A tremendous article from the US today, from the Modern B2B Marketing blog. You’ll need a long coffee break for this one, but it’s worth it. In 7 Strategies for B2B Marketing during a Recession: The Definitive Guide, author Jon Miller discusses how tougher economic times will inevitably lead to reduced marketing budgets, and how we might be more efficient with what we’re left with.
Managing your leads better and converting more enquirers into leads are two obvious areas, but ones in which we all have room for improvement. However, we need to change the mindset that sales delivers revenue and marketing is just a cost centre. Let’s change our terminology from “cost per lead” to looking at return on investment, shall we? Marketing is where profits begin, not get swallowed up.