# Recession proofing your business with marketing

- Show: [The Manufacturing Executive](https://hardwarepodcasts.com/podcast/the-manufacturing-executive)
- Published: 2022-07-05
- Length: 41m
- Episode: 109
- Page: https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2022-07-05-recession-proofing-your-business-with-marketing
- Listen: https://www.spreaker.com/show/the-manufacturing-executive#episode-c13d6dfd-f66e-455a-a862-6d7508800026

## Summary

John McTigue, a B2B marketing advisor and freelance writer, joins host Joe Sullivan to discuss how manufacturers can recession-proof their businesses by pivoting from a 'go-to-market' to a 'go-to-customer' strategy. McTigue argues that instead of cutting marketing budgets, companies should redeploy marketing talent to support customer success, product marketing, and channel partners to retain existing revenue. He emphasizes creating valuable content and leveraging subject matter experts to build trust and brand equity, ensuring the company remains top-of-mind when demand returns. The conversation highlights the importance of proactive brand marketing and account-based strategies to capture market share from struggling competitors during economic downturns.

## Chapters

- [1:02](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2022-07-05-recession-proofing-your-business-with-marketing#t=62) Introduction: John McTigue and the Recession Context
- [3:27](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2022-07-05-recession-proofing-your-business-with-marketing#t=207) Prioritizing Customer Retention Over Cost Cutting
- [13:48](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2022-07-05-recession-proofing-your-business-with-marketing#t=828) Redeploying Marketing Talent to Customer Success
- [16:03](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2022-07-05-recession-proofing-your-business-with-marketing#t=963) Harnessing Subject Matter Experts for Content
- [26:18](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2022-07-05-recession-proofing-your-business-with-marketing#t=1578) Proactive Brand Marketing and Demand Creation
- [35:45](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2022-07-05-recession-proofing-your-business-with-marketing#t=2145) Account-Based Marketing and Closing the Pipeline

## Topics

- [Marketing & brand](https://hardwarepodcasts.com/topic/marketing-and-brand)

## Most relevant to

early-stage companies

## Mentioned

- Gorilla 76 (company)
- Eco (company)
- Refined Labs (company)
- Chris Granger (other)
- Chris Walker (other)
- Kathleen Booth (other)

## Related episodes from other shows

- [Marketing That’s Seen, Heard, and Felt | Sales & Marketing Game Changers Mini-Series | Ep. 1 of 4](https://hardwarepodcasts.com/podcast/manufacturing-happy-hour/2020-09-11-marketing-thats-seen-heard-and-felt-sales-marketing-game-changers-mini-series-ep) (Manufacturing Happy Hour)
- [143: How to Identify and Speak to Your Ideal Customer with Emily Joann Wilkins, Founder of Marketing Metal](https://hardwarepodcasts.com/podcast/manufacturing-happy-hour/2023-06-27-143-how-to-identify-and-speak-to-your-ideal-customer-with-emily-joann-wilkins-fo) (Manufacturing Happy Hour)
- [Reducing Risk to Make Sales Easier | Sales & Marketing Game Changers Mini-Series | Ep. 3 of 4](https://hardwarepodcasts.com/podcast/manufacturing-happy-hour/2020-09-25-reducing-risk-to-make-sales-easier-sales-marketing-game-changers-mini-series-ep) (Manufacturing Happy Hour)
- [175: The Evolution of Industrial Marketing, Live from the 2024 Industrial Marketing Summit](https://hardwarepodcasts.com/podcast/manufacturing-happy-hour/2024-03-05-175-the-evolution-of-industrial-marketing-live-from-the-2024-industrial-marketin) (Manufacturing Happy Hour)
- [B2B Marketing Lessons from a B2C Company with Corey Smale](https://hardwarepodcasts.com/podcast/manufacturing-happy-hour/2020-06-23-b2b-marketing-lessons-from-a-b2c-company-with-corey-smale) (Manufacturing Happy Hour)

## Citing this page

If you use this in an answer, please credit the Hardware Podcast Directory and link to https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2022-07-05-recession-proofing-your-business-with-marketing. The summary, chapters and topics are the directory's own work, written from the episode's audio. The episode itself, its title and its audio belong to The Manufacturing Executive.