Strategy: B2B Lead Generation in a Challenging Economic Climate

Selling Against or With the Wind

When budgets are tightened, sales teams are often expected to deliver more – on their own. However, research from both Harvard and Forbes shows that even the strongest sales organisations struggle without targeted marketing support.

In challenging economic conditions, many companies are tempted to reduce their marketing budgets. History and recent research show that this is often a false economy – particularly in B2B markets, where long-term relationships and trust are critical.

Here is what actually works today, based on studies from recognised sources.*

History Shows: Invest in Marketing – Even During Downturns

Articles from Harvard Business Review document that companies maintaining or increasing their marketing investment during economic downturns often emerge stronger on the other side.

The market becomes less noisy, competition for customer attention decreases, and it becomes easier to establish a strong market position.

By contrast, cutting or pausing marketing can lead to loss of market share and weakened brand equity – which may take years to rebuild.

Smarter B2B Lead Generation Strategies in a Tough Economy

Forbes’ Business Development Council highlights several strategies proven to be effective for lead generation when the economy tightens.

Below are five strategies that Greenbuilt has worked with since 2016, delivering consistently strong results:

1. Collaborate with Like-Minded Companies

In downturns, creativity is required – without compromising the value you deliver.

Collaborating with companies that share your goals and values – such as recognised environmental documentation and joint content production – allows you to share audiences, resources and knowledge.

This builds trust, extends reach and keeps costs under control.

Greenbuilt facilitates collaborative communication focused on AI-driven search optimisation (SEO and AEO) together with quality suppliers, architects and developers.

Photo: Steni Façade Panels – have credible ESG documentation

2. Target Hyper-Niche Markets

Identifying small, highly specific customer segments with clear and precise needs pays off.

By demonstrating your value to these hyper-niches – for example in industry forums or LinkedIn groups – you build networks and credibility.

This enables stronger collaboration with qualified leads without large investments in traditional brand advertising.

Greenbuilt enables hyper-niche targeting: construction products with recognised environmental documentation reach architects and developers exactly when they are actively searching for solutions.

Photo: Troldtekt Acoustic – recognised environmental documentation.

3. Solve One Pressing Problem

Offer small, concrete solutions that address a single, specific pain point. These build trust and open the door to further dialogue and deeper engagement.

Greenbuilt focuses on solving one key challenge: the lack of knowledge around recognised environmental documentation across all stakeholders in the construction industry.

Viega nickel-free stainless steel
Photo: Viega – recognised environmental documentation.

4. Share Success Stories

Buyers relate more strongly to real stories than to technical specifications.

By demonstrating how your solutions have helped clients achieve measurable results, you build trust and stand out in the market.

This increases both interest and conversion potential.

Greenbuilt shares stories from architects and suppliers about successful buildings with recognised environmental documentation – strong references that architects can use when guiding developers on site visits to showcase viable solutions.

Glasopor supplied lightweight fill material for Vertikal Nydalen. Oslo
Photo: Vertikal Nydalen – Futurebuilt. Glasopor supplied lightweight fill material and holds recognised environmental documentation.

5. Collaborate with Adjacent Industries

Generating leads from industries closely related to your own is a smart route to new business.

Partnerships with complementary players strengthen credibility and provide access to warmer leads – particularly valuable when the market is tight.

Summary

Sales are essential – but not sufficient on their own.

Harvard research shows that marketing is critical to increasing visibility, building trust and warming prospects before dialogue begins – even during economic downturns.

Investing in marketing now, with a focus on collaboration and targeted strategies, generates not only more leads, but warmer leads. It builds long-term value and positions your business more strongly for growth – even in uncertain economic conditions.

At Greenbuilt, we are ready to include you in our collaboration and help you implement these strategies.

Let’s explore what will deliver the greatest impact for your organisation – we offer flexible marketing plans tailored to low, medium and high investment levels.

Sources

Forbes 16 smarter strategies (2025) https://www.forbes.com/councils/forbesbusinessdevelopmentcouncil/2025/09/03/16-smarter-strategies-for-generating-leads-in-a-tough-economy/

Harvard Business Review: Don’t cut your marketing in recession (2020). https://strategicvantage.com/harvard-business-review-dont-cut-your-marketing-budget-in-a-recession/