B2B marketers should stop punting on Super Bowl week
Maximizing Opportunities: Why B2B Marketers Should Stop Punting on Super Bowl Week
Each year, Super Bowl week captivates the attention of millions, with most B2B marketers assuming audiences are too distracted to engage with their campaigns. As a result, many marketers reduce their outreach efforts, especially via email. However, new insights from HubSpot challenge this widespread assumption, revealing Super Bowl week as a prime opportunity for B2B marketers to boost engagement.
Understanding “The Send Gap”
HubSpot’s analysis introduces a concept known as “The Send Gap,” which highlights a unique trend during the Super Bowl week. While the volume of B2B marketing emails drops significantly during this period, the engagement rates soar. Metrics such as email open rates, click-through rates, and web traffic experience noticeable hikes. This phenomenon contradicts the belief that audiences tune out during major events and suggests that marketers who maintain or increase their outreach could benefit from higher buyer attention.
Sustained Engagement Beyond the Big Game
Interestingly, the spike in engagement is not limited to the week of the Super Bowl alone. The uplift continues into late February. Various industries report increased site traffic during this time, indicating a broader and more sustained window of opportunity for digital marketing efforts. This period is ideal for brands to deepen connections with their audience and nurture leads more effectively.
Shifting Focus From Paid Ads to Owned Channels
While paid advertising tends to underperform during the Super Bowl week due to higher costs and stiffer competition, owned channels such as email and web content shine. Marketers can leverage these owned platforms to engage prospects without the excessive costs and noise of paid media. By focusing on these channels, businesses can maintain visibility and capitalize on the increased buyer interest without inflated advertising budgets.
Key Insights
- Why should B2B marketers reconsider their approach to Super Bowl week? Because engagement rates increase even as email volumes drop, presenting a unique opportunity to stand out.
- What is “The Send Gap” and why does it matter? It’s the trend of reduced email quantity but heightened engagement, showing that quality outreach during Super Bowl week is highly effective.
- How can marketers sustain engagement beyond Super Bowl week? By planning content and campaigns that extend into late February when increased web traffic and buyer attention continue.
- Why are owned channels more valuable during this period? Paid ads face higher costs and competition, while owned channels offer a cost-effective way to engage a more attentive audience.
Conclusion
B2B marketers should rethink their Super Bowl week strategies. Instead of pulling back, they can seize the moment to connect more deeply through targeted emails and compelling web content. This shift not only captures an engaged audience during an overlooked period but also extends benefits into the following weeks, maximizing marketing ROI. A strategic pivot to owned channels can unlock significant growth opportunities in what has long been considered downtime for B2B outreach.
Source: https://martech.org/b2b-marketers-should-stop-punting-on-super-bowl-week/