How B2B Marketers Can Thrive in Uncertain Economic Times

With the United States’ recent imposition of sweeping tariffs, volatile policy shifts, and a challenging economic outlook, B2B marketers in industries like manufacturing, healthcare, government, e-commerce, and professional services – among many others – are facing unprecedented headwinds.

New tariffs are raising costs, disrupting supply chains, and fueling uncertainty. Economic growth is projected to slow, and business investment is stalling as companies wait for clarity.

With the right strategies, though, these challenges can become opportunities for marketers and the organizations they work for to build resilience, deepen customer relationships, and drive growth. In fact, these are times when you can grab market share as your competitors become cautious.

Critical Strategies for B2B Marketers in Times of Economic Uncertainty

In times of economic volatility, B2B marketers must be agile, data-driven, and laser-focused on value.

1. Double Down on Data and Analytics

Use data as your compass. Monitor KPIs closely to identify which campaigns are delivering ROI and which ones are underperforming.
Regularly audit your digital marketing efforts, such as SEO, digital advertising, and UX, to ensure resources are allocated to the most effective channels and are setting you up for the best conversion opportunities.

2. Stay Agile

Embrace change. Be ready to pivot your digital marketing strategy quickly as market conditions and customer needs evolve.
Test new approaches. Leverage A/B testing for email, landing pages, and advertising, and conduct user experience research on your website and other digital properties. Don’t be afraid to take calculated risks to uncover what resonates best and will help you most effectively meet user needs.

3. Focus on Value and Customer Relationships

Shift your messaging to emphasize cost savings, efficiency, and reliability, which are key concerns for customers facing their own financial pressures.
Invest in relationship building. Check in with your customers often to understand their evolving needs.
Prioritize loyalty and satisfaction. Retaining existing customers is more cost-effective than acquiring new ones.

4. Optimize and Repurpose Content

Maximize the value of your current content by repurposing white papers, webinars, and case studies into new formats like blog articles, short-form videos, infographics, and social media posts.
Focus on evergreen content that addresses the full buyer journey and remains relevant regardless of short-term market shifts.

5. Invest in Automation and AI

Use automation tools to help you do more with less, from nurturing leads to managing campaigns and tracking results.
Leverage AI platforms to personalize experiences at scale and free up your team to focus on strategy and creativity.

6. Prioritize Cost-Effective Digital Channels

SEO, email marketing, and content marketing tend to offer high ROI and allow for precise targeting and measurement. People will continue to browse online, making search engine optimization even more valuable.
With tools such as ChatGPT, Gemini and others becoming more popular, adapt your content strategy to include generative engine optimization/answer engine optimization.
Paid social and digital advertising can help you reach qualified leads efficiently, especially if your competitors pull back on their ad spend.

7. Optimize Your Website and User Experience

Ensure your website provides an exceptional user experience. This includes making your site mobile responsive if it isn’t already, fast, and optimizing for conversions in order to capture high-intent traffic. Read more about why user experience is your new competitive advantage.
Streamline the customer journey to reduce friction and improve conversion rates.

8. Communicate Transparently

Let customers know about potential price changes or supply chain disruptions.
Highlight domestic capabilities or alternate sourcing strategies where possible.

9. Don’t Stop (or Cut Back) on Marketing

Continue your marketing investment. History shows that reducing marketing spend during economic uncertainty and downturns is a mistake – even if it feels like the right thing to do.
Be more strategic. While you shouldn’t reduce your marketing budget, you should absolutely be more strategic about how you spend your marketing dollars, including honing your channel selection and messaging. See all previous tips.

While the current economic environment is challenging, it also presents a unique opportunity for B2B marketers to demonstrate resilience, creativity, and leadership. By focusing on data, agility, customer value, and digital efficiency, you can position your organization to weather the storm – and emerge even stronger when stability returns.

Need help shifting your digital strategy or auditing digital initiatives to ensure they’re working as hard as possible for you in these uncertain times? Contact us or learn more about our digital marketing services.

