Summary
As demand and account-based marketing (ABM) leaders plan for 2023, they must prepare for continued economic uncertainty increasing pressure to reduce their budgets. Making cuts to marketing spending during a recession is simple mechanically but risky strategically because marketing activity influences market visibility, customer relationships, and business outcomes. Done well, marketing can grow a business out of a slump. This report highlights the key areas in which demand and ABM leaders should be investing, divesting, and experimenting to ensure success in 2023 and beyond.
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