Economic headwinds have triggered renewed scrutiny on discretionary spending as companies around the world brace for a possible recession. Despite these tough times, demand B2B marketers being told to do more with less should see it as an opportunity to refocus their attention on better strategies to come out stronger on the other side.

Those familiar with navigating an economic downturn know all too well that when budgets are tight and sales are slow, it's easy to feel like your marketing efforts are falling flat. And yet, analysts and smart marketers agree that, despite the inclination to pull back on marketing spend, now is not the time to step on the brakes. Short-term cuts can have long-term ramifications. Scaling back on your marketing strategy impacts your market share and weakens your ability to connect with buyers.

What you need is to be better informed, more targeted, and more efficient and effective. Now, more than ever, you must be visible and recognizable in the market to come out ahead. A persistent in-market presence builds trust and awareness, and grabs buyer attention from competitors reducing their own marketing efforts. By leveraging smarter account-based marketing (ABM) strategies, you can proactively build and maintain this consistent market presence and better navigate economic uncertainty to generate more revenue. Here are four ways to do just that: