Though this HBR article primarily focuses on the marketing of B2C products, rather than B2B services, there are many relevant aspects for the professional services world. Spending money on our best prospects through targeted digital advertising is yielding positive results, while keeping EQ and humor in all our communications is proving crucial to staying effectively connected to employees and clients. Now is not the time to cut marketing budgets. We are spending more wisely and prioritizing the strategic initiatives that will help our firm globally.
I've included some curated tweets directly related to the HBR article, but also some that link to pieces about how to better spend your marketing dollars. I hope you find them useful. At A&M, spending our smart dollars on targeted recruits and prospects includes: Passle, Global LinkedIn Training and increasing our use of videos and digital ads.
Companies that have bounced back most strongly from previous recessions usually did not cut their marketing spend, and in many cases actually increased it. But they did change what they were spending their marketing budget on and when to reflect the new context in which they operated.