{"id":1614,"date":"2023-01-05T19:51:00","date_gmt":"2023-06-06T19:51:10","guid":{"rendered":"https:\/\/www.salesforce.com\/?p=1614"},"modified":"2023-06-15T03:31:02","modified_gmt":"2023-06-15T03:31:02","slug":"build-resilient-marketing-strategy","status":"publish","type":"post","link":"https:\/\/www.salesforce.com\/ap\/blog\/build-resilient-marketing-strategy\/","title":{"rendered":"4 Steps to Help You Build a Resilient Marketing Strategy"},"content":{"rendered":"\n<p>Nearly every business is worried about \u2014 or already facing \u2014 slowing or declining revenue growth, as many experts feel we\u2019re heading toward challenging times. With this, the \u201cgrowth at all costs\u201d mantra of the past decade is quickly shifting to one of business resiliency and sustainable growth. Resilient marketing focuses on the ability to absorb stress, maintain healthy business operations, and adapt to new conditions.<\/p>\n\n\n\n<p>Businesses that focus more on long-term sustainability can emerge from the current economic climate stronger than they were before.&nbsp;<\/p>\n\n\n\n<p>These are 4 ways leaders can build resilient marketing in their organisations.<\/p>\n\n\n\n<div class=\"layout-one wp-block-salesforce-blog-offer\">\n\t<div class=\"wp-block-offer__wrapper\">\n\n\t\t<div class=\"wp-block-offer__content\">\n\t\t\t<h2 class=\"wp-block-offer__title\">Deliver success now<\/h2>\n\t\t\t\t\t\t\t<p class=\"wp-block-offer__description\">Learn how Customer 360 helps you increase efficiency, improve results, and lower costs.<\/p>\n\t\t\t\n\t\t\t\n\t\t\t\t\t\t\t<div class=\"wp-block-button\">\n\t\t\t\t\t<a class=\"wp-block-button__link\" target=\"_blank\" href=\"https:\/\/www.salesforce.com\/ap\/campaign\/successnow\/\">Start now<\/a>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\n\t\t<div class=\"wp-block-offer__media\">\n\t\t\t\t\t<\/div>\n\t<\/div>\n\n\t\t\t<div class=\"wp-block-offer__graphics wp-block-offer__contour\"><\/div>\n\t\n\t\t\t<!-- Standard Illustration -->\n\t\t<img decoding=\"async\" class=\"wp-block-offer__graphics wp-block-offer__illustration\" src=\"https:\/\/www.salesforce.com\/ap\/blog\/wp-content\/themes\/salesforce-blog\/dist\/images\/offer-block\/offer-illustration-layout-one.png\" alt=\"\">\n\n\t\t<!-- Small Accent Illustration -->\n\t\t\t\t\t<img decoding=\"async\" class=\"wp-block-offer__graphics wp-block-offer__accent\" src=\"https:\/\/www.salesforce.com\/ap\/blog\/wp-content\/themes\/salesforce-blog\/dist\/images\/offer-block\/offer-accent-layout-one.png\" alt=\"\">\n\t\t\n\t\t<!-- Left Side Illustration -->\n\t\t\n\t\t<!-- Cloud Illustration -->\n\t\t\t\t\t<img decoding=\"async\" class=\"wp-block-offer__graphics wp-block-offer__cloud\" src=\"https:\/\/www.salesforce.com\/ap\/blog\/wp-content\/themes\/salesforce-blog\/dist\/images\/offer-block\/offer-cloud-layout-one.png\" alt=\"\">\n\t\t\n\t<\/div>\n\n\n\n<h3 class=\"wp-block-heading has-large-font-size\" id=\"deliver-success-now\"><span>1. Realise how resilient marketing helps optimise your marketing spend <\/span> <\/h3>\n\n\n\n<p>Marketing budgets are often under increased scrutiny during economic uncertainty. You\u2019ll need to defend your marketing efforts by validating their impact and demonstrating clear results.