outreach  

Align SDR outreach to the exact moment of accounts to show surging research activity. Arm sales teams with information on the topics the account is reading, the competitors they are evaluating, and the feature pages they have visited.  

Example: 

A marketing automation platform alerts its sales team when a target account reads “automation workflows for Q1 planning.” SDRs push a Black Friday “workflow acceleration” bundle.  

5. Predict Buying Windows and Build Black Friday Warm-Up Journeys 

Use CRM timelines to understand buying cycles. Trigger pre-holiday educational content two to three weeks before the holiday. 

Example: 

A HRTech vendor sees that mid-enterprise deals take 28–40 days. They launch pre-Black Friday nurturing early November, so they offer land precisely when decision-making peaks. 

Below are five strategies that you can implement to maximize impact during Black Friday.  

1. Launch Tiered Value Offers Instead of Flat Discounts 

B2B buyers respond to value, not percentages. Create offer tiers based on usage volumes, security add-ons, consulting hours, or faster onboarding.  

Example: 

A workflow automation SaaS offers three Black Friday bundles: “Starter Scale,” “Growth Accelerator,” and “AI Add-On,” each designed to meet different budget levels.  

2. Build Industry-Specific Black Friday Campaigns 

Generic holiday marketing is easy to ignore. Customize messaging for finance, healthcare, manufacturing, and retail, highlighting compliance or cost savings.  

Example: 

A cloud provider runs two campaigns: “Black Friday for Healthcare Compliance” and “Black Friday for Retail Peak Demand,” each with tailored ROI calculators.  

3. Activate Account-Based Experiences (ABX) for High-Value Accounts  

On Black Friday, personalization becomes your competitive advantage. Serve custom landing pages, targeted bundles, and VIP demos.  

Example: 

A cybersecurity firm creates personalized “Risk Review Reports” for 150 priority accounts and pairs them with a limited Black Friday security assessment.  

4. Use Timing to Drive Pipeline Velocity 

Deals often stall at procurement or legal; Black Friday urgency can break the deadlock. Combine CRM stages, intent data, and forecasts to determine which accounts require pricing incentives or expedited implementation.  

Example: 

An HRTech vendor identifies 42 “stuck in procurement” deals and pushes a 72-hour early Black Friday corporate onboarding package. 

5. Create Black Friday Retention and Expansion  

Black Friday isn’t just about new revenue; it’s a powerful retention lever. Offer custom upgrades, usage-based bonuses, and loyalty credits.  

Example: 

A payments platform offers existing clients an incentive: “Upgrade to our reconciliation engine and get 2 months of enhanced reporting at no cost.”  

Below are the reasons why email continues to dominate conversions on black Friday.  

1. Intent Audience That Already Knows You 

Email reaches people who opted into your ecosystem, engaged with your brand, or evaluated your product before. These convert faster, especially during Black Friday when urgency is high. 

Example: 

A SaaS HR platform sends a Black Friday “Automation + Analytics Bundle” to leads from recent demos and achieves a 2x higher conversion than paid ads.  

2. Ability to Personalize Offers  

Email enables segmentation for industry, company size, role, product usage, previous objections, and CRM stage. It lets you send Black Friday offers rather than a generic email.  

Example: 

A cloud security vendor sends tailored offers such as discounted offers for CTOs, compliance toolkits for CFOs, and DevOps integrations for engineering leads.

3. Direct Control Over Messaging and Timing 

Unlike social platforms or ad exchanges, email provides you with complete control over delivery windows, frequency, and creative content. That control matters during Black Friday when inbox timing impacts conversions. 

Example: 

A payments company sends a “48-hour early access” email to VIP accounts at 7:30 AM on Monday, earning more conversions.  

4. Lower Acquisition Costs Compared to Paid Channels 

As Black Friday approaches, CPMs rise, and paid impressions become volatile. Email remains stable.  

Example: 

A marketing automation firm shifts some of its Black Friday budget from LinkedIn ads to email nurturing.  

5. Ideal Channel for Retention and Expansion  

Email enables you to target current customers with upgrades, bundles, and exclusive early access, driving expansion and revenue growth. 

Example: 

A data analytics platform sends a Black Friday offer for “Add advanced dashboards + extra seats,” triggering a record number of Q4 upsells.  

Below are the essential KPIs you should monitor.  

1. Lead-to-Pipeline Conversion Rate 

This KPI determines whether leads are actually being converted into opportunities. It ensures your holiday marketing isn’t just driving clicks but generating qualified intent.  

Example: 

A cybersecurity platform notes that most Black Friday webinar signups convert into SQLs, outperforming regular monthly campaigns.  

2. Cost per Acquisition (CPA) and Cost per SQL 

With Black Friday ad prices rising, cost control becomes critical. Tracking CPA reveals which channels are delivering results and which are draining budget.  

Example: 

A payments solution notes that email nurturing delivers more SQLs than LinkedIn ads, informing a mid-campaign budget shift.  

3. Opportunity Acceleration Rate 

Black Friday is often the catalyst that pushes stalled deals forward. The KPI measures the number of existing opportunities that progress through stages as a result of the campaigns. 

Example: 

An HRTech vendor sees that its Black Friday “fast onboarding bundle” accelerates 24 deals stuck in procurement, shortening the cycle.  

4. Customer Expansion and Retention Metrics 

Black Friday isn’t only for acquisition teams. Upsell rate, plan upgrade rate, and churn reduction show how well your offers resonate with existing customers.  

Example: 

A data analytics company tracks its Black Friday “advanced dashboard upgrade” promo and records the uplift in expansion.   

Black Friday is no longer just a spike; it has become a window of opportunity where you can influence decisions, accelerate the sales pipeline, and strengthen customer relationships. Black Friday isn’t just a date on the calendar; it’s a strategic advantage waiting to be claimed. Let’s build a smarter holiday strategy that positions your brand to win.