In B2B, budget cuts call for creative approaches in advertising. Investing in sponsored content—videos & articles—paired with social/native ad support can provide long-term value and clear analytics, and significant bang for your buck. Negotiate partial ownership of content with the publisher to repurpose content. Sponsor partner advertising to boost their visibility and sales, offering them quality materials they might lack. This strengthens partnerships and maximizes reach, providing a winning scenario for everyone. And to help decrease cost on these initiatives, you can use in-house resources to develop the content for the sponsored initiatives. They can take away our budgets, but they can’t take our creativity!

When your budget gets slashed, consider the following: 1. Renegotiate your media buys where possible to see where you can get a better buy. And re-think the channels to focus on the most critical. 2. Outsource and use AI where possible to find cheaper sources for creative. 3. Reduce the number of ad variants. 4. Do more upfront testing of creative and landing pages on social to focus on the top performing ads and landing pages. 5. Reduce overhead where you can so you can deliver the maximum reach and frequency. 6. Build a value stack and look for ways to add more value to the offer to increase conversions. This can include digital assets, tools, calculators, and small software that don't cost anything to create or deliver.

Vivimos en la era de “hacer más, con menos” con la era de plataformas digitales, no es necesario erogar la cantidad de recursos que antes se erogaban cuando no existía la publicidad digital, un ejemplo, recuerdo los precios por poner una anuncio en prime time en las televisoras más importantes del país, era una locura, hoy puedes con ese presupuesto poner muy bien targeteada con mucho menos ppto y con más exito, pues con las herramientas de segmentación y medición de conversión, esa inversión se convierte de inmediato en ventas, mientras que en TV no sabías si jalaba o no, más que por ventas totales, en digital tomas un ppto y puedes hacer muchas piezas publicitarias y targetearlas según el perfil de producto o servicio del que se trate.

I met this situation every-month ??, Below is my ways to deal with this situation 1. Prioritize High-ROI Channels: Focus on the platforms that have historically delivered the best return on investment (ROI 2. Retarget Existing Audiences: Use your remaining budget to retarget people who have already engaged with your brand, as they’re more likely to convert. 3. Collaborate with Influencers: Partner with micro-influencers or use affiliate marketing to extend your reach without upfront costs.

When faced with a reduced ad budget, I would prioritize high-impact, low-cost strategies to maximize returns: Focus on High-Performing Channels: Shift spending to the platforms that consistently provide the best ROI. Use historical data to identify the most profitable channels. Leverage Organic Growth: Increase efforts on SEO, content marketing, and social media engagement to drive traffic without additional ad spend. Retargeting: Target warm leads or existing customers with personalized retargeting ads, which are typically more cost-effective than broad targeting. Smarter Audience Segmentation: Narrow down your audience to the most valuable segments, focusing on those with the highest conversion potential.