Demand Generation - should you stop during lockdown?

Let me give you two scenarios. 

1) You sit it out, stop all demand generation activity and wait and see what happens. 

2) You spend your time and budget during this time: 

• Improving your website and user journey 
• Creating valuable content that tells both a short and a long term story - does the ‘flat ones sided’ white paper really stand up in this ‘new world’ (we can share with you our interactive white papers for some inspiration)
• Give away your best stuff for free! - Create simple tools / resources that your clients /prospects can use for free (ROI calculators / benchmarking tools / surveys with instant results etc)
• Auditing your ABM targets - what have you learned in the past 6/12 months engaging with this audience. What’s been the progress, where are they in the pipeline - is it time for a refresh?
• If you are outsourcing any elements of demand gen, now is the time to speak to your supplier and REALLY get to know them. They will have bundles of insight into a shifting world - plan together to work through - be a coiled spring the other side 
• Spend a few hours learning about your sales department - their daily challenges / frequently asked questions or objections / pipeline drop off or progress points - get them to view your world 
• Building your personal & brand profile via your strongest social channel - promote content x10 - connect /interact with those in your sphere for greater reach / interaction - partner with industry superstars 
• Refresh / cleanse and add to your data - ABM prospects should have x5 more information than ‘standard’ account prospects (what’s missing)
• If possible, fast track new products or services 
• Optimise your email - less is more 
• Implement a lead scoring system (or review the current process) 
• Devising a demand generation strategy for post COVD-19

Who’s going to come out the other side stronger?