Don't do what you've always done just because you've always done it. Is that expensive trade show sponsorship really going to pay the dividends you're looking for right now? Or would your resources be better spent on search engine optimization or a referral program that reaches out to existing customers? Don't allow yourself to get stuck in autopilot. Challenge your assumptions because the old rules don't necessarily apply.

 

Aim with precision. Focus on lead generation programs that deliver quality, not just quantity. Consider targeting industries that will be less vulnerable to economic volatility. And don't forget about your existing customers. This isn't just about "going deeper and wider;" it's about nurturing your fan base. This is a time to be a trusted, valuable resource.

 

Forge internal partnerships. When you're working with Sales (and not against it, as sometimes happens between Marketing and Sales teams), you not only increase both your knowledge and your credibility, you go into the battle for resources with support on all sides.

 

Ask yourself: What am I doing to support relationship-building? In his presentation on selling in a down economy, Joe Trueblood of Amplify Selling spoke of the importance of building and cementing relationships with clients now to keep market share and lay the groundwork for long-term opportunities. What are you doing to support this goal? spoke of the importance of building and cementing relationships with clients

 

Get creative. Necessity is the mother of invention, and a downturn in the economy may be just the thing to push you out of the old "habits" of marketing, delivery, sales and other business operations that you've developed over time. Organizations that are successful at pushing the envelope and breaking away from the competition see the opportunity in the situation – a jumping off point for creative, innovative thinking.