<\/p>\n\n\n\n<p>Yet, <a href=\"https:\/\/www.salesforce.com\/ap\/form\/pdf\/3rd-marketing-intelligence-report\/?d=7013y000002ldwuAAA&amp;nc=7013y000002ldzAAAQA\" target=\"_blank\" rel=\"noopener\">80% of marketers<\/a> say their ability to track return for each marketing investment needs improvement. Investing in <a href=\"https:\/\/www.salesforce.com\/ap\/blog\/2022\/11\/crm-analytics-winter-release.html\" target=\"_blank\" rel=\"noopener\">data analytics<\/a> capabilities can help you:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Make the most of your marketing budget<\/li>\n\n\n\n<li>Reallocate spend from low-performing campaigns<\/li>\n\n\n\n<li>Quickly adjust current campaigns<\/li>\n\n\n\n<li>Suppress marketing messages for customers with open service cases<\/li>\n\n\n\n<li>Clearly demonstrate your team\u2019s impact on revenue<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading has-large-font-size\" id=\"2-evaluate-the-efficiency-of-your-current-systems-and-cut-what-doesnt-work\"><span>2. Evaluate the efficiency of your current systems \u2014 and cut what doesn\u2019t work <\/span> <\/h2>\n\n\n\n<p>You\u2019ve probably already felt the increased pressure to more strictly control \u2014 and in many cases \u2014 reduce marketing costs. Marketers are looking to reduce their spending on campaigns that aren\u2019t resonating with customers and move that money toward bigger initiatives.<\/p>\n\n\n\n<p>A great place to start is by evaluating your marketing technology tools to see how well they\u2019re still working for you. Has this become increasingly complex and bloated over the past decade? Marketing teams use <a href=\"https:\/\/www.salesforce.com\/ap\/form\/pdf\/3rd-marketing-intelligence-report\/?d=7013y000002ldwuAAA&amp;nc=7013y000002ldzAAAQA\" target=\"_blank\" rel=\"noopener\">23 different marketing systems<\/a>, on average. Begin by evaluating your tech stack to identify redundancies, inefficiencies, and tools that your team doesn\u2019t really use anymore. Identify areas where you can:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Consolidate systems and contacts<\/li>\n\n\n\n<li>Eliminate inefficient tools<\/li>\n\n\n\n<li>Reduce maintenance &amp; support costs<br><br> <\/li>\n<\/ul>\n\n\n<div class=\"wp-block-quote-article\" style=\"\"><div class=\"wp-block-quote-social-wrapper\"><figure class=\"wp-block-quote-article-quote\">\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p><span>\u201c<\/span>Marketing leaders need to act now to optimise marketing spend with a slimmer budget, improve adaptability, and work to keep current customers.\u201d<\/p>\n<\/blockquote>\n\n<div class=\"post__social post__social--v2 post__social--blockquote\">\n\n\t\n\t<ul class=\"social-nav social-nav-v2\">\n\t\t\t\t\t<li class=\"social-nav__item\">\n\t\t\t\t<a\n\t\t\t\t\taria-label=\"Share on LinkedIn (Opens in a new tab)\"\n\t\t\t\t\thref=\"http:\/\/www.linkedin.com\/shareArticle?mini=true&#038;url=https%3A%2F%2Fwww.salesforce.com%2Fap%2Fblog%2Fbuild-resilient-marketing-strategy%2F%3Futm_source%3DLinkedIn%26utm_medium%3Dorganic_social%26utm_campaign%3Dus_cbaw%26utm_content%3Dblog-ctt&#038;title=4%20Steps%20to%20Help%20You%20Build%20a%20Resilient%20Marketing%20Strategy\"\n\t\t\t\t\ttarget=\"_blank\"\n\t\t\t\t>\n\t\t\t\t\t\n<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"21\" height=\"21\" fill=\"none\"><path fill=\"#032D60\" d=\"M16.625 0H4.375A4.375 4.375 0 0 0 0 4.375v12.25A4.375 4.375 0 0 0 4.375 21h12.25A4.375 4.375 0 0 0 21 16.625V4.375A4.375 4.375 0 0 0 16.625 0M7 16.625H4.375V7H7zM5.687 5.89a1.54 1.54 0 0 1-1.53-1.543c0-.852.685-1.544 1.53-1.544.846 0 1.532.692 1.532 1.544S6.534 5.89 5.687 5.89M17.5 16.625h-2.625v-4.903c0-2.947-3.5-2.724-3.5 0v4.903H8.75V7h2.625v1.544c1.222-2.262 6.125-2.43 6.125 2.167z\" \/><\/svg>\n\t\t\t\t<\/a>\n\t\t\t<\/li>\n\t\t\t\t\t<li class=\"social-nav__item\">\n\t\t\t\t<a\n\t\t\t\t\taria-label=\"Share on Twitter (Opens in a new