Black Friday has evolved. In the B2B sector, this day has become a strategic time to offer discounts on products and services ranging from business software to heavy machinery and raw materials. Companies that prepare for this event can benefit from a significant increase in sales and the acquisition of new customers.
Which B2B businesses can benefit from Black Friday?
Black Friday for B2B
Technology and software
Companies offering technology solutions, business engineer phone number list software, productivity tools, or cybersecurity services can attract B2B customers looking to upgrade their IT infrastructure at a reduced cost. In fact, this is already a common practice.
This article from Document 360 offers a compilation of the most attractive offers and discounts from SaaS brands in November 2023.
Digital marketing and consulting services
Companies that provide consulting services in areas such as management, marketing, human resources and other businesses that offer digital services may offer discounts on consulting packages or specialized advice.
Supplies and equipment
Businesses that provide industrial supplies, manufacturing equipment, or construction materials may offer discounts on bulk purchases, encouraging larger purchases by their customers.
Education and training
Companies that offer training courses, workshops or professional development programs can take advantage of Black Friday to attract professionals and companies looking to improve the skills of their teams.
For example, the famous online training platform Platzi , has a very powerful campaign for Black Friday, emphasizing that “the best investment you can make is in education and growth.”
black friday at platzi
Hosting and cloud services
Most web hosting services offer a 50% discount on their services. Web hosting and cloud storage service providers thus attract companies looking to improve their digital infrastructure and reduce operating costs. Typically, once the discount expires, the plan does not automatically renew.
Office Equipment
Companies selling office furniture, technology equipment and supplies can take advantage of this opportunity to offer attractive discounts and encourage upgrading and improving workspaces. Volume discounts or combination packages are often applied in this sector.
Energy and efficiency solutions
Companies that offer energy efficiency solutions, renewable energy or sustainable technologies can attract companies looking to reduce operating costs and their environmental footprint.
When Black Friday is not appropriate for your business
We have explained which B2B businesses could benefit from Black Friday. However, it is not a suitable strategy for all of them. Let's see which ones it is not advisable for.
Industries with longer purchasing cycles
In some B2B domains, for example in the construction industry, purchasing cycles are often long and complex. Purchasing decisions may require approval from multiple stakeholders and detailed cost-benefit analyses. This process does not align well with the fast-paced and ephemeral nature of Black Friday, where decisions must be made quickly to take advantage of discounts. So for companies that operate primarily on long-term contracts and commitments, one-off discounts may not be as effective.
Specialized and high-value products and services
When offering high-value products or services, such as advanced industrial machinery, that require extensive planning, customers tend not to make quick decisions on Black Friday. Highly specialized products and services that require customization and technical support are not usually compatible with Black Friday promotions that typically focus on mass and quick sales. These specialized services need a more focused and personalized marketing strategy.
