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2025 End-of-Year Marketing Checklist for B2B & FMCG

As summer ends, the pressure shifts. For B2B and food & drink companies, this isn’t about the back-to-school rush; it’s the final straight before the most critical commercial period of the year. It’s the last chance to influence end-of-year sales, lock in supermarket listings, and get on the radar for next year’s budgets.

This guide is a practical checklist for that preparation. Smart, early campaign planning ensures you are driving the agenda, not just reacting to it.

 

Your End-of-Year Marketing Strategy Starts Now

For B2B and FMCG brands, the “golden quarter” is won or lost months in advance.

For B2B Brands

The final quarter of the calendar year is budget season. Clients are finalising their spending for this year and planning for the next. Your marketing should now show ROI using case studies. Aim to secure final meetings before the holiday slowdown. Position your business as a key partner for 2026.

For Food & Drink Producers

The Christmas sales you see in December are the result of deals secured with supermarkets in the summer. Now, focus on trade marketing. Finalise production schedules and plan PR and social media campaigns. These will show buyers that your products will sell well.

Starting this work now is essential. An outsourced marketing agency with experience in your sector can provide the strategic support to ensure these critical opportunities are not missed.

 

Optimising for the Future of AI and SEO

Your marketing assets need to speak to a different audience; consumers, buyers, partners, and decision-makers.

  1. 1. Embrace professional visuals: High-quality assets are vital. This means polished pitch decks, strong trade sell sheets, and professional video testimonials. It’s not just about social media snippets. Strong creative design ensures you look the part.
  2. 2. Build niche authority: Instead of “thinking local,” think “niche.” Your goal is to be the leading voice in your specific category or industry vertical. Answer the complex questions B2B buyers and retail partners have to build trust and gain valuable citations.
  3. 3. Create high-value content: Your audience looks for proof. Create downloadable white papers, data-rich case studies, and helpful industry reports. Sales teams can use these to open doors and close deals.

 

Your End-of-Year Planning Timeline

Here are two sample timelines tailored for B2B and FMCG planning.

Template 1: The B2B Company

  • August-September:
    • Develop end-of-year case studies and testimonials.
    • Plan an end-of-year lead-nurturing campaign to target “use it or lose it” budgets.
    • Brief your team on content like white papers or webinars to support 2026 budget inclusion.
  • October-November:
    • Launch your main end-of-year lead-generation campaigns.
    • Equip the sales team with the latest marketing materials.
    • Schedule key client meetings before the December slowdown.
  • December-January:
    • Run brand-awareness campaigns while decision-makers are less active.
    • Analyse campaign performance and plan your Q1 strategy.

 

Template 2: The Food & Drink Brand

  • August-September:
    • Finalise trade marketing materials and presentations for any remaining seasonal listings.
    • Confirm production and supply chain logistics for the festive season.
    • Plan the consumer “pull-through” campaign using PR, social media, and influencers. This will help support your retail partners.
  • October-November:
    • Execute your trade marketing plan and support your retail buyers.
    • Launch the consumer-facing PR and social media campaigns.
    • Gather sales data and testimonials from early seasonal sales.
  • December-January:
    • Amplify consumer engagement and PR coverage.
    • Conduct a full review of seasonal sales performance to prepare for next year’s buyer meetings.

 

Build a Foundation for Success

The UK’s food and drink manufacturing industry adds more than £30 billion to the economy each year, says the Food and Drink Federation. The opportunities are huge for businesses that plan ahead.

Use this time to finalise your strategic plans. Taking a proactive, data-led approach to your B2B or trade marketing puts your business in a great spot. This way, you can make the most of the important months ahead.

 

If you’re ready to turn this planning period into a strategic advantage, our team is here to help. Want to discuss how a creative marketing plan can prepare your business for its busiest quarter? Get in touch via our contact form or call us on 0161 927 3131 today.

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