When the economy becomes unsteady, many B2B companies reach for the red pen—and too often, marketing is the first line item slashed. But here’s the truth: the brands that show up during downturns are the ones people remember when stability returns.
The question isn’t if you should market during uncertain times—it’s how.
Start With a Gut Check: What’s Actually Working?
Before making cuts or changes, take a breath—and take stock. What’s really driving leads, conversions, and brand visibility? Many companies are sitting on insights they’ve never surfaced.
Start by asking:
- Which marketing efforts have clear, measurable ROI?
- Where is your sales team getting the best leads?
- Are your efforts aligned with growth priorities—or stuck in legacy mode?
Cut the fluff. Double down on what’s delivering. Then reallocate—not retreat.
Reallocate, Don’t Retreat
Marketing is your lifeline to customers and prospects. But not all investments are created equal—especially when budgets are tight. The key is to shift focus toward activities with clear performance metrics and long-term value. In uncertain times, efforts like SEO and content marketing offer compounding benefits and continue working even when paid channels pause. Email and CRM nurture campaigns provide cost-effective ways to stay relevant and helpful to your audience. LinkedIn remains the go-to platform for B2B thought leadership and precision targeting. And account-based marketing (ABM), with its focus on fewer but higher-value leads, delivers efficiency and impact. These are the kinds of efforts that keep your pipeline warm—even when the market cools.
And here’s why it matters: A cost-cutting mindset for short-term gains may backfire and have serious long-term consequences. Instead, developing a growth mindset can pay dividends.
- In a 2019 McKinsey Quarterly article, “Bubbles pop, downturns stop,” companies that focused on growth during the 2008 recession achieved 150 percentage points more in cumulative total shareholder returns over the next decade than their peers. About 70% of them became and remained top-quintile performers in their sector.
- Similarly, Millward Brown found that 60% of brands that went ‘dark’ during a downturn (no TV advertising for 6 months) saw brand use decline by 24% and brand image by 28%. Brands that cut ad budgets more aggressively than their competitors were at significantly higher risk of losing market share.
- A 2001 Malik PIMS study showed that increased investment in marketing and R&D was correlated with stronger business performance during downturns.
- And Kantar estimates that brands who go dark to save costs could see a 39% drop in brand awareness, severely delaying their post-crisis recovery.
The message is clear: pulling back might feel safe, but staying visible is what builds long-term advantage.
Don’t Confuse Volume With Value
In economically uncertain times, it isn’t the time to chase vanity metrics. If your team is still celebrating impressions instead of tracking lead quality and pipeline activity, it’s time for a KPI reset.
Ask yourself:
Does this effort help someone decide, trust, or act?
If the answer’s no—it’s a distraction.
Right-Size for Reality
Not every B2B brand needs a Super Bowl strategy. The smartest move right now? Build a marketing plan that fits your current size, your revenue goals, and your operational capacity.
That might mean:
- Consolidating vendors
- Running fewer—but better—campaigns
- Upgrading how you brief, approve, and ship work
It’s about tightening the engine, not shutting it off.
Invest in Your Foundation
If your messaging is vague, your website confusing, or your brand out of sync with who you are today—start there.
Buyers crave clarity, especially in volatile markets. They need to trust that you’re stable, smart, and ready to help. That trust starts with how you show up.
A confident brand builds confidence in buyers. A messy brand? Not so much.
What Now?
If you’re navigating how to market wisely in choppy waters, we can help. At Mighty Union, we build right-sized strategies that are practical, powerful, and built to weather any storm. From positioning and messaging to content and channel strategy—we’ll help you market smarter.
Let’s steady the ship together.
