Can You Actually Fill an Event in December?

Sprinkle a bit of ABM strategy into your field marketing events this holiday season.

The holidays. A three-week sprint until you can finally close your laptop and pretend Slack doesn’t exist for a few days.

Not the case for everyone, but if you’ve tried any marketing or sales outreach in December, you know engagement gets weird. People are either frantically closing deals or mentally checked out by December 10th. So what about that small field marketing event you booked for mid-December, hoping to squeeze in one last round of prospect engagement before the new year? Filling the room this time of year is tricky, but plenty of folks pull it off. Here’s where I see people actually pull it off:

1. Focus on hyper-personalized outreach Generic invites get ignored faster than Mariah Carey climbs the charts in December. You’re competing against someone’s mental checklist for their family’s annual Home Alone holiday movie marathon. Keep it direct, reference something specific about them or their company, and make it clear why they should show up. Not just why the event exists.

2. Target the heart of your ICP December is not the time to experiment with new titles or personas. Stay close to your core ICP, the people who already know you and engage with your content. They’re the ones most likely to actually show up, and they’ll bring better conversations to the room.

December doesn’t have to be a dead zone for field marketing. Nail the personalization, stick to your core audience, and you might be surprised how many people are looking for an excuse to get out of the house before the holiday chaos fully takes over.