As Halloween fills the streets with trick-or-treaters, there’s a surprising amount B2B marketers can learn from these costume-clad candy hunters. Just as children carefully plan their routes and look for the houses with the best treats, B2B prospects navigate the buying process with similar precision and selectiveness. Here are five marketing strategies inspired by the tricks—and treats—of Halloween.
1. Consistency is Key
Veteran trick-or-treaters know which houses hand out the best sweets and plan their routes to maximise their haul. B2B marketers, too, should focus on reaching their ideal “neighbourhoods” by identifying high-value accounts or channels where their audience is most engaged. Consistent presence in these areas builds brand recognition and keeps you top-of-mind, much like a reliable house that’s known for giving out the full-sized candy bars.
2. Offer a Variety of ‘Treats’
Kids look for houses that serve up a selection of treats, knowing that variety can sweeten their Halloween night. Likewise, B2B buyers seek diversity in content types to cater to their varying needs and preferences. From blog posts and webinars to research reports and infographics, a mixed content strategy ensures there’s something to engage every type of prospect. Just as Halloween candy baskets cater to different tastes, a range of valuable content can keep B2B buyers coming back for more.
3. Stand Out to Be Seen
On Halloween night, the most inviting houses are the ones with lights and decorations, signalling they’re open for business. In the same vein, B2B brands need to make their presence known to attract prospects. A brand that aligns its actions with customer values builds trust, with studies showing that 80% of people prefer to buy from brands that stand for something they believe in. In a crowded market, a strong and authentic brand presence serves as the beacon that guides prospects to you.
4. Tailor Your Approach to Every ‘Costume’
Just as you might respond differently to a toddler dressed as a pumpkin than to a teen in a horror mask, personalising your marketing approach is crucial. Tailored messages that speak directly to a prospect’s role—whether a senior executive or a procurement specialist—make your brand feel more relevant and engaging. Personalisation has proven results: 89% of marketers report positive ROI from personalised campaigns, and 60% of customers are more likely to return after a personalised experience.
5. Avoid the ‘Sugar Overload’
Too much candy isn’t good for kids, and bombarding prospects with excessive content or repetitive pitches isn’t great for business. Striking a balance with a well-paced flow of valuable content, rather than overloading your prospects with sales-heavy messages, will keep them engaged without overwhelming them. Think of it like a parent swiping a few sweets from the bucket—just enough to avoid cavities without spoiling the fun.
This Halloween-inspired approach serves as a reminder that while the B2B journey is unique, it’s still driven by humans with preferences and expectations. By applying these tricks from trick-or-treaters, marketers can build more effective, engaging, and lasting connections with their prospects.
