03.06.2025

How Should You Prioritize Next Year's Marketing Budget?

Planning for next year is well underway for many companies, and it's once again time to set the marketing budget. Many are now facing tougher economic conditions, and priorities must be made to keep things running. But where do you start, and what should be prioritized to continue achieving strong results from next year’s marketing efforts?

1. Start with the fundamentals

Maintaining your company’s visibility is essential—especially your digital presence. Today, visibility is almost synonymous with being continuously active on your website, through search engine optimization (SEO), and on social media. If your organic activity stops, you’ll be neither easy to discover nor find.

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2. Strategy

A good marketing strategy can be invaluable when facing the need to reduce your marketing budget. While cutting marketing costs can be challenging, a well-thought-out strategy helps you maximize the impact of remaining resources. Remember, a marketing strategy isn’t set in stone and should be adjusted based on external circumstances.

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3. Use data wisely

Data-driven decision-making plays an increasingly important role in B2B marketing—especially during economic downturns. It’s critical to collect and analyze data to understand how your marketing efforts impact results. Use the available data to make strategic choices when prioritizing next year’s marketing budget.

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4. Take an analytical apporach

Go back and analyze what has worked—and why. Take time to review past performance and identify both success factors and failures. A thorough review can uncover hidden gems and help you avoid future pitfalls, letting you optimize and prioritize upcoming marketing initiatives.

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5. Long-term vs. short-term initiatives

Long-term branding work may seem less attractive compared to short-term, performance-oriented marketing—but it must be prioritized, especially in tough times. A stronger brand and perceived quality increase customers’ willingness to pay. One tip is to focus on high-potential areas that enhance your digital presence: quality content, brand building, SEO, targeted traffic, automation, and cost-efficiency.

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6. Prioritize existing customers

In economically challenging times, it’s often easier and cheaper to retain existing customers than to acquire new ones. Focus on maintaining and strengthening relationships with your current customers through tailored offers and service.

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7. Be adaptable and realistic

The ability to adapt and think creatively is critical in tough times. Great strategies stand out when it truly matters. With the right approach, knowledge, and tools, you can navigate difficult periods and come out stronger. So, as you plan your marketing budget, make sure it’s well thought out—and stay open to adjustments along the way.