• Europa Communications

Summer break? By all means, but not for lead gen!

It’s that time of year when business activity slows, in the Northern Hemisphere at least. Across Europe, a focus on results takes a back seat as many take their holidays. Time to pause your lead generation activity, perhaps? Not so fast.

Yes, it is true that your email blasts these days will be met with a high level of out-of-office messages. And many of your key prospects may not be available. But there are two good reasons why you should think twice about writing off August from a lead generation perspective.

The first and most obvious one is that not everyone is away. Those who are still at work may themselves be seeing less activity than normal, which means they could have more time to respond to marketing approaches.

Thus, putting a stop to lead generation activity over the summer risks missing out on what could be one of the most fruitful periods in the year in terms of response.

The other reason why you should keep your lead generation machine running is that the summer lull in activity is a good time to take stock of your efforts so far and start building campaigns for the remainder of the year.

Remember that the next few months will be when many of your prospects are starting to think about end-of-year contract renewals, 2023 budgets and so on.

Targeting them with well-thought-through campaigns just as they return from holiday is a smart way to ensure the key second half of the year gets off to a good start. Hence, in August, we would recommend you use the time to:

  • Review data from the first six months of the year and establish what worked and what did not.

  • Plan out the rest of the year and create campaigns that will maximise your chances of success.

  • Keep your lead generation campaigns going.

Hold on a moment, though—how are you going to do all this when you’ve got holidays planned? The good news is that we can take care of all these tasks while you focus on what cocktail to have next beside the pool. To make sure your August remains productive despite the holidays, contact us now.

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