Summer is here and while for many this means slowing down, your pipeline is never one in need of a vacation. To make the most of this time while giving your team members a well-deserved summer break, dive into the seasonality and build a campaign story that engages even during the hot summer months.

Here are three creative, proven summer campaign ideas B2B tech scaleups can launch with minimal lift and maximum impact.

1. Reuse & Refresh: A “Summer Webinar Series”

This is one of the easiest wins: repurpose your top-performing thought leadership webinars from the first half of the year into a summer series.

✅ Why it works:

• Minimal effort (the content already exists)
• Re-engage your audience with insights they need but may have missed
• Reinforces your brand as a go-to source for industry expertise

A ‘Summer Series’ can be made fun, engaging, and creative with very minimal resources spent. Pull the data, look at what webinars have had the most engagement and consumption during the first 4-6 months of the calendar year, then go and build a summer theme activation around it. Alternatively, if your content production of thought leadership is low, you can build your content series around the predictions you probably made at the start of the calendar year. You are now halfway through – what has come true? What has changed? Did something come in as a curveball?

Your content of choice should be entirely focused on thought leadership content and it should be resonating with your audiences in a way that gives them a new perspective on a topic they thought they knew well enough. If you’ve done it really well, they will walk away with a feeling of having to bump up the problem your business is solving on their priority list, once they return from their summer break.

Run it over 4-6 weeks maximum with new content dropping on a weekly schedule. I really liked how Palo Alto Networks ran a brilliant Cloud Summer Series some years ago for their EMEA audience. It was a full-on summer-themed campaign with flip-flops, lifeguard-themed graphics, and weekly content drops. One simple landing page for all the content with weekly ‘unlock’, encouraging the audience to keep coming back for more. It drove high engagements and real revenue during what would normally have been low pipeline months. The campaign landing page doesn’t exist anymore (other than in my mind), but it was one heck of a fun campaign, masterminded by Linda-Karen Wulffraat.

🌟 Pro Tip: Make it fresh! Give your audiences a reason to revisit. While repurposing your content, try to work on one new piece of content that adds an updated perspective. What’s changed since you first recorded that session? Have any of your predictions come true? Are there emerging trends you can tie in? Can you add a live Q&A at the end of the series that recaps all the learnings?

📣 Activate it:

• Create a themed landing page (think: beach vibes, bright colors, weekly “unlocks”)
• Promote via email, organic and paid social, and sales and partner outreach (low budget)
• Expand your audience: Sometimes it pays off not to ‘build on your own land’, meaning you can host your summer series content on a 3rd party vendor’s site and integrate it into your website. Giving you double exposure and a lead # guarantee. With the Palo Alto Networks summer series campaign, for example, the content was hosted on BrightTALK and part of an always-on lead generation program.

2. Beat the Heat: A Summer Swag Campaign

Who says B2B can’t be fun? Build an audience-engaging and memory-making campaign around a limited-edition fully branded summer swag kit.

✅ Why it works:

• Highly engaging offer
• Minimal effort (the content already exists)
• Timely, playful, and experience-driven

Swag is always in, and it is a highly engaging offer when you really put thought, intention, and playfulness into it. A fully branded summer swag kit is not only an attention-grabbing ‘wow that’s cool’ moment, but when a story is built into it and the intention is not only to get your audience engaged and amazed but to continuously make use of the swag kit items to build memories and experiences with their loved ones – you have a winner!

This is another type of summer campaign that won’t take up much of your resources (you probably already have a budget set aside for Direct Mailers/Meeting Maker programs you can leverage here), but it does require some timely planning for the swag kit to get assembled, branded, and ready for shipping. Three companies I’ve found that do that well are: Reachdesk (US HQ), Sendoso (US HQ), and Inconnection (UK HQ) – even on short notice.

I know what you are thinking – this won’t work well, it will just be the swag hunters trying to come and collect their prey. It actually works extremely well (think $$$ x a lot) when you tie it into an action and provide clear T&Cs.

Let’s look at the Beat the Heat campaign from Rubrik. This was my first full campaign launch at Rubrik, just three months into my tenure. First, let’s dive into the theme.

The summer theme is tied into the mission of Rubrik as a company, ‘To Secure The World’s Data’, as well as the GTM campaign on data protection in hybrid and multi-cloud environments. It’s not very summer-like, but when we look at what protecting your data from cyberattacks means – and how the technology solves problems for the IT professionals feeling the heat when cyberattacks happen, you have an angle you can work with. In addition, when the campaign launched, Europe was facing a scorching heat wave. We were on point with messaging, positioning, and tie-in to company strategy and seasonality. And ice cream recipes to help us cool down and beat the heat.

Content is reused and repurposed from previous GTM activities and pulled into a bundle, and placed behind a lead generation form. One landing page. One form, all the content in one go. And when you are one of the first 300 to sign up for the content bundle (and within the scope of the T&Cs), this limited-edition fully branded summer swag kit becomes yours. Strong offer, plenty of summer reading content. A brand moment and a big revenue driver during a season that is normally quiet.