Authored By

Edward Kozlowski

Digital Marketing Practice Lead

Jaimie Somlai

Marketing Director / Sr. Brand Strategist

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440294/Blog/How-B2B-Marketers-Can-Thrive-in-Uncertain-Economic-Times4<p style="margin-bottom:11px; margin-top:5px">With the United States&rsquo; recent imposition of sweeping tariffs, volatile policy shifts, and a challenging economic outlook, B2B marketers in industries like manufacturing, healthcare, government, e-commerce, and professional services &ndash; among many others &ndash; are facing unprecedented headwinds.&nbsp;</p>

<p>New tariffs are raising costs, disrupting supply chains, and fueling uncertainty.&nbsp;<a href="https://www.spglobal.com/ratings/en/research/articles/250325-economic-outlook-u-s-q2-2025-losing-steam-amid-shifting-policies-13450076#:~:text=As%20a%20result%2C%20S&amp;P%20Global%20Ratings%20forecasts,and%20average%20roughly%202.0%%20per%20year%20thereafter.&amp;text=We%20now%20forecast%20the%20economy%20will%20only,larger%20by%20year%2Dend%202025%20versus%20year%2Dend%202024." linktype="3" rel="noopener noreferrer" target="_blank">Economic growth is projected to slow</a>, and business investment is stalling as companies wait for clarity.&nbsp;</p>

<p>With the right strategies, though, these challenges can become opportunities for marketers and the organizations they work for to build resilience, deepen customer relationships, and drive growth. In fact, these are times when you can grab market share as your competitors become cautious.&nbsp;</p>

<h2 style="margin-bottom:11px; margin-top:5px">Critical Strategies for B2B Marketers in Times of Economic Uncertainty</h2>

<p>In times of economic volatility, B2B marketers must be agile, data-driven, and laser-focused on value.</p>

<h3>1. Double Down on Data and Analytics</h3>

<ul>
	<li><strong>Use data as your compass</strong>. Monitor KPIs closely to identify which campaigns are delivering ROI and which ones are underperforming.</li>
	<li><strong>Regularly audit your digital marketing efforts</strong>, such as <a href="https://www.nwsdigital.com/SEOAudit" linktype="3" target="_self">SEO</a>, <a href="https://www.nwsdigital.com/DigitalAdsAudit">digital advertising</a>, and <a href="https://www.nwsdigital.com/CheckMyUX">UX</a>, to ensure resources are allocated to the most effective channels and are setting you up for the best conversion opportunities.</li>
</ul>

<h3>2. Stay Agile</h3>

<ul>
	<li><strong>Embrace change</strong>. Be ready to <a href="https://www.nwsdigital.com/Services/Digital-Marketing/Agile-Digital-Marketing">pivot your digital marketing strategy quickly</a> as market conditions and customer needs evolve.</li>
	<li><strong>Test new approaches</strong>. Leverage A/B testing for email, landing pages, and advertising, and conduct <a href="https://www.nwsdigital.com/Blog/How-UX-Research-Guides-Content-Design-to-Improve-User-Experience">user experience research</a> on your website and other digital properties. Don&rsquo;t be afraid to take calculated risks to uncover what resonates best and will help you most effectively meet user needs.</li>
</ul>

<h3>3. Focus on Value and Customer Relationships</h3>

<ul>
	<li><strong>Shift your messaging</strong> to emphasize cost savings, efficiency, and reliability, which are key concerns for customers facing their own financial pressures.</li>
	<li><strong>Invest in relationship building</strong>. Check in with your customers often to understand their evolving needs.</li>
	<li><strong>Prioritize loyalty and satisfaction</strong>. Retaining existing customers is more cost-effective than acquiring new ones.</li>
</ul>

<h3>4. Optimize and Repurpose Content</h3>

<ul>
	<li><strong>Maximize the value of your current content</strong> by repurposing white papers, webinars, and case studies into new formats like blog articles, short-form videos, infographics, and social media posts.</li>
	<li><strong>Focus on evergreen content</strong> that addresses the full buyer journey and remains relevant regardless of short-term market shifts.</li>
</ul>

<h3>5. Invest in Automation and AI</h3>

<ul>
	<li><strong>Use automation tools</strong> to help you do more with less, from nurturing leads to managing campaigns and tracking results.</li>
	<li><strong>Leverage AI platforms</strong> to personalize experiences at scale and free up your team to focus on strategy and creativity.</li>
</ul>

<h3>6. Prioritize Cost-Effective Digital Channels</h3>

<ul>
	<li><strong><a href="https://www.nwsdigital.com/Services/Digital-Marketing/SEO-and-Content-Strategy">SEO</a>, email marketing, and content marketing</strong> tend to offer high ROI and allow for precise targeting and measurement. People will continue to browse online, making search engine optimization even more valuable.</li>
	<li><strong>With tools such as ChatGPT, Gemini and others</strong> becoming more popular, adapt your content strategy to include <a href="/Blog/Optimizing-Content-for-Generative-AI-Search" linktype="8" target="_self">generative engine optimization/answer engine optimization</a>.&nbsp;</li>
	<li><strong>Paid social and <a href="https://www.nwsdigital.com/Services/Digital-Marketing/Digital-Advertising">digital advertising</a></strong> can help you reach qualified leads efficiently, especially if your competitors pull back on their ad spend.</li>
</ul>

