About this time of year, every year, we get questions about the effectiveness of Lead Generation in the summer months.
The general thinking is that summer is a slow time where decision makers are away and generally things are slow. And, to a very limited extent, that is true.
In order to get a clearer answer to this question in our B2B environment, we analyzed the results we got in the summer months vs the rest of the year over a 20-year span.
The projects we reviewed had conversion rates that ranged from well over 30% to less than 3%. And the results indicated that the summer months produced slightly higher conversion rates.
- Summer months conversion ratio – 13.51%
- All other months – 13.37%
The next obvious question is … Is the amount of effort (hours worked) required higher in the summer months versus all other months to produce this result?
Actually not. Using the same 20 year period we found that on average the exact same number of hours per lead is required when comparing summer months to all other months.
Reasons for this are many but the primary one is that while fewer decision makers are accessible in the summer, there are also fewer obstacles in getting through. And many times they are more relaxed and are more amenable to engage in a meaningful discussion.
Is it different over the Christmas holiday period? Nope. Pretty much the same.
So in terms of B2B Lead Generation we can definitively state that results do not vary seasonally (unless of course you have a seasonal business.)