🌟 Pro Tip: Encourage your swag kit recipients to share their fun moments using the swag kit items on their social channels and amplify. It boosts brand recognition, and a little bit of FOMO, and builds a humanized approach to your business. The stack of messages and posts we saw from all the humans using the swag kit items to build memories and moments with friends and family – that stay with them and with our brand. 

📣 Activate it:

• Email campaigns with exclusivity to your top target accounts + paid digital and social ads
• Sales team and partner activation (Ice cream truck pulling up to Beat the Heat? It works)
• Extend the reach of the campaign and target account activation through third-party ABM vendors

If you are worried you might not be able to ship all the swag kits (can depend on activation budget), you can easily leverage any remaining swag kits for 1:1 outreach the following summer season, either as event gift bags, as a Meeting Maker program for your Sales teams to leverage, or for an ABM paid ads offer.

3. The Limited-Edition Summer Podcast Series

People are on the move in the summer, spending intentional time traveling, walking, unplugging, and learning. So why not make your content mobile-friendly by turning your webinars into bingeable summer podcast series?

✅ Why it works:

• High-quality, educational content that is easy to consume on the go
• Availability on every channel where your target audience is already active and engaged
• Minimal effort (the content already exists)

Turning your best educational, thought leadership webinar content into a podcast is one of the simplest yet impactful ways you can create a summer engaging campaign activation for your target audiences. You have no doubt created several pieces of high-quality content as part of your GTM campaign strategy in the past 4-5 months. Now, why not cut them into podcast episodes of 15-20 minutes each, wrap them in a new branding, and give the podcast a limited-edition splash, prolonging the impact and extent of your GTM campaign, content creation, and brand building?

It’s a whole lot easier than you’d think, and YES it is absolutely measurable all the way down the funnel – and with the right vendor, you will even be able to include paid promotion directly to your target audiences, right next to the podcasts they are already consuming. There are vendors in the market that can do this for a lower range amount of $XX,XXX. Your ROI, provided you set up the tracking right to build your proof, is easily in the x20-25 range.

🎙 How to do it:

• Slice your recent thought leadership webinars into 15–20-minute podcast episodes
• Add a new intro or commentary to update the context
• Use an agency or tool to package the series (it’s more affordable than you think!)

Let’s look at the regulatory compliance campaign from Rubrik. This was my most successful and most experimental GTM campaign at Rubrik and serves as a blueprint for how to create impactful campaigns that deliver target account revenue within the first quarter it is live. More on that later, for now – let’s have a look at what it looked like here:

🌟 Pro Tip: Don’t just limit yourself to the podcast channels, make sure you launch this on your YouTube channel too to expand audiences, activate SEO, and drive consumption and engagement on company-owned channels.

The content already existed as part of the GTM campaign content over the past 2-3 quarters. The webinars had already been activated for demand generation across all owned digital channels, and had been part of several 3rd party demand generation programs and activations, and now, in the campaigns’ third and fourth quarter, I wanted to extend the high-quality, educational content even further. Maximizing the ROI of your content isn’t just determined by how well one or two distribution channels work for you, it is determined by how well you can repurpose and reuse the content to engage and activate your target audiences anywhere they consume content. The content is the same, running for 3-4 quarters already, but this is a new format, a new channel, a new place that allows you to meet your audiences where they are.

This format performed exceptionally well for C-suite audiences and became a door opener into accounts and board rooms, not to mention it was the highest-performing executive campaign of the year for the region. If you have an experimental marketing budget, test this out!

📣 Activate it:

• Distribute via email, your website, podcast platforms, and YouTube (and make sure your tracking is in place! The ROI on this is going to blow your mind.)
• Brand it with a fun, seasonal theme (e.g., “The CISO Summer Soundtrack”)
• Let Sales have a lot of fun with it! Give them free rein to talk about the podcast and comment on it in any way they want. It gives it an additional breath of life and reach.

Build Your Pipeline From The Beach

Summer is not the time to go hide in the shade. It’s a chance to do something different—lighter, brighter, and more creative—while still driving pipeline, brand equity, and sales enablement.

These three campaigns let you:

• Repurpose existing assets
• Activate your audience in fresh ways
• Stay top of mind while others hit pause

These three types of summer campaigns will take you 2-6 weeks to set up, activate, and build out a plan that will let you build your pipeline on autopilot, so that you too, dear marketer, can go and enjoy your time off during summer. Which one would you like to try next? How are you going to leverage the summer months to scale?

Let me know if you’d like help building one of these campaigns. I am here to help you make this your strongest summer yet. Book your free advisor call with me here.

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Thank you for reading my blog. If you need help with building a high-impact, scalable marketing strategy, let’s talk. I can advise, consult or create for you. Contact me here and let’s have a conversation about how I can help you build your momentum.