Home > Insights > Article > 5 Key Marketing Strategies to Drive Sales Pipeline in a Recession

5 Key Marketing Strategies to Drive Sales Pipeline in a Recession

5 Key Marketing Strategies to Drive Sales Pipeline in a Recession


Key Takeaways


  • Over 90% of CFOs believe that an economic crisis is inevitable, with around 35% predicting a recession in the next few months.
  • During a recession, businesses typically cut costs, reduce prices, and postpone new investments, which is a mistake.
  • Centre your plans around high-ROI activities by making data-driven decisions.
  • Conduct a content strategy gap analysis and update your content plans based on your learning.


In 2008, the world economy worsened, and many businesses were left scrambling. Marketing budgets were slashed, and everybody looked for ways to do more with less.

Some companies adapted and thrived, while others withered away. But what separated the two? The answer lies in their marketing strategy – or lack thereof.

The companies that continued to invest in marketing and sales initiatives were the ones that came out on top when the recession finally ended in 2009. And the companies that put all their eggs in one basket (i.e. focused on a single channel or tactic) were the ones that suffered the most.

The lesson learned here is that a diversified marketing strategy is key to surviving a recession. This article will discuss five key marketing strategies to help drive your sales pipeline and maintain growth during tough economic times.


The Importance of an Effective Marketing Strategy During a Recession


A recession can be a difficult time for businesses.

Sales may decline, and budgets may be tight. But despite the challenges, it’s important to maintain a strong marketing strategy during a recession.

Why is marketing so important during a recession? It can help you overcome challenges by keeping your business in the mind of your customers and prospects, and a well-planned marketing strategy can help you identify new opportunities and target new markets.

Additionally, a recession can be a great time to invest in marketing, as your competition may be cutting back on their efforts.

So if you’re feeling the effects of a recession, don’t panic. With a right marketing and sales growth strategy, your business can come out of the recession successfully.


5 Key Marketing Strategies to Drive Sales Pipeline


Companies need to get creative when it comes to marketing during a recession.

Traditional marketing methods may not be as effective during an economic downturn, so it’s important to think outside the box and develop new and creative ways to reach your target audience.

Here are the top five marketing strategies that can help you drive pipeline and keep your business afloat during a recession:


1. Use Data to Your Advantage


Use data and analytics to understand your target market and what they’re looking for. This will help you create more targeted and effective marketing campaigns.

About 56% of all websites use Google Analytics which can provide you with some helpful information about your customers.

There are several ways to use data to your advantage during a recession.

For example, you can monitor consumer spending patterns and utilise marketing strategies targeting value-conscious customers.

You can also use data to improve your forecasting and budgeting processes, which can help you make more informed decisions about where to allocate your resources.


2. Consider New Channels



During a recession, businesses need to be strategic about where they allocate their marketing budget.

Many companies will automatically cut their marketing spend, but this can be a mistake. Instead, businesses should consider allocating their marketing budget to new channels that can be more effective during a recession.

For example, look at social media platforms you haven’t used before or try out a new type of advertising. You might be surprised at how well these new channels work for your business.

Of course, you should also continue using the channels that have worked well for you in the past. But feel free to experiment with new marketing channels during a recession.

You might find a new way to reach your target market. Some channels to consider include content marketing, PR, and email marketing. These channels can effectively drive high-quality leads and sales during a recession.


3. Use Your Marketing Budget Wisely


It has yet to be determined when the next recession will hit. But when it does, businesses will need to be more creative with their budgets to stay afloat. There are a few ways to do this. –

 Focus on ROI: During a recession, you need to be extra careful with your marketing spend. Make sure you are investing in marketing strategies that will give you a good return on investment.

– Be creative: A recession is the perfect time to get creative with your marketing. Consumers will be looking for deals and discounts, so try to think of unique ways to market your products or services.

– Focus on existing customers: Focus on your most loyal customers. During a recession, it’s especially important to focus on retaining your existing customers.

– Cost cutting: Cut costs where you can. If you need to save money, look for ways to cut costs in your marketing budget without sacrificing quality.

– Generate additional revenue:  You can also generate additional revenue during a recession by diversifying your product offerings or finding new ways to sell your existing products.


4. Have a Fresh Content Strategy


A recession can be the perfect time to revisit and refresh your content strategy.

With people spending more time at home and online, there is a chance to connect with them in new and meaningful ways.

But how do you develop a content strategy that is both informative and inspiring during a time of economic hardship?

Here are a few tips:

  • Keep your audience in mind. Who are they, and what do they need from you?
  • Be empathetic. Your audience is likely going through a tough time, so ensure your content is respectful and understanding.
  • Be helpful. Your content should provide value and help your audience in some way.
  • Keep it fresh. People are looking for new and innovative ideas in a recession. If your content is stale, they will move on.


5. Redefine Lead Nurture


It is more important than ever to consider how we can best nurture our leads during a recession. What worked in the past may be less effective now, so it’s important to re-examine and redefine what lead nurturing means for your business.

Here are three ways to redefine your lead nurture strategy during a recession:

  • Shift your focus from quantity to quality: Instead of attracting as many leads as possible, focus on attracting high-quality leads that are a good fit for your business. Once you have those leads, work on developing relationships with them and providing value. This will nurture those leads and turn them into sales-ready prospects.
  • Increase your touchpoints: The more touchpoints you have, the more likely it is that a lead will eventually convert into a customer. You can increase your touchpoints by sending more emails, making more phone calls, or creating more content. The key is to find the right mix of touchpoints that works for your business and your target market.
  • Consider your customers’ needs and personalise your approach: Not all leads are created equal. You can have the best product in the world, but you need to personalise your approach to lead nurturing to close the sale. By getting to know your leads, understanding their pain points and needs, you can create a customised plan that ultimately leads to a sale.


By redefining lead nurturing for your business, you can ensure that you’re making the most of your marketing budget and making the most impactful use of your time.


Keep Your Business Running


Recessions have significantly impacted the marketing strategies of businesses across industries in the past.

However, there are still a few key strategies and best practices that companies can use to drive sales pipeline and keep their business running during a recession. If your company is interested in implementing any of these strategies, please get in touch with our experts by filling out the form below.


Thanks for reaching out. Please enter the information below and we will be in contact very soon.

All fields required