As many B2B marketers already have to do more with less, news of recession feels like lighter fluid being poured on the fire. This renewed sense of panic and pressure can make it harder to decide on the best response, all while having to justify marketing's value to stakeholders who might be earmarking it as the first cut to make.
Play it too safe and conservative, and you could sacrifice your competitive edge. But with a few tactical recalibrations, you could actually increase the ROI of your marketing spend, despite the economic downturn. Here’s