<h3>7. Optimize Your Website and User Experience</h3>

<ul>
	<li><strong>Ensure your website provides an exceptional user experience</strong>. This includes making your site mobile responsive if it isn&rsquo;t already, fast, and optimizing for conversions in order to capture high-intent traffic. <a href="https://www.nwsdigital.com/Blog/User-Experience-Your-New-Competitive-Advantage">Read more about why user experience is your new competitive advantage</a>.</li>
	<li><strong>Streamline the customer journey</strong> to reduce friction and improve conversion rates.</li>
</ul>

<h3>8. Communicate Transparently</h3>

<ul>
	<li><strong>Let customers know about potential price changes</strong> or supply chain disruptions.</li>
	<li><strong>Highlight domestic capabilities</strong> or alternate sourcing strategies where possible.</li>
</ul>

<h3>9. Don&rsquo;t Stop (or Cut Back) on Marketing</h3>

<ul>
	<li><strong>Continue your marketing investment</strong>. History shows that <a href="https://hbr.org/2020/08/dont-cut-your-marketing-budget-in-a-recession" linktype="3" rel="noopener noreferrer" target="_blank">reducing marketing spend during economic uncertainty and downturns is a mistake</a> &ndash; even if it feels like the right thing to do.</li>
	<li><strong>Be more strategic</strong>. While you shouldn&rsquo;t reduce your marketing budget, you should absolutely be more strategic about how you spend your marketing dollars, including honing your channel selection and messaging. <em>See all previous tips.</em></li>
</ul>

<p>While the current economic environment is challenging, it also presents a unique opportunity for B2B marketers to demonstrate resilience, creativity, and leadership. By focusing on data, agility, customer value, and digital efficiency, you can position your organization to weather the storm &ndash; and emerge even stronger when stability returns.</p>

<p><em>Need help shifting your digital strategy or auditing digital initiatives to ensure they&rsquo;re working as hard as possible for you in these uncertain times? <a href="https://www.nwsdigital.com/Contact-Us" linktype="3" target="_self">Contact us</a> or learn more about our <a href="https://www.nwsdigital.com/Services/Digital-Marketing">digital marketing services</a>. </em>&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;<span style="font-size:11pt"><span style="line-height:110%"><span style="font-family:Arial,sans-serif"><em>&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; </em></span></span></span><span style="font-size:11pt"><span style="line-height:110%"><span style="font-family:Arial,sans-serif"></span></span></span></p>
/Northwoods-2020/Hero-Images/Hiker-Looking-Out-Over-Mountains.pngHiker looking out over the mountainsJaimie Somlai & Edward Kozlowski/Northwoods-2020/People/Jaimie-Somlai.jpgJaimie Somlai standing in front of a log cabin with soft, warm lighting<script charset="utf-8" type="text/javascript" src="//js.hsforms.net/forms/embed/v2.js"></script><script>hbspt.forms.create({ region: "na1", portalId: "23630176",  formId: "40c5bbae-05a2-42ea-94dd-1662181fd56e"  });</script>/Northwoods-2023/Blog/Social-Cards/How-B2B-Marketers-Can-Thrive-in-Uncertain-Economic-Times---Blog-Social-Card.jpg?LargeHow B2B Marketers Can Thrive in Uncertain Economic Times2025-05-05T00:00:00/Northwoods-2023/Blog/Social-Cards/How-B2B-Marketers-Can-Thrive-in-Uncertain-Economic-Times---Blog-Social-Card.jpgWith the right strategies, economically challenging times offer opportunities for B2B marketers to build resilience, deepen customer relationships, and drive growth.3938016/People/Edward-KozlowskiEdwardKozlowskiDigital Marketing Practice Lead<p>Ed has more than thirteen years&rsquo; experience in SEO, PPC, and email marketing for both B2B and B2C organizations. He&rsquo;s certified in Google Ads, Measurement Marketing, and Google Tag Manager, and uses analytics and research to develop exceptional digital strategies. Ed enjoys helping each client determine where they sit in the digital landscape and finding ways to improve. In his free time, Ed is an avid rock climber, skier and loves spending time with his chocolate lab mix Benson.&nbsp;</p>

