You have to cut back your marketing budget. There’s no easy answer on what to keep and what to sacrifice. But by investing more time—not more money—online marketing can still be an effective part of your btob marcom program. Even in uncertain times.

Focus on content.
This is the first, and persistent, item on my list. You must commit to producing fresh and valuable content. Better content means a better site, search rankings, and user experience—which support better conversions. If you aren’t willing to commit to producing content then there’s no point in reading on.

Leverage social media.
More marketers are using social media,
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I'm a big fan of Mad Men, the television drama series on AMC that depicts the advertising business in the 1960s. I've seen every episode. In fact, I even have my favorites saved on the home DVR. Therefore, it should likely come as no surprise that I'm including it as the introduction to my latest post.

Mass communications was the name of the game fifty years ago.
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