There's plenty of debate online about the merits of marketing spend in a recession, but the reality is that many B2B firms are currently cutting back on large-scale investment
"If your company is one of those scaling back or even hitting 'pause' on external spend, there are still plenty of ways to invest in marketing content, infrastructure, data, creative and other areas that will pay big dividends when things get back to normal. Here are 10 ideas to consider.
1. Map your content.
Audit your existing content library and map each asset by form factor, persona, vertical and funnel stage (early, mid, late). A content map is a great way to take stock of your existing assets and identify gaps, particularly for ABM, where content that speaks to very specific personas or industries is key..."
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