Executive Summary (This is a document excerpt)

Recessions send business marketers scrambling to protect budgets or rebalance the marketing mix once inevitable cuts occur. However, long after this downturn subsides, entirely different business buying behavior will emerge as prospects turn to online resources and communities to validate and make purchase decisions. Rather than hiding their heads in the sand, now is the time for marketers to clean up customer data management practices, redesign marketing metrics, and focus on community marketing to not only keep existing customers in the fold but build stronger relationships and advocacy that boost sales pipelines when economic conditions turn around.

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