How INFUSE leveraged Recession Marketing to achieve 12,000% ROI during the pandemic 3-step process to resonate with leads’ pain
points during a recession and deliver
the solutions they need

All ongoing campaigns were paused to assess if they were timely with the new economic scenario and the pressing concerns of the COVID-19 pandemic. The main goal of this step was to avoid out of date messaging from reaching leads, which without the proper adjustments could fall flat with prospects facing new business challenges.

Therefore, all content was evaluated to assess if there were necessary changes for it to resonate with the new times and the challenges being faced by our clients and prospects. This process was vital as it served as a benchmark for our content marketing campaigns in 2020 and 2021.

In times of adversity, growth is often the first Key Performance Indicator (KPI) to suffer, especially when economies begin to soften. After all, investment is essential to fuel growth.

Despite the difficulties of the pandemic, we identified a critical opportunity to expand our team across the world and adopt a fully remote model. This allowed us to diversify our team and tap into global talent to find individuals passionate about demand generation and the success of our business.

Part of this initiative included launching a global Sales Development Representative (SDR) team to not only reach a wider market, but to also boost our ability to connect prospects with their local contacts. This was also supported by growing our Client Success team.

Although already the largest and oldest Client Success team in the demand industry, we are continuously looking to optimise client experience. As a result of our expansion, our global team was empowered to meet our clients’ needs in record times (48% of responses in 15 minutes or less), thanks to having members based across multiple time zones.

Our teams continue to grow even now, to evolve our processes and strategies ahead of new challenges as they develop.

H2H operates from the point of view that behind each business, are real people with real needs, whether it be B2B or B2C. After all, more genuine and personal outreach is always appreciated by prospects and clients alike, even outside of the context of an economic adjustment.

One of the key components of H2H we implemented was thought leadership, with the C-suite publishing content in their own words. Apart from serving to help boost the promotion of services on our C-suite’s LinkedIn profiles, this strategy also helped to address common concerns and demonstrate INFUSE’s dedication to driving results for our clients, no matter the obstacle.

Our sales team was also encouraged to create their own content to also establish themselves as thought leaders and experts who could share valuable insights. This also encouraged target accounts to build relationships with sales representatives who, whilst representative of the brand, were able to show their own style and ideas to their audience.

With a new approach to our marketing, we were listening to leads and clients more attentively than ever before and responding to their concerns.

Lead generation was a problem for most clients and leads we spoke with, so we refocused our core strategies around the salient question: How can lead generation and demand generation be maintained (or better yet, increased) during economic uncertainty?

Many companies decrease spending during a recession. However, we not only decided to maintain our marketing budget, but also developed new solutions designed to meet this pressing challenge for clients, particularly in a time when buying committees are reluctant to spend.

From 2020 to 2021, we created two solutions to boost lead generation for our audience:

Free 100 & Business Reopening Program