tab)\"\n\t\t\t\t\thref=\"https:\/\/x.com\/intent\/tweet?text=4%20Steps%20to%20Help%20You%20Build%20a%20Resilient%20Marketing%20Strategy&#038;url=https%3A%2F%2Fwww.salesforce.com%2Fap%2Fblog%2Fbuild-resilient-marketing-strategy%2F%3Futm_source%3DTwitter%26utm_medium%3Dorganic_social%26utm_campaign%3Dus_cbaw%26utm_content%3Dblog-ctt&#038;via=salesforce\"\n\t\t\t\t\ttarget=\"_blank\"\n\t\t\t\t>\n\t\t\t\t\t\n<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"32\" height=\"32\" fill=\"#032D60\" viewBox=\"0 0 32 32\"><path d=\"M17.4 14.8 23 8.3h-1.3L16.8 14 13 8.3H8.5l5.9 8.5-5.9 6.8h1.3l5.1-6 4.1 6h4.5zm-1.8 2.1-.6-.8-4.7-6.8h2l3.8 5.5.6.8 5 7.1h-2z\" \/><\/svg>\n\t\t\t\t<\/a>\n\t\t\t<\/li>\n\t\t\t\t\t<li class=\"social-nav__item\">\n\t\t\t\t<a\n\t\t\t\t\taria-label=\"Share on Facebook (Opens in a new tab)\"\n\t\t\t\t\thref=\"https:\/\/www.facebook.com\/sharer\/sharer.php?u=https%3A%2F%2Fwww.salesforce.com%2Fap%2Fblog%2Fbuild-resilient-marketing-strategy%2F%3Futm_source%3DFacebook%26utm_medium%3Dorganic_social%26utm_campaign%3Dus_cbaw%26utm_content%3Dblog-ctt\"\n\t\t\t\t\ttarget=\"_blank\"\n\t\t\t\t>\n\t\t\t\t\t\n<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"19\" height=\"19\" fill=\"none\"><path fill=\"#032D60\" d=\"M19 9.5a9.5 9.5 0 0 0-19 0c0 4.742 3.474 8.672 8.016 9.385v-6.639H5.604V9.5h2.412V7.407c0-2.38 1.418-3.696 3.588-3.696 1.04 0 2.127.185 2.127.185v2.338h-1.198c-1.18 0-1.549.733-1.549 1.484V9.5h2.635l-.421 2.746h-2.214v6.639C15.526 18.172 19 14.242 19 9.5\" \/><\/svg>\n\t\t\t\t<\/a>\n\t\t\t<\/li>\n\t\t\n\t\t<li class=\"social-nav__item\">\n\t\t\t<button\n\t\t\t\tclass=\"copy-share js-copy-link\"\n\t\t\t\taria-label=\"Copy link to clipboard\"\n\t\t\t\thref=\"#\"\n\t\t\t\tdata-clipboard-text='\"4 Steps to Help You Build a Resilient Marketing Strategy\" https:\/\/www.salesforce.com\/ap\/blog\/build-resilient-marketing-strategy\/'\n\t\t\t>\n\t\t\t\t\n<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"20\" height=\"10\" fill=\"none\"><path fill=\"#032D60\" d=\"M14.586.406h-3.667V2.24h3.667a2.76 2.76 0 0 1 2.75 2.75 2.76 2.76 0 0 1-2.75 2.75h-3.667v1.833h3.667a4.585 4.585 0 0 0 4.583-4.583A4.585 4.585 0 0 0 14.586.406m-5.5 7.334H5.419a2.76 2.76 0 0 1-2.75-2.75 2.76 2.76 0 0 1 2.75-2.75h3.667V.406H5.419A4.585 4.585 0 0 0 .836 4.99a4.585 4.585 0 0 0 4.583 4.583h3.667zm-2.75-3.667h7.333v1.833H6.336z\" \/><\/svg>\n\t\t\t<\/button>\n\t\t<\/li>\n\t<\/ul>\n<\/div>\n<\/figure><\/div><\/div>\n\n\n<h2 class=\"wp-block-heading has-large-font-size\" id=\"3-find-more-efficient-ways-to-achieve-your-goals-despite-shifting-budgets\"><br><span>3. Find more efficient ways to achieve your goals, despite shifting budgets <\/span> <\/h2>\n\n\n\n<p>Most marketing organisations are not growing as fast as they previously hoped, and in many cases they are shrinking. You may be grappling with how to make your department more efficient and agile in these rapidly-changing times.<\/p>\n\n\n\n<p>For example, 29%<a href=\"https:\/\/www.salesforce.com\/ap\/form\/pdf\/3rd-marketing-intelligence-report\/?d=7013y000002ldwuAAA&amp;nc=7013y000002ldzAAAQA\" target=\"_blank\" rel=\"noopener\"> of marketers<\/a> spend at least one week or more every month preparing data \u2014 that\u2019s time that could be better spent developing and executing resilient marketing strategies. To remain agile as marketing budgets shift, you need to make every marketing moment count:&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><a href=\"https:\/\/www.salesforce.com\/ap\/products\/marketing-cloud\/overview\/\" target=\"_blank\" rel=\"noopener\">Automate<\/a> time-consuming, error-prone tasks like Excel-based data integration and reporting, so your team is free to focus on bigger problems<\/li>\n\n\n\n<li>Identify strategies to scale