<p>&nbsp;</p>

<p><span style="font-size:11pt"><span style="font-family:Calibri,sans-serif"></span></span></p>Edward Kozlowski/Northwoods-2020/People/Ed-KozlowskiEdward KozlowskiAdd-In Type - NWS Data ModulesAudience - NWS Data ModulesCategory - NWS Data ModulesCommittee - NWS Data ModulesDivision - NWS Data ModulesEvent Audience - NWS Data ModulesEvent Service - NWS Data ModulesEvent Type - NWS Data ModulesFile Type - NWS Data ModulesLocality - NWS Data ModulesModule - NWS Data ModulesPackage Type - NWS Data ModulesPerson - NWS Data ModulesPersonID - NWS Data ModulesEdward KozlowskiPractice Area - NWS Data ModulesProduct Version - NWS Data ModulesProductVersion - NWS Data ModulesRecord Maturity - NWS Data ModulesRecorded Webinar TopicsRegion - NWS Data ModulesResource Type - NWS Data ModulesSite Display - NWS Data ModulesSkillLevel - NWS Data ModulesTopic - NWS Data ModulesVideo Status - NWS Data ModulesVideoAudience - NWS Data ModulesVideoClassification - NWS Data ModulesVideoStatus - NWS Data ModulesTeamAll StaffStrategists3620611/People/Jaimie-SomlaiJaimieSomlaiMarketing Director / Sr. Brand Strategist<p>Jaimie has a passion for integrated marketing, helping both Northwoods and its clients to create consistent branding and messaging across traditional and digital mediums. She specializes in strategic marketing with a focus on marketing communications, brand strategy, brand identity development, analytics, and writing/editing. Jaimie is a natural leader and holds certificates in Executive Leadership and Performance Leadership from Cornell University. Her caffeinated drink of choice is coffee, and when she&rsquo;s not at work, you can find her curled up with a crossword puzzle, dogs Lucca and Sienna, or her cat Philip.</p>Jaimie Somlai/Northwoods-2020/People/Jaimie-Somlai.jpgJaimie SomlaiAdd-In Type - NWS Data ModulesAudience - NWS Data ModulesCategory - NWS Data ModulesCommittee - NWS Data ModulesDivision - NWS Data ModulesEvent Audience - NWS Data ModulesEvent Service - NWS Data ModulesEvent Type - NWS Data ModulesFile Type - NWS Data ModulesLocality - NWS Data ModulesModule - NWS Data ModulesPackage Type - NWS Data ModulesPerson - NWS Data ModulesPersonID - NWS Data ModulesJaimie SomlaiPractice Area - NWS Data ModulesProduct Version - NWS Data ModulesProductVersion - NWS Data ModulesRecord Maturity - NWS Data ModulesRecorded Webinar TopicsRegion - NWS Data ModulesResource Type - NWS Data ModulesSite Display - NWS Data ModulesSkillLevel - NWS Data ModulesTopic - NWS Data ModulesVideo Status - NWS Data ModulesVideoAudience - NWS Data ModulesVideoClassification - NWS Data ModulesVideoStatus - NWS Data ModulesTeamAll StaffSales/MktgAdd-In Type - NWS Data ModulesAudience - NWS Data ModulesCategory - NWS Data ModulesCommittee - NWS Data ModulesDivision - NWS Data ModulesEvent Audience - NWS Data ModulesEvent Service - NWS Data ModulesEvent Type - NWS Data ModulesFile Type - NWS Data ModulesLocality - NWS Data ModulesModule - NWS Data ModulesPackage Type - NWS Data ModulesPerson - NWS Data ModulesPersonID - NWS Data ModulesEdward KozlowskiJaimie SomlaiPractice Area - NWS Data ModulesProduct Version - NWS Data ModulesProductVersion - NWS Data ModulesRecord Maturity - NWS Data ModulesRecorded Webinar TopicsRegion - NWS Data ModulesResource Type - NWS Data ModulesSite Display - NWS Data ModulesNWS DigitalSkillLevel - NWS Data ModulesTopic - NWS Data ModulesBrand & Marketing StrategyData & AnalyticsDigital AdvertisingDigital MarketingSEO & Content MarketingVideo Status - NWS Data ModulesVideoAudience - NWS Data ModulesVideoClassification - NWS Data ModulesVideoStatus - NWS Data Modules02025-05-05T07:11:29.27300