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Marketing Plan B: 8 Tactics to Build Demand in a Down Economy

April 8, 2020 Caroline Van Dyke, Head of Content

Events are cancelled, budgets are under scrutiny, channels are changing. The new reality for marketers is here, and there's no choice but to adapt.

Struggling to adjust to this new reality without a Plan B? Are those well-intentioned but unhelpful emails spamming your inbox in the wake of economic downturn leaving you wanting more?

We’re going to let you in on what we’ve been doing ourselves to get ahead of a world that’s changing at lightening speed, both to do right by your customers and also build new demand. Our latest guide will help you create a quick-to-execute and differentiated Marketing Plan B with 8 specific tactics (plus no-cost growth hacks) to adjust to, and maybe even thrive in, this new normal.

Here's a sneak peek at what you'll get:

  • A look into how your Left and Right brain are both going to have to get to work on your budget and your messaging to meet people where they are
  • Why reevaluating your ideal customer profiles and pivoting your positioning and pricing for the new reality is a must-have, not a nice-to-have
  • How to readjust your marketing mix given fading channels (hint: more people are spending time online than ever before, giving you a chance to take advantage of increased digital ad inventory, decreased costs, and increased performance)

About the Author

Caroline Van Dyke, Head of Content

Caroline is a B2B marketer with a knack for building start-up content strategies from scratch. With a passion for crafting the right message at the right time (and a good pun), she leads content for real marketers by telling their real stories. In the rare case she's not busy writing, you can find her consuming true crime podcasts, stand-up specials, and copious amounts of cheese.

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