A sluggish economy and the ongoing debate about whether we’ll dip into a recession contributes to a slow market for B2B buying, including in the HR tech space. If your revenue is dipping or stagnant, chances are the pressure is on for your marketing team.

Listen to this episode to hear about important considerations on how to adjust, how not to lose traction on your demand generation program, and where to look for short-term opportunities to win business.  

[00:24] Intro: Economic uncertainties, recession fears and tightening budgets

[04:21] Avoid pivoting to short-term only marketing initiatives

[07:15] With marketing budgets down, it’s an opportunity to stand out

[09:38] Continue to fuel your demand generation engine

[10:45] Capturing demand vs. creating demand

[11:50] Balancing short- and long-term programs

[15:02] Don’t throw away what’s working—and trust your gut on programs you’ve built that aren’t as measurable, i.e., brand ambassador social media programs and the likes

[18:10] Why not to lose the audience you worked so hard to capture

[21:13] Find short-term opportunities, but keep your attention squarely on nurture programs

[22:34] Explore cross-sell and up-sell opportunities 

[23:48] Key takeaway

[24:44] Outro

The Demand Gen Fix is hosted by Deanna Shimota, CEO of GrowthMode Marketing. Listen to our team of marketing experts and featured guests drop knowledge on how HR tech companies can maximize the success of their marketing for today’s B2B prospects. Learn more at www.growthmodemarketing.com.