‘5 Smart Ways Marketers Can Prepare for Unexpected Changes’ – HubSpot
Ben Cotton says, “Let’s face it: 2016 (so far) has brought about a number of shocks, surprises, and setbacks for businesses — from stock market instability to events like Brexit. And as a result, it’s likely that many people are likely feeling a little less certain about their strategies than they did a year ago.
Now, I’m not suggesting this heralds the return of the wartime CEO, but a lack of certainty always forces business leaders and marketers to look at ways they can add more predictability to their organisations. They want to increase operational efficiency so no spend goes to waste, but also balance this by investing in sales and growth.
Thankfully there’s an existing playbook marketers can follow to help navigate uncertainty. Below you’ll find five smart ways that marketers can think ahead during times of transition and change.
5 Smart Ways Marketers Can Prepare for Unexpected Changes
1) Double down on testing.
If your competitors are tightening their belts and scaling back marketing investments, use this to your advantage by doubling down on testing. The most effective marketing leaders encourage a culture of testing within their teams and run experiments to A/B test and optimise activity at every stage of the marketing funnel. Doing this helps to improve the operational efficiency across the board”.
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