By: AK Infinite

B2C brands often rely heavily on Q4 holiday sales, with much of their business success tied to the season. However, in B2B, brands usually focus on internal financial matters. That said, the opportunity to boost deal flow during Q4 can be significant, though it’s often overlooked.

Between October and December, budget holders may feel pressure to distribute any remaining funds, and vendor contracts often come up for renewal. This dynamic can encourage decision-makers to push stalled deals across the finish line before the year ends. For B2B marketers, this situation presents a valuable opportunity to accelerate their pipeline and influence planning for the next year.

“Q4 is when urgency and planning often intersect,” said Robin Emiliani, founder and CGO of Catalyst Marketing. “If you’re visible and trusted during this time, you’re not just closing out the year—you’re helping shape the early months of the next year.”

Budget Pressure Can Actually Help Fuel Faster Decisions

In various industries, unspent funds may not roll over into the following fiscal year. This “use it or lose it” pressure can lead budget holders to make faster purchasing decisions during Q4 compared to other times of the year.

The public sector provides an interesting example. Research published by the National Bureau of Economic Research showed that U.S. federal agencies spent nearly five times more in the final week of their fiscal year than in a typical week, with noticeable declines in quality due to the need for rushed approvals. While private-sector spending is not as extreme, the same general principle applies: underspend now, and there could be consequences next year.

Smart vendors often respond with more flexible offers, such as “bill now, start in January.” This approach provides buyers with a low-risk way to commit before the year ends, while ensuring that work begins on their schedule.

Vendor Lists Get Rewritten

Q4 is also a key period for planning. Leadership teams lock in budgets, revisit forecasts, and update vendor rosters. Underperforming providers are often dropped, creating openings for new contenders.

According to Gartner’s 2024 CMO Spend Survey, three-quarters of B2B companies review or renegotiate vendor contracts during the final quarter. This means that visibility in Q4 may directly influence whether a brand enters the next year as a key contender—or is left behind.

“This is when thought leadership can be particularly valuable,” Emiliani said. “Decision-makers are planning ahead to 2026 and asking: who’s going to help me succeed? If you can provide data, benchmarks, or a strong point of view, your chances of making the shortlist could increase.”

Photo Courtesy: Catalyst Marketing

Deadlines May Unstick Stalled Deals

Even the most promising B2B deals can stall mid-process. Forrester reported in 2024 that 86% of B2B purchases hit some form of delay. Year-end deadlines can create a natural impetus to close deals: boards want open loops closed, finance teams want clean books, and internal champions often gain the leverage needed to move contracts forward.

“The vendors who succeed in Q4 tend to be the ones who make the procurement process as easy as possible,” Emiliani said. That means providing simplified business cases, clear ROI proofs, and terms that allow MSAs to be signed before specific projects are fully scoped.

It’s also worth noting that the general slowdown associated with the holiday period can actually free up time for decision-makers, particularly at an executive level. This presents a potential opportunity for experimenting with hyper-personalized messaging and outreach, capitalizing on a time of year when business stressors may be lower.

“Use Q4 wisely,” Emiliani said, “and it might not just close out your year—it could set the stage for the next one. We’ve seen this approach yield consistent results year after year with Catalyst’s clients.”

Disclaimer: The information provided in this article is for general informational purposes only. The views expressed by Robin Emiliani and other sources are their own and do not constitute professional advice. Readers should carefully consider their specific needs and circumstances before making any business decisions.