6 things you should do to adapt to tough market conditions

Your 2023 marketing strategy probably won't work It's probably perfect based on what happened in 2022 You're doing all the right things You've done the math and worked out that the budget balances And then *CRUSH* Recession's coming and your CFO tells you your budget's being cut Now your growth goals don't look so realistic Here's 6 things you should be doing right now: 1. Consolidating marketing technology spend into better products that go further for you – you're likely paying for multiple products with overlapping functionalities 2. Cutting underperformant ad spend – we generally find 40-60% of ad spend is ineffective when we start working with clients. How would you like 40% of your ad spend back? 3. Using email to revive dead deals – it's not just a sales activity. Sales have likely forgotten about all those dead deals. But 2023 is going to create a whole lot of changing pain points. Imagine priorities have changed and now your product is top of the list! That's 'free' revenue for anyone who emails at the right time with the right offer 4. Using email to move customers to annual deals – many of your customers are looking for a price saving right now just like you are! Offering annual upgrades for customers can be a great way to get cashflow for you and align their incentives to yours. Twist: offer additional capacity or months free vs cutting your cost to them 5. Revisiting your messaging to align to customers pain points in a recessionary environment – I made the point earlier but your messaging should be changing in response to your customers changing pain points too. If they're not feeling it yet, they're about to. So get to work on understanding them today! 6. Repurposing the inefficient ad spend as investment in fresh creative, campaigns and additional pain point focused content – everyone's got wasted ad spend. If you took that 40% ad spend you found and reinvested into new or improved campaigns, what could you achieve? Likely significantly more! Focus on decoupling investment and returns this year. You do that by increasing quality pipeline contribution, decreasing customer acquisition cost and increasing life time value Don't get rekt. === SaaS Marketing Bites is produced by B2B SaaS marketing agency Powered by Search . It's hosted by Head of Growth Marc Thomas. You can follow @iammarcthomas or Powered By Search CEO Dev Basu @devbasu on Twitter for more updates and marketing insights. If you enjoyed this episode, you can do the following things right away: 1 Claim your Free SaaS Scale Session. If you’d like to work with us to turn your website into your best demo and trial acquisition platform, claim your FREE SaaS Scale Session . One of our growth experts will understand your current demand generation situation, and then suggest practical digital marketing strategies to double your demo and trial traffic and conversion fast. 2 If you’d like to learn the exact demand strategies we use for free , go to our blog or visit our resources section, where you can download guides, calculators, and templates we use for our most successful clients. 3 If you’d like to work with other experts on our team or learn why we have off the charts team member satisfaction score, then see our Careers page. 4 If you know another marketer who’d enjoy reading this page, share it with them via email, Linkedin, Twitter, or Facebook.

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6 things you should do to adapt to tough market conditions is an episode from SaaS Marketing Bites from Powered By Search by Marc Thomas.

This episode is 17:24 long.

This episode was published on Nov 15, 2022.

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