In our 40-year history, Miller Brooks has helped our B2B clients weather many a financial storm. Those in the built environment face unique challenges—tightened budgets, stalled projects, and longer sales cycles. Through our experience, we know there are smart, strategic ways to not just survive a slowdown, but position your brand to thrive when the market rebounds.
- Double Down on Customer Relationships – Now’s the time to deepen existing relationships. Offer proactive support, flexible terms, or technical consulting. Your business runs on trust—being a reliable partner now earns long-term loyalty.
- Maintain (or Even Increase) Marketing Efforts – It might feel counterintuitive, but history shows brands that stay visible during recessions gain market share. Reallocate your spend toward high ROI channels—think digital advertising, content marketing, and targeted email campaigns. Stay present while your competition pulls back.
- Focus on ROI-Driven Messaging – Buyers are budget-conscious during downturns. Emphasize how your products save time, reduce waste, lower costs, or improve durability. Case studies, ROI calculators, and proof of performance go a long way in helping clients justify a purchase.
- Reevaluate Your Product-Market Fit – Are your products aligned with current market needs? For example, energy-efficient or cost-saving materials may see higher demand. Pay attention to shifting priorities and adapt your positioning accordingly.
- Be Agile with Sales and Planning – What worked six months ago may not work today. Use shorter planning cycles (quarterly instead of annually) and keep your sales and marketing teams aligned, so you can pivot quickly based on what’s happening in the field.
- Invest in Digital Tools and Marketing Automation – If you haven’t already, now’s the time to digitize. CRMs, marketing automation platforms, and digital catalogs help streamline operations and keep leads moving through the funnel—even with leaner teams.
- Build Thought Leadership – Publish content that showcases your expertise—white papers, webinars, project spotlights, and industry insights. When buyers aren’t ready to purchase, they’re often researching. Be the brand they trust for credible information.
- Support Distributors and Channel Partners – Your partners are facing the same headwinds. Equip them with marketing materials, updated product info, training, and co-branded campaigns to keep the momentum going throughout the sales chain.
- Monitor Competitor Activity – Pay attention to who’s pulling back to see where you can step in. If a competitor reduces visibility in a key market or product category, there may be an opportunity to gain share with targeted promotions or messaging.
- Prepare for the Rebound – Downturns don’t last forever. Use this time to tighten operations, test new strategies, and set the stage for accelerated growth when demand returns.
We’ve helped B2B brands weather downturns before—and they’ve come out stronger. Let’s build a strategy that gets you ahead. Contact Miller Brooks to get started.
