Google’s Doodle is back to normal. Twitter’s put down the hashflags. It looks like it’s going to be business as usual on the internet now that the World Cup’s over.

And if your lead generation campaign has been riding these waves, it might be high time to change course. But where to next? If you’re struggling with this question, you might be like the many who neglected to have a fallback.

Bye-bye hashflags. See you again in four years!

You see it plenty of times in the history of professional sports. Once it’s retirement time, players pursue other related (and also not-so-related) endeavors: coaching, investments, brand management etc. So how can B2B marketers shrink and apply this same tactic to the size of their own lead generation strategy? Here are several suggestions:

  • Find a new trend – Trend hopping is sometimes frowned upon but if you’re good at it, it could save your business by keeping it relevant. You could argue that relevance is best achieved in B2B markets if you stick to addressing prospect problems, not just trends. Then again, why hold back? Do both when you have the resources!
  • Promote new products – Sometimes it’s good to time the release of a new product right alongside the latest buzz. On the other hand, sometimes a new product can generate enough buzz on its own. One downside could be that you can’t always be releasing new products that often. Still, it can be handy when you need to fill the gaps left in post-trend periods.
  • Call up current customers or old leads – You don’t need to wait for a really dry sales period to start calling following up on customers or former prospects. Long-term sustainability requires long-term business relationships. This works better if you’re simply keeping in touch with repeat buyers and checking up on the needs of those who are still deciding.

The World Cup is over but there’s still plenty of things you can do to keep your campaign floating and sailing. Find a new wave, market new products, or simply catch up on old contacts. Professional sports isn’t the only industry where a fallback can be pretty handy.