Should You Keep Marketing Over Summer or Take a Break?

Don’t Let Your Pipeline Take a Holiday – Summer Is Strategy Season when it comes to Marketing and Business Development.

As the weather warms up and inboxes start to fill with out-of-office replies, it’s tempting to slow things down and hope your marketing and business development will pick up again come September. But summer is no time to go quiet. With the right preparation, you can keep your content working hard while you recharge and set yourself up for a strong start when business picks back up.

Here’s how to make the most of the months ahead, and why summer is the perfect time to get strategic about your marketing and business development efforts.

How can you keep marketing campaigns running when the team’s on holiday?

Consistency is everything when it comes to staying visible. Prepping campaigns now means you can maintain momentum even if your team is taking a break. Planning content ahead of time across email campaigns and social posts ensures your messaging stays on point and reaches your audience at the right moments.

Make use of content scheduling tools and build in approval time, so everything’s signed off and ready to go. This also gives you the breathing space to create campaigns that reflect seasonality without relying on reactive tactics.

When is the best time to send marketing campaigns over summer?

The school holidays and extended leave periods can affect how and when people engage with your content. It’s worth mapping out key dates to avoid when response rates might dip or to target if you’re aiming for decision-makers who are more available while others are away.

A little forward planning can help make sure your comms land at the right time.

Is your Sales Team ready to follow up on summer leads?

No campaign is complete without follow-up, and if no one’s around to make those calls or send those emails, you risk losing warm leads. One of the simplest and most effective things you can do is check in with your sales team now. Find out when they’ll be available and build campaign timings around when they can act on responses. We’ve covered before how important it is for Marketing and Sales to work together for better business outcomes.

Marketing doesn’t work in isolation, and summer is a great time to tighten up coordination between marketing and sales so that leads are followed up promptly and appropriately.

Does long form content perform better over summer?

While some people take a step back during summer, others finally find the time to sit down and read. Many senior leaders return after a summer break with a renewed focus and this often coincides with taking the time to focus on that downloadable guide they’ve been meaning to read or insightful articles they’ve mulled over whilst sitting by the pool. That’s why longer-form content such as thought leadership articles, downloadable guides, in-depth case studies will perform well during this period and worth trying if you haven’t before.

Use this window to build credibility, strengthen your brand positioning, and drive engagement that supports your longer-term business development goals.

How can you prepare now for a strong September?

September tends to be a restart moment for many B2B organisations, with event and awards season re-starting and new projects launching. Preparing for this in advance puts you a step ahead.

Now’s the time to review what’s been working so far this year. What content has delivered the strongest engagement? Where have leads converted? Use those insights to refine your strategy and plan a sharp return in early autumn.

If you haven’t already then consider creating a September campaign in the summer, so you’re not trying to build momentum from scratch when your audience is back and ready to act.

How do you maximise marketing spend during a quiet period?

Marketing and business development budgets need to work hard all year round and that includes the quieter months. By prepping early, aligning your campaigns with sales, and reviewing your performance with an eye on improvement, you can avoid wasted spend and keep your business development pipeline active.

Make your summer marketing and business development campaigns count.