Summer Slowdown? Not So Fast – Why You Should Ramp Up Marketing Efforts Now
It has long been assumed that summer is a slow season for business. Kids are out of school, employees take time off, and decision-makers are (supposedly) unreachable on vacation. Many companies wind down their marketing efforts during July and August.
But is that really the smartest move?
The short answer: Absolutely not.
Remote work is the new normal and companies are under more pressure than ever to stay competitive. That means taking your foot off the gas during the summer months could cost you — both in momentum and in missed opportunities.
Remember the physics principle: a body in motion stays in motion. The same holds true for business. Once you lose that marketing and sales momentum, it takes twice as much effort to get it going again.
So before you dial things back for summer, consider these three reasons why now is the time to lean in — not pull back.
1. Not Everyone Is on Vacation Anymore
Sure, people take time off in the summer — but not everyone disappears. In fact, many business leaders are still working, checking email from the beach, or squeezing in planning sessions between travel and family time. Hybrid schedules and mobile technology mean high-level decision-makers remain surprisingly accessible.
And with the increasing pressure to meet year-end goals, many executives use summer as a planning period — exactly when they’re more open to new solutions.
So if your competitors are quiet and you’re the one reaching out with a thoughtful message or useful insight, you’ll stand out.
2. This Is the Best Time to Leapfrog the Competition
While other companies are coasting through July and August, you have the chance to get noticed.
Summer can be a golden opportunity to:
- Revamp your in-house database by adding new decision-makers to your pipeline
- Cut through the noise (because there’s less of it!),
- Build relationships with decision-makers who are checking messages, and
- Move ahead while others are stuck in neutral.
Marketing consistently — especially when others aren’t — positions you as a reliable, steady resource. And it’s not unusual for prospects to make buying decisions in Q3 that set them up for a strong finish to the year.
If your message lands while a decision-maker is relaxed and receptive, you’ve just gained a significant edge.
3. Momentum and Familiarity Matter More Than Ever
Studies show it can take 15–20 touches before a prospect is ready to engage — and that number is rising. The companies that stay visi
ble, present, and consistent are the ones that close deals.
Summer is an ideal time to:
- Build brand familiarity,
- Nurture leads already in your pipeline,
- Find new leads,
- Post relevant content,
- Share insights on LinkedIn,
- Leave thoughtful voicemails,
- Or simply check in with value — not a hard sell.
You never know when the next touch will be the one that sticks — and it might just happen during a slow summer afternoon.
Bonus Tip for Those Selling to Corporate Training & HR:
Your prospecting database is the fuel that drives your sales engine. And in 2025, you need premium fuel more than ever — meaning accurate, targeted data of confirmed decision-makers in your market.
If you sell to Corporate Training and HR, Mentor Tech Group (MTG) is the resource you’ve been waiting for.
MTG’s targeted, permission-based database includes more than 35,000 high-quality decision-maker contacts in Corporate Training, e-Learning, and HR — all thoroughly verified and ready to fuel your next campaign.
Stop spinning your wheels and start driving real results.
Contact the MTG Team today at (651) 457-8600, Ext 1 to see how we can help you stay in motion — even when your competitors are hitting pause.