personalisation efforts, like using AI to tailor newsletter content to each reader, improving campaign effectiveness<\/li>\n\n\n\n<li>Hold a call with your marketing team to identify bottlenecks like requiring IT to make basic changes to campaigns, so you can improve speed of campaign execution<\/li>\n\n\n\n<li>Explore ways to better collaborate with remote teams, ensuring everyone is on the same page<\/li>\n<\/ul>\n\n\n\n<p>Find ways to streamline your operations, placing a focus on agility. This way, you\u2019ll be prepared \u2014 not panicking \u2014 when things change.<\/p>\n\n\n\n<h2 class=\"wp-block-heading has-large-font-size\" id=\"4-lead-with-the-value-to-the-consumer\"><span>4. Lead with the value to the consumer <\/span> <\/h2>\n\n\n\n<p>As new customer acquisition becomes more challenging during economic uncertainty, marketers should adopt a strategy that focuses on retaining current customers and making sure they feel they\u2019re getting the most value. This helps protect existing revenue and is one of the surest paths to continued growth during times of uncertainty.<\/p>\n\n\n\n<p>To help customers get the most value from your products, you should consider investments in the following areas:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Developing <a href=\"https:\/\/www.salesforce.com\/ap\/blog\/2022\/11\/first-party-data-economic-uncertainty.html\" target=\"_blank\" rel=\"noopener\">a first-party data strategy<\/a>, making better use of data you collect from customer interactions<\/li>\n\n\n\n<li>Making sure customers have what they need after the sale, anticipating needs such as onboarding, education or complementary products<\/li>\n\n\n\n<li>Identifying and re-engaging customers who are undecided about purchasing<\/li>\n\n\n\n<li>Improving customer experience through real-time personalisation<\/li>\n\n\n\n<li>Starting a customer loyalty program<\/li>\n\n\n\n<li>Building immersive and customer-first experiences, such as augmented and virtual reality<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading has-large-font-size\" id=\"keep-your-focus-on-moving-forward\"><span>Keep your focus on moving forward <\/span> <\/h2>\n\n\n\n<p>It can be tempting to pause innovation during times of economic uncertainty. However, research from <a href=\"https:\/\/www.mckinsey.com\/capabilities\/strategy-and-corporate-finance\/our-insights\/innovation-in-a-crisis-why-it-is-more-critical-than-ever\" target=\"_blank\" rel=\"noopener\">McKinsey<\/a> says otherwise. They found that organisations that maintained their<a href=\"https:\/\/www.salesforce.com\/ap\/blog\/2022\/11\/crm-roi-salesforce-investment.html\" target=\"_blank\" rel=\"noopener\"> focus on innovation<\/a> throughout the 2009 financial crisis outperformed the market average by more than 30% in the following three to five years.&nbsp;<\/p>\n\n\n\n<p>Marketing leaders need to act now to optimise marketing spend with a slimmer budget, improve adaptability, and work to keep current customers. Resilient marketing helps grow revenue and profitability while also giving your team the ability to innovate and outperform your competition in the long run.<\/p>\n\n\n\n<p>Dive deeper into all the trends and insights shaping the marketing landscape.\u00a0<\/p>\n\n\n\n<p><a href=\"https:\/\/www.salesforce.com\/ap\/form\/pdf\/3rd-marketing-intelligence-report\/?d=7013y000002ldwuAAA&amp;nc=7013y000002ldzAAAQA\" target=\"_blank\" rel=\"noopener\">Download the Marketing Intelligence Report.<\/a><br><i><br> This post originally appeared on the U.S.-version of the <a href=\"https:\/\/www.salesforce.com\/blog\/build-resilient-marketing-strategy\/\" target=\"_blank\" rel=\"noopener\">Salesforce blog.