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broad thoughts from top of my head. we can do a detailed discussion on it later case a: if your budget is limited • your strategy should focus more on keeping existing customers than gaining new ones, retention> acquisition. think more customer marketing, customer events/luncheons • your acquisition should be limited to upselling/cross-selling and referral campaigns. case b: if you have a lot of budget • this is the time to go all in on branding, as your competitors would all be slowing down their spends. best time to gain market share • promote more top of funnel and PQLs than MQLs. think elongated free trials like 3 months to let people get used to using the product without paying for it.

I came across this thread which had some interesting insights. Have a look - https://twitter.com/Patticus/status/1590407883019141120

Super helpful @Aniruddh Jain. Thank you for for the input!! Some good crossover with the thread shared by @Melvin too! What’s your take on ad spends in such times? Some seem to be against it, while some think it can be a wise move considering most of our competitors are also pulling down their spends

@Muru You're welcome sir. Regarding ad spends, being "for" or "against" are both uninformed stance in my view. The real question is what are you spending for? Is it lead gen, is it branding, is it to increase consideration, is it to keep existing customers engaged? Ads don't have a mind of their own, they need a goal. Ads are simply the medium. A steroid of sorts.

I think this is the right time to double down on your content and I second @Aniruddh Jain's thoughts on putting more efforts on branding. That's because by the same time next year when a lot of these recession winds would have blown away, your brand/content will stand out because you created the right impressions. Also, a great time to speak to more customers on a one-to-one to see what they need help on.