Weekend Warriors: Why Marketers Must Expand Their Workweek Reach

Not to be a Monday Morning Quarterback, but any marketers returning today from a work-free weekend just missed some prime engagement time.

A new traffic report by DesignRush says there’s a 23% surge in weekend world-wide-webbin’ by higher-ups and decision-makers like CEOs, CFOs, CIOs, CMOs, and sales VPs.

“While many B2B marketing teams focus heavily on weekdays, the real opportunity lies in leveraging weekend engagement,” says DesignRush’s Robin Fishley to MediaPost. “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.”

Taken in conjunction with a separate study of out-of-office replies by ZoomInfo that found the stretch from mid-September to mid-November to be “one of [the] best chances all year at connecting with prospects, customers, colleagues, and counterparts via email” — see graphic of weekly OOO reply rates — it would appear these autumn weekends present the perfect opportunities to be productive.

May all your football schedules accommodate.

“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,” says Fishley. “Our data suggests that weekends are becoming a powerful window of opportunity for B2B marketers to generate leads and build meaningful connections.”