• by Ray Schultz , Columnist, September 12, 2024

B2B marketers trying to reach high-level decision-makers should do so when they are available: on weekends. 

There has been a 23% surge in weekend web traffic from CEOs, CFOs, CIOS, CMOs and VPs of sales, DesignRush reports. 

The report specifically covers web traffic, but the uptick in weekend involvement presumably includes email. 

The study posits that content consumption is deeper and more intent-driven on weekends, leading to longer sessions and higher conversion rates 

Weekdays still dominate, but weekend connections have been growing leading into the summer of 2024. B2B brands will hope that their competitors are offline during weekends. 

“While many B2B marketing teams focus heavily on weekdays, the real opportunity lies in leveraging weekend engagement,” says Robin Fishley, SEO director at DesignRush. “With decision-makers becoming more active on Saturdays and Sundays, brands can no longer afford to ignore this time frame. Businesses that adapt to this behavior stand to gain a competitive edge.”

It may be that weekend respondents are workaholics. But what of it? They are trying to access information when the phones are not ringing. 

Fishley concludes that in a world where AI-driven tools and data strategies are pushing the boundaries of B2B marketing, understanding when and how decision-makers engage is critical.”