The Data Is In: Q4 Is a Power Play for B2B Advertisers

Q4 has long been considered B2C territory, where holiday campaigns, Black Friday blowouts, and Cyber Week steals tend to dominate the season’s narrative. As a result, some B2B brands still treat Q4 like downtime — scaling back ads and waiting to reengage in the new year. But that approach can be a missed opportunity.

Q4 Drives Big Returns for B2B

To explore what Q4 really means for B2B brands, we took a look at our data to see how MNTN B2B advertisers performed during the final quarter of last year.

When comparing the performance of MNTN B2B advertisers in Q3 to Q4 of 2024 — starting with visits — we found:

These data points tell us that Connected TV was an effective way for B2B advertisers to drive more consumers to visit their websites during Q4 of last year. No matter your goal, more qualified traffic at a lower cost is a strong signal that this season can make an impact on your overall marketing performance.

Then, looking at both revenue and return-on-ad-spend (ROAS), our data found that B2B brands with a dollar-value based conversion also saw meaningful results:

This means that B2B brands reached more valuable audiences with less spend, and drove better results than the previous quarter. What’s more, B2B advertisers in Q1 2025 saw a 10% higher conversion rate than they achieved in Q4 2024, suggesting that pre-new year touchpoints paid off once the holiday haze faded. As the numbers show, Q4 isn’t a time to slow down — it’s a springboard into the next year and beyond.

Why November Is B2B’s High-Impact Month

You might assume that Q4 B2B spend peaks in December as advertisers look to burn through any leftover budget. But in 2024, MNTN advertisers actually saw the highest B2B revenue in November. 

And that strong performance wasn’t just limited to revenue. November also stood out across key B2B engagement metrics like visit rate and conversions

The catalyst? Cyber Week. 

During the week of Black Friday and Cyber Monday, MNTN B2B advertisers didn’t just experience surges in bottom-line metrics like ROAS and total revenue. This also saw a significant rise in key engagement metrics, including stronger site traffic, higher visit rates, and a peak in conversions. These metrics suggest that B2B audiences were not only active during this time, but also highly responsive to campaign messaging across the funnel. It turned out business decision-makers are just as responsive to the buying momentum of the season — they’re just shopping for services and solutions instead of stocking stuffers. 

What’s more, the lower cost per visit (CPV) MNTN advertisers saw during November prove that heavy B2C competition doesn’t hinder B2B performance. Instead, this stretch becomes a prime window for “consideration campaigns,” reaching stakeholders finalizing Q1 plans, or wrapping up annual budgets.

How Targeting Drives B2B Success in Q4

One of the most important tools B2B advertisers can employ in Q4 is precise audience targeting. 

With performance-driven channels like Connected TV, advertisers can find ways to bypass broad seasonal competition and instead zero in on high-intent viewers who actually matter to their business. CTV enables B2B advertisers to target based on job title, industry, company size, or behavioral intent — ensuring every impression counts. 

After all, B2B decision makers are consumers too. And like all consumers, they are especially primed for advertising during Q4. Connected TV’s engaging sight-and-sound format is a smart way to meet them where they are: relaxed, reachable, and ready to plan. 

The payoff? Increased efficiency across the board. That kind of precision targeting contributed to the 58% drop in cost per visit MNTN B2B advertisers saw in Q4 compared to Q3. 

And when combined with real-time optimization and performance based buying models, targeting stops being a helpful feature and becomes the reason your campaign performs. Especially in Q4, when every impression counts, this kind of precision can be the difference between scaling results or sitting out during a season of opportunity. 

The Long Game: Why Consistency Boosts B2B Performance

In performance marketing, consistency compounds. That’s especially true for B2B, where sales cycles are long and multiple stakeholders are involved.

We’ve found that brands that run evergreen campaigns throughout Q4 see stronger visit rates and sustained growth into January. In fact, those who remained active through the end of the year started Q1 with more site traffic and higher conversion volume than brands who paused. 

As Koji Takagi, Senior Director of Marketing at Pluralsight, a MNTN customer, put it, “Marketers need to be playing a different game than our counterparts. BDRs (and SDRs) think in terms of months. AEs think in terms of quarters and years. B2B marketers need to be thinking in terms of decades. We are trying to build a lasting brand. And we know that if we don’t make certain investments today, then our pipeline is going to struggle next year and the year after.”

Ultimately, staying present in Q4 doesn’t just drive short-term wins — it sets the foundation for long-term brand strength and sales success.

It’s Time to Rethink the B2B Holiday Playbook

For B2B advertisers, Q4 is no longer the off-season. It’s a window of opportunity to connect with key decision-makers and start the new year with momentum.

The expected seasonal surge of Q4 isn’t just for retail. Business buyers are browsing, evaluating, and making purchasing decisions well before Q1 begins. And considering that 90% of B2B decision-makers buy from companies they knew at the start of the consideration process, getting in front of them early is critical.

With channels like Connected TV, it’s easier than ever to meet that moment with performance-driven, measurable campaigns. After all, in a crowded market, attention is currency. Staying present in Q4 is the edge that can set your B2B brand apart in the year ahead.