If Economic Uncertainty Is Here, You’ll Need These 8 Great Marketing Steps to Take Today.

If Economic Uncertainty Is Here, You’ll Need These 8 Great Marketing Steps to Take Today.

Every day there’s a new report that raises questions about sales prospects for the next few months: declining consumer confidence, Goldman Sach’s recent predictions about how likely an upcoming recession is (40%), and of course the on-again off-again tariff discussion.

It’s impossible to get past the economic uncertainty. But it’s no reason to hunker down and hope for the best in generating revenue.

If we’re in for a downturn, this is the fifth downturn since 1980 that many of us have experienced. The lessons from each are the same: some companies take advantage of a downturn to come out stronger on the other side, and others lose share.

Here’s what to do:

1. Focus More on Generating Opportunities, Not Just Leads Flip your priorities from lead generation to a laser-focus on opportunities. Leads are important, but they don’t always translate into immediate sales. Content and campaigns have to uncover those with immediate intent to purchase. Prioritize the quality of your leads, not just the quantity.

   Start by leveraging intent data, which reveals the behavior and interests of prospects showing clear signs of a need for your product or service. This means engaging with those prospects who are actively looking for solutions, rather than casting a wide net and hoping for the best. Tighten your messaging on true pain points and “switch” messaging to get people to move to your solutions. Look for those in the buying process, not the learning/educational early stage.

2. Tighten Up Internal Sales Processes and Follow-Up Systems This is no time for uneven and inconsistent follow-up systems or awkward lead-routing sequences. Efficiency is key when it comes to converting opportunities into sales. If you don’t have the tools and staffing in place to follow up on inquiries and meeting requests within minutes, they may move on to your competitors.

   Set a company-wide standard that all incoming leads must be responded to within 5 minutes. Look for process gaps in your sales pipeline. Are there bottlenecks in your follow-up strategy? Are your salespeople spending too much time on non-sales activities? Streamline processes wherever possible to ensure your team is working efficiently.

3. Add New Lead Response and Prospecting Technologies Technology can play a huge role in speeding up your sales processes and helping you reach the right prospects faster. The right sales enablement and prospecting technologies can improve your response rates and sales outcomes.

   Consider adding tools like RB2B, ZoomInfo, and tighter CRM integration. These technologies can help you gather high-quality, actionable prospect data, segment your audience more effectively, and personalize your outreach. By integrating these technologies with your CRM, you’ll be able to track every interaction, enabling your team to follow up in a more meaningful way and have more impactful conversations.

4. Ensure Your Website is Optimized for Conversion According to a recent marketing study conducted by EEtech, your website is the #1 place – replacing Google! – where searchers go to find new products. If your site is not optimized for conversion and technical content depth, you will be missing out on prospects in the buying process today.

   Make it easy for visitors to find what they’re looking for and quickly connect with your team. Tools like live chat, AI-driven chatbots, content calculators, testimonials and enhanced search functionality can help guide visitors through their decision-making process and increase the likelihood of conversion.

   Don’t forget the importance of clear calls to action (CTAs). Each page of your website should have a clear, concise CTA that directs visitors to take the next step, whether it’s scheduling a demo, requesting a quote, or speaking with a sales representative.

5. Ramp Up Outbound Calls to Existing Customers Are your salespeople hunters or farmers? Many companies have staffed their sales teams with excellent, technical people who can follow up on leads, but they’re not the proactive hunters who find new customers and opportunities. During a downturn, companies with farmers are left behind as passive, losing ground to the more aggressive hunter-based teams that are better positioned to gain ground especially when sales are scarce.

   One of the best ways to generate sales opportunities is by reaching out to your existing customer base. Outbound calls to customers who haven’t placed orders in the past 6 months, as well as those with lost quotes, can provide an immediate boost to your sales pipeline.

   When you reach out, don’t just focus on selling. Ask them how they are preparing for tariffs and economic uncertainty. This can open up an important conversation about their current challenges and potential needs. Offer solutions like stocking orders, extending payment terms, or introducing new products that might help them stay competitive during turbulent times. Sharing what other customers are doing can help your clients feel more secure in their decisions to buy from you.

   By proactively reaching out, you not only nurture your existing relationships but also demonstrate that you’re a trusted partner, ready to help them navigate uncertain times.

6. Generate New Revenue Streams This is a great time to innovate and expand your offerings. The uncertain economic landscape can open doors for new opportunities. If you’ve been sitting on a new campaign, new application, or new service, it may be time to bring it to life.

   Ask yourself, “Is there an untapped market, geography, persona, or application that we can target today?” For example, consider launching a targeted marketing campaign focused on a new vertical, a new product line, or additional value-added services. Now is the perfect time to innovate, as businesses are always looking for ways to stay ahead of the competition during uncertain times.

7. Launch a Referral Campaign Your existing customers are one of your most valuable assets when it comes to generating new business. Referral campaigns can help you tap into their networks and attract high-quality leads. Reach out to satisfied customers and ask them for referrals.

   Actionable tip: Call your customers for a client satisfaction call, and while you’re speaking with them, ask if they know anyone who might benefit from your products or services. Offer incentives for referrals, whether it’s discounts, rewards, or recognition. Referral campaigns often generate highly qualified leads since they come from trusted sources.

8. Reconnect with Former Customers Who’ve Changed Jobs Many B2B sales opportunities come from reconnecting with former customers. People change jobs often, and when they do, they might need your products or services at their new company. Reach out to past customers who’ve moved on to new roles and see if their new employer needs the solutions you provide. It’s the easiest way to close a new customer quickly!

   Consider implementing a system to track where former customers are now and proactively reach out when they switch jobs. This not only helps you reconnect with valuable contacts but also gives you the chance to generate business from a familiar face in a new position.

Final Thoughts to Fill the Pipeline

There’s always another side to every economic cycle, whether it’s long or short, steep or mild. So take steps today to fill your sales pipeline and put your company on the side of those who win the downturn battle. It’s a time for a sense of urgency, a time for action and a time to gain competitive advantage.