Despite what many may think, Q4 isn’t a slow season. It’s a strategic window to outmaneuver your competition, engage high-fit accounts, and roll into January with a red-hot pipeline. And with ad costs shifting and buyer intent signals still firing, there's never been a better time to double down on pipeline performance.
Here are 6 proven ways to invest in your pipeline this holiday season (without blowing your budget or your brainpower):
1. Launch “Explore” Campaigns Before the Holiday Surge
Ad performance costs spike as the quarter closes, so start early. Use Q3 and early Q4 to run awareness campaigns to top-of-funnel (TOFU) accounts that match your ICP. This sets you up for faster conversions when those accounts show intent in Q1.
🔧 RollWorks Tool to Use: Audience Builder + InIQ
Tactic: Segment by firmographics + intent, then layer in contextual targeting to show up next to relevant holiday-season business content.
2. Prioritize Mid-Funnel Accounts as CPMs Drop
Most marketers assume CPMs spike across the board, but prospecting CPMs actually dropped 27% in Q1, with retargeting CPMs down 8%. Use this to your advantage by reallocating spend to mid-journey accounts who are warming up but not yet in pipeline.
📉 Smart Spend Tip: Use BidIQ to automate budget shifts as engagement rises or falls.
Holiday CTA to Test: “Still have 2025 budget to spend? Let’s talk.”
3. Use Dynamic Creative to Match Message to Buyer Stage
Your buyers aren’t all in the same mindset, so your ads shouldn’t be either. RollWorks’ Creative Builder lets you tailor copy and visuals to journey stage, role, or objection. Serving pricing content to decision-makers? Great. Sharing integrations with IT? Even better.
🛠 What to Do: Segment campaigns by journey stage (awareness, consideration, decision) and match creative accordingly.
Pro tip: Refresh every 1–2 weeks to keep it relevant through the holidays.
4. Retarget Dormant and Stalled Deals With Reactivation Ads
Holiday inboxes may be full, but retargeting is your secret weapon. Reactivate accounts that went cold in Q4 with messaging that acknowledges the timing and resets urgency.
🎯 Holiday Play: “We saved you a seat! See what you missed in Q4 and what’s ahead in Q1.”
RollWorks Tool: Journey Predictions + Command Center to surface re-engagement opportunities.
5. Use Intent Data to Trigger Always-On Nurture
Accounts actively researching keywords or your competitors in December? Now’s the time to push reminder ads or comparison content. The goal: be present before they finalize Q1 plans.
🔍 Keywords to Track: Industry benchmarks, 2026 planning guides, competitor brand names.
Holiday CTA to Try: “Compare your 2025 options before the year ends.”
6. Go Multichannel or Go Home
Don’t bet on a single channel. Holiday-season engagement varies wildly by persona and funnel stage. Use display, LinkedIn, native, and even Connected TV to maximize reach and frequency. Channel Guide:
- Awareness: Display + CTV
- Consideration: LinkedIn + Web retargeting
- Decision: CRM-based retargeting + Email
Wrap It Up & Roll Into Q1 Ready
The holiday season isn’t downtime, it’s your pipeline prep. Start early. Spend smarter. Personalize everything. And watch your Q1 kick off like it’s already mid-year.
Ready to turn holiday hustle into Q1 pipeline? Get your hands on the full “Happy Holidays & Hot Leads” playbook, Your Q4 Guide to Budget, Targeting & Growth. Packed with proven plays, performance benchmarks, and channel-by-channel breakdowns, it’s your step-by-step to finishing strong and starting faster.
