How to continue capturing leads in summer

We keep listening to the classic “nobody does anything in summer”.

Anyone who hears that phrase could imagine dozens of leads — real people — hibernating and waiting for the heat to pass before showing interest again.

Spoiler: that doesn't happen.

The reality is different: while many companies reduce their activity and wait for September as if it were a new fiscal year, others remain active and They take advantage of the silence to gain ground.

Summer as an ally

Publishing this post in the middle of July is, in fact, a practical example of that philosophy: to continue to generate content and provide value when others are silent.

Summer offers a window of opportunity to stand out with less competition, reactivate dormant leads and prepare for a Q4 backed by a quality pipeline.

Anyone looking at these lines with the air conditioner running high and keeping an eye on LinkedIn is at the right time to act.

Below we will tell you why we defend this strategy, how to put it into practice and, above all, the tangible benefits of activating these actions in the middle of summer.

1. Less competition, more visibility

When the noise decreases, the range increases.

• Decrease in CPC and CPM in July and August; bids relax and the budget performs better.
• Discovery and retargeting campaigns which occupy spaces temporarily abandoned by competition.
• Premium visibility at an off-season price: prints that in September will cost twice as much.

advice: reserving part of the annual budget specifically for this period allows you to maximize return.

2. Summer = test lab

The calm waters reveal details that the high tide hides.

• A/B tests in landings, emails and advertisements without the bias of advertising saturation.
• Recruitment or referral loops fine-tuned before their mass scaling.
• Nurturing automations and workflows now configured to operate on autopilot when the avalanche returns.

3. Reactivate dormant leads

Cold contacts require a personal reminder, not a repeated speech.

• Re‑engagement campaigns based on historical behavior.
• Emails with direct subject (“Are you still interested...?”) that increase the click rate.
• Express surveys or diagnostic lead magnets that reopen the conversation.

4. Keep the brand present, even if there are no purchases today

Brand memory fuels the funnel in the medium term.

• Lightweight branding which avoids saturation and supports the top of mind.
• Useful downloadables (checklists, templates, guides) that reinforce expertise.
• Implicit message: “Enjoy the summer; the solution is ready when you need it.”

5. The B2B audience is still connected

Not everyone leaves the office.

• Middle managers, technical profiles and IT managers continue to work.
• Decision makers plan for the future even under the umbrella.
• The absence of competition amplifies every impact.

6. Fill the funnel before September

Objective: to reach Q4 with a nourished funnel.

• Qualification and education during July-August to accelerate closures in autumn.
• Summer works as a stage of Awareness or Consideration with lower commercial pressure.
• Scoring and segmentation settings ready for post-vacation reactivation.

How one summer skyrocketed the results of a B2B company

As an agency, we usually helping B2B businesses capture leads in summer.

If you don't believe us, believe the data.

The initial challenge: a stagnant pipeline and a rising cost per lead.

The 2024 summer strategy demonstrates the season's potential. Here are the results:

Email marketing

• June, July and August 2024 recorded the Highest CTR of the year.
• With fewer shipments and a purified database, June reached almost 42% of openings.

Businesses created and won

• The volume of opportunities was concentrated on summer and Christmas.
• Compared to the same period in 2023 (without shares), July and August 2024 they showed a clear peak of Deals.
• What was sown in August was harvested in autumn: the contracts signed followed the same upward curve.

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The summer advantage

While some companies disconnect, others may stand out.

Summer is not an excuse to slow down; it is an invitation to act wisely. Leads don't hibernate, and neither should a marketing strategy.

It's not about turning the team into workaholics, but about planning the season in advance and leaving it integrated into the strategy so that nothing comes as a surprise.

August may turn out to be the most quietly profitable month of the year for any organization willing to move while the competition rests.

We're here to help

If you want to make the most of summer, at Novicell we can help you with the B2B lead capture.

Contact us and talk to our specialists about the best strategy for your business.