December is when B2B deals go quiet, not because interest disappears, but because attention gets fragmented.
Stakeholders are off. Calendars are messy. “Let’s pick this up in January” becomes the default.
If you want your pipeline to stay warm, you do not need louder campaigns. You need consistent, useful touchpoints that keep you credible and easy to say yes to when teams are back.
According to Marketing Week’s coverage of LinkedIn B2B Institute and Ehrenberg Bass research, up to 95% of B2B buyers are out of market at any one time. That means most of your pipeline warming is about staying memorable and trusted, not forcing an immediate close.
Why Pipelines Cool Down Over Christmas
Deals fall flat when there is no momentum to return to.
For holiday periods, buyers want transparency. If your next step feels unclear or risky, it gets parked.
The win is staying present without being pushy.
What “Keeping Warm” Actually Looks Like
It’s not just wrapping a blanket around it. You are aiming for three outcomes.
- You remind them why you are a safe choice.
- You reduce the effort it takes to restart the conversation in January.
- You give them something they can forward internally without a meeting.
Email is still one of the simplest ways to do this well. According to the UK Data and Marketing Association’s Email Benchmarking Report 2025, email open rates rose to 35.9% in 2024, showing that strong, relevant comms can still cut through.
End Of Year Touchpoints That Work
Keep it light, helpful, and easy to consume.
- Short customer proof email with one result and one quote.
- One page recap of value, outcomes, and who it helps internally.
- January rollout plan that accounts for Christmas leave.
- Simple “next steps in January” checklist with two clear options.
The rule is simple. If it helps the buyer explain the decision to someone else, it helps the deal.
Avoid:
- Going silent until January.
- Sending festive fluff that weakens credibility.
- Do not push for meetings when key people are away.
- Do not run one big campaign with no follow up.
Consistency beats intensity at year end.
The Takeaway
End of year engagement is not about shutting down in December.
It is about making sure your deals remarket in January with context, confidence, and momentum.
Start The New Year Warm
If you want your pipeline to start the New Year warm, we can build you a simple engagement plan that keeps deals moving without the forced sell.
Book a New Year strategy call with Media House Agency here.