<\/a><\/i><span id=\"authorRoot\" path=\"\/content\/blogs\/sg\/en\/authors\/\"><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Resilient marketing helps grow revenue and profitability through economic uncertainty. It also gives your team the ability to innovate and outperform your competition in the long run.<\/p>\n","protected":false},"author":1,"featured_media":1613,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"sf_justforyou_enable_alt":true,"optimizely_content_id":"83043c5f9e75400a8c49567a08e096fd","post_meta_title":"","ai_synopsis":"","_jetpack_memberships_contains_paid_content":false,"footnotes":""},"sf_topic":[5,4],"sf_content_type":[],"coauthors":[220],"class_list":["post-1614","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","sf_topic-marketing","sf_topic-marketing-cloud"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.2 (Yoast SEO v27.2) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Build a Resilient Marketing Strategy With These 4 Steps - Salesforce<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.salesforce.com\/ap\/blog\/build-resilient-marketing-strategy\/\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"4 Steps to Help You Build a Resilient Marketing Strategy\" \/>\n<meta property=\"og:description\" content=\"Resilient marketing helps grow revenue and profitability through economic uncertainty. It also gives your team the ability to innovate and outperform your competition in the long run.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.salesforce.com\/ap\/blog\/build-resilient-marketing-strategy\/\" \/>\n<meta property=\"og:site_name\" content=\"Salesforce\" \/>\n<meta property=\"article:published_time\" content=\"2023-06-06T19:51:10+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2023-06-15T03:31:02+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.salesforce.com\/ap\/blog\/wp-content\/uploads\/sites\/8\/2023\/06\/build-resilient-marketing-strategy.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"500\" \/>\n\t<meta property=\"og:image:height\" content=\"281\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Daniel Newman\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Daniel Newman\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.salesforce.com\/ap\/blog\/build-resilient-marketing-strategy\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.salesforce.com\/ap\/blog\/build-resilient-marketing-strategy\/\"},\"author\":[{\"@id\":\"https:\/\/www.salesforce.com\/ap\/blog\/#\/schema\/person\/image\/acade5cf7350855530e19c9035b211b8\"}],\"headline\":\"4 Steps to Help You Build a Resilient Marketing Strategy\",\"datePublished\":\"2023-06-06T19:51:10+00:00\",\"dateModified\":\"2023-06-15T03:31:02+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.salesforce.com\/ap\/blog\/build-resilient-marketing-strategy\/\"},\"wordCount\":816,\"commentCount\":0,\"image\":{\"@id\":\"https:\/\/www.salesforce.com\/ap\/blog\/build-resilient-marketing-strategy\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.salesforce.com\/ap\/blog\/wp-content\/uploads\/sites\/8\/2023\/06\/build-resilient-marketing-strategy.jpg\",\"inLanguage\":\"en-SG\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/www.salesforce.com\/ap\/blog\/build-resilient-marketing-strategy\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.salesforce.com\/ap\/blog\/build-resilient-marketing-strategy\/\",\"url\":\"https:\/\/www.salesforce.com\/ap\/blog\/build-resilient-marketing-strategy\/\",\"name\":\"Build a Resilient Marketing Strategy With These 4 Steps - 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