B2B Under Pressure: 4 Strategies to Redefine Value Amid Rising Costs
Yes, inflation and increasing expenses are squeezing margins, but they’re also encouraging businesses to reconsider what value truly means.
In times of austerity, it can feel logical—even necessary – to cut back on your sales and marketing budgets. Yet, history and market data show that companies that maintain or strategically redirect investment in these areas during challenging times often emerge stronger and more competitive.
256%
increase in sales post-recession:
An analysis of 600 companies from 1980 to 1985 revealed that those maintaining or increasing their marketing during the recession experienced a 256% increase in sales post-recession, compared to only 19% for those that reduced marketing budgets1.
17%
compound growth rate:
During the 2008-2009 recession, companies that maintained marketing efforts achieved a 17% compound growth rate during the downturn, positioning themselves strongly for post-recession success2.
70%
higher brand recall:
Companies maintaining advertising visibility during this time also achieved up to 70% higher brand recall than those that reduced spending3.
Visibility equals opportunity
In uncertain times, your competitors might also be pulling back. Reducing your sales and marketing presence could mean losing valuable visibility in the marketplace just when others are retreating. The businesses that stay present will be top of mind when buyers are ready to spend.
Your customers still need you
Your customers’ challenges don’t disappear in tough times -in fact, they often grow. A reduced focus on sales and marketing means missed opportunities to connect with customers and provide the solutions they need now more than ever.
Watch the (market share) gap
Economic downturns create shifts in market dynamics. Businesses that continue to communicate effectively can capitalise on competitors’ pullbacks, capturing market share that might be difficult to win back later.
Rather than viewing sales and marketing as costs to cut, reframe them as tools for adaptation and resilience.
1
Reframing sales and marketing:
In challenging economic times, the knee-jerk reaction for many businesses is to cut costs wherever possible, often with sales and marketing departments bearing the brunt. However, forward-thinking businesses recognise that these functions aren’t simply expenditures, but investments in adaptability, resilience, and growth. After all, businesses with well-aligned sales and marketing strategies are reported to generate 208% more revenue from their marketing4.
2
Unlocking Value in Existing Relationships:
In uncertain times, pursuing new customers can be both costly and resource intensive. Account-Based Marketing (ABM) offers a more strategic approach by prioritising deeper engagement with your existing clients. In the first year, businesses implementing ABM see a 10-20% increase in opportunities, and once the strategy is mature, ABM is attributed to 73% of their total revenue.
ABM enables you to uncover revenue growth opportunities by monitoring and nurturing customer and prospect interactions. Through personalised, value-driven messaging that directly addresses individual pain points, ABM resonates with clients and prospects, positioning your offerings as the solution5.
When implemented effectively, ABM not only protects your existing market share but also solidifies your reputation as a trusted partner. This trust reduces the likelihood of customers turning to competitors, ensuring long-term loyalty and growth.
3
Data-driven strategies for maximum ROI:
Gone are the days when marketing relied solely on creativity and gut instincts. The modern approach is firmly rooted in data and analytics, with intelligent Customer Relationship Management (CRM) systems playing a pivotal role.
Robust CRMs enable you to track and analyse every touchpoint in the customer journey, providing actionable insights to optimise your sales and marketing efforts. From identifying the most engaged prospects to refining messaging based on interaction history, an intelligent CRM ensures that your resources are directed where they’ll have the greatest impact.
4
Rethinking the Workforce:
Finding and retaining top talent, especially in specialised areas like new business development, digital marketing, analytics, and creative strategy, is proving increasingly difficult. This talent shortage is pushing businesses to reconsider traditional hiring models in favour of more flexible solutions – and that’s no bad thing.
Outsourcing is no longer just about cutting costs but accessing the right expertise at the right time. Bringing in skilled professionals on a project basis, or leveraging agencies like Broadley Speaking on retainer, means you can maintain agility while still benefiting from gold standard talent.
This approach ensures that your team can stay focused on core business functions while still executing high-quality, impactful sales and marketing strategies. Outsourcing isn’t about compromise; it’s about building a team of specialists who can deliver results.
A Final Thought
Innovation isn’t born from comfort; it’s born from constraint. Resilience isn’t tested in easy times; it’s forged in adversity. And leadership isn’t about waiting for change; it’s about shaping it.
By viewing sales and marketing as tools for adaptation and resilience, your business can not only weather the storm but emerge stronger, more agile, and better positioned for future success.
With 3 decades of experience in B2B Sales & Marketing, Broadley Speaking is skilled in turning obstacles into opportunities. We partner with our clients to create tailored strategies that drive growth, even in uncertain times. From implementing intelligent CRM solutions to crafting personalised ABM campaigns, our approach is built on delivering measurable results and creating lasting partnerships.
1McGraw-Hill Research study | 2Harvard Business Review | 3Advertising Research Foundation | 42017 Marketing Performance Management Report | 52020 state of ABM report
