Summer is the height of vacation mode, but it's also a season where many leads end up on hold. With decision-makers away, teams downsized and inboxes left to breathe, it's easy to let follow-ups grind to a halt. But it doesn't have to be that way. In fact, two-thirds of B2B companies experience a drop in sales during the summer, and nearly 75% of those affected do nothing to counteract this (Entrepreneur).
With the right planning and simple steps, you can keep your leads warm throughout the summer - without being logged on 24/7. In this post, you'll get spesific tips on how to automate and plan lead follow-up so that you're stronger when the fall season kicks off. This could be crucial for your sales strategy and marketing success.
Why it's important to keep leads warm during the summer months?
Although sales decisions are often put on hold in July and early August, that doesn't mean interest disappears. Many people use the summer to evaluate suppliers, do research and clean out their inboxes. Being visible and relevant during this period gives you a significant competitive advantage when decisions need to be made in August/September.
Lead nurturing is an investment that pays off. Companies that actively nurture leads generate 50% more sales-ready leads at a 33% lower cost. Furthermore, effective lead nurturing programs can deliver a 10% or greater increase in revenue within 6-9 months (Gartner). This shows the direct ROI of lead nurturing.
"Keeping leads warm" is about:
- Maintaining contact in a valuable and relevant way.
- Building trust over time.
- Making sure you're top-of-mind when the need arises.
Did you know that 79% of leads don't convert due to lack of nurturing? And that a response within one hour makes leads 7 times more likely to qualify? This emphasizes the importance of continuous and effective lead management.
5 simple steps to keep leads warm this summer
1. Schedule automated email sequence for the summer
Create a simple lead nurturing sequence in your CRM or email tool (e.g. HubSpot, Mailchimp or ActiveCampaign).
This can consist of:
- A summer greeting with a low threshold and personality.
- A useful article or guide related to the lead's interest.
- A reminder that you are available (or back from date X)
Automated lead nurturing can increase conversion rates by at least 25%, and email marketing can provide an ROI of as much as 4400% for lead nurturing (Campaign Monitor). Remember to use segmentation so that the content feels relevant to the recipient.
2. Use "out of office" messages strategically
Many people forget that autoresponders are also an interface. Instead of just saying "I'm on vacation", you can:
- Link to useful content or FAQs.
- Encourage people to book time in their calendars after their vacation.
- Provide contact details for a colleague who is available.
3. Set up automatic reminders for yourself
Don't forget hot leads just because the holidays have started. Use your CRM tool to:
- Set reminders to follow up in weeks 32-34.
- Mark which leads should be prioritized first.
- Create separate "summer lists" for more personal follow-up in August.
4. Share valuable (and easy) content on social media
Many people scroll more on their mobile phones during the summer weeks - especially at the beach or cabin. Now is the perfect time to:
- Low-threshold tip posts.
- "Read this in the hammock" content.
- Personal experiences or professional reflections with a summer feel.
Extra plus if you use warm images, emojis and a more relaxed tone in the text. This contributes to content marketing that engages.
5. Build trust with value - not sales pressure
Summer is not the time for hard selling. It's about being present, relevant and helpful. Think: "What can we send that's useful, inspiring or entertaining - without expecting an immediate response?" This builds customer loyalty and strengthens relationships.
Ready for fall already in July
By planning smartly now, you avoid a cold start in August. You'll know which leads are still interested, you'll have kept in touch, and you'll show professionalism - even when everyone else has logged off. This ensures a smooth transition to the fall season and maximizes your sales opportunities.
✅ Adapt your message to the summer tone
✅ Prioritize value over volume
✅ Make sure follow-up is ready when the season starts again
Want help setting up an automated summer sequence?
We're happy to help with strategy, content and technical setup - whether you use HubSpot or another tool. Get in touch with us before your vacation and you'll have a lead engine working for you - while you relax.