December and January are prime for lead generation, contrary to popular belief. By offering content that signals buying intent (e.g., vendor comparisons, gift finders), marketers can tap into the year-end mindset of changing vendors, last-minute shopping, and making donations, outperforming generic top-of-funnel content.
In December and January, B2B buyers are actively planning for the new year. Instead of generic content, offer mid-funnel tools like a "vendor comparison checklist" or "RFP kickstart kit." These capture high-intent prospects who are in the process of evaluating or changing their business vendors.
Move beyond generic discounts by framing offers around the customer's immediate, often unspoken, intent. For example, a "last minute hero finder" speaks directly to the urgency of holiday shopping, while a "donation impact calculator" targets the specific motivations of year-end charitable giving, making the offer more compelling.