The final quarter of the year is make-or-break time for B2B demand gen leaders. You're managing last-minute pipeline pushes, recalibrating your budget, and trying to make sure your efforts will carry momentum into the new year.

Having been through this end-of-year whirlwind as a former demand gen leader in the B2B tech space and someone who works with other demand gen leaders daily here at Knack, I can tell you that with the right approach, Q4 doesn’t have to be the chaotic scramble it sometimes feels like. It can instead feel like a victory lap.

Instead of stressing, think of it as an opportunity—a sprint to the finish line where smart strategies and prioritization can really pay off. Based on my experience, here’s how you can steer your team through the year-end rush while still setting up success for the year ahead.

Review and refine: Campaign audits and data hygiene

Before diving into new initiatives, start by taking a hard look at your existing campaigns. It’s easy to get caught up in the “more, more, more” mentality, but quality over quantity is key, especially as the year comes to a close. Pull performance metrics from all your channels—whether it’s email, paid media, webinars, or content syndication—and see what’s actually driving value.

In my experience, the biggest mistake is letting underperforming campaigns linger. If a campaign hasn’t gained traction by now, cut it. Shift those resources toward what’s working. At the same time, clean up your data. Poor data equals poor results, so now’s the time to scrub those CRM lists, eliminate duplicates, and ensure your lead segmentation is on point.

Prioritize high-intent leads

Here’s the reality: not every lead is going to close by the end of the year. And that’s okay! Focus your energy on the leads that are actually showing strong buying signals. The end of the year is the time to prioritize, not nurture.

If someone has been actively engaging with your content—say, repeat visits to your product pages, downloading high-value assets, or interacting with your sales team—those are the leads to focus on. Craft personalized messaging that speaks directly to their pain points and shows them why they should move now, not later.

Align sales and marketing

I can’t stress this enough—there’s no room for silos in Q4. If your marketing and sales teams aren’t completely synced up, you’re going to miss out on key opportunities. I’ve seen this time and again where a lack of communication between these two teams results in missed follow-ups, inconsistent messaging, and ultimately, lost deals.

Hold regular alignment meetings to ensure both teams are on the same page regarding key accounts, messaging, and what’s resonating. Share data from marketing with the sales team so that they can tailor their outreach to the prospects that are showing the highest engagement. In turn, have sales share feedback on what they’re hearing directly from prospects so that marketing can tweak messaging on the fly.

Stay agile

If I’ve learned anything, it’s that Q4 is unpredictable. Market conditions change, new competitor campaigns emerge, and buyer priorities shift. You need to be ready to pivot quickly if your tried-and-true strategies aren’t working.

Rather than running long, static campaigns, keep them short and iterative. You don’t have the luxury of time to sit back and wait for results. By regularly reviewing performance data, you can adjust campaigns mid-flight, whether that means swapping out messaging or reallocating budgets to higher-performing channels.

Use your budget wisely (and spend it if you have it)

I’ve been in plenty of situations where Q4 meant "use it or lose it" when it comes to marketing budgets. If you find yourself with leftover budget, don’t panic—use it strategically.

Instead of spending just to spend, think about where incremental investments will give you the highest returns. Maybe that’s boosting a high-performing paid channel like LinkedIn ads or using funds to create assets that will fuel your Q1 pipeline. Every dollar should still have a purpose, even in the final weeks of the year.

Retargeting is your best friend

In B2B, buying cycles are often long. Just because someone didn’t bite earlier in the year doesn’t mean they’re a lost cause. Use Q4 to retarget those leads who engaged earlier but didn’t convert. Retargeting can keep your brand in front of them at a crucial moment, helping them finalize their decisions before the new year.

I’ve had great success with personalized retargeting ads in Q4, especially when you combine them with urgency-driven messaging that reminds prospects of the value you offer going into the new year.

Build momentum for Q1

Q4 is not just about closing deals; it’s also the perfect time to lay the groundwork for a strong start to the new year. Just because a prospect isn’t ready to buy now doesn’t mean they won’t be in January.

Use your Q4 campaigns to nurture leads that will close in Q1. Consider a multi-touch nurture program that stretches into the new year or offer high-value content that keeps your brand top of mind for early stage buyers.

Don’t forget your team

Finally, remember that the Q4 rush can be exhausting. Your team has likely been working hard all year, and the holidays can be a tough time to balance both personal and professional demands. Burnout is real, and it’s up to you to make sure your team isn’t running on empty.

Encourage your team to take time off after big campaign pushes, and if possible, provide flexibility around the holiday season. A motivated, well-rested team will perform better and be more equipped to handle the final sprint toward your end-of-year goals.

Thanks for coming to my TED Talk.

I kid.

But in all seriousness by focusing on high-impact actions and keeping your team and tactics agile, you can maximize the opportunities that come with the Q4 push. These strategies aren’t just about closing out the year—they’re about setting yourself up for success as the new year rolls in, and beyond.

Advice for demand gen leaders to navigate the end-of-year rush in B2B