B2B marketers often face a unique challenge during large events like the Big Game: balancing their outreach with consumer engagement. However, recent findings from HubSpot suggest that now may be the ideal time for small business owners to rethink their marketing strategies. Contrary to the common belief that buyers disengage during such high-profile events, the data shows a different picture—one full of opportunities for those willing to be bold in their outreach.

During the week leading up to the Big Game, many B2B marketers press the brakes, pulling back on email and other marketing efforts. According to HubSpot, email send volume drops by about 2.3%. This cautious approach often stems from the assumption that inboxes will be saturated and buyer attention will wane. However, buyers appear to be leaning in during this period. Data reveals that email open rates actually increase by one percentage point, and click-through rates rise by more than half a point compared to a typical week. Surprisingly, the week of the Big Game ranks among the top five weeks for email engagement throughout the year.

This striking contrast presents a unique opportunity for small business owners. While many competitors choose to withdraw, those who maintain their outreach can capitalize on a less crowded inbox and heightened buyer engagement. The same trend extends to website traffic, which sees an increase of 7.5% as potential customers continue to browse and compare options, even as marketing emails dwindle.

The spike in engagement doesn’t just end after the game. HubSpot’s analysis shows that buyer interest remains elevated into the week following the event. Click-through rates stay nearly half a percentage point above average, while open rates hold steady at three-quarters of a point above baseline levels. This sustained increase indicates more than just a one-off boost; it reflects a persistent engagement driven by the event’s cultural significance.

Small business owners can find actionable insights here. Rather than cramming all outreach into the week leading up to the game, they have the flexibility to space their efforts out over time. The following week delivers many of the same advantages: lighter competition and continued engagement from buyers who are still actively exploring options.

An important takeaway from HubSpot’s research involves the effectiveness of owned channels versus paid advertising during this period. Paid ads typically see a dip in click-through rates as consumer attention gets diverted. In contrast, engagement from owned channels like email and website content improves during the same timeframe. This trend should particularly resonate with small business owners operating on tighter budgets. Given that organic touchpoints can outperform paid ads during significant cultural moments, it makes sense to channel more effort into enhancing email communication and website content rather than increasing ad spend.

The implications for small business marketing strategies are clear. Focusing on owned channels can yield better returns, especially with advancements in AI-powered tools that facilitate personalized messaging and optimized content. This allows businesses to craft relevant communications that resonate more deeply with engaged buyers during high-opportunity windows.

The findings from HubSpot also indicate that this pattern isn’t confined to just one week. Similar data trends emerge during both the pre-game and post-game weeks, giving small business owners additional flexibility to adjust their timing and tactics without sacrificing performance.

In essence, the football championship season is not a time for withdrawal; it represents an opportunity to engage smarter and more effectively. Small business owners can leverage tools and strategies designed to enhance their marketing outreach before, during, and after significant events. As HubSpot reminds us, businesses that continue to show up in their owned channels confront less competition while also gaining access to more engaged buyers. This combination of factors provides a distinct advantage that can be harnessed during a crowded marketing calendar.

For more detailed analysis and insights into maximizing marketing outreach during peak events, you can explore HubSpot’s Loop Marketing playbook.

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