An economic downturn creates additional challenges for marketers across industries. Fewer consumers means less demand; less demand means that efforts to stimulate demand (i.e. marketing) are less effective overall. 

However, in a recession, direct and online marketing spending tends to rise even as broad brand advertising slows down.  The implication is that there are marketing strategies that work particularly well in a downturn.  These include:

  1. Use lead management to maximize the value of each lead. Each lead is more valuable than ever, so be sure to follow-up with each one most effectively.
  2. Focus on your house list. Spend less on acquiring new leads, and more marketing to (and building relationships with) the people you already know.
  3. Build and optimize landing pages. Maximize conversion on the valuable traffic you do get.
  4. Create content for later in the buying cycle. Make sure the prospects who are ready to buy can find you.
  5. Appeal to the nervous buyer. A recession can mean more risk-adverse buyers, so do more than ever to reassure and build trust.
  6. Align sales and marketing. A tougher selling environment means marketing and sales need to work seamlessly more than ever.
  7. Don’t be a cost center. In a recession, marketing needs more than ever to change the perception that marketing is a cost center, focusing on accountability, metrics, and ROI.

Read the entire original post, 7 Strategies for B2B Marketing during a Recession: The Definitive Guide.