Modern Marketing

What does Stein IAS chief Tom Stein expect from the B2B Marketing sector during the upcoming holiday season?

By Stephen Lepitak | -

November 5, 2015 | 3 min read

With the busy end-of-year holiday season approaching, The Drum spoke to Stein IAS chairman and chief client officer, Tom Stein to gather his thoughts on how this would likely affect the thinking of the B2B marketing community.

Speaking from his base in New York, Stein told The Drum that the holiday season often saw brands targeting SMEs or VSEs would do so through bespoke promotional programmes and cited the American Express Open programme as one consumer facing property that was also B2B on another level.

“For brands targeting larger enterprises, there typically is a a bit of a lull due to the holidays. Many marketing efforts power down come the second week in December. Nothing gets launched or initiated,” he continued, but admitted that some brands played using an “opposite” approach.

“There are interesting examples of B2B marketers who market cleverly and aggressively in the holiday season — exactly because others are doing the opposite.”

This year, video is expected to be at the fore of many marketing campaigns, with The Drum reporting only yesterday that 73 per cent of respondents to a survey, commissioned by the Web Video Marketing Council in conjunction with Reelseo and Flimp Media, claiming that video had made a positive impact on their efforts.

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63 per cent also said that they had already been using video within their campaign strategies during the last five years.

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