As the summer months approach, B2B SaaS and tech companies may be worried about how to keep their leads engaged during a time when many people take vacations or have reduced work schedules. However, there are strategies you can use to maintain awareness and keep your leads engaged, including running flighted campaigns and fun awareness-focused campaigns.

Flighted Campaigns

Flighted campaigns involve running campaigns for specific periods of time, with breaks in between. This strategy is effective for maintaining awareness because it ensures that your message is consistently in front of your leads, without becoming repetitive or overwhelming.

For example, you might run a campaign for two weeks, followed by a two-week break, and then another two-week campaign. During the breaks, you can analyze your results, make any necessary adjustments, and plan your next campaign.

To make your flighted campaigns effective, consider using a variety of ad formats, such as display ads, social media ads, and email campaigns. You can also target different segments of your audience with different messaging, based on their interests and behaviours.

Awareness-Focused Campaigns

In addition to flighted campaigns, you can also use fun awareness-focused campaigns to keep your leads engaged during the summer months. These campaigns don’t necessarily have a direct sales focus, but rather aim to keep your brand top of mind and create positive associations with your company.

For example, you might run a summer-themed social media campaign that encourages your leads to share photos of themselves enjoying the summer, using a branded hashtag. Or, you might create a fun quiz or game that relates to your product or industry.

By creating campaigns that are engaging and enjoyable for your leads, you can help build a sense of community and loyalty around your brand, even during a time when they may not be actively looking to make a purchase.

In addition to maintaining awareness and engagement with your leads during the summer, this time of year can also be a great opportunity to fill your pipeline and accelerate closes later in the year.

Pipeline Generation

During the summer, many businesses may slow down or take a break from their usual operations. However, this can also mean that decision-makers have more time to evaluate new solutions and explore opportunities for improvement.

By continuing to reach out to potential leads and fill your pipeline during the summer, you can position yourself for success in the later months of the year. This can be especially important if your company operates on a seasonal basis or if you have specific revenue targets you need to hit by the end of the year.

To make the most of this opportunity, consider running targeted campaigns (e.g., ABM campaigns) that focus on specific pain points or challenges your leads may be facing during the summer months. For example, if you offer a project management tool, you might create a campaign that highlights the benefits of staying organized during the busy summer season.

By focusing on specific pain points and showing how your solution can provide value during the summer months, you can capture the attention of decision-makers and set yourself up for success later in the year.


Summer months can present unique challenges for B2B SaaS and tech companies, but they also offer opportunities to maintain engagement with leads, build brand loyalty, and fill your pipeline for accelerated closes later in the year. By using a combination of flighted campaigns and fun awareness-focused campaigns, you can keep your messaging fresh and relevant, while also targeting specific pain points and challenges that decision-makers may be facing during the summer.

Planning and executing a successful summer campaign strategy takes careful planning and execution, and it’s important to start thinking about it now. If you’re looking for assistance with online advertising campaign management, Railtown is here to help. We offer hands-on support to help you make the most of your summer campaign plans and beyond. Book a free consultation today to learn how our team of experts can help you design, execute and optimize your campaigns to ensure maximum impact and ROI. Don’t wait until it’s too late – start planning your summer campaign strategy today!

This article was written with the support of ChatGPT.

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