Hi Christine Kim, Great question. We've had real success doing this in B2B tech, and honestly it comes down to one thing, treat it as a curated experience, not a gift.
We built a Holiday Reading List in PathFactory and framed it as something for customers. Industry predictions for next year, industry analyst reports, case studies, demo videos, checklists. The mix of formats kept people engaged and made it feel useful instead of promotional and our audience of tech professionals actually have time to consume content during the holidays.
Email was our biggest channel. We broke format and used holiday creative and messaging. It just stood out in people's inboxes compared to our usual stuff. Organic social helped amplify, but the PathFactory list was the anchor.
If I were doing it now, here's what I'd push on:
1. Find partners. If you have complementary vendors in your ecosystem, co-create the content and split the promotion. We didn't lean on this early enough and it was a miss. You get double the reach for the same work.
2. Paid newsletter sponsorships if you have budget.
3. Repurpose everything. Take your core content (stats, predictions etc.) and make audio snippets, video shorts, LinkedIn posts. Test different formats. Video and carousel posts significantly outperform straight text.
The real win is making something thoughtful and easy to consume. That's what makes people remember you heading into the new year.
